Total Customer Experience

2013 November 6 th & 7 th 2013 San Diego, CA Total Customer Experience Customer Experience Planning Aligning CX, UX and Product Management Customer Journey Mapping Multi-Channel and Touchpoint Identification Customer Relationship Measurement Collaborative Experience Design Loyalty Marketing and Customer Advocacy ROI and Performance Management

Agenda At-A-Glance 8:00 am Registration and Breakfast Wednesday, November 6 th 8:30 am 9:45 am Opening Address: A Day in the Life of Your Customer Knowing customer behaviors and motivations to win and keep business Keynote: Collaborative Experience Design An organizational collaboration approach to designing experiences that delight users 11:00 am 12:00 pm Lunch 1:00 pm CX Keynote: Integrated Customer Experience System for ensuring a uniform customer experience across all touchpoints UX Keynote: Storyboarding Mobile Experiences Creating a comprehensive vision for your project be it mobile app, website, physical product or beyond with a simple, scalable storyboarding framework Total Customer Experience Experience Design Total User Experience Customer Experience Journey Mapping The road to exceptional customer experiences Voice of Customer Excellence Developing and utilizing customer insights and preferences to create an improved and optimal user e-commerce experience Agile UX Transformation Address the gaps between the agile development model and user experience design 2:15 pm WOM-Driven Customer Loyalty Understanding the reach and power of digital media to create optimal customer engagement Ethnographic Research & Design Understanding and utilizing ethnography as a social design tool Digital Touchpoints Identification & Alignment Develop an iterative process of aligning CX requirements with UX development 3:30 pm Maximizing your Return on Customer Experience Influencing the behaviors of users and customers to achieve the desired returns Test & Learn Use test and learn analytics to gain insights into customer and product needs Using UX Methodologies to Create a Culture of Innovation Creating loyal UX advocates and partners for change 4:30 pm Day 1 Closing Keynote: Designing Great Products Getting the Skinny on MVPs, Minimum Viable Products before building the final fat product 5:30 pm Networking Reception 8:30 am 9:45 am Opening Address: Product Planning & Value Creation Defining and communicating business value throughout the development process Keynote: Cross Channel Experience Design Craft a uniform experience across sales channels and touchpoints Thursday, November 7 th 11:00 am Operationalizing the Customer Experience A practical roadmap for action across your organization Experiment Loop Optimization Going deeper on the Experiment Loop to test and validate your product vision 12:00 pm Lunch 1:00 pm Customer Relationship Measuring & Monitoring Framework for evaluating and monetizing customer relationships Scenario-Driven Design Create stories that visualize a new user experience through scenario analysis 2:15 pm Day 2 Closing Keynote: Driving An Experience-Based Culture Reinforce products and brands through strong experiences 3:15 pm Adjourn

Roy Barnes Customer Experience Expert Blue Space Consulting Formerly SVP Marriott Vacation Club Rob Maigret Entertainment Technologist Formerly SVP of Global Creative The Walt Disney Company Aliza Carpio PD lead and Social Media Manger Intuit Carol Buehrens Customer Experience Strategist ICW Group Sean Van Tyne User Experience Director Fair Isaac Co-Author of The Customer Experience Revolution Chad Q. Martin Senior Mobile Designer Hewlett-Packard Daniel Romano Head of User Experience & Design Disney Interactive Entertainment Sharon Carmichael Manager, User Experience Sony Electronics Nick Hofer VP of Marketing OneRoof Energy, Inc. Tressa Daniels Manager, User Experience Design CareFusion JonDelina User Experience Research Manager Kelly Blue Book Teena Singh Principal Product Manager (User Experience) Oracle Corporation Jeofrey Bean Principal Del Mar Research & Consulting, LLC Co-Author of The Customer Experience Revolution Sean Patrick Principal Promise Advisors Formerly VP of CX at Life Sciences Corp Alberta Soranzo Manager, User Experience & Strategy UCLA Center for Health Policy Research www.altamont-group.com 510-984-2949

