Northwest Insights Summit

All Speakers

  • Julia Eschman - Nautilus

    Customer Experience Director , Nautilus

    Julia Eschman and Piper Smith are two members of a six-person customer experience team at Nautilus, inc. Julia has spent over 15 years as a researcher and designer, most of it in the fitness industry. She has a passion for qualitative research and great design and wakes up every day ready to fight to make people’s lives better through thoughtful products

    • You are Not the Customer: Barriers to Empathy and Research Methods to Overcome Them

      Fri. June 1, 2018
      10:15 AM to 10:45 AM

      Those in customer insights or customer experience fields frequently watch their organization make moves counter to the best experiences for customers. Often, this can be explained by the inability of the organization to empathize with their customers. In this session, we’ll tell you how we overcame a major blind spot we had in the customer experience for Bowflex customers. This case study will cover four major empathy barriers that created this blind spot and the research techniques that allowed us to overcome each one.

      Attendees of this session will learn the value of varying methodology to study the same issue from different angles, small changes in research that completely changed our view of the customer experience, and examples of insights that dramatically changed the focus of our organization. Attendees will also hear how the work of creating a more customer-focused organization is making our jobs and our products more meaningful.

      Empathy barriers we’ll discuss include:

      • Assuming the customer is “like me”
      • Survey invitations that dissuade those you need to hear from most
      • Relying on outcome metrics (like sales) to gauge the quality of customer experience
      • The truth can be hard to hear
  • Jacob Ayoub - Salesforce

    Senior Director of Customer & Market Insights, Salesforce

    Jacob is the Senior Director of Customer & Market Insights at Salesforce based in San Francisco, CA. He and his team are the chief customer evangelists and storytellers across all Salesforce solutions and represent who the customer is and what they care about by role, industry, market and geography. Salesforce uses the voice of the customer to drive product roadmap prioritization, marketing and branding, competitive positioning and customer retention and success strategies. 

    • Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce

      Fri. June 1, 2018
      7:40 AM to 8:10 AM

      Insights-driven businesses will make $1.2 Trillion in revenue a year by 2020. Why should you care? Because these insight-driven businesses are coming after your customers and your top line. Is your organization equipped to win and capture this growth?

      The secret to success is putting the power of customer insights to work. Jacob Ayoub will highlight the seven decisions Salesforce made to transform into a customer-obsessed culture. A culture that puts the customer at the center of all decisions – from the next breakthrough innovation to the corporate narrative shared on the Dreamforce stage. A culture that acts on 98% of research studies.

      What do the execs in your corner office need to know about your customers? How do you listen to your customers in a way that drives meaningful action and measurable results? What setbacks can you anticipate along the way? In this session, you'll get insights to these questions and more.

       

  • David Bauer - Hemispheres

    Partner, Hemispheres

    David Bauer has spent over twenty years exploring human perceptions and behaviors and their implications for business strategy. He strives to understand how both rational and emotional elements factor into people’s decision making. Based on this approach, he founded the consumer insights agency Hemispheres in 2003. Hemispheres is based on energetic Ballard Avenue in Seattle.

    • The Future is Virtually Here: Using Virtual Reality for More Engaging Research

      Fri. June 1, 2018
      8:40 AM to 9:15 AM

      Virtual reality technology is rapidly being developed and is attracting enormous amounts of funding. This technology will certainly affect the worlds of entertainment, news, gaming, healthcare, business, research and other areas in a profound way.

      This presentation will provide an overview of virtual and augmented reality and address how this technology will likely change marketing research practices. At least a few agencies have started using VR for research and this talk will explore some of these initial case studies. You will hear the perspectives from a variety of researchers as to how they see this technology being used in the coming years.

      This presentation will cover:

      • An overview of virtual, augmented, and mixed reality
      • Introduction to companies and technologies in this space
      • Show videos that demonstrate the possibilities of AR/VR
      • Discuss how this can be used for research now and in the near future
      • Suggest what facilities/platforms could do to embrace this technology
      • Discussion and sharing by audience about how they might use this in their practice
  • Madison Cuneo - Market Strategies International

    Senior Analyst, Market Strategies International

    Madison Cuneo is a Senior Analyst at Market Strategies International, where she conductsr esearch for the Technology, Telecommunications, and Consumer industries. Madison graduated from the University of Oregon’s Robert D. Clark Honors College with a bachelor’s degree in Business Administration and a concentration in Marketing. Conducting her senior thesis was where she first discovered the power of her own innate curiosity, which later brought her to the field of market research.

