WELCOME TO THE CCW UK SUMMIT
11-13 May 2026
| Novotel London West, UK
Sakina Mirza
Commercial Strategy Analytics British Airways
Tuesday 12th May 2026 - Summit Day 1
2:55 PM MASTERCLASS E: BEHAVIOURAL INSIGHT AS THE MISSING LINK IN CUSTOMER EXPERIENCE
Most organisations rely on demographic profiling, yet the behaviours, motivations and contexts that drive real customer decisions often tell a completely different story. In this session, Sanika Mirza explores how behavioural science can transform segmentation, journey design and cross-functional decision-making to create experiences that reflect what customers actually need and do.
• Shifting from surface-level profiles to deeper behavioural insight to detect friction, personalise intelligently and design better journeys
• Using behavioural science, motivation mapping and real-world context to align marketing, product and service around customer needs
• Building a unified, insight-led experience strategy that improves customer outcomes and strengthens organisational decision-making
Check out the incredible speaker line-up to see who will be joining Sakina.
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