Digital Customer Service Manager

Job Description: Digital Customer Service Manager - Asset Management

Role Summary
The Digital Customer Service Manager is responsible for managing and enhancing digital investor servicing experiences across online and assisteddigital channels for an Asset Management Company (AMC). The role focuses on investor satisfaction, service quality, digital adoption, regulatory compliance, and close coordination with operations, technology, RTA, and distributor ecosystems.

Key Responsibilities
1. Digital Investor Service Operations

• Own endtoend digital servicing for investors and distributors across:

• AMC website and investor portals

• Mobile applications

• Email, chat, chatbots, and digital service requests

• Ensure timely resolution of investor queries related to:

• Transactions (purchase, redemption, SIP, SWP, STP)

• Account statements, capital gain statements

• KYC, FATCA, nomination, bank mandate changes

• Monitor and manage service SLAs, TATs, and quality standards.

• Ensure consistency of service across digital and assisted channels (contact center, branches, RTAs).

2. Investor Experience & Journey Optimization

• Design, monitor, and continuously improve digital investor journeys across the investment lifecycle.

• Identify common investor pain points, repeat service requests, and digital dropoffs.

• Drive initiatives to:

• Increase selfservice adoption

• Reduce manual and assisted requests

• Improve ease of investing and servicing digitally

• Track and improve investor satisfaction metrics such as NPS, CSAT, and complaint ratios.

3. Digital Platforms, Automation & RTA Coordination

• Work closely with:

• Call center Team

• Internal digital and IT teams

• RTAs (e.g. CAMS)

• Technology and service vendors

• Define business and service requirements for:

• Digital service enhancements

• Chatbots, automation, and workflow tools

• Participate in UAT, releases, and postdeployment monitoring for digital changes.

• Ensure seamless integration and handoffs between AMC systems and RTA platforms.

4. Complaint, Escalation & Regulatory Management

• Oversee handling of digital servicerelated complaints and escalations.

• Ensure timely and compliant resolution of:

• Investor grievances

• SEBI SCORESrelated complaints

• Senior management and ombudsman escalations

• Drive root cause analysis (RCA) and preventive actions for repeat issues.

• Ensure transparent communication with stakeholders and investors where required.

5. Regulatory Compliance & Governance (Asset Management Focus)

• Ensure adherence to SEBI, AMFI, and internal AMC guidelines for investor servicing.

• Ensure compliance with:

• Investor grievance redressal timelines

• Digital communication and disclosures

• Data privacy, cybersecurity, and access controls

• Maintain SOPs, service documentation, and auditready records.

• Support internal audits, regulatory inspections, and RTA reviews.

6. Performance Monitoring & Reporting

• Track and analyze key digital service and investor experience metrics:

• Digital service volumes vs assisted

• Complaint ratios and resolution trends

• Turnaround times and SLA adherence

• Channelwise adoption and usage

• Publish MIS dashboards and insights for senior management.

• Recommend service and experience improvements based on data and trends.

7. Stakeholder & Distributor Ecosystem Management

• Act as a key liaison between:

• Call center team

• Digital & IT teams

• Operations & call centers

• RTAs

• Compliance & risk teams

• Distributor service teams

• Support distributor digital enablement and service experience where applicable.

• Ensure vendors and partners meet service quality and regulatory expectations.

Required Skills & Competencies
Core Skills

• Strong experience in investor servicing or customer operations within Asset Management
• Deep understanding of mutual fund transactions, investor lifecycle, and RTA processes
• Experience managing digital service channels and service platforms
• Strong complaint and escalation handling skills

Digital & Analytics

• Familiarity with:

• Digital platforms, mobile/web servicing journeys

• CRM, ticketing systems, chat tools

• Automation and workflow solutions

• Ability to interpret service data and derive actionable insights

Behavioral & Leadership Skills

• Investorcentric mindset with strong service ethics
• Excellent communication and stakeholder management
• Detailoriented with strong compliance awareness
• Ability to manage multiple priorities in a regulated environment

Qualifications & Experience

• Bachelors degree in Business, Finance, Technology, or related field (MBA preferred).
• 610 years of experience in customer service, digital operations, or CX roles within Asset Management / Mutual Funds.
• Handson experience working with RTAs and digital investor platforms.
• Certifications in CX, Digital, Service Management, or Mutual Fund operations are an advantage.

Reporting & Interfaces

• Reports to: VP Digital Investment Solutions
• Key Interfaces: Digital & IT Teams, RTA, Operations, Compliance, Call Center, Vendors