Consumer Intelligence Analysis

Devise frameworks for consumer intelligence analysis to develop an understanding of customer knowledge from various customer touch points, for example, Customer Relationship Management (CRM), Point-of-Sale (POS) and e-Commerce systems

Type

Functional

Competency Area

Sales and Marketing

Levels

Analyse data from CRM, point-of-sale and e-commerce systems and generate relevant customer insights

Support relevant extraction of information from various sources (e.g. CRM, point-of-sale and e- commerce systems)

Analyse data from CRM, point-of-sale and e- commerce systems

Generate and provide relevant customer insights from CRM analysis

Organise and synthesise findings from information collected, assess customer interaction activities to obtain insights for improvements

Assess and produce consumer intelligence reports on a regular basis

Draw inferences pertaining to customer insights based on research outcomes

Organise and synthesise findings from information collected via CRM, point- of-sale and e-commerce systems

Assess customer interaction activities and provide insights for continuous improvements

Integrate data regarding customer interactions across all touchpoints

Oversee the process of data collection, assessing, understanding and integrating primary quantitative and qualitative customer data

Manage appropriate extraction of information from relevant sources (e.g. CRM, point-of-sale and e-commerce systems)

Manage a customer- centric research program that integrates customer and competitor research as well as economic and industry trends

Design the framework for consumer intelligence analysis to drive data collection efforts and set specific objectives of consumer analysis

Design the research methodologies, outcomes and strategies to leverage the voice of the customer in driving key business decisions and growth strategies

Provide leadership, guidance and support in developing framework for data collection, assessing, understanding and integrating primary quantitative and qualitative customer data

Provide key consumer intelligence insights based on research outcomes

Ensure effective planning, execution, utilisation and budgeting of the research efforts