Marc Colaso

Customer Strategy Development :

• Formulate Customer-Centric Strategies : Develop comprehensive customer strategies that focus on enhancing customer acquisition, engagement, retention, and lifetime value.
• Customer Segmentation : Lead the segmentation of the customer base into distinct groups based on behavior, preferences, demographics, and buying patterns. Design strategies to target each segment effectively.
• Personalization : Drive initiatives for personalized experiences, products, and services tailored to specific customer needs and preferences.

Customer Experience Optimization :

• Enhance Customer Journeys : Ensure the customer journey across all touchpoints (online, offline, customer support, etc.) is seamless, personalized, and optimized for retention and satisfaction.
• Cross-Channel Integration : Work to ensure a consistent and integrated experience across all customer-facing channels, such as call centers, digital platforms, in-store experiences, and social media.
• Voice of Customer : Lead initiatives to gather customer feedback through surveys, reviews, focus groups, and other methods, using insights to inform strategy.

Data Analysis and Insights :

• Customer Insights : Utilize customer data and analytics to generate insights that drive decisions related to customer acquisition, service improvements, and retention strategies.
• Predictive Analytics : Leverage predictive models to identify high-value customers, churn risks, and potential opportunities for upsell and cross-sell.
• Performance Monitoring : Track and analyze key performance metrics related to customer satisfaction, loyalty, and behavior to measure the success of customer strategies.
• Evaluate Impact : Assess how the additions to policies impact customer retention, satisfaction, and revenue, and provide recommendations to management for further improvements.

Customer Retention & Loyalty Programs :

• Retention Strategy : Develop and execute customer retention programs to reduce churn and increase long-term customer loyalty.
• Loyalty Programs : Design and implement customer loyalty initiatives, ensuring they are impactful and aligned with business objectives. Focus on increasing customer lifetime value.
• Churn Prevention : Identify early warning signs of customer churn and proactively implement retention tactics to address concerns and keep customers engaged.

Collaboration Across Departments :

• Collaborate with Marketing : Work closely with the marketing team to align campaigns, promotions, and messaging with customer strategies and segmentation.
• Sales Alignment : Ensure that sales teams are aligned with customer strategies and empowered to deliver personalized service based on the customer data and insights.
• Product Development : Collaborate with the product team to provide customer feedback that can guide product development, ensuring customer needs and preferences are incorporated into offerings.
• Customer Support and Service : Align customer service teams with customer strategies to improve service delivery, issue resolution, and overall satisfaction.

Innovation and Strategy Leadership :

• Innovation : Identify and implement innovative strategies and technologies (such as AI, automation, and CRM tools) that improve the customer experience and streamline business processes.
• Thought Leadership : Provide thought leadership on emerging customer trends and best practices, ensuring that the company is always ahead of the curve in delivering superior customer experiences.
• Competitive Analysis : Continuously monitor the competitive landscape to identify market trends, customer preferences, and gaps in service delivery.

Customer Communication & Engagement :

• Effective Communication Plans : Develop communication strategies that engage customers throughout their journey with the brand, ensuring the right message is delivered at the right time.
• Brand Messaging : Work closely with the branding and marketing teams to ensure consistent and compelling customer messaging that strengthens the company's brand and value proposition.
• Multi-channel Engagement : Lead initiatives to engage customers via multiple channels (email, mobile, social media, etc.) and ensure a consistent and engaging experience.

Strategic Planning and Budget Management :

• Develop Long-Term Plans : Create long-term customer strategy roadmaps that align with overall business goals, customer expectations, and market trends.
• Budgeting : Manage and allocate budgets effectively to execute customer strategies and programs, ensuring cost-effectiveness and ROI.
• Resource Management : Oversee resource allocation for customer strategy projects, ensuring that teams have the tools and support they need to succeed.

Customer Success Metrics and Reporting :

• KPI Development : Define key performance indicators (KPIs) for customer strategy success, such as Net Promoter Score (NPS), customer satisfaction (CSAT), Customer Lifetime Value (CLV), and retention rates.
• Reporting : Regularly report on the performance of customer strategies, highlighting successes, areas for improvement, and actionable insights to senior management.
• Continuous Improvement : Use data-driven insights and feedback to iterate on strategies, making continuous improvements in customer engagement and satisfaction.

