DCH Motors taps Michelle Chan to lead CX and data analytics unit

Dah Chong Hong Motors (DCH Motors) has appointed Michelle Chan (pictured) as general manager, head of customer experience and data analytics, reporting to Jonathan Li, head of motor group and yachts, DCH Motors. 

In this newly created role, Chan is responsible for heading the newly formed customer experience and data analytics unit, with functions covering ecosystem partnership, service innovation and incubation, marketing communications, loyalty, CRM and data analytics, digital platform planning and development, as well as customer care.

She is also responsible for shaping and aligning every customer touchpoint with the company direction to become a more customer centric and data driven organisation. This role oversees CX strategy across departments, drives cross-functional alignment, and ensures that experience isn’t just a metric, but a competitive advantage woven into the business model. responsible for overseeing and improving the overall customer experience across all touchpoints of a business.

Furthermore, Chan will be tasked at driving digitalisation, cross-border motor ecosystem transformation, new services and emerging business models incubation for DCH Motors.

Most recently as the general manager, digital business of DCH Motors, Chan was tasked at overseeing the overall customer relationship management and transformation of the company’s drivers-specific loyalty platform Hong Kong Motor Club.​

Before joining DCH Motors, Chan has been with Livi Bank, FWD Insurance, Hong Kong Applied Science & Technology Research Institute (ASTRI), Hong Kong Telecom (Group Loyalty Business, SVF Payment Business), Huawei Technology & Nokia Siemens Network, taken up leadership roles in marketing, product and business development functions. ​

In conversation with MARKETING-INTERACTIVE, Chan said, "As marketing becomes more measurable, personalised and technology-driven, data is no longer a support function; it’s a core competency. Marketers are increasingly expected to not just understand the numbers but to lead with them. They must use data to guide strategy, shape experiences and drive growth across both pipeline and engagement."

"This evolution requires a new function and new role within an organisation, a unit to blend data smarts with big creative ideas and a strong sense of what drives the business. My pleasure to take up this new and extended role with in DCH Motors. The business transformation to become customer centric and data driven organisation won’t be able success without the whole organisation’s support. I look forward to champion the transformation by fostering collaborations with all other functional leaders within the group, leveraging on data, technology and creativity," she added.

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