Senior Manager, Customer Strategy & Research
(Commonwealth Bank of Australia - Aug '96 to Feb '98)
Role
Managed a team of research analysts performing customer and segment-related analyses to support
Product and Segment Managers. Project-managed and participated in projects to enhance organisation's
customer information capabilities.
Major Achievements
- Created a team of client-focussed analysts.
- Led project to define organisation's segmentation approach for its personal customers (including
models required for implementation). Approach was adopted and led to the creation of new
customer-management roles.
- Prepared business case for implementation and presented to Managing Director.
- Managed implementation of customer segments onto the Bank's Data Warehouse.
- Defined and led subsequent program of segment analysis.
- Co-managed (with Segment teams) range of projects related to implementing Customer Segmentation
initiatives (eg site selection, customer selection, value proposition development).
- Established and led comprehensive best-practice customer management project.
- Led development of geodemographic capabilities.
- Assisted General Manager in program management of range of Customer Management related initiatives
(eg Segmentation, Packaging, Customer Profitability).
- Involved extensively in strategic analysis and modelling work for Executive Committee and Board
on topics such as customer segmentation and fees.
