Beyond Traditional Practices

Transcription

1 Beyond Traditional Practices Three primed-to-win workshops that focuses on making great leaps in the field of marketing, customer service and customer experience Workshop A: Making Effective Marketing Decisions with Better Customer Insights Workshop B: 5 Steps to Successful Customer Relationship Management These companies used it... American Express Dell Tesco Samsung Yahoo! and they won Workshop C: Getting the Winning Edge in Services Marketing:Working on the Service, Thinking of the Experience Dr Raymond Teo, Ph.D. These three workshops are brought to you by Dr Teo, adjunct faculty of Singapore Management University, author, thought-leader and practitioner in the field of marketing and customer insights. These companies heard it... Canon South China Morning Post Accenture Hitachi Sheraton Lafarge Hewlett Packard CitiGroup and they will win Be the next in line...

2 Making Effective Marketing Decisions with Better Customer Insights Benefits Of The Workshop Put more money into gaining a better understanding of your customers and prospects, and then market to them in a targeted way. Put an end to the hit-or-miss approach of mass marketing, says Philip Kotler. Good marketing decisions increase a company s revenue several-fold while poor marketing decisions bring about disastrous consequences to the company. The underperformance and failure of many companies are attributed to poor marketing decisions. The advances made in the field of marketing decision-making is regarded as a boon or a bane depending on whether companies know how to capitalise on them to deliver superior marketing strategies. Those that remain in the dark in this regard will not survive the marketing onslaught by their more marketing decision-savvy competitors. It is therefore necessary that today s CEOs, senior managers and marketers know how to demand and use customer insights more effectively to compete in the turbulent and dynamic marketplace. However, those belonging to this group are few and most still find it a challenge to employ marketing insights effectively in their work. Only when marketing professionals are comfortable with the world of customer insights will they demand the form of customer intelligence from their internal departments and external market research vendors that will give them an edge in marketing decision-making. Come, learn and improve the way marketing decisions should be made in your organization. Keep your company closer to your customers and further ahead of your competitors. What participants said... Incredible. I have never known there are so many weaknesses in the way we work on our company s customer insights. The talk is illuminating. Could not have been better. I should have learnt of this earlier. I will definitely implement this framework. Who Must Attend All strategic decision makers, senior managers, senior marketing managers, customer intelligence managers, customer information officers, sales and marketing managers, account managers and any executive involved in planning marketing strategies and responsible for business growth. Workshop Outline The workshop will address the following issues: The cost of gut-feel marketing and the irrelevance of mass marketing. The kind of customer insights that is useful to marketers. Measure the value your company is offering to your customers and learn how improve it. Also learn how Apple ipod won the value race. Improve customer experience with relevant customer insights. Products and services are commoditizing and customer experience is the new battleground. Learn to view segment share as the gateway to market share. Companies that compete in maximizing the share of each segment will always emerge the market share winner. Learn how to create segments for this purpose. Justify your marketing actions. Marketers today are able to use advanced modelling techniques to justify for the strategies they are considering implementing. Learn the tools that can be used for this. Determine the competitive position of your company and of your competitors. Learn how to use perceptual maps to guide the strategic directions of the company. Also learn what information you should track of your competitors. Organize for better insights. This section will focus on the challenge for marketers today and address how organizations should work with external agencies to achieve their goals.

3 5 Steps to Successful Customer Relationship Management Benefits Of The Workshop Customer Relationship Management (CRM), which was the buzzword of the 1990s, has lost its lustre. This is attributed to the very high failure rate of CRM implementations, estimated to be hovering at around seventy percent. In most of these failures, CRM was viewed from a technology perspective (a software) and a knight in a shining armour that will save the company from further ruins. CRM is still the key to growth. However, it must be viewed holistically, drawing its strategic directions from customer insights (analytical CRM), and ensuring the value of its products and services, the staff motivation, the organizational structure, the customer metrics are consistent with this direction. The workshop helps participants see the link between operational CRM with analytical CRM and also ensures that when implemented, it embodies the real substance of CRM. Who Must Attend Strategic decision makers, managers and executives in the areas of sales and marketing, loyalty programmes, customer support, customer service, account management, operations, finance and human resources. It will also be useful for educators seeking to introduce CRM modules into their curriculum. What participants said... The speaker is illuminating. I will make the changes in my organization. Most other workshops fall short on the analytical part of CRM. It is very well addressed here. Raymond is a dynamic speaker. There is so much I have learnt from him. Workshop Outline The workshop will address the following issues: Knowing the real meaning of customer relationship management. Implementing good CRM initiatives using the Five Steps Approach. - Creating Value - Segmenting customers by value - Establishing customer goals - Ensuring organizational alignment - Developing organizational linkages Creating new value for your customers using various value models. Relationship marketing comes with a cost. The most expensive relationship marketing strategies are used only on the most valuable customers. Participants will learn the different ways in which customers can be differentiated so that appropriate CRM strategies can be applied. Segmentation issues will be addressed for both consumer and industrial markets. Financial goals are too remote. CRM focuses on relating customer goals to financial goals so that the latter will be met if the former is attained. Participants will learn to relate the two goals. CRM implementation requires the right organizational ingredients for it to succeed. Participants will learn how they could improve on the organizational structure, develop a culture, and motivate their employees to achieve CRM goals. As analytical CRM (part of consumer intelligence) and operational CRM are closely linked, participants will learn how to determine the customer metrics that they should be monitoring.

