Header

Customer analysis manager

8:30:00 PM

Ref
UKLHW2442
Region
UK - Heathrow
Location
London - Heathrow - Waterside
Category

You'll be a part of a team delivering the insights that will drive our CRM Strategy, to achieve BA’s CRM vision and drive greater customer engagement.

Job Description

Closing Date: 29th June 2013
Location – Waterside, Heathrow, London, UK
Full Time, Permanent
Competitive Benefits Package

Job Purpose
 
Lead the delivery of the data and insights framework that supports achievement and measurement of BA's CRM objectives of driving greater engagement and margin with our known customers.
 
Identify opportunities to achieve the ‘Know Me’ benefits (Targeted Selling, Service Recovery, Personal Recognition)through predictive, exploratory and descriptive analysis of customer data.
 
Provide the measurement and evaluation framework to track ‘Know Me’ benefits in order to provide incontrovertible evidence of successful delivery.
 
Provide customer segment level reporting to support development and implementation of the customer strategy.
 
Develop and refine the customer value and engagement metrics and ensure deployment as appropriate

Job Dimensions
  • IT Budget: £0.5m p.a.
  • Manpower MPE: c. 5 MPE (direct reports & ‘virtual’ team)

Principal Accountabilities

  • Work cross functionally to ensure the customer insight and measurement capabilities are able to support delivery of the value described in the business case
  • Identify key business and technical infrastructure element requirements for delivering the customer insights and measurements capabilities and work with stakeholders to ensure that these are delivered
  • Align inputs / outputs with the ‘Know Me’ lab
  • Continually improve the depth of understanding and predictability of the customer base to ensure optimisation of value, and to inform future capability development
  • Provide detailed and summary measurement reporting as required to support the benefits delivery and other ‘Know Me’ requirements
  • Ensure alignment with the customer touchpoints workstream to develop reporting of operational and customer reporting
  • Influence the set up of customer segment management
  • Develop and refine the customer value and engagement metrics and ensure deployment as appropriate
  • Work with the Customer Standards team to Create a scorecard for Customer Standards at an individual customer level– identify and influence the data points and standards by liaison with this group
  • Represent ‘Know Me’ requirements with the Customer Insights team and ensure survey changes meet the ‘Know Me’ needs of tracking survey transactions at an individual level
Key interfaces
  • Marketing - Customer Engagement & Customer Experience teams
  • Commercial – Sales, Retail & Revenue Management
  • Customer touchpoints – airports, inflight services, contact centres, ba.com etc
  • IT & BI
  • Finance

The Individual

Skills
  • Highly skilled communicator & influencer
  • Ability to influence effectively cross-functionally without formal authority
  • Ability to challenge constructively
  • Proven ability to engage and organise analytics teams
  • Deep business awareness and ability to deliver business rationale objectively
  • Deep understanding of customer data sources, structures and definitions
 
Essential Qualifications
  • Graduate calibre/or relevant work related experience
  • Mathematical or statistical post graduate degree
 
Experience
  • Evidence of exposure to analytical techniques including modelling and segmentation
  • Broad range of analytical experience implementing models and segments using tools such as SAS
  • Recognition of what is usable insight
 
Expertise
  • Ability to constantly evolve understanding of customers through analysis and measurement
  • Be the expert amongst experts in the analytics team
  • Ability to communicate complex ideas in everyday language

Application Process

All applicants are required to submit their CV and answer the following questions. Please prepare your answers in advance.
  • Please tell us why you are attracted to this role and the skills and capabilities that you would bring with you. (Max 250 words)
  • Please give us an example in no more than 250 words, of a recent piece of analysis you have undertaken, describing the objectives, methodology and the results. How did this influence the business decision?

Additional Website Text

This role is based at British Airways HQ Waterside. Surrounded by 260 acres of parkland it includes many facilities, including a gym, bank, staff shop, Waitrose and hairdresser.

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