- Understanding of data underpinning customer services
- Work with service delivery partners to define and deliver data
- Work with stakeholders to request changes to analytics – clear and concise
- Continuous review and improvement of reporting
- Substantial experience in designing and running analysis, reports and visualisations to create actionable insight that informs business decisions about customer experience
✅ Summary – 5 Key Points
- Customer Insight Focus: Role is central to improving how NS&I understands and personalises customer experiences across digital and call touchpoints, using analytics to drive service improvements.
- Technical Skillset Required: Strong background in data analysis, including SQL, Python/R/SAS, Power BI/Tableau, and digital analytics tools (Google Analytics, Adobe Analytics).
- Cross-Team Collaboration: Will work across Data & CRM, Content, Service Design, and external service delivery partners to embed insight-driven processes.
- Analytical Ownership: Expected to develop and maintain customer journey reports and dashboards, define KPIs, and improve data-driven decision-making across the business.
- Customer Experimentation: Involved in campaign design, A/B testing, and experimentation to enhance service delivery and align with NS&I’s customer principles.
🔧 Key Skills & Experience
- Strong background in customer journey analytics, digital engagement, and behavioural data.
- Proficiency in relational databases and data mining.
- Tools: SQL, Python/R, Power BI/Tableau, Google/Adobe Analytics.
- Experienced in designing reports, A/B testing, and campaign analysis.
- Ability to communicate complex insight to non-technical stakeholders.
👥 Likely Roles of Stakeholders Involved
- Hiring Manager: Likely Head of Customer Insight, Head of Data & CRM, or equivalent.
- Peers/Collaborators: Data Analysts, CRM Specialists, Service Designers, Content Leads.
- Partners: External service delivery providers (handling customer touchpoints).
- Stakeholders: Marketing, Digital Transformation, Customer Services.
❓ Questions to Ask During the Call
- What are the main customer touchpoints the analyst will work across (e.g. web, call centre, mobile app)?
- What digital analytics tools are currently in use, and are there plans to change?
- How embedded is experimentation (A/B testing etc.) in current customer experience work?
- What’s the maturity of the data environment (e.g. clean datasets, centralised data sources, reporting standards)?
- Who will this role report into, and how does it fit within the wider Data & CRM function?
- What would success look like for this person in their first 6 months?
- Is there a key challenge or project this person will pick up immediately?
A/B Testing – comparing things
23 month FTC
It’s a new role to the business – confident they have done a similar role. Role they need to create
Reporting in to Nikki – transformation of the business. Looking at customer experience and digital data that hasn’t been reliable – key role to get stuck in
Service design and
Feedback to stakeholders for experience
Data – journeys online, online digital data, join that to call centre data, and then customer data – different sources to give 360 view. Numbers & trends – aggregated (website and mobile app)
Mobile app going live on new platforms, then website
Platform – moving from web analytics. Currently Oracle iniity, moving to Adobe analyltics
Background customer data – channel data. Need to be well rounded
Creating an environment for no code / love code analysis – more complex (eg 2 different data sources) – understand how to manipulate and how it strings together
New software will do more – and understand what is performing better
Understanding of A/B testing, what it means is important
Tableau currently but moving to Power BI – but other visualisation tools
Extreme push through, but moving to adobe
Needs someone that’s applied these skills in a real world environment
FTC as it’s linked to the transformation – someone we placed is being extended
Opp to show value – IBM are delivering Adobe. There will be support to understand and work with experienced suppliers
Need a good personality, and needs to be visible
40% in the office – but can come in more
Lovely new office near Southwark bridge
Offer 9 day fortnight after probation
Rest of the team in London – working with suppliers and people in offices
Once a quarter have an all hands retail meeting – will be required to travel, that’s expensed
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Phil Lillicrapp Talent Acquisition Delivery Manager phil.lillicrapp@datacareers.co.uk Book a call with me here
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