CX / OPERATIONS / TRANSFORMATION

Customer Experience &
Operations Leader

I turn customer friction into better journeys, better operations, and practical digital solutions.

Explore selected work ↓
Muhammad Arfie Alfyandra
CUSTOMER SIGNALPROCESS
CXsystem
view
01
03
Based in IndonesiaOpen to meaningful problemsScroll to explore ↓
Customer journeys ✳ Service operations ✳ Practical systems ✳ Customer journeys ✳ Service operations ✳
Professional snapshot

Experience that connects the front line to the bigger system.

Over eight years across CX, service operations, automotive, mobility, and telco. I work where customer needs meet operational reality—bringing structure to complex moments and making improvement practical.

A little more about me ↗
8+Years in CX & service ops
67%Faster chat response time
15%CSAT improvement
200+Replacement cases coordinated
5Workshops supported
Selected CX case studies

From friction
to forward motion.

A selection of problems I've helped make clearer, calmer, and more actionable.

Sanitized booking service interface capture
Service operations

Service Booking System

From fragmented scheduling to a structured service booking flow.

Open booking flow ↗
Read the case ↘
Problem

Workshop booking relied on fragmented manual coordination, making capacity visibility, appointment planning, and customer follow-up harder to manage consistently.

Approach

Mapped the booking journey, identified handoff friction, and translated frontline needs into a practical digital flow.

What I did

Coordinated operational requirements and helped shape a booking system with workshop capacity visibility, monitoring, and follow-up.

Business impact

A more structured booking experience across 5 workshops, with clearer visibility from request to fulfilment.

AFTERSALES / JOURNEYFLOW 02
DeliveryH+7ServiceFeedbackRenewal
triggerownerfeedback loop
Proactive touchpoints replace reactive follow-up.
CX transformation

Customer Journey Automation

Making customer follow-up proactive instead of reactive.

Read the case ↘
Problem

Manual follow-ups created delays and made it difficult for teams to keep every customer interaction consistent.

Approach

Connected customer touchpoints to simple triggers, clearer ownership, and measurable response standards.

What I did

Designed practical automations across post-delivery, H+7, service reminders, feedback, and internal follow-up workflows.

Business impact

67% faster chat response time and a more dependable experience at scale.

Sanitized service queue dashboard capture
Data & insight

Operational CX Dashboard

Turning scattered operational data into actionable visibility.

Read the case ↘
Problem

Leaders needed a faster read on customer signals, operational bottlenecks, and team performance.

Approach

Turned dispersed service data into a focused operating view built around decisions, not decoration.

What I did

Structured the metrics, reporting rhythm, and dashboard logic for booking, ticket aging, towing, and resolution tracking.

Business impact

Clearer visibility for prioritization, coaching, and continuous improvement.

RECOVERY / OWNERSHIP200+ CASES
01Intake
02Align
03Update
04Close
Case ownerCross-functional pod
Service recovery

Service Recovery & Replacement Program

Managing complex customer recovery at scale.

Read the case ↘
Problem

Replacement-unit cases can become stressful when communication, logistics, and customer expectations drift apart.

Approach

Created a coordinated recovery rhythm with clear ownership and proactive updates.

What I did

Coordinated 200+ replacement-unit cases across stakeholders while keeping the customer journey in view.

Business impact

More controlled escalations, better continuity, and a calmer experience during high-friction moments.

CRM / OMNICHANNELCONTEXT MAP
Customer
signal
→
CRM
context
→
Team
action
one conversation · one operating view
Customer operations

CRM & Omnichannel Operations

Building cleaner customer operations behind the conversation.

Read the case ↘
Problem

Customers experienced fragmented answers when context was lost between channels and teams.

Approach

Aligned conversation context, service standards, and team ways of working across touchpoints.

What I did

Improved CRM and omnichannel operating practices with a focus on consistency and resolution quality.

Business impact

15% CSAT improvement through more coherent, customer-led service delivery.

BAPACKWEB / LABEXPERIMENT 06
AI-assistedSupport
WorkflowAutomation
KnowledgeBase
CRMSignals
small systems, tested against real friction
Innovation

CX Technology Experiments

Exploring how AI and automation can make CX operations lighter.

Read the case ↘
Problem

Good CX ideas often stay stuck as ideas when teams lack a quick way to test them in the real world.

Approach

Used lightweight tools and AI-assisted experiments to make ideas tangible, testable, and useful.

What I did

Built and explored Bapackweb as a personal CX technology initiative—not as a website agency, but as a lab for better service systems.

Business impact

A practical experimentation mindset that helps teams move from friction to a working next step.

✳

Good CX is rarely just a communication problem. Often, it is an operational design problem.

A working belief
Career journey

Different industries.
One consistent lens.

2019 — 2024

PT Serasi Autoraya / TRAC Astra

Customer Experience → Customer Service Team Lead

Frontline CX, VoC, service quality, coaching, and operations within the Astra mobility ecosystem.67% faster chat response · Best Customer Service Agent Q1 2021
2024

PT Mora Telematika Indonesia

Customer Relations Supervisor

Enterprise customer relationships, complex escalations, service recovery, and cross-functional resolution.Expanded the lens from frontline service into enterprise operations.
2024 — Present

MAKA Motors

Customer Care Coordinator

Leading Customer Care and Aftersales CX operations across phone and WhatsApp, supporting a 5-person BPO team and 70–100 daily interactions.Booking system · dashboards · CRM · automation · service recovery
How I work

Make the invisible
visible.

Good CX work is equal parts empathy, operational clarity, and the courage to improve the system behind the experience.

Listen

Understand the customer behind the signal.

Diagnose

Find the moments where the journey breaks.

Design

Redesign the process and ownership.

Build

Make the better way easier to repeat.

Measure

Track the impact and keep improving.

Capabilities

The craft behind
the outcomes.

Customer experience strategy

↗

Service operations & escalation

↗

CRM & omnichannel

↗

Journey mapping & VoC

↗

Dashboards & reporting

↗

Workflow automation

↗

Team leadership & coaching

↗

AI-assisted CX experimentation

↗
✳
Recognition & learning

Always learning from the work.

Best Customer Service Agent · TRAC Astra, Q1 2021
Astra Most Valuable Employee Candidate · 2023
15% CSAT improvement · service quality improvement initiative

About

A CX leader who likes getting close to the detail.

I care about the space between what a customer feels and what an operation can actually deliver. My work sits there: translating signals into decisions, decisions into better ways of working, and better ways of working into trust.

Outside the day job, I use Bapackweb to explore how simple technology, automation, and AI can help CX teams move with more clarity.

Start a conversation

Have a customer problem worth solving?

I'm open to conversations about CX leadership, service transformation, and operations that work better for both customers and teams.

Email me →LinkedIn ↗WhatsApp ↗
Download my CV ↗