Marketing CLM Director
STC Kuwait Telecommunication Company
مجموع سنوات الخبرة :20 years, 10 أشهر
Lead the development of Unit strategy and contributes to the overall process of management and decision making.
Directs and manages the Unit, providing leadership and facilitating work processes in order to achieve high performance standards.
Champions and leads change in the Unit providing guidance and support, necessary for continuous improvement.
Ensures compliance with organizational policies, procedures and quality standards in the Unit.
Liaises with the Business Intelligence team to collate and analyze data pertaining to consumer behavior, interests, etc. to solicit inputs on consumer expectations.
Identifies key drivers of churn for individual customer segments and develops an overall strategy to reduce customer churn through innovative and effective initiatives.
Identifies gaps in effectiveness of existing retention and loyalty programs and provides recommendations when required.
Develops value proposition tools and manages the development of retention and win-back programs and targeted promotions to enhance the customer retention.
Guides the development of a retention matrix to ensure that needs and gaps specific to each customer segment are addressed through customized program offerings.
Manages the costing and financial aspects of all retention and win-back programs/offers to ensure the optimization of costs.
Provides inputs on offers, discounts, promotional schemes, etc. to ensure cost effectiveness while ensuring that the programs are effective in retaining customers.
Liaises with key stakeholders from the Communications & Branding Department to guide the development of content and material for save and win-back initiatives including promotional campaigns.
Manages implementation of proactive and reactive retention activities through various channels to retain consumer base, deliver revenues and contribution Margins.
Liaises with external agencies to hire and manage the retention agents.
Liaises with Customer Experience Department to capitalize on their capabilities in the agents’ management.
Provides inputs on defining loyalty program objectives based on market and consumer analysis and develops detailed plans for development of initiatives and programs.
Monitors the implementation of retention and loyalty programs and provides necessary inputs as and when required.
Ensures that reward categories and levels are regularly updated in accordance with customer needs by undertaking primary research, benchmarking and piloting of new ideas.
Participates in negotiating with external third-party agencies for securing partnerships for implementation of effective and attractive retention and loyalty programs.
Liaises with relevant stakeholders from the Customer Experience department to manage the implementation of both outbound (proactive) and inbound (reactive) retention campaigns through customer services operations.
Evaluates and analyses the Return on Investment (ROI) based on allocated budget for various customer segments for loyalty, retention and win-back programs.
Measures and evaluates the effectiveness and impact of loyalty, retention and win-back programs and takes necessary action for improvement or discontinuation of programs.
Defines goals and key performance indicators for each member of the team and ensures effective application of the STC performance management process.
Directs planning and selection of manpower in the Unit, in line with the business and operational plans.
Ensures high level of employee engagement and capability development by providing on-going feedback and coaching team members within the Unit.
Implementation of new BTLs and enhance current NBA campaigns, pitching rate, acceptance rate, and manage smooth availability of tool to agreed agent pool
Manage UNICA based executions ensuring smooth migration of various campaigns from legacy systems
Lead the churn reduction by achieving associated yearly targets, target the base using various predictive analytic models, life cycle initiatives, and structural enhancements.
Operate & execute segment-specific actions to stimulate usage, launch timely and effectively the campaigns to increase customer tenure and churn reduction among the respective customer base
Manage the relationship with current BTL vendor and ensure enhanced communication with base to better understanding of offers.
Ensure the provision of customer base behavior analysis in relation to campaign impact and related insights on campaign impact
Survey best practices in the area of usage stimulation & retention and implement applicable best practice to improve BTL and NBA campaigns.
Manage various campaigns through Telesales and oversee various campaigns to support ICT advertising effectively.
Implement the Consumer Marketing strategy in consultation with the senior managers in the Consumer Marketing Function; monitor and track performance against key indicators and take corrective action as appropriate.
Lead and direct execution of all marketing initiatives and campaigns to ensure that the highest level of profits from areas, products or team controlled are generated.
Monitors and ensures all campaigns developed by CLM Prepaid/Postpaid managers are reliably executed in systems and other customer touch points
Guide coordination of campaign implementation with other internal stakeholders, notably customer care, other Consumer Marketing teams, esp. planning teams and sales
Flag conflicts and contact policy and guide to resolution and ensure timely and correct reporting of CLM campaign results
Coordinate business requirements gathering for CLM-related systems development
Analyze internal data and external information to identify customers and manage them accordingly
Perform any other duties and responsibilities related to CLM Executions as designated by the line manager.
