Lead - Customer Experience (For a leading Health Insurance Company)

Job Purpose:

• Drive enterprise-wide customer experience strategy to enhance satisfaction, loyalty, and retention.
• Lead the design and execution of transformative customer journeys across all touchpoints, leveraging data-driven insights and fostering a deeply customer-centric culture.
• The role is also responsible to design and provide the Operations, Customer Service, Sales, Marketing and Digital teams a broad framework for evaluating and improving customer experience.

Responsibilities:

Championing Customer Experience -

Serve as the executive custodian of customer experience across the organization • Architect and institutionalize a comprehensive CX framework aligned with organisation's vision and business goals • Champion customer-centric transformation initiatives across all business units.

Measurement of the customer experience -

Identify KPIs (direct or indirect) to be measured to get a reasonable measure of the customer experience. Namely, these can be NPS, TATs, Contact centre complaints, FTRs, Social media escalations, App ratings and reviews on Apple and Android app stores, complaints to ombudsman/regulator etc. • Develop a mechanism for getting direct customer feedback at the various stages of the customer journey through NPS or via any other feedback mechanism • Plan and execute NPS programs to effectively manage & launch across pan India • Implementation of the mechanism to capture transactional bottom-up scores • Analysing the feedback received from various sources and publishing a dashboard for the leadership team • Monitoring feedback to ensure that the customer satisfaction is improving on a month on month basis • Act as a custodian of customer feedback.

Root cause analysis for customer issues -

Identify the root cause for customer dissatisfaction, low customer feedback or dips in customer feedback • Analyse and present the key causes of the issues to the relevant stakeholders • Decide (with the relevant stakeholders) the mitigation steps to be taken to resolve the key causes of the issues • Monitor the change in customer feedback scores after mitigation steps are implemented

Customer Experience -

Leading and managing a complete customer experience task force for the organization which looks at different customer facing process interventions Developing a framework for evaluating and improving customer experience

NPS Actionable -

Coordinate with Heads for proper launch and stabilisation of process. • Creating the Fortnightly / Monthly Huddle Deck covering focus themes & Functional & Structural ops issues as well as rollout and sustainment update along with Analytics lead • Planning & execution for NPS score & feedback, evaluating the customer root cause analysis for customer issues, review & analysis of customer journey

Project execution and management -

Be responsible for jointly executing and managing, with key process owners, organization-wide projects to implement the organisation's differentiators having the deepest impact on customer experience • Identify vendors/consultants to work with, if any, for the project implementation and jointly manage that relationship along with the key process owners • Identify KPIs to be measured to see the impact of the projects implemented • Initially monitor the KPIs to see the impact of the project and suggest improvements if any

Processes standardization and improvement -

Evaluate to ensure that the internal processes/systems are standardized to provide the customer an Omnichannel experience • Conduct mystery shopping at own and competition branches to understand industry best practices and fail points • Analyze sample contact center recordings to understand customer issues/pain points • Suggest change in processes if required to provide Omnichannel experience Standardize branch minimum requirements along with key stakeholders to ensure customer gets standard and good experience when he/she visits the branches • Evaluate processes (including TATs and FTRs) related to sales, underwriting, embedded wellness, DRM, claims, PPMC/Health Assessment to suggest improvements that may have implications on the customer experience • Evaluate dashboards to continuously monitor the above

Analysis of communication to the customer-

Analyze all communication, including but not limited to brochures, app, portal, call center to the customer to ensure that it is simple for the customer to understand and act upon

Multi-Channel Integration -

Ensure a consistent and cohesive customer experience across various channels, including online platforms, social media, email, and traditional marketing channels

Team Leadership & Capability Building -

Lead and mentor a high-performing CX team, fostering innovation, ownership, and continuous learning • Build organizational CX capabilities through training, tools, and frameworks.