     

     

    • Measuring News Influence on Brand Health

      Fri. June 1, 2018
      1:30 PM to 2:00 PM

      When measuring brand health, we aim to identify how well or poorly a brand is doing in its industry and (hopefully) explain why. Typically, brand health studies focus on measuring things a brand can control, and therefore actively improve, to boost their brand health. However, this leaves a blind spot: outside factors. These are things a brand does not directly control but still may have a significant impact on brand health, such as changes in industry regulation, natural disasters, or media exposure. In this presentation I’ll discuss the influence of news coverage specifically on brand health. I’ll also share various approaches for measuring news impact based on our experience at Market Strategies.

      It’s not too difficult to find recent examples of news coverage that impacted brand health for various big-name brands. The trending #deleteUber hashtag in January of this year resulted in hundreds of thousands of people deleting their Uber accounts. President Trump’s use of Twitter both in his campaign and now as president influence Twitter users’ experience and perceptions. In February, Kylie Jenner’s comment about not using Snapchat anymore drove others to call into question the brand’s stability. And most recently, the data breach involving Facebook and Cambridge Analytica drove a campaign calling users to delete their Facebook accounts.

      Clearly, information about a brand gleaned from the news can change a respondent’s opinion for better or for worse, despite personal experience with the brand. I’ll share how we incorporate survey content to: measure the extent of news exposure (reach), identify what topics are trending, and gauge in which direction sentiment is moving as a result of news.

  • David Evans - Microsoft

    Senior Manager of Customer Research, Microsoft

    David holds a Ph.D. in social psychology and is a Senior Manager of Customer Research at Microsoft. There he influences the design and positioning of Office 365, Cortana, and the Office Graph.

    • The Ethics of Behavioral Design

      Fri. June 1, 2018
      3:15 PM to 4:00 PM

      In 2007, a remarkable group of students convened in the lab of Stanford psychologist BJ Fogg. During the semester, they applied his principles of behavioral design to build Facebook apps with hundreds of thousands of users and millions of dollars in revenue. The students went on to found Instagram, design Facebook, lead UX at Google, and publish bestsellers in behavioral design for habit-forming products. Fast forward to 2018, and many of them have doubts about the ethics of their methods. Hoping to sort out the strategy from the overreach, Microsoft’s Dr. David Evans, working with masters’ students in communication at the University of Washington, will speak on a fundamental set of ethical standards that can help designers align to human psychology rather than exploit it. The long-term business gains of doing so will be made clear.

  • Jared Fanning-Lytle - Redfin

    Customer Insights Manager, Redfin

    Jared Fanning-Lytle leads the Customer Insights Program at Redfin, which includes quantitative, qualitative, and data validation research. Jared's research informs key decisions at Redfin, such as how Redfin serves customers, what new businesses to invest in, and where to purchase advertising space. As the sole researcher at Redfin, he oversees every step of the process, from design, through strategic implementation of insights. Prior to joining Redfin, he worked as an analyst for Ipsos Market Research.

    • A Corporate Researcher’s Guide to Value: DIY tools, Vendors, and Doing More with Less

      Fri. June 1, 2018
      2:00 PM to 2:30 PM

      Jared Fanning-Lytle, Customer Insights Manager and sole researcher at Redfin will take you through his steps for leveraging DIY tools and efficient program planning to manage a research program that supports over ten different internal stakeholder teams from Product, to Marketing, to Field Operations.

      In this 30 minute session, you’ll learn how to effectively use DIY research tools and supplemental third-party tools to get the most capabilities for your budget. You will also learn techniques to reduce sample costs, minimize fielding time, and maximize insight distribution to your internal stakeholders. Vendors will gain a better understanding of how to add value to this emerging group of client-side research professionals.

      Strategies include:

      • Using DIY research tools to minimize vendor costs and maintain immediate access to data
      • Leveraging recurring studies as research vehicles to provide consistent value to internal stakeholders
      • Finding vendors who provide value in areas where you cannot, and focusing on those benefits
      • Working across teams with different goals, roadmaps, and experiences with the customer
      • Creating fast, widely-distributed insight reports to influence strategic decision making across large organizations
  • Anne Gale - T-Mobile

    Consumer Insights Manager, T-Mobile

    Anne Gale is a manager on the Brand, Consumer, & Market Insights team at T-Mobile USA.  The focus of her work is custom analytics of syndicated survey data to applications in new product innovation, brand, and positioning.

