Central Retail Corporation Public Company Limited

The position CXM Specialist is responsible for driving the development and continuous improvement of customer experience across CRC and Central Group business units (BUs) by translating customer feedback, behavioral data, and research insights into actionable customer experience (CX) initiatives.

The role works closely with CRC business teams through CXM Center of Excellence model to identify experience gaps, improve customer journeys, and drive customer-centric transformation across omni channels.

Our approach is grounded in customer-centricity and empathy, enabled by advanced technology, analytics, and customer intelligence across critical customer journey touchpoints.

The team also leads the Total Experience ecosystem across CRC, integrating Customer Experience (CX), Employee Experience (EX), Brand Experience (BX), and Research & Insights into a unified, insight-driven framework that connects customer, employees, and the brand.

Customer Experience Management (CXM):

• Driving the design, implementation, and continuous improvement of CXM programs across CRC BUs and customer journeys/touchpoints.
• Driving improvements on core CX metrics KPI of CRC BUs (e.g. NPS, CSAT, CES, VOCs, etc.).
• Initiating Closed-Loop Feedback (CLF) frameworks to ensure individual customer issues are resolved (inner loop) while strategic root causes are identified and fixed across the organization (outer loop).
• Identifing customer pain points and experience gaps across the end-to-end customer journey.
• Translating customer insights into actionable improvement initiatives and/or business recommendations.
• Developing regular CX performance reports, dashboards, and management presentations.
• Ensuring customer feedback is systematically captured across all channels, categorized, and managed in accordance with data governance practices.

Project Management:

• Leading CXM Forums monthly meeting with BU management and key relevant business teams.
• Working with BU teams to define and develop customer experience improvement projects/initiatives.
• Developing project plans, timelines, milestones, KPIs, deliverables, and resource requirements.
• Tracking progress and measure the impact/effectiveness of CX initiatives while maintaining project governance.
• Share best practices and continuously identify opportunities to enhance CX capabilities.
• Leveraging CX data to support new products and features developments.

Stakeholder Management:

• Coordinating with several cross-functional teams within CRC to drive CX initiatives/improvements (e.g. Operations, Logistics, Tech, Product, Customer Service, etc.).
• Partnering with BUs and functional teams to embed customer-centric thinking into business decisions and operations.
• Strengthening two-way communication culture and CXM Center of Excellence model to continuously improve CXM capabilities of CRC.

• Working on experience management tools to optimize the surveys and automations which best suitable for target BU’s customers journey/touchpoints.
• Creating advance real-time Dashboards and/or automations to track customer experience in target touch points along customer journeys.
• Utilizing and implementing advance Experience Management tools (Qualtrics or related tools) to perform data gathering, deep dive analyses, and interpreting customer feedback data.
• Identifing opportunities to apply AI to improve customer journey analysis, pain-point identification, and CX process efficiency.
• Leveraging AI and advanced analytics to analyze large volumes of customer feedback, VOC, survey responses, and behavioral data – creating sentiment analysis, text analytics, topic/theme identification, customer segmentation, and emerging-trend detection (Ensuring AI-generated insights are validated against data and business context).

• Conducting and leading fundamental qualitative and/or quantitative research in case required to drive better customer experience.
• Utilizing statistical and analytical tools to interpret research findings and identify trends, patterns, and correlations.
• Transforming research data into actionable insights and recommendations.

• Bachelor’s degree or above in Business Administration, Marketing, Statistics, Psychology, Research, Service Design, Cognitive Science, Computer Science or related fields.
• 3–5 years of experience in Customer Experience, Customer Insights, Market Research, CRM, Business Analytics, or related areas.
• Experience in Customer Experience metrics and measurements; NPS, CSAT, customer research deep-dive, and/or customer journey management.
• Strong analytical and problem-solving skills with the ability to translate data into actionable customer-centric insights with a strong attention to details.
• Strong communication skills in both Thai and English, with the ability to communicate/present insights to diverse audiences clearly and effectively.
• Strong cross-functional collaboration, project management, and stakeholder management skills.
• Proven experience working with customer experience platforms such as Qualtrics or similar tools, with knowledge of survey design, dashboarding, and data workflows, and handling large scale of customer/employee data.
• Strong proficiency in Microsoft PowerPoint, Excel, Power BI, Tableau, or similar tools with the ability to perform advanced data manipulation and visualization techniques.
• Strong interest and practical experience in leveraging AI/Generative AI tools for customer insights, analytics, research, or business problem-solving.
• Ability to critically evaluate AI-generated outputs, ensuring accuracy, relevance, data integrity, and business applicability.