Customer Lifecycle Management

1 month ago

London, UK, United Kingdom Barclays UK Full time

About Customer Lifecycle Management (CLCM) Team

Our Customer Lifecycle Management team will be focussing 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 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 Strategy and Portfolio Optimisation Director will lead a team to define the opportunities to maximise our customer portfolio bringing more value to products, channels and propositions with actions that gravitate around customer expectations, needs and triggers whilst complying with all our regulatory requirements.

• They will work closely with product teams and dedicated analytics resources to identify segment clusters, understand customers by vintages/ pathways/points in time to produce a prioritised demand map/value matrix with current and future predicted commercial opportunities to determine where we will play based on the right to win.

• Deeper understanding of customer and identification/prioritisation of value-added opportunities through:

· Customer lifecycle definitions

· Sub segment and mapping of opportunities based on potential

· Transition management

· Customer life stage management (identification of triggers)

· Customer vintage management

· Customer centric profitability and future value prediction

• Defining A/B Tests and quick pilots for high priority customer pathway(s), measure, learn and iterate to refine opportunities

• Building robust business cases and modelling to support prioritised opportunities and feedback into commercial and integrated planning processes.

• Leading cross functional squads to execute on opportunities/priorities throughout the business customer lifecycle - acquisition, activation, deepening, retention and win-back

• Maximizing the value of our customer book (i.e., driving primacy) while complying with all relevant

regulatory requirements and expectations - impacting commercials both in year and through lifetime value

• Build strong and productive relationships across functions to influence critical partners across BUK including BUK 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 POD Partners, Managing Directors and Directors, and BUK 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.

• High level of communication skills needed to develop networks internally to leverage resources, and externally to maintain an active understanding of market developments across customer behaviour, competition and technology changes.

• Apply a centralised data-led approach - analysing datapoints from transactional and non-transactional behaviours to generate customer profiles including an ability to Integrate predictive abilities and strive to continuously optimise the data

• Strong ability to balance customer, commercial and feasibility when prioritising opportunities to meet outcomes.

• Ability to think quickly and strategically to understand the research and design process and help to enable it across all projects.

• Strong analytical skills and organised with the ability to work on long and short-term projects alongside each other.

• Decision making based on evidenced customer and colleague needs rather than own opinions or agenda.

What we’re looking for

• Experience of building and running customer lifecycle management or acquisition/engagement/retention teams within a large organisation

• 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 hub.

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