Jaspreet Singh Marwa
Head Of Customer Support And Experience
Bengaluru
Summary
A customer experience leader with over 15+ years of expertise in Customer Support, Automation, Chatbot Strategy, Vendor Management, and Operational Excellence. Proven track record in building scalable customer service ecosystems, driving automation-first transformations, and delivering measurable improvements in CSAT, TAT, and revenue through digital channels. Skilled in managing omnichannel support (voice, email, chat, app) and leading large cross-functional teams across in-house and outsourced environments.
Strategic-thinking individual experienced in turning low-performing organizations into top revenue producers. Offering engaging and pleasant personality with expertise improving customer relationships.
Overview
17
17
years of professional experience
Work History
Director – Customer Experience, Automation & Vendor Operations
MediBuddy
10.2021 - Current
- Spearheading Customer Support Operations across voice, email, and chatbot channels with a strong focus on automation and efficiency.
- Implemented major upgrades to MIA (MediBuddy Interactive Assistant), improving containment and reducing live-agent dependency by 25%.
- Designed and deployed VoiceBot and IVR deflection systems to enhance self-service adoption and route calls intelligently.
- Managing 3rd Party CS Model with accountability for service delivery metrics (First Pick-Up 98%, Quality 85%, CSAT 4.4, TAT 90%).
- Collaborated with Tech and Product teams to enable On-CRM automation allowing CS agents to instantly share reports and resolve tickets.
- Championed App & Chatbot-first support strategy, masking direct CS contact details and promoting digital self-resolution.
- Introduced Upsell journeys within the chatbot and app for MediBuddy Gold, Lab Tests, and Renewals, driving revenue growth by 30%.
- Managed CS automation roadmap, integrating tools like Exotel, Freshdesk, and Dialogflow for omnichannel automation.
- Led cloud-based telephony migration and CRM continuity during remote operations, ensuring zero downtime during COVID-19.
- Established real-time CX dashboards to track CSAT, AHT, attrition, and daily performance trends.
- Mentored Quality & Training leaders to improve audit accuracy, compliance, and team readiness.
- Implemented DLT and Number Whitelisting through Truecaller and telecom partners to improve call connectivity and lead generation by 18% to 22%.
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
Operations Manager – Customer Experience & Automation
FirstCry.com
04.2018 - 09.2021
- Built the Customer Success function from scratch, implementing telephony for voice support and Zendesk for non-voice ticketing.
- Partnered with Product and Tech teams to design seamless issue-resolution frameworks across chat, call, and email.
- Deployed ACD and IVR systems to deflect calls intelligently and strengthen ITO (Information, Triage & Outreach) processes.
- Managed PAN India operations with 200+ associates, 8 SMEs, 4 Assistant Managers, and 11 Team Leaders.
- Designed and monitored performance dashboards tracking SLA, CSAT, TAT, and attrition metrics.
- Led COVID-19 operations planning, shifting all support processes to cloud-based telephony and VPN-based CRM access.
- Executed automation pilots using no-code tools and chatbots, reducing manual intervention and improving FCR.
- Worked closely with warehouse and logistics teams to streamline order management and fulfillment SLAs.
- Conducted UAT testing for website, app, and chatbot to ensure smooth customer-facing performance.
- Awarded Best Team Performer 2019-20 and recognized for leadership in CX transformation and automation initiatives.
- Led cross-functional teams to identify process inefficiencies, resulting in improved workflow and reduced operational costs.
- Streamlined customer service operations by implementing automated response systems, significantly enhancing response times and overall satisfaction.
- Developed training modules for staff, fostering a culture of continuous improvement and increasing team productivity and engagement.
Assistant Manager Training (Customer Service and Back office)
Serco Bpo Pvt Ltd
02.2011 - 04.2014
- Facilitate New Hire Induction Batches for operations floor.
- Manage & plan Manpower Requisition for the production floor.
- Handled a team of 8 Trainers [Pune].
- Planning training calendar for the Organization.
- Preparing and presenting Circle MIS for the Organization.
- Content Validation for the current training module.
- Tracking 1 month performance for CSA’s on production deliverable.
