Giving Customers a Voice in a World Full of Numbers

"We live in uncertain times. Technology changes very rapidly. Business models evolve almost overnight. To top it off, we are in the midst of a global COVID-19 pandemic which changed how people interact with each other and with businesses on a daily basis. Some of the most hotly debated topics in business circles are about whether the pandemic has changed customers’ needs, behaviors, and attitudes for good or whether there will be a return to a pre- pandemic “normal”.

This time of uncertainty is dominated by the rise of big data, data science, machine learning, and algorithms. On the other hand, many businesses strive to create customer loyalty and increase Customer Lifetime Value (CLV) by creating products and services which are personalized, tailored, evoking emotional connections with customers.

In this talk I will try to convince you that these two trends -the fascination with big data, statistical averages, and algorithms, on the one hand, and the quest for cultivating lasting customer loyalty based on positive emotional experiences, on the other - are in opposition to one another and create inherent tension. This tension needs to be resolved by any business which wants to win the hearts and minds of the customers of today and tomorrow.

In other words, businesses cannot create products and services that result in remarkable customer experiences and cannot hope for meaningful customer loyalty until they understand and treat customers as people instead of just numbers.

What you will learn:

  • The role of customer trust in loyalty and customer lifetime value

  • How to build your own VOC program

  • Busting some common customer-related myths

  • The Zappos journey to give customers a voice

  • Lessons learned"


Alex Genov
Head of Customer Research and Marketing Insights,