Head of Customer Value Management Job at Vodafone

Overall purpose

This position is responsible for formulating the CVM strategy, input to segment strategy and implementing it across all regions in order to achieve the objectives of leading the industry in ARPU, Churn control and high value market share, resulting in the financial objective of incremental budgeted revenue. The role is responsible for reporting with deep analysis on the customer base. Through CVM and loyalty, reduce churn, enhance customer longevity and extracting more value to improve Profitability and Market Share.

Responsibilities for the Head of Customer Value Management Job

• Base Value Management and Lifecycle: Define the Base Management Strategy (incl. retention) and cross-functional alignment. Maximize the commercial value of the customer base retention, loyalty, cross and up-sell and base value migration management. Owns Contact planning – outbound & inbound across offers, channels & customer lifecycle. Cross and up-sell outbound and inbound (NBA). Base Value Migration Management. Base mgmt. resource planning and capacity management
• Retention, Churn and Loyalty: Retention management. Loyalty programme management. Customer level investment framework mgmt. (specifically for recommitment and upgrade process using retention budgets)
  Churn volume and value forecast and SRC management. Channel commissions & incentives to support base mgmt. activity
• Campaign Management: Managing the existing campaign management system Chordiant across all regions and ensure its effective utilisation, rolling out new real time campaign management system. Build & maintain decisioning logic (outbound campaigns and inbound NBA / retention optimiser). Manage retention and loyalty as well as the related customer investment budget and contribute to definition of commercial policies.
• Customer data requirements Managing various platforms for better customer engagement. Defining channel and contact strategy and managing national campaigns.
• Analytics: Build Predictive & Propensity models for better decision making pertaining to key aspects such as Churn, acquisition, etc leading to better customer lifecycle management resulting into revenue saving enhancement
• Database Management & Reporting : Define base offers and provide input into proposition design. Generating customer insights based on data analysis and identifying new revenue opportunities, Managing reporting & analytics for the organisation and supporting decision making by generation of Regular Analysis
• Developmental – Tools, Processes & People Identify new tools / modifications to existing tools to support new requirements by interacting with various cross functional teams, external vendors & Build team capabilities.
• Driving New Projects in field of Analytics :– Big Data, Social Network Analysis, Touch Point, Customer segmentation.

KPIs

• Base Management contribution to segment SR
• Achieve incremental budgeted revenue by running the campaigns that aim to
• Reduce churn (Volume and Value)
• Reduce unprofitable subs
• Enhance revenues via targeted campaigns .
• Campaign Management – Achieve targeted response rate within assigned cost.
• Analytical – Develop propensity and predictive models that ensure a targeted lift
• Set up the systems – identify and implement analytical and campaign management tools

Reportees

• Analytics and Modeling
• Campaign Mgt
• CVM-Youth (2),Mass, HVC
• Business Planning Manager (Region Support)
• Experience & Knowledge:
• MBA with 12 – 15 years work experience in Product management
• Superior stakeholder management skills with focus on Leadership and team management skills
• Strong analytical and Commercial Acumen (Commercial P&L management)

Qualifications for the Head of Customer Value Management Job

• Understanding of Telecom market and products and services
• Understanding behaviour of consumers, and generate actionable customer insights
• Managing projects, leading cross functional teams across Marketing,Finance IT, technology and customer service functions
• Good understanding of technology, quantitative techniques – mathematical and statistical

Functional Competencies

• Products, Services and Technology Knowledge – Consumer
• Explains the functionality and benefits of our products and services in simple terms that excite and engage the Customer
• Matches our products and services to our Customers’ needs
• Explains the value of Safaricom solutions compared to our competitors
• Fixes problems to maintain service
• Business Development & Sales Planning
• Channel Management skills
• Forecasts future sales, revenues and risks
• Plans sales activities for stores, accounts or territories to maximise sales and grow revenues
• Identifies and qualifies opportunities to develop new business.
• Solution Selling
• Wins and retains Customers by identifying their needs or business challenges, and matching them to Safaricom products and services
• Identifies opportunities to win more business by up-selling and cross-selling

Negotiation

• Responds positively and professionally to objections, and addresses the Customer’s needs to successfully close the sale
• Uses a range of techniques and approaches to make agreements that add value for Safaricom and our Customers
• Understands customers’ commercial drivers and leverages them in negotiations
• Applies commercial acumen to maintain a healthy profit margin

Competing to win

• Brings energy and passion to work and always aims to beat the competition
• Knows what the competitors are offering, how our offer compares and uses market data to drive decisions
• Service Quality and Planning
• Monitors Customer Satisfaction and NPS
• Plans activity to improve service quality
• Forecasts future customer contact patterns and volumes across contact channels