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: 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.

  • 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.

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