Summary
Overview
Work History
Education
Skills
Certification
Languages
Websites
Affiliations
Timeline
Generic

LAURINDA ADDY

Accra

Summary

With over 25 years of corporate experience and 17+ years specializing in customer experience (CX), I have a proven track record of driving excellence in international and multinational organizations. My expertise spans Consumer Banking, Strategic Management, Project Management, Language Translation (French and English), Corporate Communications, Learning and Development, Business Administration, and CX strategy formulation and implementation.

Currently serving as Head of Customer Experience at CalBank PLC, I lead a team to execute the organization’s service experience strategy, aligning it with business goals to enhance customer retention, sales, and profitability. Previously, I held key roles at Ecobank Group, including Group Manager for CX and CX Programs Manager for Consumer Banking, where I implemented frameworks and technological advancements to elevate customer service across 26 African countries, driving business growth.

As a versatile, people-oriented leader with strong communication skills and cultural adaptability, I excel at influencing stakeholders, navigating diverse cultural landscapes, and fostering effective relationships across Africa and beyond. I also run Laurel Consult, a consultancy advocating for best CX practices and offering CX advisory services.

Overview

28
28
years of professional experience
1
1
Certification

Work History

Head of Customer Experience

CALBANK PLC
Accra
06.2023 - Current
  • Lead a team of service professionals to drive and deliver the organization's Service Experience Strategy and create stakeholder value through delivery of simple seamless and convenient service experience
  • Lead the organization to attain CX Leadership, by aligning CX Strategy with business goals to promote customer retention, sales, and profitability
  • Review industry best practices and CX benchmarks to ensure the organization is aligned and well-positioned in the competitive market
  • Conceptualization and recommendation to management of strategic initiatives that will enhance customer experience with a resultant impact on business growth
  • Drive the customer experience strategy and ensure cross-functional integration into a customer-centric organization
  • Translate the Bank's customer experience strategy into a tactical implementation plan to ensure optimal delivery of service
  • Development and utilisation of a broad range of approaches, tactics etc
  • To engage and effectively influence all stakeholders to achieve CX excellence and maturity against the backdrop of the existing organisational culture

Programs Manager CX, Group Consumer Banking - ETI

ECOBANK GROUP
05.2016 - 09.2020
  • Development of Customer Experience frameworks for the organization: definition and implementation of Customer Experience standards and procedures including Service Level Agreements and Customer Messaging Framework; Managing Voice of Franchise Surveys (Customer Satisfaction Surveys, Mystery Shopping, Net Promoter Score) Creating Procedure Manuals
  • Policy formulation: Complaints Management Policy; System Downtime Communication Policy
  • Leveraging technology to drive Customer Experience improvement: Training of Artificial intelligence bots; Online Voice of Customer Surveys; Online Account Opening
  • Ensuring the effective use of digital and physical delivery channels as well as products and services to drive optimal customer experience: Mobile App failed onboarding call back program; Proactive Card Monitoring through the Pay Support program; Providing alternate channel solutions for updating customer data
  • Capacity building: Developing Customer Experience Training Modules; Training of affiliate front line staff; Developing of Frequently Asked Questions for Products and Channels
  • Customer Experience transformation programs: Played a key leadership role in the institutionalization and implementation of key Customer Service Initiatives

Group Manager, CX - Group Customer Service - ETI

ECOBANK GROUP
01.2009 - 04.2015

Head, General Internal Services (EPI, Ecobank Group)

ECOBANK GROUP
12.2006 - 12.2008
  • Instituted administrative structures and procedures and ensured proper implementation of these procedures
  • Developed strategies for effective procurement and property management
  • Created department goals, objectives for Administration and designed and implemented operational procedures and systems
  • Managed all service and maintenance contracts

Administrative Manager

USAID / ACADEMY FOR EDUCATIONAL DEVELOPMENT (AED)
08.2004 - 06.2006
  • Set up an entire USAID Project Office for the Ghana Sustainable Change Project: Procurement and Property Management
  • Implementation of administrative structures and procedures
  • Produced Employee Manual
  • Developed and maintained HR systems to manage employee contracts, leave and benefit schedules
  • Developed performance appraisal systems and provided support to supervisors as required
  • Constantly liaised with the AED Head office, Washington DC - USA and submitted periodic reports

