Forrester: - Making Leaders Successful Every Day

With more access to information, more sensitivity to price, and less sensitivity to advertising, customers are getting harder to win and keep. Organizations try to woo these empowered consumers with mediocre customer experiences — but it wont work. Firms that can raise the bar on customer experience will keep more customers during the downturn and be better prepared to gain marketing share in the recovery.

In this interactive Workshop, learn how to apply tools and methodologies to dramatically improve your firm's customer experience and infuse customer-centricity into its DNA. Forrester analysts teach you concepts like Experience-Based Differentiation and the voice of the customer, and then you apply the information through hands-on exercises with other attendees.

During this full day of presentations, hands-on exercises, and discussions, Forrester analysts teach you how to:

• Apply Experienced-Based Differentiation. Organizations try to win and retain consumers with customer experiences, but to build and sustain a long-term competitive edge they need to adopt what Forrester calls Experience-Based Differentiation (EBD). Learn the three principles of EBD; take the self-test; and review a case study with your peers, so you can dramatically raise the bar on the customer experiences that your firm provides.
   
• Maintain a long-term perspective. While managing in a recession can demand a dynamic shifting of priorities — often focusing more on cost cutting and short-term goals — Customer Experience professionals should find ways to stay on the path to longer-term objectives. Push your firm to be in a position to sprint ahead of your competitors when the economic environment improves by experimenting and planning long-term strategies.
   
• Make a case for customer experience in a downturn. Customer Experience professionals need to prepare for tightened budgets, intensified focus on costs, and customer dissatisfaction in this economic downturn. To deal with this situation, learn to keep an eye on the customer, prioritize key moments of truth, and focus on small-scale cultural changes. Discuss best practices for building a business case for continuing development of customer experience initiatives.
   
• Build a voice of the customer (VoC) program. Many companies do not have a good connection with their target customers, and they make decisions without incorporating their needs. A companywide connection with customers that includes listening, interpreting, responding, and monitoring will improve customer experience overall. In this Workshop, discuss best practices to get the most benefits out of all five levels of a VoC program.

Who Should Attend?

• Chief customer officers
• Directors or VPs of marketing
• Executives involved with companywide customer experience initiatives

Why Attend?

• Learn customer experience concepts and methodologies that you can use at your firm.
• See how to apply the concepts through hands-on exercises.
• Step back from your day-to-day activities to think about breakthrough strategies.
• Develop action plans to bring back to your company.
• Connect with other Forrester clients who are interested in customer experience initiatives.