Leadership and Team Development :

• Lead a Customer Strategy Team : Manage and mentor a team of customer strategy professionals, setting clear goals, expectations, and performance targets.
• Employee Development : Provide coaching, training, and development opportunities to ensure the team is equipped with the skills needed to execute customer strategies effectively.
• Cross-functional Collaboration : Foster collaboration within cross-functional teams to align on business priorities and ensure the customer strategy is executed cohesively across the organization.

Customer Advocacy :

• Customer-Centric Culture : Promote a customer-first culture within the organization by advocating for customer needs and ensuring that customer insights are central to business decision-making.
• Customer Advocacy Programs : Build and manage customer advocacy programs, turning satisfied customers into brand advocates who can provide valuable word-of-mouth marketing and testimonials.

Risk Management and Issue Resolution :

• Addressing Pain Points : Identify customer pain points and proactively work on strategies to address and resolve them, ensuring a positive and frictionless experience.
• Crisis Management : Lead efforts in responding to customer-related crises or significant service issues, ensuring that corrective actions are taken quickly and effectively.

Policy Modifications and Additions :

• Process Policy Changes : Handle requests for additions or modifications to existing policies, including the addition of riders, coverage enhancements, or beneficiary changes.
• Review Policy Documents : Ensure all policy modifications are correctly documented and updated in the system, and communicate changes clearly to the policyholder.
• Premium Adjustments : Calculate and apply premium changes resulting from policy additions or modifications, ensuring they align with company guidelines and compliance standards.
• Coordinate with Underwriting : Work closely with the underwriting team to assess the eligibility of any additions or enhancements to the policy and ensure the appropriate risk assessments are completed.

System Updates & Data Entry :

• Data Accuracy : Maintain accurate records in the company's systems, updating customer profiles, policy details, and premium adjustments after any addition or modification to a policy.
• Automation and Tools : Utilize CRM tools, policy management systems, and automation platforms to ensure that all policy additions and changes are processed quickly and efficiently.
• Monitor and Report Trends : Track the frequency and types of policy additions and modifications requested by customers and generate reports to provide insights into customer needs and behavior.

Compliance & Documentation :

• Policy Servicing Standards : Ensure all policy modifications, additions, and updates are compliant with industry regulations and company policies.
• Maintain Accurate Documentation : Keep detailed records of all communication, changes, and additions to policies for auditing purposes.
• Audit & Quality Assurance : Conduct internal audits to ensure policy servicing is completed in line with regulatory requirements and company standards.

Customer Self-Service Portal Development :

• Objective : Create or enhance a customer self-service portal where customers can make policy changes, add riders, update beneficiaries, and view policy documents.

AI-Powered Chatbots for Policy Additions :

• Objective : Deploy AI-powered chatbots to handle customer queries about policy additions and modifications.

Customer Feedback Automation :

• Objective : Automate the collection of customer feedback after each interactions at all available touch points.

Salesforce CRM Automation:

• Objective : Automate tasks, servicing workflow design, servicing communication, sending notifications, creating tasks, updating records based on predefined criteria or triggers.

Campaign Plans and Roadmaps : Development of clear, actionable campaign plans that outline objectives, strategies, timelines, budgets, and KPIs.
Delivery of a comprehensive roadmap for campaigns targeting persistency, with clear milestones and success metrics.

Campaign Execution : Successful execution of targeted campaigns, with clear tracking of deliverables, milestones, and timelines.
Effective deployment of digital, direct mail, and telemarketing campaigns that increase renewal rates and reduce lapses.

Data-Driven Insights and Reports : Detailed campaign performance reports, with actionable insights on what worked and areas for improvement.
In-depth analysis of persistency metrics and customer behavior, leading to a better understanding of retention drivers and barriers.

Improved Persistency Rates : A measurable improvement in persistency rates, as tracked through key metrics such as retention rate, policy renewals, and lapse rates.
A reduction in early lapses or non-renewals through targeted intervention and customer engagement.

