Farhana Khan

FirstClub (Quick Commerce Startup | Clean & Curated Platform)

• Driving CX transformation and cross-functional alignment in a fast-paced launch environment
• Set up CX from scratch : built chat flows, refund policies, escalation SOPs, and agent playbooks, ensuring every customer touchpoint felt thoughtful and intentional.
• Led cross-functional CX programs : from beta testing to VOC loops, translating real feedback into actionable fixes across product, tech, and supply chain.
• Designed real-time CX dashboards : mapped the entire order journey to uncover delays, refund trends, and service gaps helping teams act faster.
• Laid the foundation for scalable CX policies : built guardrails for returns, account-level risks, and goodwill gestures, keeping customer trust at the center.

• Led end-to-end user experience, Large vertical Forward Delivery, Post-delivery, and cancellation processes, driving improvements in customer satisfaction.
• Defining strategies and roadmaps for effective resolution for journey node portfolio assigned
• Developed recovery frameworks and SBR processes, improving CSAT, on-call resolutions, and reducing Q2R times.
• Collaborated with the Supply Chain Control Tower to implement process interventions, achieving a ~2% reduction in escalations and a 4% increase in RR through proactive communication and BOT interventions.
• Proactive Delivery slot availability-wise communications to reduce reactive escalation and have achieved ~2% reduction CTU and ~4% improvement in RR
• Led an OTIF(on time in favourable) project that boosted delivery conversions from 20% to 45% in 4 weeks, raising customer experience scores from 40% to 70%.
• Reduced RTO by 0.7%: Prevented non-intentional cancellations after the 3rd delivery attempt by discontinuing automated cron processes, thereby eliminating systemic wrongful cancellations and enhancing Customer Value Proposition (CVP).
• Enhancing Large Open Box Delivery Experience: Focused on increasing customer awareness and reducing RTO rates to improve the overall effectiveness of the open box delivery process.
• Drove key projects to improve NPS, reduce Q2R, and refine service recovery processes, alleviating significant customer pain points.

• Oversee a team of consultants managing L2 Operations and Service Recovery with a key focus on consultant development and improving user experience.
• Interact with employees, make recommendations, and ensure all team members are fully capable and understand their targets and KRA's and achieve them.
• Identified areas in need of critical improvement and implemented strategies to create a good customer experience.

• Developed a strong understanding of customer needs and pain points, consistently meeting daily targets and sharpening problem-solving skills through hands-on experience in a fast-paced environment.
• Transitioned into a leadership role where I managed team performance through quality assurance initiatives, including off-site training, call audits, and coaching, significantly improving team efficiency and customer service quality.

• Analyze business problems faced by the customer and suggest solutions for the problem. Ability to go into details, and extract very specific details regarding functional requirements.
• Process Setup, Engineering, and Governance: Lead process excellence Initiatives on certain L0/L1 metrics for customer experience
• Collaborated with Product and Engineering teams to build a Self-Serve delivery confirmation process, reducing stuck returns by 50% and saving ~₹1 Cr annually, while improving resolution rates and reducing CTU.
• Partnered with Business teams to define contact handling mechanisms for Office & Institution users, enabling GST invoicing at checkout, which streamlined user flows and contributed to ~6% of Flipkart's GMV.
• Introduced OTP delivery verification to combat 'Wrong Delivery' fraud, and optimized reactive contact processes, achieving a 4% improvement in enterprise-level Resolution Rates.