Role Overview 

The Customer Service Leader – DTC Channel is responsible for designing, standardizing, and leading end-to-end customer service operations across both online and offline touchpoints. 

The role oversees BPO customer service teams and in-store frontline to ensure consistent service quality across platforms (E-commerce, Web/App, Social, and Retail Stores). 

This position drives customer experience excellence through process design, SLA governance, case management, quality control, and continuous improvement initiatives. 

Key Responsibilities 

1. Omnichannel Customer Service Management 

  • Oversee customer service operations across all DTC touchpoints, including: 

    Online: Website, Mobile App, Marketplace (Official Store), social / digital marketing (if applicable), email, live chat 

    Offline: DTC retail stores (customer complaints, service recovery, store coordination, post-purchase support) 

  • Lead daily operations for Call and Chat streams, including queue health, routing, workload balancing, and escalation handling. 

  • Ensure coverage planning for peak hours, campaigns, and store traffic periods (if store support requires special coverage). 

  • Maintain service discipline across all channels: call, live chat, app/web tickets, marketplace chat, email, and store-related escalations. 

  • Monitor performance and productivity of the outsourced team; ensure adherence to schedules, scripts, and compliance requirements. 

  • Act as the central owner for customer service standards across the DTC ecosystem. 

2. Customer Journey & Case Flow Design 

  • Review and optimize end-to-end customer feedback and complaint handling flows: In-store handling, Hotline / inbox Shift handover, Escalation from store to Head Office 

  • Design structured workflows for issue resolution across channels. 

  • Ensure clear ownership between frontline staff, case owners, and escalation levels. 

3. Case Management & SLA Governance 

  • Define and categorize customer cases (e.g. returns, missing items, service attitude, payment delays, incorrect promotions, product knowledge gaps). 

  • Develop SLA frameworks for each case type: Immediate resolution vs escalation, Response time and resolution time (TAT), Monitor service performance and enforce SLA compliance across BPO and store teams. 

  • Ensure structured investigation and closure with clear root cause and corrective action plan. 

  • Partner with Retail Ops to address store-related service gaps, retrain staff if needed, and prevent recurrence. 

  • Control goodwill/compensation decisions within approved authority limits. 

4. Process Standardization & Service Playbook 

  • Build and standardize end-to-end complaint handling processes: Case classification and severity levels, Roles and responsibilities, Documentation and tracking forms, Approval and closure flows 

  • Develop in-store customer interaction guidelines: Communication standards, Apology and service recovery scenarios , Difficult case handling frameworks 

  • Implement a QA program: scorecards, call/chat audits, calibration sessions, coaching, and corrective actions. 

  • Drive onboarding/training for outsourced agents: product knowledge, promotions/T&Cs, returns/refunds rules, complaint handling, compliance, and data privacy. 

  • Maintain a robust Knowledge Base (KB) aligned across online and store policies. 

5. Reporting, Insights, and Continuous Improvement 

  • Own weekly/monthly dashboards: SLA, CSAT, NPS (if used), backlog, top contact reasons, complaint rates. 

  • Analyze VOC and define top drivers; convert insights into improvement initiatives (process, policy, product, UX, logistics). 

  • Reduce contacts via self-service and automation: KB, chat flows, order tracking messages, proactive notifications. 

  • Forecast volume and propose staffing changes (outsourcing scale-up/down) for mega campaigns and seasonal peaks 

6. BPO & Team Management 

  • Lead and manage external BPO partners to ensure service quality and consistency. 

  • Define operating model for customer service roles: Frontline (store / agent), Case owner, Escalation layers 

  • Ensure alignment between internal teams and outsourced operations. 

7. Cross-functional Coordination (Critical) 

Work closely with: 

  • Retail Operations: store issue resolution, store service standards, store escalation workflows 

  • Warehouse/3PL: delivery performance, damage/missing reconciliation, return logistics (RMA) 

  • Digital Product/IT: web/app bugs, payment gateway issues, OMS/CRM workflow improvements 

  • Commercial/Marketing: promo mechanics, voucher terms, campaign readiness and FAQs 

  • Finance: refund processing, chargebacks, reconciliation 

  • Compliance/Legal/QA: customer data privacy, product quality complaints, regulated communications 

Qualifications & Experience 

Experience & Background 

  • 6–10 years of experience in Customer Service, Customer Experience (CX), or Operations. 

  • Proven experience managing omnichannel CS operations (online + offline). 

  • Strong exposure to e-commerce, retail chains, or DTC business models. 

  • Experience working with or managing BPO/vendor teams is required. 

Core Competencies 

  • Customer experience design and operations management 

  • Process building and standardization 

  • SLA and performance management 

  • Stakeholder and vendor management 

  • Strong ownership and execution capability 

Functional & Professional Skills 

  • Deep understanding of CS operations across digital and retail environments. 

  • Strong analytical mindset with the ability to translate data into actionable insights. 

  • Experience in complaint handling frameworks and service recovery models. 

  • Ability to operate in a fast-paced, high-volume environment with multiple stakeholders. 

  • Strong communication and training capability.