Consumer Care Manager

BAT is evolving at pace - truly like no other organisation.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!

SENIORITY LEVEL: Management

FUNCTION: Marketing – CX Activation

LOCATION: London

TYPE OF CONTRACT: Permanent

BENEFITS

• Flexibility for working from home (depending on the work requirements)
• UK yearly Incentive Bonus – competitive % based on business results and average annual salary
• Attractive Private Pension Plan - up to 15%, Private Medical cover, Doctor @hand-24/7 GP appointments, by video or by phone, 365 days a year, from anywhere in the world
• Share Reward Scheme (free shares and share saving scheme), Group Personal Accident Insurance, Life Assurance
• Flexible Benefits Scheme: Tax Return Assistance, Cycle To Work, Holiday Trading, Dental Insurance, Travel Insurance; Onsite Gym and Gyms Discounts-discounts at over 3,700 gyms, SPAs, pools, studios and outdoor fitness events across the UK; Season Ticket loans-Interest free loans for purchase of annual tickets for public transport

ROLE POSITIONING AND OBJECTIVES

The role sits within the Retention team, as part of the wider CX Activation team.

The Consumer Care Manager is responsible for shaping outstanding consumer care / CXM strategy to increase consumer satisfaction, drive CLTV and improve NPS. The job holder will deliver the required roadmap, ensuring that there is a clear and well-rounded strategy and approach across channels and touchpoints, such as Call Centre, Social Media/Community Management, Web Chat, 1-2-1, etc, whilst ensuring they work together to serve consumers with a single consumer view. It will assure that DRBUs and markets have a strong benchmark for what good consumer care looks like across the funnel, from proactive consumer outreach to conversion assistance and complaints management, as well as the initiatives and enablers required to maintain strong consumer care, such database management, product availability oversight, resolution tracking, etc. Also, it will bring a strong POV on what the key frictions are within the consumer journey, and what optimisations are required to mitigate these. It will own the capabilities that underpin consumer care, as well as the operating model required to ensure seamless care experience for consumers.

The role will collaborate closely with all capabilities leads to make sure that consumer satisfaction is incorporated into the CX strategy and prioritised across touchpoints, as well as GBS on global consumer service centre, and ensure the right metrics are supervised throughout, such as NPS, CSAT, CES, etc. It will further identify new opportunities to engage with consumers and assist them across the purchasing process.

Also, it will use consumer care data to build actionable insights to be shared with relevant teams, foster the voice of consumers and support the delivery of data-driven CX, e.g. by using quantitative and qualitative consumer feedback to guide Product and Category teams on their priorities.

What is the direct impact of this role on the team or organization?

This position will ensure that consumer care is at the heart of consumer experience and that BAT deploys outstanding technology and experiences, growing consumer satisfaction and retention. This role will assure that insights are fed back to acquisition, conversion and retention teams to identify areas for improvement across the consumer journey.

WHAT YOU WILL BE ACCOUNTABLE FOR

• Shaping the Consumer Care Strategy including self-service, social media, problem resolution, content, training and upselling.
• Own the BAT global Consumer Care capability roadmap, ensuring this is shared with the relevant teams and capability maturities are mapped accurately at every point in time
• Assuring that Consumer Care strategies and activities are aligned with wider retention and loyalty strategies
• Work with DRBUs and Growth Hub to effectively incubate consumer care / CXM related POC
• Work with GBS and other suppliers on deploying Consumer Care best practices across markets
• Coordinate consumer care efforts and confirming these are consistent across channels
• Work with the other capabilities leads as well as Category teams to ensure the overall CX is seamless pre- and post-purchase
• Work with dCommerce team to activate on-site support and ensuring that adequate consumer care support is in place for the channel
• Work closely with the community manager to ensure holistic approach to consumer care
• Leverage customer experience tools and internal teams to gain consumer insights via social media, ensuring that consumer sentiment is regularly reviewed
• Leverage Review platforms and NPS scores to build outstanding consumer care journeys and ensure that BAT are acting on consumer feedback
• Defining the "close the loop" process for CXM program to ensure any negative CXM sentiment is mitigated
• Supervising consumer care performance and report regularly on key performance metrics to internal partners with clear insights, findings and recommendations
• Continuously monitoring the market and identify new consumer care trends and technology

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Graduate Degree
• Previous experience in consumer care / CXM, ideally in a multi-national team for 5 to 10 years
• Knowledge of best in class consumer care activities and approaches
• Hands on experience with consumer care service software, databases and tools
• Proven commercial acumen and ability to drive value from consumer care activities
• Deep industry expertise in Consumer goods, preferably in combustibles/NC
• Experience working with agencies and briefing and managing them
• Deep industry expertise in Consumer goods
• DRBU experience in managing consumer care
• Solid understanding of consumer care software, databases and tools
• Awareness of industry’s latest technology trends and applications
• Experience as a successful team leader
• Experience developing positive relationships with stakeholders to deliver aligned activations

BENEFICIAL

• Experience with live-chats and chatbots
• Good understanding of Acquisition and Conversion channels, and how these work with Retention touchpoints

WE ARE BAT

At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

• Global Top Employer with 53,000 BAT people across more than 180 markets
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women’s Day Best Practice winner
• Seal Award winner – one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER

Collaboration, diversity and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.