Deema Al Masri

Key Responsibilities As Senior Manager - Owners Association:
• Managed mixed use property encompassing commercial, residential and retail and ensured effective resolution of owners and residents queries and concerns.
• Prepared and ensured compliance to annual budget for community association and obtained RERA’s approval based on statutory requirements.
• Interacted with DEWA, Dubai Civil Defense, Empower and Master Developers such as Emaar and Tecom for resolving various community related issues.
• Issuance of Community Newsletters and updating owners and residents with latest work, renovations, offers etc…
• Arranging of periodical community events to enhance the feeling of belonging within the community members and to raise funds for a good cause
• Liaising with different entities to get good offers and discounts for community residents.
• Negotiated and appointed Facility Management companies and specialized contractors for the communities. Evaluated and approved agreements related to Facility Management, specialized services, BTU reading and maintenance etc.
• Followed up with insurance companies for expediting processing and reimbursement of claims. Worked with external auditors for conducting annual financial audits, evaluating sinking funds and conducting Asset life cycle study.
• Led teams in generating and sending invoices for service fees to the customers aimed at maintaining collection rate at over 80%.
• Coordinated with facility management companies in implementing various energy saving techniques in the communities. Followed up with service providers of the communities for ensuring compliance to KPIs, obtaining 3rd party certificates and participating in PPMs.

Achievements:
• Core member of the team involved in managing the Cayan Tower (the twisted tower) an iconic tower of Dubai and the world.
• Played a key role in setting up Cayan Community Management L.L.C, a subsidiary company of Cayan Group to manage the Communities and Owner Association of Cayan Group ready projects.
• Successfully rolled out processes related to Customer Service, Snagging, Handover, DEWA connection, Default processes, Property Management, Property Transfer. Enhanced operational efficiency through 100% process automation
• Instrumental in drafting and presenting Business process Manual and SLA for the Customer Service and Owner Association Department. Acknowledged for setting up an effective compliant mechanism system and reducing complaints by 68%.

Key Responsibilities As Senior Manager -Customer Service

• Contributed in defining and implementing key organization improvement opportunities aimed at rendering superior quality service.
• Followed up with concerned stakeholders in ensuring compliance to department KPIs, evaluating issues and implementing effective remedial measures for recurring issues leading to enhanced client satisfaction.
• Developed and implemented mechanisms for collating and evaluating customer feedback pertaining to existing processes and deviations (Voice of Customer)
• Set up and maintained effective complaint mechanism system to identify the root cause of complaints.
• Managed upgrading and automating processes to minimize human error and improve efficiency in business transactions in coordination with IT department
• Represented the owner in managing the property and resolving property related issues in compliance to organizational policies and other statutory regulations.
• Interacted with customers and concerned stakeholders for collecting installments for projects under construction for maintaining project profitability.
• Reengineered processes across assigned projects and updated customers with new laws and processes of Dubai Land Department.
• Managed end to end sales transactions encompassing Oqood registrations, issuance of SPAs, Title Deed registrations etc.
• Managed activities related to snagging and handover, managing NOC of transfer, mortgage registration. Rendered property management services encompassing Ejari, DEWA connections, move in/out of tenants.
• Managed revision of agreements, issuance of legal notices, forfeiture of units, police cases and arbitration cases in coordination with the legal department.
• Highlighted and proposed solutions for critical technical issues and other operational bottlenecks to the senior management for implementing effective remedial measures.

Key Responsibilities:

• Led a team of 16 agents in catering to average of 33, 000 calls/emails per month in the 24/7 Call Centre and guided a team of 4 members of the customer management team to manage customer satisfaction surveys and complaints.
• Assessed data received from different implemented methodologies of Voice of the Customer as well as Complaint Mechanism report, Face2Face meetings, and Lost contracts meetings for implementing effective remedial measures to enhance customer satisfaction level and retention.
• Prepared and maintained operational efficiency and effectiveness by updating the Customer Response Center department Balance Score Card.
• Developed and maintained productive business relationship with major clients of the organization for effectively closing identified business deals. Functioned as point of contact for clients during the bidding process.
• Initiated Lost Contract Management by interacting with churned out clients to identify root cause of losing the contracts and implementing effective remedial measures.
• Assessed Customer Response Department SLAs and conducted visits to Service Delivery companies for benchmarking CRC best practices.
• Involved in recruiting, grooming and mentoring team of 20 members. Optimized resource utilization, prepared manpower plans and budgets through task allocation to the team members.

Achievements:
• Minimized complaints by 44% for B2B customers by developing Complaint Mechanism System and implementing process to proactively migrate B2C customers to higher level of complexity in Service Delivery.
• Designed and rolled out Mystery Shopper process to evaluate the customer experience and identify / resolve process gaps across areas of operations
• Enhanced operational efficiency of the Call Center by increasing the Service Quality Level (SQL) from 91% in 2010 to 98% in 2013 and decreasing the Abandoned rate from 2.5% in 2010 to 1% in 2013% (despite 22% increase in annual volume of Calls and Emails).
• Successfully rolled out projects related to ISO 9001:2000 Quality Audit, Dubai Quality Appreciation Award and Dubai Quality Award.

It is one of the leading real estate company providing premier lifestyles in the Middle East region.

Inducted as Customer Care Executive, charted a phenomenal growth curve through exceptional performance to merit promotion as Customer Service Manager.

