Job Description

Objective

Regional Manager, Customer Happiness plays a critical leadership role in shaping and delivering a consistent, high-quality customer experience across all regions. This role involves overseeing both the operations support and customer experience strategy, ensuring that support systems, team structures, and service processes are aligned with business growth and regional expansion goals. The ideal candidate will not only manage the day-to-day operations of a cross-functional customer support team but also design and implement strategic service initiatives, set up regional SOPs, and lead customer-centric innovation across digital platforms and physical service channels.

Position Responsibilities

Strategy & Regional Operations Leadership

• Lead the end-to-end customer support operations across multiple regions/countries, ensuring consistent service standards.
• Develop and implement customer service SOPs, workflows, and escalation matrices tailored for each market while aligning with overall brand guidelines.
• Set up and structure new regional support functions, ensuring scalability and adaptability for future growth.
• Forecast and manage staffing needs, shift planning (AM/PM), and resource distribution to ensure optimal coverage and service levels.

Customer Experience Design & Execution

• Design a seamless customer journey across all touchpoints, live chat, email, social media, and in-app feedback
• Use VOC (Voice of Customer), CSAT, NPS, and other data points to map customer pain points and proactively address them with relevant teams.
• Lead the deployment of customer feedback loops, ensuring insights are funnelled into continuous improvement initiatives

Process Optimisation & SOP Governance

• Build, review, and continuously enhance SOPs for ticket handling, escalation management, complaints, refunds, delivery issues, etc.
• Partner with outlet operations, marketing, tech, and logistics to ensure a frictionless support experience for both online and offline customers.
• Drive automation and self-service enhancements using tools like chatbots, knowledge bases, and FAQ systems. 

Team Leadership & Development

• Lead and manage a regional Customer Happiness team, including Assistant Managers, Team Leads, Executives, and PTEs.
• Provide mentorship, coaching, and performance evaluations while fostering a culture of ownership, collaboration, and customer-first thinking.
• Develop training programs to upskill the team on tools, tone of voice, SOP updates, and crisis handling.
• Monitor team KPls, including ticket volume, resolution time, FRT, CSAT, and team productivity metrics, ensuring targets are met consistently.

Stakeholder & Cross-functional Collaboration

• Act as the primary point of contact for regional support alignment, collaborating with Marketing, Tech, Operations, and Product teams to resolve systemic customer pain points.
• Work with Tech/CRM vendors (e.g. Zendesk, Freshworks, Zopim, ect) to optimise support tools, workflows, and integration across platforms.
• Represent the Customer Happiness function in leadership reviews, product planning sessions, and regional operational syncs.

Reporting & Insights

• Prepare weekly, monthly, and quarterly performance dashboards that highlight key trends, root causes, and strategic recommendations.
• Use data to identify emerging issues or service gaps and initiate corrective action plans across impacted regions.
• Analyse agent and team-level performance and take actions on training or resource allocation accordingly. 

Job Requirements

Qualification and Experience

• Bachelor's degree in Business, Operations Management, Communications, or related fields (CX certification is a plus.)
• 5 - 9 years hands-on experience in customer service operations, customer experience design, or CX strategy roles, with at least 4 years in a managerial capacity.
• Proven experience managing regional support functions or launching support operations across multiple markets (especially in SEA).
• Strong track record of SOP implementation, performance management, and developing cross-channel customer journeys.
• Strong understanding of customer service principles, including KPls such as CSAT, NPS, and FRT. 
• Experience with CRM systems, project management tools (e.g., Asana, Jira, Zendesk, Freshdesk, Salesforce, Lark), and customer support software.
• Proven experience managing multiple priorities, meeting deadlines, and thriving in fast-paced environments.
• Proven ability to work cross-functionally and build effective relationships with stakeholders.
• Experience with Al/chatbot tools and knowledge of customer experience best practices.
• Familiarity with data analysis and reporting tools.
• Proven track record in managing cross-functional projects and delivering customer-focused results.
• Knowledge of industry trends and competitive customer service practices.
• Strong leadership and people management capabilities, with experience handling both full-time and part-time teams.
• Excellent communication and stakeholder engagement skills; ability to work with diverse teams and influence at all levels.
• Strategic thinker with solid operational know-how and the ability to translate insights into actions.
• Strong analytical and problem-solving abilities to drive data-driven decisions.
• Leadership skills to guide and motivate a team, fostering a collaborative, customer-focused environment.
• Familiarity with project management frameworks (e.g. Agile, Waterfall) and customer experience best practices.
• In-depth understanding of customer support best practices, performance metrics (e.g., CSAT, NPS, Al-IT, FRT), and VOC methodologies.
• Proficiency in data analytics and reporting tools, with the ability to translate data into actionable insights.
• Familiarity with ticketing architecture, automation flows, regional compliance, and service recovery SOPs.
• Knowledge of industry trends, customer service standards, and emerging tools that improve project management and customer experience.

a Necessity, not a Luxury

Skills