Head of Customer Engagement Strategy

2 months ago

Singapur, Singapore FWD Life Insurance Corporation Full time

About FWD Life Insurance Corporation

FWD Life Insurance Corporation is a leading pan-Asian life insurance provider, serving over 13 million clients across 10 diverse markets, including some of the most rapidly expanding insurance sectors globally. Established in 2013, FWD is dedicated to transforming perceptions of insurance through a customer-centric and digitally-driven approach, offering innovative solutions, straightforward products, and a streamlined insurance journey.

PURPOSE

The Digital Commerce division is a dynamic segment within FWD, presenting opportunities to significantly enhance digital business beyond the Digital Direct channel and into the Digital Assisted Sales arena.

This position focuses on optimizing the commercialization of digital leads through a blend of lead nurturing and customer value management.

Lead nurturing encompasses all digital initiatives designed to create optimal moments for customers to select suitable life and health insurance products. This includes comprehensive customer engagement, nurturing strategies, and contextual interactions utilizing digital and marketing automation tools.

Customer value management involves strategies for customer lifetime engagement, needs assessment, cross-selling and upselling optimization, and improving retention rates.

KEY ACCOUNTABILITIES

- Identify critical challenges in customer management across various distribution channels and markets.

- Employ creative and lateral thinking to develop customer engagement and nurturing strategies that span from lead generation to sales and lifetime value.

Commercialization of Leads Nurturing:

  • Design personalized lead nurturing and customer engagement journeys tailored to specific segments.
  • Implement an omnichannel roadmap for lead nurturing and customer engagement by market, including business case development and stakeholder alignment.
  • Facilitate the transition from online to offline lead adoption and continuous nurturing through innovative strategies.
  • Enhance lead and customer profiling through effective nurturing and engagement, maximizing insurance sales potential.
  • Collaborate with the digital lead generation team to refine lead quality and provide feedback on lead acquisition channels.
  • Work alongside Group Distribution, Group Data, and local market teams to devise optimal solutions for identified challenges, maintaining a results-oriented approach.
  • Integrate insights on industry trends in lead nurturing and explore emerging technologies, such as generative AI, to enhance lead nurturing efforts.

Customer Value Management:

  • Develop personalized strategies for cross-selling and upselling at the customer level.
  • Utilize a customer nurturing framework to optimize cross-sell and upsell opportunities for existing clients and identify new prospects.
  • Assess customer lifetime protection and financial needs, analyzing the most suitable insurance solutions in collaboration with Group data.
  • Partner with country distribution teams for effective execution of strategies.

QUALIFICATIONS / EXPERIENCE / SKILLS

  • A minimum of 10 years of experience in insurance, focusing on customer lifetime management, lead generation, and nurturing, with a comprehensive understanding of distribution practices across various channels.
  • In-depth knowledge of life and health insurance needs, intent, and products across all distribution channels.
  • Extensive experience in customer segmentation, personalization, purchase intent analysis, and contextual experiences for life and health insurance.
  • Proven success in collaborating with offline distribution channels to drive digital lead adoption and conversion.
  • Strong project management capabilities and a strategic mindset.
  • Ability to thrive in a fast-paced environment.
  • Excellent interpersonal skills.
  • Strong relationship-building abilities with individuals from diverse backgrounds, including non-technical stakeholders.
  • Proficiency in customer analytics and segmentation.
  • Familiarity with marketing automation tools is a plus.

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