IN Social CRM Toronto. Program Faculty. Learning Objectives. Who Should Attend

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1 Dilip SOMAN Corus Professor of Strategy, Professor of Marketing and Senior Fellow, Desautels Center for Integrative Thinking Rotman School of Management, University of Toronto Paul GREENBERG President, The 56 Group, LLC Executive Vice President, National CRM Association Author of CRM at the Speed of Light, 4th Edition Avinash KAUSHIK Chief Education Officer and Founder, MarketMotive Inc. Analytics Evangelist for Google Inc. New York Times Best-Selling Author of Web Analytics 2.0 PROGRAM FEE Mitch JOEL Program fee $3,500 + HST and includes all materials, supplies, meals and breaks President, Twist Image Board of Directors, CMA and Advertising Bureau of Canada Best-selling Author, Six Pixels of Separation DEPOSIT AND METHOD OF PAYMENT A $500 deposit is required at time of application (refundable only to applicants not accepted to the program). The balance of the program fee is due 30 days after receipt of invoice. APPLICATION DEADLINE The deadline to register for Rotman's Program is November 9, Executive Program IN NOTICE OF OFFER OF ADMISSION Rick McCUTCHEON President, Full Contact Selling Author of Sales Gurus Speak Out Ray WANG Partner, Altimeter Group Frank FALCONE Co-Founder & Executive Program Director, You will receive notice of admission within three weeks of receipt of your completed application and $500 deposit. Brendan CALDER Adjunct Professor of Strategic Management, Rotman School of Management CANCELLATION POLICY Cancellations must be received in writing by the program manager no later than two weeks prior to the start of the program. Assuming notification is received within this time frame, the fee, less the $500 deposit, will be refunded. No refunds are issued if less than two-weeks notice is given. Participants may also defer their acceptance at no cost for up to one year into the same program. Learning Objectives Learn how to evolve your traditional CRM into 2011 Toronto APRIL 26 28, 2011 ACCOMMODATION Participants requiring accommodation at a nearby hotel for the duration of the program, should contact Peter Scott, Client Resource Coordinator, at (416) for further information. Rotman Executive Programs participants are eligible for preferred rates at local hotels. Combine the power of online customer communities, broader social networks, and traditional CRM systems for the purpose of engaging customers in a collaborative conversation Optimizing the customer experience by focusing on people, process and technology associated with customer interactions and touch points Managing Customer Engagement Using Social Media and CRM Find, communicate with and engage customers where they are conversing online and participating socially Devise a strategy that takes the Voice of the Customer and the creation of customer value into account in every facet of your planning including processes, technologies and cultures. Director and VPs of Sales, Marketing, Public Relations and Customer Service Director and VPs of Digital/Online Strategy Director and VPs of Customer Engagement Brand and Product Managers Agency Creative and Media Directors PR/Advertising Agency Account Services Managers Deploy a set of best practices for evaluating software solutions Realize the real value of combining Social Networking and CRM Unlock the value in social conversation to identify and cultivate brand advocates Register Here Create customer driven strategies that improve long-term customer equity and shareholder value. Derive customer value and reveal present and future value of each of your customers helping you decide how to allocate your scarce resources among each of those customers. Leverage analytics to initiate proactive response to trends as they emerge Who Should Attend Collaborate with your customers to design and optimize the appropriate experience that allows him/her optimal control over how they interact with you without diminishing your business requirements. Program Faculty

2 Executive Program IN Program Overview Customers are engaged socially online, which has altered their expectations for interacting with brands they do business with. They want to be engaged, not simply managed. facilitates that engagement through a strategy and applications approach that combines the influence of online customer communities and the reach of social networks with traditional CRM systems. extends the traditional focus of CRM from operational customer management to collaboration and customer engagement. This intensive three-day executive program on will help organizations learn to be more responsive, transparent, and personal in their dealings with customers. Social Networks Online Customer Communities Social CRM Traditional CRM Program FEATURES University-level and industry recognized World-class faculty and instructors Limited class size that allows peer-to-peer learning and networking Interactive, hands-on learning through group projects, round-table discussions, case studies and expert panels North America s first and only University managed executive program Attendees who successfully complete the program achieve Certification in endorsed by The National CRM Association, University of Toronto s Rotman School of Management and the Canadian Professional Sales Association. Supporting Partners Founded in 1874, the CPSA (Canadian Professional Sales Association) is a national organization of 30,000 sales and marketing professionals. The CPSA has been committed to excellence in the sales profession by maintaining progressive competency standards for sales professionals since Its mission is to enhance the value and credibility of the sales profession through professional standards and certification. It is the only organization in Canada offering the Certified Sales Professional (CSP) designation. The CRM Association represents the Customer Relationship Management (CRM) industry and all its constituents. Its goal is to represent the industry not just as a purveyor of knowledge and information, but also as an action-oriented association that protects and promotes the interests of customer relationship management and its institutions. Its focus is to provide members with the tools they need to enrich and improve the customer experience. Established in 1985, Microsoft Canada Inc. is the Canadian subsidiary of Microsoft Corporation (Nasdaq "MSFT") the worldwide leader in software, services and solutions that help people and businesses realize their full potential. Headquartered in Mississauga, Microsoft Canada has nine regional offices across the country dedicated to empowering people through great software - any time, any place and on any device. For more information on Microsoft Canada, please visit