    Prior to joining T-Mobile, Anne worked on customer experience and user experience research at UnitedHealth Group.  She also spent time in research at System1 Research (formerly BrainJuicer) and McDonald’s Corporation. Anne earned a Bachelor of Science in Psychology from the University of Minnesota.

    • Millennials & the Un-carrier

      Fri. June 1, 2018
      2:00 PM to 2:30 PM

      Millennials have been living by their own set of rules with little regard for previous trends since 1977. Nowadays, marketers around the world want to get in this group’s good graces but few brands truly understand how these modern consumers operate.

      Enter the Un-carrier revolution.  How did T-Mobile use insights to craft their approach?  This session will summarize some key millennial trends as they apply to wireless and what T-Mobile is doing to capture this key consumer segment.

  • Sarah Garcia - UEGroup

    Lead UX Research , UEGroup

    Sarah Garcia has been a usability researcher since 2004, when she traded her marketing research hat for UX consultancy at UEGroup in San Jose. Since then, she’s had the opportunity to work with nearly 100 companies, help build two usability labs, conduct over 1000 research sessions and 100 ethnographic interviews--from operating rooms to living rooms.

    • This Makes Me Feel : Capturing and Measuring Emotions in UX

      Fri. June 1, 2018
      12:15 PM to 12:45 PM

      Newsflash: we all have feelings. We experience them all the time, and those feelings are heightened when using a new product. The “feelings” or emotional experience is an important piece in the overall user experience of a product, but it is also an elusive piece. How to best capture the emotional experience is an important question in the field and UX professionals are tackling it in a number of different ways. In this talk, we will present our journey at UEGroup to understand how to best capture and quantify emotions in a lean way. Listen to seasoned UX researchers discuss how we settled on using a self-reporting tool, and compare it to other methods of emotion capturing.

  • Marla Gomez - Intel

    Experience Research Manager and Strategist, InteI IT, Enterprise Business Solutions

    Marla Gómez is the Experience Research Manager/Strategist for Intel’s Enterprise IT division. She has 15+ years experience in experience research and a Master of Science in Human-Computer Interaction from the University of Michigan. In her early career, Marla did research and design of internal systems including prototyping live, working websites. She moved into research and product strategy after realizing  project insights were too late in the cycle to truly influence overall strategy and decision-making.

    • Enabling Customer-Centricity - Starting Experience Health Index

      Fri. June 1, 2018
      8:10 AM to 8:40 AM

      2017 was a pivotal year for Enterprise IT in becoming more experience-driven. We’ve been dabbling at the edges of being more experience driven for the past 4 years but had not quite had “the breakthrough” where it just became part of our DNA. It began with a renewed Enterprise IT strategy that now included “experience” as a key priority and my efforts to convince executive decision-makers that in order to get there, we needed a pretty big transformation in how we working today. We made some inroads. But what truly started transforming the organization was when we moved towards defining and driving metrics around experience and new leadership. Up until then, most of the IT metrics were very operational. I had created an Experience Health Index metrics strategy and ran some Experience Health Scorecard POCs with some of the larger products we deliver to Intel employees. It had a variety of qual and quant metrics on it. Everyone was enthusiastic, both product owners and our experience designers and researchers. The big a-ha was that while qualitative insights are nice, numbers talk and resonate with decision-makers!

      This talk will provide a high-level journey timeline and talk through the different phases that we’ve been through as well as where we are at today. I will present the case for why and how quantitative experience metrics can open the door for other types of insights and measurement (and be a place to start in getting your organization using your insights). I will summarize learnings that may help other organizations move faster in their journey and what are key components to success. I will also discuss the initial proposed metrics framework, the early Experience Health Scorecard and its metrics, and where I’m influencing to where we should move to in the future.  In addition, this work and our overall transformation helped influence a new big effort that will start with user segmentation and insights (a huge win!) to drive the initial strategy. In this effort, we will easily wrap in experience metrics from early strategy days and use insights as a key component of ongoing strategies and solutions.