Customer Engagement Strategies : A set of customer engagement initiatives (e.g., reminder emails, personalized offers, satisfaction surveys) designed to build stronger relationships with policyholders.
Successful implementation of loyalty-building measures that create long-term relationships with customers.

Cross-Functional Collaboration : Strong working relationships with marketing, sales, underwriting, and customer service teams, resulting in a cohesive approach to persistency and renewals.
Regular updates and communication with leadership to ensure alignment with business objectives.

Campaign Optimization and Testing Results : Successful completion of A/B testing or similar experiments that provide insights into the effectiveness of different campaign elements.
Continuous optimization of campaign strategies based on real-time data and customer feedback, resulting in better outcomes over time.

Compliance and Risk Management : Ensuring that all campaigns comply with industry regulations, including data privacy, customer communication standards, and insurance industry rules.
Identification and management of any potential risks related to persistency campaigns, with strategies to mitigate these risks.

• Customer Retention, Renewal Collection, Cross-Selling & Up-selling
• Involved in Entire Customer Portfolio management, Process automation and CRM system redesign
• Renewals Collection rates management for both Mobile and wallet portfolio.
• Collaborated closely with peers from other departments to drive organizational success jointly as one cohesive unit.
• Reduced costs, optimized resource allocation, and improved efficiency in managing projects.
• Implemented and developed operational standards, policies and procedures.
• Identified opportunities for upselling, driving revenue growth through targeted sales initiatives.
• Assisted in achieving sales targets through upselling and cross-selling techniques.
• Improved business revenue with upselling of additional services and products.
• Proactively identified opportunities for upselling, resulting in increased revenue generation per account.
• Championed cross-selling initiatives that enhanced product penetration per household.
• Maximized revenue opportunities by identifying cross-selling possibilities within existing client portfolio base.
• Identified opportunities for upselling or cross-selling products, maximizing transaction value per sale.
• Facilitated portfolio performance review and implemented new strategies.
• Analyzed business processes to identify cost savings and operational efficiencies.
• Developed key performance indicators to measure team success and drive continuous improvement initiatives.
• Coordinated cross-functional teams to address operational bottlenecks and improve overall efficiency.
• Contributed to strategic planning meetings, providing insights on current challenges and opportunities for growth within the organization''s outbound operations division.
• Assisted in budget development and cost-management efforts, maintaining optimal financial performance of outbound operations.
• Profit and Loss Management

Achieving Persistency Targets :

• Meet or exceed persistency ratio targets for various policy segments (13th, 25th, 37th month, etc.).
• Ensure a high level of renewal premiums across all policies, focusing on key cohorts and age groups.

Improving Renewal Collection :

• Ensure timely and accurate premium renewals through close coordination with policyholders, agents, and other stakeholders.
• Monitor and drive performance in terms of the premium collection process.
• Identify gaps in collections and implement corrective measures to minimize missed renewals.

Policy Retention Strategy :

• Develop and implement retention strategies, including reaching out to lapsed policyholders for reinstatement or alternate solutions.
• Create personalized communication and engagement plans for policyholders nearing renewal deadlines.

Lapse Management :

• Identify and analyze the causes of policy lapses and take proactive steps to address them.
• Work closely with the underwriting and servicing teams to resolve issues that lead to lapses.
• Collaborate with sales and customer service teams to re-engage lapsed customers and bring them back into the fold.

Customer Engagement & Retention Campaigns :

• Plan and execute retention campaigns, leveraging customer data and insights to reach out through various channels (calls, emails, SMS, etc.).
• Build relationships with high-value clients to ensure they continue their policies beyond the first few years.

Data Analysis & Reporting :

• Track, analyze, and report on renewals, lapses, and persistency metrics on a regular basis.
• Generate insights from data to guide decision-making, track performance against targets, and make necessary adjustments.

Collaborating with Distribution Teams :

• Work closely with the sales, agency, and other distribution channels to drive renewal efforts and persistency initiatives.
• Equip agents and brokers with the tools and information they need to effectively engage with customers for renewals.

