Gurzala Latif
Watford,Hertfordshire
Summary
Fluent in English, Pahari, and Punjabi, with a degree in Airline and Airport Management. Customer service representative with a strong track record in problem-solving and attention to detail. Demonstrated ability to provide insights that improve business performance and enhance customer satisfaction. Engaged in DEI initiatives to foster an inclusive workplace culture.
Overview
14
14
years of professional experience
5
5
years of post-secondary education
Work history
ASOS EN Model Office Advisor
ASOS
Watford
09.2021 - 11.2025
- Enhanced customer service through promotion of innovative ideas.
- Engaged in NDEP project for live chat tool, contributing from January 2022 to September 2022.
- Supported launch of new collection via South Asian soundboard; featured in Ramadan & Eid Instagram campaign.
- Analysed digital trends during Cohort Retro, addressing NLU enhancements for backlog prioritisation.
- Represented Race and Ethnicity in ASOS DEI network since September 2024 - October 2025, aiding development of learning resources and organised 4 week activity at ASOS for Ramadan and Eid for 200+ people.
- Handled VAT, commercial invoicing along with processing DSAR requests.
- Assisted with operational issues including order delays, product issue, payment/discount issues and manual refunds across portals.
- Facilitated training for newcomers by providing guidance and answering queries throughout onboarding.
ASOS Refund and Replacement Advisor
ASOS
Watford, Hertfordshire
03.2020 - 09.2021
- Approved and denied refund or replacement requests for customer orders.
- Reviewed cases to verify accurate information provided to customers.
- Delivered feedback to advisors on compliance and quality errors.
- Assessed bounced-back replacement requests and manually processed items.
- Logged website errors and current process issues for resolution.
- Raised customer-impacting situations with relevant stakeholders before situation exceeding.
- Processed manual refunds using Back Office system.
- Identified and escalated suspicious customer behaviour to fraud department. Concluded in 90% account closures.
ASOS Customer Care Advisor
ASOS
Watford, Hertfordshire
04.2019 - 02.2020
- Resolved over 30 customer enquiries daily across live chat, emails, Twitter, and Facebook promptly.
- Raised over 20 referrals daily for late deliveries, damaged parcels, and undelivered items.
- Communicated trends and issues to Team Leader effectively.
- Logged errors for feedback to advisors, improving accuracy.
- Escalated complex issues to senior management for comprehensive solutions.
- Handled sensitive information with strict confidentiality and data protection compliance.
- Collaborated with team to meet service goals efficiently.
- Suggested additional products for increased cross-selling opportunities.
Sales Assistant, part-time
Sports Direct
Watford
05.2014 - 09.2019
- Assisted customers by providing friendly and professional service, fostering strong rapport.
- Increased sales by 10 % by resolving customer complaints regarding returns and offered alternative solutions, including online purchases.
- Promoted company KPIs and consistently met store targets.
- Supervised new staff to uphold high standards of service delivery.
- Checked store software systems to locate proof of purchase without customer receipts.
- Multi-tasked effectively during peak hours, ensuring swift customer service and managing deliveries.
- Placed warehouse requests for internal equipment, including receipts and clothing rails.
- Handled cash transactions accurately, completing end-of-shift accounting seamlessly.
Festive colleague, Dotcom, Temporary
Tesco
Watford
11.2016 - 01.2017
- Picking 10/15 online shopping for customers
- Performed each shopping trip before deadline
- Making sure grocery is neatly placed and bagged correctly in basket ready for delivery
- Making sure all grocery picked have high expiry date
- Multi-tasking by Assisting customers professionally to right aisle and product. whilst meeting department deadline.
Work placement
Next Plc
Watford
06.2011 - 06.2011
- Completed one-week work experience placement at retail store.
- Acquired comprehensive understanding of retail operations across departments.
- Managed in stock control, changing rooms, and shop floor activities.
- Provided excellent customer service by identifying and responding to needs.
- Commended for rapid learning and adaptability in dynamic environment.
- Exhibited respect and friendliness while assisting customers and staff.
- Performed daily duties with accuracy and efficiency.
Education
BA (Hons) - Airline and Airport Management
University of West London
London 09.2014 - 06.2018
BTEC National - Business level 1-3, I.T level 1-3
Westfield Technology College School
Watford 09.2012 - 04.2014
Skills
- IT skills: Microsoft Office including Word, Excel, PowerPoint, Publisher and Access, Miro board
- Language skills: Urdu, Hindi, Punjabi (moderate speaking) and English (fluent)
- Attention to detail
- Independent
- Strong communication skills
- Strategic thinking
- Organised
- Customer care improvement
- Live chat tool implementation
- Conflict de-escalation
- Operational support handling
- Trend identification
- Training and mentoring
- Feedback consolidation
- Cross-functional collaboration
- Manual transaction processing
- Quality assurance feedback
- Teamwork attitude
- Creativity and innovation
- Brand Promotion
- Product promotion
Volunteering
- Westfield Technology College School, Student Ambassador, 2013, 2014, Showed potential new students around the college, promoting the benefits and facilities, including different departments, Answered questions from parents and students
- 2009, 2010, Participated in events supporting students with socio economic difficulties, such as roles play activities and performances at assemblies and events.
Affiliations
- Ambition to launch a dedicated initiative—a hybrid of an e-commerce business and targeted social media content—aimed specifically at assisting individuals with conditions like Lymphedema.
Accomplishments
- The opportunity to be featured on ASOS Instagram page back in 2023 for the Ramadan & Eid 2023 Instagram video campaign launch for ASOS.
- Completed Leadership & Management Degree Apprenticeships with Corndel.
Languages
English
Upper intermediate
Hindi
Intermediate
Urdu
Intermediate
Punjabi
Intermediate
References
References available upon request.
Timeline
ASOS EN Model Office Advisor
ASOS
09.2021 - 11.2025
ASOS Refund and Replacement Advisor
ASOS
03.2020 - 09.2021
ASOS Customer Care Advisor
ASOS
04.2019 - 02.2020
Festive colleague, Dotcom, Temporary
Tesco
11.2016 - 01.2017
BA (Hons) - Airline and Airport Management
University of West London
09.2014 - 06.2018
Sales Assistant, part-time
Sports Direct
05.2014 - 09.2019
BTEC National - Business level 1-3, I.T level 1-3
Westfield Technology College School
09.2012 - 04.2014
Work placement
Next Plc
06.2011 - 06.2011