Essential Services: Role & Location fungibility
The role descriptions give you an overview of the responsibilities; it is only directional and guiding in nature. At ICICI Bank, we believe in serving our customers beyond our role definition, product boundaries, and domain limitations through our philosophy of customer 360-degree. In essence, this captures our belief in serving the entire banking needs of our customers as One Bank, One Team. To achieve this, employees at ICICI Bank are expected to be role and location-fungible with the understanding that Banking is an essential service.
About the Role:
At ICICI Bank, communication to customers is an integral part of customer service. Various functional/business and other teams send out customer communication through different channels such as e-mails, SMSes, webpages, blogs, in-app notifications, calls through phone banking, etc. It is important that this communication complies with the brand guidelines, is accurate, easily understandable by the customer, offers complete clarity without the use of jargon, has the necessary call-to-action for customers etc. The Content Studio team in the Bank is responsible for reviewing and finalising all customer communication. The Communication Specialist will be part of the Content Studio team.
Key Responsibilities:
Review of communication: You will be responsible for reviewing all communication and ensuring that it is correct in terms of English with zero errors. Make sure that the communication adheres to Bank’s internal guidelines, formats and defined standardisation norms. Communication is actionable with the appropriate call to action for customers. It is precise, simple and direct to customers. It is clearly understandable by customers, ensuring complete clarity in layman English without the use of jargon.
Stakeholder Management: You will need to work closely with internal teams originating the content ensuring all content meets high-quality standards (Content Studio Communication Capsule) and the Bank’s standards of corporate customer communication. Evaluate and ensure effectiveness of the content
Improvisation: Analyse and recommend steps to create more cohesive content. Ensure effectiveness of keywords in online content and optimise for the highest searched terms. Recommend areas for improvement to increase usage and effectiveness.
Qualifications & Skills:
Educational Qualification: Bachelor’s degree in communication/marketing (Masters would be preferred) with relevant experience of minimum 8 to 12 years.
Experience in content management/Proof reading: Relevant experience in B2C content writing, process/change management and team management. High level of proficiency in English, with excellent written and verbal communication skills. Possess exemplary creative and persuasive writing, editing, proofreading and presentation skills. Ability to translate ideas and concepts into words that are clear, concise content tailored to specific audiences. Should be adept with developing and managing content for banking environment Understanding of banking processes and transactions will be an advantage
Stakeholder Management: Proven experience in working with various stakeholders and business teams to develop content. Strong interpersonal and teamwork skills in a diverse environment. The ability to prioritise and multitask
Knowledge on digital channels: Familiarity with SEO and social media practices will be an added advantage
Key Success Factors:
Attention to detail
Closure Orientation
Compliance to internal process
Collaboration
About the Business Group:
Customer service is of intrinsic importance to the Bank. The Customer Service Group of ICICI Bank continuously endeavours to enhance customer service across the various customer touch points, products, services, etc. The aim is to consistently exceed customer expectations, resulting in higher customer delight and customer advocacy. Broadly, the Customer Service Group is responsible for internal service metrics, grievance handling, senior management escalations, service delivery projects, customer experience and insights, customer communication (Content Studio) and quality audit for the Bank.