Unlocking Insight with Customer Surveys, Tessitura's Innovator Series

Описание: Becky Loftus, Head of Audience Insight for Royal Shakespeare Company presents her talk "Unlocking Insight with Customer Surveys" in this Innovator Series video from http://www.tessituranetwork.com.

With all the hype around "Big Data" as the key to understanding customers, it might be easy to fall into the trap of thinking that a few good database queries are all you need to answer important questions for your organization. Data analysis does provide incredibly useful information, but it's only one of the tools the Royal Shakespeare Company uses to understand customer experience and the impact of their programming. Becky talks about the critical role of customer surveys in unlocking insight and illustrates this with examples of the unique value of this method of discovery.

Becky's role at the Royal Shakespeare Company in Stratford-upon-Avon, UK sees her taking the lead on researching audiences and visitors as well as all things CRM and database analytics. She has worked in the arts for only the past three years, but brings with her experience from the commercial market research sector having worked with companies such as Coca-Cola, Johnson & Johnson and Danone as well as spending 10 years working as a consumer insight specialist at Jaguar Land Rover. She is passionate about using her creativity to bring data to life and tell stories rather than just delivering numbers.

Tessitura's Innovator Series is an ongoing program of brief & inspiring presentations by industry innovators, each focused on a single theme to advance insight and innovation in the business of arts and culture.

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