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Pre-Conference Workshops - Monday, November 17, 2008
- Workshop A: Integrating Feedback Into Business Processes To Deliver A Better Customer Experience
- Workshop B: How Enterprise Companies Are Using Net Promoter© To Drive Customer Loyalty
- Workshop C: How to Apply Ground-Breaking Loyalty Metrics to Guarantee Differentiation and Profitability in the Consumer Engagement Marketplace
- Workshop D: Delivering Tangible Business Results Through Engaged Employees With Powerful Tools
8:00am – 11:00am Workshop A: Integrating Feedback Into Business Processes To Deliver A Better Customer Experience
One of the most difficult challenges that businesses face is gathering accurate feedback data, both to ensure good customer experiences and to understand where to prioritize resources to streamline business processes. This is primarily because it is increasingly difficult to reach and elicit responses from all types of stakeholder, unless the request for feedback is timely and relevant. In this workshop, we will focus on options available to organizations for gathering feedback and integrating it into your business. What you will learn:
- Defining loyalty
- Identifying the key drivers for customer loyalty what drives the passion?
- Identifying the key moments of truth in your Customers´ Experience
- Mapping the moments of truth to business performance measures
- Providing practical suggestions on coping with the challenges of increase the response rate and feedback accuracy
- Linking the consumer insights to key business metrics to transform research into actionable insight
- Demonstrating the expected Return on Investment How you will benefit:
- Integrating operations to increase customer acquisition, reduce attrition, and enhance advocacy
- Matching business ¨Key Performance Indicators¨ such as customer acquisition and churn rates, to customer attitude to identify the underlying drivers to better allocate resources in key areas of the business
- Delivering interactive results and insight faster, increase efficiency, and increase the value of your reports and analytics
- Utilizing the feedback and integrating into the decision making process for business processes
- Creating the business case required by your finance department in order to justify the spend on a feedback management program
- Understanding how customer experience and loyalty is affecting businesses
Your workshop Leader:
Gary Schwartz
Vice President, Product Marketing
Confirmit
11:15am – 2:15pm Workshop B: How Enterprise Companies Are Using Net Promoter© To Drive Customer Loyalty
Companies today are increasingly face with the challenge of how to retain customers, improve the customer experience, and increase customer loyalty. Successful companies have implemented a Net Promoter discipline to monitor the customer experience at key touch points, measure loyalty of customers, partners and employees, identify performance gaps, and engage customers in a continuous dialog through online communities. Net Promoter is an innovative approach for determining the customer loyalty using a simple and radical question: Would you recommend us to a friend or colleague? Developed by author Fred Reichheld, Bain & Company, and Dr. Laura Brooks of Satmetrix Systems, it is gaining rapid adoption in the business community. It allows companies to track promoters and detractors within their customer base and drive improvements in customer experience to increase loyalty and business performance. In this session you will learn
- Identifying key building blocks for a successful Net Promoter program
- Driving change throughout your organization
- Creating a closed-loop process
- Discovering the economic value of Promoters and Detractors
Your workshop Leader:
Deborah Eastman
Chief Marketing Officer
Satmetrix
2:30pm – 5:30pm Workshop C: How to Apply Ground-Breaking Loyalty Metrics to Guarantee Differentiation and Profitability in the Consumer Engagement Marketplace
Assessing today´s 21st century "bionic" consumer in an increasingly undifferentiated marketplace is more difficult than ever. With consumers behind the wheel like never before, it's critical for brands to measure their equity, their marketing and media, their communications, and their ability to profitably engage consumers against real category loyalty drivers and expectations – as defined by consumers themselves – and not just abstract norms. In the greater scheme of the marketing universe, successful brands must continually strive to maintain or increase brand equity to successfully engage their customers. Brand equity is your brands ability to meet or exceed customer expectations within a product or service category, and by understanding how to measure what motivates loyalty and engagement you will be able to identify and anticipate customer needs and expectations. Brand equity is a unique driver of customer loyalty, and with loyal customers comes profitability!
In this hands-on workshop you will learn how to:
- Understand how customers view your category, compare offerings in the category and, ultimately, purchase in the category
- Understand what consumers really expect from the category and your brand
- Develop and chart a breakdown of your category's loyalty drivers – the specific values, benefits and features that drive purchase, define brand equity, and emotionally bond customers to a brand
- Plot hierarchy of loyalty drivers in the category, including a look at the drivers behind
- The category "Ideal"
- Your brand
- Competing brands
- Analyze your brand's strengths and weaknesses vs. the competition
- Gain an in-depth understanding of how the purchase decision for your category is really made
- Your workshop Leaders:
Robert Passikoff, Ph.D
Founder & President
Brand Keys, Inc.
Leigh A. Benatar
EVP Brand Loyalty & Media Research
Brand Keys, Inc.
Participants will receive a copy of Dr. Passikoff's best-selling book "Predicting Market Success - New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand".
5:45pm – 8:45pm Workshop D:Delivering Tangible Business Results Through Engaged Employees With Powerful Tools
Engaged employees are making a difference. But it´s more than that, engaged employees with right tools and processes delivers tangible business results. In this session, David is brining his team of Rackers to demonstrate a showcase on how to ensure a 15% profit margin with the right people and right process. Most recent customer feedback data will be presented and analyzed as well. What will you learn:
- Designing the loyalty strategy with a passionate team
- Examining what fanatical support means to our customers
- Understanding how six sigma tools come into the picture and what´s the impact
- Presenting on the most recent data collected from the market and examining the loyalty index improvement
- Linking the loyalty index with profit margin for sustainable growth How will you benefit:
- Understanding and experiencing the power brought by an engaged team
- Learning various tools involved in the program design
- Getting access to the real data that are measuring the result and showing the difference
- Evaluating and Quantifying the loyalty to achieve and sustain high profit margin
Your workshop Leader:
David Belle-Isle
Senior Vice President
Rackspace Managed Hosting