Creating Better Customer Experiences Maximise your market by pleasing customers of all ages

Transcription

1

2 Creating Better Customer Experiences Maximise your market by pleasing customers of all ages The quality of the customer experience suffers when touchpoints become barriers, whether in brand communication, online interactions, retail design or the product or service itself. In today s competitive landscape, brands should be inclusive to all types of customer. Unfortunately, the customer experience is too often optimised for younger customers. With the demographic realities of today, this requires an urgent rethink. How can we appeal to younger customers while remaining relevant to older, and arguably more lucrative consumers? This is a concept we call Lifetime Customer Experience and is the subject of this one-day MasterClass. We will give you the skills to improve the overall customer experience for your business and ensure that adult customers of all ages can engage with your brand. Who should attend: Leaders involved in marketing and customer experience Senior executives responsible for designing communications, online, retail, product/services Sales support from marketers and their agencies. Course contents: The impact of physical and psychological change on the customer experience The concept of Lifetime Customer Experience and why it is critical in today's demographic reality Mapping the customer journey - examples and case studies Re-thinking your customer experience Course details: Title: Creating Better Customer Experiences Date: 26 August 2016, Friday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: Holiday Inn Singapore Orchard City Centre, 11 Cavenagh Road, Singapore Course fee: SGD 999 per person (on or before 22 July 2016) SGD per person (after 22 July 2016) To register, please visit *Singapore registered companies can enjoy rebates of 40% under the Productivity and Innovation Credit (PIC) scheme. For more information, visit

3 About the trainer: Kim Walker CEO Silver Group Kim is Founder and CEO of Silver Group, a consultancy that advises businesses on how to profit from the power of the ageing consumer. Having co-authored the definitive book Marketing to the Ageing Consumer he is respected globally as a thought-leader in this area. His opinions are often sought and broadcast on leading media including CNBC, Bloomberg, BBC, CNA and many more. Prior to launching Silver, Kim had an impressive, multinational career in advertising. His most recent roles were as CEO of M&C Saatchi Asia and APAC Chief Operating Officer for Aegis Group Companies, Carat and Isobar. Kim is an entertaining and internationally awarded speaker. He is also a seasoned business leader, entrepreneur, author, philanthropist, thrill-seeker and musician. Expected course outcomes: Participants will learn to: Apply the latest thinking to identify and remove barriers between brands and customers Re-imagine the customer journey and identify opportunities to enhance the brand experience Design a superior customer experience that engages everyone consistently Apply tools to help measure and monitor the customer journey

4 COURSE OUTLINE Registration Introductions 2. Customer Experience Why good Customer Experience is critical - Defining Customer Experience. What it is and what it is not - The components of Customer Experience; customer journey and touchpoints - Common mistakes companies make Break 3. Ageless marketing The real demographic and economic realities of today's society - Gen X vs. Millennial Vs. Boomer. How similar or different? - Psychology vs. physiology of Customer Experience - The spectre of ageism 4. Understanding older consumers interactive exercise - How normal physical ageing impacts our engagement with brands Lunch 4. Understanding older consumers interactive exercise (continued) Lifetime Customer Experience - How to remain cool without alienating customers - Case studies; brands that get it right, and win Break 6. Rethinking your brands customer experience- exercise Using the Lifetime Customer Experience concept to identify potential barriers in your CX

5 7. Measurement and monitoring - Is Net Promoter Score the answer? - Challenges and solutions 8. Open Q&A End