Advisor, Customer Segmentation and CVP (40001465)

Job Purpose

'The job holder will provide professional advice to the Head of Business Segment, especially, cooperate with senior leaders to provide in-depth advice in key professional areas including: 

• Collaborate with senior leaders to advise on a 5-year retail strategy for each key customer segment. 

• Provide advice on building CVP for each key customer segment; thereby orienting the design of solutions; standard service models to ensure solutions can be deployed that adapt the right CVP and deliver the best experience for each customer segment..

• Provide advice on developing customer journeys based on customer understanding, implementation initiatives as well as strong business growth opportunities for Selected Segments

• Managing the performance indicators of the key customer segments in accordance with strategic goals; advising on planning activities for the segment & selecting priority key actions in each period in order to maximize long-term value for customers (CLV); achieve revenue, maximize costs to achieve profit target in accordance with the bank's strategy.

Key Accountabilities (1)

'1. Collaborate with senior leaders to advise on retail strategy of each key customer segment

• Join with the strategic consulting team to evaluate /review/build retail strategy for each key customer segment from time to time; propose to select strategic initiatives and key actions for each segment to ensure the orientation of customer value proposition (CVP) in order to optimize long-term value for customers (CLV).

• Join with the strategic consulting team to build a business model for the economic segment in line with Techcombank's overall strategy and ensure the model's implementation in the right direction, including key strategic initiatives.

'2. Consult in-depth knowledge on segment building and CVP, customer understanding management

• Consulting on methodology, how to identify economic segments, strategic segments and target customer segments.

• Consulting on governance framework and management tool system Customer Knowledge, including customer behavior/needs and update customer knowledge periodically through cooperation with relevant functional departments to collect and analyze customer information..

• Periodically review and identify changes in economic segments (if any) to advise on annual budget & planning.

Key Accountabilities (2)

'3. Consult on building & updating customer value proposition (CVP)

• Consulting on methods of building oriented CVP proposals for segments, sub-segments including 5 factors (products, prices, services, convenience, experience), and how to choose oriented offerings for target customer segments.

• Participating in building and developing customer journeys to provide instructions to Solution departments to develop solutions, experiences, etc., suitable for target customer segments.

• Research and make recommendations on the adjustment of CVPs (if any) when reviewing the results of periodic updates on analysis and evaluation when implementing CVP through collected sources (customer feedback when experiencing solutions being deployed in the market; competitor information...).

• Professional advice on in-depth customer insights for relevant functional teams in the process of designing a standard service sales model to ensure solutions are properly deployed across interactive channels and standard service models based on customer value proposition (CVP).

• Periodically review and identify changes in CVPs customer value positioning & advise on CVP implementation roadmap (if any) to advise on annual budget & planning.

Key Accountabilities (3)

'4. Consult on customer value management according to CVM

•  Consulting on methods of managing performance indicators of key customer segments in accordance with strategic goals; and advise on segmentation planning & selection of priority key actions in each period in order to maximize long-term value for customers (CLV); achieve revenue, maximize costs to achieve profit target in accordance with the bank's strategy.

• Consulting on how to build & manage a set of indicators to measure customer engagement (NPS, CEI...)

• Consulting on methods of designing & building a framework of care/incentive policies for each target customer group to meet CVP and increase customer lifetime value.

• Participate in leading initiatives to increase customer engagement.

'5. Resource management and development in the unit

• Coordinate with internal departments to complete assigned functions and tasks.

• Strictly comply with the Bank's Labor Regulations.

• Perform work in accordance with policies, regulations, procedures, internal guidelines...

• Training, guiding, mentoring experts/senior specialists/experts in the group to perform the above tasks and professional skills related to the functions and tasks of the department.

• PDP orientation, coaching/mentoring and assisting employees to develop their career path..

6. Perform other related tasks at the request of Head of Business Segment 

Key Relationships - Direct Manager

Head of Business Segment

Key Relationships - Direct Reports

Key Relationships - Internal Stakeholders

'Units under RBG, relevant TCB units

Key Relationships - External Stakeholders

'Customers and Business Partners of TCB

Success Profile - Qualification and Experiences

'- A Master's degree or higher in Economics, Finance, Business Administration, Strategic Management, Management Consulting

• At least 15 years of experience as a business advisor in banking and finance or business transformation consulting 

• Track record in delivering strong value creation across business functions in a large organization

• Extensive experience working in emerging markets namely in Southeast Asia. Knowledge/experience of Vietnamese banking is a plus

• Extensive experience in leading digital transformation and business operations models in organizations of the same or large scale

• Extensive experience in analyzing business processes.