Customer Experience World NextTen

Transcription

1 Customer Experience World NextTen Customer Experience Management Customer Loyalty Certification Workshop 2015 Latest Generation Approaches to Customer Experience Management and Customer Loyalty

2 INTRODUCTION A best to next practice training event delivered by one of the world s leading experts in Customer Experience Management and Customer Loyalty According to Gartner 91% of senior marketers expect Customer Experience Management (CEM) to be the primary basis for competitive advantage within 2 years. CEO s are placing CEM right at the top of their strategic priorities and with good reason the impact is massive! Forrester and the University of Michigan both found that top 10% CXi companies outperformed stock indices by a factor of 3. A 1% increase in the share price of a S&P500 company is worth hundreds of millions of USD. The size of the CEM market is also accelerating fast and expected to almost triple to 8 ½ billion USD in the next 4 years. Companies in South Africa can learn from the experiences in Europe and the US. More than 80% of CEM initiatives in European and U.S. companies have significantly underperformed or failed. 31% of organisations are blaming their failure to modify business processes effectively. 31% are blaming a lack of employee buy-in. 30% are observing a misalignment in customer preferences. 28% are seeing a lack of senior management support. Companies that are going to harness Customer Experience Management more effectively and NOT repeat the mistakes of the 82% under-performers are going to have to look at CEM and Customer Loyalty with some fundamental differences. For example: Modifying business process requires approaches that place the customer considerably more center stage with much more agile approaches than the traditional methods. They do exist, they are leading edge but they are proven. Companies that look at CEM via departmental initiatives will never perform as well as companies that implement CEM as central to everything they do. It is no great surprise that companies like Amazon, Zappos, Disney are leading their markets and the customer is center stage for EVERYTHING they do.

3 Companies that treat CEM as a revenue center are always going to perform better than those that treat CEM as a cost center. A lack of management support is often caused by a lack of understanding about what the customer agenda really means and how to practically implement it The lack of alignment with customer preferences is because the traditional techniques around Voice of Customer, Journey Mapping and Net Promoter Score are not being used effectively. Considerably more effective methods are emerging that makes the implementation of CEM considerably more powerful Do you want to be one of the top 10% of companies who are able to make CEM work effectively, differentiate consistently form your competition, create rapid action revenue, cost and service impact and create a platform for consistent customer driven innovation? If so then this workshop is definitely for you! This means that CEM does not start with service delivery improvement at a project level! It certainly does not start with technology improvement, although this is an important enabler in delivery. It starts with learning. The companies who are delivering the greatest and quickest impact have given their staff ALL their staff the capability, the motivation and the empowerment to use CEM in every aspect of what they do irrespective of whether they are customer facing or not.

4 WHY ATTEND This premier WORKSHOP is designed for those seeking the latest advanced skills in Customer Experience Management, Customer Loyalty and Customer Driven Innovation. You will never think about Customer Experience Management in the same way again. These are the latest approaches in Customer Experience Management designed to take the practitioner to a completely new way of thinking T x in a matter of hours x x to x x x x x

5 BECOME A CERTIFIED CEX PROFESSIONAL The Customer Experience Professional Certification (CEPC) is a 2 day intensive training course designed to equip the delegate with a framework consisting of the latest generation of advanced Customer Experience Management techniques. This leads to customer centric innovation and performance change approaches that can be deployed within your organisation immediately without the need for intensive further study. The change framework consists of the latest proven concepts, methods and techniques, underpinned by numerous real-world examples with case studies from a variety of industries. In-house events can be specifically tailored to include: Industry and geography specific case studies Focus to be placed on the organisations own processes, opportunities and challenges during the workshop exercises. New innovation opportunities are almost always identified during these sessions Extra modules relating to specific areas of Customer Experience Management and Customer Loyalty, including business to customer strategy alignment, implementation, balanced score cards, cultural change, technology alignment etc

6 W HAT YOU TAKE AWAY x x x T T B x

7 MODULE 1 AGENDA EVENT PROGRAMME The 12 Steps to Creating Great CEM Programmes Key components of latest generation change methods Re-evaluate your business by understanding why we need new approaches to enterprise change. The 5 levels of the organisational misalignment Looking at best practices in designing great CEM programmes. Key components that are in use by the best practice companies around the globe in various industries. This includes B2C and B2B oriented organisations. Examining the 12 steps to success. Looking at each of the 12 steps to CEM success, their components, and working. The inter-working of these 12 steps with each other and how to adapt these to your own organisation. Use of these 12 steps by other great organisations. How are these 12 steps being adapted by other great companies. Learning from the best, and thinking about adoption strategies. MODULE 2 Next Generation Journey Mapping - Discovery, Prioritisation and Optimisation Critical Success Factors underpinning next practice approaches. Introduction to the delivery methodology Journey Mapping and agile discovery Discovery at a journey, process or activity level. Understand an agile way to map and understand Customer Journey Maps so nonprocess trained practitioners can meaningfully contribute to a change programme. Diagnostics and Causal Level Analysis 3 key tools to identify the most important Points of Failure and Causes of Work. Linking causal components to effect outcome. Understanding how causal level diagnostics creates a faster and more agile approach to identifying efficiency opportunity that traditional methods miss.

