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Customer Experience Insights and Market Research
1 month ago
**Join a Challenger**
Being a traditional bank just isn’t our thing. We are big believers in innovating the banking experience because we believe Canadians deserve better options, and we challenge ourselves and our teams to creatively transform what’s possible in banking. Our team is made up of inquisitive and agile minds that find smarter ways of doing things. If you’re not afraid of taking on big challenges and redefining the future, you belong with us. You’ll get to work with people who will encourage you to reach new heights. We like to keep things fun, ask questions and learn together.
We are a big (and growing) family. Overall we serve more than 670,000 people across Canada through Equitable Bank, Canada's Challenger Bank, and have been around for more than 50 years. Equitable Bank's wholly-owned subsidiary, Concentra Bank, supports credit unions across Canada that serve more than six million members. Together we have over $125 billion in combined assets under management and administration, with a clear mandate to drive change in Canadian banking to enrich people's lives. Our customers have named our EQ Bank digital platform (eqbank.ca) one of the top banks in Canada on the Forbes World's Best Banks list since 2021.
The Manager, CX Insights and Market Research will be responsible for leading multiple mission-critical, strategic, customer-centric projects that will help shape the future direction of EQ Bank. The incumbent will lead generative research that will help inform new opportunity identification and evaluation, level-2 insights on customer needs and pain points, and new marketing and product concept testing. These projects will involve cross-functional teams and deliver the key insights required to shape the overall value proposition, product construct and feature set we offer to our customers. The incumbent will use their technical and creative abilities, as well as a customer-centric mindset, to provide CX strategy recommendations rooted in qualitative and quantitative research and deep customer insights to Senior Management. They will also be expected to lead Design Thinking workshops among internal product, marketing and engineering teams to help drive customer-centric ideation. In addition, this individual will be responsible for communicating findings and managing execution in partnership with other teams within EQ Bank.
**The Work **:
- ** Uncover customer-centric insights to inform product strategy and roadmap**:
- Design, conduct, and synthesize generative customer research using mixed research methodologies (qualitative and quantitative) to identify unarticulated customer needs and help shape the multi-year product roadmap for EQ bank
- Design future-state customer journeys that bring to life potential “wow moments” for our customers
- Design and facilitate Design Thinking workshops with internal stakeholders and/or customers to co-create new concepts and solutions
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Identify and resolve customer pain points**:
- Interpret various Voice of the Customer feedback (e.g. customer research, product reviews, social media comments), behavioural data (e.g. transaction engagement, heat maps) and perform heuristic evaluations on EQ Bank digital properties to create and maintain customer journey maps that identify and serve as a repository for customer pain points or experience gaps
- Advocate research findings to internal stakeholders
- Lead cross-functional problem-solving sessions with Product, Engineering, Contact Centre, Marketing and Ops to make recommendations to Senior Management on how to solve specific pain points via multiple levers across the short and long term
- Work with cross-functional teams to communicate insights and help prioritize backlogs for the product teams
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Augment and champion EQ Customer Personas**:
- Leverage ethnographies and other research methods to continue to expand our insight base for our EQ target Personas
- Act as internal champion and ‘voice’ of these personas among key internal stakeholders to help ensure all teams are prioritizing the highest impact work for our target customers
- Own the self-serve research repository to curate a library of all our research findings that becomes the go-to source for customer insights across EQ
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Marketing Research**:
- Support the marketing teams with ad testing by designing, conducting and analyzing concept testing studies
- Partner with Marketing teams to ensure they have a deep understanding and empathy for our target customers, helping equip them with key insights that will shape their campaign efforts
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Other responsibilities**:
- Serve as EQ Bank’s “macro trends hunter”, staying on top of changes in consumer lifestyles and sentiment as it relates to the financial services industry and owning the process to share these insights with relevant teams on an ongoing basis
- Contribute to the development of business cases for new opportunities by providing the customer / mark
