Download Organisational and Position Overview

Position Description
Position Title
Customer Insights Analyst
Department
Customer Voice
Level
Salaried
Location
Bendigo, Adelaide or
Melbourne
Reports to
Senior Manager - Customer Insights
Financial Sign-off
Authority
N/A
Direct Reports
Nil
Indirect Reports
Nil
Created
June 2014
Updated
March 2017
Organisational and Position Overview
Customer Insights, part of the Customer Voice business unit, is responsible for building, promoting and
leveraging the frameworks, processes and skills required to support the organisation with relevant and
effective insight about our customers. The ability to be truly customer-connected is dependent upon gaining
a deeper understanding of our existing and prospective customers, and therefore the Customer Insights
team plays a critical role in supporting the organisation in achieving our customer-connected strategy.
Customer Insights operates as a small core team, but extends virtually through to other resources involved
in analytical roles across the organisation. The function is actively engaged with senior business
stakeholders, thereby ensuring that the focus and insights are aligned and driven by the business unit
strategies, and most importantly the expectations and voice of our customers.
Reporting to the Senior Manager - Customer Insights, the Customer Insights Analyst will work with business
stakeholders to understand the customer and business outcomes that we are seeking, structure an
approach to support that need by utilising information, perform the targeted analysis to derive actionable
insights, and then present the outcomes and recommendations back to the stakeholders with clarity.
This is a hands-on role covering research, data mining and analysis, modelling, Qlik Sense dashboard
design and build and presenting findings to business stakeholders across the organisation. The Customer
Insights Analyst role presents an opportunity to proactively influence and support the evolution of insight and
analytics as a critical, relevant, strategic and valued capability across the organisation that delivers outcomes
for our business and helps us to be more connected with our customers.
The Customer Insights Analyst must be a proactive, inquisitive, analytical thinker who is able to derive insight
from information and communicate effectively at all levels of the organisation to articulate the outcomes and
influence organisational changes in response. Whilst operating within a small team, this role will actively
engage with other individuals working in this field across the organisation, and will have the opportunity to
work within small virtual teams focused on particular themes or areas of analysis.
With strong support and enthusiasm across the organisation in relation to the value and potential of the
customer insights function, it is an exciting time to join this team and to help influence and evolve the
development of this capability in support of our customer-connected strategy.
Key Focus Areas
The key focus of the Customer Insights Analyst will be:

Working with business stakeholders to understand their strategic intent and requirements in relation to
customer information and insight.

Extracting and structuring customer related data from various sources (internal and external) to help
business stakeholders understand the profile and behaviour of our current and prospective customers.

Analysing and deriving actionable insights from all forms of available data and information sources,
utilising a range of tools and techniques as appropriate in each situation.

Enhancing our understanding of our customers and the market through research and supplementing
our internal customer information with other data from outside the organisation

Developing analytical models to help understand and predict customer behaviour, and integrating these
models into operational business processes

Developing Qlik Sense dashboards, presentations and reports to allow the business stakeholders to
access and explore customer information and derived insights

Presenting the analysis results, insights and recommendations to key stakeholders and business
forums.

Providing recommendations on organisational initiatives and changes in response to the customer
analysis and insights, which lead to business growth and a stronger connection with our customers

Developing metrics and other forms of measurement to track customer behaviour and response to the
initiatives that are put in place

Providing support to the business units, through both documentation and presentations, to help key
stakeholders understand how to consume and leverage the information provided

Assisting in the evolution of our customer insights framework, including capabilities, processes,
toolsets, and a structured program of work.

