AVP-Head of CVM

Role Purpose:

The Head of Customer Value Management (CVM) for Home Broadband (FTTH & FWA) is responsible for leading the development strategy for advanced customer analytics by utilizing all available resources, both internal and external, to gain powerful insights. This role involves leveraging customer usage behavior, including data consumption patterns, service quality feedback, and device usage, to develop big data capabilities (portfolio management). The Head of CVM will design and implement effective strategic initiatives tailored to different customer segments (High/Medium/Low) to enhance customer retention and loyalty. This includes creating and managing campaigns that ensure long-term customer engagement and prevent campaign cannibalization. The role also requires a deep understanding of the unique needs and behaviors of home broadband customers to drive growth and satisfaction.

Area of Responsibilities:

Customer Analytics Strategy

• Develop comprehensive customer analytics strategy, ensuring data-driven decision making
• Utilize internal and external resources for data insights
• Collaborate with Loyalty, Monetization, and Churn Management team members
• Foster a culture of continuous improvement in analytics processes
• Current product distribution analytics
• Price elasticity analysis for customer
• Detailed strategy document
• Comprehensive data insights reports
• Integrated analytics framework

Big Data Capabilities

• Leverage customer usage behavior, service quality, and device interaction data
• Build robust big data capabilities
• Support data needs of Loyalty, Monetization, and Churn Management initiatives
• Ensure high work standards in data management and analysis
• Big data infrastructure and tools
• Advanced analytics models
• Data support for specific initiatives

Targeted Campaign Design

• Design campaigns tailored to different customer segments
• Ensure alignment with business goals and avoid cannibalization
• Work with Loyalty, Monetization, and Churn Management teams for campaign implementation
• Implement planning & organizing best practices for campaign design
• Campaign blueprints
• Segment-specific marketing materials
• Coordinated campaign execution

Customer Lifecycle Management

• Develop and implement strategies for each stage of the customer lifecycle
• Ensure seamless transitions and optimized experiences from acquisition to retention
• Collaborate with Loyalty, Monetization, and Churn Management teams to address lifecycle needs
• Promote customer excellence in all lifecycle touchpoints
• Lifecycle management plans
• Improved customer journey maps
• Enhanced customer engagement metrics

Customer Retention and Loyalty

• Develop strategic initiatives for customer retention
• Tailor initiatives to specific needs of home broadband customers
• Oversee Loyalty team member’s activities
• Promote customer excellence in all retention initiatives
• Retention strategy documents
• Increased customer retention rates
• Loyalty program success metrics

Churn Management

• Develop Customer Journey Mapping
• Identify touchpoint where customer identify as subject to churn
• A/B Testing for churn mitigation strategy
• Develop & Monitor customer engagement, satisfaction, and usage pattern
• Churn mitigation strategy
• Cust. Engagement, satisfaction, and usage pattern analysis

Data Gathering and Analysis

• Collaborate with internal teams and external partners
• Gather and analyze relevant data for continuous improvement
• Ensure data support for Monetization and Churn Management teams
• Maintain high work standards in data collection and analysis
• Regular data analysis reports
• Data-driven recommendations
• Data insights for monetization and churn reduction

Campaign and Strategy Evaluation

• Monitor and evaluate campaign effectiveness
• Make data-driven adjustments as needed
• Review and optimize efforts of Monetization and Churn Management teams
• Encourage continuous learning and adaptation based on campaign outcomes
• Campaign performance reports
• Adjusted strategy documents
• Optimized monetization strategies and reduced churn rates

Market Trends and Customer Needs

• Understand and anticipate market trends
• Drive innovation in CVM strategies
• Integrate insights from Loyalty, Monetization, and Churn Management teams
• Maintain strong market & business awareness
• Market trend analysis reports
• Innovative CVM initiatives
• Comprehensive market response strategies

Team Leadership and Coaching

• Provide coaching and mentoring to team members
• Foster a culture of continuous improvement within the team
• Set high work standards and expectations for team outputs
• Encourage continuous learning and professional development
• Development plans for team members
• Enhanced team performance
• Consistent and high-quality deliverables
• Up-to-date skill sets and knowledge

Qualification:

• Bachelor's degree in Business, Marketing, Data Science, or a related field (Master’s degree preferred)
• Advanced understanding of customer analytics, data management, and big data capabilities
• Certification in relevant fields such as Data Science, Project Management, or Digital Marketing is a plus

Related Experience:

• Minimum 10 years of experience in customer value management, customer analytics, or a similar role within the telecom or home broadband industry
• Proven track record of developing and implementing customer retention, loyalty, and monetization strategies
• Experience managing and leading a team, with demonstrated ability in coaching and mentoring
• Experience with big data tools and analytics platforms, and a strong understanding of data privacy regulations
• Hands-on experience with customer lifecycle management, including acquisition, retention, and churn reduction strategies
• Proven ability to work cross-functionally and influence stakeholders at various levels

Skills:

• Strong analytical and strategic thinking skills
• Excellent decision-making and problem-solving abilities
• Advanced knowledge of big data analytics and data management
• Proficiency in data visualization tools (e.g., Tableau, Power BI)
• Solid understanding of customer journey mapping and customer lifecycle management
• Strong market and business awareness
• Excellent planning and organizing skills
• Continuous improvement mindset
• High work standards and attention to detail
• Ability to foster a culture of customer excellence
• Effective communication and interpersonal skills
• Strong leadership and team management capabilities
• Proficiency in project management tools and methodologies
• Continuous learning and adaptability to new technologies and market trends
• Ability to coach and develop team members