8 Efficiency Measures 2 techniques of measuring Cause of Failure and Impact of Failure measures. Implications on changing these measures against real world strategies. Stakeholder Level Discovery Successful projects require stakeholders with the appropriate balance of authority, influence, interest and involvement. This section highlights the importance of stakeholder analysis as a preparation for practical, structured and low risk implementation. Priority Assessment Matrix Prepare for implementation by determining the priority for change approach using techniques to split change programmes into the most effective tranches by a rapid 2 or 3 dimensional model. Create the inputs for project planning which can align to whatever project management methodology you use within your organization. MODULE 3 The Advanced Customer Wants/Needs Framework Understanding VoC and its strengths and weaknesses. Understanding how predictive outcome based techniques create a greater level of customer intimacy and discover an understanding of customer preferences that traditional approaches miss The Advanced Customer Wants/Needs Framework Moving from traditional Voice of Customer or customer qualification (sub-optimal) to an Outcome based customer needs framework. Learn how to define the Customer Needs Framework as a means of driving customer strategy, and differentiating you from your competitors by harnessing a combination of customer thinking and ultimate outcome based definition techniques. Learn to derive insight that the customer may never articulate or even understand! MODULE 4 Practical Delivery of Innovated Change Solution Alternative Landscape - Quickly identifying the range of possible solution options to improve the process. Identify the solution action that delivers most impact but

9 considers real world strategy, cost, time and resource availability implications. Define future state that significantly reduce the Impact of Failure Analysis Measure. Optimised Future State that significantly reduce the Impact of Failure (IOF) and Cause of Failure (COF) measures. Identify remediation actions that can be completed in expedited timescale i.e. in days where previous generation methods took weeks or months. We will discuss how to analyse the improvement benefits versus the costs associated to delivering them. Learn how to measure and prioritise improvement actions balancing strategy focus to investment to return. Customer Aligned Future State Align optimized future state to the Customer Needs Framework and deliver significantly enhanced performance, with minimized Efficiency Measure Calculations. Understand how the future state environment harnesses the revenue, cost and service agenda of organizations simultaneously and far beyond previous generation approaches. MODULE 5 CEM and Delivery Strategy CEM as a strategic tool. Looking at why CEM is important, where its been used, and how it has benefited other organisations. Types of CEM. Looking at how CEM is used by companies around the world, and which one is best suited to your organisation. CEM best practices. What are the best practice companies around the world doing in terms of CEM. How best can we learn from these companies. The CEM model to success. Looking at the components of the CEM model as a strategic tool. How to use the model and how to adapt this model for your own organisation.

10 MODULE 6 CEM and Loyalty link Types of customer loyalty, and benefits of each. Examining the three different types of customer loyalty, and looking at the importance of each of these to the organisation. Discussing the impact of emotional attachment to an organisation, and how to build emotional attachment. Examining the role of CEM with customer loyalty. CEM s key and cruise role in building customer loyalty is examined. Moreover strategies to adapt this to your own organisation are discussed. MODULE 7 Bringing all techniques together to prepare for real world application Real World Case Studies Apply all the thinking and techniques and apply into a real world case study and create a new service environment in a matter of hours matching or exceeding what the customer delivered in real life. Case Studies will be taken from a multitude of industries which will be adjusted to the needs of the participants and agreed at workshop outset. Workshop Activities and Exercises Bring together all the tools and techniques learnt during the workshop to deliver change to a core area of a real life organisation. This is a 2 ½ exercise where the delegate can use all the thinking and tools from the workshop to identify greater impact than the organisation managed to deliver in more than 3 months. Competency Assessment for Certification Participants will develop and practice their ability to assess and evaluate their organization s existing competence in achieving successful customer outcomes. The certification and delegate assessment will focus on using the thinking and methods to develop and build a properly prioritized and pragmatic transition plan toward the creation of an optimised change framework that is also truly enterprise customer centric.