  • Nika Kabiri - Radius, GMR

    VP, Radius GMR

    Nika has extensive experience studying attitudes and behaviors of consumers that pertain directly to business performance. She has worked with many companies on product optimization, product innovation, brand positioning, product-brand fit, messaging, marketing, and advertising. Her expertise is in providing “a-ha” insights that drive real strategy, shape consumer culture, and facilitate business growth. Before her tenure as a consumer insights and market research specialist, she was an academic researcher of social attitudes and behavior, with a focus on politics and culture.

    • End-to-End Innovation: How Innovative Research Methods Can Drive Innovative Products

      Fri. June 1, 2018
      10:45 AM to 11:15 AM

      Everyone wants to come up with the next big idea. But it’s not always easy to do. Inspiration is only part of it: a solid product design strategy and custom-fit research solutions can together help you shape your product into one that is a safe bet in the marketplace. In this talk we will cover:

      1 – How to attack new product innovation as a product manager, from start to finish

      2 – How innovative research techniques fit into the end-to-end product innovation pathway

      3 – What pitfalls to avoid while innovating

      4 – How new product development and your overall brand fit together

       

      Radius logo

  • Mark Menig - Pure Spectrum

    COO, Pure Spectrum

    Mark has 15+ years of experience in global business leadership, corporate entrepreneurship, and technology innovation.  He has worked passionately within the industry (GMI, MarketTools, SurveyMonkey, TrueSample) building businesses, tools, and gathering evidence to improve data quality. In his current role as COO of PureSpectrum, he oversees marketplace operations (including data quality), suppliers, marketing, and product.

    • Tread Carefully, A Journey to the Center of the Dark Web

      Fri. June 1, 2018
      1:30 PM to 2:00 PM

      As an industry, we often think we’ve seen it all when it comes to the fraudulent activity that threatens our sample sources.  After all, most sample companies have dedicated teams focused on quality-control as well as various mechanisms and technologies to mitigate risk.  But, do we really know how bad it is?  Do we understand the origin of fraud or do we simply react when it makes its way into our sources/data? 

      My discussion will take the NWIA audience on a unique, live demonstration of the Dark Web and uncover the true epicenter of fraud. Together, with participation from the audience, we will explore what’s lurking behind the curtains.  I will share my unique perspectives on the web’s current landscape and explore the various permutations of fraudulent activity including human coordinated fraud, bots, and artificial intelligence.  Using a live polling feature on their mobile phones (no download required!), the audience will be able to actively participate in the discussion.

  • Michelle Mere - Salesforce

    Director of Product Insights, Salesforce

    Michelle joined Salesforce in 2004 and has held a variety of roles in her tenure, including Sales, Customer Success Management, and Business Process Management. Now, as the Director of Product Insights at Salesforce based in San Francisco, her focus is taking multiple sources of customer feedback to produce actionable insights that drive product priorities. These insights are based on engaging customers through advisory boards, the IdeaExchange, and our own employees. The goal is to infuse the voice of the customer into our product roadmap.

    • Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce

      Fri. June 1, 2018
      7:40 AM to 8:10 AM

      Insights-driven businesses will make $1.2 Trillion in revenue a year by 2020. Why should you care? Because these insight-driven businesses are coming after your customers and your top line. Is your organization equipped to win and capture this growth?

      The secret to success is putting the power of customer insights to work. Jacob Ayoub will highlight the seven decisions Salesforce made to transform into a customer-obsessed culture. A culture that puts the customer at the center of all decisions – from the next breakthrough innovation to the corporate narrative shared on the Dreamforce stage. A culture that acts on 98% of research studies.

      What do the execs in your corner office need to know about your customers? How do you listen to your customers in a way that drives meaningful action and measurable results? What setbacks can you anticipate along the way? In this session, you'll get insights to these questions and more.

       

  • Dawn Merrill - Dave's Killer Bread

    Product Innovation Manager, Dave’s Killer Bread

    Dawn currently works as the Product Innovation Manager for Dave’s Killer Bread. Her role allows her to drive projects through the innovation cycle – from idea to commercialization. She is a credited Certified Food Scientist (CFS) with a background in research and development and new product ideation. Dawn is highly involved in using consumer research to gain valuable insights that enable fact-based decision making when initiating big product launches.

