Job Purpose
- Responsible for building strategy and directing customer retention programmes, increasing customer lifetime value (CLV) and optimizing customer experience through loyalty programmes.
- Ensure loyalty strategies align with business direction, optimize performance and create competitive advantage for the Bank
Key Accountabilities (1)
1. Customer Loyalty Management across all segments under RBG Block management
- Design and build a customer retention management framework and coordinate with solution units or relevant units to develop customer retention programmes and campaigns for each segment based on CVP to optimize customer lifetime value.
- Research, evaluate market trends, customer behaviour and loyalty strategies in the financial and banking sector to propose appropriate initiatives.
- Develop key indicators to manage customer engagement level (NPS, engagement index…)
- Drive customer loyalty and engagement through managing engagement indicators and managing the implementation of action portfolios to improve.
- Lead customer retention initiatives, provide detailed design requirements to build/operate Customer Engagement platforms to other SKCL/SK BAU in the Block/Bank.
- Guide the development of value-added ecosystem (cross-sell, up-sell) to increase customer engagement with the Bank
Key Accountabilities (2)
2. Design and optimize Customer Engagement programmes
- Design loyalty programmes (points accumulation, cashback, exclusive benefits…) based on customer data and spending behaviour.
- Build personalized benefit models by customer segment to enhance interaction and customer retention.
- Coordinate with relevant departments in the Bank and Block to ensure feasibility and effectiveness of loyalty programmes.
- Deploy activation campaigns and maintain customer participation in benefit programmes.
Key Accountabilities (3)
3. Effective management and impact measurement
- Build a set of KPIs to measure the effectiveness of Loyalty programmes: customer retention rate, average transaction value, service usage frequency…
- Monitor and analyse programme performance, propose improvements based on data and customer feedback.
- Apply data analytics and AI to optimize loyalty strategy towards personalization.
4. Develop partnerships and expand ecosystem
- Build and expand partnerships with strategic partners (consumer services, travel, entertainment, fintech…) to increase value for customers.
- Design partner-linked programmes to expand customer benefits and optimize loyalty programme operating costs.
5. Knowledge management and organizational capability development
- Build reference documents and best practices on loyalty customer management and customer experience.
- Train and advise on loyalty strategy for relevant departments to enhance organizational capability.
- Represent the organization in participating in seminars and forums in the industry to update trends and share experience.
Key Relationships - Direct Manager
Senior Director of Customer Engagement
Key Relationships - Direct Reports
Key Relationships - Internal Stakeholders
Departments within RBG Block and outside the Block as relevant
Key Relationships - External Stakeholders
TCB customers and business partners
Success Profile - Qualification and Experiences
Qualifications:
- Bachelor's degree or MBA in Economics; Banking; Customer Segmentation or related fields.
- Foreign language (English): As per Bank regulations
Professional experience:
- 15+ years of experience in customer portfolio management, customer engagement management in the financial/banking sector or equivalent organizations.
- At least 6 years of management experience in the professional field or equivalent industry.
- Deep professional experience in data analysis, building management reporting systems to track customer-related performance indicators.
- Knowledge of reading and analysing market research reports, understanding competitive market.
- Understanding of technology platforms, systems and providing requirements to data analysis teams.
- Experience in designing customer retention management frameworks, developing customer retention programmes and campaigns for each segment based on CVP to optimize customer lifetime value
- Experience in project management or E2E management along customer journey.