11 WORKSHOP LEADERS Charles Bennett is a leading international expert in customer experience management. Works for companies looking to take currently accepted best practice and emerging next practice into their organisations. Uses specialist skills as a programme and project director, world class trainer and coach, BPM expert, change management specialist and mentor to organisations in making strategic decisions. Approach is hands-on and dynamic and designed to enhance conventional thinking in his specialist subject areas. Always looks for ways to help organisations to boost their performance by placing the customer at the core of every aspect of the business. Blending traditional best practice with emerging, but proven, next practice approaches leads to significant and measurable improvements in business growth, market share and competitive advantage over even those who claim a customer experience pedigree! An authentic, inspirational business leader who can energize both organisations and individuals. Frequently invited as a key note speaker or chairman at events all over the world speaking on strategic and operational issues around customer centricity and business process management. He has also delivered a number of customer centricity workshops in Saudi Arabia & UAE too in the past for some very prestigious organisations such as the Saudi Ministry of Defence, Emirates Group, Citibank and Hewlett Packard etc Dr. Osman Khan is acknowledged as one of the world s leading experts in Experience Management and Customer Loyalty. He has over fifteen years of experience working with companies to improve their business performance. His main areas of expertise are in Customer Experience Management, Customer Loyalty and Satisfaction, Emotional Attachment, B2B Marketing, Social Media and Strategic Marketing. He has worked with numerous companies across the globe as a consultant, trainer, researcher and as a leader of the marketing team. His past experience include working as a Marketing Director at a high-tech IT firm, consulting for multinational mobile operators from Europe and the Middle East, as well as helping firms within the UK and USA in improving customer loyalty, increasing sales, and reassessing strategic marketing goals. Osman has an MBA and a PhD in Marketing (Bradford). He has recently published three books on CEM, and Customer Loyalty at the European Centre for Best Practice Management. He is also on the Judging panel fr the UK Customer Experience Award, UK Customer Service Training Award and the Theme Park & Visitor Attraction Award. Moreover, he is actively engaged in conducting research and consulting work in the areas of CEM and Emotional Loyalty Management. He is on the editorial board of four international journals, as well as on the board of directors of three international firms.

12 NEXTTEN ADVANCED CUSTOMER EXPERIENCE MANAGEMENT CERTIFICATION(ACEM) We are proud to offer this workshop with the most advanced approach to accreditation available in the industry. For the first time workshop delegates can: Certify their credibility and expertise in the thinking, techniques and application either by on-line or workshop assessment Immediately understand the areas where knowledge and skills would benefit from being advanced with clear supporting explanation Provide a framework to easily maintain and update skills and knowledge so practitioners remain as up-to-date with technique application as when first qualified Provide real life guided exercises so certified practitioners can apply their capability in the safety of a simulated environment Provide a portal of articles, case studies, video and research resources which will extend over time to cover most subjects in customer experience management We have created an opportunity to learn a whole host of new thinking and techniques: Create new customer experience innovation opportunities which can impact your business performance by 30% in less than 60 days Identify new initiatives in a fraction of the time often in a matter of hours Learn from the case study experiences of customer innovation leaders all over the world Understand the 12 steps to create a customer centric organisation that can impact your revenue, cost and service simultaneously Learn how to get customers to love your brand.

13 TESTIMONIALS We have received hundreds of testimonials for this Training and Certification programme. Here are some for you to see: Brilliant process education and insight. Great for both process engineers and business. Trevlyn Chetty Investec Very useful for my next role. Murtaza Kanchwala Klados Solutions Mind shifting. M Maddala Barclays Capital Well done. Loved the energy and ability to keep the process together. D Coetsse DPSA Absolutely fantastic and enlightening. Aninka Marshall Isuzu Australia Created a paradigm shift and a new perspective of viewing process. Kwok Wend Long NTU Very useful session and very interesting. It successfully demonstrates how doing things differently can make things better for you and your company. Akmal Khan Hewlett Packard Enjoyed application. Enjoyed diversity of discussions. M Harsha RMB The workshop was very helpful. What I appreciated most was it helped me think differently about applying process a different way of viewing process that is holistic and complete. Portia Magi Investec Bank Thank you for the training that will help us breakthrough. Maria Mestre, SVP Citibank Very smart. Well delivered. Learnt well. Matt Lightbown Telecom N2

14 Well put together and well delivered. Geoff Blokland Elastomer Products Thank you for your incredible insights. M Raj Citibank, VP Citibank Jacksonville Excellent presenter and well delivered. Eoghan Young Storm Technology Excellent speaker. Enjoyable workshop. Gained useful insight. Peter Burke LGCSB Well thought out workshop. Speaker used great examples and involved everyone. Well done. Katie Sandham Bord Gais Energy

15 We are NextTen Thought Leadership Training Mentoring Delivery Conferences Speaking Diagnostics Research Talent Mgt Certification Facilitation Empowerment & Motivation Everything we do is motivated by the Customer Expectation Management and Customer Loyalty Agenda