FlexMR have a second article published in Research Live covering the insights from the recent Customer Salience Summit. The first article published was written by Research Live’s Deputy Editor, Liam Kay-McClean, and this second one was written by FlexMR’s Content Manager, Emily James. This second article contains quotes on key learnings from a selection of speakers who presented at the Summit.
Have you heard of the ‘customer gap’? It’s a variation of the well-known ‘say-do’ dilemma that describes a consistently significant difference between intention and action; working on that same principle, the customer gap also implies that achieving customer centricity or salience is a harder task than we first thought.
Customer Salience is a direct response to this challenge, and it all starts with insights. The 2024 Customer Salience Summit brought insights with different perspectives together to inspire and connect 200+ marketers and researchers. This article contains a selection of the top, actionable takeaways our from speakers:
Paul Hudson, CEO of FlexMR, started by saying: “We need to re-focus our roles on building a culture of customer, ensuring decision-makers are connected (in many ways) with the customer and their needs. Our aim must to be to increase their likelihood to include customer thinking and data into their decisions.”
Susannah Spencer, Insight Solutions Lead at KPMG Nunwood, mentioned that: "If you want your customer programme to deliver business impact, start by designing it around your organisation’s goals and desired outcomes, not research metrics, KPIs, or even the tech.”
Olubunmi Stüber, Head of Global Consumer Insights at M&G plc., noted that we should, “Give stakeholders first-hand experience of receiving feedback from customers/clients wherever possible as they are more likely to act on what they have heard.”
There is no doubt that there is immense value to be gained from learning about others’ experiences. Just as necessity is the mother of all invention, close connection to likeminded individuals with a diverse array of experience is the key to wider innovation. Read the full quotes and other quotes from additional speakers in the full article now.
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.