Head of Customer Experience
Mawred Al Baraka
Total years of experience :18 years, 8 Months
- Setting up the customer experience department (contact center, customer service, and home delivery)
- Improving the sales framework and increased the average order price by 35%
- Structuring multiple loyalty and retention programs including inactive customers, frequent customers, 1st order welcome, CSAT surveys, NPS, and Net Easy
- Working with operations department on optimizing their manpower by 40% while maintaining high service levels
- Working with POS system vendor on developing the CC module and other operational related modules
- Streamline multiple operational processes through automation to minimize errors, and improve efficiency
- Set up the Contact Center function including 3 operational sites
- Managed a team of 140 agents and support functions (Quality Assurance, WFM and RTM)
- Structured a Back Office and Social Media functions
- Administrated diversified customer experience and interaction programs (Retention, Loyalty, and Telemarketing)
- Handled departmental financials in terms of budgeting, cost monitoring & optimization, and ROI
- Improved sales achievements through various techniques and strategies
- Designed and developing a customer case management solution to handle customers’ complaints, tickets management, and activity reports.
- Developed the overall contact center QM system, in terms of policies and procedures, standardization, and performance management
- Designed the customer experience ecosystem
- Managed a team of 60 agents and support functions over multiple projects and LoBs in Saudi Arabia
- Handled the strategic planning and execution to improve profitability, productivity, and efficiency.
- Developed annual operating budgets and provide fiscal direction of the function
- Oversaw the daily operations and its various components, ensuring compliance with set goals
- Setting up all operational policies and procedures
- Worked on business development initiatives in terms of offering, value propositions, seeking new leads, and closing deals.
- Maintained client relationships and satisfaction levels through proper management of governance models and CRM processes
- Managing all the supporting functions under the operations department, consisting of 6 main functions: (Quality Assurance, Workforce Management, Performance Management, Reporting, Technical Support, Knowledge base and Content Management), main roles consists of the below:
Workforce Management:
- Managing overall operations headcount related policies and procedures in terms of staffing plans, attrition rates, recruitment requisitions, employees databases, cost allocation reports, and reporting (500++ agents)
- Developing and maintaining resource capacity planning (headcount vs. traffic, fixed assets, equipment and inventory, etc…)
- Overseeing the forecasting and scheduling framework and related processes
- Establishing a Real Time Management function to monitor, track, and report service level and schedule adherence measures, and manage all intraday related activities on a real time basis
Quality Assurance:
- Managing the QA framework within the QA function in terms of assessment, improvement, and control
- Managing the Quality Management System (QMS) in terms of documentation, communication, and audit
- Building the Internal Quality Auditing Framework
- Managing quality and performance certification initiatives on the corporate level
- Acting as a management representative within the “Quality Committee”
- Developing the quality assessment and coaching methodology to cater for business updates, best practices, and universal requirements
- Authorize quality standards definitions, updates, and targets
Performance Management and Reporting:
- Managing the reporting function processes (internal, external/ clients) in terms of design, structure, methodology, KPIs, validation, and follow-up
- Developing and reporting Executive Summary Reports on monthly basis to top management
- Designing the operations functional KPIs, to monitor and track internal performance and achievement rates
- Managing a project of customizing partners management dashboards with a third party vendor
- Designing CSR career development plans including structure, assessment, reporting, and improvement (based on a pointing system)
- Building a comprehensive pointing system driven by individual performance measures, and this is maintained through multiple evaluation mechanisms and sources. All results are consolidated in performance databases and manipulated in automated engines using MS Access
- Designing incentive programs to boost and leverage performance trends
Knowledgebase/ Content Management:
- Managing the knowledge circulation framework in terms of info sources, update channels, content management solutions, media formats
- Designing data structures within CMS to best fit employees and clients needs
- Expanding team roles to automate operational processes with effective web based tools (e.g. performance reporting, pointing systems, operations logs, QA evaluations forms, etc…)
Managed 3 divisions (Quality Assurance, Performance Management, Training & Development), main roles consists of the below:
- Developed and documented 40% of corporate operational policies, and procedures
- Planned and initiated the contact centre coaching and evaluation methodology
- Managed a project for launching the contact centre services for “Mada” (a telecom operator which provides WiMAX and VoIP services)
- Developed and automated several business processes and functionalities using MS Access (Payroll, Call Wrap up, Data entry databases, etc …)
- Established the training function within the operations team, to handle technical training, training needs assessment, and identifying areas of development
- Designed a comprehensive reporting system for operational KPIs and benchmarks
- Restructured the quality function within the organization, to better serve business needs
- Lead quality efforts in Amman and Baghdad sites, through managing and developing 3 quality representatives.
- Identified and documented 50% of corporate/local policies, procedures and other DQMS publications
- Identified and monitored corporate functional KPIs, in coordination with all function heads and top management, and to ensure its compliance to agreed service levels and targets
- Developed daily dashboards, to report main operational performance to top management
- Initiated quality awareness efforts amongst the organization, through developing and conducting training sessions, and sharing knowledge
- Developed and executed internal quality auditing plans, to ensure effectiveness of the QMS
- Formalized procedures, policies and standards for core business operations, and supporting functions
- Conducted internal quality audits, to measure the effectiveness of the QMS
- Evaluated the existing corporate culture with regards to quality, and formalized a plan towards achieving a high performance organization
- Researched and documented the franchising process and formulated its operational manuals
- Developed automated solutions for monitoring and evaluating the quality standards using MS Access
- Developed an integrated linked process flow system (QMFS), modeling quality management system (QMS) components
- Redesigned quality training material and conducted training sessions as part of the organization induction proces
- Performed administrative and office support activities
- Duties include receiving customer inquiries, and after sales support
- Coordinating the submission of proposals
- Tracking sales transactions
- Troubleshooting technical problems