Samah Alfadeel

Quality assurance and customer experience professional with 10+ years of experience across contact center quality, customer service, quality frameworks, call evaluation, coaching, process improvement, complaints analysis, CRM systems, performance reporting, and service standards. Strong background in designing QA scorecards, audit forms, performance monitoring tools, coaching programs, and structured feedback mechanisms to improve agent performance, customer experience, compliance, and operational consistency. Experienced in evaluating customer interactions, identifying recurring service gaps, preparing QA reports, supporting corrective actions, and translating quality findings into training and process improvements.

Recognized for improving contact center quality score from 71% to 93% at Nakheel and from 88% to 93% at Dubai Holding Community Management through structured QA monitoring, data analysis, coaching, feedback loops, and continuous improvement.

Senior Quality Controller – CX & Performance Management at Dubai Holding Community Management (2024-08 – Present)

Lead CX quality, service performance, and operational improvement initiatives to enhance customer experience, service consistency, employee engagement, and business performance.

• Develop and maintain strategic quality scorecards, CX dashboards, KPI reports, and performance monitoring tools aligned with service standards, customer happiness objectives, and operational priorities.
• Analyze customer experience, employee engagement, satisfaction, service quality, and operational performance data to identify trends, recurring issues, compliance gaps, and improvement opportunities.
• Prepare leadership reports and recommendations linking CX strategy, operational metrics, customer insights, employee engagement, quality performance, and service improvement.
• Lead internal and external audit activities to support compliance with quality, service, and operational standards, including evidence coordination, audit preparation, findings follow-up, and corrective actions.
• Conduct comprehensive gap analysis against excellence, service, and quality standards, identifying improvement opportunities and recommending process, training, and corrective actions.
• Support quality culture and change adoption by converting performance data, audit findings, customer feedback, and employee insights into practical improvement recommendations.
• Collaborate with cross-functional stakeholders to ensure quality requirements, service standards, improvement actions, evidence standards, and governance documentation are implemented effectively.
• Led the 100% end-to-end submission for the Happiness & Engagement category under the Dubai Quality Award, managing evidence collection, stakeholder coordination, benchmarking, gap analysis, assessment readiness, and submission documentation.
• Authored a 60+ page research and submission document supported by structured evidence, CX insights, employee engagement analysis, benchmarking, and improvement recommendations.
• Participated in a CX-led overcrowding study addressing risks and challenges associated with overcrowded residential units in Dubai, including resident complaints related to noise, harassment, cleanliness, hygiene, safety, and community-impact concerns.
• Contributed to a multi-stakeholder government workshop with entities including RERA, Dubai Land Department, SERA, Dubai Police, and other authorities to discuss resident complaints, service risks, regulatory gaps, and mitigation opportunities.

Quality Controller - Performance Management at Nakheel (2022-08 – 2024-07)

Designed and implemented contact center QA frameworks, audit forms, scorecards, performance monitoring tools, and evaluation mechanisms to improve support quality, agent performance, service consistency, and management visibility.

• Monitored and evaluated customer service interactions against approved service standards, quality criteria, policies, procedures, compliance requirements, and customer experience expectations.
• Conducted quality reviews and operational audits to identify service gaps, process breakdowns, recurring agent errors, compliance risks, complaint trends, and improvement opportunities.
• Delivered data-driven coaching and actionable feedback that significantly improved contact center quality performance and strengthened agent adherence to service standards.
• Improved contact center quality score from 71% to 93% through structured QA monitoring, feedback loops, coaching, process improvements, and performance reporting.
• Prepared QA insights, performance reports, trend analysis, and improvement recommendations for management and operational stakeholders.
• Analyzed customer complaints, CRM data, quality observations, and operational insights to identify root causes, recurring patterns, and process or training improvement needs.
• Supported targeted training and coaching interventions by translating QA findings into practical recommendations for advisors and supervisors.
• Led User Acceptance Testing for CRM upgrades, ensuring operational readiness, system effectiveness, data accuracy, reporting suitability, and alignment with customer support requirements.
• Contributed to process standardization and customer journey improvement across customer operations, service quality, and support performance.

Customer Care Representative – Contact Center at Nakheel (2017-04 – 2022-07)

Managed multichannel customer interactions across phone, email, and digital platforms while maintaining high service quality standards and accurate case documentation.

• Handled customer complaints, inquiries, escalations, and service requests through empathy, structured problem-solving, service recovery, and adherence to approved procedures.
• Maintained accurate records of customer cases, escalations, complaints, and follow-up actions in high-volume service environments.
• Supported customer satisfaction, customer happiness, and service excellence objectives by delivering consistent, professional, and policy-aligned service.
• Identified recurring complaints, service gaps, and operational pain points, contributing insights for customer journey improvement, training needs, and service enhancement.
• Coordinated with internal teams to support timely case resolution and ensure alignment with service standards, SLAs, and approved procedures.
• Modeled professional communication, customer care behaviors, and service recovery skills across customer interactions.

Teacher & Instructional Designer – Islamic Studies Department at Indian International School (2015-09 – 2017-03)

Authored and designed a complete five-book curriculum series for Grades 1–5, including assessments, exercises, learning materials, and structured instructional content.

• Developed structured learning materials, exercises, assessments, and interactive content to improve learning consistency and engagement.
• Created competency-based assessments and supported student development through structured learning plans.
• Designed engaging learning materials using animation and graphic design to improve student participation and learning outcomes.
• Mentored students who achieved recognition in regional academic competitions.

Industrial Engineer Trainee – Engineering Department at Emarat (2013-06 – 2014-01)

Supported facility sustainability initiatives using LEED standards and contributed to corporate building guideline documentation.

• Participated in maintenance, asset management, and operational improvement activities using Oracle systems.
• Supported process improvement initiatives within engineering and facility management operations.
• Contributed to sustainability and operational documentation for corporate building practices.

Bachelor of Science in Industrial Engineering & Engineering Management – University of Sharjah (2014)