WHAT DOES A CUSTOMER INSIGHTS MANAGER DO?
Published: September 9, 2024 - The Customer Insights Manager defines and delivers analytical reporting to meet the needs of business leaders, utilizing insights to enhance team effectiveness towards strategic goals. Builds predictive models and leverages automation and machine learning to scale the customer insights team, diving deep into customer data to answer strategic questions and drive business decisions. Ensures clear communication across business, finance, and technical teams, and optimizes operational efficiencies to foster a data-driven culture.
A Review of Professional Skills and Functions for Customer Insights Manager
1. Customer Insights Manager Duties
- Data-Driven Insights: Responsible for helping turn data into action and providing insight to continually improve customer experience.
- Analytics Leadership: Lead analytics delivery and ask the right questions of stakeholders to ensure measurement of the right data points to help solve business problems.
- Strategic Recommendations: Provide recommendations drawn from evidence that enables us to transform the entire customer journey.
- Experimental Collaboration: Through collaboration with subject matter and product experts, carry out experiments that drive measurable improvements in user experience.
- Market Research Management: Responsible for commissioning primary market research and managing agency relationships.
- Marketing Analytics: Work closely with the Marketing team to define key performance indicators and measure the success of marketing campaigns.
- Culture Advocacy: Champion and train colleagues to advocate and foster a culture of evidence-driven decision-making throughout the product development and management cycle.
- Research Program Management: Manage and develop research and insight programs, potential to include customer experience, brand health, user testing, and customer immersion, depending on experience.
- Platform Leadership: Manage key platforms, leading platform development and supplier governance.
- Insight Delivery: Provide timely, actionable insight and thought leadership through the delivery of strategic recommendations coupled with robust analysis.
- Stakeholder Partnerships: Build collaborative partnerships with key stakeholders from across the business, understanding what’s important to them now and in the future.
- External Partner Relations: Develop strong relationships with external partners, continually growing knowledge and identifying best practice.
2. Customer Insights Manager Details
- Product Research Management: Own product research programs from beginning to end.
- Customer Understanding: Become the expert in product research by developing and perfecting customer understanding.
- Research Strategy: Create research briefs, conduct surveys, analyze data, and set future research strategy.
- Research Partner Management: Proactively source, manage, and evaluate research partners to maximize effectiveness.
- Industry Trends: Stay informed on emerging innovations and competitor offerings.
- Strategic Influence: Influence product strategy and decision-making for product owners and C-level stakeholders.
- Reporting Management: Maintain, review, and update continuous and ad-hoc research findings.
- Field & Office Research: Conduct research with customers and business owners both in-field and office-based.
- Cross-Team Collaboration: Work closely with product, user experience, and customer experience teams.
- Business Opportunity Identification: Take a proactive interest in spotting opportunities for better research across the business.
3. Customer Insights Manager Responsibilities
- Voice of Customer: Assist Senior Director in deploying a robust Voice of the Customer program across the enterprise.
- Project Design & Execution: Design and execute projects from start to finish, including research instrument development and vendor management.
- Objective Alignment: Ensure projects meet customer objectives and are delivered on time and within budget.
- Resource & Vendor Management: Effectively manage internal resources and vendors to meet project goals.
- Data Alignment: Align with the Data Analytics team to connect operational, sales, and financial data.
- Data-to-Insight Translation: Translate data into analytics and insights, creating compelling stories that engage the organization.
- Cross-Organization Communication: Communicate insights and closed-loop strategies across the organization to ensure understanding and buy-in.
- Opportunity Prioritization: Identify and help prioritize key opportunities for action aligned with business outcomes.
- Dashboard & Tool Design: Design dashboards and tools to help internal customers visualize data and insights.
- Platform Management: Manage the Medallia platform and related insights and research technologies.
- CX/EX Program Support: Assist the Customer Experience team with rolling out CX/EX programs.
4. Customer Insights Manager Job Summary
- Analytical Reporting: Define and deliver reporting that supports the analytical needs of internal business leaders.
- Insight Utilization: Use analytical insights to help increase team effectiveness against key strategic goals.
- Predictive Modeling: Build predictive models that will help drive scale to the business.
- Data Analysis: Deep dive into customer data to help answer strategic business questions.
- Automation and Machine Learning: Drive scale to customer insights team by leveraging automation and machine learning.
- Communication and Coordination: Ensure clear communication and coordination across the business, finance, and technical teams.
- Industry Analysis: Quickly build a thorough understanding of the Digital Video industry, its seasonality, and global business trends and continually monitor the impact of important industry developments.
- Leadership Support: Provide support to the leadership team to enhance decision-making on strategic customer initiatives.
- Data Transformation: Perform data extraction, transformation, modeling, and analysis, and produce meaningful insights and reports using PowerBI.
- Web Analytics: Embed web analytics into products to measure feature adoption and usage behaviors, and provide input into customer segmentation.
- Customer Data Utilization: Use customer data to provide insights on the design, implementation, and optimization of automated communication programs and cross-sell initiatives.
- Mentorship: Mentor, coach, and educate junior team members, as well as stakeholders outside of the Customer division.
- Operational Efficiency: Optimize operational efficiencies and play a key role in promoting a data-driven culture.
- Analytics Framework Support: Support the framework for conducting data analytics across the business, including technology, processes, organization, people, data sharing, governance, and privacy, in conjunction with the relevant stakeholders and officeholders.
5. Customer Insights Manager Accountabilities
- Data Analytics: Daily use of SQL, Google Analytics, and Python to help the business better understand customer behavior.
- Stakeholder Presentations: Regularly presenting to senior stakeholders to help optimize marketing strategies and increase customer acquisition.
- Customer Metrics Analysis: Working on RFM, LTV, churn, and retention projects.
- Channel Analytics: Performing deep-dive analytics on channel analysis and looking at attribution.
- POS Analytics: Utilizes best practices in customer POS, shopper research, consumer research, and syndicated data analytics to synthesize into clear and concise category insights and recommendations.
- Category Optimization: Optimizes customer category sales through a deep understanding of category analytics and merchandising principles.
- Influence Marketing Mix: Effectively influencing assortment, shelving (planogram/merchandising), distribution, pricing, and promotion and feature activity plans.
- Strategy Monitoring: Monitors and reports on the execution of customer strategies to ensure agreed objectives are met.
- Business Alignment: Aligns multiple business partners in the execution of an optimal category strategy and shopper strategies.
- Insight Presentation: Delivers concise presentations of findings and insights to both internal stakeholders and the customer to provide context and rationale for actionable business solutions.
- Data Integration: Works with Category & Customer Insight colleagues to integrate an in-depth, data-driven understanding of categories.
- Insight Advocacy: Continuously strives to drive a Consumer/Shopper Insights mindset and impact across the Commercial organization.