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GM - Digital CS

Job Req ID:  20523

Mumbai, IN

Function:  Other


Digital  - IVR and CRM

Job Level/ Designation


Function / Department

Customer Service/Digital & Self Care



Job Purpose

The position is responsible for customer on boarding and servicing for all the customers who buy Vodafone Idea Limited, offerings via digital assets of VIL or its partners.  The incumbent is responsible for managing IVR & CRM Platforms for customer on-boarding, servicing and experience of the customers acquired through digital assets as well as help in formulation and execution of VILs digital strategy. He/ She will be responsible for digital end to end, from acquisition, bill payment, directly & through aggregators, servicing, retention and churn management, and compliance. Should also drive digital solutions for customer service enabling remote access for the customers.


Key Result Areas/Accountabilities

  • Review the digital servicing platforms specifically for IVR & CRM and identify pain points hindering digital servicing.
  • Re-design self-service solutions that provide customers the opportunity to digitally self-serve and resolve problems on their own effortlessly. Identify new avenues to provide digital servicing to customers.
  • Support in developing a customer technology roadmap for customer self-service in order to ensure availability of all necessary infrastructure for an enhanced customer experience.
  • Responsible for implementing digital solutions to meet the changing needs of online customers and designing the customer service program for transition to self-help on remote access from IVR & CRM.
  • Ability to analyze customer behaviour using non-intrusive techniques, competence in wiref raming, UX design and testing (mobile/ tab/ browser) 
  • Be a change leader to drive and manage ~25% growth on plan YOY on Digital footprint targets every month by ensuring timely deployment of releases of customer requirements.
  • Develop infrastructure scale up plan for implementing digital solutions to meet the changing needs of Native and Non-Native customers and designing the customer service program for transition to self-help on remote access from assisted voice/email.

Digital Customer Experience

  • Assist in mapping the end to end customer journey for digitally acquired and digital migrant customers that illustrates the steps customer(s) go through in engaging with the company through the customer life cycle. Map customers Actions, Motivations, Questions and Barriers across the journey.
  • Identify the broken areas/pain points in the journey
  • Shape customer experience along chosen customer journeys along with cross functional core group; Define key milestones & review mechanisms

Digital Asset Optimisation

  • Implement Customer Journey mapping inputs for break tree and friction tree experience across all digital interfaces.

Cross functional Management

  • Alignment on Digitisation targets with other business teams viz Digital, Sales & Marketing, Retail.
  • Drive the digitization efforts by working closely with IT, Digital  and Marketing
  • Relationship management with stakeholders and Business Partners

Core Competencies, Knowledge, Experience

  • Relationship management and ability to partner/influence  (e.g. EPMO)Call centre management experience will be strong positive
  • Risk Manager who can balance policy and governance with moving quickly.
  • Change Management professional
  • Program Management of organization level cross functional programs
  • Understanding of end-to-end customer life cycle
  • Experience in driving customer VOC based improvement
  • Exposure to quality tools and processes
  • Ability to influence Functional/ Department heads and take decisions
  • Ability to manage cross functional teams
  • Excellent communication skills

Must have technical / professional qualifications

  • MBA with experience in managing the digital journeys in the B2C space viz. Fintech, Telecom, of a large national or multinational group

Years of Experience

12-15 years

Direct reports