Senior Analyst - Customer Value Management.Marketing

Main Purpose:

To perform analysis and manage the realization of base management objectives through provision of a core set of reports that measure and track base management activities, deep-dive analysis, development & enhancement of segmentation and predictive models, specifically churn, propensity and other models.

MTN Uganda Limited is an equal opportunity employer and is seeking to recruit a competent individual to fill the following position.

Job Title: Senior Analyst – Customer Value Management  

Reports to: Senior Manager - Customer Value Management   

No. of Vacancies: 1

Main Job Functions:

Strategic input

• Develop CVM roadmap with detailed plans to grow incremental revenue and increase adoption of other GSM and mobile money products. 

• Design, develop and implement the long-term strategy for Customer Management and ensure alignment of all customer retention and development activities.

• Provide input into the overall CVM business strategy and budget by ensuring that incremental revenue and other none financial KPI’s are aligned and supporting of the overarching business goals.

• Design, implement and manage the MTN Customer Development & Retention strategy, policies and objectives including driving proactive marketing initiatives aimed at saving at risk customers and bringing back churned customers.

• Analyze trends and highlight risk areas that may be developed further to increase customer retention and loyalty

• Manage delivery of insight for customer base to the rest of the business, including actionable value- and needs-based segmentation linked with competitor intelligence, and market research.

• Forecast, plan, develop and review budget for the unit that provides MTN with return on investment

1. Customer Retention and Development

• Analyze commercial impact of BTL programs on product penetration, ARPU and volume/ value churn and conduct operational analysis of base to identify opportunities to apply products and tariffs to maximize value

• Monitor campaign results, including compilation of periodical activity, budget compliance and feedback reports to design new value propositions 

• Evaluate customer propensities to respond to campaigns and forecast the impact of campaigns ‘on customer usage and behavior

• Design and implement proactive and reactive retention plans and coordinate the design of relevant campaigns, collating inputs and requirements from segment managers

• Design MTN Uganda’s proactive and reactive active base and churn management activities  and coordinate the design and implementation of relevant campaigns

• Lead the planning of proactive and reactive customer lifecycle management and active base management actions and offers

• Review organizational Active base management and Customer lifecycle management activities and assist in recommending corrective actions as required

• Ensure alignment of offers with customer value and segment characteristics and requirements

• Report on results, including compilation of periodical base management activities, impact assessment and feedback reports

• Manage the development of campaign management tools and models to predict customer behaviour, e.g. evaluate customer propensities to churn and to adhere to retention campaigns

• Lead the implementation of proactive and reactive customer lifecycle management and active base management actions and offers

• Identify trends pertaining to customer queries and needs and use this information to continually improve all aspects of service delivery

• Maximise customer lifetime value for MTN customers by driving usage and loyalty in line with MTN Uganda’s business objectives with the overall aim of reducing churn, increasing loyalty and tenure.

• Predictive churn modelling and proactive management of churn

• Application of Advanced Analytics and machine learning models and tools to ensure targeted campaign implementation

• Lead the planning of proactive and reactive customer lifecycle management and active base management actions and offers

• To manage CVM programme to create sustainable, profitable market value and volume growth across all MTN customer segments and achieve competitive differentiation thereby driving Loyalty and affinity. 

• Developing relevant segment based campaigns on the loyalty programme and managing targeted customer communications throughout the Segment Customer lifecycle.

• Define the overall specifications of the end-to-end customer lifecycle management plan by segment, in coordination with key stakeholders

• Implementation of multiple campaigns in a structured manner into the base as defined by the campaign design framework

• Monitoring of results for each campaign against the plan.

• Optimization of the implementation process together with IT and BI as it relates to the timeous availability of data and offers

• Drive the ROI of base management activities through ensuring the provision and continuous improvement of actionable insights, analysis, CVM reports/ dashboards and models.

• Timely monitoring and reporting on the campaign impact and performance

• Development of the business requirements to enable an operational process for the effective execution of multiple campaigns across multiple dimensions. This will include the effective implementation of the required processes across different business areas that will deliver on these business requirements.

