Role Purpose:

CVM (Customer Value Management) and Engagement Lead is a strategic role responsible for developing and implementing robust customer lifecycle management programs and initiatives to drive customer engagement, loyalty, retention and maximize customer lifetime value. 

The job holder will review data, customer behavior analysis and collaborate with stakeholders to implement impactful campaigns and customer engagement plans to deliver maximum revenue through optimal product uptake and usage.

A high level of commercial awareness, strong analytical skills, the ability to work both autonomously as well as in collaboration with colleagues and partners, the ability to motivate people to embrace action plans and new strategies and work expediently and expeditiously are critical to succeed in this role.

Key Roles & Responsibilities:

• Develop and implement robust customer lifecycle management programs and initiatives to scale and extend the lifetime value of products across different business segments.
• Customer Value Management Strategy: Develop and implement data-driven strategies to increase customer value, focusing on revenue and retention.
• Revenue Growth: Deliver revenue growth by ensuring optimal customer engagement to achieve maximum product uptake and usage across different business segments.
• Cross-sell: Use data and customer behavior analysis to deploy smart and aggressive cross-sell models to drive and increase product holding per customer across different segments.
• Campaign Management: Lead end-to-end execution of personalized campaigns, including planning, segmentation, targeting, analysis and engagement.
• Customer Engagement: Create compelling content and offers for various products and channels to drive customer interest, conversion and product uptake.
• Portfolio quality: Deliver high portfolio quality across different segments by improving account funding, number of active accounts and product holding per customer.
• Churn management: Reduce customer churn rate by ensuring robust customer engagement and quality of product and service offering to increase the base of active customers.
• Data & Analytics: Use customer behavior data and KPIs (like ARPU, churn) to optimize campaigns and report on performance.
• Stakeholder Collaboration: Partner with Marketing, Business, and Digital/ IT to align CVM efforts with overall business objectives.
• Customer-Focused Service Delivery: Analyze customer feedback across different channels to identify customer pain points, understand customer needs and expectations and institute follow-up measures to address identified customer needs as opportunities for product or service improvement.
• Team Support and Development: Train internal teams on campaign mechanics and best practices, fostering capability in CVM to drive overall business value. 

Academic Qualification:

• University Degree in Data Science/ Computer Science/ Engineering/ Business IT/ Economics/ IT or a related field.
• Master’s degree will be an added advantage.

Work Experience:

• 4- 10 years working experience in Customer Lifecycle Management/Customer Value Management/ Product Management/Customer Value Proposition/ CRM in Banking/Financial Services.

Essential Knowledge and Skills:

• Good knowledge of the Banking industry, trends and innovations.
• In-depth understanding of Products, policies and regulations.
• Deep understanding of Customer Lifecycle Management.
• Good undertaking of the competition and regulatory landscape.
• Prior experience in Products, Channels, Relationship Management or Customer value proposition.
• Teamwork and collaboration.

Technical Competencies:

• Excellent data analytics skills.
• Team player, self-motivated and result oriented.
• Good presentation skills.
• Excellent communication, planning & organizational skills.
• Strong commercial acumen.
• Customer service orientation.