Spotlight Series: Meet Jermaine Cairns
For our latest Spotlight piece, we interviewed Jermaine Cairns, a Customer Relations Insight Manager at Greater Anglia. Jermaine has had a life-long interest in the rail industry and is leveraging data to improve passenger journeys at GA. He spoke to us about the growing importance of using analytics within the industry and shared advice for aspiring professionals.
What does your role as a Customer Relations Insights Manager for Greater Anglia involve?
My role is split into two main parts. The first part of my role focuses on ad hoc project work, specifically analysing trends in customer contact and identifying any changes. This includes investigating why these changes occur and providing deeper insight into specific situations, such as why an issue might have arisen at a particular station.
Secondly, I help produce the reports that are used internally and sent to the Department of Transport each period. These contain information about complaints, any increases or decreases in complaint numbers, and the top reasons for people contacting us.
I also handle requests from internal stakeholders, including teams like on-board catering, and conduct reviews following service disruptions to determine the number of customers affected.
My work adds a deeper understanding of the data that we collect at Greater Anglia. If we just put numbers in boxes, we lose out on the narrative of ‘why’ something happened at a certain station or route. By using the data available and understanding it, we can proactively improve the journeys of people travelling with us.
What motivated you to transition from working in logistics and retail at Amazon to the rail industry?
I have always been interested in the railways and I loved trains as a kid. I was at Amazon for 3 years and really enjoyed the use of data there, so when the opportunity to combine data analytics with the rail industry to help improve customer experiences came up, it was one that I knew I had to take advantage of.
What qualities do you believe are essential for thriving in the rail industry?
The rail industry is a fast-paced and constantly evolving environment, and so my ability to complete tasks in a timely manner and to a good standard has been important for my role at Greater Anglia.
I also believe the ability to interpret tasks is vital for a role like mine. As a data analyst, I need to interpret and understand the specific needs of stakeholders, often identifying unspoken requirements. This ability to spot patterns, ask the right questions, and dive deeper into complex issues ensures that questions are addressed and that effective solutions are found.
What are some of the biggest lessons you’ve learned in your first nine months at GA, and how do you envision your career developing in the transport industry?
It has been great coming into a new role and being able to showcase the value I can bring.
A key project I’ve worked on involved assessing customers' perceptions of value for money. This examined how consumers view various aspects of the GA train service, such as the on-board facilities. I also had the opportunity to present my findings at a monthly board meeting. As Greater Anglia is still relatively new to leveraging data in this way, it’s been rewarding to help put these insights into practice.
In the future, I would like to increase the use of data at GA and maybe one day head up an analytics department. My goal is to create an environment where teams can be more self-sufficient by accessing and utilising data more effectively, while also building a data portfolio to inform decision-making across the business.
You’re currently embarking on a data apprenticeship. Could you explain how this came about, what specific skills or insights you are hoping to gain from this experience, and how you plan to apply them in your current role?
The apprenticeship is funded by Greater Anglia and was organised by the Data and Analytics Manager to formalise our understanding of data, particularly since many of us in the team are self-taught.
It provides both theory and practical skills, with exposure to best practices across different industries.
Balancing work and education has been challenging at times, but it’s been valuable to apply what I've learned directly to my role. For example, I created a dashboard when I first started, but in one of my modules, I learned about the importance of using specific colours, which has opened my eyes to a new way of displaying data effectively.
What do you see as some of the major challenges currently facing the rail industry, and how do you think your role can help address these?
Data analytics is still quite new to the industry and sometimes it can be difficult to explain its importance to those who have been in the industry for a very long time.
People have been receptive to data, but during my time at Greater Anglia, I’ve noticed how data is presented is vital. For example, simply reporting an increase in complaints might not resonate with those across the business, but putting those figures into context helps them understand the implications better. My role involves showcasing these insights in a constructive manner, ensuring that the data is framed in a way that clearly communicates its relevance and impact.
Can you share a piece of advice or a lesson you learned you carry with you in your career? What advice would you give to someone considering a career in the transport industry?
Be open to embracing challenges. It's natural to feel apprehensive when asked to do something outside your comfort zone, but being able to embrace these challenges is the key to growth.
To those considering a career in this industry, be prepared to encounter a wide variety of situations, as no two days are the same. Working in rail means dealing with hundreds of thousands of people, which naturally presents its challenges. I would also say to take advantage of any opportunities to explore other areas within the industry. Gaining insights into different areas of the business allows you to better understand the larger picture, making you a better employee.