Vodafone Idea - General Manager - Customer Experience Design & Strategy

GM - CXX Design & Strategy

Description : Role

National Head : CXX Design and Strategy

Job Level/ Designation : M3

Function / Department : Marketing / CXX

Location : Corporate Office, Mumbai

Job Purpose :

- Custodian of all customer journeys in the organization, across the complete customer lifecycle. Drive Change Management through design of world class Branded customer experiences across digital and offline channels. Predict CX landscape changes & evolve CX design to be at its forefront. Extend and enhance customer relationships online through transforming offline experiences to digital experiences.

- Employ CX CENTRIC and ICON practices in designing customer journey blueprints for all new products & services across every customer touchpoint. Conceptualize break-through innovations in CX & adapt minimum standards across lifecycle stages

- Ownership of all promotion, service & transactional customer communication across traditional/digital/social media. Design & execute strategy to delivery exceptional customer experience through creation, delivery, storage and retrieval of all outbound- BTL communications to customers

- Turn communication costs into competitive advantage by conceptualizing, designing & implementing positive communication across human & systemic channels. Deliver business impact through increased product uptakes, digital-embracement & CTA adoption through laddering and other communication principles via AB testing.

- Design & ownership of customer communication policies - governing media, frequencies and regulatory adherence of all communication engagements

Key Result Areas/Accountabilities :

- Custodian of all customer journeys in the organization, across the complete customer lifecycle. Ownership of all journeys spanning prepaid, postpaid, devices, content, roaming, VAS, servicing channels and CnC, covering entire VIL customer base. Conduct experience gap measurement and root cause analysis of gaps in every journey. Analyze and interpret results to derive customer insights, pain points and performance trends from across sources to identify opportunities to improve and differentiate. Use iterative ideation and prototyping (e.g., design thinking) to engage teams in the co-creation of enhanced experiences & continuous improvement.

- Employ CX CENTRIC and ICON practices in designing customer journey blueprints for all new products & services across every customer touchpoint. Create key Customer personas to understand needs, motivators, hesitations and concerns. Conduct complex journey research to identify key moments of truth affecting customer perceptions & customer effort. Create journey heat maps & bring teams together to resolve specific customer hurdles across core customer journey paths. Identify interdependencies across people, process and technology that impact the journey. Align on metrics to identify customer's progress and fall out points, providing opportunities to bring customers back on board. Benchmark maps against competition & allied industries to study best practices. Sign-off on all new journey designs.

- Drive Change Management through design of world class Branded customer experiences across digital and offline channels. Conduct predictive analysis to drive customer centred design and innovation. Conceptualize break-through innovations in CX & adapt minimum standards across lifecycle stages, minimizing Customer Effort. Design initiatives based on customer experience data, delivering CX principles of Simple & Effortless, Digital-first and Branded experiences across touchpoints on key moments of truth. Employ external partners with required technology / solution capabilities to initiate new innovations in CX by benchmarking across industries. Oversee design & deployment governance. Identify, adapt & deploy core minimum standards across customer lifecycle journey & stages to drive brand promise assurance at every instance.

- Drive journey/episodes digitization: Extend and enhance customer relationships online through transforming offline experiences to digital. Create seamless journeys of adoption & repeat usage continuously benchmarking App/Web/Chat journeys, features & offerings with local & global leaders. Continuously assess Digital journey performance basis customer VOC & customer-centric KPIs. Design journey & communication enhancements to overcome gaps & drive traffic to Digital channels.

- Ownership of all promotion, service & transactional customer communication across traditional/digital/social media - spanning 75 systems, managing 8Lakh+ scripts across 92,000+ scenarios, including those for marketing, new product introductions, renewal notifications, service transactions, billing & payment notifications & more. Drive medium-driven comprehension & adoption of BTL communication towards different target groups, intended customer action & related business KPIs. Drive governance to ensure communication concepts/hooks are up to date.

- Enhance customer engagement, increase revenue & recharge tertiary through Intelligence in communication: Identify key segments presenting opportunities for greater promotion engagement. Design alternative scripts - reimagining tonality, benefits communication including laddering and other communication principles. Accelerate A/B testing for script migrations and day-to-day development of communication templates for immediate business impact. Rollout new communication at scale-towards driving product uptake.

- Positive Communication conceptualisation

Create conceptual brand-values focused positive communication across channels & instances - offline, digital & social media for every product & service related engagement. Design templates aimed at maximizing customer extraction for all possible use cases across SMS, Flash, Email, WhatsApp, Social Media, IVR, OBD, Switch Prompts & other customer-communication channels.

- Network NPS Improvement: Key Project aimed at improving customer perception & feedback on the biggest individual driver of NPS. Align with organization Network rollout and enhancement strategy towards developing a 360 degrees customer information & perception enhancement program. Design relevant, believable & impactful interventions, communication & engagements to drive Network NPS leadership.

- Own customer Communication Guidelines & Policy for the entire VIL subscriber base: Develop policies relating to communication frequencies across journeys, channels, base & communication languages in every circle, sender ID guidelines, contact timings & guidelines and governance mechanism. Drive stakeholder alignment and subsequent implementation across entire VIL subscriber base. Evaluate and track customer feedback to design improvements.

- Decision enablement and stakeholder management: Define customer experience strategy that describes targeted CX, its linkage to overall company objective and alignment with company's brand values and attributes. Liaison with Functional & Business leadership - Create business cases backed by analytics as well as strategic inputs for leadership buy-in & key decisions.

Core Competencies, Knowledge, Experience :

- CX strategy - envisioning customer experience. Ability to translate corporate strategy into well-defined customer experience strategies and programmatic efforts. Ability to engage executive suite in CX strategy design and execution. Development of "branded" customer experiences.

- Ability to measure & embed CX impact as a criterion for all business decisions. Ability to illustrate ROI of CX investments

- Create CX measurement & communication strategy - Ability to drive leadership support and engagement in CX metrics and results. Impact of experience changes on loyalty and business performance across customer groups

- Ability to identify key MOTs affecting customer experience, read heat maps & sentiment analysis on journeys

- Strategic planning, Managing change, Competitive analysis

- Critical thinking, analytical, problem solving, business acumen, customer centricity

- Communication design expertise, creative, content creation, language & tonality know-how

- Excellent leadership and management skills, Team mentoring and development, Collaboration, influencing and relationship skills. Ability to build relationships and influence senior leadership across corporate office and at circles

Must have technical / professional qualifications :

- Ability to drive customer centred design and innovation in Digital & Non-Digital space. CX best practices across industries. Technological / digital expertise in evaluating use cases

- Qualified in CX CENTRIC and ICON practices, CCXP qualified, Agile methodologies and techniques. Project management principles - preferably PMP certified

- Customer journey mapping and touchpoint analysis. Design thinking and customer co-creation approaches. Process & Journey improvement methodologies and discipline - Experience on BPM, Value-stream mapping, MS Visio, etc.

- Process & Journey design expertise, creative and documentation - Knowledge of BPM, Value-stream mapping, MS Visio, etc.

- Qualitative & Quantitative Experience measurement and research methodologies.

- BE, MBA from premier Business school with 15-20 years' experience