In many organizations, data is abundant but influence is scarce. Quantitative metrics dominate strategic discussions with qualitative insights – the human side of the story – are neglected. The result can be that decisions miss the real reasons for customer churn and, therefore, opportunities to reduce it.

In this session, our CX expert and author will challenge the idea that pure numbers are enough, showing how to combine rigorous data with storytelling to ensure executives listen and act.

Drawing on real-world experience, we’ll explore how to turn unstructured feedback into actionable insights that resonate with numbers-driven leadership cultures. We will dive into the psychology of executives and the politics of decision-making, focusing on how to speak the language of the business while representing customers.

Attendees will learn:

• How to quantify qualitative data at scale and tie it directly to business impact.
• Techniques for turning insights into persuasive, accessible stories that resonate with senior stakeholders.
• Strategies to align research with organisational priorities, build executive buy-in, and drive real change.