PROFESSIONAL TRAINING SOLUTIONS
Morning Session
8:30 - 9:30 Registration and Networking (Continental Breakfast)
9:30 - 11:00 It's So 2.0 Out There
This is the overview segment .This will look at what's happening in marketing today, what are the causes of the changes that are shaking up the traditional marketing world and a look at the new marketing models that are needed to have the impact and to overcome the difficulties that traditional marketing has run into.
11:00 - 11:30 Break (Coffee, Soft-Drinks)
11:30 - 12:00 Exercise
12:00 - 1:00 Lunch
Afternoon Session
1:00 - 3:00 Jim Barnes: Where's Your Customer Hat?
This session will address the need for a company to build a strategy to create and deliver meaningful customer experiences. The customer experience is positioned as an essential component of a customer strategy and one that is not particularly well understood or executed. Four interpretations and applications of customer experience will be explored, along with the role of experience in creating emotional value for the customer, ultimately leading to loyalty.
3:00 - 3:30 Break
3:30 - 5:30 Jim Barnes: Value Creation: The building blocks of an experience strategy
This session is a hands-on workshop that focuses attention on the creation of value and the fact that value can be of many different kinds, some more valuable than others. It discusses particularly the creation of emotional value at a series of levels in a customer strategy model. It engages participants in an exercise in how they can create value in their own organizations. Finally, it introduces the twelve building blocks of a customer experience strategy, with examples of companies that are creating emotional value for their customers through the application of these twelve techniques.
8:30 - 9:30 Registration and Networking (Continental Breakfast)
9:30 - 11:00 It's So 2.0 Out There
This is the overview segment .This will look at what's happening in marketing today, what are the causes of the changes that are shaking up the traditional marketing world and a look at the new marketing models that are needed to have the impact and to overcome the difficulties that traditional marketing has run into.
11:00 - 11:30 Break (Coffee, Soft-Drinks)
11:30 - 12:00 Exercise
12:00 - 1:00 Lunch
Afternoon Session
1:00 - 3:00 Jim Barnes: Where's Your Customer Hat?
This session will address the need for a company to build a strategy to create and deliver meaningful customer experiences. The customer experience is positioned as an essential component of a customer strategy and one that is not particularly well understood or executed. Four interpretations and applications of customer experience will be explored, along with the role of experience in creating emotional value for the customer, ultimately leading to loyalty.
3:00 - 3:30 Break
3:30 - 5:30 Jim Barnes: Value Creation: The building blocks of an experience strategy
This session is a hands-on workshop that focuses attention on the creation of value and the fact that value can be of many different kinds, some more valuable than others. It discusses particularly the creation of emotional value at a series of levels in a customer strategy model. It engages participants in an exercise in how they can create value in their own organizations. Finally, it introduces the twelve building blocks of a customer experience strategy, with examples of companies that are creating emotional value for their customers through the application of these twelve techniques.
Morning Session
8:30 - 9:00 Networking
(Continental Breakfast)
9:00 - 10:30 Paul Gillin: Understanding and Using the New Tools of Social Media
The new and rapidly burgeoning field of social media is presenting both opportunities and challenges to the people who manage customer relationships. On the one hand, communication tools like blogs, podcast, social networks, online video and group instant messaging present tantalizing new opportunities to engage with customers without the intercession of media institutions. On the other hand, customers can use these same tools to voice negativity, frustration and complaints. Meanwhile, the social media landscape grows ever more complex as new services debut constantly every week and media and investors pile onto the next big thing.
10:30 - 11:00 Break
11:00 - 12:00 Paul Gillin
This session presents a structured, dispassionate view of the social media options available to corporate executives and marketers. It describes the pluses and minuses of each tool as a medium for customer relationships, the opportunities and threats that each presents to business executives and factors that customer relationship owners should consider in choosing which tactics to deploy in their customer engagement initiatives.
12:00 - 1:00 Lunch
Afternoon Session
1:00 - 2:30 Thomas Vander Wal: A Look at Marketing, Social Networks, Folksonomies & Social Tagging
Defines what Social Networks, Folksonomies and Social Tagging are and how they can be used to benefit marketing and customer interaction. This session explains how they what they are, the various ways people use them, and how to use them to improve understanding as well as improve direct interaction with customers.
2:30 - 3:00 Break
3:00 - 5:00 Naras Eechambadi: Metrics for the New Marketing
Define and measuring marketing effectiveness in a world that the customer controls can be very challenging, since the marketer has limited control over the content and its placement. This session is designed introduce the metrics that are used to measure the effectiveness of social media and networks for marketing. It also looks at these metrics within a broader context of online media and how this fits into overall marketing measurement frameworks. Social media impact and encompass the customer migration chain from awareness to customer advocacy. Effective use of this medium as a marketing vehicle requires that its impact be understood along different stages in that chain and in relation to other key marketing measurements. The link between these measurements and financial ROI is also discussed. The session will conclude with a discussion of marketing mix models and their impact on the allocation of spending across media, particularly social media and other online channels.
5:00 - 5:30 Paul Greenberg: Summary/Seminar Closing Remarks
8:30 - 9:00 Networking
(Continental Breakfast)
9:00 - 10:30 Paul Gillin: Understanding and Using the New Tools of Social Media
The new and rapidly burgeoning field of social media is presenting both opportunities and challenges to the people who manage customer relationships. On the one hand, communication tools like blogs, podcast, social networks, online video and group instant messaging present tantalizing new opportunities to engage with customers without the intercession of media institutions. On the other hand, customers can use these same tools to voice negativity, frustration and complaints. Meanwhile, the social media landscape grows ever more complex as new services debut constantly every week and media and investors pile onto the next big thing.
10:30 - 11:00 Break
11:00 - 12:00 Paul Gillin
This session presents a structured, dispassionate view of the social media options available to corporate executives and marketers. It describes the pluses and minuses of each tool as a medium for customer relationships, the opportunities and threats that each presents to business executives and factors that customer relationship owners should consider in choosing which tactics to deploy in their customer engagement initiatives.
12:00 - 1:00 Lunch
Afternoon Session
1:00 - 2:30 Thomas Vander Wal: A Look at Marketing, Social Networks, Folksonomies & Social Tagging
Defines what Social Networks, Folksonomies and Social Tagging are and how they can be used to benefit marketing and customer interaction. This session explains how they what they are, the various ways people use them, and how to use them to improve understanding as well as improve direct interaction with customers.
2:30 - 3:00 Break
3:00 - 5:00 Naras Eechambadi: Metrics for the New Marketing
Define and measuring marketing effectiveness in a world that the customer controls can be very challenging, since the marketer has limited control over the content and its placement. This session is designed introduce the metrics that are used to measure the effectiveness of social media and networks for marketing. It also looks at these metrics within a broader context of online media and how this fits into overall marketing measurement frameworks. Social media impact and encompass the customer migration chain from awareness to customer advocacy. Effective use of this medium as a marketing vehicle requires that its impact be understood along different stages in that chain and in relation to other key marketing measurements. The link between these measurements and financial ROI is also discussed. The session will conclude with a discussion of marketing mix models and their impact on the allocation of spending across media, particularly social media and other online channels.
5:00 - 5:30 Paul Greenberg: Summary/Seminar Closing Remarks
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Create a customer driven business strategy that is responsive to the need of your most valued customers.
Design an organization to deliver the CRM strategy.
Calculate the net present value of a customer.
Create a framework to understand value from the customer's perspective.
Determine the best set of tools and technology that is right for your business.