Head - Customer Experience Department

Job description / Role

Responsible for helping develop BankDhofar into the Best Bank in the Gulf in terms of Customer Experience.

The role of the Head of Customer Experience is to ensure that BankDhofar retains a unique culture; centred around people engagement and customer centricity. Has to ensure that best practices are developed for Customer Experience across all business lines (Corporate/ Retail/ Islamic banking).

The Head of the Customer Experience Department is responsible for defining and leading visionary Customer Experience across BankDhofar, while focusing on USPs and how BankDhofar can distinguish itself from the rest of the market.

- Employing best practice and the latest methodologies in the industry, to understand customer needs (internal and external customers). This pertains to all lines of business (Corporate/ Retail/ Islamic).
- Defining, spearheading and leading visionary and unique Customer Experience practices across all lines of business. These practices should ensure that customer receive optimal service levels across all touch-points of interaction with BankDhofar.
- Initiating, designing and leading a Customer Experience Programme and vision to the Management for BankDhofars journey of Customer Experience for the next 5 years; while ensuring this is seen through to effective execution.
- Ensuring that customer experience is standardized across the bank; across channels, segments and regions, in line with the developed Customer Experience Programme.

Mapping the nature of Customer Experience to cover all the following, in an As Is versus To Be context:
- On an overall, macro-level scale
- By customer segment
- By product and service
- By each channel

- Ensuring optimal Customer Experience throughout the customer life-cycle, and at all stages of the customer life-cycle.
- Working closely with other departments in the Transformation Division, to ensure that the Customer Experience SLA is entirely customer-centric and optimizes the experience had by customers (both, internal and external)
- Suggests and spearheads new projects and initiatives to improve customer experience across different business lines and customer segments.
- Develops metrics for all businesses, to study and track Customer Experience levels over the years, in line with the Customer Experience 5 year plan.

Develop metrics to track customer experience across all channels. These include:
- ATM/ CDM network
- Mobile banking
- Internet banking
- Call Centre
- Branches
- Any other channels/ touch-points of interaction with customers

- Conducts comparative analysis of the above metrics over time and subsequently provide a clear picture to the banks senior management on the strengths, weaknesses, opportunities and threats, as well as potential corrective measures in terms of customer experience. (SWOT analysis). For instance, if businesses have diverged from pre-defined metrics at the end of a period, conduct root-cause analysis and suggest corrective measures.
- Works closely with the Research Team to acquire data on customer experience; helps formulate Customer Experience projects based on any key research conducted that is customer-centric.
- Liaises with the Strategy & Planning department to ensure that the vision and strategy of the bank for the forthcoming 5 years is aligned with the Customer Experience programme.
- Liaises with the Marketing department to ensure that the brand image of the bank and its Customer experience programme are in cohesion with each other. Drive marketing forward based on the programme. I.e.; Develop propositions for different customer segments and drive customer-targeted campaigns in collaboration with the Marketing team. All in all, help improve the banks media profile.
- Create customer experience champions across the organisation while liaising with the banks Human Resources and Strategy departments; to ensure that employees are in complete alignment with the banks Customer Experience programme and overall strategy.
- Manage, train and develop the Complaints management and Quality Assurance team.
- Determine the need and monitor BankDhofars competitive position within the proposition in collaboration with the Research Team, by means of market research, data warehouse analysis and feedback from other business units and line managers. Employ the information and reports gathered to develop Customer-centric strategies that tangibly improve Customer experience and grow the business.
- Ensure that the Customer experience programme is in accordance with Compliance and Business Risk.
- Asses existing customer experience model and develop new customer experience model by segment and channel.
- Partner with all business leaders and ensure customer experience life cycle is approved and monitored regularly.
- Ensure customer experience end state quality program is developed and implemented
- Set up customer experience success metrics and review regularly
- Ensure integration of customer experience model in all customer process, marketing, channels, etc.
- Manage end to end customer experience life cycle (Welcome, waiting, service, sales, departure & exit experiences)

Requirements

- Bachelors Degree in a relevant subject. (Example: Business Administration/ Economics/ Marketing/ Strategy)
- Preferred: Masters Degree (In similar fields)
- 8-10 years in a similar position
- Banking experience desirable
- Knowledge of the local and MENA markets desirable

Areas of Competency
- An ability to lead and inspire a professional function across multiple business lines and employee levels.
- Proven communication skills to inspire and influence people at all levels, inside and outside the organisation
- Proven influencing skills with Senior Executives, the media and Boards
- Experience across a range of consumer services, (in particular, banking businesses)
- Local market knowledge is desirable
- The role holder will have a passion for the customer, driven by treating customers fairly, with a clear understanding for the customer experience and key customer metrics, with a strong track record of delivering successful product propositions and marketing in a retail Financial Services environment
- Advocate of driving continuous improvement from a Customer perspective
- Personal credibility building and sustaining mutual trust/influence with colleagues at all levels, based on sound judgement
- Expertise and role modelling of values. Self-motivated and results driven
- Commercial knowledge of the impact of Customer experience on Balance Sheets

About the Company

Established on January 1 1990, Bank Dhofar is an Omani commercial bank wholly owned and managed by Omanis. With successive years of constantly setting new standards in banking, BD has attained an impressively expanding network of 50 operational branches and 89 ATMs.

Through an international network linked by advanced technology, BD provides a comprehensive range of financial services that encompass personal financial services; commercial banking; corporate, investment banking and markets; private banking; and other activities.

Its Board of Directors & Management Team consists of eminent professionals like accountants, management experts, economists, businesspersons, etc. The Bank has strengths in both retail and corporate banking and is committed to adopting the best industry practices internationally in order to achieve excellence.