Afidah Kamaruddin

Pioneering Modern Contact Centre Operations and Responsible Outsourcing

Afidah Kamaruddin stands as a distinguished executive and transformative leader in the Malaysian Business Process Outsourcing (BPO) sector, guiding Commerce Access Sdn. Bhd. (CASB) as Chief Executive Officer. Bringing extensive experience in customer experience management, CRM systems, and performance optimization, she has guided the company's evolution into a modern contact centre solutions provider. By promoting responsible outsourcing practices, she balances operational performance with strategic value, positioning CASB as an essential partner for commercial enterprises and public sector institutions across Malaysia.

Driving Digital Cloud Integration, AI Governance, and Citizen Centric Solutions

At the core of Afidah Kamaruddin’s executive leadership is a commitment to technological modernization, data integrity, and digital accessibility. Under her direction, CASB champions paperless contact centre operations, integrating cloud based software platforms alongside omnichannel interaction tools. She advocates for building resilient, outcome driven service ecosystems that align workforce skills, operational workflows, and technology. Backed by international quality, information security, and business continuity certifications, her technology strategy ensures data protection, regulatory compliance, and seamless digital engagement.

Championing ESG Principles, Workforce Empowerment, and Emotional Intelligence

Afidah Kamaruddin operates under the firm conviction that BPO leadership requires holistic workforce care, ethical governance, and social responsibility. She actively integrates Environmental, Social, and Governance (ESG) principles into contact centre operations, advocating for fair workplace practices, hybrid work flexibility, and sustainable operations. By prioritizing emotional intelligence, empathetic management, and continuous upskilling for frontline agents, she fosters a workplace culture anchored in mutual respect and professional growth. Under her guidance, CASB demonstrates how human centric management drives higher client satisfaction and team retention.

Setting the Benchmark for Emerging Leaders in Asia

Earning recognition among the Emerging Leaders in Asia at the ACES Awards, Afidah Kamaruddin demonstrates the impact of purpose led, forward thinking executive leadership. Supervised by transparent corporate governance and guided by sustainable development targets, she balances commercial scaling with community care and environmental responsibility. Through her synthesis of digital contact centre innovation, ESG advocacy, and workforce empowerment, Afidah Kamaruddin continues to set an extraordinary benchmark for executive leadership across Southeast Asia's services sector.