TCS Summit Europe: Perpetually Adaptive Enterprise

CHALLENGE: WHEN KNOWING WHAT TO DO ISN’T ENOUGH
In a world of accelerating technology, geopolitical unrest, evolving energy systems and shifting consumer expectations, businesses know they need to adapt to succeed – but the tricky part is how.

As a strategic technology partner, this is where we at TCS come in…

We’d already engaged with businesses on the subject of what to do, explored through proprietary research and summarised in our new brand positioning, the Perpetually Adaptive Enterprise (PAE). Now, by helping answer ‘the how’, we aimed to give our clients the tools needed for success, while cementing our own reputation as an industry leader and valued partner.

STRATEGY: TACKLING THE HOW
We chose our largest platform, TCS Summit Europe, as our premier stage for tackling ‘the how’. This annual, invitation-only, three-day event, attended by 350+ delegates from 14 industries and 15 countries, represented the ideal opportunity to meaningfully engage with C-suite clients of major national and multi-national brands (our core attendees).

To achieve this we:

• INFORMED DISCUSSION by examining it through the lens of original TCS research. Conducted in partnership with the Peter Drucker Society Europe, this specifically examined the role of business leaders in transforming their companies into PAEs.

• PROVIDED DIVERSE PERSPECTIVES through big-name speakers from politics (Jean-Claude Juncker), sports/sustainability (Dame Ellen MacArthur) and academia/futurology (Magnus Lindkvist).

• GAVE CLIENTS A PLATFORM by providing speaker/panellist opportunities during which they shared their own digital transformations/adaptive experiences.

• MADE IT MEMORABLE. E.g., integrating our theme with the location (Vienna), via content, culture and novel set design.

• MADE IT HOLISTIC. We enhanced delegates’ entire experience, including airport meet-and-greet, cultural excursions and optional fitness runs.

IMPACT
The summit succeeded in tackling the all-important ‘how’, with:
• 91% of delegates surveyed rating their peers’ contributions ‘excellent’/‘good’.
• 90% of delegates rating our keynote speakers on average ‘excellent’/‘good’.
• 97% of delegates rating the summit ‘excellent’ overall, while also giving it an NPS of +76 (NPS of +50 is considered outstanding).