SME Customer Value Strategy
- Define and own the SME Customer Value Management strategy aligned to segment, and growth objectives
- Embed SME customer‑centricity and value‑based decision‑making across the value chain
- Translate SME business needs into differentiated value propositions and lifecycle strategies
Portfolio & Lifetime Value Optimisation
- Drive growth in SME customer lifetime value, portfolio profitability, and retention
- Identify value pools across the SME base, including onboarding, growth, maturity, and recovery phases
- Lead initiatives to reduce SME churn, improve engagement, and increase share of wallet
Segmentation & Lifecycle Management
- Develop and maintain SME value‑based segmentation models considering scale, sector, complexity, and growth potential
- Design lifecycle strategies that respond to key SME moments including switching, expansion, cash‑flow stress, and succession
- Enable differentiated engagement models for SME business lifecycle
Customer Insights & Analytics
- Lead the use of customer data and analytics to generate deep insights into SME behaviour, needs, and value drivers
- Own SME performance metrics including CLV, churn, cross‑sell, engagement and portfolio health
- Translate insights into clear prioritised actions for coverage teams
Proposition & Experience Enablement
- Partner with Product, CX and Digital teams to ensure SME propositions and journeys are simple, relevant and value‑adding
- Identify customer pain points and value leakage across SME journeys and lead targeted improvement initiatives
- Enable personalised and next‑best‑action strategies across assisted and digital channels
Governance, Conduct & Customer Outcomes
- Ensure SME CVM strategies deliver fair, transparent, and positive customer outcomes
- Support strong governance, conduct and regulatory alignment across SME customer decisioning
- Provide clear, outcome‑focused reporting
Stakeholder Engagement
- Influence senior stakeholders across the SME value chain to execute customer value initiatives
- Act as a subject‑matter expert on SME customer value, portfolio optimisation, and growth strategy
