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AVP, Digital Customer Engagement & Care

Date:  18 Nov 2023

StarHub Green

Company:  StarHub Ltd

Job Description

The Digital department within the Consumer Business Group organization drives the digital strategy and its execution; supporting our customers throughout their entire journey with StarHub, from awareness, consideration, purchase to servicing and retention; and supporting key business objectives to grow digital sales as well as shift customer engagement, servicing, care and retention to digital; across all our lines of business (Mobile, Broadband, Entertainment).

You will be responsible for defining StarHub’s strategy and roadmap to drive best-in-class customer engagement, loyalty and care digitally; leading 2 teams to deliver execution and daily operations with high quality and efficiency. This encompasses the overall ownership of our customer-facing App and Chatbot.  
This role is pivotal in ensuring success of StarHub’s Digital transformation, and is a leadership role, driving cross-functional collaboration to generate business value and customer satisfaction from our digital platforms.


Key Responsibilities
1. Overall ownership of StarHub’s Consumer App & Chatbot
2. Lead strategic planning including the identification of strategic goals, objectives & KPIs, roadmap plans and prioritization, daily operations, budget & resources allocation; with the key objectives to:
•    Drive customer engagement and loyalty through our Digital touchpoints: especially drive App adoption, activation, usage, retention, and cross/up-sell
•    Drive self-servicing and self-help through our App and Chatbot and enable the Transformation of our business model, from Stores and Call Centre to Digital 
3. Keeping abreast with latest technology advancements, digital consumer trends and market competition; identify opportunities and impact/potential for StarHub, to drive best-in-class personalized customer engagement & care digitally; through the development of new capabilities, product/ services, initiatives across our digital touchpoints
4. Develop the roadmap for digital engagement and self-support for the Consumer Business Group in consultation with several business units to integrate new products and customer propositions, self-servicing and self-help flows and enhance functionalities / improve digital journeys, NPS and automation features. Drive prioritization of backlog and deliveries according to business value and alignment with strategy,
5. Collaborate cross-functionally and engage business stakeholders to meet digital self-service and support adoption targets, influence customer propositions and journeys towards digital-first enablement and drive customer satisfaction.
6. Partner with IS and vendors to deliver the roadmap for customer engagement and care on our digital touchpoints ensuring quality and efficiency of deliveries, and ongoing maintenance and support SLAs are met.
7. Review vendors and technologies regularly and opportunities to switch and/or find efficiencies and better operating models
8. Monitor and optimize the performance across all KPIs, ensuring data-led and insights-driven action plans are derived from analytics & research
9. Demonstrate day-to-day cross-functional leadership for managing and influencing business stakeholders.
10. Lead and coach team members to drive execution of strategy, roadmap and plans. Conduct resource planning and management, and operating models. 



•    Master’s Degree in Management / Marketing or related field
•    10-12 years of proven track record in Digital field
•    Proven track record driving customer engagement, loyalty, self-servicing and care via digital touchpoints; with experience as a Product Owner of a customer-facing App and Chatbot
•    Extensive knowledge of digital service processes, digital platforms, customer engagement solutions and tools, technology trends, consumer patterns 
•    Strong understanding of dynamics between design, engineering, product, applications and customer service.
•    Experience first-hand Agile methodology and DevSecOps practice
•    Experience working with other Digital Product Owners, and Business Stakeholders, UX-UI teams, system integration working with IT teams and digital project management 
•    Experience driving operational efficiencies, budgeting & resource planning
•    Min 6 years of experience leading & coaching teams
•    Customer-focused, data-driven and passionate to drive digital transformation 
•    Excellent verbal/ written communication and interpersonal skills to engage internal and external stakeholders of all levels.
•    Demonstrate leadership and influencing skills
•    Able to work in a high pressure & competitive environment, multi-task and demonstrate operational efficiency.

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