Insights from the Masters of Experience will feature video interviews with some of the brightest minds in CX and customer insights who will be sharing their insights, discussing trends, and addressing challenges within the industry.

What do you think people in the industry are most keen to understand in 2023?

Rashmi: Most people want to know how to adapt artificial intelligence in the field of CX, but also for insights and how to best use it effectively and responsibly.

How do you go about ‘closing the feedback loop’?

Rashmi: When it comes to closing the loop, we have a three tier process. First of all, we do an overall high-level insights and actions – which is shared with everyone. And that focuses more on continuous improvement of our services and products and that’s based on identifying root cause. Secondly, we go back closing the loop with individuals. We follow-up with individual members to fix any immediate issues. Last but not the least, it’s the one where we do strategic partnerships with our stakeholders and that’s for solving more long-term problems for our members.

What do you think is the most unique about the RAC WA approach to Customer Insights?

Rashmi: Most of our program is conducted in house. We have one of the largest online access research panels in Western Australia and we have a very high response rate as compared to the industry standards. That’s driven mostly by our member-friendly design approach. Secondly, at RAC we are a club, so we don’t just collect insights for driving commercial outcomes but voice of member team plays a critical role in giving members the opportunity to actively engage and participate in the club activities. And as a result they’re able to influence our decisions and also contribute to our social agenda as well.

Is survey design something that can continue to be relevant and how do we keep it fresh?

Rashmi: Survey design can continue to be relevant. It’s the most fundamental method of collecting data and insights. However, like any other methodology, survey design should evolve and adapt to the changes in technology, in communication trends, and also any other changes in the society. For example, surveys have to become shorter and more engaging, more visually appealing, especially those targeting younger audience. I see surveys becoming more responsive, more conversational.

What’s your advice to Australian insight professionals who want to be the best in the business over the next few years?

Rashmi: I would say be open to trying new approaches, experiment with new strategies and, when it comes to CX or insights, it’s never one size fits all. So it’s important to remain open minded, embrace technology, and put customers at the centre of everything we do.

How do you see AI playing out in insights over the next 12 months?

Rashmi: AI will shape pretty much everything that we do in research. Research methodologies in terms of how we collect data and how we design our projects, but also how we analyse data and present and size. Surveys will be more conversational, analysis will be a lot faster and more efficient, as compared to traditional methods. There will be a lot of automation and integration and I see us doing a lot of root cause analysis with the help of AI.

How would you describe yourself in three words?

Rashmi: I would describe myself as a curious and insightful researcher. I guess that’s three words.

What are you most looking forward to about Customer Connect 2023?

Rashmi: So I’m really looking forward to connect with the industry leaders and I want to understand the direction that customer experience and insights are heading in.

Customer Connect, 9 November 2023, will bring together 150 of the region’s most influential CX and customer insights leaders to examine this new era of how we must understand and connect with our customers to deliver an experience that sets us apart from the competition. The two track programme, with dedicated CX and Customer Insights programmes, will feature inspiring international keynotes, insightful panel discussions, the best local case studies and lots of opportunity for peer-to-peer learning and conversation..