Michelle Loke, Product Manager in Singapore, Singapore
Michelle Loke

Product Manager in Singapore, Singapore

Member since March 24, 2021
As a product manager, Michelle has been instrumental in developing a customer servicing mobile application enabling customers to file a claim, implement policy servicing, and purchase insurance easily. She is adept at managing multiple stakeholders and liaising across the business and driving adoption and change management. Michelle has over 15 years of marketing and CRM experience across consumer goods, retail, and financial services.
Michelle is now available for hire

Project Highlights

  • Led the mobile app development team to develop key policies for services, claims, and purchases of insurance features.
  • Led the development of a chatbot for answering servicing enquiries on Facebook and to triage complaints.
  • Led the website revamp for the AXA website to focus and provide more information for customers on servicing their policies and to drive customers to self-services using the MyAXA customer portal.

Expertise

Education

Employment

  • Product Manager

    2016 - 2021
    AXA Insurance Pte Ltd
    • Led the product team to develop key features with over 45% of customer adoption and 3.6/5 claims ratings.
    • Trained and mentored proxy product owners to develop skills in product prioritization and feature development based on data and analysis.
    • Drove user experience journey mapping for specific product lines such as investments and to map feature implementations in the mobile app.
    • Trained frontline staff in the adoption of the mobile app as well and developed video FAQs and improve the first-level resolution to over 90%.
    • Drove the user adoption of features and workflow process simplification enabling over 50% usage of features and the roll-out of simplified policy servicing processes via the mobile app with turnaround time within 1-2 days.
  • Digital Marketing Manager

    2015 - 2016
    Adidas Singapore
    • Championed the need for digital transformation through interviews with senior management.
    • Created omnichannel alignment across brand and eCommerce site for product launches.
    • Led the team in the digital ecosystem set up and instilled a tracking mechanism across all media buys, effectively putting in place ROI for campaigns through to sales in eCommerce.
    • Increased 3 stripes loyalty base sales to 22-30% of total sales and the database by 30% across marketing campaigns with 50% recruitment and 40% retention rates.
  • Brand Marketing Manager

    2012 - 2015
    Bosch
    • Created a CRM maturity framework and rolled out an SAP CRM in regional markets across APAC.
    • Championed in-house video content creation with video series to engage customers and reduced complaints on social media by 20%.
    • Led the always-on content strategy to engage consumers better and collaborated with partners and created marketing campaigns to strengthen user database collection.
  • Marketing Communications and CRM Senior Executive

    2008 - 2011
    Performance Premium Selection
    • Developed new branding for a separate line of pre-owned certified cars including website creation, event management, and the creation of a comprehensive CRM system.
    • Trained and mentored the sales team in the collection of customer data, digitization of the sales CRM process, and tracking sales conversion.
    • Built showroom events and triggers and managed all of the advertising; also created promotional campaigns for sales and leads generation.
  • Brand Consulting Executive

    2006 - 2008
    Citigate Su Yeang
    • Managed key accounts which included business pitches for projects and actively managed SingTel, MFA, SPH workshop projects, and annual reports.
    • Researched brand consulting projects including SPH workshop and identified key brand drivers and positioning of products in SPH umbrella.
    • Actively liaised between clients and design team, helping to articulate the brand purpose and challenge teams internally to develop quality visual communication materials for branding, product packaging, and website.
    • Managed key accounts for OT Indonesia FMCG group—helping to develop and sustain brand awareness, repeat purchases, and positioning of new products through packaging and campaigns.

Project History

  • Customer Service Mobile Application
    Led the mobile app development team to develop key policies for services, claims, and purchases of insurance features.

    • Developed the key features for the customer self-service such as enabling customers to file a claim, purchase insurance, and policy servicing.
    • Drove product adoption, marketing, and promotions.
    • Handled key stakeholder interviews.
    • Groomed and analyzed the liaison and product feature backlog with testing and feature deployment.
    • Mapped the user experience and designed the features.

  • Service Chatbot
    Led the development of a chatbot for answering servicing enquiries on Facebook and to triage complaints.

    • Led the development and stakeholder liaison for the servicing chatbot helping over 70% of customers with a servicing query.
    • Created faster turnaround time for customers with a query to within a day with increased customer satisfaction ratings.

  • Website Revamp
    Led the website revamp for the AXA website to focus and provide more information for customers on servicing their policies and to drive customers to self-services using the MyAXA customer portal.

    • Managed the project of the website revamp and liaised across all lines of business stakeholders.
    • Provided suggestions based on analytics on user browsing behavior, website navigation, UX design, and A/B testing of preferred product pages and service page layouts.

Education

  • Bachelor's Degree in Business Management
    2003 - 2005
    The University of Queensland - Brisbane, Australia

Certifications

  • IC Agile Certified Professional Agile Coaching
    NOVEMBER 2020 - PRESENT
    ICAgile
  • Certified Scrum Product Owner (CSPO)
    JULY 2017 - PRESENT
    Scrum Alliance

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