Working within small virtual working groups, comprised of analysts and SME’s from across the
organisation, to analyse and derive actionable insights in relation to particular themes
Key Result Areas (5-8 Areas)
KRA
Risk and Compliance
Business Engagement
Capability Development
Business and Customer
outcomes
Responsibility
 Undertake all appropriate training
and risk requirements
 Proactively identify business unit
risks, and mitigate where possible
 Build relationships with key business
stakeholders
 Understand business drivers and
strategy
 Proactively influence business and
customer engagement decisions
 Support business units in
understanding and leveraging data
and insights
 Contribute to the evolution of a
structured, pragmatic, focused, and
respected customer analytics
framework and capability
 Provide support to other analysts and
business representatives, both within
and external to the immediate team
 Identify and keep abreast of industry
best practise and trends, and share
with the virtual team to help build
understanding and overall capability
 Develop skills across multiple
analytical and data discovery
platforms/toolsets
 Undertake and deliver analytical
initiatives and outcomes
 Analyse and derive actionable insight
from available data and information
sources
 Contribute to the development of
segmentation and propensity models
to allow better understanding of our
customers and their needs
 Translate insight into action, and
assist business units in leveraging
the insights
Measure
 Completion of all Training
requirements including Risk
 360 degree feedback
gathered from colleagues and
stakeholders
 Specific examples of
analytical support activities,
including feedback from those
involved
 Capability maturity
assessment of the individual
and the team
 Completion of assigned
initiatives, meeting time and
quality expectations and
delivering business outcomes
 Tangible examples of
customer/business uplift as a
result of the direct usage of
customer insights
 Customer insight models
which are embedded into an
operational process that
translates these insights into
action
Information and Insights
Values
 Use analytics to drive and measure
business growth and customer
outcomes
 Seek to operationalise the analytical
outcomes, feeding into business
processes to enable action
 Present the insight outcomes to
business stakeholders, with clarity,
visualisation, and appropriately
aligned with the knowledge and
objectives of the audience
 Develop an extensive and expert
understanding of the available data
structures and core data sources
utilised for customer insights
 Build a trusted relationship with
Information Management
 Ensure that data integrity and
reliability is maintained, and that the
usage of data is structured,
managed, sustainable, and
documented
 Influence the Information
Management strategy and roadmap
to ensure a customer focus and data
framework that supports the
customer insights requirements
 Demonstrate consistent behaviour in
accordance with the Bendigo and
Adelaide Bank Values of Teamwork,
Integrity, Performance, Engagement,
Leadership and Passion.
 Enablement of the customer
analytics framework and
objectives through better
alignment in the underlying
data models
 Documentation of the data
sources and consumption
framework for customer
analytics
 360 feedback gathered from
colleagues and stakeholders
 Minimum rating of consistent
for all values.
Special Requirements
Nil
Person Specification
Skills, Knowledge & Abilities

Customer focused, with a passion for putting the customer at the centre of everything we do

Pragmatic and outcome focused - able to adjust approach to suit each requirement and the stage of
our evolution in customer insights

Proactive, motivated, and able to structure an approach to achieve an outcome

Ability to operate effectively within a team (both core and virtual) and autonomously

Good communication and relationship building skills, across both business and technical domains

Ability to understand the business needs and drivers and tailor the information, insights and solutions
appropriately

Ability to interpret, structure, present, and articulate complex information and insights with clarity and at
a level that aligns with the audience and in a way that supports the business objectives

Good listening, communication, written and presentation skills

Analytical and inquisitive mind, with an ability to think laterally to solve problems or identify options

Desire to work in a collaborative, cross-functional team environment

Flexible and responsive; able to perform in a fast paced, dynamic work environment and meet
aggressive deadlines

Ability to effectively manage multiple and sometimes competing priorities and tasks

A desire to learn and adapt to new processes and develop capability

Solid understanding or developing skills covering:
o
data structures
o
data exploration and mining
o
customer profiling and segmentation
o
data presentation through structured reports or dashboards

A passion for finding patterns and deriving insights from data.

Good research skills, covering areas such as market trend and competitor analysis.
Experience

Demonstrable experience in building dashboards using QlikView or QlikSense

Experience with SQL

Experience performing data mining and/or analysis across customer data from disparate sources and
data models

Base experience with data extraction, mining, presentation, and reporting toolsets

Some exposure to project delivery lifecycles, and in particular test/learn and iterative development
approaches

Exposure to statistics or modelling techniques an advantage

Exposure to analytics methodologies/systems an advantage
Qualifications

Graduate degree preferred but not essential

Experience and/or training with QlikView and/or QlikSense