Head of Customer Engagement Strategy

4 weeks ago

Singapur, Singapore FWD Life Insurance Corporation Full time

About FWD Life Insurance Corporation

FWD Life Insurance Corporation is a leading life insurance provider in Asia, serving over 13 million clients across 10 markets. Established in 2013, our mission is to transform the perception of insurance through a customer-centric and digitally-driven approach, offering innovative solutions and straightforward products that enhance the insurance experience.

ROLE OVERVIEW

The Digital Commerce division is rapidly expanding within FWD, presenting significant opportunities to enhance our digital business beyond the Digital Direct channel and into the Digital Assisted Sales channel.

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

Lead nurturing encompasses all digital initiatives aimed at creating optimal moments for customers to acquire suitable life and health insurance products. This includes comprehensive customer engagement, nurturing strategies, and utilizing digital marketing automation tools.

Customer value management involves developing strategies for customer lifetime engagement, analyzing customer needs, optimizing cross-sell and upsell opportunities, and improving retention rates.

KEY RESPONSIBILITIES

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

- Employ innovative thinking and creativity to enhance customer engagement and nurturing processes, ensuring a seamless transition from leads to sales and ongoing customer relationships.

Lead Nurturing and Engagement Commercialization:

  • Develop tailored lead nurturing and customer engagement journeys segmented by customer profiles.
  • Implement a comprehensive omnichannel roadmap for lead nurturing and customer engagement, including business case development and stakeholder collaboration.
  • Facilitate the adoption of online-to-offline lead strategies, ensuring continuous nurturing through offline channels with practical and creative approaches.
  • Enhance lead and customer profiling through effective nurturing, maximizing insurance sales potential.
  • Collaborate with the digital lead generation team to refine lead quality and provide insights for improving lead acquisition metrics.
  • Work closely with Group Distribution, Group Data, and local market teams to devise optimal solutions for identified challenges, focusing on results.
  • Integrate insights from industry trends in lead nurturing and explore emerging technologies, such as generative AI, to enhance lead nurturing processes.

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 customers and identify new prospects.
  • Assess customer lifetime protection and financial needs, determining optimal insurance solutions in collaboration with Group Data.
  • Partner with country distribution teams for effective execution of strategies.

QUALIFICATIONS / EXPERIENCE / SKILLS

  • At least 10 years of experience in the insurance sector, focusing on customer lifetime management, lead generation, and nurturing, with a comprehensive understanding of distribution practices.
  • In-depth knowledge of life and health insurance needs, products, and customer intent across all distribution channels.
  • Proven expertise in customer segmentation, personalization, and contextual experiences related to life and health insurance.
  • Demonstrated success in collaborating with offline distribution channels to drive digital lead adoption and conversion.
  • Strong project management capabilities and strategic thinking skills.
  • Ability to thrive in a dynamic and fast-paced environment.
  • Excellent interpersonal and relationship-building skills with diverse stakeholders.
  • Proficiency in customer analytics and segmentation.
  • Familiarity with marketing automation tools is advantageous.

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