The Head of Business Behaviour (HoBB), also known as a Chief Behavioural Officer, is an expert who observes the behaviour of employees and consumers. They conduct and analyze behavioural data on the basis of personal and professional behaviour, and make suitable decisions to aid the management of an organization. The role involves addressing internal and external conflicts with utmost clarity and resolving them with a clever implementation of solutions. This is why the role of a behavioural officer is indispensable to an organization.
Behavioural officers are supposed to answer some integral questions about consumer behaviour. For instance, what triggers the decision of a consumer, why one brand is chosen over another, how a brand’s products and services become known, and ultimately, what captures the attention of a consumer and influences their decisions. Most industries depend heavily on behavioural psychology for bridging the supply and demand gap. Behavioural officers understand human psychology. Their task is to observe people’s behaviour, and predict the changes in the market, along with coming up with solutions as to how to address the changes in consumer behaviour and mindset.
The dynamics of the market are ever-changing and most of these changes are due to human behaviour, or how humans respond to different situations. Organizations are hiring specialists who observe these changes and use that data to predict future trends. In today’s world, the role of behavioural officers is a crucial one, leading to a gradual increase in openings for this position.
Why are behavioural officers needed?
An organization is segregated into multiple departments. There is marketing and sales, research and development, content marketing, social media and PR. But, all of these departments need an insight into the psychology of the consumer, as consumer behaviour drives supply and demand. Organizations also need internal insights and guidance to keep track of employee behaviour and output. The Head of Business Behaviour addresses all these problems, offers solutions, and ensures a smooth flow of work.
HoBB and the organization
An organization is made up of people. It draws its productivity from the willingness, loyalty, and harmony among its employees. The Head of Business Behaviour keeps employees up-to-date about company policies, and in sync with the objectives of the organization. There can be internal conflicts, work ethic issues, or ego clashes among officials, which might lead to a disruption in the chain of command. The HoBB can help identify the issues that are troubling individuals and groups, assign them to the right teams, and help resolve conflicts.
HoBB and consumers
Consumers everywhere have a short attention span. Their decisions can be easily influenced with just a little nudge. If the consumer enjoys a good experience with a product or service, there is a fair chance that they will turn into loyal customers. However, if there is a slight bit of inconvenience, their choices and decisions change and the organization might end up losing that customer. This is the reason a HoBB needs to continuously monitor consumer behaviour, and predict changes in the market, thereby preparing a safety net for organizations so that they can anticipate fluctuations and deal with them accordingly.
The role of a HoBB
Though the role of a behavioural officer is more or less similar in all kinds of organizations, there may be some differences in how they function. In larger organizations, the Head of Business Behavior reports to a chain of supervisors above them. They usually oversee and manage one department like marketing, sales, or production. However, in smaller organizations, the HoBB usually reports directly to the owner of the company, and is required to look after multiple departments. Whatever the case may be, their career objective is to understand, explain, predict, and influence consumer behaviour to improve the performance of the organization.
The Head of Business Behaviour requires a bachelor’s or Master’s degree in business administration in any field of management, in order to start as a manager. They need to have excellent communication skills and a good understanding of markets. Business behaviour specialists should have excellent problem-solving skills to overcome the challenges that might be preventing a department or organization from achieving its full potential.
- To give every employee an outlet for their grievances, and help them resolve issues and conflicts
- Encourage complete transparency and harmony amongst teams to allow for increased ingenuity
- Ensure that teams get the recognition they deserve
- Ensure appropriate remuneration pertaining to the efforts and designation of employees
- To make sure that the objectives of the organization are understood and followed by the employees
- To observe the market and understand the psychology of consumers and predict changes
- To bring new ideas to consumers with the aim to convert them into loyal customers
Compensation for this role
The annual package for a Head of Business Behaviour ranges from INR 15 lakh – INR 25 lakhs per annum. As their experience grows, their prospects also increase and senior-level positions can attract a lucrative package of more than INR 50 lakhs.
The job of a Head of Business Behaviour is to ensure the integrity, loyalty, and strength of the workforce and predict the behavioural changes of the consumer. They provide invaluable insights in all departments and implement behavioural tactics wherever necessary, to increase productivity and maintain a good work flow. Although behavioural psychology has been in the market for a long time, we will see a lot more companies and organizations hiring behavioural officers. So, it would be a great career choice for someone who is interested in this role. If you enjoy analyzing people’s behaviour, you might want to consider Career Counselling Online from LaunchMyCareer to understand how you can navigate your career pathway.
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