Job description
Head of Personal Banking Value Proposition
Role Purpose
Personal Banking Segment is the heart of the Bank, as it represents 90% of the customers. This role purpose is to lead, design and co-create world class, intuitive and memorable experiences for these customers. Our aim is to build the capabilities, focus and expertise needed to deliver our strategy to drive customer centricity, growth, engagement and advocacy – for customers, our employees and our communities. We have the privilege of serving more than 5.5M customers and generating half of the revenue for Retail business in HSBC Mexico.
Head of Personal Banking Proposition is a critical role that will support the delivery of the broader WPB strategy to identify and enable the next wave of growth, defend and energise our customer base and to embed customer centricity within the organisation. This role aims to formulate, design and execute Personal banking proposition strategy for future growth and revenue opportunities, enabling HSBC to increase market share and compete, whilst delivering a level of customer and employee advocacy superior to other competitors. Also create a step change in the way we design and create customer Value Propositions, moving away from traditional bank vs customer lead, high cost and slow to market strategies to iterative and innovative processes based on market and customer insights, research data, design thinking, customer co-creation, whilst using partnerships and seed-funding.
Accountabilities and Responsibilities
· Responsible for continuously deepening our knowledge about our target customers ever evolving needs, articulating customer personas and customer problems to be solved. Accountable for the long-term strategy for the Personal Banking Segment, identifying and enabling the next wave of growth, defend and energise our customer base and to embed customer centricity within the organisation.
· Takes end-to-end ownership of the segment, coordinating the effort across multiple areas (eg. Product, Segments, Marketing, Channels, Compliance, Technology, Data & Analytics, CLCM, and Operations) to create winning and coherent Value Propositions that delivers on our customer needs and drive business outcomes.
· Influence the delivery of multi-market capability, and is responsible for the “Go to Market Strategy” for the Personal Banking Segment.
· Accountable for the achievement of Customer (# of active customers, NTB customers, % Digital, % Primacy, NPS) and Financial ($ revenue per customer) targets.
· Based on an understanding of the business/customer challenges, inputs into the creation of the business model and associated pricing and profitability model for PB customers.
· Works in collaboration with the D&A/Customer team to assess and identify key business challenges and opportunities relating to the whole Customer portfolio, digitally active, specifically around; acquisition through onboarding/upgrades, cross selling (Primary Banking) and retention.
· Responsible for the Payroll Value Offer and the overall Payroll Switching strategy in order to excel in attracting high-quality customers and having a sustainable profitable business through customer primacy.
· Owner for the overall strategy behind the Assistance Program in HSBC as a key lever for Fee generation and customer engagement
· Creates a collaborative environment with Global Stakeholders (CLCM, Personal Banking, Financial Education & Sustainability, EBS), in order to create synergies with other markets and take advantage of global features developed for the PB segment.