Manager – Culture Change & Consumer Education (Emiratization)
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Key skills for this role
About the Role
Key Responsibilities: 1. Internal Engagement & Awareness Develop internal campaigns and communications that raise awareness of customer experience priorities, successes, and behavioral expectations.
Key Skills for This Role
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1. Internal Engagement & Awareness
- Develop internal campaigns and communications that raise awareness of customer experience priorities, successes, and behavioral expectations.
- Lead engagement sessions, storytelling moments, and staff activation events to reinforce customer impact and purpose.
- Facilitate cross-functional exposure to customer realities (e.g., listening sessions, frontline immersion, customer case showcases).
- Work closely with Internal Communications to ensure alignment while owning all customer excellence content.
1. Customer Centric Culture & Change Management
- Lead and drive enterprise wide CX culture initiatives to ensure alignment with customer centric values and behaviors
- Develop and implement structured change management programs to embed CX principles across all frontline and support function.
- Ensure CX values are integrated into employee performance frameworks and day-to-day operations.
- Promote consistent understanding and execution of CX standards across branches, call center, and relationship management teams.
1. Quality Assurance Framework & Governance
- Design and implement a comprehensive quality scoring framework across all customer touchpoints
- Define quality dimensions including service delivery, product knowledge, compliance, ownership, and resolution effectiveness
- Establish governance models to ensure consistency, transparency, and calibration across evaluations
- Monitor and track quality performance through structured scorecards and dashboards
- Drive continuous improvement in service quality through insights, audits, and performance reviews
1. Training Capability Building & Feedback Loop
- Develop and oversee CX training curriculum aligned with quality standards and customer expectations
- Ensure training programs are continuously enhanced based on quality insights and customer feedback
- Establish a closed-loop feedback mechanism linking quality assessments, training interventions, and performance improvement
- Collaborating with Learning & Development to ensure effective delivery and adoption of training initiatives
- Drive frontline capability enhancement to improve service delivery consistency
1. Customer Advocacy, Loyalty & Referral Programs
- Design and implement customer advocacy and referral frameworks to convert satisfied customers into promoters
- Establish end-to-end processes to capture and leverage customer feedback (e.g., NPS) for referral opportunities
- Develop and manage loyalty and rewards programs aligned with customer segments and business strategy
- Lead pilot initiatives for advocacy programs and scale successful models into business-as-usual operations
- Enhance customer engagement through structured loyalty and referral initiatives
1. Cross-Functional Collaboration
- Collaborate with teams responsible for customer research, customer insights, complaints, service quality, and journey improvements to gather relevant stories, themes, and examples for internal activation.
- Work with teams overseeing digital servicing, frontline operations, and customer support to understand real customer issues that should inform awareness campaigns.
- Partner with communications, HR, training, and business leaders to plan and execute bank-wide engagement initiatives.
- Ensure cultural initiatives reflect real customer needs and organizational priorities, not generic themes.
- All the above accountabilities includes but not limited to any additional/new tasks or responsibilities assigned by the line Manager.
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