The attendee profile at Total Customer Experience 2013 represents a breadth of titles & backgrounds, who rely on using data, insights and technology to understand and communicate with their customers. Who Should Attend? Customer Experience and Intelligence Executives User Experience Professionals Product Managers CRM Managers, Directors, VPs & Analysts Chief Marketing Officers Chief Sales & Business Development Officers Customer Service and Support Professionals Customer Solutions and Technology Heads Customer Loyalty and Operations Officers Marketing Managers, VPs, Directors & Analysts Relationship Managers, VPs, Directors & Analysts Communication Managers, VPs, Directors & Analysts Sales and Business Development Managers, VPs, Directors & Analysts PR & Community Outreach Professionals CIOs, IT Systems and Data Managers Business Analysts, Project/Program Managers Research Analysts and Managers Quality Analysts and Managers Strategic Planners CEOs & Corporate Strategy Executives Creating optimal experiences promotes loyalty and builds Business brand value. Forecasting The challenge 2011 for is a today s two-day, marketers, three-track, learning, developers networking and product summit managers focused is providing on business the right planning experiences by through way of the superior right channels prediction at the capabilities. right time. This Solving comprehensive these challenges program begins explores with the user a breadth - the of organizational customer and what forecasting we understand challenges about in their the wants areas of finance, and needs. market, economic, supply, demand and sales elements. Attendees are given an unrivaled Total Customer Experience 2013 is a two-day, threetrack, learning, networking summit focused on customer opportunity to learn from case studies, hands-on workshops, and technology round tables, presented experience, user experience, product management and by some of the most innovative practitioners, design. thought leaders and methodologists working in forecasting today. At Total Customer Experience 2013, attendees are given an unrivaled opportunity to learn from keynotes, Business Forecasting 2011 is comprised of three case studies, strategy, best-practice and interactive unique tracks; Financial Forecasting, Competitive sessions, presented by some of the most innovative Intelligence and Demand Planning & Forecasting. practitioners, thought leaders and methodologists working Additionally, there is a fourth track included, which in customer management today. This integrated program focuses on building capabilities in statistical provides the most comprehensive customer experience forecasting and leveraging forecasting tools. curriculum on the market today. This is a Attendees vendor/software-neutral from a wide event, range instead of industry focusing and on functional innovative takeaways backgrounds and proven make it best-practice a goal to attend Business strategies. Forecasting 2011. This broad makeup provides exceptional Networking Opportunities to Attendees from a wide range of industry and functional enhance attendees experience at the event, as backgrounds make it a goal to attend Total Customer well as build lasting relationships for continued Experience 2013. This broad makeup provides learning well into the future. exceptional Networking Opportunities to enhance attendees experience at the event, as well as build lasting relationships for continued learning well into the future. Anyone with responsibilities for external customer/client management. www.altamont-group.com 510-984-2961

Day One, Wednesday, November 6 th Opening Address & Keynotes 8:30am - Opening Address A Day in the Life of Your Customer Knowing customer behaviors and motivations to win and keep business Customer lifecycle mapping to visualize value-adding opportunities Utilize a methodology that focuses on relevancy, consistency, frequency, value, recognition and interactivity to win and keep business Focus on emerging media is the customer engagement game changer Develop an engagement strategy using multiple channels and touch points Utilize a new capability model to optimize marketing spend 9:45am - Keynote Collaborative Experience Design An organizational collaboration approach to designing experiences that delight users Create a culture of design that permeates teams and organizations Bring CX, UX and product managers into a collaborative and cross-functional, highperformance organization Create a user-centered experience that leverages design, product and technology excellence Troubleshooting experience design communication, transparency and redundancy Choose from 2 Keynotes: Total Customer Experience Keynote 11:00am CX Keynote: Integrated Customer Management System for ensuring a uniform customer experience across all touchpoints Create and use a multi-channel and cross channel engagement strategy that maximizes touchpoints Utilize both activity-based and value-based marketing to measure both quantitative and qualitative results of engagement Ensure consistency and uniformity of the voice speaking to customer across different engagement touchpoints Leverage customer data and analytics to know their DNA as they experience various channels and user platforms Total User Experience Keynote 11:00am UX Keynote: Storyboarding Mobile Experiences Creating a comprehensive vision for your project be it mobile app, website, physical product or beyond with a simple, scalable storyboarding framework 5 essential elements of good user experience Create a comprehensive storyboard (no artistic skills required) Clarify your own thinking as you execute a vision for your project Give designers and developers clear direction on what they need to create Cast a vision for stakeholders to build consensus at the outset of your project

