Ying Hui Liew
Customer Operations & Growth Manager
Kuala Lumpur
Summary
Results-driven Customer Operations and Growth leader with over 8 years in fintech, digital banking, e-commerce, and consumer products. Led initiatives to scale operations, enhance acquisition conversion, and implement CRM automation. Translated customer insights into actionable strategies that drive measurable business growth.
Overview
4
4
Languages
10
10
years of professional experience
Work History
Customer Service Manager
MCM Group Asia
10.2025 - Current
- Lead customer acquisition, customer service, and retention operations for a health supplement business, managing a team of four individual contributors across acquisition and retention functions. Drive customer lifecycle strategy, CRM optimization, conversion improvement initiatives, and operational performance management to support business growth objectives.
- Increased customer acquisition conversion rate from approximately 1% to 3–4% within the first 6 weeks through sales process optimization, agent coaching, and customer journey redesign.
- Implemented CRM-driven customer lifecycle management processes using Strive Asia CRM, achieving 100% initial response coverage and increasing customer engagement rates from below 20% to approximately 40%.
- Strengthened customer retention strategy, contributing to the achievement of a 50% repeat purchase target, with customers averaging 2–3 purchases annually, average order values approaching RM900, and customer lifetime value exceeding RM2,000.
- Built and optimized six-stage acquisition and retention funnels, identifying key conversion bottlenecks and implementing targeted improvements to maximize conversion rates.
- Strengthened customer retention strategy, achieving a 50% repeat purchase target, with customers averaging 2–3 purchases annually and customer lifetime value exceeding RM2,000.
- Key Achievements:
CS Operation Team Lead (Skintific Malaysia)
MY FIMEDIA NETWORK TECHNOLOGY SDN BHD
10.2024 - 07.2025
- Oversaw regional customer service operations in Malaysia and Singapore, increasing startup support team size from 5 to 18 employees within first 6 months to ensure alignment with rapid business expansion across prominent e-commerce platforms including Shopee, Lazada, and TikTok Shop.
- Delivered top-tier operational performance across critical customer service metrics such as first response time (FRT), average handling time (AHT), and customer satisfaction (CSAT), consistently fulfilling internal A-level performance standards.
- Established centralized knowledge management system and QA governance framework, enhancing service consistency and knowledge transfer.
- Formulated and adapted operational SOPs, workflows, and training documentation based on headquarters standards, increasing onboarding effectiveness and aligning with local market specifications.
- Created and launched structured onboarding coaching and performance development programs, supporting team scaling and service quality.
- Established monthly, quarterly, and annual recognition initiatives boosting employee engagement, motivation, and team performance amid periods of rapid organizational growth
- Engaged regional stakeholders to refine customer support processes and unify service delivery across markets.
- Key Achievements:
- Elevated customer operations team size by 2-3x in 6 months while upholding service quality standards
- Transformed team member performance, achieving KPI growth from borderline failing to regular scores exceeding 80%
- Developed initial localized operational framework for Malaysia and Singapore, optimizing onboarding and bridging knowledge gaps within team
- Established a centralized knowledge base and QA support structure that improved operational consistency and accelerated agent development.
- Implemented feedback mechanisms to improve service delivery and customer satisfaction.
Senior Customer Service Executive (acting T. Lead)
iFAST Global Bank
10.2023 - 08.2024
- Co-led the operational launch of a UK-based digital banking product line, providing end-to-end multi-channel support (email, live chat, ticketing) for personal and business clients across Malaysia and UK operational hours.
- Co-led the successful launch of the UK-based banking product line from the operations front from ground up.
- Participated on role in the pre-launch testing, UAT cycles, and rollout of core banking modules, including transaction interfaces, KYC processes, and internal operational dashboards.
- Maintained a >90% target achievement rate across key customer service metrics after stepping into the leadership role
- Collaborated with QA to refine team scoring systems, delivered performance reports to leadership, and established training and feedback loops that improved processing timelines.
