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Customer experience has been leveraged upon as a key competitive differentiator in Western countries for a long time now. In recent years, the maturity of Asian economies has necessitated a higher emphasis on customer advocacy and loyalty.


What else can be done to set your brand apart from the crowd? How can you attract and increase customer “stickiness”? How can you consciously and consistently evoke emotions within customers that resonate with your brand?


The Oblivious-to-Obsessed framework lays out the path to achieving customer loyalty in a systematic and structured way. This is coupled with many case studies of companies in Asia that have embraced these best practices and have been rewarded with distinctive and continued success with their customers.

Based on years of in-depth research, best practices gathering and real-world experience, this book is written to help you discover:


  • How to determine the customer obsession level of your organisation

  • How to realign your business priorities to increase value

  • How to build a great customer experience that is consistent and authentic

  • How to develop a positive customer-centric culture in your organisation

  • What local and multinational companies across Asia are doing to build brands that customers talk about

ABOUT Raymond lee

RAYMOND LEE is the founder and Director of Emerge Consulting, with over 17 years of management consulting experience. He is also a sought-after speaker in the areas of strategy, customer experience, and change management, having addressed crowds from 50 to 1000. He was formerly an Associate Director in Ernst & Young Associates. Before that, he was a Manager in the Strategy, Organisation, and People Team in Arthur Andersen Business Consulting.

Emerge Consulting today operates in Singapore, Shanghai, Suzhou, and Beijing. In his years of management consulting, he has dedicated himself to helping businesses all over Asia build great customer experiences. His clients hail from a broad spectrum of industries, including security, building and construction, air travel, retail, financial services, automobile, and pharmaceutical. 

Changi Airport Group (CAG), Ascendas, Mercedes Benz China Limited, Volkswagen Import Group China, and Wildlife Reserves Singapore are among the many clients that he has worked with.


JOAN YONG is a manager at Emerge Consulting with more than 10 years of management consulting experience. In recent years, she has been a key leader of practice development at the firm, particularly in the areas of customer insights and customer advocacy and loyalty. 

She is passionate about helping businesses across industries to truly understand their customers, and to build great customer experiences. The clients she has worked with include Prudential Assurance Company Singapore, Wildlife Reserves Singapore, United Overseas Bank, Republic Polytechnic, Professional Engineers Board, Singapore Sports Council, Supreme Court Singapore, Infocomm Development Authority, Health Promotion Board, City Gas, Far East Organisation, Triumph International, CPG Corporation, ION Orchard, and the Civil Aviation Authority of Singapore.



“From Oblivious to Obsessed is filled with practical Asian examples, and
certainly gives a fresh perspective on customer service. Indeed, without
obsession, customer experience is nothing.”

—  Fanny Lai, Ex-CEO of Wildlife Reserves Singapore

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