Administrative Officer

CANADIAN HIGH COMMISSION
Accra
04.1999 - 08.2004
  • Provided quality Human Resource and Administrative Services, to diplomatic, expatriate and local staff of one of the largest diplomatic missions in Ghana
  • Instituted administrative structures and procedures and ensured proper implementation of these procedures
  • Managed property and procurement; prepared a procurement plan based on the identified requirements and ensured that goods and services were delivered in a timely manner to embassy and staff
  • Explored opportunities for cost savings through bulk purchases, dealership and alliances with vendors and established a fully centralized effective strategic property and purchasing function
  • Developed performance appraisal systems and provided support to supervisors as required
  • Developed and maintained Human Resource (HR) systems to manage employee contracts, leave and benefits
  • Liaised with government agencies concerning exemptions, privileges and imports

Business Manager

OBT FRENCH SERVICES
06.1998 - 04.1999
  • Was responsible for overseeing daily administration of a fast-paced private consulting firm
  • Coordinated French training programs for corporate clients
  • Played a key leadership role in the French Translation team

Administrator

MTA CONSULTS - TRAINING CONSULTANTS
10.1996 - 04.1997
  • Primary coordinator and facilitator of all training programs conducted for corporate clients
  • General Administration

Education

International Executive MBA - Strategic Management

Paris Graduate School of Management
Paris, France
02.2007

Chartered Administrator / Licensed Management Consultant -

Chartered Institute of Administration and Management Consultants - Ghana
Ghana
10.2005

Post Graduate Diploma - Management

International Professional Managers Association
10.2004

Degree in Translation - English, French and Spanish

University of Ghana School of Translators
Accra, Ghana
07.1992

Advanced Diploma - French Studies

Cheikh Anta Diop University
Dakar, Senegal
07.1991

Skills

  • CX industry trends
  • Technological dynamics
  • Strategy Development
  • Microsoft Office
  • Contact Centre Management
  • Customer Analytics & Insights
  • Training
  • Banking Operations Processes
  • Negotiation
  • People Management
  • Customer orientation
  • Problem-Solving
  • Thought Leadership
  • Quick Thinking
  • Bold
  • Decisive
  • Communication
  • Persuasion
  • Analytical Thinking
  • Critical Thinking
  • Emotional Intelligence

Certification

  • Certificate in Customer Experience Management, University of Cranfield School of Management, 09/01/18
  • Effective Leadership in Call Center Management, C3Africa, 06/01/18
  • Leadership Certificate in Customer Service - Institute of Customer Service Professionals, Ghana
  • KPMG Global Customer Experience Certification

Languages

English
First Language
French
Proficient (C2)
C2
Spanish
Upper Intermediate (B2)
B2

Affiliations

  • FELLOW of the West Africa Association of Customer Service Professionals (WAACSP)
  • Community member of the Customer Service Professionals Network - Toronto Canada
  • Associate Member, Customer Professionals Ghana

Timeline

Head of Customer Experience

CALBANK PLC
06.2023 - Current

Programs Manager CX, Group Consumer Banking - ETI

ECOBANK GROUP
05.2016 - 09.2020

Group Manager, CX - Group Customer Service - ETI

ECOBANK GROUP
01.2009 - 04.2015

Head, General Internal Services (EPI, Ecobank Group)

ECOBANK GROUP
12.2006 - 12.2008

Administrative Manager

USAID / ACADEMY FOR EDUCATIONAL DEVELOPMENT (AED)
08.2004 - 06.2006

Administrative Officer

CANADIAN HIGH COMMISSION
04.1999 - 08.2004

Business Manager

OBT FRENCH SERVICES
06.1998 - 04.1999

Administrator

MTA CONSULTS - TRAINING CONSULTANTS
10.1996 - 04.1997

International Executive MBA - Strategic Management

Paris Graduate School of Management

Chartered Administrator / Licensed Management Consultant -

Chartered Institute of Administration and Management Consultants - Ghana

Post Graduate Diploma - Management

International Professional Managers Association

Degree in Translation - English, French and Spanish

University of Ghana School of Translators

Advanced Diploma - French Studies

Cheikh Anta Diop University

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