Touchpoints-XL

Job Purpose :
To own the end‑to‑end touchpoint strategy from a business perspective for the assigned brand, ensuring that all customer‑facing digital and physical touchpoints deliver on the business objectives of XL, AXIS, or Smartfren. This role works closely with the App Owners (sitting in a separate directorate) who are responsible for building and maintaining the platforms, while the Touchpoints lead is accountable for ensuring that what is built fulfills the purpose of the business and owns the business outcomes delivered through these touchpoints.

Main Responsibilities :

• Own the business outcomes of all consumer touchpoints (digital apps, physical channels, service interactions) for the assigned brand, ensuring they deliver on commercial objectives.
• Define business requirements, experience standards, and success metrics for touchpoints, working with App Owners (in a separate directorate) to ensure what they build fulfills the business purpose of XL, AXIS, or Smartfren.
• Design channel‑agnostic interaction frameworks, content standards, and experience guidelines to strengthen customer trust, clarity, and journey continuity.
• Oversee performance evaluation of touchpoints using journey analytics, NPS drivers, behavioral mapping, and VOC insights to identify improvement opportunities.
  Review readiness of key journeys and cross‑functional processes (activation, onboarding, payments, issue resolution, migration flows) to remove friction and uplift overall customer satisfaction.