Head of CRM

Role: Head of CRM

Location: Abu Dhabi

Role 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 a 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-tasking 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 through these interactions.

Data 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 proactively to frontline teams on specific products to be cross-sold while dealing with customers.

Cross-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.