Tom   Mouhsian

Tom Mouhsian

Principal Analyst Serving Customer Experience Professionals

Tom is a principal analyst based in Singapore, serving customer experience (CX) professionals across Asia Pacific. His research mainly focuses on the role of customer experience in driving business growth and differentiation. In addition, Tom provides technical skills training and advisory on how to collaborate, design, and then wire customer experience to financial performance results, thus helping companies to prioritize their efforts and build a stronger business case for CX transformations.

Previous Work Experience

Before joining Forrester, Tom headed up KPMG’s customer and growth advisory practice across ASEAN. He has delivered a number of projects recognized as global cases in CX-led business strategy and implementation. Prior to KPMG, Tom managed a boutique global consultancy that pioneered CX-based business transformations and operationalization of customer-centric business models ranging from product offerings to service delivery and digitalization. He oversaw the development and rollout of large-scale CX training and certification programs aimed at developing technical CX skills for professional services staff as well as client organizations. Before management consulting, Tom had a successful career in Washington, D.C., as an international trade professional and a legislative lobbyist working with various trade associations, corporate clients, and government bodies to promote multilateral trade across the globe.

Education

Tom holds a bachelor’s degree in international relations and economics from Grand Valley State University in the US. He is a guest lecturer at Singapore Management University on the topics of fintech and innovation and is also involved in research about the effect of the digital economy on the workforce and vocational needs of the future.

Tom Mouhsian

Principal Analyst Serving Customer Experience Professionals

Tom is a principal analyst based in Singapore, serving customer experience (CX) professionals across Asia Pacific. His research mainly focuses on the role of customer experience in driving business growth and differentiation. In addition, Tom provides technical skills training and advisory on how to collaborate, design, and then wire customer experience to financial performance results, thus helping companies to prioritize their efforts and build a stronger business case for CX transformations.

Previous Work Experience

Before joining Forrester, Tom headed up KPMG’s customer and growth advisory practice across ASEAN. He has delivered a number of projects recognized as global cases in CX-led business strategy and implementation. Prior to KPMG, Tom managed a boutique global consultancy that pioneered CX-based business transformations and operationalization of customer-centric business models ranging from product offerings to service delivery and digitalization. He oversaw the development and rollout of large-scale CX training and certification programs aimed at developing technical CX skills for professional services staff as well as client organizations. Before management consulting, Tom had a successful career in Washington, D.C., as an international trade professional and a legislative lobbyist working with various trade associations, corporate clients, and government bodies to promote multilateral trade across the globe.

Education

Tom holds a bachelor’s degree in international relations and economics from Grand Valley State University in the US. He is a guest lecturer at Singapore Management University on the topics of fintech and innovation and is also involved in research about the effect of the digital economy on the workforce and vocational needs of the future.

Tom Mouhsian's Research

Most RecentMost Popular
  • For Customer Experience Professionals

    REPORT: Demystifying Financial KPIs For Airline CX Professionals

    June 18, 2019Tom Mouhsian

    Customer experience (CX) professionals in the airline sector must connect CX outcomes to core financial metrics in order to establish the material impact of initiatives aiming to drive CX quality. For this to happen, airline CX pros must learn to speak the language of finance and understand how their carrier actually derives profit and shareholder value via a combination of revenue, cost, and capital. This presentation, based on detailed case study of AirAsia, a major low-cost carrier in Southeast Asia, offers a framework to connect CX with financial performance.

  • For Customer Experience Professionals

    REPORT: Hardwire Customer Experience To Airline Financial Performance

    CX Pros At Airlines Must Connect Metrics To Money

    June 5, 2019Tom Mouhsian

    While airline industry business leaders are used to tracking success with KPIs like return on invested capital and passenger yield, they don't always know how customer experience (CX) affects these measures. This poses a particular challenge to CX professionals, as CX strategies must be based on good business sense. To improve their credibility, CX pros at airlines must directly connect CX outcomes to core business metrics. This report shows CX pros what information, tools, and skills are necessary to strengthen the business case for CX that will improve financial performance.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Transformation Goes Pragmatic

    Key Takeaways From Forrester's Singapore And Hong Kong Predictions 2019 Events

    January 14, 2019Tom Mouhsian, Frederic Giron, Xiaofeng Wang, Achim Granzen

    Forrester's Predictions 2019 events in Singapore and Hong Kong highlighted the major trends, opportunities, and challenges that companies will face and must address in 2019. This report outlines the key takeaways from both events to help digital business leaders in Asia Pacific (AP) prepare for and lead change in 2019 and beyond.

  • For Customer Experience Professionals

    REPORT: Demystifying Financial Metrics For CX

    January 2, 2019Tom Mouhsian

    Customer experience (CX) professionals must trace CX outcomes to core financial metrics in order to establish the material impact of CX performance and initiatives that aim to drive CX quality. For this to happen, CX pros must learn to speak the language of finance and understand the profit DNA of their company and industry. This blueprint helps CX pros understand the key metrics that financial services firms use based on a detailed and illustrative unbundling of a major bank’s profit model that indicates which areas are affected by CX and how.

  • For eBusiness & Channel Strategy Professionals

    REPORT: A Cautionary Tale: Why Digital Monopolies Need Strong CX Too

    Weak Customer Experiences Threaten Grab's Dominance In Singapore

    October 3, 2018Tom Mouhsian, Dane Anderson

    When Uber exited Southeast Asia in exchange for a 27.5% stake in homegrown digital darling Grab, few questioned the bright future that lay in store for Grab. But the three months since the merger have been anything but smooth, especially in Singapore. Grab managed to irritate customers and drivers alike with changes that they perceived as heavy-handed and arrogant. This report shows why the customer experience (CX) is critical for high-flying digital disruptors and outlines the steps eBusiness professionals should take and the mistakes they need to avoid.

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