Role & responsibilities

1. Customer Intelligence & Research Build a continuous, always-on customer intelligence capability that replaces periodic, project-based research.
- Design and run primary research programs spanning qualitative, quantitative, ethnographic, and digital methodologies
- Establish always-on listening across key touchpoints including app, agent, claims, NPS, and social
- Build in-house research capability progressively to reduce agency dependence
- Develop a structured voice-of-customer system that feeds into business decisions in real time .

2. Segmentation & Persona Architecture Own a agile, behaviour-based neuroscience segmentation model that is actively used across the business, not just documented.
- Redesign segmentation from static demographic cuts to behaviour-based clusters that evolve with data
- Ensure segmentation is embedded in product design, marketing briefs, and service delivery
- Build persona frameworks that are simple enough for frontline teams to use and rigorous enough for actuarial and product teams to trust

3.



Behavioural Science & Nudge Design Apply behavioural economics to improve acquisition, engagement, health compliance, and retention outcomes.
- Design nudge architectures within journeys that drive measurable behaviour change
- Apply frameworks like choice architecture, loss aversion, defaults, and social proof to customer-facing decisions
- Run controlled experiments to test and iterate interventions before scaling
- Partner with the digital and product teams to embed behavioural design into the customer experience

4. Insights Activation & Commercial Impact Ensure research translates into decisions, not decks.
- Connect insights directly to business metrics: enhanced revenue, profitability, retention, activation, cross sell, and claims reduction
- Brief senior leadership with clear, commercially relevant customer narratives
- Influence product roadmap and pricing strategy using unmet needs and willingness-to-pay

📌 Head - Customer Insights (Mumbai)
🏢 Forward
📍 Mumbai