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