    • End-to-End Innovation: How Innovative Research Methods Can Drive Innovative Products

      Fri. June 1, 2018
      10:45 AM to 11:15 AM

      Everyone wants to come up with the next big idea. But it’s not always easy to do. Inspiration is only part of it: a solid product design strategy and custom-fit research solutions can together help you shape your product into one that is a safe bet in the marketplace. In this talk we will cover:

      1 – How to attack new product innovation as a product manager, from start to finish

      2 – How innovative research techniques fit into the end-to-end product innovation pathway

      3 – What pitfalls to avoid while innovating

      4 – How new product development and your overall brand fit together

       

      Radius logo

  • Shauna Pettit-Brown - Cambia Health

    Consumer Insights Manager, Cambia Health

    For 15+ years, Shauna has been bringing the voice of the customer to her clients working on both the client and consultant sides of the research industry. In her current role, Shauna is a Consumer Insights Manager at Cambia Health Solutions and is focused on exploring opportunities for Cambia to empower consumers to manage their health and well-being. Shauna’s professional experience is a mashup of disciplines including design research, user experience, and market research.

    • Working on Agility

      Fri. June 1, 2018
      12:45 PM to 1:15 PM

      A researcher’s perspective on the opportunities and challenges of meeting the needs of an Agile product development team

  • Christopher Robson - Deckchair Data Science

    Principal, Deckchair Data Science

    Chris Robson in founder and Principal at Deckchair, a Data Science consultancy focused on Data Strategy and Team Development. Prior to that he was Chief Innovation Officer and Head of Research Science for ORC International. Before that he was Co-Founder of Parametric Marketing, an analytics and methodology consultancy. In his career he has held various senior technical and marketing positions at small and huge companies. He confesses to being a total nerd and is never happier than when he is elbows deep in code.

    • Let's Do Some AI

      Fri. June 1, 2018
      9:30 AM to 10:15 AM

      We have all read many articles and seen presentations on the importance of AI. We are all familiar with Alexa, and Self Driving Cars, and social media ‘bots’. But what is the relevance to Research and Insights – and, what does it look like to actually apply some AI?

      In this presentation Chris will attempt – without a safety net – to actually build and run a small example of AI in action in front of you. This won’t be just a series of slides, but an actual demonstration of training and running a Machine Learning Algorithm.

      They say never work with children or animals, but we will get up to our necks in Pythons and Pandas – and if those mean nothing to you today then this is the perfect talk for you.

      While we will be demonstrating some pretty advanced technology, there is no need for you to know anything prior to this. Whether you are a technical type or totally digitally challenged you will be able to see the power that these new capabilities bring.

  • Jennifer Sacks - Salesforce

    Director, Customer & Market Insights, Salesforce

    Jennifer is a member of the Customer & Market Insights team at Salesforce, which focuses on amplifying insights that drive product priorities, marketing collateral and go-to-market strategy. She is also responsible for the Salesforce ideation platform, the IdeaExchange, which has delivered more than 2000+ customer-driven ideas to the Salesforce roadmap. Previous roles at Salesforce include designing a variety of customer success and enablement programs.

    • Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce

      Fri. June 1, 2018
      7:40 AM to 8:10 AM

      Insights-driven businesses will take $1.2 Trillion in revenue a year by 2020. Why should you care? Because these insight-driven businesses are coming after your customers and your top line. Is your organization equipped to win and capture this growth?

      The secret to success is putting the power of customer insights to work. Jennifer Sacks & Brandon Walker will highlight the 7 decisions Salesforce made to transform into a customerobsessed culture. A culture that puts the customer at the center of all decisions – from the next breakthrough innovation to the corporate narrative shared on the Dreamforce stage. A culture that acts on 98% of research studies.

      What do the execs in your corner office need to know about your customers? How do you listen to your customers in a way that drives meaningful action and measurable results?

      What setbacks can you anticipate along the way? In this session, you'll get insights to these questions and more.

  • Piper Smith - Nautilus

    Julia Eschman and Piper Smith are two members of a six-person customer experience team at Nautilus, inc.  Piper has a social science background and more than five years as a customer experience researcher. She loves getting neck-deep in a dataset or customers’ experiences with products and then translating what she learns for a wider audience.