3 Message from the Program Directors It is with great pleasure that we announce the launch of the Rotman Executive Programs Centre for CRM Excellence. Our vision behind the Centre is to create a globally-recognized hub for CRM thought leadership, research and executive education that attracts and engages CRM experts and practitioners from all over the world. The practice of Customer Relationship Management (CRM) is evolving as businesses increasingly tap into the power of social networks and real-time feedback. The days of simply providing better service are gone today CRM is social, driven by personal interactions and by customers who expect control over their engagement with companies. This intensive three-day executive program on will help organizations learn to be more responsive, transparent, and personal in their dealings with customers. If you are looking for innovative ways on how your organization can leverage the power of Social Networks and CRM, we invite you to participate in our inaugural class this coming November. Why ROTMAN The Rotman School of Management at the University of Toronto is redesigning business education for the 21st century with a curriculum based on Integrative Thinking TM. Located in the world s most diverse city, the Rotman School fosters a new way to think that enables the design of creative business solutions. All Rotman programs are grounded in unwavering academic rigor, taught by world-renowned faculty with real-world experience and are focused on developing a vibrant community of high-impact leaders. Dilip SOMAN Corus Professor of Strategy Professor of Marketing Rotman School of Management, University of Toronto Frank FALCONE Co-Founder & Executive Program Director,

4 Program Schedule Toronto 2011 Day 1 Tuesday (April 26th) Day 2 Wednesday (April 27th) Day 3 Thursday (April 28th) 08:00 09:00 Program Introduction 09:00 10:30 What is? Why Social CRM? How is the Social Customer changing CRM from a Sales, Marketing and Customer Service perspective? What are the key trends in Social Media and CRM going forward? 10:30 10:45 10:45 12:30 The Building Blocks of The value of a CRM system role of CRM in Sales, Marketing and Customer Service Understanding the three pillars of : People, Process and Technology 12:30 1:30 Lunch 1:30 3:00 The Building Blocks of (cont d) 3:00 3:15 3:15 5:00 Understanding Social Media & Web Analytics A primer to social media; historic perspectives and trends going forward RSS, Tags, Social Networks, Blogs, Online Video, Podcasting, CGC, etc. Case study: Facebook 5:30 7:00 Reception 08:00 09:00 Guest Speaker 09:00 10:30 Measuring the Value of Customers and the ROI on CRM 10:30 10:45 10:45 12:30 Customer Centric Business Process Design & Strategy 12:30 1:30 Lunch 1:30 3:00 Customer Centric Business Process Design & Strategy (cont d) 3:00 3:15 3:15 5:00 Customer Centric Business Process Design & Strategy (cont d) 08:00 09:00 Guest Speaker 09:00 10:30 Pre-Project Planning and Technology Selection Avoiding project pitfalls and assembling your project team 10:30 10:45 10:45 12:30 Pre-Project Planning and Technology Selection (cont d) 12:30 1:30 Lunch 1:30 3:00 Change Management and Driving User Adoption 3:00 3:15 3:15 5:00 Simulation: Change Management and Driving User Adoption (cont d) Program Wrap-up w/ Panel 5:30 7:00 Certificate Ceremony