Customer Education & Awareness :

• Ensure that customers are aware of the importance of policy renewal, how to pay premiums, and the benefits of continuing coverage.
• Provide educational content on various products, renewal process, and consequences of policy lapses.

Compliance and Regulatory Adherence :

• Ensure all renewal activities comply with the regulatory standards set by the Insurance Regulatory and Development Authority of India (IRDAI).
• Keep track of any changes in regulations that might impact renewals or persistency practices.

Process Improvement :

• Identify areas for process improvement to make renewals smoother, faster, and more efficient.
• Implement technological solutions to enhance the customer experience around renewals, such as online portals and mobile apps.

Customer Feedback & Satisfaction :

• Gather feedback from customers about the renewal process and overall satisfaction with the policy.
• Use feedback to improve renewal processes and customer experience.

Cross-Department Collaboration :

• Work with marketing, claims, underwriting, and servicing teams to identify new opportunities and resolve any customer concerns that may affect renewals.
• Ensure alignment across all departments for a seamless and customer-friendly renewal experience.

Training & Development :

• Train internal teams and agents on renewal processes, customer retention strategies, and tools to improve persistency.
• Keep the team updated with best practices and industry trends in insurance renewal and persistency.

Customer Life Cycle Optimization :

• Segment customers based on their behavior, usage patterns, and lifecycle stages (new, active, dormant, churn risk, etc.).
• Design and implement strategies to optimize each customer's experience, ensuring they progress smoothly through their lifecycle stages.
• Identify opportunities to upsell, cross-sell, or offer relevant products/services at different touchpoints in the lifecycle.

Retention Strategy :

• Develop strategies to retain existing customers, reduce churn, and increase customer loyalty.
• Analyze churn patterns and work with teams to create interventions such as special offers, exclusive deals, or personalized communications to retain high-risk customers.
• Implement initiatives to reactivate dormant users or customers with low engagement.

Customer Segmentation and Targeting :

• Work on segmenting customers based on various lifecycle stages such as acquisition, onboarding, active usage, and renewal.
• Use data analytics to identify customer needs and tailor offers or promotions to each segment.
• Ensure effective targeting and messaging for customer groups based on their unique profiles and behaviors.

Customer Onboarding :

• Ensure smooth onboarding for new customers, ensuring they understand the services, features, and benefits they are entitled to.
• Develop and execute onboarding strategies that help new customers get value from their subscriptions quickly, increasing the likelihood of long-term retention.
• Collaborate with customer care teams to resolve any issues new customers might face during their first few months.

Customer Engagement and Communication :

• Develop and execute communication strategies to engage customers at different stages of their lifecycle (e.g., welcome messages, service upgrades, renewals, anniversaries).
• Use various communication channels like SMS, emails, mobile apps, and IVR systems to keep customers informed about relevant offers and new services.

Customer Experience Improvement :

• Monitor customer feedback and satisfaction metrics (CSAT, NPS, etc.) throughout their lifecycle to identify areas for improvement.
• Work cross-functionally with marketing, sales, and service teams to ensure a seamless and positive customer experience from acquisition to retention.
• Implement initiatives that improve the customer experience, such as simplifying billing processes or improving self-service portals.

Data Analysis & Reporting :

• Analyze lifecycle data to track customer behavior and identify trends, risks, and opportunities for improving retention and engagement.
• Provide regular reports on key performance metrics (e.g., customer churn rate, lifetime value, customer retention rate) to senior management.
• Use insights from data analysis to adjust and optimize lifecycle management strategies.

Cross-Department Collaboration :

• Collaborate with the marketing team to develop targeted campaigns and offers for different customer segments.
• Work with the customer service and sales teams to ensure smooth handoffs during the customer lifecycle, addressing any service-related issues promptly.
• Partner with the product and technical teams to ensure customers are aware of and able to use the latest features, plans, or services.

Lifecycle Campaigns :

• Create and execute lifecycle campaigns aimed at driving customer value at key stages (e.g., offering discounts on renewals, special promotions on anniversary dates).
• Run targeted campaigns to convert new users into long-term subscribers and increase the usage of under-utilized services.

