Customer Retention

Job Overview

The Customer Retention position is responsible for shaping and executing customer retention and preservation strategies to improve persistency, lifetime value, and sustainable customer growth. This role focuses on customer trend & movement, New‑to‑PRU (NTP) acquisition support, Retention and Preservation initiatives, customer segmentation readiness, and customer council governance. This position acts as a key partner to senior stakeholders in driving customer strategy, operational execution, and performance reporting across the customer lifecycle.

• Lead end‑to‑end customer retention and preservation strategies, including at‑risk customer engagement, while driving improvements in persistency through proactive programs such as unallocated customer initiatives, loyalty platforms, and targeted campaigns, and continuously monitoring key KPIs including retention rates and persistency variance.
• Oversee and ensure effective execution of retention and preservation activities, including for high‑value customer segments, while expanding capabilities through AI‑enabled talkbots and personalized customer journeys, and managing unallocated policy adoption alongside initiatives to mitigate policy termination.
• Ensure strong customer segmentation readiness to support strategic planning and campaign prioritization, and translate customer insights into actionable strategies that improve targeting, retention, and overall customer experience.
• Support integrated customer acquisition programs, such as iCAP, by balancing new customer growth with retention outcomes, while monitoring NTP performance and collaborating with agency and digital teams to improve acquisition efficiency.
• Lead BAU reporting on customer performance, retention, and persistency metrics, actively contribute to Customer Council, Persistency Committee, and related governance forums, and ensure timely follow‑up and closure of action items from councils, reviews, and audits.
• Collaborate closely with cross‑functional teams including Agency, Health, Operations, Technology, and Digital to drive aligned customer outcomes, while supporting the adoption of customer platforms such as Pru Services to enhance customer experience and retention.

• Bachelor’s degree in Business, Mathematics, Management, Economics, or a related discipline.
• Exposure to customer strategy, CRM, or insurance operations is an advantage.
• 5–10 years of experience in customer strategy, retention, CRM, or customer lifecycle management.
• Proven experience managing customer retention and persistency initiatives.
• Experience working in insurance or financial services is strongly preferred.
• Experience collaborating with senior stakeholders and cross‑functional teams.
• Strong knowledge of customer lifecycle management, retention frameworks, and persistency drivers.
• Understanding of health insurance customer behavior and retention levers.
• Knowledge of customer segmentation, PAC initiatives, loyalty programs, and retention communications.
• Familiarity with customer performance reporting, governance forums, and KPI tracking.

Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part‑time / fixed‑term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third‑party suppliers taking into account the context of grade, job and location.

We also allow for reasonable adjustments to support people with individual physical or mental health requirements.