5 Dilip SOMAN Corus Professor of Strategy, Professor of Marketing and Senior Fellow, Desautels Center for Integrative Thinking Rotman School of Management, University of Toronto Paul GREENBERG President, The 56 Group, LLC Executive Vice President, National CRM Association Author of CRM at the Speed of Light, 4th Edition Avinash KAUSHIK Chief Education Officer and Founder, MarketMotive Inc. Analytics Evangelist for Google Inc. New York Times Best-Selling Author of Web Analytics 2.0 PROGRAM FEE Mitch JOEL Program fee $3,500 + HST and includes all materials, supplies, meals and breaks President, Twist Image Board of Directors, CMA and Advertising Bureau of Canada Best-selling Author, Six Pixels of Separation DEPOSIT AND METHOD OF PAYMENT A $500 deposit is required at time of application (refundable only to applicants not accepted to the program). The balance of the program fee is due 30 days after receipt of invoice. APPLICATION DEADLINE The deadline to register for Rotman's Program is November 9, Executive Program IN NOTICE OF OFFER OF ADMISSION Rick McCUTCHEON President, Full Contact Selling Author of Sales Gurus Speak Out Ray WANG Partner, Altimeter Group Frank FALCONE Co-Founder & Executive Program Director, You will receive notice of admission within three weeks of receipt of your completed application and $500 deposit. Brendan CALDER Adjunct Professor of Strategic Management, Rotman School of Management CANCELLATION POLICY Cancellations must be received in writing by the program manager no later than two weeks prior to the start of the program. Assuming notification is received within this time frame, the fee, less the $500 deposit, will be refunded. No refunds are issued if less than two-weeks notice is given. Participants may also defer their acceptance at no cost for up to one year into the same program. Learning Objectives Learn how to evolve your traditional CRM into 2011 Toronto APRIL 26 28, 2011 ACCOMMODATION Participants requiring accommodation at a nearby hotel for the duration of the program, should contact Peter Scott, Client Resource Coordinator, at (416) for further information. Rotman Executive Programs participants are eligible for preferred rates at local hotels. Combine the power of online customer communities, broader social networks, and traditional CRM systems for the purpose of engaging customers in a collaborative conversation Optimizing the customer experience by focusing on people, process and technology associated with customer interactions and touch points Managing Customer Engagement Using Social Media and CRM Find, communicate with and engage customers where they are conversing online and participating socially Devise a strategy that takes the Voice of the Customer and the creation of customer value into account in every facet of your planning including processes, technologies and cultures. Director and VPs of Sales, Marketing, Public Relations and Customer Service Director and VPs of Digital/Online Strategy Director and VPs of Customer Engagement Brand and Product Managers Agency Creative and Media Directors PR/Advertising Agency Account Services Managers Deploy a set of best practices for evaluating software solutions Realize the real value of combining Social Networking and CRM Unlock the value in social conversation to identify and cultivate brand advocates Register Here Create customer driven strategies that improve long-term customer equity and shareholder value. Derive customer value and reveal present and future value of each of your customers helping you decide how to allocate your scarce resources among each of those customers. Leverage analytics to initiate proactive response to trends as they emerge Who Should Attend Collaborate with your customers to design and optimize the appropriate experience that allows him/her optimal control over how they interact with you without diminishing your business requirements. Program Faculty

6 Dilip SOMAN Corus Professor of Strategy, Professor of Marketing and Senior Fellow, Desautels Center for Integrative Thinking Rotman School of Management, University of Toronto Paul GREENBERG President, The 56 Group, LLC Executive Vice President, National CRM Association Author of CRM at the Speed of Light, 4th Edition Avinash KAUSHIK Chief Education Officer and Founder, MarketMotive Inc. Analytics Evangelist for Google Inc. New York Times Best-Selling Author of Web Analytics 2.0 PROGRAM FEE Mitch JOEL Program fee $3,500 + HST and includes all materials, supplies, meals and breaks President, Twist Image Board of Directors, CMA and Advertising Bureau of Canada Best-selling Author, Six Pixels of Separation DEPOSIT AND METHOD OF PAYMENT A $500 deposit is required at time of application (refundable only to applicants not accepted to the program). The balance of the program fee is due 30 days after receipt of invoice. APPLICATION DEADLINE The deadline to register for Rotman's Program is November 9, Executive Program IN NOTICE OF OFFER OF ADMISSION Rick McCUTCHEON President, Full Contact Selling Author of Sales Gurus Speak Out Ray WANG Partner, Altimeter Group Frank FALCONE Co-Founder & Executive Program Director, You will receive notice of admission within three weeks of receipt of your completed application and $500 deposit. Brendan CALDER Adjunct Professor of Strategic Management, Rotman School of Management CANCELLATION POLICY Cancellations must be received in writing by the program manager no later than two weeks prior to the start of the program. Assuming notification is received within this time frame, the fee, less the $500 deposit, will be refunded. No refunds are issued if less than two-weeks notice is given. Participants may also defer their acceptance at no cost for up to one year into the same program. Learning Objectives Learn how to evolve your traditional CRM into 2011 Toronto APRIL 26 28, 2011 ACCOMMODATION Participants requiring accommodation at a nearby hotel for the duration of the program, should contact Peter Scott, Client Resource Coordinator, at (416) for further information. Rotman Executive Programs participants are eligible for preferred rates at local hotels. Combine the power of online customer communities, broader social networks, and traditional CRM systems for the purpose of engaging customers in a collaborative conversation Optimizing the customer experience by focusing on people, process and technology associated with customer interactions and touch points Managing Customer Engagement Using Social Media and CRM Find, communicate with and engage customers where they are conversing online and participating socially Devise a strategy that takes the Voice of the Customer and the creation of customer value into account in every facet of your planning including processes, technologies and cultures. Director and VPs of Sales, Marketing, Public Relations and Customer Service Director and VPs of Digital/Online Strategy Director and VPs of Customer Engagement Brand and Product Managers Agency Creative and Media Directors PR/Advertising Agency Account Services Managers Deploy a set of best practices for evaluating software solutions Realize the real value of combining Social Networking and CRM Unlock the value in social conversation to identify and cultivate brand advocates Register Here Create customer driven strategies that improve long-term customer equity and shareholder value. Derive customer value and reveal present and future value of each of your customers helping you decide how to allocate your scarce resources among each of those customers. Leverage analytics to initiate proactive response to trends as they emerge Who Should Attend Collaborate with your customers to design and optimize the appropriate experience that allows him/her optimal control over how they interact with you without diminishing your business requirements. Program Faculty

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