Post-conference In-Depth Learning Sessions - Thursday 24 November 2016
Go to Conference Day One
Go to Conference Day Two
These full-day capability-building sessions will provide participants with the opportunity to deepen their understanding of fundamental tools enhancing customer experience design and implementation. Delivered using a combination of seminars, interactive formats and hands-on exercises both sessions will provide a practical understanding of customer centric methodologies being applied today by forward-thinking organisations.
Registration and morning for both sessions is at 08:30 and sessions will conclude at 17:00. Lunch, morning and afternoon tea provided. Choose between:
In-Depth Learning Session A: Switch decision journey interviewing and mapping - a shortcut to identify key CX opportunities
This intensive interactive session will focus on empowering marketing and CX professionals to research and map the customer's decision journey, in order to identify key CX opportunities and justify their impact on aquisition and retention.
By focusing customer research on ‘switching’ moments when customers buy or abandon a product/service you will quickly gain the insights required to identify how CX can best improve acquisition and retention:
- How acquisition/retention drivers and blockers unfold alongside the decision making phases
- What interactions and external factors trigger customers to actively consider alternate solutions
- How CX, price and features are traded off when customers commit
- What customers measure the experience against
By the end of this workshop you will:
- Be able to plan and execute ‘switch’ research and who to recruit for it
- Know how to map customers’ acquisition and retention journeys
- Recognise where to invest CX effort and drive best impact for customers
- Increase the odds that customers switch your way
- Learn to analyse and communicate CX insights in relation to acquisition and churn so that business stakeholders listen
- Be confident to facilitate an ethnographic customer interview
- Have the skills to put everything you learned to immediate use
Facilitated by:
Christian Lafrance
Customer Experience Director
M&C Saatchi
In-Depth Learning Session B: Implementing customer experience as an organisational value: a go-to framework for serious organisational change
This intense interactive session will prove a valuable insight to marketing, CX professionals, change and transformation leads into the reasons for the gap between the realisation of converting customer strategy to culture, and delivering against it to create a great customer oriented culture. The session will examine step-by-step the path that can be taken to bridge this void.
To create a winning culture, it is not enough to shape how people feel, think, and act based on internal criteria. Rather, a winning culture ensures that people feel, think, and act consistently with promises made to customers and other key stakeholders.
By the end of this workshop you will:
- Learn to build a common foundation of empathy between your organization and your customer
- Learn how to measure, evaluate and drive your organisation’s level of customer centricity and the customer experience it delivers
- Link the employee and customer experiences
- Strengthen your customer-centric culture and create a better customer experience within your organisation
- Apply the concept of design thinking and make it a reality in the context of your company, product or service