International Branding: January 2008 Archives
The event will be held in two sessions:
Session 1: Customer Experience Management
An attractive
customer experience is critical for differentiating brands.
In his presentation, Dr. Bernd Schmitt will cover tools and
methodologies for managing the brand experience. He introduces
the five-step Customer Experience Management (CEM) framework,
a comprehensive tool for managing the customer experience and
connecting with customers at every touch-point. The framework
demonstrates how CEM enables managers to:
" Gain original insight into the customer's world
" Develop an experiential strategy platform
" Create a unique and vivid brand experience
" Provide dynamic interactions at the customer interface
" Innovate continuously to improve customers' lives.
As part of the CEM framework, Mr. Schmitt will present cases of successful CEM implementations in a wide variety of industries. Join us to see how he links customer experience to customer equity - the financial value of customers.
Session 2: Experience Engineering
Through illustrations from Fortune 100 clients, Dr. Lou Carbone will share how the systematic design and delivery of experience clues can have immense impact on customer value, loyalty and the bottom line. Experiencing thought leader and author Lou Carbone will change the way you think about customer experience forever. His message to business leaders and professionals is simple: Create customers that come back and customers that tell others, by connecting emotionally with them through the experiences you deliver.
Carbone urges business to focus on managing experience "clues", conscious and unconscious, because experiences are what customers value most. He stresses that the world has moved from making and selling to sensing and responding-a dynamic change that requires new competencies.
Complete info here >>
