Vijay Vettiyamkunnath

Key Responsibilities:

The Head of Customer Value Management is responsible for developing and executing strategies that enhance customer engagement, retention, and lifetime value. This role focuses on leveraging data-driven insights, behavioral science, and personalized marketing to optimize customer relationships and drive business growth.

• Customer Lifetime Value (CLV): Maximizing the long-term profitability of each customer by enhancing engagement, retention, and personalized offerings.
• Retention/Churn Reduction: Implementing strategies to keep customers actively engaged, minimizing attrition rates, and increasing loyalty through value-driven interactions.
• Campaign ROI/Uplift: Measuring and optimizing the effectiveness of marketing campaigns to ensure maximum return on investment and revenue impact.
• Cross-sell/Upsell Penetration: Expanding customer value by strategically offering complementary products and services to enhance engagement and spending.
• Segmentation and Personalization Strategy: Utilizing data analytics to create targeted customer segments, ensuring personalized experiences that boost satisfaction and conversion rates.
• Data-Driven Decision Making: Utilize analytics and behavioral insights to segment customers and tailor engagement strategies.
• Retention & Loyalty Programs: Leverage initiatives that improve customer retention, satisfaction, and lifetime value.
• Customer Journey Mapping: Analyze customer interactions to refine touchpoints and improve engagement.
• Performance Metrics & Reporting: Track KPIs such as churn rate, customer satisfaction, and revenue impact to measure success.
• Cross-Functional Collaboration: Work closely with marketing, product, and sales teams to ensure seamless customer experiences.
• NPS/CSAT Improvements: Enhancing customer satisfaction and brand loyalty by refining service delivery, addressing pain points, and improving overall Net Promoter Score (NPS) and Customer Satisfaction (CSAT).

The role involved formulating Growth Strategies for the BU/Channel and the KPI's include the following:

• Channel and Acquisition strategies: Innovation, Digitized & Online Solutions and Bankassurnace.
• Customer Acquisition & Retention: Develop and implement strategies to attract new customers while enhancing retention and engagement.
• Growth Analytics & Insights: Utilize data-driven methodologies to identify opportunities for customer expansion and optimize marketing efforts.
• Revenue Optimization: Drive cross-sell and upsell initiatives to maximize customer lifetime value (CLV).
• Segmentation & Personalization: Design targeted campaigns based on customer behavior and preferences to improve conversion rates.
• Customer Journey Enhancement: Map and refine customer touchpoints to ensure seamless experiences across all channels.
• Performance Metrics & Reporting: Track KPIs such as churn rate, campaign ROI, and customer satisfaction to measure success. Responsible for Marketing budget to the tune of R50 mill.
• Cross-Functional Collaboration: Work closely with marketing, product, and sales teams to align growth strategies with business objectives.

• Responsible for all Direct Marketing Initiatives, both internal and external Direct Marketing partners, media marketing agencies and e-business lead generating partners.
• Lead analytics ensuring delivery is aligned to Standard Bank SBDLIS and Liberty Direct growth strategy.
• Campaign Management, Performance Marketing and Marketing Operations

• Responsible for all Direct Marketing Initiatives, both internal and external Direct Marketing partners, media marketing agencies and e-business lead generating partners.
• Lead analytics ensuring delivery is aligned to Standard Bank SBDLIS and Liberty Direct growth strategy.
• Campaign Management, Performance Marketing and Marketing Operations

• Affinity partnership, Bankassurnace, Direct acquisition