Cheong Tatt Tan
Electrical Engineer by training and progress to various management roles in Network, Sales & Service, B2B. A member of Maxis Senior Leadership Team.
Kuala Lumpur
Summary
A wide range of management responsibilities in Network, Customer Experience, Sales, Retail, Commercial Operations, IT Biz Transformation & Marketing.
29+ years of experience in Customer Experience, Customer Relationship Management, Customer Service Operations from developing strategy, implementation, to sustaining & improving the business, as a key business strategy. Proven project management, business management, operational excellence, process improvements, negotiation, problem solving skills.
Able to manage across different cultures & businesses. My passion is working with people & engaging customers. I particularly enjoy working with customer facing team to inspire them to create WOW moments for customers while delivering sales through service. I am passionate with customers with strong #CustomerFirst mentality - from understanding their needs to providing solutions and to resolving their issues.
I am a people leader & advocate successes of others & use the success stories to inspire many others. Certified Transformation Leadership Program facilitator and conducts program to Maxis-wide since 2020. I consistently live by the spirit of Liverpool Football Club - You'll Never Walk Alone - with colleagues, customers, and friends.
Overview
30
30
years of professional experience
3
3
Languages
Work History
Head of Commercial Operations
Maxis
10.2023 - Current
- Part of Maxis' Senior Leadership Team
- Accountable for the B2B commercial process and operations from Business Customers' tender/bid to order received and contract signed by the customers.
- Passionately enable more wins for Enterprise Business and work collaboratively to positively influence the customer buying decision to Maxis.
- Ensure we deliver value for customers governed by the right outcome. Leverage on insights to win and drive simplification and automation of Commercial processes
- Worked well in a team setting, providing support and guidance.
- Demonstrated strong organizational and time management skills while managing multiple projects.
Head of Enterprise CX & Commercial Management + Enterprise Marketing
Maxis
10.2017 - 10.2023
- Part of Maxis' Senior Leadership Team. Lead 70 team members, double-hatting 2 roles in Maxis Enterprise Business
- Head of Enterprise CX & Commercial Management: Accountable to deliver Customer Experience, Enterprise Business Transformation program, and Commercial Management which includes Commercial & Product Pricing, Network Coverage Investment management, Revenue Assurance, Compliance, Incentive Assurance and Contract Management.
- Head of Enterprise Marketing: Accountable for Value Proposition, Marketing Strategy & Execution (including below-the-line marketing), Insights and Analysis, Base Management and Base Growth. Consistently delivering the low churn and high contracting base for SME segment, & industry leading Brand Heath Tracker & Brand NPS.
- Successfully launched the Maxis Business Innovation Center in 2022, a strategic customer touchpoint, with immersive customer experience and ecosystem of partnerships, to enable meaningful conversations with the business customers to support them on their digitalization journey.
Head of Retail, Sales & Service
Maxis
05.2015 - 09.2017
- Part of Maxis' Senior Leadership Team
- Led 1000 passionate team members in 65 Maxis Centers & 230 Maxis Exclusive Partner stores to deliver sales for all Consumer and Enterprise products. Inspire the customer facing frontline team to deliver delightful experience at every customer engagement and institutionalize strong upsell culture.
Uplifting Maxis Exclusive Partner stores to deliver branded experience similar as Maxis Centers. - Responsible for the 95% of the Postpaid Sales in Maxis.
Head of Customer Service Channels
Maxis
04.2013 - 05.2015
- Part of Maxis' Senior Leadership Team
- Led all the customer-facing channels - Retail, Contact Center, Telesales, Maxis Exclusive Partner stores, Online, Credit & Collection Operations with 1500 staff strength.
- Put in place the Leading & Living the Great Customer Experience program and consistently inspiring the team to be passionate with the customers.
- Set the foundation for the strong Customer Service culture in Maxis with high TouchPoint Net Promoter score >+60
Head of Channel Support, Sales & Service
Maxis
10.2011 - 03.2013
- The move was initiated as company leadership development plan for me to pursue the commercial/business role in Maxis
- Led the team of 100 to enable the Sales and Customer Service teams to be successful in the areas of Business Operations, Training, Quality Assurance, Methods & Procedure, Communication, Event Management, Retail and Below-the-Line Marketing.
- Enabled synergies in sales and service support structure across Maxis.
General Manager, Service Management
Maxis
04.2009 - 09.2011
- Head of Department accountable to the CTO for the efficient and effective delivery of product, services & business requirements to meet the Maxis business objectives
- Accountable for the service management for Enterprise Customers. Management escalation for Enterprise customers on delivery, issue resolution and network service experience.
- Network Focal for businesses - accountable to ensure Network CX. The department supports all the business divisions in Maxis.
- Had a 4-month stint as Acting VP for Network Implementation and Operations. Good exposure to step up versatility in leadership.
Head of Product Engineering
Maxis
01.2007 - 03.2009
- Supported Business & Product Development in delivering 2G and 3G based products & solutions
- Played a key focal role for Business on behalf of Network on overall product delivery & lifecycle management.
Head of RF Design & Optimization
Maxis
08.1996 - 12.2006
- Progressed from Assistant Manager to Head of RF Design and Optimization for the country
- Led a team of 50 engineers to design, plan, execute network nationwide
- Accountable to deliver the Nationwide coverage expansion and network quality aligning to the customer demand and business growth.
Regional Engineer
Maxis
02.1995 - 07.1996
- Promoted to Manager after 7 months as Individual Contributor and a fresh graduate from university. Assumed Management roles since then.
- Led a team of 10 to deliver the network in Klang Valley and support in other key cities and North South Expressway.
- Key contributor in the successful launch of Binariang/Maxis network in 5 cities in August 1995
RF (Radio Frequency) Engineer
Maxis
05.1994 - 01.1995
- Joined Binariang/Maxis to design, plan, build, implement the network. Managed end-to-end radio network design, base station dimensioning, site and infrastructure build and integration to the core network system.
- Made first call on GSM network.
- One of the key founding members in Network team to successfully design, build and launch Maxis on 15 August 1995
Education
Bachelor of Electrical Engineering -
University Malaya Malaysia
Skills
People management & engagement
undefinedRecognition
- Yammer/ Viva Engage Top 3 Influencers winner, every year from 2014 to 2023
- Best of the Best in-house Contact Center, National Customer Experience Industry Award 2014
- Computerworld Malaysia Customer Care Awards 2014 & 2015
- Maxis CEO Award winner 2003 for delivering significant technology refresh and cost savings from Network tender.
Passions
- Liverpool Football Club
- Squash
- Gardening
Social Space
Facebook - Tan Cheong Tatt (陈昌达)
Instagram - cheongtatt
LinkedIn - Cheong Tatt Tan (陳昌達)
References
Available upon request
Timeline
Head of Commercial Operations
Maxis
10.2023 - Current
Head of Enterprise CX & Commercial Management + Enterprise Marketing
Maxis
10.2017 - 10.2023
Head of Retail, Sales & Service
Maxis
05.2015 - 09.2017
Head of Customer Service Channels
Maxis
04.2013 - 05.2015
Head of Channel Support, Sales & Service
Maxis
10.2011 - 03.2013
General Manager, Service Management
Maxis
04.2009 - 09.2011
Head of Product Engineering
Maxis
01.2007 - 03.2009
Head of RF Design & Optimization
Maxis
08.1996 - 12.2006
Regional Engineer
Maxis
02.1995 - 07.1996
RF (Radio Frequency) Engineer
Maxis
05.1994 - 01.1995
Bachelor of Electrical Engineering -
University Malaya Malaysia
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