CX MASTERCLASSBY SHAUN SMITH

Jan 24th, 2017 9.00 am to 5.00 pm

Hotel Clarion Jätkäsaari, Helsinki

DATE AND TIME

VENUE

www.cxmasterclass.fi

SPEAKERShaun SmithFounder, Author and Professional Speaker

Shaun Smith is a world-famous Customer Experience Management expert. He has co-authored five critically-acclaimed CEM business books. Smith is co-founder of Smith+Co, the highly regarded customer experience consultancy. Smith+Co has worked on customer experience initiatives for leading brands around the world to design, develop and deliver dramatic customer experiences.

Smith has been a key catalyst in expanding management attention from the tactical issues of customer service to the much wider and strategic issue of customer experience. He has developed some of the latest thinking and practice around this subject, helping organisations worldwide create compelling customer experiences that achieve brand differentiation and long-term customer loyalty. Over the last 30 years, he has built up a wealth of practical experience with organisations throughout Europe, Asia Pacific and the US.

You’ve read the books, you’ve attended the con-ferences, you’ve followed the blogs and you may already be involved in some kind of branding or experience programme within your organisation.

But perhaps things are moving a little too slowly, you’re not creating alignment, there’s confusion about where to start, a lack of clarity about where to invest, confusion about how to deliver an experience across channels, the enthusiasm’s waning, the strategy’s uninspiring, or you are just not seeing the results you expected. Or perhaps you haven’t even started yet and want to get it right first time. If any of these resonate, this workshop is for you.

This highly engaging one-day programme uses case studies to illustrate the principles and then allows participants to apply these principles to their own situation with coaching from the facili-tator. For this reason, we recommend that several senior executives from the same organisation attend so that together, they can address real business issues.

Eight practices define the essence of being On Purpose. They describe the actions and behaviours of those brands that are transforming their markets through creating meaningful and inten-tional customer experiences; brands like Burberry, Zappos and Lego.

In this masterclass, Shaun Smith will share the findings from the research for his best-selling book co-authored with Andy Milligan, and some of the techniques his company, Smith+co, uses to help organisations become purposeful in their direction and in the experience they deliver to customers.

The On Purpose Masters Programme is new and unique. It brings together Shaun Smith’s 25 years of experience and expertise of working with leading international brands to define and deliver distinctive experiences, but more importantly it provides the opportunity to really share insights from the researched brands. You will learn from the research conducted with the best exemplars of brand and CX innovation in the world. Do you want to know how Virgin, Nissan, citizenM, Burberry, giffgaff, Liberty Global or Premier Inn do it? Join us to find out more.

THE CUSTOMER EXPERIENCE MASTERCLASSThis one -day masterclass takes customer experience to the next level - from managing to innovating the experience. Based on Andy Milligan’s and Shaun Smith’s latest book, ‘On Purpose’, it explores why and how the BOLD brands transform their markets.

ON PURPOSE - delivering a branded customer experience people love

AGENDASession 1: STAND UP - What does your brand stand for?

1. Purpose-Driven• Does your purpose matter? Learn the fi ve essential

questions to test if your purpose works.• It’s not just about creating a purpose – you’ll learn

techniques for simplifying it and turning it into a narrative that enthuses your people and then into a brand promise that engages your customers.

2. Purposeful Leadership• Learn about the three things you need to do really well

to lead the experience – and the three things to avoid• Learn how you demonstrate leadership behaviours that

reinforce your brand and culture rather than undermine it.

3. Infectious Communication• Brands that stand out are the brands that clearly stand

for something. And the brands that people trust are those that demonstrate authenticity in what they stand for. Learn how ‘trusted’ brands communicate their brand promise and values.

• Bold brands see the involvement of their customers in the development of their products as a key part of marketing to them. Learn how to use customer co-creation as part of your marketing strategy.

• The burning question is how best to use social media and mobile technology to engage customers. We’ll demonstrate some of the innovative viral and social media practices that brands are using to get closer to customers, build relationships and foster brand communities.

Session 2: STAND OUT - Being diff erent

4. Distinctive Customer Experience• How to create customer journeys across multiple

channels• Why just mapping touch-points is no longer enough.

Learn where and how to ‘over-index’ to dramatise the experience

• How do you evolve your contact centre to become an experience centre?

5. Innovation - In Pursuit of WOW• How to avoid the fate of the ‘rocking-chair’ brands. How

do you challenge conventional thinking and industry norms to ‘Zag’ when everyone else is ‘Zigging’?

• Why should you study comparators rather than competitors? Why is best practice bad practice?

Session 3: STAND FIRM - Sustaining success

6. Distinctive Employee Experiences• Why relying on traditional HR practice and

customer service training will doom you to deliver a mediocre customer experience. We share the tips and tools that will change the way you think about hiring and motivating your people to deliver the experience.

7. Creating a Cult-Like Culture• The question we get asked time and time again is

how do you get each person to deliver a consis-tent experience at every touchpoint in every location every day? The answer is ‘you won’t’ – unless you build an employee experience that mirrors the customer experience, and a culture that lives and breathes the brand values.

• Learn the power of brand narrative and language that connects people instinctively around your brand.

• Sustaining your customer experience is in-credibly tough, requiring constant innovation to keep ahead of changing customer lifestyles and aspirations. See how to build a culture of inno-vation that will help you sustain a diff erentiated experience.

8. Experience Measurement• It’s not just about an annual mystery shop or

satisfaction survey. You’ll learn how to use NPS to measure the complete end-to-end experience and the upstream indicators that drive your fi nancial results

• How do you win approval for CX investment when everybody is being asked to tighten their budgets? We show you how you can use our CEM calculator™ to demonstrate the potential ROI of your investment

Session 4: Making it happen

9. Aligning your organisation• How do you align your organisation to deliver a

great customer experience?• What can we learn from the brands and the

leaders who have become successful?

10. Putting it all together• Individual action planning with coaching from

the facilitators

Early BirdBy August 31st

Save 25%

890€ + VAT

The price includes the attendance fee as well as breakfast, lunch

and coffee breaks. The pricing is available only for a limited time or as long as there are available seats. Register now to be sure to

get in on the groove!

GET YOUR TICKETS NOW

REGISTER

NormalBy November 24th

Save 17%

990€ + VAT

The price includes the attendance fee as well as breakfast, lunch

and coffee breaks. The pricing is valid only for a limited time or as long as there are available seats. Register now to be sure to get in

on the groove!

Late arrivalFrom November 25th

1190€ + VAT

Hurry up! It’s almost d-day! The price includes the attendance fee

as well as breakfast, lunch and coffee breaks. If there are several

people from your organisation who wish to participate, please contact us at info@shirute.com!

REGISTERREGISTER

VIP BrunchJan 25th at 10 am-12 pm at Klaus K

590€ + VAT

You are also welcome to join us for a presentation with Shaun Smith, followed by a discussion over brunch. The theme is “Food for Thought”. Please note that seats are limited for this occasion.

REGISTER

On Purpose

Shaun Smith’s newest book, “On Purpose, Delivering a Branded Customer Experience People Love” is a practical guide on how to execute business purpose successfully over multiple channels to make a brand stand out. It presents a framework for success by being clear about your brand purpose and promise, and provides the tools for brands to stand out by defining, designing and delivering distinctive customer experiences across multiple channels.