Strategize key initiatives based on overall business plan for Consumer to protect and grow Mobily Prepaid customer base
Owner of converting initiatives into yearly roadmap, design and implement projects aiming to churn reduction and to achieve associated incremental revenues in liaison with all consumer segments
Lead the formulation of monthly Prepaid Retention frameworks, the business opportunities to effectively protect both customer base & value
Enhance BTL propositions and activities aiming to maximize customer value across all customer segments.
Understand customer pulse through various qualitative and quantitative measures
Conduct gap analysis through establishing correlation with existing offerings
Establish and continuously monitor the competitive landscape
Lead the cross functional churn reduction measures involving Sales, Care, IT, Segments, Finance and Network teams
Takes responsibility for consumer related value share, market share and consumer retention targets across all customer segments and the propositions in the CRM and retention roadmaps
Consistently improve multilingual communication to extend the customer reach
Improve channel performance including NBA, SMS, IVR, Social Media, Deal of the Day and App/ web portal
Define and lead the execution of the consumer CVM strategy that maximizes customer value through profitability getting customers to stay longer and spend more by building strong alliances with leaders in segment, channels, and IT functions.
Develop and implement proactive and reactive retention strategies which reduce both voluntary and involuntary churn and maximize revenues.
Understand the customer profile and develop a segmentation strategy which optimizes relevance, engagement and helps to reduce churn and protect revenues.
Develop and launch ATL/BTL tactical campaigns to maximize the consumer base and revenues within business case and budget constraints.
Design win-back strategy for consumer base to improve the growth trend and maintain revenues of consumer base.
Manage and prioritize specific CVM initiatives according to the company goals and objectives
Enhance communication scripts and channels to improve the reach and adoption rates of CVM initiatives.
Conduct market research analysis to create detailed business plans on commercial opportunities.
Arrange focus groups to identify customer needs, concerns and potential growth opportunities.
Develop and implement incentive schemes which motivate and improve the performance of front-liners i.e. sales and customer care departments.
Own and manage the marketing budgets for all CRM activity - report against this budget on a monthly, quarterly and yearly basis.
Lead the forecasting of; consumer CVM revenue, volume and value of churn (line and customer), retention volume and spend, x-sell / up-sell for all consumer customers
Monitor performance of commercial activities using key metrics and identify priorities and action plan going forward.
Produce data driven insights and make recommendations which help refine and improve campaign/program performance.
Revamp of retention propositions designed for the consumer prepaid and postpaid segments, which resulted to an outright uplift in the adoption rate and incremental revenues.
Enhance the campaigns’ efficiency and accuracy, in terms of, communication scripts and touch points.
Achieve successfully the yearly churn targets across both Prepaid & Postpaid segments within the assigned retention budget.
Analyze and monitor daily/weekly/monthly analytical reviews on churn trends, churn dash boards & competition
Forecast retention budget for consumer prepaid & postpaid segments, and report monthly updates to the management.
Analyze and demonstrate the impact of retention activities on the consumer base movement to management.
Kick-off the commercial and technical discussions and ensure full fledge launch as per the settled timeline.
Coordinate with customer service, information technology, finance, billing, sales, Training, and communication, prepare business cases and getting necessary approvals from Marketing pricing team and top management
Work closely with data warehouse team for development of various churn reporting models and daily, weekly and monthly reporting tools
Handle all communication channels utilized for retention/ loyalty programs i.e. Call Center, Direct Mail, SMS, Website
Draft and share various voice scenarios along with campaign performance KPIs to the outbound CC teams.
Manage the execution of various outbound calling programs (Health check calls, required insights and loyalty program).
Closely work with Market Intelligence team for various studies and market intelligence for identification of customer satisfaction, customer behavior towards churn, and customer response towards various campaigns of retention/loyalty to identify the consumer needs.
Set achievement plans for sales team to achieve company targets.
Monitor and maintain daily, monthly, Quarterly and Annual Achievements.
