Reshma Abdullah

• Preparing Press Releases and external communiques
• Participate in various stakeholders, committee meetings with delegations & government entities
• Preparing stakeholder meeting reports, policy briefs for CCI Management, trade issues & resolution status reports
• Preparing quarterly reports for donor funded projects & for government entities related to PAK-AFG border trade
• Preparing proposals and presentations on new initiatives
• Managing monitoring matrix for new initiatives/projects
• Advising on digital transformation & service improvements for Chamber members
• Designing surveys and action plans, preparing research reports on diverse topics related to PAK-AFG trade relationship
• Monitoring media for news related to trade activities between Pakistan-Afghanistan and Central Asian States

Marketing and Communication

• Developed content for all marketing communication (customers & trade partners).
• Content & Communication for customers, trade partners, government agencies, alliances & sponsorships
• Developed marketing collateral with different vendors (Flyers, Posters, Giveaways, Backdrops, event themes, stalls at various events, special event collaterals, Giveaways for Corporate Clients, trade partners, Ramazan & New Year Gifts, E-Invites, Print and E-Advertisement etc.)
• Official event management (FAM for trade partners (International & Domestic), cricket & golf tournaments, Iftar dinners, UAE National Day
• Event Participation at Karachi & Islamabad, annual day event for Staff, Employee Engagement activities)
• Design and execution of all marketing campaigns
• Coordination with Dubai HQ for all marketing and PR activities
• Responsible to ensure corporate brand guidelines are followed in Pakistan Region for MarCom activities
• Internal employee communication management (Operational Guidelines, Processes, announcements etc.)
• Website content review and recommendation for Pakistan to Dubai HQ
• Translating content in Urdu for Dubai HQ
• Evaluation & Recommendation to Dubai HQ for Pakistan related Marketing Campaigns

Customer Service Management

• Established, developed, led and managed overall Customer Service portfolio strategy and operations (travel shops and Contact Center)
• Hiring, training and performance management of customer service teams
• Implementation, monitoring and improvement of service quality & customer experience program

Digital Transformation/Technology implementation Management

• Business requirement gathering for all technology related projects
• Leading business side in technology projects
• Led projects for contact center systems, SMS and Email Campaign manager, CRM for travel shops, Ticket management system for Sales and Sales Support, customer surveys, service KPIs reporting

Compliance and Standardization

• Standardization, communication & compliance monitoring of all standard operating procedures
• Monitoring & managing compliance cases
• Recovered AED 108,000 in penalties

Revenue Contribution

• Generated AED 256,876 in 2016 and increased to AED 569,305 (121%) in 2017 from Contact Center
• Generated AED 2,264,463 in 2016 and increased to AED 2,679,210 (18%) in 2017 from Retail Services
• Signed up joint campaign with MasterCard Pakistan and generated revenue of AED 1,77,669 being the first ever campaign from flydubai Pakistan
• Signed up with Easy Paisa payment portal for Contact Center
• Signed up HBL-IPG services for contact center

• Led team of 200 resources in 24*7 environment including 5 supervisors
• Managed operations, Loyalty program, Quality Assurance & Training, MIS & WFM teams
• Development, implementation and audit of performance, processes and Quality standards in line with international standards of Contact Centers (COPC Standards) for all teams/functions
• Customer feedback, random sampling of interactions and web based feedback management to assess services of the contact center
• Monitoring of complaint management system to identify trends and recommend changes in airline policies impacting customers.
• Handling escalated complaints and coordinating with other departments & senior management for the resolution
• Conducting training needs analysis, designing courses and deliver training programs, training calendar and refreshers with focus on service and technical aspects
• Operating as bridge between different teams (product/back-end loyalty program team/ brand/e- commerce/revenue management/Quality assurance/Safety) and contact center
• New product launches through contact center (SMS information/outbound campaigns/mobile based reservations/ticket at home/limousine service for Business class/re-launch of loyalty program, Emergency response & disruption management)
• Coordinating with global stations and providing full service support to off line stations
• Conducted gap analysis & developed report on Loyalty program improvement with objective of reducing revenue leakage and fraudulent account creation, monitoring of suspicious accounts, identifying trends of customer trips, duplicate account checks, fraudulent redemption and point accumulation
• Provision of different reports, identifying trends and initiating change suitable to customer needs and business requirements
• Monthly Internal employee newsletter and other employee engagement events planning and execution

