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| Plenary Session |
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| 0900-0940 |
Branded CEM Method |
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The challenge of customer experience nowadays is that good experience is not enough, you need differentiated (branded) experience. Experience-based differentiation allows you to control the definition of good experience and direct the expectations of your target customers. You define your own standards. Sampson will illustrate his Branded CEM Method with Ikea, Starbucks, Hagen-Dazs and the findings from exclusive customer experience surveys.
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| Peak End Rule and Effective Memories
The CEM Process and Emotion Curve
Neuromarketing and The Marketing Black Box
Multi-Sensory Experience and Intra-Experience Anchoring
Branded, Non-Branded and Un-Branded Experiences |
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Sampson Lee (Greater China)
President
GCCRM |
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| 0940-1020 |
"If the Customer is in the Driver's Seat, Where Will I Sit?" |
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Do marketers and staff at touchpoints need to take a back seat to customers to enable a mutually beneficial relationship? This session will explore customer interactions at Singapore Airlines to discover how the airline works with customers to create an experience that keeps their customers flying high. Learn how to:
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| Use technology to navigate CEM
Empower your staff to create memorable experiences
Design processes with CEM in mind
Work effectively across touchpoints to manage customer experiences
Treat CEM as a profit strategy |
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Ro King (US)
Founding Partner
Quaero Corp. |
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| 1050-1130 |
"Ask the Guru" Session |
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Sampson Lee (Greater China)
President
GCCRM |
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Ro King (US)
Founding Partner
Quaero Corp. |
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| 1130-1210 |
Bringing the power of instinct to customer experience |
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This thought provoking and highly interactive session, draws on examples from many of the worldกฏs most successful brands to show how improving the customer experience can transform your business. It draws on examples from organisations as diverse as Virgin, Gucci, HSBC, EMC2, Vodafone, Harley-Davidson, The Banyan Tree and Apple and concludes with a case study of The Geek Squad, one of the fastest growing technology support companies in the world. Find out:
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Why much of the research we do is a waste of money and
actually distances us from customers
Why being successful has more to do with EQ than IQ
How to turn poor customer experiences into new business innovations
How one major organisation survived the technology crash
through using these principles
How you can use a simple framework for applying these
techniques to your own organisation.
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Shaun Smith (UK)
Founder
Shaunsmith+ Co. |
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| 1200-1320 |
Networking Luncheon |
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| 1320-1400 |
How Customer Experience Management Drives Profitable Growth |
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The elements of Customer Experience Management have been around since the 1980s, yet too often CRM initiatives have ignored customer interactions for the sake of extracting more value from customers. This session will explore the findings of a groundbreaking new study, including the link between customer experience and business performance. Key topics will include:
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Where CEM fits in the evolution of Customer Management
Results of a global study on the link between CEM effectiveness
and business success
How a major U.S. bank transformed from a cost- to experience-
driven strategy
The key attributes of companies that deliver great experiences
The role of people and technology in implementing CEM strategy |
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Bob Thompson (US)
Founder
CRMGuru.com |
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| 1400-1440 |
"Ask the Guru" Session |
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Shaun Smith (UK)
Founder
Shaunsmith+ Co |
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Bob Thompson (US)
Founder
CRMGuru.com |
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| 1440-1510 |
Afternoon Coffee |
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| 1510-1620 |
Panel Discussion |
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Jon Panker (US)
Editorial Director of International Media
TechTarget |
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T.R. Harrington (US)
Director
Darwin Marketing |
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Benson Lam (GC)
Executive Creative Director
Grey Worldwide |
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