As Hong Kong businesses navigate changing consumer spending habits and increasing cross-border competition, customer experience, data, and ecosystem thinking have become critical differentiators. At The MarTech Summit Hong Kong, we are delighted to welcome Michelle Chan, General Manager, Head of Customer Experience, Marketing & Data Analytics at DCH Mobility, to the Panel Discussion | [Localisation Strategy] Winning Back Local Wallets: How Hong Kong Brands Can Compete with Cross-Border Spending Using Data & Experience. With more than two decades of experience spanning automotive, banking, insurance, telecommunications, and technology, Michelle brings a unique perspective on how organisations can combine data, behavioural insights, and customer-centric design to build stronger engagement and long-term loyalty.
About DCH Mobility
DCH Mobility, formerly known as DCH Motors, is one of Hong Kong’s leading automotive groups, providing vehicle sales, aftersales services, mobility solutions, and customer lifestyle offerings. As part of Dah Chong Hong Holdings, DCH Mobility represents a diverse portfolio of automotive brands and is focused on transforming the customer journey through digital innovation, data-driven engagement, and integrated mobility services. Through platforms such as MOTOGO, the company is building a connected ecosystem that brings together vehicle ownership, lifestyle services, loyalty programmes, and customer experiences across Hong Kong and beyond.
Quick Q&A with Michelle Chan
Could you please give us a quick introduction of yourself and share a bit about your role at DCH Motors?
I’m Michelle Chan, General Manager heading Customer Experience, Marketing & Data Analytics at DCH Mobility — formerly known as DCH Motors. My role sits at the intersection of brand, data, and customer strategy. I lead a cross-functional team responsible for building a connected B2B2C ecosystem — from membership platforms and loyalty programmes to O2O campaigns — transforming how we engage customers across the full automotive journey, from discovery through ownership and beyond. Part of my responsibility also covers Cross-Border (HK & Mainland) Mobility Business facilitation and orchestration, and overseas market business expansion enablement.
Why did you choose to participate in this summit?
The MarTech Summit brings together the right minds at the right moment. As DCH Mobility undergoes a significant brand transformation, the conversation around data-driven marketing, customer engagement, and technology integration is directly relevant to what we’re building. I wanted to contribute a practitioner’s perspective — one grounded in real execution across a complex B2B2C environment — and equally, to learn from peers who are pushing boundaries in customer experience and martech adoption.
From your experience across banking, insurance, telecom, and automotive, what are some common customer behaviours that remain consistent regardless of industry?
Across every industry I’ve worked in, one truth holds: customers expect to be known, not just reached. Whether in banking, Insurance, telecom, or automotive, people respond to relevance, timing, and trust. They disengage when communications across banking, insurance, telecom and automotive, one pattern holds true: customers want to feel known, not just served. They expect seamless transitions between digital and physical touchpoints, and they respond to relevance over volume. Trust is earned through consistency, not campaigns. In automotive, the purchase cycle is long — but the loyalty window is every service visit, every app interaction, every renewal. The brands that win are those that treat the post-sale journey as seriously as the sale itself.
You hold a degree in Cognitive Science, which is quite unique for a marketing and analytics leader. How has your understanding of human behaviour shaped the way you interpret customer data and design experiences that influence spending decisions?
Cognitive Science is a subject about both science and art. It covers philosophy, psychology, physiology, linguistics, and computer science, which are all the foundation topics contributing to Artificial Intelligence.
Cognitive Science taught me that behaviour is rarely rational — it’s contextual, emotional and shaped by mental shortcuts. That lens fundamentally changed how I approach data. I don’t just ask what customers did; I ask why the environment made that the easiest choice. When designing MOTOGO’s membership experience, we mapped decision triggers, not just touchpoints. Understanding how people process value, trust and loyalty at a cognitive level helps us build experiences that feel intuitive — and drive spending decisions that customers feel good about.
Looking at the Hong Kong market today, what opportunities do you see for businesses to strengthen customer engagement and win back local spending?
Hong Kong is one of the most demanding consumer markets in the world — and that is precisely what makes it exciting. The opportunity is significant for businesses willing to move beyond transactional thinking. Local consumers are not disengaged; they are discerning. They will commit deeply to brands that earn it. What wins here is a combination of ecosystem depth, genuine personalisation, and cultural intelligence. With MOTOGO, we are building exactly that — a platform that connects vehicle owners to services, lifestyle, and community in a way that makes DCH Mobility indispensable to their daily lives, not just their next car purchase.
Michelle’s insights highlight that winning customer loyalty is not about increasing the volume of marketing, but about creating experiences that feel relevant, seamless, and genuinely valuable. By combining data analytics with a deep understanding of human behaviour, she demonstrates how brands can move beyond transactions to build lasting relationships. As Hong Kong businesses look to strengthen local engagement and compete for consumer attention, her perspective offers a compelling reminder that trust, personalisation, and ecosystem value remain powerful drivers of customer choice.
The MarTech Summit Hong Kong – Driving Growth & Loyalty in Today’s Digital Economy
The MarTech Summit to Hong Kong returns in 2026 for its 5th year, continuing to bring together Hong Kong’s marketing, digital, data, and commerce leaders for a focused day of practical learning, meaningful networking, and regional insight sharing.
Over the past five years, the summit has grown into one of the region’s most established English-speaking MarTech communities, connecting local and international brands through honest conversations, real implementation stories, and high-level peer exchange.
Get ready for a high-impact, one-day summit bringing together senior executives from top companies like Cathay Pacific, HSBC, DBS, Nike, Colgate, Manulife, Yahoo Hong Kong, Octopus Cards Limited, BlackRock, and many more – ensuring a dynamic mix of thought leadership and industry presence.
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Last updated: June 2026
