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Joon Haow Book has extensive experience in customer experience (CX) management, currently serving as CX Advocacy at CelcomDigi since December 2022, where responsibilities include project planning for customer journey improvement and executing initiatives to enhance customer service operations. Prior roles at Celcom Axiata Berhad from March 2018 to March 2023 involved overseeing CX strategy, identifying gaps across customer touchpoints, and coordinating workshops for continuous improvement. Earlier positions include Head of CX Social Media, CX & Community Manager at Celcom, and operational roles in companies such as webe digital, U Mobile, and Astro, where Joon Haow honed skills in customer service communication, social media management, and team leadership. Academic qualifications include a Bachelor's Degree in Mass Communication from UCSI and an Associate's degree from New Era University College.