Upsell and Cross-Sell Initiatives :

• Identify opportunities within the customer lifecycle to introduce relevant products and services (e.g., data packages, add-ons, upgraded plans).
• Work with the sales and marketing teams to develop personalized upsell or cross-sell offers based on customer usage patterns and preferences.

Customer Satisfaction and Feedback Loop :

• Regularly assess customer satisfaction and gather feedback to improve the lifecycle management process.
• Use customer insights to design programs that address pain points and improve retention.

Process Improvements :

• Continuously review and streamline lifecycle management processes to improve operational efficiency, reduce friction for customers, and enhance the customer experience.
• Identify and address bottlenecks in the lifecycle process that could lead to customer dissatisfaction or churn.

Budget & Resource Management :

• Manage the budget allocated for lifecycle management activities, ensuring the optimal use of resources for maximum impact.
• Monitor the effectiveness of lifecycle strategies and campaigns against KPIs, adjusting as needed to meet targets.

Compliance & Regulatory Adherence :

• Ensure all lifecycle management activities comply with the regulatory requirements set by the Telecom Regulatory Authority of India (TRAI) and other governing bodies.
• Stay updated on any changes in telecom regulations that may impact customer lifecycle management processes.

Training and Development :

• Assist in the training of internal teams (sales, customer service, marketing) on best practices in lifecycle management.
• Ensure teams are well-versed in handling customer lifecycle issues, such as upgrades, downgrades, billing queries, etc.

Team Management and Development :

• Supervise Customer Service Representatives (CSRs) : Oversee the performance of a team of agents, ensuring they meet or exceed Key Performance Indicators (KPIs) like Average Handling Time (AHT), Customer Satisfaction (CSAT), and First Call Resolution (FCR).
• Coaching and Mentoring : Provide ongoing coaching, feedback, and training to agents to improve their skills, service quality, and performance.
• Recruitment & Onboarding : Assist in the hiring process, ensuring that new hires are well-trained and integrated into the team effectively.

Operational Performance Management :

• Monitor KPIs : Track operational metrics such as call volume, response time, customer satisfaction, and issue resolution times to ensure the call center meets performance goals.
• Process Optimization : Continuously assess call center processes and workflows to identify inefficiencies, recommend improvements, and implement strategies that enhance overall performance.
• Schedule Management : Optimize agent schedules to ensure adequate coverage and minimize wait times during peak hours, maintaining a balanced workload among agents.

Customer Experience Improvement :

• Ensure High Customer Satisfaction : Maintain a customer-centric approach, ensuring all calls, chats, or emails are handled professionally and efficiently.
• Issue Resolution : Address escalated customer concerns and ensure timely and satisfactory resolution, working closely with agents to handle difficult or complex issues.
• Feedback Management : Gather customer feedback through surveys or direct communication and implement corrective actions based on insights to improve customer experience.

Quality Assurance and Compliance :

• Quality Monitoring : Regularly monitor calls and service interactions to ensure adherence to quality standards, company policies, and customer service guidelines.
• Compliance and Regulations : Ensure that all customer service operations comply with legal, regulatory, and internal compliance standards, such as data privacy policies and industry-specific regulations.
• Reporting : Generate and share performance reports with senior management, including metrics on customer satisfaction, agent productivity, and operational challenges.

Process Improvement and Automation :

• Analyze Operational Data : Utilize customer service analytics to identify areas for improvement, such as recurring customer issues, bottlenecks in response times, or gaps in agent knowledge.
• Implement Automation Tools : Identify and implement automated solutions (e.g., chatbots, automated responses) to reduce manual workload and improve operational efficiency.
• Continual Improvement : Use customer feedback and internal performance data to drive continuous improvements in processes, training, and technology.

Collaboration with Cross-Functional Teams :

• Work with other Departments : Collaborate with the quality assurance, training, HR, and IT teams to ensure alignment on goals, improvements, and any operational challenges.
• Problem-Solving : Act as a liaison between the call center team and other departments (like technical support, billing, etc.) to resolve complex customer issues effectively and in a timely manner.

