Valeriya Dekusar

MAPS.ME / MAPS.Wallet / N2 Wallet- projects aimed to build an embedded financial ecosystem based on DeFi crypto wallet and a crypto/fiat payment card to serve as a daily banking Maps.Me users. https://maps.me/wallet/.

In my recent role, I spearheaded the establishment of the Customer Service department focused on developing an embedded financial ecosystem.

My mission was:

Selecting and implementing software solutions for CS operations.

• Recruiting and training a skilled CS team.
• Establishing procedures and internal references to streamline operations.
• Automating processes to enhance efficiency.
• Monitoring key performance indicators (KPIs) and service level agreements (SLAs).
• Acting as the primary liaison for CS matters within the company.
• Innovating by creating a Python program to develop a ChatGPT-powered chatbot integrated with Telegram.
• Managing customer success initiatives, designing campaigns, and delivering presentations on campaign outcomes to relevant stakeholders.

Key Achievements:

Launched profitable web3 financial product (positive operating profit from the 1st month) with a multi-language customer support. Developed and scaled a CJM onboarding process for diverse markets, aligning with regulatory standards while prioritizing user-friendly experience for non-crypto native customers. Managed beta testing and refined process based on user feedback for optimal usability and compliance.

Responsibilities:

• Strategic Leadership:Developed and executed the annual Customer Experience Strategy.
  Assessed and monetized customer satisfaction based on KPI/KQI metrics.
  
• Project Activities & Innovations:Optimized internal processes for best CX: NPS, CSI, Customer Journey, CX-Lab Tests, tNPS.
  Analyzed CJMs and UX to create optimization solutions, ensuring convenient and transparent omni-channel interactions with the company's key products and services (TOP CJM).
• Formulated and prioritized relevant TOP CJM, identifying key customer interactions and touchpoints.
• Developed backlogs based on customer needs and problems, all CJMs into a single format.
• Prioritized CJM implementation as a top priority for product teams.
• Provided transparent and user-friendly UX/UI design in new app.
  Created and launched a cross-channel onboarding program for new customers (CJ onboarding).
  Managed channel contact policies.
• NPS across all touchpoints and various channels, correlating findings with business metrics.
• Built and managed a team of 15+ individuals from scratch, organizing work processes using both waterfall and agile methodologies to ensure efficiency and flexibility in project execution.
  
• Improving Business Efficiency:Provided up-to-date statistics on target KPIs and competitor CX indicators.
  Regular reports to the Board.
  
• Monthly Client Committee:Prepared, elaborated, and executed main key indicators for Client Committees.
  Coordinated cross-functional decisions implementation based on committee decisions.
  
• Cross-Functional Activities:Promoted a client-oriented approach, collaborating with Infrastructure (including IT), Service, and Marketing B2C/B2B departments.
  
  

Achievements:

• Successfully implemented the "NPS Bottom Up solution" technology platform through managed market analysis, RFI, and RFP processes.
• Together with Digiatal team transformed the App into the primary communication and customer service channel, achieving an NPS score of 72% and CSI of 78%.Successfully decreased service operations in salons and CC by transitioning service delivery to a mobile app.
• Launched redesigned app "MegaFon," increasing MAU by 40% over the first seven months.
• Increased NPS by +6pp and improved CSI position in the competitive market, with drill-down analytics to subscriber/employee level and full-cycle CFL implementation.

Customer Experience Strategy Development, MTS B2C Russia:

• Developed and managed CX strategy and tactical plan.
• Defined requirements for analytical tools and CX platforms.
• Managed annual budgets for network quality improvement.
• Monitored global CEM techniques.
• Optimized Customer Journeys across all touchpoints.
• Implemented design thinking in products, services, and support.
• Prioritized Customer Journey redesigns to boost NPS.
• Reduced costs of traditional service channels.
• Reported on quality and customer experience.

Achievements:

• Developed and defended the "MTS PJSC Program for Improving Customer Interaction" at the Board of Directors.
• Launched the program with a multi-channel marketing solution and Big Data, reducing contact center load by 40% on key issues.
• Conducted in-depth analysis and business logic correction, leading to a +3pp increase in NPS for Q4 2017.

Commercial Planning for CVM Activities at MTS:

• Managed campaigns, MTS Bonus, revenue lift, sales, and retention.
• Defined new measurements and KPI reporting systems.
• Developed investment cases and budgets for CVM projects (OPEX/CAPEX).
• Collaborated closely with Finance for cost control and business planning.
• Directed strategic initiatives for customer loyalty and churn management.
• Implemented and developed Real Time Marketing Solutions.
• Created cross-departmental communication strategies and processes.
• Coordinated and controlled external partnerships, including projects with Vodafone.

Achievements:

• Successfully implemented Real Time Marketing Solution, reducing OPEX by 20% YoY.
• Increased MTS margin with international partners by 40% YoY.
• Enhanced loyalty program, boosting MTS Bonus active participants and increasing revenue by 70% YoY.
• Organized the first MTS CBM Summit, facilitating collaboration within MTS and AFK Sistema, exceeding objectives.

Responsibilities:

• Budget Development & Control:Developed a reliable and efficient budget model.
  Controlled OPEX and maintained budget discipline.
  Organized budget processes, cost control, and allocation management.
  Communicated with various departments for budget coordination.
  
• Forecasting & Analysis:Forecasted outstanding performance metrics.
  Conducted variance analysis (price/margin/quantity analysis, revenues, and expenses).
  
• Reporting:Managed reporting, including explanations, analyses, and data loading into Nisma.
  
• Strategic Participation:Participated in the long-term strategy development of the Run-off project.
  

Achievements:

• Successfully implemented the Run-off project, achieving all KPI targets.

Managerial Reporting and Business Analysis Lead:

Responsibilities:

• Managerial Reporting:Prepared and analyzed managerial reports on alternative distribution sales results.
  
• Business Units Analysis:Analyzed Business Units' activities, focusing on profitability indicator ratios by channel/product.
  Calculated Products P&L and managed cost allocation for alternative distribution channels.
  
• Incentive Compensation:Developed and implemented plans for the incentive compensation system.
  
• Collaboration:Communicated and actively worked with portfolio managers and external business departments to enhance various channel sales (Telesales, Payroll projects, E-commerce, DSA).
  Actively participated in the migration to advanced technology, collaborating with Operations.
  

Achievements:

• Enhanced sales growth across multiple channels through strategic support and collaboration.
• Successfully developed and implemented an effective incentive compensation system.

Responsibilities:

• Bills Validation & Payment:Ensured accurate bills validation by the finance team and proceeded with payments.
  
• Cost Control:Controlled and reported expenses versus budget.
  Developed and issued various control reports.
  
• Budgeting Process:Participated in the budgeting process, including assumptions and forecasting of revenues/expenses.
  Supported the regional network in cost controlling and budget implementation.
  
• Pricing & Commissions:Followed up and controlled pricing and commissions reports.
  

Achievements:

• Streamlined cost control processes, enhancing budget accuracy and efficiency.
• Improved the accuracy and timeliness of financial reports, supporting better decision-making.