Customer Experience Manager at The Automobile Association

Customer Experience Manager

The Customer Experience Manager (CEM) will oversee customer experience across the organisation to ensure that every touchpoint along the customer journey is engaging, efficient, and effective, thereby  optimising and fostering customer engagement. The CEM will design, and develop programmes and processes to facilitate the organisation’s understanding, analysis and optimisation of customer experience in line with its strategic objectives. Using relevant data and information, the CEM will gain insights from the customer’s unique perspective to augment the experiences customers have with the Association, to ultimately increase customer satisfaction and loyalty.

Key focus will be placed on the digital environment and the incumbent will oversee and support the organisation’s digital platform experiences, which include its website/s, mobile applications and social media platforms.

 Responsibilities

• To assume overall responsibility for the implementation and monitoring of the Association’s customer experience strategy as directed by the CEO.
• To build strong relationships with clients that are fostered by gathering customer feedback in real-time and incorporating this into various interactions to improve the overall customer experience. 
• To manage the annual customer service/experience plans, market research programmes and control the customer experience budget.
• Provide tactical direction in respect of the development of CLM, CRM and CSI to improve customer experience. Using these systems gather intelligence related to the wants and needs of current and targeted AA customers and design and integrate systems and processes to support this objective.
• Conceptualise, visualise, design and review optimal customer journey maps, working closely with the IT and operational teams.
• Manage the resolution of all customer trends, complaints and/or queries received via the various touch points, which includes the recordable and tracking of customer complaints to final stage, to ensure that all complaints and queries are effectively resolved to the customer’s satisfaction. Thereafter, to identify the shortcomings of relevant systems, processes and/or service providers, recommend suitable interventions and ensure these are carried out throughout the business to improve customer experience.
• Oversee the rollout of technologies across customer channels, to enhance digital interaction, process improvement and reduction of turnaround times for product fulfilment.
• Conceptualise, visualise and design user experiences, working closely with IT teams.
• Experiment with new digital approaches for customer contact management and develop a roadmap for relevant scalable technologies with IT and business groups.
• In collaboration with IT, recommend system solutions by comparing advantages and disadvantages of custom development and purchase alternatives
• Evaluate marketing and loyalty activities in terms of effectiveness and ROI, and identify quality improvements based on customer feedback and core performance measurements.
• Implement and drive a Quality Management strategy underpinning all operational activities for measurement of the organisation’s performance. Whether by outsource arrangements or internal resources, ensure that the appropriate structures, systems, competencies and values are developed to meet and exceed strategic goals.
• Manage and co-ordinate the activities of the Customer Services areas to ensure that staff perform at their optimum in providing effective customer service to AA members and customers.
• Use business analytics and intelligence to provide insight to all relevant stakeholders to create and drive change to improve the customer experience.
• Develop and maintain an excellent understanding of key customers and target audience to ensure that their needs are being met and their business retained.
• To serve as customer advocate with senior management ensuring that customer research findings are understood, tracked and acted upon.
• Work closely with sales and marketing business units to manage the brand identity that differentiates products and aligns with customer preferences.
• To assist the Exco to establish and drive a customer-centric culture (i.e. Service Charter) throughout the business.
• Educate internal staff on customer experience concepts, value proposition, and processes, regularly assess how the organisation's divisions collaborate to deliver seamless customer service.
• To remain abreast of developments and trends and utilise this information to assist the AA to operate with initiative and innovation in order to optimise each customer's experience.
• To institute and execute a continuous improvement mindset as it relates to operations, quality, agility, etc.
• Any other related duties as required by the CEO from time to time.

Experience

• Proven experience in maturing an organisation technically, and a mindset of quality, agility and continuous improvement. 
• Experience interpreting customer trends using the following metrics:

1. Net Promoter Score (NPS)
2. Customer Satisfaction (CSAT)
3. Customer Effort Score (CES)
4. Customer Churn Rate
5. Customer Retention

• Proven track record in bringing and realising business value through digital platforms, technologies and concepts.
• Experience in the Agile development practices.
• Marketing, customer service and analysis of customer data.
• Expertise in analysing research and developing customer service/experience strategies in collaboration with clients and colleagues.
• Demonstrable experience in developing client focussed differentiated and achievable solutions.
• Proven experience and understanding of business processes.
• Expertise in relationship building and relationship management; prior experience in a heavily client-focused role is strongly preferred.
• Management of a diverse group of staff.

Qualifications

• A related Bachelor’s degree (or equivalent).