Location: Ho Chi Minh City, Vietnam

Workplace Type: On-site

About The Role

At ACB, we believe digital transformation is not about moving existing processes onto digital channels. It is about redesigning customer experiences from the ground up. As part of ACB's strategic transformation agenda, we are undertaking a major initiative to digitize non-credit customer journeys for Retail Banking customers, covering everyday banking needs across onboarding, deposits, payments, cards, servicing, and other banking interactions. Our ambition is to create simpler, faster, more personalized, and more seamless experiences for millions of customers. To support this journey, we are looking for a CX Insight Manager who is passionate about understanding customer behavior, uncovering unmet needs, and translating customer insights into meaningful improvements. In this role, you will work closely with Product Owners, Customer Journey teams, Digital Banking, Business Units, and Transformation leaders to ensure that customer voices are reflected in every key decision. Your insights will help shape future customer journeys, digital experiences, and service innovations across ACB's Retail Banking ecosystem.

Key Responsibilities

Plan and execute comprehensive customer research activities, including in-depth interviews, surveys, focus groups, usability testing, and observational sessions, to gather rich qualitative and quantitative data
Collaborate effectively with internal teams such as branch staff, customer service representatives, and product development teams, as well as external research partners, to systematically collect and synthesize diverse customer feedback
Identify and articulate key customer needs, underlying motivations, significant frustrations, critical pain points, and distinct behavioral patterns across all critical non-credit customer journeys
Ensure that all research activities are conducted with rigorous methodology and consistency to guarantee the generation of reliable and actionable insights that drive strategic decisions
Analyze the complete end-to-end retail customer journeys, encompassing both digital platforms and physical touchpoints, to identify areas of friction and opportunity
Pinpoint specific friction points, service gaps, key satisfaction drivers, and strategic opportunities for process simplification and effective digitization within customer journeys
Develop detailed customer personas and comprehensive journey maps that visually represent customer experiences and inform transformation initiatives
Support Product Owners and Transformation teams by conducting thorough market research, customer benchmarking, and competitive analysis to inform strategic planning
Monitor and analyze emerging customer behaviors, innovative fintech solutions, and evolving digital banking trends to maintain a competitive edge
Provide data-driven recommendations to enhance customer adoption, engagement, and overall experience across all touchpoints
Foster strong partnerships with Product Owners, Business Analysts, Designers, Digital Banking teams, Operations, and Technology departments throughout the entire solution design and development lifecycle
Facilitate engaging workshops and insightful customer sessions to ensure all stakeholders are aligned and focused on understanding and addressing customer needs
Champion the integration of customer research findings into all product and journey design decisions, ensuring a customer-centric approach
Translate complex research findings into clear, practical, and impactful recommendations that demonstrably improve customer experience and achieve key business outcomes
Confidently present customer insights and strategic recommendations to senior leadership and transformation steering committees, influencing strategic direction
Actively advocate for customer-centric decision-making principles across all ongoing transformation initiatives within the organization
Continuously evaluate and enhance existing research methodologies and insight-generation capabilities to ensure best-in-class practices

Required Skills & Qualifications

Bachelor's degree in a relevant field such as Banking, Finance, Business Administration, Psychology, Marketing, Sociology, Human-Centered Design, or a closely related discipline
Minimum of 3 years of progressive experience in Customer Experience Research, Customer Insight generation, Market Research, Service Design, UX Research, Customer Journey Management, or analogous professional domains
Demonstrated experience working within the banking, financial services, insurance, fintech, e-commerce, or other highly customer-centric industries is strongly preferred
Proven track record of successfully conducting both qualitative and quantitative research studies and effectively translating findings into actionable, business-driving recommendations
Experience supporting digital transformation programs, customer journey redesign projects, or digital product development initiatives is considered a significant advantage
Possess a strong foundational understanding of established customer insight generation methodologies and robust customer experience research frameworks
Familiarity with key customer experience tools and techniques, including customer journey mapping, persona development, usability testing, and service design approaches
A solid understanding of retail banking products, typical customer behaviors, and the dynamics of digital banking ecosystems is highly desirable
Knowledge and experience with both digital and traditional branch-based customer journeys would be beneficial
Exhibit exceptional analytical, synthesis, and problem-solving capabilities, with the ability to dissect complex issues
Demonstrate a strong aptitude for transforming complex and often disparate customer data into clear, meaningful, and actionable business insights
Possess excellent stakeholder management skills and a proven ability to foster effective cross-functional collaboration across diverse teams
Strong facilitation, communication (both written and verbal), and presentation skills are essential for conveying insights and influencing stakeholders
Proficiency in utilizing a range of qualitative and quantitative research techniques and associated tools
Maintain a deeply ingrained customer-centric mindset with an unwavering passion for identifying and implementing improvements to customer experiences

Additional Information

This is a unique opportunity to be at the forefront of one of ACB's most critical transformation programs, specifically focused on reimagining and digitizing non-credit customer journeys for our Retail Banking customers. You will operate at the dynamic intersection of customer experience, digital transformation, product innovation, and overarching business strategy. Your contributions will have a direct and tangible impact on how millions of customers engage with ACB daily, playing a pivotal role in shaping the future landscape of digital banking experiences. If you are driven by a passion for understanding customers deeply and leveraging those insights to effect meaningful change, we eagerly await your application. Join ACB and help us architect the next generation of exceptional customer experiences.