Team Lead-Customer 360 and Customer Life Cycle Management-RL Ho & Support-Divisional Head

Team Leads – Customer 360 and Customer Life Cycle Management

Grade – M5/M6/M7

Location – Mumbai

Reporting to – National Manager – Customer 360 and Customer Life Cycle Management (M8/M9)

One of the foundational pillars of delivering a customer centric experience is how well do we know our customers. This is the combination of what all our customers are doing with us and doing outside Kotak. While we capture data on our customers transactions and their interactions, they key lies in translating this unstructured and often scattered data into knowledge and further into insights that can equip our customer facing channels with the relevant enablers for engagement at customer and family level.

This team will be responsible for ~2.5cr customers of the Bank on the non-811 side and will specially work on:

1. Developing & consuming one-view at a customer family level
2. Facilitating creation of a customer one-view at family level
3. Customer demographics & profile
4. Strength of engagement – On-us, Family level income, Digi adoption, Campaign response, Service challenges
5. Customer potential – Off-us, external footprint
6. Using customer one-view to
7. Design customer family relationship framework – Who in bank should engages with which customer family
8. Create personas – Jobs to be done, life-stage needs, refine/prioritise next best offers (NBO), Customer communications
9. Identify service enablers, pending / upcoming service matters
10. Curate engagement pointers for the frontline teams and facilitate onboarding into and refreshing at frontend platforms – CRM, Interact
11. Design front-end empowerment / delegation framework using logics based on demonstrated strength / potential
12. Monitor progress of customer relationships to generate actionable insights for Frontline / Product / Proposition Teams
13. Contribute to refinement of Branch persona
14. Curate logics for inter-se migration of relationships (upward / downwards)

Key outcomes à Increase in PH & SH/ Family

1. Customer Life Cycle Management (CLCM)

Being responsible for designing, curating, administering and monitoring end-to-end engagement process with the customer, right from onboarding through various lifecycle stages. The team will also play a key role in the design and implementation of all lifecycle and stage based customer communication.

Engagement around onboarding D2C & non-D2C

1. Creating and implementing playbook [by which team, how, what, when] for post-onboarding customer engagement – Physical / Virtual / D2C
2. Facilitate automation of the process
3. Tracking outreach – progress, effectiveness
4. Streamlining onboarding journeys in partnership with journey owners
5. Tracking customer adoption / lack / dip there-of à Actionables for frontline

Life-stage based engagement D2C & non-D2C

1. Curate and implement customer life-stage based outreach programme
2. Participate in D2C campaign design workstreams
3. Tracking outreach & effectiveness – of RM/Virtual RM in partnership with CRM Team; D2C campaign success metrics at customer level

D2C Guardrails à Access to Customer Data

1. Facilitate creation of D2C guardrails – Format, Frequency, Channel, Prioritisation of messaging
2. Work closely with CVM teams to track campaign success metrics at customer level
3. Identify breakages in journeys à Actionables for Product / Tech

Key outcomes à Coverage increase, Increase in SH/PH, MB/NB adoption, TNPS

Skills and Experience desired

1. Very strong analytical capabilities, finds joy in working with unstructured data and translating into insight
2. Ability to deconstruct translate data into real-life personas and use cases
3. Ability to ask questions
4. Ability to drive and get work done through channel partners
5. Ability to experiment and fail fast but learn in the process and move ahead
6. Convincing and negotiation skills
7. Finds joy in a start-up type environment with a bias for action
8. Background in product management essential (industry no bar)
9. Background in customer management, CLCM preferred (industry no bar)
10. MBA / Equivalent from a reputed institute

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