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Customer Lifecycle Management

3 months ago

City of London Greater London, United Kingdom Barclays UK Full time

About Customer Lifecycle Management (CLCM) Team

Interested in this role You can find all the relevant information in the description below.

Our Customer Lifecycle Management team focusses on managing and predicting customer needs through the different vintages, pathways and points in time, both in their customer life with Barclays, as well as their life stages and differentiated financial need. They will define the opportunities where we have the right to win throughout the customer lifecycle that includes acquisition, activation, deepening customer relationship, retention and win-back. The team are responsible for providing the correct level of check and challenge and ensuring all reasonable measures are taken so that Barclays UK (BUK) remains consistently excellent at scale.

What will you be doing

  • This is a leadership position, which reports directly into the MD Head of Customer Lifecycle Management (CLCM). The Customer Contact Optimisation Director will use customer diagnostics (emotional and functional needs) & behaviour analysis combined with model outputs to target and prioritise enhanced, relevant and timely customer engagement across all touchpoints.
  • They will define key activation and execution strategies (NBA/first 90-day engagement /cross-sell /upsell etc) for key segments, with guidelines around messaging, marketing, channel usage and feature emphasis
  • Use the data models to define customer engagement opportunities throughout various touchpoints and channels (understanding factors that influence different customers) including:
  • Optimisation of all channels/colleagues and collateral
  • Campaign collateral definition and personalisation by motivation
  • CRM consumption and enhancements (leads/banners/definition of A/B Tests)
  • Salesforce Optimisation

• Lead choreography of Op Model/Touch Points including:
  • Prioritisation of commercial levers (Prompts/Digital real estate/ colleague capacity)
  • Air Traffic Control – Scheduling, Contact rules mgt, which customers/which channel
  • Protecting access to premier base
  • Create an effective feedback loop from all channels and touchpoints, business product owners and customer experience teams to continuously optimise the data, the models and the tools used to present the opportunities to our customers.
  • Build robust business cases and modelling to support prioritised engagement opportunities and feedback into integrated and commercial planning processes
  • Build strong and productive relationships across functions to influence critical partners across Barclays UK including Customer, Product, Channels, Business Banking, Wealth Management, and COO teams.
  • Customer-centric decision making with ability to influence teams to drive and execute against the right opportunities and optimise total investment allocation across the breadth of touchpoints
  • Negotiate extensively with internal Partners, Managing Directors and Directors, and Barclays UK ExCo members on strategic plans and commercial opportunities.
  • Empower and encourage team members to actively own and drive Customer Lifecycle Management and to build efficiency and knowledge. Build strong relationships across the team and beyond, to consult with journey owners, CX designers, Marketing and Data Analytics. Work closely with marketing team to ensure we are delivering differentiated campaigns based on specific customer journeys and motivations
  • Has proven ability to effectively build capability in virtual teams with the ability to negotiate in a sphere of influence at a senior level.
  • Communicate at all levels in a clear and credible way about the importance of customer lifecycle management.
  • Strong ability to balance customer, commercial and feasibility when prioritising opportunities to meet outcomes. Strong analytical skills and organised with the ability to work on long and short-term projects alongside each other.
What we're looking for
  • Experience of b campaign/touchpoint optimisation management within a customer lifecycle management structure
  • Business and commercial acumen – understanding how the businesses operates, the commercial pressures and influences upon them and how CLCM in with these.
  • Passionate about delivering great customer outcomes, and able to harness this to transform colleague perspectives.
  • Proven skills in leadership, delivering world class customer outcomes, communication and stakeholder management.
  • Builds collaborative relationships with others to help create a flexible organisation and is experienced in dealing with multiple stakeholders in different business functions who have different objectives. Thrives in a matrix environment.
  • Strategic, innovative and analytical mindset, with experience of managing budgets.
  • Drives ideas into proofs of concept, and then into realisable business opportunities Demonstrated success in driving improvements to both customer satisfaction and brand equity, as well as commercially.
Skills that will help you in your role
  • An in depth understanding across all life stages and touchpoints in a customer journey and adding long-term value to our customers, organisation and society.
  • Cross functional matrix leadership experience and influencing skills.
  • Strong communication skills – ability to communicate complex material clearly to audiences.
  • Strategic planner and ability to analyse business, marketing data and analytics to drive informed decisions.
  • Ability to align customer lifecycle management strategies with overall business goals.
  • Passionate about delivering great outcomes on behalf of the bank, and able to harness this to transform colleague perspectives.
  • Strategic and commercial mindset and very strong strategic vision required with a proven ability to lead change.
  • Understanding of the financial services industry.
  • Entrepreneurial mindset and experience.
Where will you be working

In the heart of Canary Wharf, our headquarters at Churchill Place boasts onsite amenities such as; a gym, staff restaurant and deli bar, and is easily accessible by tube and bus links. With a population of around 5000 staff the atmosphere is second to none with a real buzz being created around the offices within or at our Northampton bub.

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