CVM Manager Customer Value Management
Zain
Total years of experience :17 years, 8 Months
Responsibilities
o Leading the implementation of the CVM road map
o Next Best Action strategy implementation and formulate channels to enhance customer experience
o Heading the CVM execution team - Ensures campaign design best practices (control groups, samples, offer tests) are applied to the development process
o Defining different micro segmentations and triggers that support the correct customer targeting and communication strategies for Post-paid, Prepaid and MBB segments
o Campaigns development (Pre/Post analysis, segmentation, specification document, execution, ROI)
o Enhance customer experience by implementing comprehensive retention program
o Tracking revenue KPI’s and dashboards in terms of base growth and revenue movements
o Development and Management of multi-layer channels to optimize and boast the performance of various offers and take up from existing base
Projects/achievements
o SWOT analysis - identification of multiple opportunities and CVM initiatives
o Post-paid migration platform - stabilizing revenues from high and medium value customers
o Increased base coverage by 44% through targeting rules enhancement and addition of new offers
o Increased CVM annual revenues by 62% in 2016 and 35% in 2017
o Establish CVM execution team to implement and execute campaigns by marketing team
Responsibilities
o Next Best Action strategy implementation and formulate channels to enhance customer experience
o Execute segment-specific timely and accurate actions to stimulate usage, increase customer tenure and churn reduction among the respective customer base
o Manage NBA targets for the campaigns, pitching rate, acceptance rate, and smooth availability of tool to agreed agent pool
o Manage UNICA, on spot and other execution channels with optimum capacity and enhance on spot retention program
o For the launched campaigns, ensure provision on analysis and insights on campaign impact in cooperation with Reporting & BI
o Manage vendor relationship and KPIs
Projects/achievements
o NBA rollout on both inbound and outbound channels - 20% up-take through inbound channel
o Development and implementation of On-spot Retention program - Voluntary churn reduced by 18%
o Campaigns migration from legacy system to UNICA
o Develop micro segmentations to cover entire base to push relevant offers based on customer needs
o Development of CC / Sales staff incentive scheme for the NBA offers
Responsibilities
o Implementation of globally tested techniques to manage up-selling & cross-selling
o Analyze cost and benefits to shape budgets and plans for Cross Sell / Up Sell of VAS products
o Campaigns development based on customer needs and behaviours analysis
o Train the Sales force and CC agents on content, offers, and promotions for Up-sell and cross-sell
o Enhance key policies for existing & potential segments to maximize the Revenues
o Implementation of stabilization plans for high churn risk customers
Projects/achievements
o Implementation Up-sell / Cross-sell campaigns in Siebel marketing
o Manage subscriber administration project “Cellular Complaints”
Evaluate and Analyze consumer activities to identify potential opportunities for improvements
Development of requirements management plan and disseminating it with all stakeholders
Develop and implement strategy to improvise performance to accomplish targets through work flow analysis
Provide input on all matters affecting the measurement of logistics performance
Periodic reports on development plans, status, progress, risks, deadlines and resource requirements
Prepare detailed flow charts and diagrams outlining systems capabilities and processes
Ensure operational targets achievement and strong follow-up with all concerns to attain overall goals
Handling project work plans and amends as appropriate to meet changing needs and requirements
Distribution of marketing POS material and stock availability at all Business Partners channels
Preparation of daily and monthly performance reports for commercial management
Managing financial queries, escalation related to commission claims and maintaining proper record of all activities
Provide training programs for Business Partner staff to ensure excellent customer experience
Conduct regular audit of stock Distribution House & Business Partners to prevent any fraudulent activity