About Celine

Celine, an advocator of Customer Experience (CX), is the Deputy President with CCAM. Celine graduated from RMIT Melbourne, Australia with a Bachelor of Business (majoring in Accountancy). She started her career as an auditor in one of the major Accounting firms before moving to a start-up, a record management company. From there she grew the business into a leading player in Malaysia. Thereafter, she became the CEO of one of the Malaysia’s largest share registrar. She later joined a Trustee Firm to become the CEO and Managing Director of Malaysia. Today, she’s a Senior Director, managing the Shared Services and Governance team of South East Asia in Concentrix. The organization has more than 400,000 employees globally.

Passionate about Customer Experiences (CX)

Celine’s career journey was unplanned or unintentional into the CX world when she took on a position in a start-up CX for a small logistic company who was venturing into the direct selling concept for the IT hardware industry. The business grew into relatively sizeable outsourced CX business prior her joining a larger outsourced CX player.

Advocating her passion…

Celine has over two decades of experience spanning from the service industry, helming senior management leadership roles across diverse sectors, including logistics, IT & business process outsourcing, and capital markets. Despite transitioning away from the contact center realm to the financial services sector for a period, she still returned to her roots, reigniting her passion for championing excellence in the customer experience industry.

Joining the CX industry matters…

The CX industry remains relevant in the present and will play a crucial role in the future of business operations and customer engagement. As businesses increasingly focus on delivering exceptional customer experiences, they serve as vital hubs for managing customer interactions, resolving inquiries, providing support, and building relationship. Furthermore, advancements in technology, such as AI, analytics, and omnichannel communication platforms, are reshaping CX operations, making them more efficient and capable of delivering personalized and seamless customer experiences. Hence, Celine encourages any individuals who have excellent communication, problem-solving, and empathy skills to consider joining the CX industry.