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18 November 2019
20 November 2019
22 November 2019
The customer landscape is rapidly changing, and consumer expectations continue to increase with every new smartphone app, every streamlined digital service, and every highly personalised digital offer. The result is that today’s customer experience is constantly being transformed by a confluence of technology, innovative competition, and new consumer social behaviours.
To survive and compete successfully in this new environment, a business must view disruption not as an isolated threat but as an ever-present reality. This means that success requires rapidly figuring out how to leverage new technologies to deliver the most frictionless experience possible to each customer, one customer at a time, integrated carefully across every possible customer touchpoint. And a successful business must be able to do this flawlessly, at scale.
Customer loyalty and trust are the most valuable assets a business can have when competing in this new dimension, a dimension based not just on how many products a business can sell, but on how strong a business’s customer relationships can be made. On one hand, this will mean identifying the business’s most valuable customers to ensure their loyalty and continued patronage, while also recognising the different needs that different customers have, in order to communicate with and serve each customer in an individually relevant way. But on the other hand, it means harnessing data, analytics, and creativity to make the most relevant and effective offers to prospective customers, carefully balancing existing customer loyalty with the need to more efficiently acquire new ones and replenish the customer base.
Join us in this comprehensive one-day masterclass and learn from San Francisco-based Don Peppers, one of the world’s most widely known and respected CX experts! With over three decades’ experience and several best-selling books to his credit, Don is THE master of all things customer. Sales, marketing, customer service – wherever customers are involved, Don’s perspective is invaluable. So join us to learn how you can perfect your own organisation’s customer service, which will enable you to survive and prosper in this highly disruptive world!
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Session 1: Treating Different Customers Differently
Customer centricity, customer experience, one-to-one marketing, CRM. No matter what term you use, “treating different customers differently” may be the shortest possible description of the technology-caused revolution that has transformed the nature of business competition. And because technology now makes it possible to treat different customers differently, it has also made it competitively necessary to do so. In this initial session, we will explore issues such as customer loyalty, share-of-customer, customer relationships, and customer acquisition tactics.
|10:30||Morning tea break|
Session 2: Customers Are the Biggest Disruptors of All
Every time a customer is well-served by Amazon, Google or Apple, their expectations go up with respect to the kind of customer experience they will demand of your own company. Without a set of customers seeking some kind of CX improvement, no technology disruption would occur, so your customers are the primary driving force behind every competitive disruption made possible by technology. And what is the best defense? How can you minimize the danger of some new technology undermining your own CX and turning your customers against you?
Session 3: How to Survive When Your Entire Business Model is Disrupted
You may have eliminated nearly all the friction in your CX, but your business is still vulnerable to disruptive technologies that threaten your business category itself. Uber has disrupted taxi companies and limousine services with even the most customer-oriented, frictionless customer experiences. The only reliable defense to a category disruption such as Uber or Airbnb is to migrate with the competitor to the new category, and to bring your customers with you. And the key to doing this is to earn and keep your customers’ trust.
|15:30||Afternoon tea break|
Session 4: Optimising by Customer: Building the Business Case
Understanding the economics of customer-centric activities is necessary if executives want to be able to justify the strategy, evaluate it, and compare different CRM initiatives and programs. The business objective behind customer centricity is to create as much value from every customer as possible, over as long a period as possible. However, creating genuine enterprise value from customers is a constant balancing act – an optimisation problem.
|17:00||End of Masterclass|
Customer experience management
Understand why managing each customer’s experience is vital to every business today, and how to do it
Data and analytics
Improve on your existing customer data practices, in order to build better customer relationships and to strengthen customer acquisition efforts
Learn not just how to win your customers’ loyalty, but how to keep them loyal even when competitors match your product, service, and pricing (no, we’re not kidding!)
Understand why the new consumer ecosystem has made customer trust more important than ever, and identify five basic principles for earning that trust
Understand the important difference between observational customer data and interactive data, and what this means for making better customer decisions
Figure out how to calculate both the costs and the benefits of better customer relationships, and how to communicate the business case for your customer initiatives more effectively with your CFO
“Don was a hit with the audience and a pleasure to work with. His content is relevant and practical, and his speaking style is personable and entertaining. He was able to get his message across in different cultures (Chile and Colombia), which is an accomplishment that not all speakers achieve.”
“Don Peppers opened the World Marketing & Sales Forum with his keynote and it was the perfect start. His message was right on target — relevant and insightful. We received great feedback from the attendees.”
"Thank you so much!…We received really positive feedback and they couldn’t get enough of you…The most important inspiration for me is how you’re practicing what you’ve been preaching."
"Don totally energized the room, got everyone excited and made them think about how technology is driving change in the customer experience domain. Case examples were perfect to illustrate his arguments and he added tremendous value to the conference. Thank you for sharing your expertise with the audience."