• Develop tools and models to manage and monitor customer propensity to churn and customer price siensitivity

Operational Planning and Implementation of Retention & Development Portfolio

• Provide input into proposition development process through engagement with product owners and provide technical advice on the Base management implications for regarding prioritization of specific initiatives

• Prepare and present Customer Retention& Development plans across segments 

• Translate the Customer development and retention strategy into operational implementation plans, and drive proactive execution of relevant campaigns

• Align operational customer development and retentions targets to business strategy/plan

• Consider the impact of solutions on other areas of the business, as well as the interdependency of units

• Drive best practice, continuous improvement and innovation at process and procedure level within the Retention & Development portfolio

• Construct, implement / fine-tune methods, processes / systems to enhance effectiveness / meet organizational goals

• Consider local conditions, as well as competitor activities to create competitive advantage targeted at key customer segments

• Identify and exploit new opportunities to grow the business further

• Ensure communication and awareness of Customer development and retention strategies and objectives both internally and externally through a comprehensive, segmented, communication and contact strategy aligned to customer lifecycle management 

• Work closely with the IT and BI team to develop effective reporting capabilities and processes 

• Report regularly on the results and impact of CVM campaigns and initiatives

• Consider market conditions, as well as competitor activity to create competitive advantage

Budget Management

• Forecast, plan, develop and review budget for the unit that provides MTN with return on investment

• Monitor costs and determine initiatives to optimize resources. Ensure cost effectiveness by maximizing cost/benefit ratios 

• Identify ways to reduce expenditure and opportunities to generate additional revenue

• Management of interventions related to achieving budgeted customer (financial and none financial) numbers

• Perform channel mix optimization for base development & retention activities, optimize channel execution by setting volume and value targets based on the approved budgets

Supervisory/Leadership/Managerial Complexity:  Refers to the responsibilities for directing, guiding, motivating  and influencing others (where applicable).

• Manage contributions and expectations of external service providers and stakeholders

• Ensure ongoing liaison with other areas of the business 

• Review staff performance management, evaluating, assessing and tracking performance to ensure that objectives and targets are achieved

• Build and enforce a customer centric approach 

• Communicate actively to effectively resolve any potential conflicts that may arise

• Have the self-insight and flexibility to adapt to different situations

• Live the MTN Brand values –influence employees behaviour

• Influence other stakeholders in order to achieve the business objectives of the channel

Education

Bachelor's Degree in Information technology, actuarial science, computer science, Statistics or Business computing 

Work Experience            

• 5 years’ experience in a relevant field. 

• A strong background in marketing and/or customer value management/ Usage are retention 

Skills / physical competencies:

• People management and leadership skills – the ability to hire the right people, get the best out of people, and make sound people management decisions

• Relationship skills – to build relationships to facilitate efficient workflow

• Coaching skills – to develop the team and staff

• Scanning skills – to search for new ideas, trends and principles

• Strong “can-do“ attitude combined with an ability to use minimum resources to get maximum outputs

• Systems thinking – understanding the “big picture”

• Delegating skills

• Business acumen –understanding of the business as a whole

• Planning and Project Management skills

• Conflict management skills

• Influencing skills 

ABOUT US

We at MTN Uganda are a purpose and value-led organization!

At MTN Uganda, we believe that understanding our people’s needs and aspirations is key to creating experiences that delight you at work, everyday. We are committed to fostering an environment where every member of our Y’ello Family is heard, understood and empowered to live an inspired life.

Our values keep us grounded and moving in the right direction. Most importantly, they keep us honest. It is not something we claim to be. It is in our DNA.

As an organisation, we consider it our mission to create an exciting and rewarding place to work, where our people can be themselves, thrive in positivity and ignite their full potential. A workplace that boosts creativity and innovation, improves productivity, and ultimately drives meaningful results. A workplace that is built on relationships and achieving a purpose that is bigger than us. This is what we want you to experience with us!

Our commitments go beyond an organisational promise. It is in our leadership and managerial ethos to meaningfully partner with our employees, customers and stakeholders with a vision to realise our shared goals.

We are delighted that you are considering us as your career partner to make a mark in the world. We look forward to your application!

Female Applicants are strongly encouraged to Apply!

Note: In compliance to the Data Protection & Privacy Laws of Uganda, MTN Uganda will use your application documents for purposes for which they were intended for.