Head of Customer Strategy

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Mô Tả Công Việc

- To drive the strategic pillar “Leading Customer Experience” of AIA, responsible for the Customer Journey and Experience Design; Customer Insights through Customer Research (NPS/CES/Segmentation study/product concept/services proposition testing, and Customer Analytics; and Customer Marketing that enable effective engagement with prospects / existing customers leading to higher new sales, repeat sales, and retention


Customer Journey and Experience Design
• Drive (and collaborate with key stakeholders) the development of the journey and experience design – that cut across all processes / customer touch points
• Identify through tribe (cross functional team working in agility) customer paint points with clear priorities / solutions to close key gaps
• Drives customer experience cultural/ mindset change programs with employees and distributors

Customer Research
• Develop customer research plan, define research objectives and drive appropriate research programme; monitor the execution to build deep understanding about customer segment persona, customer feedback; synthesize insights & distill the business implications.
• The scope of research can include:
1. Customer Relationship Survey, Distributor Survey & Real-time Customer Feedback – to drive continuous improvement in customer experience,
2. Market Segmentation - to identify the customer segments and drive segmentation application to tailor our offers, services & engagement based on customer needs, and
3. Proposition Research – provide insights of customer needs for proposition development, and validate proposition design for refinement
• Conduct product/service concept tests with targeted customers
• Develop mapping of segmented propositions (product & service) for identifying customer needs gap

Customer Analytics
• Develop customer insights from that lead to business opportunities / targeted initiatives on retention, cross sales of existing pool of customers
• Develop analytic framework to implement the plan / Propose initiative to enrich customer data
• Collaborate with the related stakeholders (product development, marketing, distribution, operation) to identify analytic requests and embed the customer research/analytic insights in business decision process

Customer Marketing
• Derive and implement engagement strategy with prospects / customers leading to higher new sales / repeat sales / retention.
• Develop ECM foundational capabilities (e.g. infrastructure, digital platform, required people skill set)…
• Develop ECM initiatives and collaborate, engage with key stakeholders (marketing, operation, distribution, IT…) to execute effective ECM campaigns
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Yêu Cầu Công Việc

• Education – A bachelor’s degree preferable in Business Administration or Marketing
• Around 10 years of experience – of which at least 5 years of experience in senior position of customer relationship management (CRM) or customer marketing with practical experience in customer research (qualitative & quantitative research) and customer analytics (profiling, decile, correlation), both implementation and driving insights for business decision making
• Knowledge and experience in Customer Experience Management/ Customer Journey Mapping
• In-depth knowledge about advanced statistical analytics (cluster, decision tree, propensity modelling)
• Experience in partnership and engagement with distribution channel
• Good level of knowledge of insurance products to support propositions development and customer marketing
• Excellent command of English and Vietnamese, both written and oral.

Special skills:
• Sharp strategic thinking and strong innovative thinking
• Strong problem solving and data-driven decision-making skills
• Strong project management skills
• Strong capability to influence key stakeholders at all levels of the organization
• Understanding on the usage of key analytics platforms (SAS, Python), Database (Access, SQL, or VB) is preferable
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Địa Điểm Làm Việc

14F, Saigon Centre 2, 67 Le Loi, Quan 1, HCM

About AIA Vietnam
AIA Vietnam is a member of the AIA Group, the largest independent publicly listed pan - Asian life insurance group. Established in February 2000, AIA Vietnam has successfully built a solid foundation for sustainable development with focus in training our talent resources of almost 1000 employees and over 20,000 agents working at 170 offices in more than 50 provinces in Vietnam.

Today, 18 years after its inception, AIA Vietnam has grown to be a trusted brand in Vietnam. AIA Vietnam serves the holders of over 850,000 policies across the country. For our outstanding achievements in the development of life insurance industry in Vietnam, we have received multiple trusted awards, including:
• Golden Dragon Award
• Certificate of Merit by the Prime Minister
• Trusted Products, Perfect Service award by Consumer choice
• Vietnam Best-known Brand
• TOP 100 Best Places to work in Vietnam
• “Trusted Brand 2015” award
• Certified "Great Place to Work®" period June.18 – May.19

Company Details:
Website: https://careers.aia.com/search/?q=&locationsearch=VN&utm_source=AIA.COM&startrow=1

Xem toàn bộ thông tin công ty
14/F , Saigon Center Tower 2, 67 Le Loi Street, District 1, Ho Chi Minh City, Vietnam.
500-999 nhân viên
HR Department


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