Set and cascade sales targets along with achievement plan to all staff.
Ensure that the look and feel guidelines are in place at Mobily outlet, recruit qualified sales executives and continuous staff development plans and identify sales staff strengths, weakness and development needs.
Develop and coach the immediate reporting team (TLs & SE).
Coordinate with the training department for training needed.
Evaluate Team leaders and Sales Executives performance, productivity and quality of work.
Motivate sales staff to achieve objectives and KPIs of Retail Sales Dept.
Manage costs and overheads, and all factors affecting the profitable performance of the outlet.
Manage health and safety, security, and emergency systems, capabilities and staff and customer awareness, according to company policy and relevant law.
Address poor performance while adhering to corporate disciplinary guidelines.
Take proper disciplinary actions with accordance to Mobily procedures.
Manage upkeep and condition of all equipment, fixtures and fabric of shop premises.
Improve customer service, productivity and quality; improved operational processes for the sales teams in order to streamline sales effectiveness.
Analyze results of Mystery Shopping and set development plans accordingly.
Ensure the implementation of the sales policies and procedures.
Attend regional meetings and contribute to company strategy and policy-making as required.
Developed and conducted training sessions on the communication evolution of GSM 3.5/4G technologies and services to western region Managers / Supervisors / Executives in KSA.
Team management by motivating team to enhance their performance as such to achieve set targets within specified period.
Achieve store sales targets by managing sales team within the store and ensured optimal utilization and scheduling & organizing of staff meetings.
Supervise sales process & prepare reports including attendance, appearance & performance.
Customer driven management by providing a prompt service delivery to the customer complaint or inquiry, in order to ensure customer satisfaction and loyalty.
Perform opening & closing of the store and submission of essential analytical reports with data accuracy.
Develop retail plan, handling operational & administrative management of the stores as per organizational guidelines.
Enhance the stores operational process & suggesting for store sales staff promotions and appraisals.
Play a vital role as a last check point for sales representatives and improve results of Mystery Shopping.
Carry out activities in developing and upholding sales materials and current product knowledge as such to ensure a seamless operational process.
Develop sales policies and procedures and resolving logistics issues \[items, marketing material\]
Assign work to sales team for restructuring operational process and prepare Second line.
Prepare Materials and Presentations for 3.5G technology and responding to Technical inquiries concerning GPRS and 3.5G Technologies.
Sell and up-sell Mobily products & services and provide essential information and assistance to customers.
Correspond to various departments for resolving client issues and prepare contracts for new lines and process necessary documents accordingly.
Ensuring efficient quality standards and service scheme as per organizational systems and procedures.
Recording customer’s related cases and feeding customers back with final status.
Update customer profile and contact management with all customers’ demands or inquires.
Generating smooth communication channel with other departments to resolve customer issues and requests when needed.
Up selling products and services that are matching with customer’s needs and requests and provide customers with appropriate actions.
Sell and up-sell Orange products & services and provide necessary information and assistance to the customer.
Briefing representatives about company new products & Services.
Retaining valuable customers and applying quality standards as per systems & procedures.
Wielding up selling & cross selling techniques to increase company revenue.
Responding to customer complaints & inquiries management, handling offers & Promotions area as link between Sales & Marketing departments
Played a vital role as a Team leader & acting as deputy project manager.
Responsible for the feedback on the performance of all the field representatives.
Stock Keeper and responsible for the process between sales representatives and the warehouse and the Logistic Department.
Handle all incoming calls of the assist hunt in case of both consultation & escalation.
Provide best handling to both external & internal customers to achieve highest level of customer satisfaction.
Communicate right, accurate and full info to the CSR and guide them to search for the info on the intranet with complete & comprehensive understanding of Orange Products & Services and Policies & Procedures.
Communicate with other Customer Service sub-divisions to answer all relevant inquiries of the customers & CSRs (e.g. Credit, Customer Support & Activations, Outbound & Save Initiatives…etc.)
Fully understand & adhere to company policies & procedures that generate personal / professional credibility & trust.
Fully understand both individual & company objectives to achieve them effectively & efficiently
Use available methods & tools to develop own skills & information (applications, intranet briefings, attending trainings….etc.).
Escalate problems & provides relevant feedback to the right channels.