Consumer closeness: Driving faster, more confident decision making from boardroom to service frontline by elevating insight with human understanding

Room 1 | 3:30 pm - 4:00 pm | Thursday, February 23, 2023

Behind every great brand is a deep understanding and empathy for the customer. To create and deliver for customers, brands must understand what they want and how they think feel and act in their shoes – faster than ever before.

Amazon’s meteoric rise to becoming the world’s largest retailer was driven by creating a culture driven by continuous customer obsession. As Jeff Bezos wrote “Consumers are divinely discontent…People have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ‘ordinary.”

It’s difficult to trade on decisions that are driven by only insights, facts and data alone without the human understanding. Customer Closeness helps cut through the data to a deeper level of understanding. By developing customer intuition stakeholders illuminate a clear way forward.

Ellie Inman has driven consumer centricity for brands such as Sky and John Lewis and Partners, creating business action and driving powerful cultural shift.

Learn how Closeness can elevate the power of insight to get stakeholders further, faster – and drive action which builds more compelling brands.

Key takeaways:

1. How to build a dynamic, engaging Closeness Program for stakeholders from the boardroom to service frontline.
2. How everyone in your organization can develop customer curiosity, putting the consumer at the heart of everything you do.
3. How to measure the impact, success and ROI of a Closeness program.

Consumers Methodologies