Run programs, not projects to really make an impact

Getting to grips with human insight shifts isn’t a one-time process. If a brand/organization has prioritized a program of work with insights at its heart, it’s vital that once you find those gems, you can measure if they’ve moved the needle.

Change rarely comes rapidly. It’s an iterative process that’s filled with ebbs and flows – evolution rather than revolution. Keeping track of nuanced shifts in consumer mind-sets and behavior requires brands to constantly analyze and decode near-time data.

Whether this involves tracking feedback from CSAT or NPS surveys to determine why scores are moving up and down, through to interpreting online conversations to pinpoint subtle shifts, the principle is the same.

Put simply, getting to know your existing and prospective customers isn’t a project, it’s a program.

In this session, James Cuthbertson, CRO at Relative Insight, and Scott Madden, senior partner, chief strategy officer at Connelly Partners, will discuss the need to bring an always-on mentality to consumer intelligence and customer experience.

The pair will highlight how to successfully approach tracking continuous mind-set shifts in both B2B and B2C consumers. They’ll share examples of how constant customer analysis produces informed decision-making as well as what you can do to shift from ad hoc processes to systematic programs.

Key Takeaways:

1. Why ad-hoc projects don’t create long-term business value and how you can morph one-time projects into repeating programs.
2. How you can use AI-powered text analytics software to pinpoint consumer mind-set shifts in near-time, whether through responses from survey feedback or by monitoring candid attitudes in online conversations.
3. How to get to the why behind the what and the impact this has on making decisions that lead to brand success.