TL Cust CentricityCell

Job Purpose

Profitably build market share and revenue of Aditya Birla 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.

Job Context & Major Challenges

Improving our businesses’ understanding of Consumer Insights and translating that into action that provides better solutions for customers (and therefore improved sales/ profits) has been identified as a key area where we need to provide leadership and strategic focus at the Group level to our businesses. While most of our businesses are facing increased challenges that require deeper understanding of customers’ wants, this is a specialist area that is relatively new for them in terms of tools and techniques which also require tailoring them so that these are best suited for each business.
One apparent area is Measurement of the Voice of the Customer, where the level and quality of work done can be improved substantially to add great value to the businesses in terms of insights generated (the Group has adopted NPS as a strategic and operational tool). Moreover, newer developments in this area, partly with the coming of Digital Marketing and Big Data, are improving the possibility of using integrated solutions that can give our businesses high level, relevant consumer insight methods at a significantly lesser implementation cost. Finally, the Consumer Insights functions in most businesses are relatively small and need to be developed in terms of relevant capability to meet with best-in-class global competitors.
The processes and capabilities required are built through executing deep-dive projects in relevant businesses. The role of the Project Leader is to
1.Support the DGM-Consumer Insights in providing strategic leadership for this area through specialist knowledge and experience
2.Help execute the projects per plan, working with the DGM and 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 market share/ revenue/ profit gains targeted
3.Help establish process in businesses & develop business capability to implement it in the future. This also involves identifying & managing culture issues, change-management, governance structure, etc that go along with implementing strong truly customer-centric processes.
4.Use learnings from Project to document overall Group knowhow to help transfer best-practices to other businesses.
The key challenges in the role are:
a.Developing and gaining the “buy-in” of the business case by the business leaders. And then working with the businesses to get the business benefits targeted.
b.Influencing of key decision makers to buy into what customers are saying & ensuring corrective actions. More often than not, these new insights are likely to challenge set thoughts & processes; changing these’ll need a strong ability to showcase insights regularly
c.Sustaining focus of the business teams.

Key Result Areas
KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)KRA1Execute Projects in selected businesses to execute and embed Customer Insight initiatives (eg NPS Top Down and Bottom Up) so as to improve share, realization, brand equity, & customer recommendation.•Help develop business case for change through initial data mining and customer understanding and support VP-Consumer Insights to gain approval from relevant Business Leadership
•Help develop Project Plan and identify business team to execute the change;
•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
•Develop processes of routinely gathering and analyzing customer data from different sources to be able to gain insights on a continuous basis, and documenting the same.
•Influence business teams across multiple functions (eg Marketing, Service, IT, Business Development) to adopt the new processes and make it part of business-as-usualKRA2Project leadership
To ensure projects are executed as per planProject leadership
To ensure projects are executed as per planProject
Mission Happiness NPS Top Down
•Drive business buy in for segmentation of customers, non-customers, and customers’ customers based on profitability
•Ensure survey is completed in line with standards via regular interaction with external partners
•Achieve incremental revenue by driving analysis to obtain insights which can be acted upon by business
•Influence business teams to ensure actions are being acted upon by business via SCMs
Mission Happiness NPS Bottom Up
•Help map customer journey in business by customer group, determine important touchpoints for feedback, & set up pilot scope
•Help execute successful implementation of the pilot by creating process frameworks and ensuring that cross-functional interaction takes place as per plan
•Work with stakeholders to close open action items
•Influence internal stakeholders contribution as per plan by collaborating with them
•Manage day-to-day basis interactions with external agencies (consultants, IT vendor, external research partners), taking team leaders assistance wherever necessary
•Facilitate national scale up by creating process and change management manuals for the businessKRA3People Leadership
To ensure the immediate and business teams stay focused and motivated•Be a spokesperson at all time of the bigger picture of change management being put in place