AARPx (AARP Experience) Director, Experience Metrics

Washington, DC
Jul 16, 2020
Aug 14, 2020
Full Time
Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and AARP.

Integrated Communications and Marketing (ICM) is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP's strategic business units.

This position reports directly to the VP, AARP Experience Change Capability & Metrics. The Director, Experience Metrics leads the Experience Metrics team to develop and implement strategies that will advance the understanding, integration, and adoption of Customer Experience (CX) metrics and methodologies. These methodologies discern the health of our overall AARP experience, as well as the experience of specific products, programs and channels. By partnering with internal AARP Experience teams and leveraging relationships with other departments, this position leads the integration of CX metrics into more traditional business metrics approaches. This position will collaborate with and influence leaders across the enterprise to ensure that CX measures are understood and AARP is managing to those measures in their day-to-day operations.

Key responsibilities include:
  • Effectively leads the Experience Metrics team. The Director is accountable for the strategic direction, planning, execution, project management, staff supervision, staff training and business practices of the Experience Metrics function in alignment with organizational priorities and the AARP Experience Strategic Plan.
  • Defines and implements enterprise-wide AARP Experience measurement plans and balanced scorecards in partnership with AARP Experience Enablement, Design and Voice of the Customer (VOC) teams. Creates best in class processes to deliver measurable experiences across all touch points incorporating CX metrics that are meaningful to the business to drive member success and loyalty, and enticing new members to join. Demonstrates how CX metrics leads to in market experience changes through use cases. Identifies opportunities to improve client reporting strategies by leveraging interactive data dashboards (e.g. Tableau) as a reporting tool.
  • Leads the definition and development of CX measurements in partnership with other business units. Works across the enterprise to advance CX measurements including Net Promoter Score (NPS), Customer Effort Score (CES), Customer Satisfaction (CSAT), Return on Experience (ROX), Brand Equity, and other CX related measurements. Expands the use of CX metrics by building a CX metrics tool kit.
  • Develops the approach to operationalize NPS measurement by developing a metrics framework that outlines the expected drivers and outcomes of NPS in partnership with internal AARP Experience teams and other business units.
  • Defines and explores a Journey Measurement Framework for customer journeys and Journey Analytics support needed from other business units to establish a journey management approach that can be operationalized, with the goal of driving more relevant and timely communications.
  • Leads the discovery work, in partnership with the AARPx Design and VOC teams, to dig further into VOC insights and develop a point of view on root causes of experience pain points.
  • Works collaboratively with AARPx VOC team to tell success stories of experience enhancements, formulating a cohesive story around both operational metrics, CX metrics and VOC data.
  • Fosters positive relationships and collaboration across AARP. Effectively persuades leaders across the organization so that they not only understand the value of CX measures, but are also managing to those measures in their day-to-day operations.
  • Leads the identification of CX metrics training opportunities (e.g. journey mapping, balanced scorecard) in support of the AARP Experience Enablement team.
  • Stays abreast of external best practices in CX measurement methodologies to ensure that AARP is continually advancing our capabilities in how to measure consumer perception and consumer experience. Identifies best practices and presents recommendations to senior and executive leadership.
  • Completion of Bachelor's degree or equivalent. Master's degree preferred.
  • 10+ years of experience in putting the consumer first in a CX or related discipline with proven results in improving customer experience using data across all touch points, business units and technologies.
  • Strategic thinking with demonstrated success in developing and implementing short and long-term strategic plans.
  • Ability to prioritize and balance multiple activities/work streams, communicate and delegate tasks clearly and effectively, give and receive continuous feedback, deliver results on deadline.
  • Familiarity with data and technology advancements needed to drive strategic decision making on behalf of customers.
  • Experience in advancing experience metrics and methodologies. Gaining adoption of NPS and other CX metrics at project and enterprise level.
  • Experience in various research, analytics and data management methodologies and understanding of how to value and select appropriate technologies to advance member centricity across a complex organization are necessary to be successful in this position.
  • The successful candidate must possess strong leadership, people management, collaboration, executive presence, communication, and presentation skills.
Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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