Job Description
The Customer Value Management organization anchors a data-driven approach to growth, leveraging advanced analytics, machine learning, and lifecycle management to better understand customer behaviour and deliver timely, relevant interventions that improve retention, engagement, and lifetime value.
What we're looking for
In keeping with our current business needs, we are looking for a person who meets the criteria indicated below.
Reporting to the Lead Customer Value Management - Fixed, this role is responsible for formulating the CVM Base management strategy and implementation for Home Fixed, to achieve the objectives of leading the industry in ARPU, Churn control and prepaid value market. The role holder will proactively design BTL Consumer campaigns and drive their implementation, to improve customers spend loyalty, reduce churn, enhance customer longevity and extracting more value to improve Profitability and Market Share. In addition, this role is responsible for achieving the Revenue, Profitability and Value Share KPIs and targets across prepaid segment
Responsibilities
Defines the Base Management Strategy (incl retention) and cross-functional alignment
Maximizes 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.
Manages rolling out new real time campaign management system, builds & maintains decisioning logic.
Defines base offers and provide input into proposition design.
Generates customer insights based on data analysis and identifying new revenue opportunities.
Manages reporting & analytics for supporting decision making by generation of Regular Analysis.
Identifies new tools / modifications to existing tools to support new requirements by interacting with various cross functional teams, external vendors & Build team capabilities.
Drives New Projects in field of Analytics: Big Data, Social Network Analysis, Touch Point, Customer segmentation.
Ensures consistency of all customer experience across all products, services, channels and touch points.
Analyses and anticipates impact of product and service quality affecting initiatives across the company and ensure defined quality of service and end-user experience standards will be met.
Base management - Managing the customer base, communication, engagement & commercial KPIs of the prepaid segments; creating segmented marketing programmes and propositions.
Drive customer value by increasing business efficiency and effectiveness across the marketing organisation.
Consistent communication of key findings (activity analysis, cluster detection, uptake & usage predictions, campaign effectiveness, etc.)
Monitor and track market development, gain customer and competitor insight by utilizing market research and analytics.
Key performance indicators:
Active, Charged n other key base management KPIs
Revenue, APRU
Active days, DOUs
Dormancy level, Churn
Integrated Rev % etc
Qualifications
Must have technical / professional qualifications:
Bachelor's degree in business administration or data sciences or Analytics and BI
Marketing or similar Preferred Certifications / Other Qualifications Any relevant certification
Experience in Marketing, Product Management, Customer Value Management/Usage and Retention with at least 5 years in a similar role with Top Tier global operator
Strong analytical understanding on how to transform customer data to actionable insights delivering business value
Significant Expertise in related to telecommunication & services Experience in product lifecycle management
A reasonably good knowledge of platforms, billing systems and CVM engines