Role Overview
GM – Contact Centre is responsible for shaping and driving the strategic vision of the Contact Centre as a core pillar of Croma's customer experience ecosystem. The incumbent acts as a CX architect, ensuring that the Contact Centre becomes a source of customer insight and a catalyst for customer‑backward transformation across the organization. The role leads omnichannel support strategy (voice, digital, chat, social, messaging), and embeds a unified service philosophy that strengthens customer trust and loyalty.
Key Responsibilities
Contact Centre Strategy & Transformation
- Define the long‑term CX strategy for the Contact Centre aligned to organizational priorities.
- Design and lead customer‑backward journeys, ensuring frictionless support across all touchpoints.
- Build the Contact Centre as a Customer Insight Hub, institutionalizing VoC analytics, insights reporting, and action loops for business teams.
- Drive adoption of AI, automation, and digital self‑service to improve speed, consistency, and cost efficiency.
Omnichannel Service Delivery & Experience Management
- Oversee end‑to‑end service delivery across voice, chat, email, social, message, and in‑app support.
- Own and deliver unified CX KPIs including CSAT, First Contact Resolution, TAT, Escalation Rate and NPS contribution.
- Provide strategic oversight on the escalation management framework, ensuring issues with high‑impact are resolved swiftly and systemic patterns are converted into structural improvements across journeys and partner operations.
- Implement experience quality frameworks, including call quality, journey quality, and experience assurance audits.
- Drive experience‑focused interactions across all channels to enhance trust and strengthen brand loyalty.
Governance, Performance Management & Experience Reliability
- Build a strong governance mechanism across all channels, zones, and service partners to ensure consistent experience delivery and a disciplined risk‑control framework.
- Lead performance and governance reviews with outsourced partner leadership, driving accountability on KPIs, experience standards, and structural improvements.
- Drive cross‑functional collaboration with Stores, SCM, Digital, ZipCare, Marketing, Product and Tech on CX-defining initiatives, anchoring a unified change‑governance mechanism for platform enhancements, integrations, and automation priorities.
- Lead capability development with support partners, ensuring maturity in processes, staffing excellence, experience consistency, and alignment to evolving CX standards.
Leadership, Culture, and Capability Building
- Lead, mentor, and inspire a high-performing team of CX professionals and partner leaders.
- Foster a customer-centric culture that drives empathy, problem-solving, and proactive ownership.
- Institutionalize a continuous improvement engine — RCA frameworks, systemic fixes, experience enhancements, and capability building.
- Strengthen team effectiveness through coaching, skill programs, knowledge frameworks, and digital fluency initiatives.
- Drive workforce planning for scale, efficiency, and capability diversification
