Customer Research and Insight

Job description

Role Title: Customer Research and Insight

Business: Marketing

New or Existing Role: New

Grade: GCB5

Role Purpose
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The Global Marketing function supports the growth priorities of the Bank and strengthens the brand. It focuses on understanding customers to then develop and implement Marketing strategies, campaigns and activities. The function's role is to help increase customer value and satisfaction in order to meet growth targets at both a global, regional and market level. The function also ensures global consistency of the brand promise in customer communications across all Business Lines and channels to mitigate any brand reputation risk.

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This role supports all lines of business and is part of the Customer Strategy and Insight function (CS&I) whose purpose is to create and gather information - creating a deep understanding of our customers; their hopes, dreams and ambitions as well as their needs and challenges. CS&I shares that with our colleagues across the bank so that we develop the right propositions, design the right service experiences, invest in the right areas for the future and fix the things that are causing dissatisfaction. The function also has a lens that looks externally to understand not just our customers, but the wider world in which they live in and the social and economic changes that might influence how they and we operate in the future.

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The Customer Strategy & Insight Manager will be located in London. This role holder will deliver, implement and communicate customer insight and research across the four lines of business within HSBC: Retail banking & Wealth Management, Commercial Banking, Global Banking & Markets and Global Private Bank.

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Specifically the role holder will be working on the implementation of the Net Promoter System (NPS) within the bank. The System includes 4 surveys; Strategic (sNPS), Relationship (rNPS), Journey (jNPS) and Interaction (iNPS), with the score from the sNPS survey the single outcome measure. It is expected there may be up to 40 different jNPS surveys and c.10 different iNPS surveys per market.

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The above will involve close collaboration with internal stakeholders across the markets (e.g. Marketing, Customer Experience, Customer Value Managemnet, Channels, Journeys, Analytics) and research vendors. In addition, the role holder will play a key role in the analysis and reporting of the key NPS insights to make clear recommendations and define key actions for the relevant stakeholders across the business to enhance future Marketing and Business activities.Please note this role is a 12 month fixed term position.


Key Accountabilities

Impact on Business

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Supporing the implementation of the Net Promoter System

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Manage the data collection of NPS measurement in order to maintain an on-going insight into customer needs

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Identifying opportunities to drive improvements in the customer experience and hence increase customer satisfaction, engagement and retention

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Supporting business performance management through the delivery of customer metrics and market/competitor benchmarking

Customers / Stakeholders

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Ensure the voice of the customer is heard across all marketing and business-led initiatives.

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Managing good working relationships with market research suppliers

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Proactively flag issues and pain points identified through analysis of customer / colleague feedback

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Inform key business priorities and initiatives with recommendations for actions which reduce customer dissatisfaction, increase engagement, reduce cost to serve or increase revenue.

· Understanding and continuously building knowledge on how customers behave and interact within the digital space and other touch points/channels.


Leadership & Teamwork

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Enabling constructive cross-country and cross-business teamwork by demonstrating collaboration and matrix management in action

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Appetite to build knowledge of business lines and proposition customer segments quickly

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Support the achievement of the HSBC vision, Values, Goals and Culture in personal behaviour, actions and decision making

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Proactive approach to seeking external best practice, monitoring market developments, sharing knowledge internally and encouraging others to do the same

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Challenging actions and behaviours that are not consistent with diversity and inclusion and/or the best interests of the business and its customers

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Acting as a role model, leading by example in a manner that motivates and inspires colleagues

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Demonstrate commercial acumen and customer centricity

· Growing a network within Marketing and the wider business to successfully deliver strategies and solutions cross teams

Operational Effectiveness & Control

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Provide input as required into the product approval process for priority propositions under development

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Recommending and developing changes and improvements to operating models, procedures and practices based on own expertise and understanding of HSBC and market best practice

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Adherence to HSBC policy and procedures in order to ensure operational, financial and procedural compliance

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Contributing to the development and maintenance of a Marketing management information, analysis and reporting framework that supports and informs timely and effective business management and decision making.

· Contributing to the implementation and monitoring of Marketing policies, governance frameworks, procedures and standards to ensure the effective risk management and regulatory compliance.

Role Context
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Customer insight, analytical and statistical experience with ability to initiate and use market and customer insight strategically to drive change

· Strong communication and presentation skills
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Strong relationship building and stakeholder management skills

· Strong project planning and management skills
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Self-motivated to cope with the demands of a multi-geography environment

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Good understanding of technology developments and emerging consumer and industry trends.

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Proven ability to work on multi-function projects demonstrating excellent relationship building skills.

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Proven ability to be a self-starter with energy and drive in a challenging and dynamic environment

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Experience of market research or customer experience in a financial services organization beneficial but not essential.


Management of Risk
· The jobholder will ensure the fair treatment of our customers is at the heart of everything we do, both personally and as an organisation.
· This will be achieved by consistently displaying the behaviours that form part of the HSBC Values and culture and adhering to HSBC risk policies and procedures, including notification and escalation of any concerns and taking required action in relation to points raised by audit and/or external regulators.
· The jobholder is responsible for managing and mitigating operational risks in their day to day operations. In executing these responsibilities, the Group has adopted risk management and internal control structure referred to as the ‘Three Lines of Defence'. The jobholder should ensure they understand their position within the Three Lines of Defence, and act accordingly in line with operational risk policy, escalating in a timely manner where they are unsure of actions required.
· Through the implementation the Global AML, Sanctions and ABC Policies, supporting Guidance, and Line of Business Procedures the jobholder will make informed decisions in accordance with the core principles of HSBC's Financial Crime Risk Appetite.

Observation of Internal Controls

· The jobholder will adhere to, and be able to demonstrate adherence to, internal controls and will implement the Group compliance policy by adhering to all relevant processes/procedures. The term ‘compliance' embraces all relevant financial services laws, rules and codes with which the business has to comply. This will be achieved by adherence to all relevant procedures, keeping appropriate records and, where appropriate, by the timely implementation of internal and external audit points, including issues raised by external regulators.

Desired profile

Qualifications :

Knowledge & Experience / Qualifications

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Degree level of qualification (in marketing and/or business studies beneficial but not preferred)

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Minimum 3-5 years broad based commercial experience, with a Financial Services institution beneficial but not preferred

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Minimum of 3 years market research experience, in an agency or client-slide organisation

As a business operating in markets all around the world, we believe diversity brings benefits for our customers, our business and our people. This is why HSBC is committed to being an inclusive employer and encourages applications from all suitably qualified applicants irrespective of background, circumstances, age, disability, gender identity, ethnicity, religion or belief and sexual orientation.

We want everyone to be able to fulfil their potential which is why we provide a range of flexible working arrangements and family friendly policies.

https://www.hsbc.co.uk/1/2/popups/uk-privacy-statement#/ overview