Led customer and employee experience transformation programs for B2B, B2C and B2B2C clients across government, financial services, and telecommunications, designing and implementing comprehensive closed-loop feedback systems that translate customer voice into actionable improvements at both individual case (inner loop) and systemic organizational levels (outer loop). • Journey management and measurement: Customer (and employee) journey mapping and establishment of listening posts along the journey to measure experiences as people interact with the organisation and always on-any time listening through complaints, compliments, suggestions capture. • Closed-Loop System Design & Implementation: Designed and operationalized end-to-end closed-loop (inner) feedback systems (more than 10) integrating case classification, routing protocols, SLA frameworks, and escalation paths to ensure timely, empathetic resolution of individual customer issues compliant with organizational goals and government oversight while systematically capturing patterns for organizational learning of more endemic issues for resolution • Frontline Training & Capability Building: Developed and delivered comprehensive training programs and manager toolkits equipping frontline staff with skills to close the loop effectively with empathy, active listening, and solution-focused communication; trained 200+ staff across multiple organizations in customer recovery, empathetic engagement, and feedback response protocols • Governance & Outer-Loop Framework Development: Established governance structures root cause analysis frameworks to identify endemic issues from feedback patterns; designed escalation protocols and cross-functional review committees ensuring systemic issues are addressed through process improvements, policy changes, and strategic and executive interventions • Performance Metrics & SLA Frameworks: Developed comprehensive performance measurement systems linking inner-loop response times, resolution quality, and customer satisfaction to outer-loop metrics tracking pattern identification, systemic improvement implementation, and cultural adoption; aligned metrics with organizational goals and used predictive analytics to forecast improvement opportunities • Platform Implementation & Data Integration: Managed vendor selection and implementation of AI-enabled VoC platforms (Qualtrics, InMoment, Forsta/Confirmit) to automate feedback classification, enable real-time case routing, generate insights dashboards for pattern detection, and facilitate both individual response and systemic improvement workflows • Facilitation & Workshop Design: Designed and facilitated workshops with diverse stakeholder groups from executive leadership to frontline teams, building alignment on feedback responsiveness culture, co-designing classification models, establishing escalation criteria, and developing sustainable improvement processes • Maturity Assessment & Sustainment Planning: Conducted organizational maturity assessments evaluating feedback system sophistication, cultural readiness, and capability gaps; developed roadmaps with phased adoption strategies, change management plans, and long-term integration into strategic planning cycles • Cross-Functional Collaboration & Change Management: Partnered with operations, technology, sales, marketing, product, service, HR, and executive teams to embed customer voice into decision-making processes; drove cultural transformation initiatives establishing accountability for both immediate response and systemic improvement actions • Co-creation of Customer Value Propositions: with key representatives from across the organizations including board members, executive and individual departments, developed compelling customer value propositions (CVP) and key principles of a customer centered culture with clear action plan and next steps to embed among the entire organization • Segment Centered Feedback: Aggregate satisfaction scores often mask profound disparities in customer experience. I build disaggregated analysis frameworks that surface how feedback patterns differ by meaningful segments to drive the right actions for the right customer segments

• Designed and operationalized comprehensive closed-loop Voice of Customer program with defined case types, SLA frameworks, and escalation protocols ensuring vulnerable customer segments received empathetic, timely responses while endemic issues were systematically addressed • Developed and delivered training programs for relationship managers and frontline teams on empathetic customer engagement, effective loop closure, and root cause identification, building organizational capability to respond to feedback with both heart and effectiveness • Established governance structures including champion committees and cross-functional review boards to analyze feedback patterns, identify systemic issues, and drive outer-loop improvements through process redesign and policy changes • Created manager toolkits with scripts, response templates, and coaching guides enabling consistent, high-quality customer outreach that balanced empathy with effective problem resolution • Implemented performance dashboards tracking both inner-loop metrics (response time, resolution rate, customer satisfaction with closure) and outer-loop indicators (issue recurrence, systemic improvement implementation, cultural adoption) • Led strategic customer journey mapping initiatives and facilitated cross-functional workshops to identify friction points and co-design solutions for business customers across diverse segments