Day One, Wednesday, November 6 th Breakout Sessions 1:00pm Customer Experience Journey Mapping The road to exceptional customer experiences Learn the strategic benefits of journey mapping your brand promise Uncover the interactions and channels used by your customers Determine how individual touchpoints impact the overall experience Collect and analyze emotions, motivations, actions, questions and barriers Discover gaps, redundancies, distractions, and opportunities Learn how to innovate, streamline and gain the ROI 2:15pm WOM-Driven Customer Loyalty Understanding the reach and power of digital media to create optimal customer engagement Harness the power of user-generated content to increase brand value and develop competitive advantage The importance of customer voice and understanding the risks and rewards associated with customer evangelism Evaluate the costs and ROI associated with WOM and customer evangelism Methodology in how to effectively leverage customer evangelism to increase sales and build brand and reputation Ethical considerations and WOM governance 3:30pm Maximizing your Return on Customer Experience Influencing the behaviors of users and customers to achieve the desired returns Linking the UX to monetization and ROI Integrating decision tree mapping into the planning process Assigning and understanding weighted value touch-points Optimizing the UX for value-added transactions 1:00pm Voice of Customer Excellence Developing and utilizing customer insights and preferences to create an improved and optimal user e-commerce experience Effective methodology used to capture Voice of Customer Ensuring creditable, accurate and usable VOC data Using customer analytics to promote customerdriven innovation Framework for combining VOC with customer analytics, UX and e-commerce data Potential pitfalls and lessons learned in e- commerce VOC data 2:15pm Ethnographic Research & Design Understanding and utilizing ethnography as a social design tool Defining ethnography in a user experience setting Techniques for applying ethnography at the most critical and effective parts of the user experience Properly crafting an interaction-based user experience rather than an interface-based experience Understanding the value ethnography can bring to product design 3:30pm Test & Learn Use test and learn analytics to optimizing features through real-world testing Bring product features to market more successfully through better understanding of what features work Small-scale user testing methodology Large scale A/B testing tools and multivariate testing Encourage test and learn evangelism throughout the product organization Hands on examples of how test and learn works in different product environments 1:00pm Agile UX Transformation Address the gaps between the agile development model and user experience design Use agile design principles for an iterative design process Use test and learn practices and apply the learning immediately to the development process Use prototyping, workshops and sketching to move the design process forward Create a multi-disciplinary, cross-functional approach to user experience design to optimize resources and efficiency 2:15pm Digital Touchpoints Identification & Alignment Develop an iterative process of aligning CX requirements with UX development Map the entire digital landscape of user touchpoints to identify experience opportunities Ensure a uniform and cohesive experience for users to ensure continuity Identify what drives your customers and create a user experience that aligns with their likes Create a channel of development and communication between the customer insights and experience groups and the UX design teams 3:30pm Using UX Methodologies to Create a Culture of Innovation Creating loyal UX advocates and partners for change Usability testing with collaborative and cross-functional teams Physical and virtual collaborative work spaces Dedicated outreach and marketing of user experience success stories and methodologies Extending methodologies, artifacts, and design patterns to partners and customers 4:30pm Day 1 Closing Keynote Designing Great Products Getting the Skinny on MVPs, Minimum Viable Products before building the final fat product Design and create MVPs to learn from customers iteratively Learn to gather, evaluate and unpack key customer insights and delighters Refine your customer interview skills to effectively learn as a team Learn from our case study: How one Intuit team integrated social and mobile in their experience Gain effective tips for brainstorming with your team that keeps ideas and feedback flowing

Day Two, Thursday, November 7 th Opening Address & Keynotes 8:30am - Opening Address Product Planning & Value Creation Defining and communicating business value throughout the development process Develop business plans that define value, align with product goals and objectives, incorporate customer insights and gain leadership buy-in Create product plans that deliver measureable business results that meet market needs and align customer and user experience initiatives Use customer / user feedback and loop it into revised plan iterations to provide continued value to all stakeholders Use business plans to create clear product vision that can proliferated throughout the development organization 9:45am - Keynote Cross Channel Experience Design Craft a uniform experience across sales channels and touchpoints Design an integrated approaching to managing cross channel experience design Ensure a user experience that is consistent with brand objectives and strategic product vision Manage the user experience at all touch points across all channels Incorporate experience mapping to influence cross channel experiences Transform product design into experience design for improved user experience Attendee Quotes: "Obtained 3 action items to research/implement as a result of his presentation "Excellent content" Seminars were very interesting to me and I have brought back a lot of good information to use in my department

