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 .

1. Segmentation & Persona Architecture Own a dynamic, 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 straightforward enough for frontline teams to use and rigorous enough for actuarial and product teams to trust

1. 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

1. 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 data

1. Research Function Build-out Build the people, tools, and processes that make this a durable organisational capability.

- Hire and develop a high-quality insights team over a defined timeline

- Select and implement the right research toolstack including survey platforms, analytics tools, and CRM integration

- Define research governance: methodologies, quality standards, and vendor management frameworks

- Create a research calendar that balances strategic long-term studies with tactical turnaround requests

1. Cross-functional Stakeholder Influence Make customer insight the common language across Marketing, Product, Actuarial, Sales, Digital, Health Management, Persistency and other teams.

- Run regular insight briefings and customer immersion sessions for key internal stakeholders

- Build credibility with data-skeptical functions by consistently tying research to commercial outcomes

- Develop a shared segmentation and persona language that all teams reference in planning and execution .

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