Senior Manager - Customer Experience - Digital Marketing Domain - BFSI

Short Description for Internal Candidates

Responsible for managing the User Interface design and customer experience on Card front-end digital platforms, provide unified customer experience and increase digital penetration.

Description for Internal Candidates

Role Accountability:

- Define and design the user journeys for new products, services and enhancements with unified customer experience for Card Digital channels

- Define, prioritize and execute enhancement projects on Digital channels in collaboration with Technology team and cross functional business stakeholder teams viz. Marketing, IT, Operations, Risk, InfoSec, Legal & Compliance etc.

- Work closely with internal business teams to collect, plan and prioritize the requirements for development and enhancement of functionalities on SBI Card Digital channels

- Manage Mobile App/Website integration projects for delivery of UI/UX designs, use-cases handling and testing of the features before customer release. Work with the UI Design agencies on user experience and interface design for Mobile App/Website functionalities.

- Manage the business testing phase of all new developments on the Digital channels with respect to UI/UX/customer journey and manage the customer release on Play Store / App Store / Web platforms

- Work towards enhancing the penetration of all Digital channels on the overall portfolio (increase Digital adoption / penetration)

- Continuously look for and evaluate opportunities to improve / enhance customer experience and self-servicing capabilities on Digital channels

- Keep track of customer reviews, ratings for Mobile App on App Store and Play Store

- Monitor performance of Digital channels, conduct competition strength analysis and make necessary changes to increase penetration / usage of the Digital channels for our cardholders

- Use Digital Analytics tools to track digital footprint of customers on the channels - track user behaviour, usage and drop-outs at various stages of the customer journey on the platforms

- Drive and Manage digital marketing campaigns for increasing penetration and customer engagement on Digital platforms

- Drive and manage implementation of Personalization tools on Digital platforms to improve customer engagement

- Regular competition analysis and feature benchmarking to track performance of Digital channels compared to other players in the industry.

- Design communication calendar and manage customer engagement through the Push notifications platform (applicable for Mobile App channel)

- Work towards increasing organic website traffic and improvement in search rankings both Brand and Generic keywords (applicable for Website channel)

- Ensure process documentation and compliance adherence

Measures of Success:

- Increase in Mobile App / Website / WhatsApp active penetration at portfolio level

- Timely and accurate implementation of new features / enhancements / projects on Digital channels along with comprehensive testing before customer go-live

- Usage and business impact of all key functionalities introduced on Digital channels

- Improvement in Mobile App ratings on Play Store / App Store (applicable for Mobile App)

- Seamless usage of Push notifications communication platform for promoting products / services / offers (applicable for Mobile App)

- Process Adherence as per MOU

Technical Skills:

- High impact communication

- Project Management

- Customer Orientation

- Stakeholders Management

- Planning and Organizing

- Analytical ability

- MBA in any stream

Experience:

- 6-8 Years work experience with 3-4 years' experience in Digital Marketing or User Experience domain preferably in BFSI