DEVELOPING NEW CUSTOMER EXPERIENCE advanced level understand the needs of your customer and designing their future experiences. September 8 9, 2016. Zagreb School of Economics and Management
PROGRAM OVERVIEW Providing excellent customer experience is important for customers loyalty and firm s profits. While it is a topic important to the top management, it is often difficult to translate this into practice. During the seminar we look through the eyes of the customer and understand how they experience your firm at different contact moments. This understanding of your customer is often eye opening and the basis for development new services for your customers. In the next step, we combine the customer insights with trends and specific business objectives (e.g. delighting customers, increasing revenue). The results are better experiences for your customer, clearer differentiation from your competitors and better business performance for the future. The purpose of this seminar is to create new experiences that delight customers, instead of just providing useful products and services and improve firms business performance. Specifically, the seminar aims to: > > Analyze customers rational and emotional needs and their overall experience with the firm > > Practice looking through the eyes of your customers > > Develop a customer journey and identify points for improvement during its implementation > > Practice how to develop new experiences for specific customers, market trends and business objectives > > Train different experience design tools such as stakeholder map, mood maps or personas
PARTICIPANTS WILL LEARN HOW TO Look through your customers eyes to identify their heart and head needs and other stakeholders that influence customers decisions Combine trends with customer personas to address business objectives Create their own customer journey for selected activities and detect the most important touchpoints with the firm Discuss how different media channels support achieving business goals
WHO OUGHT TO ATTEND? This program is designed for professionals who work in management, marketing, market research, innovation, sales or service, who look for gaining comprehensive and structured insights into customer experience design. It is ideal for anybody intending to develop a broad expertise in frameworks and tools to design better customer experiences. The seminar extends the first part as performed in 2015. Fundamentals are repeated and practiced to allow new participants, but also more advanced insights and tools are included. SEMINAR FORMAT We have developed a seminar that is learner-centred, stimulating participants attention and creativity. By combining various teaching methods such as presentation, case study discussion, individual exercises and group work, the seminar improves participants conceptual and hands-on knowledge. Learning through participation, involvement and fun are the key marks of the seminar.
Time Session Day 1 9:00 to 10:30 What drives customer experiences? How do customers experience your firm with their head and heart? What are customer-centered trends that are setting customer expectations? How can we practice getting insights from our customers? 10:30 to 10:45 Break 10:45 to 13:00 How to map and improve a customer journey? What role can digital media play in designing new experiences? Time Session Day 2 9:00 to 10:30 How to link future scenarios, business objectives and personas to develop new experiences? 10:30 to 10:45 Break 10:45 to 13:00 How to implement new experience concepts? What can we learn from best practice implementation?
SEMINAR LEADER Dr. Dominik Mahr combines practical experience with state-of-the-art research. He is currently Associate Professor for Strategic Marketing & Innovation Management at Maastricht University, The Netherlands, and Scientific Director of the Service Science Factory. It integrates research, education and business practice of service innovation and service design to unlock new revenue streams and increase competitiveness. He conducts research in collaboration with the University of Antwerp, Belgium and the University of Wisconsin Madison School of Business. His research centers on recent marketing phenomena including virtual social communities, digital tool kits, online innovation brokers, customer co-creation and the development of new services, published in international high impact journals such as the MIS Quarterly, Journal of Product Innovation Management, Journal of Service Management, or Journal of Service Research. He teaches courses related to innovation management, digital media, mobile marketing, service design, global business, and services marketing at the bachelor, master, and executive level. Prior to his academic career, Dr. Mahr worked for several years in different management and marketing consultancies, operating in industries such as high tech, automotive, real estate, tourism, and insurance. He has retained close links with several leading high tech firms and industry associations in Europe and the US. Among other firm he has worked with Microsoft, ING Bank, Nokia, Johnson & Johnson and IBM. Dr. Mahr was born in Germany. He holds a Master s degree in Service Management from Karlstad University (Sweden), a Master s in Economics from the University in Mainz (Germany), and a Doctor of Philosophy in Applied Economics from the University of Antwerp (Belgium). During his time in the academia he has been affiliated with universities in Poland (Warsaw School of Economics) and the United States (University of Wisconsin Madison).
REGISTRATION INFORMATION The program fee is 1.800,00 kn + PDV. The fee includes tuition, instructional materials, literature, lunch and reception. Number of seats on the seminar is limited. The deadline for registering is August 29 th, 2016.
CONTACT Lana Mažuranić, MBA ZŠEM Business Academy ltd. http://www.zsem.hr/hr/zsem-poslovna-akademija/ Tel 01/4500 309 Fax 01/4830 782 Mail info@zsemacademy.hr