Entrepreneur In Residence EIR - Customer Experience And Service Transformation

About Mumzworld

Mumzworld is the leading parenting destination in the Middle East, serving mothers and families across the region. We’re entering a new phase of disciplined, profitable growth, and that means rethinking how customer experience works in a modern, AI-enabled business. Customer service isn’t just ticket handling to us — done well, it’s one of the strongest operating advantages we have in e-commerce.

Why This Role Exists

Most customer service organizations run on manual effort, repetitive workflows, and reactive firefighting. We think CX can be rebuilt from first principles into a real strategic advantage — and this role is how we do that. You’ll transform how customer experience work gets done at Mumzworld through workflow redesign, automation, AI agents, and operational excellence.

This is not a traditional CX leadership role. We are not looking for someone to simply manage queues or maintain existing processes. We need a builder: someone who thrives in ambiguity, challenges legacy workflows, and can redesign systems in a fast-moving, imperfect environment.

The Mission

In your first 6–12 months, you’ll transform customer experience across three fronts.

• Build a world-class service operating machine
  
  

Improve SLA, AHT, first contact resolution, backlog, productivity, quality, and cost per contact. Build disciplined operating routines across chat, WhatsApp, email, phone, social, escalations, and assisted sales — and lead both our in-house and BPO operations.

• Build the voice-of-customer engine
  
  

Turn customer feedback; NPS, CSAT, complaints, reviews, sentiment, service data into action the business takes. Trace root causes across logistics, fulfilment, product, catalogue, marketplace, commercial, and tech. Reporting the problem isn’t the job; getting it fixed is.

• Lead agentification and AI transformation
  
  

This is the most important part of the role. Reimagine customer operations using AI agents, automation, copilots, smart routing, workflow redesign, and agent-assist tools. Find the high-volume manual workflows and redesign them. Partner with Product, Data, and Tech to embed AI into daily operations the result should be less manual work, faster resolutions, higher accuracy, a better customer experience, and lower cost.

Who This Role Is For

You might come from venture building, startups, scale-ups, consulting, or product/ops transformation, operator backgrounds, broadly. Corporate candidates can absolutely fit too, as long as they can point to real builder behavior in low-structure environments. You likely have 8–12+ years of experience, but trajectory and adaptability matter more to us than the number itself.

What You're Like

You build rather than maintain. You’re analytical, system-minded, and genuinely comfortable in messy environments, chasing root causes rather than symptoms. You’re curious about AI and drawn to automation, but you stay hands-on with operations and aren’t afraid to challenge the status quo. You move fast and take ownership without being asked twice.

The questions you keep asking: Why is this process built this way? Why are humans still doing this by hand? Could AI do this better? What’s causing this?

Success Metrics

Operational excellence

SLA, AHT, backlog, productivity, QA, cost per contact.

Customer Experience

CSAT, NPS, complaint reduction, escalation reduction, contact rate.

Transformation

Automation adoption, AI accuracy, deflection rate, manual workload reduction.

Business impact

Assisted sales, conversion, retention, customer lifetime value.

Why This Role Matters

Mothers and families trust Mumzworld during some of the most important moments in their lives, and customer experience is one of the biggest reasons that trust holds up. This role owns the daily service machine, represents the voice of the customer inside the business, and builds what customer experience at Mumzworld looks like going forward at scale.

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