Failing to transform your company’s approach into a truly customer-centric business now means that any business is at risk of losing trust, income and market share.
Over the course of the event you will explore key components of a robust and adaptable customer experience strategy that generates a real top line growth through sharp customer focus & engagement.
- Gain strategic insight into a range of industries customer experience strategies – take away transferable insights and knowledge from other industries that is not accessible anywhere else
- Arm yourself with the key tools necessary to transform customer experience so that it is ready adapt to the new technologies and opportunities that will face consumers and affect who they choose to do business with in 2013
- Walk away with the knowledge, tools and solutions needed to immediately improve your customer experience management today
This event is designed to address the fundamental shifts in the industry needed to create customer value and experience to remain competitive in challenging times:
- Designing & Implementing customer experience with a measurable impact
- Predictive customer experience – Leveraging customer data & nfo
- Transforming company culture to deliver a first-class customer experience
- Customer journey design and mapping
- Customer experience measurement tools and techniques
- Customer feedback for customer operations optimisation
Check out www.CustomerExperienceConf.com and join me in March to take the right steps towards customer experience transformation, innovation and excellence. Visit the website to register now www.CustomerExperienceConf.com. Alternatively contact us on +(0) 20 8267 4011 or email events@haymarket.com.
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Customer Experience Management
1. Register By 21 December
& Save Up To £200
Technology
ANALYTICS
Application
Satisfaction
20 March 2013, London
Expectation Quality
Customer
Insight
Change
Feedback
INTERNAL
Voice
DNA
DIALOGUE
Predictive
Acquisition
Alignment
Employee
JOURNEY
Engagement
CRMPlan BUY-IN
Experience
Culture
MANAGEMENT
Experience
CUSTOMER
DATA
Results
EFFORT
Message TRAINING
Relationship Accountability Transformation
RETENTION
Strategy
NPS Promise Objective
MEASUREMENT
Advocacy
DEVELOPMENT
Transaction
Demand
Revenue Needs
User
Attitudes
Preference
TOUCHPOINT
Management
Service
Delivery
Multi-channel
Loyalty Referral
SOCIAL
Cost
Maximising customer value & driving revenue for your brand
from first contact to post-purchase service
Getting the 3600 view of your customers
Going beyond simple design to create an experience that sets your business apart
from the crowd cost-efficiently
Being an agent of change and driving a customer-centric business culture
Transforming perceptions, interactions and encounters with consumers to drive
more value from each engagement/touchpoint
Reaching a higher level of assessment and accountability through tougher, more
varied measures
With cross-industry brand experts including:
Chair: Stephen Ingledew Robert Siefker Conny Kalcher Fawzia Howarth
Managing Director, Director of Customer Loyalty VP of Marketing and Head of Customer Experience
Customer & Marketing Consumer Experiences
Osvaldo Araujo Paul Sands Sarah Barrett Marc Ellams
Director World Service Head of Customer Head of Customer and Head of Passenger Comms
The Netherlands Experience Management Community Services & Customer Experience
Brian Walmsley Ravi Bhalla Simon Smith Neil Carden
CMO Senior Operational Head of Multi-Channel Director of Insight and Planning
Excellence Leader Experience and Service Design
Gordon Pickering Michael Quek, Usability Jo Moran, Head of Customer Maria McCann , Group Head of
Head of Customer Journeys Manager, User Experience Team Service, Retail Communications, Customer Experience: Coast,
Activity & Staffing Karen Millen, Oasis, Warehouse
See
>> Plus! Choose from 3 Separately–Bookable workshops inside fo
s!
r
detail
www.customerexperienceconf.com
2. Welcome to Marketing’s CEM Event taking place in London on 20 March
Customer experience is the new currency in business, and is the cost-effective solution to increase
the value you gain from each individual customer. The event stresses the imperative of differentiating your
brand and succeeding in today’s tough economic environment while leveraging that customer base into
greater profitability.
Both businesses and customers are feeling the economic pinch - customers are increasingly demanding,
requiring tailor-made services and businesses are feeling the burden of trying to increase revenues at a low
cost. Failing to transform your company’s approach into a truly customer-centric business now means that
any business is at risk of losing trust, income and market share.
Over the course of the event you will explore key components of a robust and adaptable customer experience
strategy that generates a real top line growth through sharp customer focus and engagement.
Customer Experience Management is a brand new event that tackles, head on, the challenges and shift
businesses need to make to drive revenue from their consumers – from first sight to post-purchase excellence.
Who Should Attend
Customer Relationship Management Customer Service
Customer / Consumer Experience Customer Insights & Analytics
Customer / Consumer Engagement Customer Retention
Marketing Consumer Operations / Operational Excellence
Loyalty
Interested In Getting Involved?
