by Beyond Post-Purchase Surveys: How OCBC Leverages Qual Research to Drive CX Excellence
As the leading conference for market research excellence and innovation in the Asia-Pacific region, MRMW APAC brings together the brightest minds and most influential voices in the industry. The program is designed to help researchers stay ahead of emerging trends, tackle current challenges, and gain insights from peers across diverse markets and disciplines.
This year, we’re excited to feature Irene Lew Chai Ling, Head of Customer Experience, OCBC Malaysia, who will share her perspective on evolving customer experience strategies.
MRMW: What motivates you to join the MRMW APAC 2026, and what is the core message of your talk?
Irene: I’m incredibly excited to join MRMW APAC 2026 because this event is a unique crossroads for diverse UX and research professionals. I’ve always been a firm believer in the “pay it forward” philosophy—
our industry evolves fastest when we stop gatekeeping our failures and start sharing the practical lessons learned.
I believe we move faster when we are open about what is actually working.
The core of my talk is “Beyond the Post-Purchase Survey: What Actually Works in Modern CX Research”. Let’s be honest. Post-purchase surveys often give us a delayed and fragmented view of the customer.
My message is about moving toward a more holistic CX research approach, one where customer voices are translated into real action.
It is not just about collecting data; it is about making sure those insights genuinely influence how the business operates.
MRMW: How has this impacted your own work and your organisation?
Irene: We now rely on a robust Experience Model as our daily compass; it serves as a practical, lived guide that helps us deliver a consistently strong, end-to-end customer experience rather than just a series of disconnected interactions. On a technical level, we’ve moved away from siloed feedback.
We now collect customer voices across multiple omnichannel touchpoints and pipeline them into a centralized data hub that surfaces insights in near real-time. But as any researcher knows, data is only half the battle.
We’ve put clear processes in place to ensure these insights don’t just sit in a dashboard—they reach the right stakeholders immediately.
This ensures that customer feedback is discussed meaningfully across departments and, most importantly, has a real opportunity to be developed into tangible improvements.
MRMW: How has Market Research and Insight as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Irene: From a banking perspective, digital transformation has changed everything. Customers now interact with us primarily through digital touchpoints, which has created new opportunities for researchers to reach broader audiences in near real time. We are no longer waiting for customers to walk into branches. We are meeting them where they already are.
Looking ahead, I am particularly interested in the trust factor around AI.
As AI-driven support and tools become more common, we need better ways to measure whether customers actually trust these interactions.
In the coming years, I would like to see research move toward a human-plus-AI model, where technology handles the heavy data work while human empathy and judgment remain at the core of insight generation.
MRMW: Given this evolution, what are two expected and two less obvious skills market researchers should possess, and why?
Irene:
Two expected skills:
- AI productivity: You do not need to be a coder, but you should know how to use AI tools to work faster, such as identifying patterns across large volumes of customer feedback.
- Connecting the dots: With so much data available, the real skill lies in turning complexity into a clear, coherent story that stakeholders can act on.
Two less obvious skills:
- Internal diplomacy: A significant part of research involves influencing others. Researchers need to act as both insight generators and skilled negotiators to ensure findings lead to real change.
- Ethical thinking: With increasing use of AI and data, researchers must ask not only what is possible, but what is responsible. Protecting customer trust will be a critical capability.
MRMW: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Irene: Outside of work, I’m a big believer in staying sharp through workouts. There’s something about hitting a personal best in the gym that builds a level of discipline that carries right over into the workday.
I am also a self-confessed productivity enthusiast. I’m obsessed with finding better ways to manage time and energy to avoid burnout. If you have a favorite podcast, a niche YouTube channel about workflow automation, or a “second brain” system that helps you work smarter, I would love to exchange recommendations.
MRMW: Last but not least, we are publishing “reading/listening guides” on our blog, can you share your favourite recommendations for inspiration, learning and leadership:
Irene: For those looking to level up their daily habits and leadership style, here are my top picks.
In your ears:
- Jeff Su. He provides incredibly practical tips for productivity and career navigation that are actually applicable in a corporate setting.
- Helena Liu. My go-to for insights on AI tools and automation. She makes complex technology feel accessible.
Must read – Book/Blog:
- “Atomic Habits” by James Clear: Essential for anyone looking to build the systems required for long-term excellence.
- “The 7 Habits of Highly Effective People” by Stephen Covey: A timeless classic for personal and professional integrity.
- “Start with Why” by Simon Sinek: This is my go-to recommendation for anyone looking to inspire action and lead with purpose.
MRMW: Thank you so much, Irene. We look forward to hearing more from you at the event.
💡Continue the Conversation on CX with Irene Lew Chai Ling!
MRMW APAC is the leading conference for market research excellence and innovation, featuring industry leaders who share practical methods, actionable insights, and forward-thinking strategies.
📍Join us on April 14–15, 2026, in Singapore, and gain firsthand knowledge on customer experience strategies and research-driven decision-making.
The 2026 edition will deliver cutting-edge techniques and real-world case studies from leading brands.
This year, market research experts are joining us from OCBC, De’Longhi Group, PepsiCo, Diageo, IBM, and more.
🎟️Secure your spot today before seats sell out!
