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Customer Segmentation
2 weeks ago
About UOB
United Overseas Bank Limited (UOB) is a leading bank in Asia with a global network of more than 500 branches and offices in 19 countries and territories in Asia Pacific, Europe and North America.
In Asia, we operate through our head office in Singapore and banking subsidiaries in China, Indonesia, Malaysia, Thailand and Vietnam, as well as branches and offices.
Our history spans more than 80 years. Over this time, we have been guided by our values — Honorable, Enterprising, United and Committed.This means we always strive to do what is right, build for the future, work as one team and pursue long-term success.
It is how we work, consistently, be it towards the company, our colleagues or our customers.Responsibilities:
_Customer Segmentation Development:
_
- Discover, identify, and understand the full life cycle of Wealth Banking (WB) segment and their needs via customercentric mindset and data analytics to develop campaigns to increase acquisition, retention, and engagement.
- Contribute and assist Segmentation Head to develop, execute, and keep improving customer experience from customer journey to customer onboarding, upgrading and downgrading process.
- Review, maintain, and make suggestion to improve ongoing CVPs as well as contribute to launching proposition initiatives for Wealth Banking.
- Portfolio health: Management the performance management of key metrics of the segment, against business goals (revenue, aum, product holdings per customer) and competitor benchmarking.
- Analytics: Use of datadriven approach to develop endtoend programs; this would include using analytics to understand the segment, identify the opportunities through their behavior, to crafting the appropriate messages and channels of communications, to the tracking and analysis of these programs. This would also include testing of the wide range of analytical models and data sets available.
- Collaborate with product teams to ensure that range of product, product features, product pricing and operational dynamics are meeting the needs of customer segments.
- Collaborate with different teams across retail bank, to develop and execute the communications strategy and customer experience across all customer touch points, including digital channels to ensure contextual and relevant messages are made available to customers.
- Develop a strong network of external partners that would be relevant and valueadding to these segments so that winwin collaboration opportunities can be developed for loyalty and rewards programs+ Helping to organize training sessions for product campaign launch, process launch/improvements.
- Customer segmentation: Identify, understand, and target segments to develop the appropriate programs and communications strategy. This includes driving digital initiatives that may be appropriate for the respective segment for e.g. online investments and selfhelp initiatives for better adoption of digital assets that would allow customers to "live more and bank less".
- Engagement Model: Align with the business and servicing model to define crosssell, upsell or optimization strategy, including digital engagement channels. This includes AUM building programs, product penetration programs across investments, insurance, credit cards, mortgages, and loyalty rewards programs.
- Conduct other tasks assigned by Head of Segmentation to ensure sales support effectiveness, customer service excellence and smooth collaboration between WB sales force, internal departments and with partners
_Campaign Monitoring:
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- Complaint handling
- Monthly reporting with related parties to consolidate sales/usage reports
- Analysis with related parties and different sources to analyze demographics, market comparison, market strategies, deals requirements, P&L analysis, partnership ecosystem
_Event Organizing:
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- Execute customer and partnership events to support privileged lifestyle pillars of Privilege Banking.
- Post event evaluation and reporting for improvement opportunities
Job Requirements
- Bachelor's degree with minimum of 68 years' experience in retail banking, retails, consumer finance
- Having creativity or marketing experience is a plus.
- Data analytics and problemsolving skills. Must be attentive to details.
- Selfmotivated, proactive, and able to work under pressure and ambiguity
- Resultoriented and wellorganized with ability to succeed in a high matrix organization
- Excellent in both verbal and written communication
- Proficient in both English and Vietnamese
- Ability to work in a fastpaced, teamoriented environment.
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