Customer Experience Manager

ROLES:

The Customer Experience Manager is the driving force behind optimizing the entire customer journey at DAFC, with the mission to enhance client retention, reactivate dormant customers, elevate VIP treatment, and maximize upsell opportunities—through data-driven CRM initiatives, loyalty program management, and superior customer service delivery, as well as building actionable insights through customer data collection, segmentation, and dashboard reporting..

RESPONSIBILITIES:

1. Customer Data & Insights

• Ensure high-quality customer data capture across channels; oversee data cleaning, standardization, and enrichment processes.
• Segment the database by purchase behavior, demographics, engagement level, and lifecycle stage.
• Build and maintain regular dashboards and reports to provide insights on client purchase behavior and activity.

2. Loyalty Program Management

• Oversee day-to-day operations and strategic planning for DAFC’s loyalty program.
• Create campaign calendars for loyalty point accumulation, redemption, and exclusive member experiences.
• Monitor program performance and implement initiatives to drive member activation, upsell, and long-term loyalty.
• Design VIP tier strategies to enhance the experience for top spenders with exclusive benefits and personalized services

3. Direct Communication Management

• Manage all direct communication channels including SMS, EDM, Viber, Zalo…, in close collaboration with Brand Marketing teams to ensure customer segments are accurately targeted, and content is optimized for engagement and conversion.
• Monitor performance metrics (open rates, CTRs, conversion rates) and continuously refine communication channel journey & messaging strategies for maximum effectiveness.

4. Customer Service Management

• Manage DAFC Call Center Hotline & lead customer service excellence across touchpoints, ensuring a seamless and premium experience post-sale.
• Establish service KPIs and feedback mechanisms (e.g., NPS, CSAT) to continuously improve quality of service.
• Set processes and resolution standards that align with luxury service expectations.

5. Customer Journey Optimization

• Map and continuously refine the customer journey, from first contact through retention and reactivation.
• Identify friction points and opportunities for improvement across digital and physical touchpoints.
• Collaborate with Marketing, Retail, and E-Commerce teams to ensure consistent messaging and experience delivery.
• Develop "wake-up" strategies using CDP tool to re-engage lapsed customers through personalized communication and offers, based on customer behavior and preferences.

6. Team Management & Cross-Functional Collaboration

• Lead and mentor a dedicated customer service and CRM team, ensuring high performance and alignment with business goals.
• Work cross-functionally with Brand, Retail, Product, E-Commerce, and IT teams to implement customer-centric projects and campaigns.
• Drive a culture of collaboration, continuous learning, and customer obsession across departments.
• Coordinate training for front-line staff to enhance quality of customer service

Others: follow other requests and assignments from Line Manager based on business needs