Mobile Customer Retention & Loyalty '07

Post-Conference Workshop
Creating a Customer Experience Management (CEM) Strategy

The current most significant factor impacting on customer behaviour and lifecycle is the customer experience of your brand, services, and organisation as a whole. This workshop will teach you the basic drivers of a good customer experience illustrated by successful experiences. You will be provided with tools to support you in creating a customer experience strategy within your organisation, to positively influence your customers’ loyalty and spending. The workshop will take a highly interactive format, preparing you for the future of your customer experience strategy and enabling you to understand exactly what the customer experience is all about. Ultimately you will jointly define a suitable and realistic framework for CEM based on exisiting initiatives throughout the world.

Agenda of Interactive Sessions:

• Examining the ‘distance’ between CRM and CEM
• What do customers experience? Defining Customer Experience Management
• Delivering Experience and Gathering from Experience
• Understanding your customer using segmentation: niches and needs identification
• Strategies for simple m arketing initiatives that impact on the customer’s emotional sensitivity and their lifecycle’s ‘moments of truth’
• Using the customer experience to differentiate product and service offerings
• Shaping the culture of your organisation to deliver the customer experience both externally and through internal business processes, and overcoming the implementation challenges of this
• Examining use cases from North America, Europe and Asia

Timetable

Your Workshop Leader: Gregoire Pauty, Co-Founder, Squid Solutions

Gregoire Pauty has been project manager for a Canadian NGO in Ottawa as well as head of consulting for communication and marketing agency in Montreal. Gregoire then joined the "Telecom Solutions & Applications" team in Gemplus International as Solution Marketing Manager in charge of applications deployment and also managed the Customers Support & Excellence Program for the “Predictive-CRM” customers of the company. He has an extensive experience of marketing closed-loop operational processes management dedicated to predictive modeling driven customer value and relationship management issues. Gregoire co-founded Squid solutions in 2003, and currently exercises his role as business consultant while in charge of Squid Solutions’ Sales and Alliances activities.