Consumer insights are pivotal to gaining a competitive advantage. Therefore, it is crucial for a company’s customer insight analyst to have relevant skills and expertise.
Customers are at the heart of every enterprise. As a result, studying their preferences, needs and behaviors is central for developing an effective operational and marketing strategy. In response, organizations hire customer insight analysts to interpret customer data, which will inform a bespoke business approach. By analyzing both quantitative and qualitative data, a customer insight analyst can learn about what motivates customers, whilst leveraging this data in support of business interests.
Considering what is at stake, good customer insight analysts are in high demand. As data expand and multiply, customer insight analysts need to be especially adept at managing big data, recognizing patterns, and identifying relationships to develop a customer-centric communication strategy. However, the complexity of the task has led to a skills gap in the data industry that businesses are eager to eliminate. Here, we discuss what employers should look for in a great customer insight analyst, whether they are looking to train their existing team or hire new staff.
The main duties of a customer insight analyst
Before exploring what makes an exceptional customer insight analyst, it is useful to briefly discuss the duties they carry out. In most enterprises, a customer insight analyst will undertake the following tasks:
- Capture and interpret customer data from a range of sources and communicate these findings across departments.
- Lead on customer propensity analysis and leverage this intelligence to improve marketing strategy.
- Manage data quality and ensure actionable uses organization-wide.
- Provide expert advice on the best analytical tools and software.
- Develop a strategic data transformation plan and communicate this framework to relevant stakeholders.
In light of these requirements, a customer insight analyst needs to have several import skills and personal attributes. Below, these essential qualities are discussed in detail.
The key qualities of an exceptional customer insight analyst
1. Technically skilled
It is essential that a customer insight analyst has strong numerical and statistical skills. Preferably, insight analysts should be trained in a STEM subject to a degree level, with prior experience using statistical analysis techniques. For instance, they should be familiar with analysis software like SPSS, SAS, and KXEN. In addition, they should have a flair for coding, with the ability to write and correct their own work.
2. An adept problem-solver
An exceptional insight analyst will apply creative analytic methods to solve problems. Therefore, although mathematical skill is important, a great customer insight analyst will be creative as well as technically gifted. In essence, having the tools is not enough – the analyst needs to know how and when to use them. With a perceptive, inventive approach to analytics, a great customer insights analyst will be able to leverage customer data to generate solutions. More often than not, ingenuity and creativity is something that cannot be taught – so identify promising members of the staff team and cultivate their analytic skills.
3. A curious mind
The best analysts are curious analysts – and a truly gifted customer insight analyst will always ask questions. Always looking to explore new possibilities and unearth knowledge, these analysts will seek new analytic approaches, explore data, and relish new challenges. Often, these analysts will solve problems customers did not even know they had – which is a sure-fire way to maximize customer satisfaction. However, in order to make the most of an inquiring mind, it is important to make sure they have direction. Supply specific data and outline clear goals, so that analysis is streamlined and targeted.
4. Empathetic and customer-centric
Excellent customer analysts can see from the consumer’s point of view. They understand customer expectations and seek to facilitate the best possible customer experiences. These analysts are empathetic, broad-minded, and put the client at the center of their approach. By taking into account the customer’s preferences, they can examine data on a granular level to meet specific goals. These analysts will deliver work that has numerous tactical applications in a clearly visualized, jargon-free form that the wider team can digest and act accordingly.
Why effective analysis is key
Skilled customer insight analysts are crucial to making sense of data. With the right analysis experts, management can execute evidence-based, strategically sound decisions. Armed with this knowledge and expertise, companies can expand their client base, enhance customer experience, and improve retention rates through streamlined, dynamic and profitable methods.