Manager – Culture Change & Consumer Education (Emiratization)

About This Role

Key Responsibilities:

1. Internal Engagement & Awareness

• Develop internal campaigns and communications that raise awareness of customer experience priorities, successes, and behavioral expectations.
• Lead engagement sessions, storytelling moments, and staff activation events to reinforce customer impact and purpose.
• Facilitate cross-functional exposure to customer realities (e.g., listening sessions, frontline immersion, customer case showcases).
• Work closely with Internal Communications to ensure alignment while owning all customer excellence content.

1. Customer Centric Culture & Change Management

• Lead and drive enterprise wide CX culture initiatives to ensure alignment with customer centric values and behaviors
• Develop and implement structured change management programs to embed CX principles across all frontline and support function.
• Ensure CX values are integrated into employee performance frameworks and day-to-day operations.
• Promote consistent understanding and execution of CX standards across branches, call center, and relationship management teams.

1. Quality Assurance Framework & Governance

• Design and implement a comprehensive quality scoring framework across all customer touchpoints
• Define quality dimensions including service delivery, product knowledge, compliance, ownership, and resolution effectiveness
• Establish governance models to ensure consistency, transparency, and calibration across evaluations
• Monitor and track quality performance through structured scorecards and dashboards
• Drive continuous improvement in service quality through insights, audits, and performance reviews

1. Training Capability Building & Feedback Loop

• Develop and oversee CX training curriculum aligned with quality standards and customer expectations
• Ensure training programs are continuously enhanced based on quality insights and customer feedback
• Establish a closed-loop feedback mechanism linking quality assessments, training interventions, and performance improvement
• Collaborating with Learning & Development to ensure effective delivery and adoption of training initiatives
• Drive frontline capability enhancement to improve service delivery consistency

1. Customer Advocacy, Loyalty & Referral Programs

• Design and implement customer advocacy and referral frameworks to convert satisfied customers into promoters
• Establish end-to-end processes to capture and leverage customer feedback (e.g., NPS) for referral opportunities
• Develop and manage loyalty and rewards programs aligned with customer segments and business strategy
• Lead pilot initiatives for advocacy programs and scale successful models into business-as-usual operations
• Enhance customer engagement through structured loyalty and referral initiatives

1. Cross-Functional Collaboration

• Collaborate with teams responsible for customer research, customer insights, complaints, service quality, and journey improvements to gather relevant stories, themes, and examples for internal activation.
• Work with teams overseeing digital servicing, frontline operations, and customer support to understand real customer issues that should inform awareness campaigns.
• Partner with communications, HR, training, and business leaders to plan and execute bank-wide engagement initiatives.
• Ensure cultural initiatives reflect real customer needs and organizational priorities, not generic themes.

All the above accountabilities includes but not limited to any additional/new tasks or responsibilities assigned by the line Manager.