Expert, Customer Experience Management

Job Purpose

The job holder contribute to the consistency of principles of design, operation and measurement of customer experience at customer touchpoints/interactions across thesystem, or ensure that touchpoint/customer interaction management departments apply Use the principles appropriately and effectively according to the unified missionof Head of Customer Experience Management

Key Accountabilities

1. Design and build a customer experience framework:

- Build a whole-row customer experience framework, including principles of effective customer experience design, implementation, and management.

Research the facts, theories and methodologies of customer experience.

+ Study the current state of the organization to determine appropriate practical standards principles.

+ Design management principles, effective measurement standards for customer experience.

- Communicate training on frameworks, mechanisms and guidelines for internal MKT and related Divisions.

+ Develop goals and plans, training/communication objects.

+ Provide necessary content on training/communication materials, appropriate training/communication methods through consulting and guidance of TCB LnD/Comms.

+ Coordinate with LnD/Comms, checking and evaluating training/communication effectiveness.

- Research and propose to adjust (if necessary) the customer experience framework according to actual implementation.

+ Measure performance and monitor trends in the experience in the market to suggest improvements.

+ Coordinate with experience management to exploit customer feedback measurement reports to propose improvements to the experience framework from time to time.

- Participate and coordinate with the Divisions to understand the needs and develop customer marketing experience standards, in accordance with business processes.

+ Build a focal point (partner) with departments in charge of touchpoints with customers to find out what customers want and need about the experience.

2. Implement mechanism to ensure customer experience enhancement activities

- Collaborate in building customer experience framework.

- Implement an operating mechanism/coordinating with specialized units to monitor and evaluate the implementation of the customer experience framework:

+ Presiding over the assessment and monitoring of service quality compliance and ensuring brand identity at the branch channel to help the branch promptly develop anadjustment plan, ensuring customer experience.

+ Monitor compliance with the principles of communication and marketing to customers through channels.

- Collaborate with Business Process Divisions to monitor, evaluate, report results and take action to improve customer experience according to the customer experienceframework.

- Coordinate implementation of brand/digital marketing/TO...to enhance customer experience.

Manage the experience of brand image present on online and offline channels (images of Head Office and branches, outdoor advertising - OOH).

3. Collecting information, effectively analyzing customer experience

- Deploy to collect information and indicators to measure the effectiveness of customer experience to analyze, evaluate, and coordinate with relevant departments topropose solutions, update progress and report periodically.

+ Collaborate to build database platform, compile measurement and analysis reports to help build a master plan to improve customer experience.

+ Coordinate tracking, evaluation, and reporting activities that increase customer experience across channels.

4. Other Responsibilities

Other duties as assigned by Head of Customer Experience Management; Senior Manager, Customer Experience Management

Qualifications:

- Bachelor degree, major in Marketing, Business Administration, Economics or other relevant areas

Expertise:

- Understanding customer experience or market research; have knowlegde of financial and insurance products/services

Experience:

- Specialization: at least 7 years of experience in marketing và communications, of which at least 2 years in customer experience research và framework building

Foreign Language

- Business English standard of proficiency as required for the role