8:30 – 11:30 Workshop A: Operationalizing VOC to Ensure the Delivery of Superior Value across the Entire Customer Experience

The key to generating increases in revenue and market share lies in consistently creating and delivering superior value across the entire customer experience. And the only way to consistently create and deliver superior value is to understand the key drivers of value and quality – from the perspective of your targeted market segments – better than anyone else. This requires:

• Transforming your VOC (Voice of the Customer) information system into a VOM (Voice of the Market) system
• Shifting from the metrics of customer satisfaction to the metrics of customer value
• Identifying competitive performance gaps that can be leveraged or remedied throughout the customer experience
• Redesigning your customer feedback system to proactively capture customer reactions to your product, service, people and process improvements

Participants will learn how to:

• Transform their VOC system into a VOM system that proactively identifies the key drivers of quality and value
• Shift from the metrics of customer satisfaction to the metrics of customer value to ensure better prediction of market share and business performance
• Link value performance gaps to specific customer touch points throughout the customer experience
• Develop an ongoing transactional measurement system linked to key customer events

How you will benefit from the workshop:

• Be able to evaluate the Quality/Price trade-off in the customer’s value equation
• Be able to identify those factors that are critical to quality from a market perspective
• Be able to identify key customer touch points throughout the customer experience
• Be able to link value performance gaps to customer touch points
• Understand how to deploy an ongoing monitoring system to track value delivery across the customer experience

Results Experienced by User Companies:

• Doubled market share and increased bottom line by 5X within 1 year
• Grew from $250 million to $2.7 billion within 8 years
• Reduced churn from 50% to 23% in 2 years

Workshop Leader:

Dr. Reginald W. Goeke
Principal and Founder
Market Value Solutions

11:45 – 2:45 Workshop B: Throw Away Your Crystal Ball: "Protention" Is The HOT NEW Marketing Initiative That Helps Organizations Proactively Reach Out To Customers At Risk Of Churn

Protention = retention + the future and it is an essential feature of any NOW. In marketing, protention is the anticipation of the next likely customer action. Using speech analytics, customers' future intentions can be captured, analyzed and reported on in protention indices. As a result, enterprises can produce marketing programs they know will resonate with customers' needs, as customers have, in effect, told them what exactly they want. Ultimately, protention programs help enterprises connect the front office with the back office utilizing an enterprises' most under-utilitized asset, the voice of their customer.

In this workship you will learn how:

• To identify protention opportunities in your industry
• Speech analytics identifies segments to proactively market
• Protention significantly reduces customer churn
• Protention initiatives contribute to top-line revenue

Workshop Leader:

Michelle Craft
Vice President of Marketing
CallMiner

3:00 – 6:00 Workshop C: Experience is the Product – Updating the Mandate from User Experience to Customer Experience

Creating great products and services for an uncertain world is a goal that most companies are striving for currently. This workshop will highlight how customer experience and service professionals need to think beyond technology and features and toward the experience they deliver. Examples will be drawn from Adaptive Path’s work, as well as industry leaders such as Apple, Google, and Target, USAA, and Southwest Airlines. We'll engage in methods that bridge customer research and concept design to deliver great customer experiences.

The workshop will address:

• Customer research methods for truer understanding of your customers
• Research analysis tools that engender empathy for your customers in your organization
• The value of good high-level concept design to make real your customer insights

Workshop Leader:

Peter Merholz
Founding Partner and President
Adaptive Path