Job Details

ID #45957368
State Virginia
City Herndon
Job type Permanent
Salary USD TBD TBD
Source Volkswagen Group of America
Showed 2022-09-24
Date 2022-09-23
Deadline 2022-11-21
Category Et cetera
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Customer Relationships Manager

Virginia, Herndon, 20170 Herndon USA

Vacancy expired!

Role Summary:

This role has ownership of the strategy and tactics to build stronger relationships between Volkswagen and our customers. This includes defining and recommending to Executive leadership customer relationship management strategies and tactics that will help to drive industry leading owner loyalty. Key to success in this role is the ability of the Customer Relationship Manager to work collaboratively with internal departments and to lead cross-functional activities to create a defined Customer touchpoint experience. Gaining Executive sponsorship, support and resources will be foundational to the success of this candidate. Key areas of responsibility
  • Collaboration and Governance of VWoA CRM: Lead the cross functional team ensure a customer centric approach across all tiers (Tier 1 - Tier 2 - Tier 3) as well as all VWGoA departments.
  • Business Owner for VWoA T1 & T3 Retail Lead Program. Includes purchasing, optimizing, and reporting
  • Customer Lifecycle Strategy: Lead cross functional team that defines the customer lifecycle strategy.
  • Data Lake Project Lead: Act as the primary business owner for VWoA Operations in coordinating and consolidating our customer data.
  • Serve as primary lead for VWoA Operations and the Salesforce.com Campaign Tool integration
  • Business Owner of the Digital Volkswagen Life Magazine and Welcome email for new Retail and CPO customers.
  • Serve as subject matter expert for Dealership CRM Best practices. Including lead management, equity mining tools, and in-dealership CRM best practices & certification.
Performance in this role will be measured on a combination of strategic & operational key performance indicators, including customer satisfaction (JD Power and CES), owner loyalty, as well as the operational efficiency and effectiveness of programs and initiatives under the role's responsibility.

Role Responsibilities:
  • Lead Management:
    • Oversee and manage daily operations of VW Brand Enterprise Lead Management program (ELMS)
    • Enhance retail sales management of lead management processes at dealer level, working with vendor/partners/cross functional VWoA teams/CRMs/Regions and dealerships. Leads currently matched back to 30% of retail sales
    • Consistently provide leads data and support to dealer network operations group for dealership scorecard and field reporting
    • Refine design of new leads metrics dashboards and reports to include new sources (Digital Retailing, End of Term VCI leads, CPO, etc.)
    • Manage Enterprise Data Management and Data Lake solutions for ELMS program
    • Manage transition to new leads management vendor partner for VW Brand, in conjunction with Audi USA, VW Canada, and Audi Canada, if required (including RFP creation, business requirements, vendor selection, contract negotiations, services agreement and pilot if needed).
  • CRM Development, Refinement, and Launch:
    • Work collaboratively with IT&S, Audi, VW Canada and Audi Canada to create and launch the secure and legally compliant two-way data exchange backend required to link dealership CRM, DMS, and other data with VWGoA data lake, creating the Dealership Opportunity Porta (DOP)l to support the new Digital Cooperation Agreement (DCA).
    • Work collaboratively with Audi, Legal, and IT&S to launch the new DCA
    • Work collaboratively with the Training and Sales organizations to train and support dealerships on the new DCA and the DOP.
    • In conjunction with Marketing and IT organizations, develop customer segments and VW brand "personas".
    • In conjunction with IT and Marketing, ensure corporate database requirements and core technical infrastructure are in place and dedicated to customer records management with the ability to target communications.
    • Lead the definition of the full-circle customer touchpoint strategy from purchase to repurchase ensuring the integration of marketing, sales, service and VCI remarketing efforts to optimize the customer communication resources
    • Primary VW brand contact leading the assessment and business strategy around CRM@VWG, and it's "fit" for the US market, ultimately overseeing a successful implementation effort.
    • Leads the customer experience research plan/strategy to ensure continual refinement of customer touchpoints, with the engagement and support of VW Group Marketing research team
    • Measurement and monitoring of the CRM process to ensure effectiveness. This includes participation (with Brand Marketing) in periodic meetings with Dealers / Managers around best practices and ways to advance our customer experience processes at retail.
  • CRM Loyalty Marketing Management
    • Manage VW Welcome Email experience, focusing on Customer retention:
      • Creative briefs for Model Year changes and updates for Face Lifts or Model Changes, new Model additions. Review briefs with Product owners across VW, test email development, and place into SalesForce Marketing Journey prior to Model Market Introduction
      • Provide reporting on Sold vs Sent Emails, Engagement, Click through rates in order to refine
      • Periodic check-ins with JD Power, Carlisle, Customer Care, CES, etc. to highlight pain points and address in Welcome Emails.
    • VW Life Quarterly Magazine - sent to new and CPO owners 0-6 years old:
      • Provide creative brief for brainstorm session, finalize article ideas to a list of 6 to provide to legal for approval.
      • Work with vendor to draft articles, gather feedback from VW Product owners if necessary, provide legal review, and move into next phase
      • Draft email magazine, working on article placement and email titles to increase open rates and click-through rates, and provide legal review for final deployment
      • Deploy email through SalesForce Marketing Cloud with test audiences and layouts, approve final full audience deployment
      • Report out on A/B testing, open rates, engagement, and interaction within email magazine
      • Consistently re-think magazine to increase interaction, viewership, and VW Brand engagement

Qualifications:

Years of Experience:
  • 10-15 Years combined automotive and other relevant CRM strategy / customer relationship experience

Education - Required:
  • Bachelor's degree

Education - Desired:
  • MBA or post graduate degree

Skills:
  • Analytical and conceptual thinking using logic and reason, creative and strategic
  • Computer savvy, skilled in the use of software
  • Ability to effectively manage & motivate teams individually & through others
  • Flexibility to execute & multi-task in a fast-pace environment
  • Strong interpersonal skills & demonstrated ability to work in a team environment
  • Outstanding communication, presentation, collaboration and negotiation skills
  • Ability to sell ideas and concepts to Executive level management teams
  • Demonstrated empathy for customers

Specialized Skills - Required:
  • 10-15 years of experience in CRM strategy / customer relationship experience with extensive portion of that experience working directly on CRM strategy and Loyalty program development
  • Experience working with companies dedicated to the development & building of consumer profile models
  • Experience integrating customer relationship strategies and tactics into consumer touch points
  • Knowledge of database development, upkeep, & long-term management
  • Experience with database campaign management
  • Experience with development and implementation of customer loyalty strategies and tactics
  • Experience and working level familiarity with market research methodologies and tactics
  • Strong cross-department project management skills
  • Strong collaboration and motivational skills to lead behavioral internal behavioral transformation

Specialized Skills - Desired:

  • Working knowledge of contact center technologies
  • Knowledge of product launch operations
  • Experience defining and / or implementing Customer Touchpoint Strategy
  • Strong portion of overall experience dedicated to the automotive industry
  • Demonstrated experience in roles that had responsibility for customer advocacy

Work Flexibility:
  • 20% Travel

Volkswagen Group of America is an Equal Opportunity Employer. We welcome and encourage applicants from all backgrounds, and do not discriminate based on race, sex, age, disability, sexual orientation, national origin, religion, color, gender identity/expression, marital status, veteran status, or any other characteristics protected by applicable laws.

Vacancy expired!

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