Chief Experience Officer

Purpose of role:

• The primary purpose of the Chief Experience Officer at SEB is to continuously work to improve SEB’s relationship with its clients and members and to provide a positive and consistent client experience. Included in this is the ability to organize and develop a way to measure how our clients perceive the service that SEB provides.
• S/he will be primarily responsible for mapping out the client and member journeys and understanding their needs that fosters an improved client/member experience.
• The role will require that the Chief Experience officer create the SEB ‘’Experience strategy and practices’’ that improves client acquisition and retention.
• This role requires the incumbent to enhance the engagement of our clients and integrates the executive and client-facing aspects of business to be able to effectively use client feedback and behavioral data and insights to drive improvements, eliminate friction from the overall experience, and ensure that future services align with what our members and clients care about.
• The Chief Experience Officer is also responsible for fostering a client-centric internal culture – with their focus entirely on optimizing the client and member experience. This means that they must be able to translate all departmental goals to ensure that each team is contributing to the big picture plan.

Responsibilities:

• To work with internal and external stakeholders to identify gaps in the client experience and opportunities to improve them. This means working with high-level decision-makers like the COO, CTO and CEO, as well as client facing teams like the Key Account Managers, Member Centres , Service Centre and Benefit Counsellor.
• S/he will be responsible for mapping the client journey across all touchpoints and channels by capturing, monitoring, and analyzing client feedback. This may include tracking how our net promoter score changes over time, analyzing client sentiment, and identifying themes across all feedback channels. This may include owning aspects of the client journey such as:
  • Developing feedback surveys (Conduct market and client research by conducting surveys and polls, competitor analyses, reading market reports to understand what drives our clients and members to create a client/member profile outlining client/member needs, wants, and goals especially in lieu of services rendered)
  • Review current apps and or portals (Benefit Counsellor/Hello Peter/Internet) and improve the experience for our clients. These must be mapped solutions with a view to enhancing the experience and ensuring consistency in the experience for all clients and members. (Ensuring as well that these are ‘’user friendly’’ and appeal to our target member audience).
  • Scheduling in-person and online meetings with clients. Working closely with our client liaison offices to understand output from member interactions and how best we can improve our member education road experiences. A huge component will be driving simplistic, easy and accessible member experience.
  • Thinking of ways to show appreciation to loyal clients and other methods to improve and maintain the overall brand experience.
  • Creating policies, initiatives and processes to ensure our clients and members are consistently satisfied.
  • They also work with our Innovation Hub (designers, developers, apps and other staff members) to implement new forms of client experience solutions into business operations. This could mean designing generative AI chatbots in collaboration with the Innovation Hub or exploring which channels to add to our contact center/member walk in centres.

• S/he will be responsible for making sure that the client experience strategy aligns with the big-picture business strategy. That means making sure that marketing, sales, service, and success strategies all come together to create a unified experience across all touchpoints. Working closely with these departments as well to ensure a smooth transition in the member experience at take on. Sustainability must be ensured that this this is an end to end experience and the clients are onboarded and experience a positive first impression with SEB.

• To further work closely with the IT team to ensure that the organization is investing in the right technologies to support future Experience strategies. In other words, looking ahead to ensure that SEB is prepared to evolve alongside the client to remain competitive.
• The Chief Experience Officer will require to work closely with all departments and be able to notify the appropriate departments and or Executives when there is an issue that could undermine the client experience. (This may be in the form of complaints (OPFA/Contact Centre/Walk in Centre’s/ general member experience).
• Defining the ‘’Experience strategy’’ may include defining what “value” means to customers ie. Establishing a common language for talking about the client experience, differentiating our service and reviewing services from our competitors.
• S/he will be responsible for creating data-driven client journey maps and identifying friction points and gaps in the services we render and how that could potentially damage SEB’s brand perception or prompt clients to seek out a more competitive solution.
• S/he will work cross-functionally with different departments across SEB to coordinate sharing data, information, and strategies- ensuring that all client-facing teams and messaging are working from the same playbook and a shared understanding of what SEB does, who it helps, and why people should care and how to make our members smile.
• Overall, the Client Experience Officer is responsible for pulling all touch points together to ensure that there is a consistent and positive brand image created for both the client and members. This will also include working closely with our Communications Manager and or relevant PR/Media agencies to ensure that SEB is always forefront and that any negativity is managed closely and effectively. Pain points such as these must be addressed and included in the overall client experience strategy.
• S/he will finally also be responsible for the employee experience and how it directly impacts the end customer. When the entire company has adopted a culture of client/member success, employees work performance will improve and the level of satisfaction clients/members feel when interacting with SEB will increase. The Chief Experience officer should ensure the experience for both customers and employees is positive. (This may also include regional visits to the walk in center’s to garner feedback about the overall ‘’physical’’ experience for our members).

Skills required :

• Strong communicator : S/he must be an effective communicator, someone capable of getting all stakeholders aligned around a strategy that creates maximum value for clients. S/he must be able to explain strategies/concepts to different groups (Service Suite , Admin, the C-suite, etc.) in a way that’s relevant to that audience.
• Data-driven : S/he needs to know their way around the analytics dashboard and be able to turn Experience insights into strategic action. S/he will work with business leaders to identify which metrics best measure the impact of client interactions, track performance against established benchmarks, and course-correct as needed.
• Team Player : S/he will work with the entire organization—front line client service teams (Service Suite/ Walk in Centre’s /Contact Centre’s/ Key Account Managers, IT, executive leadership, marketing and business development teams) .
• Growth mentality : S/he must ensure that they are always on the lookout for signs of change as client preferences/ expectations , market and competitive landscape are constantly changing and as such are eager to embrace new strategies, channels, and best practices early in the game.

Qualifications:

• Relevant BCom, or Bachelor’s Degree, Preferable is a Masters in business administration, communications, marketing, or public relations.
• 10 - 15 years’ experience in a similar position.
• EB experience and or Financial services.
• Should come from a strong background with Product management, Project management, Customer service, Marketing, Public Relations and Sales.