What Do Your Customers Really Value? Turning Insight into Better Business Decisions

Businesses make decisions every day about their products, services, pricing and priorities, but those choices are not always based on a clear understanding of what customers and clients genuinely value. Assumptions can build up over time, from why someone chooses your business in the first place to what influences whether they buy, appoint, return or recommend you. Rather than turning customer insight into a large research exercise, this session will focus on what businesses can learn through everyday activity: client conversations, feedback, enquiries, complaints, lost opportunities, repeat business and the reasons work is won or lost. Attendees will explore how to recognise useful signals, understand what matters most to the people making buying or appointment decisions, and use that insight to strengthen their proposition, improve the customer or client experience and make better commercial decisions. The aim is to help businesses stay closer to their market and respond as expectations and priorities change.