Aditya Birla Group - Lead - Customer Experience - TMRW

Lead - Customer Success (8-14 yrs)

CUSTOMER EXPERIENCE LEAD

ABOUT TMRW

TMRW is an Aditya Birla Group digital venture focused on building a portfolio of digitally native, direct-to-consumer brands across fashion, lifestyle and other consumer categories.

Backed by the Aditya Birla Group, TMRW brings together digital capabilities, consumer insights, technology and operational excellence to build and scale the brands of tomorrow.

ABOUT THE ROLE

We are looking for a Customer Experience Leader to own customer experience across a portfolio of TMRW's direct-to-consumer brands.

For a set of brands, you will run the function directly - owning the team, service levels, agent partners, quality, escalations and the day-to-day operating rhythm. Across the wider portfolio, you will establish the common standard through playbooks, metric definitions, technology, quality frameworks and reporting.

The role is highly cross-functional. Customer experience is shaped by logistics, technology, communications, merchandising and operations. You will be expected to identify the root cause of customer issues, quantify their impact and partner with the relevant function to resolve them at source.

This is a hands-on leadership role - you will work directly with ticket data, vendor partners, dashboards and escalations while building a scalable customer experience function.

WHAT YOU WILL OWN

1. CUSTOMER EXPERIENCE OPERATIONS:

- Own day-to-day customer support across chat, email, voice, WhatsApp and social media for assigned brands.

- Manage staffing, shift coverage, response and resolution service levels, answer rates and escalations.

- Establish operating rhythms and ensure consistent customer experience across channels.

2. AGENT & BPO PARTNERSHIPS:

- Own partner selection, commercials, service-level governance and quality oversight.

- Manage outsourced capacity and partner performance.

- Lead vendor transitions with adequate overlap, knowledge transfer and continuity of service.

- Negotiate and manage per-contact and per-seat commercials while ensuring service quality and cost efficiency.

3. AUTOMATION & TECHNOLOGY:

- Own the customer experience technology stack across the portfolio, including conversational AI, bots, ticketing, social and calling platforms.

- Drive platform consolidation where fragmentation does not create sufficient value.

- Evaluate automation based on both contact deflection and customer satisfaction.

- Define which customer interactions should be automated and which should always remain human-led.

- Partner with Technology teams to improve tooling, automation and customer experience outcomes.

4. CX STANDARDS & GOVERNANCE:

- Establish common standards across brands for ticket taxonomy, metric definitions, quality and audit frameworks, SOPs, response libraries, dashboards and reporting.

- Create a consistent framework through which customer experience can be measured across brands and business units.

- Ensure standards are adopted consistently across the portfolio.

5. VOICE OF THE CUSTOMER:

- Own customer feedback programmes including Net Promoter Score (NPS), customer satisfaction, exit and uninstall surveys, app store sentiment and ticket-led root cause analysis.

- Translate customer feedback into actionable improvements for the relevant business functions.

- Build mechanisms to ensure customer insights influence business and product decisions.

KEY RESPONSIBILITIES:

- Treat customer contact as a business signal, not simply a workload to be staffed.

- Identify, size and eliminate major contact drivers at source in partnership with the relevant functions.

- Identify recurring customer issues across brands and build solutions that can be scaled across the portfolio.

- Own and standardise key CX metrics including contact rate per order, customer satisfaction by channel, bot satisfaction, Net Promoter Score, first-contact resolution, response and resolution service levels and app ratings.

- Ensure metrics are consistently defined, measured and reported across brands and time periods.

- Build quality systems covering sampling, audits, coaching, training and dissatisfaction attribution.

- Attribute customer dissatisfaction to its underlying source - agent, process, technology or customer - and convert insights into corrective actions.

- Manage vendor commercials and drive cost-to-serve optimisation.

- Partner with senior brand and functional leaders to drive improvements beyond your direct reporting structure.

- Own escalations and communicate issues through clear diagnosis, quantified impact, identified ownership and specific actions.

- Lead and develop the in-house CX leadership team and build a strong succession pipeline.

- Stay close to the operation - including ticket analytics, vendor reviews, customer escalations and performance reviews.

- Build a scalable customer experience operating model that can support multiple brands at different stages of growth and maturity.

HOW YOU WORK:

- You see customer contact as a signal about the business, not just a queue to manage.

- You value accurate, trusted metrics and can clearly explain how every number is derived.

- You use data to diagnose problems rather than relying on assumptions.

- You evaluate automation based on the experience it delivers, not only the volume it deflects.

- You come to escalations with a diagnosis, an owner and a proposed solution.

- You are comfortable operating in ambiguity and building processes from the ground up.

- You take ownership beyond the formal boundaries of your role when the customer or business requires it.

- You can influence teams and functions even when they do not directly report to you.

- You are comfortable balancing customer experience, operational efficiency and commercial outcomes.

WHAT WE ARE LOOKING FOR:

- 6+ years of overall experience, with at least 4 years in customer experience / customer support operations.

- Proven experience managing customer support teams directly - in-house, outsourced or a combination of both.

- Experience in a D2C, e-commerce or consumer internet business, with a strong understanding of the post-purchase customer journey.

- Experience managing customer contact centres at scale across chat, email, voice, WhatsApp and social media.

- End-to-end experience managing BPO / vendor relationships, including partner selection, commercials, SLA governance, quality management and vendor transitions.

- Strong data and analytical skills with the ability to independently size contact drivers and work with ticket analytics and dashboards.

- Demonstrated ability to drive change through cross-functional teams that do not directly report to you.

- Experience building and managing quality frameworks, including audits, sampling, coaching and dissatisfaction attribution.

- Excellent written and verbal communication skills, with the ability to present clear analysis to senior stakeholders.

- Strong stakeholder management skills and the confidence to challenge viewpoints using data and evidence.

- Experience leading teams and developing managers or functional leads.

GOOD TO HAVE:

- Experience in fashion, apparel or lifestyle, particularly categories where sizing, exchanges and returns are significant.

- Understanding of India-specific commerce dynamics including Cash on Delivery, Return-to-Origin, tier-2/tier-3 customer behaviour and quick-commerce delivery expectations.

- Experience managing customer experience across multiple brands or business units.

- Hands-on experience deploying conversational AI or agentic AI in customer support.

- Demonstrated experience eliminating a customer contact driver at source with quantified business impact.

- Understanding of cost-to-serve, including per-contact cost, concurrency and technology/tool consolidation.

- Experience building customer experience operations for a new brand, business or market.

TEAM & SCOPE:

- Lead a team of 4 in-house CX leads across operations, quality and training.

- Manage customer experience operations delivered through external agent/BPO partners.

- Partner closely with Brand, Technology, Logistics, Operations, Merchandising and other functional leaders across the TMRW portfolio.

- Establish a scalable CX framework that can be adopted across multiple brands.

WHY THIS ROLE?:

Most customer experience roles offer either the opportunity to run operations for a single brand or to build standards without owning the underlying operation. This role offers both.

You will run customer experience day-to-day for a set of brands while also building the standards, systems and capabilities that shape CX across the wider TMRW portfolio.

You will be close enough to the operation to see the impact of changes quickly, while having the scale and mandate to influence customer experience across multiple growing brands.

LOCATION:

Bengaluru, India