Designation Chronology:
• Jan 2009- Present: Customer Service Manager
• Jan 2007- Jan 2009: Assistant Manager- Customer Service
• Jan 2005- Jan 2007: Senior Executive- Customer Service
• Jan 2003- Dec 2004: Customer Service Executive.

Highlights:
• Played pivotal role in setting up customer service department in Emaar, Syria, Jordan and Lebanon as well as spearheaded ISO 9001:2000 audit and recertification audit for customer care department.
• Revamped the customer service department and recognized several new roles to enhance operational efficiency of the department.
• Managing VIP Investors account by handling their financial, legal and administration work with the company. Introducing to them new opportunities for investment within the company and being their main coordinator between them and other departments of the company.
• Developed Policies and Processes to resolve complicated issues occurred due to the current market situation which assisted in increasing cash flow and resolving customers problems
• Developed the organizational chart and the Job descriptions for all roles in the department
• Developed training manual that added as a reference for the existing and new members of the department
• Played an instrumental role in managing and executing several project viz ISO 9001:2000 Quality Audit, Dubai Quality Award, E-Service, KPMG Audit, MERIC Audit
• Developed and devised online process and thereby minimizing paper work and time taken for the operations.
• Actively participated in CityScape 2009 and communicated organizational mission, goals and objectives to targeted customers, investors and media.

Achievements and Key Responsibilities as Assistant Manager- Customer Service (Jan 2007- Jan 2009):(continued)

• Manage and coordinate the process of handover of the residential units
• Coordinating with Quality Assurance department to ensure that inspected units by customers are certified and free of snags to be ready for handover.
• Coordinating with Project Managers and Development Managers to identify design issues and alternative solutions for such designs and prevention of it in the future.
• Orchestrating workshop for real estate agents and proffering presentations pertaining to the organizations policies/ products and to augment the product awareness as well as develop cordial business relationships.
• Interacting with team members by conducting meetings to review departmental issues, analyzing root causes and recommended proposals to the upper management to improve systems and services.

Achievements and Key Responsibilities as Assistant Manager- Customer Service (Jan 2007- Jan 2009):

• Appointed, tutored and managed a team of 12 customer service executives, undertook performance management reviews and appraisals, conducted bimonthly quizzes and reported the team performance to the senior management.
• Oversaw existing Customer Service operations within the department, designed and executed policies & procedures, analyzed areas of improvement and recommended appropriate strategies to improve customer satisfaction.
• Provided highest level of customers satisfaction by efficiently handling VIP customers, promptly resolving complaints, conducting customer satisfaction surveys, managing service recovery initiatives.
• Devised system to track pending cases and ensured adherence with pre defined SLAs, KPIs and MBOs.
• Efficiently organized programs for John Laing Homes (USA), Saudi, Turkey, Pakistan and Egypt and ascertained its conformity with SLAs’.

Key Responsibilities as Customer Service Manager (Jan 2009 - Present):
• Recruiting, training and managing a team of 22 personnel by defining responsibilities, conducting workshops on current market crisis, formulating budgets and planning man power to ensure highest level of productivity.
• Planning and implementing an integrated range of policies and procedures in alignment with Business Process Management team to resolve critical issues in consistence with the overall goals/objectives of the organization.
• Assessing KPIs & MBOs, supporting senior management in defining key organization improvement opportunities, setting goals, profit improvement objectives and providing strategies/ planning to bring about desired results.
• Managing VIP Investors account by handling their financial, legal and administration work with the company. Introducing to them new opportunities for investment within the company and being their main coordinator between them and other departments of the company.
• Managing the operation of the department by monitoring the flow of customers through different channels i.e Walk in customers, calls and emails.
• Generating weekly & monthly reports for Senior Management identifying major issues related to the customers, frequent complaints and Interactions.
• Ensuring that dissatisfied customers identified through reports are contacted and dealt with promptly.
• Accessing and evaluating customer satisfaction scores by undertaking surveys and devising preventive and corrective action plans to enhance customer retention.
• Reviewing communication materials of the company and working in coordination with marketing department to publish the same in the company magazine.
• Conducting Performance Management reviews and appraisals and identifying training needs for team members

Achievements and Key Responsibilities as Assistant Manager- Customer Service (Jan 2007- Jan 2009):

• Effectively established dashboard for customer relationship department, document management system and job shadowing programs, drafted training manual and property management booklet as well as devised cost effective process to ensures prompt attendance to customers’ calls.

Key Responsibilities as Senior Executive- Customer Service (Jan 2005- Jan 2007):
• Spearheaded the functionality 6 front executives and 2 back office executives, monitored back office operations and ascertained its alignment with organizational objectives.
• Handled inquiries and complaints while providing efficient and courteous service, performed required action and ensured that appropriate actions are undertaken to resolve issues faced by customers.
• Analyzed and verified contents of exception cases and presented the same to the management for their approval.
• Streamlined the workflow of Customer Service department, undertook site visits and provided outstanding customer service by minimizing average waiting time of walk in customers.
• Assessed overall performance of the department and updated the management with regular activity reports, as well as provided appropriate suggestions to achieve company’s milestone.
• Oversaw performance of staff in the customer interaction center, solicited customer feedback to suggest and incorporate modifications in business strategy, thus effecting high levels of sales and achievement of company objectives.