Hong Kong Masterclass Details

22 November 2019

Regal Kowloon Hotel, 71 Mody Rd, Tsim Sha Tsui, Hong Kong

Register Within Early Bird To Enjoy Best Price!

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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!

For registration enquiries, contact Jason Lee at jasonl@marketing-interactive.com or at +65 6423 0329

To register, please contact: Jason Lee at jasonl@marketing-interactive.com or at +65 6423 0329.

Hong Kong Masterclass Agenda

22 November 2019 .  (9am – 5.00pm) .  Regal Kowloon Hotel, 71 Mody Rd, Tsim Sha Tsui, Hong Kong

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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