What to expect at the Summit

Over three days of workshops, sessions and keynotes, you'll discover
how the world's leading brands build deeper relationships
with their customers to make better decisions.

Workshops take place at the Willard InterContinental Washington, D.C., just across from the Summit venue.


September 12, 2018
The Willard InterContinental Washington
1401 Pennsylvania Ave NW,
Washington, D.C. 20004
Room information will be sent to registered workshop attendees via email


13:00 - 16:30

Uncovering solutions and new opportunities for your insight community

Get ideas on how to solve your own challenges on building and managing an insight community. Through a speed consulting format, you will collaborate with peers and Vision Critical experts, leaving with an action plan to take your insight community to the next level.


13:00 - 16:30

Reprogramming your research mindset

Explore ways to future-proof your role in research and adapt your skills to the needs of organizations today. Through individual activities, peer-to-peer discussions and presentations from Vision Critical experts, you will discover how to transform the way you gather and deliver customer intelligence.


13:00 - 16:30

Maximizing the value of Sparq

A hands-on product session for current Sparq users. Work with Vision Critical experts to explore specific product features that will help you maximize the value of Sparq. Uncover innovative ways of learning about the attitudes, actions and intent of your customers, and sharing that insight to both your stakeholders and community members.


Avoid disappointment—register early

The first step is to secure your ticket for the Customer Intelligence Summit. When you register for Summit, you'll have the opportunity to reserve a seat for one of our workshops.


07:00 - 07:30

Run Club



Registration opens


08:00 - 09:00

Birds of a feather breakfast


09:00 - 09:20

Opening keynote


09:20 - 10:00

Product keynote


10:00 - 10:10

Spotlight on Visionary Award winners for Product Innovation and Customer Experience


10:10 - 11:00

networking break


11:00 - 11:40

Keynote: Unlocking the power of strategic storytelling

Award-winning columnist, author and national champion storyteller Kindra Hall reveals effective and proven ways of making your stories more strategic and impactful. Kindra’s keynote will provide concrete ideas on maximizing storytelling techniques to ensure that the customer intelligence you get from your insight community makes a bigger impact as you share it with your stakeholders and decision-makers.


11:40 - 11:50

Spotlight on Visionary Award winners for New Community and Business Transformation


12:00 - 12:45

Inspiring transformation by delivering insight to the edges of your organization

Building an insight-driven organization requires empathy for the customer—who they are, what they care about and how to best serve them. Customer intelligence can help create this empathy and build a customer-centric culture. In this session, you will learn how to use Stakeholder Hubs to extend the reach and influence of customer intelligence and transform research into a driver of corporate strategy.


12:00 - 12:45

Lessons Learned Track: Delivering insight in every step of product development

VMware, a leader in cloud and business mobility and pioneer of virtualization technology, uses a B2B insight community to engage with customers and partners to improve loyalty, NPS and advocacy. VMware used the community to develop its Skyline product, incorporating customer feedback from initial research through product development, implementation and ongoing innovation.

Join Product Innovation Visionary Award winner VMware in this interactive session to learn how to:

  • Drive innovation to improve customer satisfaction and reduce customer support requests
  • Enhance collaboration between product development and research teams
  • Effectively engage B2B customers and measure your success


12:00 - 12:45

Advanced Track session


12:45 - 14:15

Birds of a feather lunch


14:15 - 15:00

Maximizing the business value of your Relationship Memory

The Sparq platform allows brands to ask, collect and discover the most important information about every customer. It aggregates this data into unified profiles, Relationship Memory, that can be leveraged by decision makers and applications across the enterprise. In this session, you will learn how to operationalize, aggregate and integrate Relationship Memory across your organization and unlock the full potential of the Sparq platform.


14:15 - 15:00

Lessons Learned Track: Elevating customer experience as a strategic priority

Cleveland Clinic is not only a pioneer in medical advancements but also in customer experience. Over 10 years ago, to support the organization-wide mandate of “Putting Patients First,” Cleveland Clinic was the first healthcare organization to hire a Chief Experience Officer, develop an Office of Patient Experience, and launch an insight community. Today, over 70 departments use the community to improve the end-to-end patient and caregiver experience. This interactive session is for all companies that use customer intelligence to improve the experience of their customers.

Join CX Visionary Award winner Cleveland Clinic for an engaging discussion on improving every aspect of the customer journey and to learn how to:

  • Use community feedback to shape both strategic and tactical elements of the customer experience
  • Expand your community’s impact and deliver more value to the business
  • Activate internal stakeholders to drive the business towards customer-centricity


14:15 - 15:00

Advanced Track: Tools of the trade from customer success professionals

Explore new ways of maximizing the strategic value of your insight communities with members of the Vision Critical customer success team. This is a collaborative session—we invite you to bring your ideas to share with other attendees.

