The “Better Why” Conference

An event for insights leaders and customer activists hosted by C Space, The Customer Agency

September 24, 2020

Keynote: Change, choice and the battle to stay relevant

In an era of hyper-dynamic competition, in a world of nearly limitless choice and in a post-COVID landscape why should customers choose your brand?

Choice is a powerful force, but not always entirely rational. It’s no longer enough to have a superior product and a frictionless experience – you need to speak your customers’ language, share their values, make them feel smart and proud for choosing your brand. Choice is a powerful force, but not always entirely rational. It’s no longer enough to have a superior product and a frictionless experience – you need to speak your customers’ language, share their values, make them feel smart and proud for choosing your brand.

To develop this degree of strategic customer intuition, you need The Better Why.

Panels: Leveraging strategic insight to drive relevance

Insights leaders tell us that they have an increasingly specific picture of ‘what’ is happening but what they lack is a clear understanding of ‘why’ things are happening and therefore, critically, the ability to know the right actions to take.

Today, how can insights build, own and activate a shared customer truth that can unify their organizations and galvanize change?

The Data Conundrum

As different forms of data proliferate across the business (and are more accessible than ever), every department has an answer to ‘the customer’ – and yet, the customer sees the organization as one company, one experience. In this session, insights leaders share some of the innovative ways they are creating a shared understanding of the customer, across the organization. Explore and discuss how your peers are getting traction with what they know; share ideas for ways to get the organization to pay attention; and celebrate examples of the customer-centric change that insights departments are helping to lead.

Key themes include:

  • How to create cut-through and drive strategic decisions, in moments where every department has a version of the truth
  • How to put your expertise to work for the business (and your department) to create breakthrough insights
  • How to create buy in around your version of the truth

Democratize to Prioritize

The customer is now increasingly seen as a part of everyone’s job, which can be both empowering and worrying to an insights function. Hear where your peers have had success in bringing customers into the organization in unique and meaningful ways, how you can ensure the integrity of insights that are created when more people have access to tools and customers. We discover how democratizing the job of “insights” can free up insights leaders to do the work that is the most impactful.

Key themes include:

  • How to find the balance between opening up access to customers and ensuring research integrity
  • How to talk to the business in a more meaningful way
  • How to deploy the customer as a source of competitive advantage – transitioning from insight as a form of validation to insight as the headlights of the organization

Timing is Everything

The timeline on critical business decisions continues to accelerate. Decisions need to be made in hours not weeks, and if you have no input to give, decisions get made with the customer (and without the insights function). Join this discussion where we dig into how insights leaders are effectively positioning themselves as strategic partners to the business and ensuring the customer is a part of the most critical decisions.

Key themes include:

  • How to qualify the need and the speed
  • How to embed into the business, drive speed and build relationships
  • How to accelerate response times through planning frameworks that provide direction and flex
  • How to land the brief and push for more answers from the business

Defining What Better Business Means

Individual consumers have more power than ever, and they will no longer put up with companies that don’t share their values. Insights is uniquely positioned to drive an agenda that defines success for business as inclusive of, but more than top line growth. Join this discussion to hear stories of how your peers have been bold and led the way in the fight for inclusion and diversity in insights and more broadly in business.

Key themes include:

  • How to find the balance between opening up access to customers and ensuring research integrity
  • How to talk to the business in a more meaningful way
  • How to deploy the customer as a source of competitive advantage – transitioning from insight as a form of validation to insight as the headlights of the organization