- Facilitated training, mentorship, and operational onboarding for new support hires, ensuring alignment with UK market compliance and service standards.
- Collaborate along QA to refine team scoring systems, providing comprehensive performance reports to leadership and establishing training and feedback loops to reduce processing delays.
- Created, updated, and refined localized internal SOPs and reference documentation to standardize banking-specific responses and streamline knowledge sharing.
- Initiated projects and proposal plan that got approval from group CEO to be integrated to be part of the operational CS process, for example ZOOM video call KYC functionality and developed first hand vendor management along with GM supervision
- Initiated projects and proposal plan that gotten approval from group CEO to be integrated to be part of the operational CS process, for example ZOOM video call KYC functionality and developed first hand vendor management along with GM supervision
- Key Achievements:
Customer Service Executive
iFAST Financial Pte Ltd
02.2021 - 10.2023
- Delivered multi-channel customer support (calls, email, and ticketing) for individual investors and financial advisers using the iFAST platform in Singapore.
- Assisted with onboarding and account maintenance for investment accounts, including KYC documentation, activation, and transactional queries.
- Handled inquiries related to portfolio movements, fund purchases/switches, and settlement issues, while ensuring regulatory and operational compliance.
- Collaborated with Singapore head office to escalate issues, relay customer feedback, and coordinate process and platform improvements, enhancing overall customer experience.
- Provided timely status updates and clear explanations of financial procedures, demonstrating deep understanding of investment products and regulatory requirements (e.g., MAS guidelines) to support informed customer decisions.
IT Support Agent – BP Australia Project
Diebold Nixdorf (formerly Wincor Nixdorf)
01.2017 - 12.2017
- Provided technical support, remote diagnostics, and incident resolution for BP Australia’s retail outlets, point-of-sale (POS) systems, ATM terminals, and backend retail technology infrastructure.
- Monitored real-time service requests and managed efficient incident tracking, categorization, and documentation within the internal ticketing system.
- Monitored real-time service requests and managed incident tracking, categorization, and documentation in internal ticketing system to streamline support processes.
- Escalated high-priority technical faults to Level 2/3 engineering teams while ensuring clear communication to minimize downtime for retail outlets.
- Adhered to established service-level agreements (SLAs) through systematic troubleshooting and resolution of incidents, ensuring timely support delivery.
Sales & Marketing Exec
Public Bank Berhad
02.2016 - 12.2016
- Promoted hire purchase loan products, vehicle financing, and equipment funding to SME clients and local business networks, contributing to business growth.
- Built and nurtured long-term referral relationships with local businesses and automotive dealers to generate a sustainable sales pipeline.
- Compiled financial profiles in collaboration with credit assessment and underwriting teams, ensuring document accuracy and regulatory compliance.
- Collaborated with credit assessment and underwriting teams to compile financial profiles, ensuring complete document accuracy and regulatory compliance.
Education
BSc (Hons) - Biochemistry
University Tunku Abdul Rahman
Malaysia03-2015
Skills
Customer Relationship Management
Customer Service Training
Performance analysis
Customer Feedback Tools
Process & SOP Development
Product operations
Team leadership
Timeline
Customer Service Manager
MCM Group Asia
10.2025 - Current
CS Operation Team Lead (Skintific Malaysia)
MY FIMEDIA NETWORK TECHNOLOGY SDN BHD
10.2024 - 07.2025
Senior Customer Service Executive (acting T. Lead)
iFAST Global Bank
10.2023 - 08.2024
Customer Service Executive
iFAST Financial Pte Ltd
02.2021 - 10.2023
IT Support Agent – BP Australia Project
Diebold Nixdorf (formerly Wincor Nixdorf)
01.2017 - 12.2017
Sales & Marketing Exec
Public Bank Berhad
02.2016 - 12.2016
BSc (Hons) - Biochemistry
University Tunku Abdul Rahman