Consumer Insights & Business Development Role - Conglomerate

1) Job Purpose

Profitably build market share and revenue of the Group businesses through execution of projects that provide systematic development of deep, actionable customer insights both in the businesses and at the Group level and supporting the businesses to convert them into business-building initiatives.

2) Job Context & Major Challenges

(What are the specific aspects of the job that provide a challenge to the jobholder in the context of the Unit/Zone ?

The group embarked on a journey to achieve Customer Centric Excellence. In this context, a group wide initiative branded has been launched, the core essence of which is that understanding customer needs on a continuous basis and acting on the same, creates delighted customers who buy more from us and speak more often about us, thus bringing in incremental revenues - which in turn leads to happier employees motivated to improve further. Delighting customers even more....and so the loop goes on.

There is a process to be followed to achieve this, and it's a two-fold approach that has to be first customised for the business, executed, and finally develop the capability levels of the business resources who would carry the program for the national / global scale-up. With the chairman having declared NPS to be the key to bringing in the customer into our businesses, it is imperative that the people in this role have a can-do attitude, unafraid to question, and passion for doing things right.

The role of the Project Manager is to

1. support the GM/DGM-Consumer Insights in providing strategic leadership for this area through specialist knowledge and research /project management specifically for B2B

2. scope the projects per plan, working with the Business teams at all levels from CMO/CSO/CTO to Operation Managers, as well as with external partners so as to both achieve the segmentation/shape up the Top Down analysis while helping to analyse and hold workshops, focusing on sustainable & profitable growth

3. set up processes in businesses during the Bottom Up mechanism customisation, and develop business capability to scale up the same in the immediate future. This also involves identifying & managing culture issues, change-management, governance structure, etc that go along with implementing truly customer-centric processes.

4. use learnings from Project to develop overall Group know how & transfer best-practices to other businesses.

The key challenges in the role are:

a. Influencing of people within the business to buy into what customers are saying & ensuring corrective actions via front-end and HO huddles. More often than not, these new insights are likely to challenge set thoughts & processes changing which will need a strong ability to influence via insights.

b. Identify and overcome structural and cultural issues that come in the way of embedding the model and creating sustainable impact.

3) Principal Accountabilities

Accountability

Supporting Actions

- Lead Projects in selected businesses to execute and embed Customer Insight initiatives (eg NPS Top Down, segmentation, project scale-up and Bottom Up) so as to improve share, realization, brand equity, &customer recommendation.

- Develop business case for change through initial data mining and customer understanding and support VP-Consumer Insights to gain approval from relevant Business Leadership

- Develop Project Plan and identify business team to execute the change;

- Influence business teams across multiple functions (eg Marketing, Service, IT, Business Development) to adopt the new processes and make it part of business-as-usual

- Develop capabilities to do the same at all levels through the organization

Functional Skills (Market Research skills, project management or Consulting)

- Develop processes of routinely gathering and analyzing customer data (VOC) from different sources to be able to gain insights on a continuous basis

- Deep dive into consumers/ customers behaviours and decision making to identify insights through which we can increase their preference for our brands; recruit and guide best-in-class partners/ research agencies to support process

- B2B domain expertise in project management or consulting across industries such as cement, metals, textile- etc. would be an advantage

- Exposure of Customer Impact Consulting which focuses on providing a holistic Customer Experience through streamlined communication, improve business processes, analyzing trends impacting the industry etc, thereby leading to a delightful experience for the customer resulting in better and sustainable brand value for the client.