Mô tả công việc
1. Customer Strategy & Value Management
- Develop and execute customer strategies to drive retention, growth, loyalty, and advocacy across key customer segments.
- Define and manage customer segmentation.
- Monitor and optimize customer value metrics, including customer lifetime value, retention, repurchase, engagement, and advocacy performance.
- Customer Insights & market research (VoC, rNPS, tNPS and other customized research)
2. Customer Experience Design & Transformation
- Redesign end-to-end customer journeys, including onboarding, servicing, claims, retention, and repurchase journeys.
- Build and operate segment‑led servicing model.
- Foster a customer‑centric culture across the organization through CX governance, capability building, and employee engagement initiatives.
- Partner with cross‑functional teams to identify root causes of customer issues and implement journey improvement actions (via tNPS, rNPS, project Customer Assignment Management)
3. Customer Engagement, Retention & Growth
- Develop and implement customer engagement and communication strategies across the customer lifecycle.
- Lead retention initiatives, including lapse prevention, surrender management, and recapture programs.
- Drive customer growth through repurchase campaigns, cross‑sell/up‑sell initiatives, and customer lifecycle communication programs.
- Manage advocacy programs and referral initiatives to increase customer recommendation and acquisition.
- Affluent Customer Proposition Management
4. Loyalty & Rewards Management
- Lead the design, implementation, and continuous enhancement of customer loyalty and rewards programs.
- Develop reward frameworks, customer incentive schemes, and recognition programs to strengthen customer engagement and retention.
- Manage rewards platform capabilities, operating models, and program governance.
- Track and analyze loyalty behaviors, program performance, and customer advocacy outcomes to optimize return on investment.
Job Requirements / Yêu cầu
- 5 – 7 years experience in Customer Marketing (Segmentation, Customer Growth, Loyalty)
- Experience in driving Affluent customer is a preference
- Strong analytical capability (Able to turn data into business actions)
- Commercial Acumen (Able to identify customer value pools and growth opportunities)
- Have ability to collaborate with different departments
- Experience in Priority Banking/ Wealth Management is a plus