Gina Goh

With 18 years of experience in Financial Services across Asia, I specialise in translating customer into measurable product proposition, service and experience improvements. I have designed and instituionalised closed-loop VoC programmes including the Health rNPS medthodology at Prudential, that turned NPS data into actionable improvement initiatives across multiple markets. My Human-Centrered design practice, underpinned by LUMA certification has been applied to Customer Journey Mapping, Service blueprint design and co-creation workshops that identify and close experience gaps across all touchpoints. I bring strong cross-functional leadership skills, data-driven and customer-first approach to business improvement. 

Customer Experience Strategy

Between 2016 and 2025, I held a few instrumental roles that translate customer insights to tangible commercial outcome at Prudential Singapore. With the most recent position as Director of Health Customer Success, I established Proposition Innovation Centre of Excellence - a Group-level governance hub that institutionalised customer-led proposition design across multiple markets. The CoE brought underwriters, actuaries, distribution and technology stakeholders together upstream, ensuring that CX considerations shaped product decisions from inception rather than at the point of launch. I have also developed Guided Care Journeys - a strategic blueprint that redefine how the organisation can operate to engage customers beyond insurance coverage, mapping the full patient exprience from early detection through treatment and recovery - to identify where customers felt most lost, anxious or underserved across critical health episodes and designing improvement interventions across insurer, clinical and digital touchpoints. 

Experience Design, Improvement and Innovation

In addtion to Guided Care Journeys, I appied Human-Centred Design discovery and Segmentation Research for SMEs to deliver the engagement and retention framework across markets and HNW lifestyle experiences to identify signature moments and moments of delight. 

VoC Insights and Understanding, Metrics & ROI 

I led the implementation of Health rNPS closed-loop methodology, transforming NPS from a periodic satisfaction metric into a continuous, actionable intelligence system. The methodology covered end-to-edn feedback capture, issue categorisation, root cause analysis, action planning and resolution tractiing across multiple Asian markets. With the clear framework, the implementation include the tagging of operation metrics such as turnaround time, new customer growth and claims payout to deliver a more meaningful anaylsis to all key stakeholders for on-going improvements and feedback loops. 

In summary, my career demonstrates sustained, senior level contribution across CCXP competency domains with CX inititatives that foster a culture of customer-first thinking and measurable commercial accountability with organisational adoption. I hope to pursue certification to formally recognise this practice and deepend my contribution to the CX profession.