Where Technology Meets Client Sentiment Analysis
At the MRMW EU 2023 conference, Gabriela Tennhard, Global Head of Market & Strategic Insights at HSBC, will speak about her insights on the pivotal role of technology in understanding client sentiment. Spanning from APAC to the Americas, her experiences highlight the transformative power of analytics. In this speaker interview, we’ll go into her key takeaways and see what else Gabriela has been up to.
MRMW: Without giving too much away – what is the core message of your talk at MRMW EU and what would you like delegates to remember?
Gabriela: How important new technologies are in assessing client trends and sentiment. It is also important to understand how the client operates, where analytics and tech are a game changer.
MRMW: How has this impacted your own work and your organisation?
Gabriela: We did not use analytics at the beginning, where we only relied on client feedback through our client teams. This was helpful, but did not give us a full picture of global interest, as my team works across APAC, EMEA and the Americas. I was only able to adjust our offering with a limited view on what needs were met. Using technology to better understand client sentiment fundamentally changed how we were producing content and what medium we used to send it to the client.
MRMW: MRMW EU focuses on new tools, methods and technologies. What are two things you hope to crowdsource more info on in your conversations?
Gabriela: I would definitely be interested in methods and technologies. How are you using generative AI in your analytics process and how do you manage the risk of generative AI and false outcomes.
MRMW: With ever evolving tech-stacks, which one has been a real game changer for you? Whether it’s the use of your time, changing the way you work, or helping you deliver better results? (functionality, not brand)
Gabriela: Helping me deliver better results.
MRMW: What has been the main impact of technological & methodological advances for your team/colleagues?
Gabriela: We can now more accurately define client needs and understand when these change. We are no longer dependent on manual feedback but can instead run analysis much faster on the data we are receiving.
MRMW: . What motivates you to join the MRMW EU conference and what are your expectations?
Gabriela: I would like to understand how fellow peers in different sectors tackle their challenges. It is always great to learn from others and this conference will give me that opportunity!