Mid-Conference Workshops: Thursday 29 April 2010

4.45 - 7:45 Workshop A: Empowering your Customer to Drive Successful Execution of your Customer Experience Strategies

Rationale:

Driving successful execution of your strategies requires structured and detailed planning that covers not only your step-by-step approach but also your contingency plan. In order to achieve a positive experience for your customers consistently, you must be able to create comfortable and easily accessible access points to management accounts and address their issues. A cyclic approach will allow you to build new structures that resolve inconsistencies, encourage constructive feedback and evolve to meet the changing needs of your consumer base.

Learning Outcomes Include:

• How to build a flexible and responsive framework for a seamless customer experience
• How to ensure your model is based on customer, not product centricity
• How to best utilise technological and employee resources to meet the needs of your customer base
• How to identify the range of applications of various approaches together with the limitations of each

Your Facilitator:

Ann Pearson
Strategy & Communications
AMP

Agenda:

8.30 Introduction to worskshop

9.00 Dissecting the components of a good customer experience cycle

9.30 Overcoming the hurdles when shifting focus of your customer experience

10.00 Morning Break

10.30 Discovering the best apporach to selecting and harnessing technology appropriate to your needs and budget

11.00 Weighing the costs and benefits of various approaches

11.30 End of workshop

Post-Conference Workshops: Friday 30 April 2010

8.30 - 11:30 Workshop B: How to Develop a Cycle of Customer Feedback to Support Existing Initiatives and Generate Future Strategies

Rationale:

Understanding your customers, their behaviours and their expectations can be easier than you think; you may even have the data. The missing piece of the puzzle is identifying and aggregating the most critical data that addresses your biggest challenges and understanding how to use this to drive your exisiting strategies and create new initiatives. A customer centric approach from the outset will help you build a better business case to your management to receive the resources that you need and subsequently yield results that prove the ROI that you always knew was possible.

Learning Outcomes Include:

• How to evaluate your current processes; what data do you collect and what valuable information is falling through the cracks
• How to discover the best methods for sourcing the information that you need through the most appropriate channels
• How to ensure that your data is not confounded by weak or incomprehensive touchpoints by considering regional/geographic or demographic fluctuations and nuances
• How to maximise the cyclic nature of the customer feedback structure to reinforce all stages of your processes in every channel

About your Facilitator:

Jon Whitmee
Manager, Customer Experience & Loyalty and Matthew Margach, Exec. General Manager – Loyalty & Corporate
NISSAN MOTOR COMPANY - AUSTRALIA

Agenda:

8.30 Introduction to worskshop

9.00 Sourcing the right data: What and where from?

9.30 Comparing your current methods to your peers: How do your needs differ?

10.00 Morning Break

10.30 Identifying your weaknesses through measured process

11.00 Maximising customer feedback

11.30 End of workshop

12.00 - 3:00 Workshop C: How to Attain Customer Advocacy: Going Beyond Customer Loyalty

Rationale:

Acquiring customers can be a big strain on your budget and resources. Therefore, retaining and maximising existing clients is very heavily focussed on in this financial climate. Developing your existing customers into brand advocates not only indicates that they are loyal to your brand but also that they hold the power to extend the reach and reputation of your brand. Developing a customer into an advocate through enhanced customer experience requires you to maintain their engagement in mutually beneficial ways. So where are the best opportunities to harness this dormant power and which are the most effective approaches to take your company in the right direction toward them?

Learning outcomes include:

• How to maximise customer feedback flow, to allow you to segment their loyalty and advocacy status
• How to weigh the costs and benefits of the various incentives and experiences you can offer to create more advocates
• How to achieve notoriety, in a good way, as a customer service leader in your industry
• How to use measuring tools to evaluate your customer experience and build your next initiative to continually reinvigorate your approach

Your Facilitator:

Ann Harding
Customer and Enterprise Systems Program Manager
MobileWorld Networks Pty Ltd (trading as “Crazy John’s”)

Agenda:

3.30 Introduction to worskshop

4.00 Catagorising your customers: Who are they and how invested are they to you?

4.30 Discovering the best practice for turning customers into advocates

5.00 Morning Break

5.30 Benchmarking against australina and international industry peers

6.00 What are the best tools to use in your industry with your budget?

6.30 End of workshop