Director, Group Customer Experience Management

About FWD Group

FWD Group is a pan-Asian life insurance business with more than 13 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. The company was established in 2013 and is focused on changing the way people feel about insurance. FWD’s customer-led and digitally enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience.

For more information, please visit www.fwd.com

PURPOSE

• Lead the design, development and execution of the Customer Experience management framework and roadmap to create market leading customer experience outcomes to deliver large scale and successful transformation across the group to meet and exceed customer needs and achieve sustainable business growth.
• Collaborate and partner with markets to design and optimize key customer journeys, delivering frameworks for the creation of customer-centric design strategies and frameworks to ensure that customer experience is seamless, intuitive, and engaging across all touchpoints to increase customer engagement, customer sentiment and customer retention to achieve the vision and strategic objectives of FWD.
• Lead, coach, collaborate and guide Group and Market teams to solve customer and business problems and adopt new innovative experiences delivered in new ways of working.

KEY ACCOUNTAIBILITIES

• Partner and collaborate with key stakeholders in Group and markets to develop and deliver a scalable and common customer experience management framework and set of best practices and capabilities to deliver FWD bespoke customer experience outcomes to drive customer engagement and customer retention. across markets.
• Take ownership to ensure the strategic direction is clear with compelling customer and business outcomes to all related stakeholders, with a strategic roadmap agreed in Group and Market level. Lead the communications to ensure each-and-every country is aligned and agreed to the strategic direction, implementation plan and allocation of resources and an effective monitoring plans in place.
• Lead the review, assessment and selection process for the identification of a group standard customer engagement platform for integration into all customer contact channels, across the key customer journeys of purchasing, servicing and claims to enable real time collection of customer feedback through the Voice of Customer strategy for customer insights and enable journey optimization across markets.
• Collaborate cross-functionally with Group and markets and in particular with CX and Operations leaders to influence and drive the "insights to actions" program leveraging customer data from VOC and CEE on preferences, needs and experiences to drive actionable improvement in customer journeys for ease efficiency and improved emotion scores and NPS.
• Lead the engagement and partner with markets on the annual Customer Experience Excellence survey with external consulting firm to enable key market insights and data relating to FWD brand awareness and customer experience competitiveness against industry peers and other remarkable brands.
• Lead the execution of CX strategic initiatives across all markets including Customer Persona Development, Customer Journey Mapping, Customer Design Validation Workshops to build strong capabilities in markets.
• Partner with markets to ensure business plans include the budget requirements to facilitate the VOC and CEE programs.
• Define the strategic KPI's for customer emotion scores and NPS and set annual targets with Group and markets for business planning cycle and monitor, track and measure performance against targets and pro-actively work with markets in action and improvement plans.
• Develop FWD insight on how to seize market opportunities and be successful in solution delivery that foster a common language, set of best practices and cross functional capabilities to deliver results.
• Act as the valued thought leader and solution partner to markets to define and foster needed capabilities & insights to develop excellence in customer engagement, experience and retention strategies.
• Foster a culture of external and customer focused, continuous delivery of customer value aligned with FWDs overall brand Vision and Strategy.

QUALIFICATIONS / EXPERIENCE

• Bachelor or Master’s degree in Business or related.
• Minimum 10+ years’ experience in marketing or customer engagement and experience in a senior management role within the Life and Health Insurance industry Life working in multi-national environments with regional exposure.
• Proven experience in transforming customer operations and services, leading to measurable improvement in the end-to-end customer experience, customer engagement and customer retention outcomes.

KNOWLEDGE AND TECHNICAL SKILLS

• Broad and comprehensive knowledge of life and health insurance operations, products and services and customer related touch points.
• Deep knowledge and understanding of customers behaviors, customer/people centered design, and how this translates into customer and business benefits.
• Strong knowledge of the principles of customer segmentation.
• Strong knowledge of Customer Persona Development, Customer Journey Mapping and Customer Design Validation.
• Proven experience in applying data and analytics to track customer engagement and experience performance, identify problems, source solutions and pivot strategy where and when needed.
• Excellent communication, stakeholder management and relationship building skills.
• Exceptional eye for detail and a strong creative and strategic thinker.
• Strong negotiation and influencing skills and the ability to earn trust with across functional leadership and within working teams across markets.
• Demonstrated proficiency to work and adapt in a dynamic environment and recognize priority issues, escalating quickly where relevant.
• Demonstrated ability to collaborate with and influence diverse groups of senior executives that have expertise in different domains and at times conflicting agendas.