• Entrusted with responsibility of improving existing Customer Service Division
• Led and managed Contact Center and Support Center with over 150 resources in 24*7 environment
• Developed & implemented customer communication templates for emails, SMS and calls
• Led Quality Assurance & Training unit of Customer Service ensuring that internal and external SLAs are met with objective of continuous improvement
• Providing support to other divisions to improve customer impacting services
• Improvement in team & department performance management
• Re-engineering of Quality Standards and expanding function to cover whole division
• Part of CRM development and improvement team Liaison with Product & Services team to launch and execute new product line Part of Customer Retention and Win back team
• Managed Business Analysis team and developing reports for Senior Management
• Alignment of processes reflecting “Voice of Customer” to bring about positive customer experience

• Active member of the first public utility transformation team
• Entrusted with the responsibility to develop Customer Care Department; a first in any public utility company in process of being privatization.
• Developed road map for first “Integrated Business Center” to provide complete range of services at one center in each region of the Karachi city.
• Development of processes and quality standards
• Content management of customer communication and experience
• Worked with different teams involved in transformation of the organization
• Active member of recruitment and talent acquisition to built successful transformation team.

• Led and managed south region Contact Center for one of the leading cellular company with a core team of 5 managers and 400 plus contact center agents in 24*7 environment
• Launched first ever “employee newsletter” of Mobilink Customer Service Department
• Special assignment to develop, manage and execute internal communication for Nationwide Contact Center team
• Represented Mobilink at several events held in Karachi
• Project Manager for implementation of latest and state of the art contact center technical solutions from business side
• Responsible for developing new and existing process improvement, quality standards and benchmarking
• Quality management of Karachi Contact Center and working with Central Standardization Committee
• Responsible for yearly expansion plans including hiring and meeting recruitment targets
• Ensuring results and customer satisfaction, loyalty and positive experience
• Performance management and Key Performance Indicator maintenance and management Employee retention, development and motivation Employee coaching and counseling
• Active Member of Service Excellence Program implementation team

• Initial member of the project team assigned to establish, manage and lead first ever state of the art Contact Center in government corporation
• Promoted to the position of Manager Operations within 2 years of being hired as a supervisor during the initial setup of the center and was part of the launch team
• Developed, documented and implemented processes for the smooth running of all the operations of the contact center, including areas like: Human Resource Management, Operations, Administration, Process Quality and Performance Management
• Relationship and account management of Pakistan International Airlines
• Managed a core team of 16 members and 125 contact center agents in 24*7 environment
• Maintained excellent customer services in one of the most successful Global Contact Centers in Pakistan
• Support in improvement plans of PIA, directly affecting the customers and positive image building of airline Support in improvement of PIA Loyalty program and launch of newsletter (Content & Communication) Development, training and implementation of in house “Emergency Response Function” for Airline Contact Center
• Led Contact Center Emergency response team in live crash of PIA flight in 2006.

• Responsible to revamp Customer Service function for internal and external customers
• Improvement of processes & training of resources
• Alignment of overall customer communication across business divisions
• Standardization of written customer communication including letters, contracts and other related documents

Additional Responsibilities

2001 - 2002 Management Representative for Quality Management Systems
Developed and implemented the company’s Quality Management System and successfully achieved and maintained the ISO 9001:2000 certification for 3 years running. The scope of certification covered all business units and about 114 employees.

2000 - 2001 Manager Internal Quality Audit
The position held the following responsibilities and garnered the below mentioned achievements:
▪ Successful achievement of ISO certification for J-Brand Personal Computers unit
▪ Developed process changes, corrective actions and clearance of all audit issues within the organization
▪ Planned all stages of Internal and External Quality Audit
▪ Initiated corrective and preventive actions
▪ Recommended appropriate changes to top management