Senior Associate - Customer Journey Design

WHY JOIN US?

• We practice a vibrant & energetic office culture.

• We provide opportunities for career advancement within the company.

• Good performance is always rewarded accordingly.

“It's our people that make Astro Malaysia’s leading entertainment company. We are an inclusive employer, to enable everyone at Astro to be their best. We embrace differences – we celebrate it, we support it, and we thrive on it for the benefit of our employees, our products/services and our community. We also understand and appreciate that diversity is a driver of creativity and innovation, which will make our business more competitive, compelling and profitable.”

JOB RESPONSIBILITIES:

JOB DESCRIPTION

Job Summary:

The Senior Associate, Customer Journey Design is accountable for designing, improving and safeguarding the end-to-end customer experience across Astro’s products, services and touchpoints. The role translates customer insight and operational data into redesigned journeys and service standards that reduce customer effort, resolve recurring pain points and lift customer advocacy.

In addition, the role serves as a delivery lead for CX projects and initiatives assigned on an as-required basis, working across business units to bring customer-centred change into production.

Key Responsibilities:

Customer Journey Design (Primary – approx. 45%)

• Design end-to-end journeys. Map, document and maintain customer journeys for new and existing products, services and propositions across all touchpoints – self-service and assisted service.

• Diagnose pain points. Analyse journey stages using VoC data, complaint and contact drivers, operational metrics, and journey analytics to identify friction, drop-off, and effort hotspots. Apply structured root cause analysis to distinguish symptoms from causes.

• Redesign and prioritise. Work with other business units to develop solutions, workarounds and moments of delight; size the customer and commercial impact; and prioritise the improvement backlog against effort and value.

• Define customer communication. Identify critical messaging, trigger points, touchpoints of choice, and optimal communication modes at each journey stage, ensuring clarity, accuracy, and consistency of customer-facing content.
  

Service Design & Service Excellence (Primary – approx. 25%)

• Service blueprinting. Translate customer journeys into service blueprints covering front-end interactions, back-end processes, systems, policies and hand-offs, so that the intended experience is operationally deliverable.

• Service standards and enablement. Define and refresh service standards, playbooks, escalation paths and service recovery protocols for owned journeys.

• Close the loop. Establish and run closed-loop feedback mechanisms from customer feedback through to root cause fix and verification of improvement.

• Governance and compliance. Ensure journeys and service practices comply with applicable regulatory and industry obligations.
  

CX Project & Programme Delivery (As required – approx. 20%)

• Drive CX projects end-to-end. Lead assigned CX projects from initiation to benefit realisation – defining objectives and success measures, planning, executing, tracking progress, managing risks and issues, and escalating where required.

• Stakeholder governance. Prepare and deliver steering updates, status reports, and decision papers. Socialise progress and secure alignment across sponsors and cross-functional stakeholders.

• Post-implementation review. Measure realised impact against the stated benefit case and recommend follow-on action.
  

Insight, Frameworks & Capability (Approx. 10%)

• Build frameworks and standards. Develop CX frameworks, design principles, journey taxonomies and toolkits validated by data, industry benchmarks and best practice.

• Represent the customer. Act as the customer advocate in product, proposition, policy and process forums.

• Share knowledge. Contribute to team capability through knowledge sharing, coaching of peers and junior colleagues, internal training and CX culture-building activities.

REQUIREMENTS:

Requirements:

Essential (Must Have)

• Bachelor’s degree in business, Marketing, Communications, Design, Analytics or a related discipline or equivalent practical experience.

• Minimum 4 years’ working experience in customer experience, service design, customer operations, process or performance improvement, or a closely related field.

• Demonstrated experience mapping and improving end-to-end customer journeys, with evidence of measurable outcomes.

• Strong analytical capability, able to interrogate quantitative and qualitative data, form a well-reasoned assessment and translate it into a defensible recommendation.

• Proven ability to move an initiative from ideation to execution independently, managing delivery plans against limited time and resources and setting clear priorities.

• Effective stakeholder management across functions and seniority levels, including the ability to influence without direct authority.

• Excellent written and verbal communication in English and Bahasa Malaysia; able to structure and present ideas persuasively to management.

• Working proficiency in Microsoft Excel and PowerPoint (or equivalent), including data manipulation and executive-level presentation.

Desirable (Good to Have)

• Experience in telecommunications, media, subscription services, banking or another high-volume consumer-facing and regulated industry.

• Hands-on experience with VoC and survey platforms including programme design and reporting.

• Familiarity with journey mapping and collaboration tools (e.g. Miro, Figma) and service blueprinting methods.

• Exposure to CRM and engagement platforms (e.g. MoEngage) and BI tools (e.g. QuickSight).

• Working knowledge of design thinking, Lean or Six Sigma, or human-centred design methodologies. Formal certification is an advantage.

• Exposure to sales and/or service operations, including organisational design, process mapping and training delivery.

Personal Attributes

• Customer-centric mindset with genuine curiosity about customer behaviour and motivation.

• Critical and strategic thinker – able to connect disparate elements and data into a coherent big picture.

• Growth mindset – open to learning and unlearning, comfortable experimenting, and willing to share learning for teamwide benefit.

• Resilient and adaptable in a fast-moving environment with shifting priorities.
• Collaborative, with the confidence to constructively challenge