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Retail Experience Manager

General Motors (GM)

Dubai, UAE

Ref: KP687-132

Job description / Role

The Retail Experience (RX) Manager is responsible for leading the definition and implementation of the ideal strategy to achieve superior customer experience and deliver a world-class shopping, buying and ownership experience at every interaction. The RX Manager is responsible for working closely on the Customer Journey Mapping project and translating the needs of the customer into sustainable well-defined initiatives that are executable at a dealer level and reflect the customer’s point of view.

The RX Manager needs to tackle not only the processes required across the LEARN, SHOP, BUY, ONBOARD, OWN stages of the lifecycle but also to address the culture change required across MEO and the network to truly put the customer in the center.

Key Responsibilities:

Internal liaison:
- Cultivate the passion for customers and delivering superior customer experience
- Be the champion for all CX initiatives
- Work with internal teams to ensure the experience is delivered on and key CX KPIs improve
- Lead the creation of the CX Steering Group with key stakeholders Marketing, Customer Service & Aftersales, PR, HR, Training, Network Development, etc
- Review the CX Maturity Assessment and work with the CX team to develop an action plan to address the internal areas

Customer Understanding:
- Lead the logical approach to business process design around the customer
- Lead Customer Research to validate the Customer Journeys
- Identify the key Pain Points and Moments that matter
- Prioritize and Facilitate the cross-functional workshop to address the top 3 areas that are important to the customer
- Responsible to enhance key value drivers to implement/ differentiate the customer experience and include a systematic response mechanism to address the negative experiences
- To conduct competitive reviews in the same industry and others to create the right experience and sustainable model
- Thoughtfully design and solidly execute with the right framework, dealer model, team creation, KPIs and feedback mechanisms
- Work with the Dealers and GM team to integrate and assess the effectiveness of implementation by providing the appropriate level of performance feedback

Culture / Customer Service:
- Identify a partner who can deliver specific sustainable training on changing the mindset and improving customer service, working closely with the GM training team
- Identify the path for Leaders vs front line staff for both GM and Dealers
- Orchestrate the pilot and planned rollout of the Culture change / Customer Service training
- Executes development of training plans to ensure culture is spread through the dealer network
- Identify areas of improvement from the Mystery Shopping and course correct or raise to the field where necessary
- Help the I CARE champion with the necessary tools to facilitate their rollout (I CARE leadership traits, I CARE Awards collateral and sell-deck, I CARE internal comms collaboration with PR)
- Interacts with all levels of field and management

CX Standards 1.0:
- Revamp the approach to Retail Standards
- Review the incorporation of Good, Better, Best as levels within the standards
- Develop the recommendation for Standards assessments keeping in mind CX needs, Operations and Facilities working closely with Dealer Network and other cross functional teams

Showroom of the Future
- Work closely with the Global team on the ‘Re-imagining Retail’ project to ensure MEO needs are gathered and part of the plan
- Work closely with selected dealers on testing some of the Global concepts in the Pilot phase
- Lead the Local tests such as Footfall and other showroom technologies with selected dealers
- Work towards defining a direction for dealers whose facilities are opening in 2017
- Define the path for immediate needs of the dealers for smaller showroom elements in conjunction with Network development in line with CI processes

Competitive Intelligence:
- Keep up to date with the service being delivered in the region as well as trends that need to be monitored
- Ensure the competitive CSI is reviewed and learnings shared
- Ensure the overall service industry (auto and non-auto) approach to building great experiences is monitored and learnings applied to the MEO strategies

GMI integration and collaboration
- Ensure GMIO is updated on local progress and is provided with learnings


- Bachelor's degree in marketing, business, communications
- At least 3-5 years experience in dealer / hospitality industry
- Dealer environment experience an asset
- Experience Certification an asset
- Automotive and Dealer specific experience would be good but non-auto experience is also acceptable in the area of CX
- Customer Service levels and exposure to varying industries and their strategies
- Project Management skills
- Implementation skills and pragmatic approach
- CX strategies and knowledge of trends
- Customer Journey mapping and associated tools
- Customer Research basics

- Strong personality to drive the required culture change
- Strong communication skills; capable of understanding and interpreting customer marketing, sales and service related processes
- Ability to articulate requirements in a simple yet effective manner for ease of understanding and onboarding
- Pragmatic, practical approach to quick wins as well as well-thought through decisions for long term vision
- Persistent to ensure implementation
- Ability to work well with teams to gain their feedback and work in a coordinated fashion

- Customer focus
- Managing Vision and Purpose
- Managing and Measuring Work
- Functional/Technical Skills
- Passionate for superior service
- Advocate for wow moments
- Clear approach to gain insight and build appropriate tasks to deliver on goals
- Drive for results and continuous improvement
- Drive for implementation and on the ground action
- Eye for detail
- Ability to get the job done
- Problem solver
- Integrity & trust

About the Company

General Motors Company (NYSE:GM, TSX: GMM), one of the worlds largest automakers, traces its roots back to 1908. GM and its strategic partners produce cars and trucks in 31 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, Holden, Isuzu, Jiefang, Opel, Vauxhall and Wuling. GMs largest national market is China, followed by the United States, Brazil, the United Kingdom, Germany, Canada and Russia. GMs OnStar subsidiary is the industry leader in vehicle safety, security and information services.

With its global headquarters in Detroit, GM employs 209,000 people in every major region of the world and does business in more than 120 countries. GM is headquartered in four major locations: GM Europe; North America (GMNA); South America; and GM International Operations (GMIO) is located in Shanghai, China. GMIO covers Asia Pacific and Middle East.

GM Middle East started in 1920s and the brands that are sold in the region are Cadillac, Chevrolet and GMC supported by a unique set of customer-focused services. GM parts and accessories are sold under the GM Parts and ACDelco brands. The regional office in Dubai covers the companys operations in Bahrain, Iraq, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, UAE and Yemen in 20 dealerships.

GM has 2 facilities here in Middle East one is in Dubai World Trade Centre and the other, Middle East Distribution Corporation, which is located in Jebel Ali.

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