Develop the segment wise acquisition plan, distribution alignment, performance analysis and optimization, to achieve the overall targets for the State
Target identified Customer segments with specific offers through specific Channels. Ensure high quality of acquisition and VLR
Drive a segmented acquisition approach to acquire the High value customers (HVC) with high ARPU, Apple Customers, High end handset owners, high data users and high end WiFi users (including VIPs, Opinion Makers and Influencers) within the overall segment
Aligning promotions, products and experience for targeted Segments.
Identify Customer product needs, Design and implement GTM strategy to acquire these Customers across state.
Analyse patterns that emerge from ongoing usage to ultimately maximize revenue and product penetration from lsquoSegment of 1rsquo
Usage & Retention (Incl Revenue Maximization, Retention and Advocacy)
Develop a revenue enhancement plan and deliver KPIs (ARPU, Usage, Churn etc.) to achieve business objectives
Design incentive programs to increase product usage for each of the customer segments
Collaborate with product development teams and provide them with feedback on product design basis the usage trends across segments. Pre & Post analysis of related product launches
Manage customer retention activities, work with the state CSD teams to drive retention campaigns
Initiate Customer loyalty programs aiming towards advocacy and generating positive Word of Mouth
Market Mapping, Segment Definition and Sizing
Analyse market shares across verticals and product offerings and benchmarking against competition to devise strategies for achieving market leadership
Identify and define micro segments within the defined Customer segment;Segment sizing and JC Level breakdown
Support respective NHQ teams for Customer Segment Lead generation;Implement guidelines for data collection at JC level, which highlights potential approaches and sources of Customer data