Customer Experience Management offers you premium access to senior, budget-holding, customer experience
professionals. Whether you are a technology / solution provider or customer experience management
consultant, no other platform offers you a cross-section of industries represented in one room, on one day,
all of whom are actively seeking solutions to current and upcoming customer experience challenges.
If you’d like to be involved, we can create bespoke packages tailored to your needs and desired outcomes
to reach, interact with and inspire this audience. Contact Chloe Lambert on +44 (0) 20 8267 8039
or Chloe.Lambert@haymarket.com.
Plus! Half-Day Boot Camp: Tuesday, 19 March 2013
Key Steps To Successful Customer Experience Strategy
09.00-12.00 (08.30 registration)
Today, most businesses understand that a powerful customer experience is imperative in order to succeed in today’s
tough economic environment. A robust customer experience management is the key brand differentiator allowing the
companies to leverage customer base into greater profitability.
This boot camp will provide you with a practical toolkit and a step-by-step guide to creating a fool-proof customer
experience strategy for your business.
Defining Your Customer Experience And Developing A Customer Promise
Take a step back and ask yourself what is your brand, what is your brand promise and how are you going to deliver on that?
Constructing A Well-defined Strategy
Key components to be considered
Who do you need to have in place to deliver the vision?
What are your goals?
- recommendation increase?
- optimising profits?
- by when?
Business Redesign And Process Engineering
In the skeleton model of a company, where does/should customer experience sit within this?
How do I structure my business to incorporate both customer service and customer experience?
- when do I align them and when do I keep them separate?
How to use your current customer experience and consumers to determine the design of your business
Objectively looking at processes in the business that are affecting your customer experience
- what is the right business structure to manage customer experience going forward?
Book now - email events@haymarket.com
3. R einventing C ustomer
Wednesday, 20 March 2013 11.30
Enhancing And Optimising Customer
Experience To Boost Long-Term Brand
Engagement And Loyalty
Driving customer retention while delivering a value promise
08.30 Registration And Coffee to existing customers
Understanding what actually drives customer satisfaction,
09.15 Chair’s Opening Remarks loyalty and advocacy and investing in specific areas of your
Stephen Ingledew, Managing Director, customer experience
Customer & Marketing, Standard Life Exploring the power of referrals on transaction frequency
while turning customers into brand advocates
Building profitable and lasting relationships resulting in
09.25 Keynote Presentation – The New Truths On repeat business
Transforming Your Company Culture To Deliver Using customer experience to gain a competitive
A First-Class Customer Experience advantage and drive the bottom line – acquiring
Transform your company culture towards customer new customers by delivering an excellent
centricity and the customer experience customer experience
Engaging and training employees at all levels to ensure Osvaldo Araujo, Director World Service
a consumer culture is embedded into the organisation The Netherlands, American Express
- getting buy-in from the boardroom – when C-levels just
want to know about NPS, how do you make ‘experience’
part of your organisation’s DNA? 11.50 The Innovation Challenge – Three Top
Driving change through the organisation - from the top down Strategists Vs. 3 Tough Dragons
- internal branding - ensuring your employees are aligned Three customer experience experts have ten minutes each
with your brand promise to pitch their solution to the following brief:
Measuring organisational alignment and employee Defining your total customer experience strategy
engagement - is VOE ever the best way? Expanding the reach of the organisation’s core
Conny Kalcher, VP of Marketing and Consumer Linking brand & culture to deliver an outstanding
Experiences, Lego customer experience
Enterprise feedback management strategies
What’s next in the customer experience & engagement
09.55 Implementing A Value-Driven Customer landscape?
Experience Strategy By Initiating Customer - Pitches TBC
Engagement – The Right Way To be one of the leading strategists taking part in The
Embedding customer experience into business planning Innovation Challenge, please contact Chloe Lambert on
Building accountability and measurement around your +44 (0) 20 8267 8039 or Chloe.Lambert@haymarket.com
customer-centric business
Aligning customer experience with your business goals Join our ‘Dragons’ as they critically scrutinise the
and co-creating customer experience with both employees solutions provided and vote on their favourite:
and customers Dragon 1 – Fawzia Howarth,
Showcasing financial impact and gauging customer insights Head of Customer Experience,
Sarah Barrett, Head of Customer and LOVEFiLM.com
Community Services, Mears Group Dragon 2 – Gordon Pickering,
Head of Customer Journeys,
Direct Line Group
10.15 Exclusive US Case Study: The Zappos Story Dragon 3 - Carl Barkey,
And Our Philosophy On Culture And Service Head of Social Media Customer
Unique insights from Zappos Director of Customer Loyalty, Engagement, International Consumer
Rob Siefker, on improving and maintaining a positive company Card, American Express
culture and translating it to passionate, committed employees
and happy, loyal customers.