4 Getting the Winning Edge in Services Marketing: Working on the Service, Thinking of the Experience Benefits Of The Workshop Forward-looking companies are increasingly aware that customer experience is the critical differentiator in today s commoditising economy. These companies commit themselves to succeeding in the new world by providing that ultimate experience to customers. The key to successful experience management lies in identifying key customer experiences that bring about outcomes in the form of increased satisfaction, loyalty and profitability, improving on them, and making them key performance indicators (KPIs) in the company. Come, learn and make changes to your organization to delight your customers. Reposition your company so that when customers think of great experiences, they think of your company. Who Must Attend All strategic decision makers, senior managers, senior marketing managers, senior operational managers, marketing managers, customer service managers, and any executive who is tasked with winning the service marketing and customer experience race. Workshop Outline The workshop will address the following issues: Take the big leap in customer experience delivery by allowing your customers to decide what good experience is. Learn of advances that accurately determine the services that matter to your customers experience. Learn also to avoid shortcomings of the traditional customer feedback approaches. Learn to use the correct tools for making the big leap in service delivery. Learn about how you can maximize your customer experience investments. Address the expertise issues in your company for taking the leap in delivering better customer experience. Develop key performance indicators that impact marketplace outcomes and align operations to them. Manage customer experiences in a heterogeneous market. Learn the state-of-the-art in customer segmentation. Learn the role of employees in providing great customer experiences. Find out the implications to your company. What participants said... Wow. I had never known until now that it is possible to pinpoint experiences that matter to customers. Absolutely great content. I now recognize the precarious position my company is in. We are truly lacking in the expertise to provide the experience to our customers.

5 Workshop Leader Dr Raymond Teo, who is with the adjunct faculty of the Singapore Management University, is a leading authority in obtaining and using customer insights for marketing, enhancing value and customer experiences. He is an author, thought-leader and practitioner of the use of customer insights for enhancing customer experience and for delivering better value to customers. As a thought leader, he is regularly invited to speak at regional conferences and conduct workshops in such fields. Some of the topics he spoke on recently include Developing an effective customer intelligence framework to drive retention, Ensuring Superior Customer Information and Knowledge Through Better Design and Analysis of Information, Winning the Number Game: Transforming Valuable Customer Data & Information into Customer Intelligence, and Unleash the Full Power of Customer Relationship Management: The Total Customer Intelligence and Holistic Implementation Approach. He regularly conducts customer-related workshops for managers and executives at the Singapore Institute of Management and the Hong Kong Management Association. Dr Teo had authored the book Maximising Profits: The Customer Centric Approach and which was published by Prentice Hall in He is working on his next book Sustainable First Class Customer Experience: Many Will Try. Few Will Succeed. Dr Teo co-founded Blue-dge in 2003 to address the weaknesses in the use of information in companies and research firms. He saw how companies were spending millions of marketing dollars without ever evaluating their returns. He also saw gut-feel and mass marketing approaches leading companies into their graves. In 2005, International Media Unit of London Weekly Telegraph regarded it as the best-in-class, dynamic, exciting and shaking up the world of customer insights. He had not only helped many companies improve their customer experience frameworks and marketing strategies, but also global research giants develop consumer competitive intelligence products in the region. Dr Teo, a Chartered Marketer (CIM,UK), obtained his Ph.D. (in field of service quality and marketing) from the University of Western Australia, Master of Business Administration degree from the University of Strathclyde and Bachelor degree from the National University of Singapore. Dates Workshop A: Workshop B: Workshop C: Time 9:00 am - 5:00 pm Making Effective Marketing Decisions with Better Customer Insights Monday, 2 June Steps to Successful Customer Relationship Management Tuesday, 3 June 2008 Getting the Winning Edge in Services Marketing: Working on the Service, Thinking of the Experience Wednesday, 4 June 2008 Fees per Workshop HKMA Members: HK$2,800 Non-members: HK$3,000 (Lunch is provided with compliments) Language Medium English Venue 1-6/F First Commercial Building Leighton Road Causeway Bay HONG KONG Tel: Registration All interested parties are requested to complete the registration form and return it together with appropriate fees to The Hong Kong Management Association on or before 23 May Reservations by fax on are welcome but are subject to payment in full prior to programme commencement. For information on the workshops, please contact Ms Christine Choy on or Mr S H So on For registration details, please contact Ms May Tang on No separate letter of acceptance will be issued but participants will be informed at least one day prior to the event. As space is limited, bookings will be on a first-come, first-served basis.

6 The Hong Kong Management Association Registration Form To: Director General The Hong Kong Management Association Top Floor Unit M Phase III Kaiser Estate 11 Hok Yuen Street Hunghom KOWLOON I would like to reserve a seat for the following workshop(s): please tick A. Making Effective Marketing Decisions with Better Customer Insights (AC FC) B. 5 Steps to Successful Customer Relationship Management (AC FC) C. Getting the Winning Edge in Services Marketing (AC FC) Enclosed is a crossed cheque for HK$ (made payable to The Hong Kong Management Association) for the workshop(s). Cheque No. Name: Mr/Ms Position: Company: HKID Card No.: HKMA Membership No.: Company Address: Co. Telephone: Fax (office): Where did you FIRST learn about this programme? OINA Promotion from HKMA Direct Mail by Post HKMA Website MTR Station Display (Please specify): Exhibition (Please specify): Signature: Date: Fee paid by company self * Please photocopy for more registration forms if necessary. * No refund will be made after payment, but participants can arrange to have their places substituted should they be unable to attend the workshop. * Reservations are subject to confirmation by payment in full prior to programme commencement and receipts will be issued within ten days after the payment is received. * Personal data will be used for the purposes of market research, programme development and direct mailing.