FlexMR's Customer Salience Summit was a resounding success, with a great range of speakers delivering truly valuable content to attendees in a one-day hybrid conference event.
Liam Key-McClean writes in Research Live all about how Insight teams must encourage stakeholders to engage with and use their research if they are to make the voice of the customer central to decision-making. Liam wrote how insight leaders at brands including British Gas and Cardfactory showcased their Customer Salience experiences last week at the Customer Salience Summit 2024.
Communication is Key in Research Live
With key quotes from speakers, Liam focuses first on the first panel of the day:
"Speaking on a panel session at the conference in London on 3rd October, Stuart Hotchkiss, advocacy manager at British Gas Business, said that due to restricted resources in the business-to-business insight team, he had warned that requests for research would be prioritised for those who had been seen to use the findings in previous projects.
We told people ‘if you don’t use the research we do for you, you go to the back of the queue next time you want something’, Hotchkiss said. 'That drove it home – it got them to get us and the voice of the customer included at the start of projects, not at the end of them.'"
Liam then summarises the value from other fascinating sessions including Lucy Davidson's 'how to make insight famous', Susannah Spencer's presentation on enhancing customer experience insight impacts and Paul Hudson's introduction to Customer Salience.
Susannah Spencer, insight solutions lead at KPMG Nunwood, added that voice of the customer should not be seen in isolation.
“How are we going to bring in not just survey data, but loyalty, behavioural data, social review data, insights from colleagues on the front line and colleague behaviours into the model to really understand not only how we drive not only better customer experiences, but ultimately, the customer goals and behaviours we are looking to achieve? You have to have the right data model in place, and it has never been more important to do so as we enter the AI-enabled insight world."
To learn more about key learnings from the Customer Salience Summit 2024, read the full article on Research Live here.
About Research Live
Research Live is the world's leading source of industry news, opinions, special reports and feature articles for market and social researchers, data analysts and consumer insight professionals. Covering the latest trends and techniques from behavioural economics to big data analytics, as well as hot topics like polling and privacy. The publication is operated by the Market Research Society.