- Conducting Refreshers for the entire production floor basis TNI’s identified [Pareto analysis]
- Conducting Product Knowledge test for the operational floor at all levels [Monthly & Bi monthly PK test]
- Conducting Trainers Day Out [Development of skill for the current team of trainers]
- Certified TLDP Trainer & Assessor [Certify team leaders on Coaching & Feedback Methodology.
- Part of the core group for Vodafone Essar Ltd for content & module validation.
- Introducing multiple contests on the operations floor to create a fun and learn environment.
Process and Soft Skills Trainer
Intelenet Global Services Pvt Ltd
06.2008 - 11.2011
- Taking new hire induction batches of Postpaid and PGC batches and conducting refresher.
- Designing and reviewing training module and lesson plan.
- Jointly working with client on new product for smooth cascade on floor.
- Assessing trainers and ensuring Training Effectiveness.
- Developing content based on the Training Need Analysis suitable to the target audience.
- Transitioned processes from initial setup period to the operations phase.
- Ensuring that the training team works in a smooth and efficient way.
- Managing, Conducting & Designing Refresher courses for the Client.
- Ensure that the teams meet their performance metrics through monitoring, evaluating performances to ensure process compliance and achievement of productivity and quality standards.
- Prepared monthly and weekly client review presentations.
- Lot of activities and contest on floor such as ( Make a Difference, Bolo kya baateyin, Product ka sikander etc)
- Took escalation calls and did floor walk.
Customer Care Officer
Intelenet Global Services
03.2007 - 06.2008
- Activation of new mobile connections.
- Taken care of the value added services of existing connections.
- Different facilities activating & deactivating as per customers request.
- Taken care of migration from prepaid connections to a postpaid one.
- Checking application forms.
- Allocating mobile number and IMSI.
- Maintaining Daily Sales Report.
Customer Care Officer
PAGEPOINT SERVICES PVT LTD
04.2005 - 03.2007
- Was responsible of taking inbound calls for Airtel MP circle
- Had met daily calls target as per the targets
- Had good quality score and ACHT on floor
- Different facilities activating & deactivating as per customers request
- Got award for punctuality and no shrinkage on floor
Education
B.Com -
Himalayan University
04.2001 -
Skills
Multichannel strategy execution
Interests
Like Traveling and Cooking, Writing Poetry in Punjabi and English, Playing Volleyball and like Swimming, Blogger on Social networking sites
Accomplishments
- Received appreciation from Corporate Office& Circle for successful AMDOCS (new Billing System) launch in Mumbai and Maharashtra Circle
- Awarded Mega Star in Dec’15 for most successful Billing System migration nationally.
- Received appreciation from Corporate Office for successful AMDOCS (new Billing System) launch in Sydney City in 2017.
- Received appreciation from Corporate Office for successful new Activation/Inventory software launch in 2012.
- Honored as Vodafone Super Star several times for interdepartmental support as well as Customer Support.
- Initiate of Tariff Automation which helped to earn more prompt, flawless Customer Experience.
- Initiate to change Duplicate Bill process, helped to earn Customer Satisfaction percentage.
- Awarded with BEST TEAM PERFORMER of the year 2015-16.
- Received the EXTRA MILER Award for initiating of SSHT team (Special Situation Handled Team).
- Received the BEST TEAM MANAGER Award.
- Received the BEST TRAINER Award.
- Received the TEAM EXTRA MILER award for process contribution across the floor.
- Received Certificate of Appreciation for the Best Attendance Record.
- Received Awesome Centurion Award.
Billing Exposure
- BSCS - Operational proficiency in BSCS Billing system with 7 years’ experience.
- AMDOCS - UAT done and successfully launched nationally including Kolkata & Bengal.
- CRM - In-debt work experience in CRM system.
Timeline
Director – Customer Experience, Automation & Vendor Operations
MediBuddy
10.2021 - Current
Operations Manager – Customer Experience & Automation
FirstCry.com
04.2018 - 09.2021
Assistant Manager Training (Customer Service and Back office)
Serco Bpo Pvt Ltd
02.2011 - 04.2014
Process and Soft Skills Trainer
Intelenet Global Services Pvt Ltd
06.2008 - 11.2011
Customer Care Officer
Intelenet Global Services
03.2007 - 06.2008
Customer Care Officer
PAGEPOINT SERVICES PVT LTD
04.2005 - 03.2007
B.Com -
Himalayan University
04.2001 -