Manager, Customer Lifecycle Management

Opening up a world of opportunity.

We're a financial services organization serving more than 40 million customers across the globe through our Wealth & Personal Banking, Commercial Banking and Global Banking & Markets businesses.

We’re here to use our unique expertise, capabilities, breadth and perspectives to open up a world of new opportunities for our customers, our people and our communities.

Wealth and Personal Banking

We help clients to manage, protect and grow their wealth. We offer a range of services from personal banking, mortgages and loans to investment, savings and wealth management products. Our international network and breadth of expertise enables us to support individuals, families, business owners, investors and entrepreneurs around the world.

About the role:
The CLCM & engagement team is critically important to Wealth and Personal Banking (WPB) Business and pivotal within the Customer & Propositions team. The scope of the team includes coordinating and creating the Customer Operating Plan (who we want to target, how we’ll strengthen relationships and how we retain key customers for longer) and using the Group methodology, setting key customer centric measures to monitor performance against. The team also liaise closely with Group CLCM and local WPB Products teams to ensure sharing of ideas, key activities and plans.

It overseas the overall customer contact strategy for WPB by determining the objective, timing and most appropriate channel for communication. Primary responsibility of the team is to support and work collaboratively with various stakeholders to meet overall annual operating plan by improving relationships with customers, specifically focusing Life Cycle - customer activation, relationship deepening and retention.

**Responsibilities**:
The role is responsible for driving customer interactions & engagement through WPB offers and services in line with CLCM goals. Identify opportunities among customer base, including campaign design, preparation and setting of KPIs ensuring relevance, feasibility & control all are in-line with Wealth and Personal Banking (WPB) strategies.
- Collaborate with WPB Retail Product & Propositions managers and distribution channels to ensure CLCM campaign activities align with business objectives. Drive campaign & engagement activities to achieve Wealth and Personal Banking (WPB) goals.
- Uses Group CLCM methodologies to drive customer growth, optimise customer value and engagement
- Designs and executes the campaign strategy including contact rules, channel strategy and the relationship/rules between Marketing activity and Digital Messaging
- Higher customer engagement and displaying primary active behaviours
- Higher revenues per customer/segment;
- Lower regrettable attrition;
- Stronger Strategic Net Promoter Scores with customers able to satisfy their needs more immediately;
- Progressively lower cost to contact customers via more relevant, immediate and personalised messaging via appropriate channel;
- The role is also responsible for working with Campaign Execution teams (Data analytics, PEGA operators, Digital operations) to ensure successful delivery and launch of the campaigns across banking channels. This includes converting campaign requirements into technical documents for execution.
- Creates and shares continuous insight to customer’s behaviours, trends and opportunities. Improvement of the effectiveness (ROI) of marketing campaigns to existing customers across all digital and other manned channels (branches & Contact centres).
- Fulfill CLCM strategic requirements for WPB customer: on-boarding, engagement, relationship deepening and retention and holds the product, channel and customer journey owners to account for ensuring requirements are met.
- Responsible for stakeholder management across Wealth and Personal Banking (WPB) business units to drive Canadian market share growth, ensuring a close connection between market trends/client needs and product/channel delivery and business.
- Maintain strong relationships within team, key partners and stakeholders across the organization. Interact within the team, Channels and Retail product and proposition, Data analytics teams to identify peer company best-in-class service practices & technologies to improve Customer campaigns.
- To support the Head of CLCM & Engagement in providing a high quality, customer driven support function.

Requirements
- 3+ years of proven and progressive experience in Financial industry.
- knowledge of Customer Lifecycle Management (CLCM) principles, strategies and ideologies around acquisition, conversion, loyalty, engagement, retention
- Holder of this role is expected to demonstrate a good understanding of key trends and area of innovation which influence the way we interact with our customers. These should include digital marketing, new technologies, Marketing Automation, CRM, data and analytical tools and how this helps HSBC to be more customer cen