Perfecting the Art of Customer Service in a Disruptive World

Use Don Peppers’ Bullet-Proof CX Strategies To Grow Your Bottom Line

18 November 2019, Singapore

20 November 2019, Malaysia

22 November 2019, Hong Kong

Register Within Early Bird Period To Enjoy Lowest Price!

18 November 2019

20 November 2019

22 November 2019

Course Introduction

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!

About Don Peppers

Founding Partner

CX Speakers LLC

Don Peppers is a best-selling author, blogger, widely-acclaimed keynote speaker and global CX authority.

A marketing futurist and accomplished trend spotter, Don has educated and motivated audiences in more than 60 countries around the globe, with presentations and workshops focused on how businesses should compete in today’s more dynamic, technologically fast-moving world.

China Digital Marketing Masterclass by Ashley Galina Dudarenok, top Chinese social marketing Blogger, author and speaker.

Masterclass Agenda

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08:30 Registration
09:00

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.

  • Two dimensions of competition – product-centric and customer-centric
  • Customer loyalty: behavioral loyalty vs. attitudinal loyalty
  • Loyalty programs: How to use them, and five “best practices”
  • Customer relationships and the I-D-I-C model
  • Differentiating customers by their value and by their needs
  • Customer acquisition: focusing on the right kinds of customers
  • Customer insight vs. customer experience: analytical vs. operational CRM
  • Gaining and using the right insights into customers and their needs:
    • Objective, observational data; and
    • Subjective, interactive data.
  • Benefiting from the mechanics of a “Learning Relationship”
  • Table Exercise: Creating a learning relationship
10:30 Morning tea break
10:45

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?

  • The increasing importance of the customer experience in all businesses
  • The four qualities required for a truly frictionless CX:
    • Reliability
    • Value
    • Relevance
    • Trustability
  • “Customer experience duality” and the twin benefits of a frictionless CX
  • Product competence and customer competence
  • Table Exercise: Removing friction from the CX
12:30 Lunch

 

13:30

 

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.

  • Three obstacles in becoming customer-centric, and how to deal with them
  • Trustability (proactive honesty) as a competitive advantage
  • Good intentions vs. competence
  • Applying the “Principle of Reciprocity” to customers
  • What Amazon, USAA, and John Lewis have in common
  • Be Apple, not AOL. Be Netflix, not Blockbuster.
  • Five ways to improve your company’s trustability, and a few shortcuts for signalling it
  • Table Exercise: Improving trustability
15:30 Afternoon tea break
15:45

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.

  • Differentiating customers by their value
  • Defining and understanding customer lifetime value (LTV)
  • Table Exercise: Managing in the face of customer scarcity
  • Understanding the “Return on Customer” metric and calculating it
  • How to assess the value of a customer you don’t yet have
  • When is ROC a more useful metric of success than ROI (and when is it not)?
  • Balancing customer acquisition and retention: how to prioritise the right activity in your marketing budget
  • Understanding customer equity, enterprise value, and total shareholder return
  • How to be a “value creator” rather than a “value harvester”
  • Why maximising Return on Customer requires earning customers’ trust
17:00 End of Masterclass

Key Takeaways

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

Customer loyalty

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!)

Customer trust

Understand why the new consumer ecosystem has made customer trust more important than ever, and identify five basic principles for earning that trust

Gaining insight

Understand the important difference between observational customer data and interactive data, and what this means for making better customer decisions

Customer economics

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

Who Should Attend

The course is designed for practitioners who have responsibility for any part of the customer experience journey within their organisation, which involves sales, marketing, and customer service. Heads of marketing and marketing support functions, marketing managers, brand managers, customer service managers, account and relationship managers, sales executives, chief marketing officers and chief customer officers will all find this course interesting and useful.

How You Will Benefit

  • You will learn the secret for staying ahead of your competitors by providing customers with better, more personalised services
  • You will learn why the best customer experience isn’t usually the most extravagant and lavish, but rather the most straightforward and flawless, and how to deliver on this important fact
  • You will find out how to recognise and deal with the three biggest obstacles your business is likely to face as it tries to become more customer-centric
  • You will be able to spot some of the pitfalls and traps that often plague customer data analysis, even without having to write an equation or calculate a number
  • You will become a more knowledgeable authority when it comes to evaluating marketing policies, practices, tactics and technologies of all kinds

How Your Company Can Benefit

  • Your business managers will be able to understand the factors affecting the loyalty of their customers, and how to positively affect those factors
  • Your marketing professionals will learn how to communicate more effectively with the CFO and other financial managers, and how to make their case more persuasively
  • Your company will be able to identify the specific drivers of customer satisfaction and loyalty, along with the most appropriate strategies for affecting these drivers
  • Your employees, even down to the rank and file, will become more committed and loyal, as they recognise the implications of basing company policies on earning customers’ trust

Testimonials

“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."

SAP

“Don brought an energetic and thoughtful presentation that really challenged how we think about the customer experience. Because of Don, we immediately embarked on a strategy to remove any and all friction from the customer experience. While his presentation was just an afternoon, the impact it had is shaping how we think about how we interact with both staff and customers.”

Joe Hayman, CEO, Southern AgCredit

 

Download Now! Get A FREE chapter from Don Peppers’ most recent book, Customer Experience: What, How and Why Now

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