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ABCL
Aditya Birla Capital Limited

Aditya Birla Capital Limited (“ABCL”) is a listed systemically important non-deposit taking Non-Banking Financial Company (NBFC) and the holding company of the financial services businesses. ABCL and its subsidiaries/JVs provides a comprehensive suite of financial solutions across Loans, Investments, Insurance, and Payments to serve the diverse needs of customers across their lifecycles. Powered by over 68,400 employees, the businesses of ABCL have a nationwide reach with over 1,740 branches and more than 200,000 agents/channel partners along with several bank partners.

Nationwide Branches

1,740

No. of Employees

68,400

Agents/Channel Partners

2,00,000+

Aggregate Assets

INR 5.91 Lakh Cr

Consolidated Lending Book

INR 2 Lakh Cr
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Job Description

AB Financial Shared Ser Ltd

Customer Experience Lead - Marketing

Location: ABFSSL,OneIndiaBullsCen Mumbai, Maharashtra
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Job Description

Job Purpose:

Lead the enterprise NPS and Customer Advocacy agenda across Aditya Birla Capital by converting customer feedback into measurable business action. The role will strengthen NPS governance, closed-loop feedback, customer journey improvements, and promoter-led advocacy across Lines of Business.

 

Dimensions:

 

 

Dimension

Remarks

1

Detractor recovery, passive uplift, and promoter engagement.

 

  • Build closed-loop feedback processes for detractor recovery, passive uplift, and promoter engagement.

 

 

2.

Journey level redesign 

  • Convert VOC, NPS, complaints, and service insights into journey-level improvement actions with LOB teams.
  • Create CX dashboards, customer councils, governance rhythms, and leadership review mechanisms.

 

 

3.

Customer Advocacy 

  • Develop customer advocacy, referral, testimonial, and promoter activation programs in partnership with business and marketing teams.

 

 

4.

Cross Functional Collaboration & Analytics  

  • Influence cross-functional teams across CX, service, operations, digital, technology, analytics, marketing, and risk/compliance to deliver measurable customer outcomes.

 

 

5.

Governance 

Adoption of CX dashboards, governance forums, and journey redesign action plans

 across LOBs.

 

 

Job Context & Major Challenges:

 Key challenges for the role: 

The incumbent will work with senior business and functional leaders to convert customer voice into business action, reduce customer friction, strengthen governance, and build advocacy-led growth.

 

Principal Accountabilities:

Accountability

Supporting Actions

NPS

Improvement in relationship NPS, transactional NPS, and journey-level NPS.

 

Detractor recovery 

Detractor recovery rate, passive uplift, and closed-loop SLA adherence.

 

Track & improve service failure 

Reduction in repeat complaints, escalations, avoidable service failures, and customer effort

Governance forum 

Adoption of CX dashboards, governance forums, and journey redesign action plans

 across LOBs.

Drive and track Measures of success across LOBs

Business impact through improved retention, persistency, referrals, cross-sell, and 

brand trust.

 

 

Job Purpose of Direct Reports:

 

This primarily an individual contributor role with one team member in a supporting position 

 

Relationships:
Internal:Frequency:Nature:

COE’s of all LOBS 

Analytics team 

COOs across LOBs 

Regularly 

Influence action agenda 

External:Frequency:Nature:

Vendor – Litmus 

Regularly 

Drive the agenda

Industry leading vendors 

Regularly

Learn and apply the knowledge

Competition 

Regularly

Cross learnings to become an SME 

Minimum Experience Level

5 - 7 years

Job Qualifications

Post Graduate

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