Day Two, Thursday, November 7 th Breakout Sessions 11:00am Operationalizing the Customer Experience A practical roadmap for action across your organization Understanding and prioritizing needs Taking action Setting/Resetting customer expectations Delivering on expectations Organizational dynamics (recognition, urgency, support/resistance) 1:00pm Customer Relationship Measuring & Monitoring Framework for evaluating and monetizing customer relationships Creating brand loyalty through customer insights Techniques for combining customer data to create full views of customers and customer segments Strategies for the most effective engagement medium and messaging Monetizing and valuing the steps of the customer relationship journey 11:00am Experiment Loop Optimization Going deeper on the Experiment Loop to test and validate your product vision Learn recommended steps in the experimentation loop to discover deep customer insights Understand how customer value and data drive experiments to prove your leap of faith assumption Learn how to design your experiment with currency that informs your decision to persevere or pivot Learn tips about how to engage your team through the experiment loop process 1:00pm Scenario-Driven Design Create stories that visualize a new user experience through scenario analysis Explore design possibilities through creating multiple scenarios that visualize a user s experience based on key design features Use scenario findings to develop requirements to optimize the development process Pull together stakeholders through scenario visualization to create a holistic design process Develop effective scenarios and determine when to use them in the design process 2:15pm - Closing Address Driving An Experience-Based Culture Reinforce products and brands through strong experiences Develop a roadmap for transforming people, process and technology elements of your customer management infrastructure Create a personalized approach to customer engagement through deeper customer understanding Harness customer intelligence to predict lifetime value and retention capabilities Gain a more comprehensive understanding of customer wants and needs for enhanced strategic and tactical planning capabilities

2013 Area Downtown San Diego San Diego filled with the charm of its Spanish settlers, is a vacationer's paradise. Sun, sand, beaches, mountains, and lakes are all at your fingertips. Known as a world-class destination, it's no wonder they call it "America's Finest City." Located in San Diego s exciting and cosmopolitan downtown, this conference will be close to everything you want to do while in San Diego. Hotel and Accommodation Facilities Our venue s excellent location offers easy access to all that San Diego has to offer. We have scouted locations throughout the region and find that the Anadaz San Diego offers excellent accommodations, an unrivaled meeting environment and tremendous value. Travel This event is best accessed by-way-of San Diego International Airport. San Diego International is a close - three miles away from the hotel, allowing for easy in and out access. Venue Andaz San Diego Earn CPEs CPE Credits: 13 Andaz San Diego 600 F Street San Diego, CA 92101 Altamont Group Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN, 37219-2417. Web site: www.nasba.org. Program Level: Delivery Method: Prerequisites: Advanced Preparation: Basic Group-Live None None Negotiated Room Rate $ 209 / night Reservations: 402-592-6464 Mention the Gateway Room Block to the customer service agent to receive this exclusive reduced rate. Online Reservations: https://resweb.passkey.com/go/gateway2013

R E G I S T R A T I O N Total Customer Experience 2013 November 6-7 th, 2013 San Diego, CA Early Registration ** Early registration is available until: September 13 th, 2013 $ 1,599 Standard Registration $ 1,799 Additional Attendee $ 1,299 Three Attendee Rate $ 3,999 For current discount and group rates, please contact Thomas Johnson at: tjohnson@altamont-group.com or 510-984-2961 Attendee Information Attendee Name Title Organization Registration Information P: 510-984-2961 F: 510-380-7377 Email Additional Attendee Title Name Phone Email For questions regarding group discounts, accommodations or speaker information, contact Thomas Johnson at: Additional Attendee Title Name Email tjohnson@altamontgroup.com Payment Information Check/Purchase Order Name on Card Card Number Expiration Date Credit Card CV2 (card verification number) All mailed registration, inquiries and payments to: Altamont Group Inc. 2625 Alcatraz Avenue, #341 Berkeley, CA 94705 Billing Address City/State/Zip Pay By Check: Checks should be made payable to Altamont Group Inc. The mailing address for checks and tax forms is 2625 Alcatraz Avenue, #341, Berkeley, CA 94705 Altamont Group Federal Tax ID: 80-0533329 Cancellation/Rescheduling Policy: All cancellations made four weeks or longer from the summit s start date will be provided a full refund or credit toward current or future Altamont Group programs. Any cancellations made within four weeks of the programs start date will be provided with credit toward current or future Altamont Group programs. www.altamont-group.com 510-984-2961