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 focuses on the role of customer experience in driving differentiation and competitiveness amid the rapid growth of consumerism and the underlying social, mobile, and digital customer behaviors. In addition, Tom writes about disruptive business models that apply human-centered design and value co-creation to produce a winning combination of superior CX and clear business value.

Previous Work Experience

Tom brings a wealth of multidisciplinary professional expertise gained from 17 years of experience across North and South America, Europe, the Middle East, and Asia. Before joining Forrester in May 2017, Tom headed up KPMG’s digital strategy advisory for the financial sector and led KPMG’s customer and growth practice across ASEAN. Tom has delivered a number of projects recognized as global cases of CX-led business design. He also worked in the design and rollout of the firm’s customer experience certification program, which aimed to offer technical CX skills to staff and clients. Prior to KPMG, Tom was a partner and managing director at Senteo, a boutique consultancy that was one of the first in the world to focus exclusively on CX-led business transformations. Before management consulting, Tom enjoyed a successful career in Washington, D.C., as an international trade professional and a legislative lobbyist working with the US Congress.

Education

Tom holds a bachelor’s degree in international relations and economics from Grand Valley State University in the US.

He is a visiting lecturer at Singapore Management University, where he offers a lecture series on "The Internet of Things" and "FinTech Innovation." In addition, Tom is involved in academic research about the effect of the digital economy on the workforce, employment, and the 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 focuses on the role of customer experience in driving differentiation and competitiveness amid the rapid growth of consumerism and the underlying social, mobile, and digital customer behaviors. In addition, Tom writes about disruptive business models that apply human-centered design and value co-creation to produce a winning combination of superior CX and clear business value.

Previous Work Experience

Tom brings a wealth of multidisciplinary professional expertise gained from 17 years of experience across North and South America, Europe, the Middle East, and Asia. Before joining Forrester in May 2017, Tom headed up KPMG’s digital strategy advisory for the financial sector and led KPMG’s customer and growth practice across ASEAN. Tom has delivered a number of projects recognized as global cases of CX-led business design. He also worked in the design and rollout of the firm’s customer experience certification program, which aimed to offer technical CX skills to staff and clients. Prior to KPMG, Tom was a partner and managing director at Senteo, a boutique consultancy that was one of the first in the world to focus exclusively on CX-led business transformations. Before management consulting, Tom enjoyed a successful career in Washington, D.C., as an international trade professional and a legislative lobbyist working with the US Congress.

Education

Tom holds a bachelor’s degree in international relations and economics from Grand Valley State University in the US.

He is a visiting lecturer at Singapore Management University, where he offers a lecture series on "The Internet of Things" and "FinTech Innovation." In addition, Tom is involved in academic research about the effect of the digital economy on the workforce, employment, and the vocational needs of the future.

Tom Mouhsian's Research

Most RecentMost Popular
  • 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.

  • For Customer Experience Professionals

    REPORT: Hardwire Customer Experience To Financial Performance

    CX Pros In Financial Services Must Connect Metrics To Money

    August 30, 2018Tom Mouhsian

    Senior business leaders in the financial services industry measure success with metrics like return on equity, net income, and risk-adjusted allowances but don't know how customer experience (CX) affects these metrics. To gain business credibility and impact, CX pros must connect CX outcomes to core business metrics. This report leverages the experiences of a select group of CFOs and CMOs at the vanguard of this connection to show CX leaders what information and tools to use to elevate their CX practices to improve business results and executive buy-in.

  • For Customer Experience Professionals

    REPORT: The Singapore Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience

    August 29, 2018Tom Mouhsian, Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? In our inaugural Singapore Customer Experience Index (CX Index) report, we reveal the complete rankings of 16 brands in three industries and the government sector. We also unveil surprising data about the effect that CX has on customer loyalty and the factors that drive CX quality. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For Customer Experience Professionals

    REPORT: How To Set Up An Effective CX Training Program

    Follow Three Key Steps To Ensure That Your CX Training Delivers Optimal Impact

    May 29, 2018Tom Mouhsian

    Customer experience (CX) strategies can be derailed by lack of preparation, poorly defined business context, and difficulty aligning the time spent on one-off training workshops with the value they create. This report sheds light on the critical elements of an effective CX training program. We present findings from a series of Forrester CX and customer journey mapping training workshops, provide practical frameworks for CX training, and recommend ways that CX professionals can get results from their CX training initiatives.

  • For Customer Experience Professionals

    REPORT: Case Study: Prudential Put Customers First And Revitalized Its Business Performance

    Scale Customer Experience Quick Wins To A Total Business Makeover

    January 26, 2018Tom Mouhsian

    Creating a vision for customer centricity as a strategic company objective is easy; executing a wide-ranging transformation program to enable customer centricity is much harder. Prudential is at an early stage of such a transformation and has already made substantial progress. Customer experience (CX) professionals can use this case study to learn how to successfully initiate a CX transformation, generate early results, secure widespread buy-in, and scale the program to all parts of the company.

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