Principal Manager (MXD)

[What the role is]

The Marketing & Experience Design Division (MXDD) leads the delivery of seamless, customer-centric experiences through customer journey design, service excellence and data-informed optimisation for the Skills and Workforce Development Agency (SWDA). We are seeking a Principal Manager to lead our Customer Experience Quality Assurance, Training, Knowledge Management, and Digital Channel Development functions.

Reporting to the Deputy Director, this is a team leader position focused on customer experience (CX) with direct oversight of a team. The role spans four interconnected areas: ensuring service quality and training excellence at the outsourced One Contact Centre (OCC); maintaining and evolving a robust knowledge management ecosystem; owning the Service Portal as a key self-service channel; and co-developing and implementing emerging digital channels, including the WhatsApp 'Chat with SWDA' service and AI-enabled tools under the CRM system.

This role is designed for an experienced manager who is versatile and adaptable across the full spectrum of CX functions. You will be part of building a CX team where Principal Managers are equipped with transferable skills to hold any position within the functional area, with a particular emphasis on integrating operations, data, and technology capabilities to deliver citizen-centric services.

[What you will be working on]

1. Service Portal Ownership and Digital/AI Tools Enablement

• Serve as Business Owner of the Service Portal, responsible for strategic direction, content governance, self-service journey design, and continuous improvement, including dynamic FAQ systems powered by AI insights and clear channel signposting to guide citizens to the most appropriate service channel.
• Lead the adoption and integration of agentic and AI-enabled tools within the CRM system, driving operational readiness, user acceptance testing, and capability building across teams to enhance service delivery workflows.
• Translate operational and customer experience requirements into system specifications, working closely with technology teams on system development, user acceptance testing, operational readiness, and change adoption.
• Maintain familiarity with AI and automation technologies in service delivery, including chatbots, generative AI, and agentic service tools.
   

2. WhatsApp Channel Development and Management

• Lead the development and operationalisation of the WhatsApp 'Chat with SWDA' channel as a key digital service touchpoint, including defining topic coverage and FAQs, establishing automated routing for complex queries requiring human intervention via live chat, and trialling generative chatbot capabilities to replace rule-based chat and better meet customer expectations.
• Develop operational policies, workflows, and customer-facing communications for the channel, and work with the technology team to build and continuously refine the system and customer interface.
   

3. Knowledge Management and Integrated Learning Platform Development

• Oversee and evolve SWDA's knowledge management ecosystem, with a strategic focus on developing the KM module within the CRM system into a comprehensive, integrated platform. Beyond housing programme and policy FAQs and the Case Category Matrix, the to-go state for this KM module is to function as a centralised database of training materials and an active learning module with capabilities to track, rate, and assess the progress and proficiency levels of Customer Service Officers (CSOs).
• Drive the development of individual skills profiles for each CSO based on proficiency data, enabling smart routing of customer cases based on the complexity of the enquiry matched to the CSO's skills profile — driving both service quality and operational efficiency.
• Work with technology teams and the outsourced provider to define system requirements, conduct user acceptance testing, and manage the phased implementation of the KM module's expanded capabilities, ensuring proficiency tracking and skills profiling features are embedded into OCC workflows.
• Ensure knowledge assets remain accurate, current, and responsive to programme changes, service needs, and channel rollouts.
   

4. Quality Assurance Strategy and Oversight

• Lead the quality assurance strategy for the outsourced OCC, setting the strategic direction, quality standards, audit methodologies, scoring criteria, and service performance expectations. While the outsourced provider is contractually responsible for developing and operationalising the QA framework, you will provide substantive oversight and direction to ensure it is aligned with SWDA's service standards and customer experience goals.
• Analyse audit findings, customer feedback, and service metrics to id