Digital Product Expert has end-to-end responsibility for the development, management, harmonization and phasing out of commercial products, services, channel formulas and processes within one or more segments and is familiar with the relationship between these aspects, with a view to achieving an optimum customer experience.
This concerns a broad specialism regarding the product, channel or market with end-to-end responsibility for the squad's activities. The Customer Journey expert works in a squad within Mashreq’s Digital Studio. Works together with other experts to achieve the squad's mission. Has expertise in the areas of marketing, product management, channel and process optimization. Can fulfil the role of Product Owner or Proxy Product owner within a squad. Each squad has one product owner and one proxy product owner. Together they are responsible for defining Stories and prioritizing the Team Backlog to streamline the execution of program priorities while maintaining the conceptual and technical integrity of the Features or components for the team.
·Applies profound product/ service knowledge todevelop and maintain an attractive and compliantvalue proposition and delivery excellence forcustomers.
·Develops, manages, harmonizes and phasesout the customer processes of products andservices, as well as everyday customer sales.
·Deals with the most urgent incidents andimprovement needs.
·Proposes and implements structuralimprovements to work processes, followingimprovement needs flagged up from within thetouch point.
·Uses his/her technical expertise and experienceto contribute to all sprint events (planning,refinements, retrospectives, demos)
·Keeps track of and analyses market andcompetition developments (in the area of costprice, market price, market share, legislation andregulations, technological developments,distribution methods and other areas).
·Weighs up development of new products andservices against procurement of possible sub-products.
·Initiates customer research.
·Designs strategy in the area of products,channels, promotion, pricing, and product andprocess quality, in keeping with MASHREQ's brand policyand with customer interests as the starting pointfor their ideal customer journey.
·Translates thestrategy into practical policy. Formulates theproduct, process and channel policy in keepingwith:
·assortment policy
·IT landscape/architecture
·internal and external legislation and regulations
·process principlesaiming for maximum customer satisfaction andefficiency and the lowest possible cost price.
·Directs implementation of this strategy, trackssquad progress and adjusts wherever necessary inhis or her role as a product owner.
·Prioritizes the backlog regarding strategy,customer interests and feasibility in his or her role
·as product owner and in consultation with the Digital Studiolead.
·Monitors the planning, budget and requirementsand completes backlog items during squad sprints.
·Weighs up the implications of margins,volumes and market shares and sets targets,always keeping customer interests a priority.
·Design, maps and improves the performance ofCustomer Journeys through identifying andcollecting available CX and data, and translatingUX and IT-landscapes.
·Applies marketing and communicationpractices to develop and maintain an optimal(digital) mix for channel and/or segmentsperformance
·Has up-to-date knowledge of the businessdomain and the underlying applicationarchitecture + relevant IT landscape andtechnologies. Knowledgeable on IT opportunities tosupport business goals. And is able to translatebusiness solutions into working software bycollaborating with IT engineers.
·Provides product information to internal andexternal parties (such as the press and PR,interbank consultations, internal and externalsuppliers, consumer and interest groups, industryregulators and the government).