Cost Control and Resource Management :

• Budget Management : Monitor and control the call center's operational expenses, identifying cost-saving opportunities without compromising service quality.
• Resource Allocation : Ensure proper allocation of resources based on forecasted call volumes, ensuring optimal staffing levels and equipment availability.

Training and Development :

• Conduct Training : Organize and conduct regular training sessions for agents, focused on product knowledge, customer service skills, communication, and system usage.
• Performance Development Plans : Create personalized performance development plans for team members based on their strengths, areas for improvement, and career goals.

Client Management and Reporting :

• Client Communication : Regularly communicate with clients to update them on performance metrics, key issues, and resolution actions. Share insights and recommendations for improving service delivery.
• Client Reporting : Deliver client-specific reports that highlight team performance, customer service trends, and areas for improvement.

Handling Escalations :

• Escalated Customer Issues : Manage high-level escalations, ensuring that customer issues are addressed and resolved promptly.
• Crisis Management : Address and resolve any operational crises, such as system failures, staff shortages, or sudden spikes in call volume, ensuring minimal impact on service levels.

Adherence to SLAs :

• Service Level Agreements (SLAs) : Ensure that the team consistently meets or exceeds the SLAs, including response times, resolution times, and customer satisfaction targets.

Technology and System Utilization :

• System Proficiency : Ensure agents are well-versed in using the call center's CRM, ticketing systems, and other operational tools.
• System Upgrades : Work closely with the IT team to ensure that any system updates or changes are communicated and effectively implemented.

Employee Motivation and Engagement :

• Team Morale : Foster a positive work environment by recognizing team achievements, addressing concerns, and encouraging a culture of teamwork.
• Incentive Programs : Implement and manage incentive programs to motivate agents, align their goals with business objectives, and reward high performance.

• Lead a team of CSRs : Supervise a team of customer service representatives, ensuring they deliver excellent service and meet performance targets.
• Motivate & Engage the Team : Foster a positive and productive work environment, motivating the team to perform at their best. Provide regular feedback, encouragement, and rewards to maintain high morale.
• Performance Monitoring : Regularly assess team performance based on KPIs such as response time, First Call Resolution (FCR), Customer Satisfaction (CSAT), Average Handle Time (AHT), and other relevant metrics.
• Handle Escalations : Take responsibility for managing and resolving customer complaints or escalated issues that agents are unable to resolve, ensuring a satisfactory resolution.
• Resolve Operational Issues : Quickly identify and resolve any operational problems that may arise, such as system outages or staffing shortages.
• Set Individual and Team Goals : Set clear, measurable goals for team members and ensure targets are aligned with company objectives.
• Monitor Performance Against Targets : Regularly track performance against KPIs such as Average Handle Time (AHT), First Call Resolution (FCR), and Customer Satisfaction (CSAT), ensuring targets are achieved.
• Recognize Performance : Reward and acknowledge team members who exceed targets, boosting motivation and reinforcing desired behaviors.
• Manage Resources : Ensure that all resources (human and technical) are effectively utilized to maintain efficient operations.
• Handle Scheduling and Shift Management : Coordinate shift schedules, breaks, and lunch hours for the team to ensure proper coverage during peak times without compromising service quality.
• Escalation Management : Act as the primary point of contact for higher-level escalations and work closely with senior management to resolve complex issues.
• Track Key Metrics : Regularly track, analyze, and report on team performance metrics, including call volumes, resolution times, and customer satisfaction scores.
• Prepare Daily/Weekly Reports : Provide regular updates to senior management or clients on team performance, customer feedback, and any operational issues.
• Focus on Customer Experience : Ensure the team consistently delivers exceptional customer service and resolves customer queries or issues promptly and effectively.
• Conduct Quality Checks : Regularly monitor and evaluate customer service calls or interactions, providing constructive feedback to agents based on performance against quality standards.
• Training & Development : Organize regular training sessions for team members to improve product knowledge, customer handling skills, and internal processes.
• Ensure Service Level Adherence : Monitor and maintain adherence to service level agreements (SLAs), including call wait times, resolution times, and service quality standards.
• Optimize Call Center Operations : Identify operational inefficiencies and implement strategies to improve processes, such as reducing call handling time or increasing FCR.