The Role
Manage and re-engage a portfolio of SME clients dormant 12+ months via outbound multi-channel campaigns. Diagnose dormancy causes, run re-onboarding, refresh documentation, analyze churn signals, track retention KPIs, and coordinate with operations and sales enablement to restore product usage while ensuring compliance and transparent customer communications.
Summary Generated by Built In
Lula is seeking a Customer Retention Specialist to lead our dormancy reactivation strategy. The primary focus of this role is to manage and re-engage a portfolio of SME clients who have not utilized their credit facilities for 12 months or longer. You will act as a consultative 'bridge,' uncovering the reasons for inactivity and providing the necessary product information and support to restore active usage. This is a high-impact role requiring a blend of data-driven analysis and exceptional relationship management to maximize customer lifetime value (LTV).Key ResponsibilitiesProactive Re-engagement & Reactivation
- Dormancy Diagnosis: Conduct outbound re-engagement campaigns to inactive SMEs to identify internal or external barriers to facility utilization (e.g., changes in business needs or lack of product awareness).
- Personalized Outreach: Utilize a mix of channels (Phone, Email, WhatsApp) to deliver tailored 'We Miss You' messaging that highlights recent Lula product improvements and relevant funding benefits.
- Re-onboarding: Guide dormant clients through a 'refresher' onboarding process, ensuring they are comfortable with the latest platform features and all-in-one banking tools.
- Documentation Refresh: Coordinate with the Sales Operations Coordinator to ensure all financial data for reactivated accounts is up-to-date and compliant with Credit Risk standards.
- Churn Prediction: Analyze behavioral data and feedback from inactive accounts to identify early warning signs of churn, feeding these insights back to the Sales Enablement Specialist.
- Treating Customers Fairly (TCF): Ensure all retention efforts are conducted transparently, providing clear product disclosures without offering regulated financial advice.
- Retention Metrics: Track and report on key KPIs including reactivation rates, repeat usage frequency, and the financial impact of re-engagement efforts.
- Exit Interviews: Conduct formal 'exit' discussions with clients requesting account closure to document reasons for departure and provide data for process improvements.
- Consultative Empathy: The ability to listen actively to business owners' challenges and build rapport to foster long-term loyalty.
- Analytical Rigor: Skilled at analyzing account history and behavioral trends to prioritize re-engagement efforts.
- Resilience & Persuasion: A proven track record of handling difficult conversations and negotiating solutions to retain high-value accounts.
- Technical Savvy: Proficiency in CRM platforms (Zendesk preferred) to document interactions and manage multi-channel campaigns.
- Professional Experience: 2+ years of experience in Customer Retention, Account Management, or Customer Success, ideally within a B2B Fintech or Financial Services environment.
- Education: A Degree or Diploma in Business, Marketing, or Communications is preferred.
- SME Context: A strong understanding of the South African SME landscape and the specific cash flow cycles that drive funding needs.
- Language Proficiency: Fluency in English is required; additional local languages are an advantage for personalized outreach.
Skills Required
- 2+ years experience in Customer Retention, Account Management, or Customer Success
- Experience with outbound re-engagement campaigns and re-onboarding of dormant accounts
- Proficiency in CRM platforms to document interactions and manage multi-channel campaigns
- Fluency in English
- Strong understanding of the South African SME landscape and cash flow cycles
- Analytical ability to identify churn signals, track retention metrics, and report financial impact
- Knowledge of credit risk documentation processes and Treating Customers Fairly (TCF) compliance
- Experience in B2B Fintech or Financial Services
- Degree or Diploma in Business, Marketing, or Communications
- Experience with Zendesk
- Additional local languages for personalized outreach
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The Company
What We Do
Lula is an innovative, and human-focused FinTech company on a mission to help small businesses make cash flow. We want to make it fast, simple, Lula for people to run their business through a digital business bank account. We’re making business banking fast, easy & human