    • You are Not the Customer: Barriers to Empathy and Research Methods to Overcome Them

      Fri. June 1, 2018
      10:15 AM to 10:45 AM

      Those in customer insights or customer experience fields frequently watch their organization make moves counter to the best experiences for customers. Often, this can be explained by the inability of the organization to empathize with their customers. In this session, we’ll tell you how we overcame a major blind spot we had in the customer experience for Bowflex customers. This case study will cover four major empathy barriers that created this blind spot and the research techniques that allowed us to overcome each one.

      Attendees of this session will learn the value of varying methodology to study the same issue from different angles, small changes in research that completely changed our view of the customer experience, and examples of insights that dramatically changed the focus of our organization. Attendees will also hear how the work of creating a more customer-focused organization is making our jobs and our products more meaningful.

      Empathy barriers we’ll discuss include:

      • Assuming the customer is “like me”
      • Survey invitations that dissuade those you need to hear from most
      • Relying on outcome metrics (like sales) to gauge the quality of customer experience
      • The truth can be hard to hear
  • James Sorenson - Kantar Consulting

    EVP, Shopper Insights, Kantar Consulting

    James Sorensen is one of the top thought leaders helping to shape the future of retail and shopping.  He helps his clients turn shoppers into buyers through innovative and pragmatic research solutions that lead to unique insights that drive growth. James specializes in the technology/telecom, retail and FMCG sectors.

    James speaks regularly about the future shopper at industry conferences and forums.  His approachable and entertaining style is engaging and his deep understanding of shopper behavior leaves the listener with practical ways to improve their business.

    • Winning the Omni-Channel Shopper

      Fri. June 1, 2018
      2:30 PM to 3:00 PM

      Today’s empowered shopper is willing to opt out of shopping routines that are not gratifying or do not make life simpler. At the same time, key retailers are investing heavily in services to go beyond and even moving to sell consumables online. This perfect storm of shifting shopper preferences and retailers pivoting into online and omnichannel fulfillment has set up 2018 to be a major inflection point to move ecommerce beyond books, music, apparel and we expect to see a big shift for consumables.

      In this presentation we will share trends and insights about the changing omni-channel shopper and how they are engaging with ecommerce.  You will learn what big and small brands are doing to win the changing shopper and how you can work with Amazon to grow your business.

  • Norman Stolzoff, PhD - Ethnographic Insight

    President, Ethnographic Insight

    Dr. Norman Stolzoff is an expert in the study of culture and consumer behavior with over 15 years of ethnographic research experience. He received a B.A. in anthropology from Stanford, and a Ph.D. from UC Davis in Cultural Anthropology. Prior to founding Ethnographic Insight, he taught anthropology at San Francisco State University and Bowdoin College. He is the author of the critically acclaimed book Wake the Town and Tell the People: Dancehall Culture in Jamaica

    • The Ethnographic Mindset and the Path to Customer-Centricity

      Fri. June 1, 2018
      2:30 PM to 3:00 PM

      The talk will introduce the audience to the ethnographic toolkit and how it has been applied to consumer insights research including examples drawn from a recent case study with New York Life.  In so doing, I will make the case that the power of anthropological thinking goes beyond its tools.  Ultimately, the value of ethnography is the way it promotes a cultural paradigm shift from corporate to customer-centricity. 

  • Brandon Walker - Salesforce

    Manager, Customer & Market Insights, Salesforce

    Brandon is a member of the Customer & Market Insights team at Salesforce who is focused on strategic custom research initiative across the organization, bringing insights to every step in the product development process from ideation and innovation through go-to-market strategies and communications planning. He is a champion for research innovation within the organization, identifying agile and creative solutions to provide insights at the speed of Salesforce.

    • Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce

      Fri. June 1, 2018
      7:40 AM to 8:10 AM

      Insights-driven businesses will take $1.2 Trillion in revenue a year by 2020. Why should you care? Because these insight-driven businesses are coming after your customers and your top line. Is your organization equipped to win and capture this growth?

      The secret to success is putting the power of customer insights to work. Jennifer Sacks & Brandon Walker will highlight the 7 decisions Salesforce made to transform into a customerobsessed culture. A culture that puts the customer at the center of all decisions – from the next breakthrough innovation to the corporate narrative shared on the Dreamforce stage. A culture that acts on 98% of research studies.

      What do the execs in your corner office need to know about your customers? How do you listen to your customers in a way that drives meaningful action and measurable results?

      What setbacks can you anticipate along the way? In this session, you'll get insights to these questions and more.