Proactively managing your culture to a committable set 12.50 Networking Luncheon
of core values
Thought leadership - building open and honest 13.50 Effectively Leveraging Data Insight And Using
relationships, not just strategy Predictive Analytics To Understand What They
Engage and Involve - empower your team to Want And When And How They Want It
help set the course and evaluate their own Capturing and collecting data to get a deep insight
performance into customers wants, needs and attitudes
Robert Siefker, Director of Customer Creating specific, tailor-made customer
Loyalty, Zappos CLT, Inc. communication and engaging customers while
catering to their specific tastes and preferences
10.40 Morning Refreshments And Networking Using data and insight to initiate business change
and create a first class customer experience with
predictive analytics
11.10 Designing The Customer Journey To Optimise Leveraging customer data into insights and actions
Value For Your Customer to perfect customer experience
Utilising the customer journey map to gain insight into how Neil Carden, Director of Insight and Planning,
customers engage with your organisation The Co-operative
Innovating and transforming your customer journey based
on consumer needs
Creating company specific customer touchpoints -
Maximising multi-channel customer experience through
consistency in brand communication and service delivery
- maintaining consistency in your message, brand promise
(and in your actions) across different touchpoints and
channels (digital, social, retail, call centre,
in-store, direct, mobile) and platforms
Simon Smith, Head of Multi-Channel
Experience and ServiceDesign, O2 UK
Register today @ www.CustomerExperienceConf.com
4. E x perience M anagement
15.30 Superpromoters Case Study - Utilising And
14.10 Panel Discussion: Effective Experience Capturing The Power Of Joe Public And VOC On
Measurement And Showing Results: Social Media To Generate Consumer Advocacy
What’s The Right Way? Advocacy marketing is not new but the massive
How do you determine the value of improving the quality
growth in social media means that there is now more
of your customer experience? This panel discussion will
space for advocates to share their message
examine a range of metrics and looks at how to communicate
If advertising is one-to-many and direct marketing is
and implement these metrics to the wider business. Explore
one-to-one, then advocacy marketing is one-to-one
how to use the results for business development rather than
to-many, the middle ‘one’ being the advocate
just a measurement activity and ensure that feedback plays
Bounty’s Superpromoter research programme
a role in redefining the customer experience strategy.
reveals how the relationship between advocate and
NPS
brand can be maximised, the toolkit and rewards that
- Making NPS mean something more than just a number
need to be in place, and how a relationship of mutual
- how can you illustrate the financial payoff of an
trust and respect can produce ‘advocacy infinity’
improvement in NPS?
Brian Walmsley, Chief
Customer Effort Score
Marketing Officer, Bounty
- How can your Customer Effort Score develop an
ethos to make things simpler?
Satisfaction Rates 15.50 Afternoon Refreshments
- How do Satisfaction Rates prove customer experience?
VOE
16.10 Session To Be Announced
- If your employees aren’t happy, then your customers
Do you want to meet customer experience decision
won’t be, so should VOE be a standard method for
makers looking to enhance and optimise their
measuring customer experience across all businesses?
customer-centric marketing and engagement activities?
Consumer Engagement Metrics
We can deliver a bespoke sponsorship package to help
How can you prove the value of engagement and measure
highlight your expertise, shape customer attitudes
your investment against an engagement metric?
and create new contacts and business opportunities.
Paul Sands, Head of Customer
For more details, please call Chloe Lambert on
Experience Management, Virgin Atlantic
+44 (0) 20 8267 8039 or email
Michael Quek, Usability Manager,
Chloe.Lambert@haymarket.com
User Experience Team, Shop
Direct Home Shopping Limited
Jo Moran, Head of Customer 16.30 New Thinking On Gathering, Monitoring And
Service, Retail Communications, Acting On Customer Feedback To Optimise
Activity & Staffing, M&S Customer Operations
Analysing customer feedback to improve loyalty and
service offerings
14.50 The 5 Ways In Which Technologies Can Creating a standardised approach towards customer
Transform Your Digital Customer Experience feedback across an organisation while reducing
In today’s world of digital technology an increasing number
operational costs
of retailers are offering various digital advancements
Developing robust reports and metrics and
including tablets, digital signs, downloadable applications,
immediately recognising positive/negative comments
touch screen kiosks, and mobile applications, 3D cameras etc,
Deploying feedback results in individual departments
to allow customers to interact/test the products before the
to improve overall customer approach to customer
actual purchase and ultimately to increase customer
issues and opportunities
experience and meet customers’ ever increasing demands
Ravi Bhalla, Senior Operational
and needs for tailor-made and easily accessible services.
