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Customer Insights Manager
If a power company was a party, what role would you play to set it off?
Position:
Customer Insights Manager – Powershop Australia
Location:
Melbourne, Australia
Reporting to:
Managing Director – Powershop Australia
Date:
9 March 2013
Who is Powershop?
We operate in an industry dominated by crusty utilities operating at glacial pace and with a fetish for
technical jargon and industry complexity.
So…we built a shop … a shop where customers can buy power. Simply put: a Powershop.
In creating a shop, our aim is to change customer attitudes, and behaviours around electricity use
and purchase. We aim to create a new breed of electricity consumer – an engaged consumer – one
that is aware, informed and responsive. A consumer that finally knows what they are buying … a
consumer that is truly in control of their power.
The essence of the Powershop approach is characterised by a focus on:
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Empowering the customer … with better information, better choices and better support.
Understanding why things are the way they are … and then driving for something else if
it’s better for the customer.
Collaborating to solve problems, generate ideas, and develop solutions.
Being transparent in all that we do… no bullshit, honest relationships.
Simplicity… just like the milk fridge at the back of the corner store.
So what’s our approach?
Ever heard of “load acquisition”? That’s how ordinary utilities refer to their customers – how would
you feel if you were called a “load”?
In contrast, Powershop thinks of customers as part of a people’s revolution (but without the
bloodshed). Our sales and marketing relies on driving market change that will resonate with our
customers … what’s the point otherwise?
Powershop’s success in New Zealand has been underpinned by:
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The design and delivery of an online user experience that generates customer advocacy and
– as a consequence – customer acquisition.
A marketing communications campaign that has sparingly used outstanding creativity to
achieve market cut-through and generate word of mouth.
Power to the people
Powershop
Position description
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Both these channels for grabbing our potential customers’ attention have been supported by
differentiated public relations initiatives that have often set the news agenda for media reporting
on energy and targeted interactive and direct marketing to convert our prospects.
Down to business … we need a Customer Insights Manager
Role and purpose
We need an experienced customer analytics manager who has both analytics and campaign
management skills, with an especially strong digital emphasis and an understanding of web based
product development and communications.
The main purpose of the role is to reveal and help action customer insights.
You’ll need to really understand our customer data so that we are able to better predict and
interpret our customer’s needs and behaviours so as to optimise marketing activity for Powershop.
Accountabilities
You are expected to:
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Work collaboratively with the Sales, Marketing and Design Teams to identify opportunities
and risks within the residential and business customer bases – ie proactive insight
identification.
Give and receive feedback in a positive and constructive manner.
Prioritise and manage workloads.
Provide strong, open and honest internal communication.
Assist the Sales and Marketing Team in the measurement and analysis of activities so as to
optimise Powershop’s performance – eg campaign analysis, product uptake, sales channel
analysis.
Pull customer email lists and track responses as required.
Work with the Operations Team to develop key insights in customer behaviour relating to
engagement and service provision.
Access and manipulate customer data to develop insights to assist Powershop’s
performance in acquisition, retention and profitability.
Understand Powershop's data model to ensure accurate insights are drawn.
Work proactively and collaboratively within the Powershop team to drive better customer
experiences and results.
Help to develop Powershop’s analytical and business intelligence into an industry leading
capability.
Oversee the analytical aspects of the execution of Powershop’s product strategy and
products.
Participate in the development and the lead the execution of Powershop’s Customer
Segmentation Strategy.
Fight for the customer by developing insights that are relevant to our pricing & product
strategy, software application and service model.
Power to the people
Powershop
Position description
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Analyse competitive and network pricing information.
Work with our Energy Markets team to develop and execute pricing and segmentation
strategies.
Liaise closely with our Pricing Team to assist in them in the achievement of their objectives.
Measuring, managing and reporting on customer profitability.
Competencies and Experience
You are expected to possess and demonstrate the competencies:
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A real passion for innovative thinking and asking why;
An ability and experience in successfully managing a team;
The proven ability to give and receive feedback in a positive and constructive manner.
Strong analytical and query writing ability (advanced Excel and SQL);
Strong networking skills with a track record of building and sustaining strong working
partnerships internally and externally;
Experience in customer analysis and insight in a digital environment;
Experience in working with and as a part of a collaborative team;
Strong intellectual reasoning capability;
Conceptual thinking – understands concepts and applies them to relevant situations;
Capable of handling multiple mission-critical projects simultaneously; able to meet
deadlines;
Proven experience handling a highly pressured job/work environment;
Demonstrated ability to give and receive feedback;
The ability and desire to coach and develop individuals professionally and personally;
A track record success in operating successfully with a degree of ambiguity and change;
An ability to delegate successfully;
Tertiary qualified in marketing or relevant discipline.
We expect you to apply these skills to the following competencies:
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Innovation: Think conceptually and creatively, identifying game breaking ideas and
strategies for the future.
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General Business Management:
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Be strongly performance driven and achieve results.
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Recognise and realise opportunities to optimise work practices and make quality
improvements.
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Plan, monitor and control resources effectively including financial resources.
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Contribute to and build on a positive culture that is configured to achieve market
cut-through.
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Communicate superbly both verbally and in writing.
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Build and sustain effective working relationships through excellent interpersonal
skills.
Self Management & Organisation:
Power to the people
Powershop
Position description
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Plan and manage your own workload effectively.
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Prioritise tasks and manage time and resources to ensure desired results are
achieved.
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Be committed to personal development, coaching others, and learning from others
who are teachers.
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Act as a role model for staff demonstrating excellence in communication, listening
skills & leadership ability.
Relationships
You will report to and work closely with the Australian Managing Director. You will also collaborate
with the Sales & Marketing Team, the Operations Team, the Pricing Team, Meridian Energy
Australia’s Energy Markets Team, and Powershop’s Customer Insights team in New Zealand.
A key part of the role is networking and relationship building. Accordingly, you are expected to build
and maintain positive working relationships with the rest of the Powershop crew, as well as key
relationships with Meridian Energy in Australia and New Zealand.
Performance Targets
Individual performance Objectives and Targets will be discussed and agreed with you annually.
Power to the people
Powershop
Position description
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