Sr. Manager - CX, Digital Channels & Applications (Mashreq Bank Pakistan Limited)

Job Purpose:

The Senior Manager – Customer Experience (Digital Channels & Applications) is responsible for shaping and enhancing the end-to-end digital customer experience for SME and individual customers across mobile applications, digital channels, and AI-enabled service interfaces.

This role will drive optimization of digital journeys on the app and other digital touchpoints, use data and analytics to identify opportunities and pain points, and design AI-chatbot experiences that effectively manage customer queries, complaints, and service requests. The incumbent will work closely with product, technology, operations, and service teams to deliver best-in-class digital banking experiences aligned with customer expectations, business objectives, and regulatory requirements.

Key Result Areas:

• Lead and continuously enhance end-to-end SME and individual customer journeys across digital channels and applications, ensuring intuitive, seamless, and efficient customer experiences.

• Identify pain points, drop-offs, delays, and service gaps across app-based and digital journeys and translate findings into prioritized improvement initiatives.

• Design, optimize, and govern AI-chatbot experiences to effectively handle customer queries, complaints, and service requests with high containment, accuracy, and customer satisfaction.

• Use data, analytics, dashboards, and customer insights to monitor digital journey performance and recommend actions that improve usability, service responsiveness, and digital adoption.

• Partner with product, technology, service, and operations teams to implement enhancements that improve SME and individual customer experience across digital banking journeys.

• Benchmark digital journeys and AI-based servicing capabilities against industry best practices and leading digital banking players to deliver best-in-class customer experience.

• Prepare presentations and present customer experience insights, journey performance, digital improvement priorities, and key themes at EXCO and relevant committees as required.

• Track and report key digital experience metrics including complaints trends, chatbot effectiveness, journey conversion, turnaround times, and customer satisfaction indicators.

Knowledge, Skills & Experience:

• Education & Experience: Bachelor’s degree in business, Marketing, Digital Strategy, Analytics, Information Systems, or a related field. Relevant experience in customer experience, digital banking, digital customer support channels, digital product/service journeys, or service design is essential; experience with SME and individual customer journeys is preferred.

• Digital Banking & Customer Experience Knowledge: Strong understanding of digital banking products, services, channels, mobile app journeys, self-service design, and customer-centric digital experience management and regulations.

• AI-Chatbot & Servicing Knowledge: Familiarity with AI-enabled chatbot journeys, conversational design, query handling, complaint management, and service request flows in digital environments.

• Analytics, Excel & Presentation Proficiency: Strong analytical capability with proficiency in Excel, dashboards, data interpretation, and PowerPoint presentations; ability to convert large volumes of data and customer insights into actionable recommendations and management-ready presentations.

• Problem Solving & Insight Generation: Ability to diagnose journey issues, identify patterns in complaints and customer behavior, and develop practical improvement solutions.

• Stakeholder Management: Strong ability to work across product, technology, operations, service, and control functions to deliver customer experience improvements.

• Communication Skills: Strong written and verbal communication skills with proficiency in English language and the ability to present insights, recommendations, performance trends, and strategic proposals clearly to senior stakeholders and governance forums.

• Industry Awareness: Knowledge of digital banking trends, customer expectations, and regulatory considerations relevant to digital channels and customer servicing.