Head of CVM – Consumer Fixed and TV

Head of CVM –  Consumer Fixed and TV

The Head of Customer Value Management is a key role within the CSB team.  This person is responsible for the management of Consumer Fixed and TV churn, through delivery of both churn and related revenue targets 

The role will lead in the development of all CVM strategies to minimise customer churn, through detailed analysis of churn drivers, implementation of corrective measures and execution of customer communications as required 

The role will work with all stakeholders to optimise customer life-time value, through the management of retention discounts and re-contracting strategies.  

The role will support the SMB Commercial Team in the delivery of CVM targets, ensuring strategies, commercial activities and best practices are aligned. 

Deliver the Churn KPI for CSB 

Churn:

• Deliver the fixed line churn KPI’s targets 

• Develop remediation initiatives to mitigate churn from high risk customers, including optimise re-contracting strategies across all channels 

• Identify indicators leading to involuntary churn; develop initiatives with Collections and Commercial teams to reduce. 

• Work closely with CVM teams / recontracting channels to gather insights from calls, customer activity, offer accepts etc., to identify any threats and make remedial plans. 

• Manage the Competitor Comparison to monitor our Recontracting offers v’s the market and provide defence plans / build business cases etc.   

• Further develop plans to maximise churn reduction opportunities at all touch-points - inbound, outbound, care, retail and online/ eir app 

• Work closely with the Head of Campaign Planning to develop and execute campaigns aimed at churn prevention and revenue protection 

• Provide insights to the Commercial team on customer porting, developing and implementing defence activities across all customer touch points. 

• Own and drive the CVM strategy with key stakeholders across Fixed and Mobile base including focus on tariff mix and speed profiles / upgrades.   

• Responsible for churn forecasting, budgeting and reporting. 

• Manage all customer communications related to the ION migrations for Fixed and TV customers, to minimise customer contracts, churn and revenue leakage. 

• Working with product and pricing develop communications, contact strategies and plans.  

Cost 

Manage Retention budget & ARPU:

• Responsible for delivering ARPU through careful management of the Average price per recontract, Save Offers / discounts across recontracting channels.  

• Identify CVM activities for maximising revenue growth and minimising any revenue dilution from customer re-contracting.  

• Work closely with analytics to report on base mix, churn actuals and build reporting to reflect performance / deliver insights. 

• Drive the CVM strategy through the Care call centres, the eir app, and other recontracting channels including managing briefing, evaluation and ensuring that inbound and outbound retention save rate targets are delivered, using appropriate tools and offers to save customers. 

• Worked closely with Customer Ops to ensure business processes, training and performance management activities are in place to optimise use of retention discounts. 

Communication

Own all customer BTL comms:

• Responsible for ensure all direct communications to customers, either automated or through campaigns, is line with commercial and brand guidelines. 

• This role will lead on the communications planning and execution for CSB, where projects overlap with Mobile and/or SMB (e.g. Migrations, Pricing, Billing Issues) 

• Work with Care team to on communication strategies to reduce customer contacts. 

People

People management/ Stakeholder engagement:

• Manage relationships with various internal and external customers/vendors that impact the customer base. 

• Build and maintain relationships within key business areas across eir and third-party suppliers e.g. Digital, Customer Ops, Marketing, IT, Legal, Regulatory, Compliance and other points of contact where necessary. 

• Liaise with wider eir marketing team to ensure strategy and activity in line with overarching marketing activity.