Excellence Leader, Barclays
Do you want to meet customer experience decision
makers looking to enhance and optimise their 17.10 Chair’s Closing Remarks And End Of Conference
customer-centric marketing and engagement activities?
We can deliver a bespoke sponsorship package to help
highlight your expertise, shape customer attitudes
and create new contacts and business opportunities.
For more details, please call Chloe Lambert on
+44 (0) 20 8267 8039 or email
Chloe.Lambert@haymarket.com
15.10 Utilising New Media Channels To Enhance
Customer Experience: How To Build Brand
Loyalty The Social Way
Join the debate
Incorporating the social media business model into
your existing customer communication approach
Bringing your company close to your customer by
communicating via preferred customer social media
platforms - maintaining a person-to-person connection Follow us on Twitter
Getting attuned with your customers, prospects
and people who can impact your business while
@BREvents #CEMconf
exploring their preferences and expectations
Utilising the power of ‘social’ influencers – creating Join over 10,000 Marketing and PR
a dialogue with your customers
Marc Ellams, Head of Passenger professionals in our LinkedIn groups:
Comms & Customer Experience, “Marketing” and “Brand Republic”
Heathrow
Book now - call +44 (0) 20 8267 4011
5. POST-EVENT WORKSHOPS: Thursday, 21 March,2013
AM: Customer Journey PM: Customer Experience
Mapping Masterclass - Achieving Measurement Toolkit
An Outside-In Approach - Proving & Driving ROI
09.00-12.00 (08.30 registration) 13.30-17.00 (13.00 registration)
Walking in your consumers’ shoes is one of the Businesses like to talk numbers - not experience.
hardest yet most important aspects of examining So how can you arm yourself with the financial
your customer experience. This workshop will evidence to prove a return on experience?
provide you with the practical tools needed to change to This practical session will provide you
accurately and effectively map your consumer’s with the tools and techniques needed to measure,
interactions with your customer experience strategy, evaluate and communicate the value of your
to help improve your consumer offering based on customer experience strategy.
real insight.
Measuring A Return On Experience (ROE)
Workshop Content What is the return on generating a good customer
experience?
Gaining A True Understanding Of The Existing Determining the value and return from improving
Customer Journey the quality of your customer journey
Checking how the journey feels from a customer
POV at each touch point? Making Measurement Mean More Than Numbers
What is it really like standing in the customers Communicating metrics to others across the
shoes – how do you know you are delivering on business
your brand promise? Managing expectations and understanding the
payback model
Customer Journey Mapping - when a ROE and engagement cannot be seen
Best-practice advice on how to plan and execute on day 1, how can you demonstrate value to the
a customer journey map business now
What should great customer journey mapping How to ensure this feedback plays a role in
actually reveal? redefining the customer experience strategy
Designing The Customer Journey To Optimise Techniques And Metrics
Value For Your Customer Customer Effort Score
How to innovate and differentiate from others - how easy is it for a consumer to buy your
product or service?
Consistency In The Customer Journey - how quickly can your customer give you
Across each touch point (which ever channels you feedback?
have) keeping consistent (not the same) Consumer Advocacy
- consistency in message and actions - Net Promoter Score
- demonstrating the financial payoff from an
Customer Journey Mapping And Technology improvement in NPS
Technologies for journey mapping - beyond the metric – finding other uses for
Technologies that allow consistency of message NPS
across multiple platforms - how is NPS applied in different industries
- Is Voice of Customer (VOC) the ultimate
measure?
- discovering what VOC can reveal about the
problem areas in your consumer journey
Customer Satisfaction Score
the value
W e recognise teams, so - Is this measure enough to demonstrate
in customer experience?
of learning person you Voice Of Employee (VOE)
every third conference - What is the best way to measure engagement
send to the 50% off the internally?
will receive rate! - How regularly should you measure VOE?
standard - Establishing ownership of VOE and allocating
roles and responsibilities across the business
Consumer engagement metrics – proving the
value of engagement
Book now - email events@haymarket.com
6. Customer Experience Do you have expertise or a solution that can help senior marketers
and business leaders manage their current and upcoming customer
Management 20 March 2013, London experience challenges? Let’s talk! Call Chloe Lambert on +44 (0) 20 8267
8039 or email Chloe.Lambert@haymarket.com to get the ball rolling.
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