Manager | Analytical And Crm Department
CurrentManaging implementation of the Bank's strategy and objectives for development of client journey maps and promotion of non-lending products (debit cards, savings and investment instruments, insurance products) to retail customers, as well as for client engagement, retention and churn prevention, including those in relation to salary and premium customers of the Bank.MORE DETAILSWithin the above remit, I manage implementation of tasks within the following major blocks:1) Analytics and modelingObjective: to expand understanding of the clients base; to build relevant forecasts and models; to select best segments for CRM campaigns and surveys.2) Launching CRM campaignsObjective: informing customers about their products (customer journey), cross-selling, increasing customer engagement and loyalty, reducing churn, managing structure of liabilities. Communication channels: phone calls, SMS, push and banners in the mobile application, e-mail.3) ReportingObjective: building digital reporting about customer behavior by key metrics; dynamics of client base; effectiveness of CRM campaigns, structure of liabilities, etc.4) Technical improvementsObjective: setting up data sources, expanding and optimizing DWH; optimizing process of rendering, launching and processing CRM campaigns.