• Established and led enterprise-wide customer experience transformation program, driving end-to-end process redesign using human-centred design, Lean Six Sigma, and design thinking methodologies across multiple business units • Developed and executed strategic improvement roadmaps in collaboration with operations and frontline teams, delivering reimagined customer experiences and measurable service improvements • Linked CX KPIs directly to financial outcomes including retention, revenue growth, and customer lifetime value, demonstrating commercial impact and securing executive buy-in for customer initiatives • Introduced automated fraud detection and predictive onboarding journeys, improving operational efficiency (saved $20k/month) and reducing customer churn through data-driven interventions • Managed team of 12, serving as second-in-command to Chief Marketing Officer and reporting to C-level executives on transformation progress, performance metrics, and commercial results

• Championed and launched corporate-wide closed-loop Voice of Customer program integrating case classification, SLA frameworks, escalation protocols, and governance structures ensuring both immediate resolution and systemic improvement • Developed comprehensive training curriculum and manager toolkits for frontline teams on empathetic customer recovery, effective communication during loop closure, root cause identification, and when to escalate issues requiring outer-loop intervention o Established and led executive engagement program assigning each executive to key customer detractors ensuring the executives personally closed the loop with customers and were accountable for improving the customer relationship • Established cross-functional governance committee conducting monthly pattern analysis of customer feedback, identifying endemic issues, and driving systemic improvements through process redesign, technology enhancements, and policy changes • Designed performance measurement framework tracking inner-loop metrics (response time, resolution quality, customer satisfaction with closure) and outer-loop indicators (issue recurrence rates, systemic improvement velocity, cultural adoption measures) • Designed and led customer-co creation focus groups and workshops bringing together representatives from the organization and key customers to co-create an improved implementation process – to improve customer onboarding from the ‘vortex of pain’ to an easy and painless experience • Integrated closed-loop and CX performance metrics into company-wide scorecards and KPIs linking feedback to business outcomes including in NPS improvement, customer retention, and EBITDA growth • Facilitated workshops with cross-functional teams from board to frontline staff, building organizational alignment on feedback culture and co-designing sustainable improvement processes • Drove strategic alignment across Product, Technology, Marketing, and Operations to ensure customer voice informed strategy execution, product roadmaps, and service delivery decisions • Increased NPS by 23 points through rigorous customer research, accessible survey design, automated reporting, and closed-loop feedback mechanisms that addressed root causes • Built strong relationships with stakeholders at all organizational levels from board to frontline teams, enabling effective change management and sustained cultural transformation

Led data-driven marketing strategy, customer retention programs, and CRM operations, establishing foundational customer listening and feedback response capabilities • Customer Recognition Innovation: Initiated and embedded Personal Accountable Service® (PAS) across the company through the Customer Club – a unique employee recognition program where customers could nominate staff who exceeded service expectations, generating over 3000 customer testimonials and establishing cultural foundation for feedback responsiveness o One of the customer initiatives I led contributing to Macquarie Telecom being judged ‘Best Customer Care in the World’ at 2008 World Communication Awards • Managed CRM transformation (Salesforce.com implementation) from RFP to program planning to implementation and training - creating database architecture and people skills and knowledge enabling systematic tracking of customer interactions, customer planning, feedback patterns, and trigger points, providing foundation for both individual response and systemic improvement • Developed comprehensive database of customers and prospects including segmentation strategy based on potential value and key trigger points (contract expiry), enabling rhythmic, cost-effective CRM marketing that generated 3000+ leads with 9X return on investment • Managed 6-person team and $1M budget; achieved 100% staff engagement and retention as measured by AON Hewitt Australia

Certified NPS Associated

Satmetrix

2013

Lean Six Sigma fundamentals for Executives

University of Technology, Sydney

2014