Director, Customer Experience Management (40000568)

Job Purpose

The job holder towards uniformity in principles of design, operation and measurement of customer experience at customer touchpoints/interactions across the system, while ensuring that touchpoint/customer interaction management departments apply the principles appropriately and effectively.

Key Accountabilities (1)

1. Responsible for customer experience planning:

1.1. Orientation to building a customer experience framework:

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

- Communication and training on frameworks, mechanisms and guidelines for internal 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 experience in the market from which 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 line 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.

1.2. Provide a long-term strategy and action plan to achieve the target of customer experience for the year:

- Define goals related to customer experience and communicate with business units about the customer experience goals of each unit.

- Develop and distribute the deployment plan synchronously and uniformly to the whole line units.

Key Accountabilities (2)

2. Responsible for effective management of customer experience:

2.1. Ensure activities that enhance customer experience:

- Collaborate in building a customer experience framework.

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

+ Preside over the evaluation and monitoring of service quality compliance and ensuring brand identity at the branch channel to help the branch promptly develop an adjustment 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 experience framework.

- 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).

2.2. Collect information, effectively analyzing customer experience:

- Take charge of collecting information and indicators to measure the effectiveness of customer experience to analyze, evaluate, and coordinate with relevant departments to propose 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 monitoring, evaluation and reporting activities that increase customer experience across channels

Key Accountabilities (3)

1. Build an effective working environment:
- Interact to support colleagues in the same department, update information and aim for long-term cohesion.
- Comply with established working regulations and organizational culture.
2. Actively improve capacity and develop yourself:
- Implement the plan to improve personal capacity as agreed with the management.
- Actively discuss with management about personal development aspirations to agree on a roadmap.

Key Accountabilities (4)

PEOPLE MANAGEMENT

- Oversee human resources planning and execution (headcount & costs) of their function/ sub- function

- Attract, onboard and retain the right talents for a high- performing team

- Establish and communicate sub- function/ function and individual KRAs/ KPIs, goals, action plan, expectations and results to reporting line

- Manage sub- function/ function performance & provide feedback regularly (following the annual performance management cycle)

- Define team’s capability requirements and enable team member’s professional and personal development through capability assessment, training, coaching & feedback, mentoring, etc.

- Motivate and recognize team members’ contributions towards the team’s shared goals

- Responsible for developing talents within the function/ sub- function

- Act as a role model and promote corporate culture at function/ sub- function level

- Understand & communicate relevant HR offerings to team members

Success Profile - Qualification and Experiences

Qualifications

- Bachelor degree or higher, major in Marketing, Business management, Economics or other relevant areas Expertise

- Having professional knowledge in marketingvà communications, customer experience research, priority in FMCG industry, MNC companies, multinational advertising companies.

Work Experience

- Have a minimum of 12 years of experience in Marketing và comnunications, customer experience research or related areas;

- 6 years of experience in team management/leadership. Foreign Language

- Business English standard of proficiency as required for the role