Digital Self-Care Manager

London, Greater London
  1. Full Time
  2. Strategy
Posting date:30 Jan, 2019


Role profile

Role title: Digital Self-Care Manager Function:  Group Retail & Customer Operations

Band: G Department: Group Commercial

Reports to: Senior Manager – Digital Self Service  


Location: Paddington

Role purpose:
Vodafone is moving to a service oriented, digital, mobile first business.  Empowering our customers through exceptional digital/mobile self-care experiences is central to our business priorities and is a key lever in driving organisational efficiency and profit (a £1.5bn opportunity!).


We want our customers to see us as a best-in-class telco and also to consider us a benchmark setter outside our industry – to do so we will dramatically improve the service and self-care experiences we deliver to our customers. Two of our priority focus areas are:
(1) Contact quantification + root cause eradication: fixing/eradicating the underlying problems that unintentionally drive calls and store visits for support-related reasons, to dramatically reduce the overall volume of contacts coming into human-assisted channels. For example, ‘I have been overcharged on my bill’ is a contact reason that we need to understand the root cause for and eradicate/eliminate the source of the problem.

(2) Self-care digitisation: providing exceptional, end-to-end digital experiences that allow customers to fully resolve the majority of their service/Care related tasks and queries via the mobile app or website – putting the customer in control of their own care experience. For example, ‘I want to activate a SIM card’ is a service that customers currently contact the call centre for but could be digitised end-to-end.

The Digital Self Care Manager will play a key role in this journey by leading the Self-care digitisation work stream, focusing on the end-to-end experiences that will have the biggest impact on reducing service contacts within our call centres and retail stores.  With over 320m visits a month to My Vodafone app and 150m to market websites, the opportunity to impact the digital customer experience in this role is substantial.
Reporting into the Senior Manager for Digital Self Service, this role will be accountable for refining the digital self-care strategy across our global footprint of 20+ markets, driving service funnel optimisations, customer experience improvements and technical performance requirements for Vodafone ‘core’ assets (app and web).
Key responsibilities will include:
• Leading and advising markets on digitisation of the self-care experiences that will have the biggest impact on reducing assisted service contacts and on improving digital goal completion and customer experience

• Identification of opportunities for new technology investment to support / accelerate end-to-end digital self-care

• Definition and driving implementation of an analytics measurement framework to support data-driven funnel optimisation of the priority service journeys across markets

The role holder will build global efficiencies targeting a group-wide increase in Digital TNPS and Digital Containment for self-care, and a reduction in operations capacity through the end-to-end digitisation of self-care journeys.
Key accountabilities and decision ownership:
• Refine and drive digital Self-care strategy, driving market engagement and collaboration

• Lead and advise OpCo’s on end-to-end digitisation of priority self-care journeys

• Funnel optimisation methodologies to enhance goal completion

• Technical performance optimisation

• Own global programmatic overview of digitisation activities and achievements across markets Core competencies, knowledge and experience:

• 5+ years in Digital

• Customer centred mind-set

• Insight & data driven

• Funnel analytics

• Large scale programme execution

• Understanding of agile working methodologies

 Must have technical / professional qualifications:
• Degree in business or information systems

• Analytical and data interpretation experience & mind-set

• Proven ability to work with senior stakeholders in multiple markets, cross-functional teams and stakeholders on multiple projects at the same time

• Proven ability to work closely with Technology teams in an agile development environment

• Complex program management experience

 Budget owned: No
Key performance indicators:

• Service Journey TNPS increase
• Digital containment for self-care
• Digital goal completion
• Call and store visit deflection Direct reports:
• n/a




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