This session will explore:

  • Proven strategies to engage your community members
  • Effective tactics when collaborating with stakeholders and executives in your company
  • Innovative ideas to explore and discover with your insight community


15:05 - 15:50

Leveraging new Sparq innovations to boost member engagement

Your insight community becomes more valuable as community members become more engaged and active in community activities. This session will explore best practices and new tips on boosting engagement, including a deep dive into the recently released Member Hubs.


15:05 - 15:50

Lessons Learned Track: Driving business transformation and monetizing your community

As the world’s leading social video service and community for gamers and an array of emerging content surfaced by its users, Twitch is a leader in making business decisions rooted in user feedback. Through its award-winning insight community, the company has access to an audience that is typically hard to reach and engage with--predominantly male gamers under the age of 34--proving community feedback not only strengthens audience relationships, but also helps deliver more value to partners and drives bigger deals.

Business Transformation Visionary Award winner Twitch will share in this interactive session how to:

  • Engage Generation Z and Millennials effectively and at scale
  • Integrate various research data sources to get a clearer picture of customers
  • Create a new revenue stream by monetizing communities


15:05 - 15:50

Think like a marketer: Secrets of engagement and recruiting


15:50 - 16:20

Networking break


16:20 - 17:05

The CMO's new mandate and what that means for market research


17:05 - 17:15

Spotlight on Visionary Award winners for Marketing and APAC Visionary


18:00 - 23:00

Evening event


07:00 - 07:30

Run Club


08:00 - 09:00

Networking breakfast


09:00 - 09:10

Spotlight on Visionary Award winners for Marketing and 10+ year VC customers


09:10 - 10:10

Special Presentation


10:10 - 10:40

Networking break


10:40 - 11:25

Unlocking the strategic value of open-ended feedback

Customer intelligence isn’t just about collecting data points—it’s about hearing and embracing the authentic voice of the customer. This session will demonstrate how you can use the Sparq platform to turn open-ended feedback into richer insight you can use to improve the customer experience and make smarter business decisions.


10:40 - 11:25

Lessons Learned Track: Using customer intelligence to give your marketing team strategic “wings”

Red Bull invented the Energy Drink Category 30 years ago and is a global beverage, media, marketing and sports powerhouse known for its slogan “Red Bull give you wings.” The company’s North American division uses an insight community to deliver insight to stakeholders, better understand the competitive landscape, and shape various aspects of its retail marketing strategy. Today, retail marketing initiatives created by Red Bull North America are shaped by the voice of the customer, pinpointing strengths that the brand should capitalize on and helping drive sales in the region. Marketing teams are now more aware of the competitive landscape and are armed with insights to use in the marketplace, and the community has opened communication to previously siloed areas of the organization.

Join Marketing Visionary Award winner Red Bull North America in this interactive session to learn how to:

  • Combine your understanding of customer attitudes and opinions by validating internal research and transactional data to make better marketing and retail decisions
  • Collaborate with sales and marketing leaders and speak with authority to guide strategy with insight
  • Engage Millennials in a way that remains true to your brand


10:40 - 11:25

Advanced Track


11:30 - 12:15

AI now: Using machine learning to improve your customer intelligence

The age of machine learning and artificial intelligence is here. Join this session with our data science experts to learn how AI will transform the future of the intelligence-gathering process, how the latest Customer Relationship Intelligence Science (CRIS) innovations can accelerate your insight practice and what we are planning for the future.


11:30 - 12:15

Lessons Learned Track: Maximizing your new community’s impact in 12 months or less

A global leader in mobile entertainment, Jam City is the creative powerhouse behind some of the highest grossing social gaming franchises, including Cookie Jam (Facebook “Game of the Year” winner) and Harry Potter: Hogwarts Mystery. In 2017, the company launched an insight community to better understand the attributes, behaviors and preferences of its players. In less than a year, the community has yielded a tremendous amount of data, influencing decisions around game development, new product lines and in-game events.

Winner of the New Community Visionary Award, Jam City will lead an engaging discussion on the following topics in this interactive session:

  • Ramping up a new community quickly and delivering early wins to your organization
  • Integrating your community with other data sources
  • Using customer feedback to reduce risks for stakeholders in product development and customer experience


11:30 - 12:15

Advanced Track: Selling your value to the business: Tips on effective pitching from a sales master

Adopting strategies from sales professionals can help you better communicate the value of customer intelligence to your business leaders.

Join a sales leader in this session to learn how to:

  • Demonstrate the ROI of customer intelligence in a way that resonates with C-suite executives
  • Determine the functional and aspirational ROI of your insight community
  • Showcase how customer intelligence helps reduce business risks


12:15 - 12:45

Networking break


12:45 - 13:30

Seth Godin closing keynote


13:30 - 13:35

Summit recap video


13:35 - 15:00

Lunch and Meet & Greet with Seth Godin