Senior Marketing Manager - Customer Centricity
HSBC
Total years of experience :10 years, 9 Months
Act as the subject matter on all customer centricity related matters. Lead a two-person team responsible for the design and implementation of the Global Customer Experience (CX) strategy, with a $3m budget.
Key responsibilities
• Develop and roll-out globally, a customer centricity programme that enables the bank to capture, analyse and act on customer feedback and insight. Encompassing: Voice of Customer build, CEM vendor management and negotiation, cross-functional collaboration, insight analysis, market research and front-office training delivery.
• Present bi-monthly CX updates to C-Suite and support CMO with quarterly updates to the Group Board.
• Define CX scorecard and accompanying KPIs for Group and Regional teams.
Key achievements
• Successfully implemented the customer centricity programme in over 30 markets across MENA, Asia-Pacific, North America and Europe.
• Led the redesign of the digital onboarding journey. Reduced avg. onboarding time from 19 to 3 days and increased CSAT to over 90%
• Partnered with Finance and Commercial teams to build a CX growth model that identifies sales opportunities by combining operational data with CX insight. Over 8k sales opportunities identified in H1’22.
• Launched CX Essentials and Advanced training - upskilling over 2, 000 employees.
Led a team of three CX executives to create the CX transformation strategy for BT Retail.
Key responsibilities
• Accountability for the BT Retail CX roadmap - developing business cases for change and driving
continuous improvement across key customer journeys.
Key achievements
• Implemented a digital queue management solution across 160 retail stores. Delivered a £4m top-line
benefit through uplifts in conversion and average transaction value.
• Launched an online customer billing platform - reduced enquiries by 38%. Redesigned
disconnections customer journey - reduced complaints by over 75%.
Headhunted by Operations Director to build a knowledge management function from the ground up.
Key achievements
• Programme sponsor on the build of a new knowledge management platform with associated workflows, for retail, customer service and digital back-office teams. Reduced knowledge content creation SLAs by over 35%.
• Collaborated with Project and Product Managers to ensure knowledge and comms content met brand guidelines and was appropriate for front-office teams.
Leading Retail CX improvement projects.
Key achievements
• Led the customer complaints programme. Delivered weekly updates to the CCO and oversaw a 42% reduction in customer complaints volumes. Complaint average handling time reduced from 216 to less than 72 hours.
• Delivered a Close-the-Loop solution. Over 24k customers contacted annually, with the resulting feedback driving multiple continuous improvement activities.
Grade - 2:1
Grades A - C
11 GCSEs Grades A - C including Mathematics and English