الوصف الوظيفي
Role: Head of CRM Location: Abu DhabiRole Purpose: The Head of Customer Relationship Management (CRM) will be responsible for leading the implementation and management of CRM initiatives across the bank. This role requires a strategic thinker with strong leadership abilities and a deep understanding of CRM systems and best practices. The ideal candidate will have experience in building CRM systems from scratch and driving customer-centric strategies to enhance customer satisfaction, retention, and loyalty.Key Accountabilities of the role:Strategy Development: Develop a comprehensive CRM strategy aligned with the bank's overall business objectives. Identify key customer segments and define strategies to address their needs and preferences. Understanding of customer journeys linkage to frontline team with fulfillment teams including back-office operations Collaborate with senior management to establish CRM goals and KPIs. Lead the team to deliver on goals associated with CRM Leverage CRM as a revenue generation tool and optimize workflows to build end-to-end straight-thru processes Unify other workflow systems like BPM and Finone to single enterprise level CRM catering to wide range of requirements across departments.CRM System Implementation: Lead the comprehensive planning and execution of the CRM system implementation, starting from the ground up. Conduct a thorough needs assessment to identify the bank's specific requirements, objectives, and key functionalities needed from the CRM system. Collaborate closely with cross-functional teams, including IT, operations, marketing, and customer service, to gather input and ensure alignment with organizational goals. Engage with external vendors and consultants to evaluate best practices on CRM usage, considering factors such as scalability, customization options, integration capabilities, and cost-effectiveness. Oversee the customization and configuration of the chosen CRM platform to meet the bank's unique business processes, regulatory requirements, and branding guidelines. Reengineering process flows to deliver on STPs and restrict handoffs on a process flow Bring standardization of process as an element to implementing workflows in order to minimize human intervention and enable multi-taking for back-office operations Develop a detailed project plan outlining timelines, milestones, and resource requirements for each phase of the implementation process. Coordinate data migration efforts, ensuring the seamless transfer of existing customer data from legacy systems or databases into the new CRM platform. Facilitate user training sessions and workshops to familiarize employees with the new CRM system, covering topics such as data entry, reporting, dashboards, and workflow automation. Implement robust testing and quality assurance processes to identify and resolve any issues or discrepancies before the system goes live. Monitor the implementation progress closely, proactively addressing any challenges or roadblocks that may arise, and adjusting plans as needed to stay on track. Develop post-implementation support procedures and protocols to provide ongoing assistance to users, troubleshoot technical issues, and optimize system performance. Evaluate the success of the CRM implementation against predefined metrics and objectives, seeking feedback from stakeholders and end-users to inform future enhancements and iterations.Ease of usage across frontline teams: Ensure that CRM information is easy to access and comprehend for frontline teams serving customers and make task creation easy and simple Create tools to prompt and aid frontline teams to interact with customers better and create value for the organization thru these interactionsData Management and Analysis: Establish data management protocols to ensure data accuracy, integrity, and security within the CRM system. Utilize data analytics tools to gain insights into customer behavior, preferences, and trends. Translate data insights into actionable strategies to optimize customer interactions and maximize revenue opportunities.Customer Segmentation and Personalization: Implement segmentation strategies to tailor marketing and communication efforts based on customer profiles and preferences. Develop personalized customer journeys to enhance the overall customer experience and drive engagement. Leverage automation and AI technologies to deliver targeted and timely communications to customers.Revenue generation: Enable tools within CRM to facilitate cross-sell of products to existing customers of the bank Provide intelligence pro-actively to frontline teams on specific products to be cross sold while dealing with customersCross-Functional Collaboration: Collaborate with marketing, sales, and customer service teams to ensure alignment of CRM initiatives with overall business strategies. Foster a culture of customer-centricity across departments by promoting the importance of CRM in enhancing customer relationships. Work closely with compliance and legal teams to ensure CRM practices adhere to regulatory requirements and data privacy standards.Performance Monitoring and Optimization: Establish performance metrics to measure the effectiveness of CRM initiatives and track progress towards goals. Conduct regular performance reviews and analysis to identify areas for improvement and optimization. Implement continuous improvement processes to refine CRM strategies and enhance outcomes over time.Continuous Improvement: Create a roadmap of continuous improvement on workflows, STPs, interface enhancement, system performance, integration with systems, communication channels etc to deliver regular improvements to teams across the enterprise. Deliver key metrics linked to the CRM system like Straight through processing, First contact resolution, Turnaround times, Average handling time for frontline teams etc.Specialist Skills / Technical Knowledge Required for this role: Bachelor's degree in business administration, marketing, or a related field; advanced degree preferred. Minimum of 15 years of experience in CRM management or related roles within the banking or financial services industry. Proven track record of successfully implementing CRM systems and driving customer-centric strategies, preferably Microsoft Dynamics. Strong leadership and communication skills, with the ability to influence and collaborate across departments. Proficiency in CRM software and design, data analytics tools, and Microsoft Office Suite. Knowledge of regulatory requirements related to CRM, data privacy, and customer communications. Strategic mindset with a focus on innovation, problem-solving, and continuous improvement.
