ZSEM
BUSINESS ACADEMY
CUSTOMER EXPERIENCE DESIGN: Assess, design, prototype and implement delighting experiences for your customers Belgrade, September 12, 2015
ZSEM
BUSINESS ACADEMY
program overview:
Understanding customer needs and delighting customers is at the core of any business. Firms often struggle to provide customers with a delighting, consistent experience, although this is critical for customer satisfaction, loyalty and profit. Reasons are numerous. For example, firms treat customer contacts as separate incidents, customer expectations change across time and situations, firms do not have adequate processes and resources in place, customers’ emotional needs are less considered than their rational ones, and customers use different media channels for being in touch with a firm. A human-centered approach gives insights into customer experience and provides information on what they really want. Often these solutions are quick and simple, and focus not so much on rational reasoning but more on customers’ emotions and desires. Addressing them helps not only to satisfy customers but also to differentiate the firm from competitors. The purpose of this seminar is to obtain a better understanding of how to create experiences that customers love, instead of just providing useful products and services. Specifically, the seminar aims to: • Analyse customers’ rational and emotional needs and their overall experience with the firm • Identify the most painful moments/touchpoints across the customer decision journey • Assess the integration of touchpoints and communication channels • Develop a customer journey and identify critical success factors for its implementation • Train different experience design tools such as stakeholder map, mood maps or personas • Understand how different media channels complement each other in achieving business goals • Discuss the role of stationary and mobile digital media tools during customer experience management
upon completion of the seminar, participants will:
• Understand and appreciate the holistic approach to customer experience design • Identify the key elements of meaningful experiences for customers and apply them to their own firm • Discuss best practices from around the globe on the improvement of customer experience, using different media channels.
They will learn how to: • Observe customers in order to identify their ‘heart’ and ‘head’ needs and other stakeholders that influence customers’ decisions • Create their own customer journey for selected activities and detect the most important touchpoints with the firm • Use tools and frameworks on how to empower and delight customers
www.obrazovanje.biz | www.mate-bg.com
ZSEM
BUSINESS ACADEMY
who ought to attend:
This program is designed for professionals who work in management, marketing, market research, innovation, sales or service, who look for gaining comprehensive and structured insights into customer experience design. It is ideal for anybody intending to develop a broad expertise in frameworks and tools to design better customer experiences.
seminar format
We have developed a seminar that is learner-centred, stimulating participants’ attention and creativity. By combining various teaching methods such as presentation, case study discussion, individual exercises and group work, the seminar improves participants’ conceptual and hands-on knowledge. Learning through participation, involvement and fun are the key marks of the seminar.
seminar leader
Dr. Dominik Mahr
Dr. Dominik Mahr combines practical experience with state-of-the-art research. He is currently Assistant Professor for Strategic Marketing & Innovation Management at Maastricht University, The Netherlands, and conducts research in collaboration with the University of Antwerp, Belgium and the University of Wisconsin – Madison School of Business. His research centers on recent marketing phenomena including virtual social communities, digital tool kits, online innovation brokers, customer co-creation and the development of new services, published in international high impact journals such as the MIS Quarterly, Journal of Product Innovation Management, Journal of Service Management, or Journal of Service Research. He teaches courses related to innovation management, digital media, mobile marketing, service design, global business, and services marketing at the bachelor, master, and executive level. Prior to his academic career, Dr. Mahr worked for several years in different management and marketing consultancies, operating in industries such as high tech, automotive, real estate, tourism, and insurance. He has retained close links with several leading high tech firms and industry associations in Europe and the US. Among other firm he has worked with Microsoft, ING Bank, Nokia, Johnson & Johnson and IBM. Dr. Mahr was born in Germany. He holds a Master’s degree in Service Management from Karlstad University (Sweden), a Master’s in Economics from the University in Mainz (Germany), and a Doctor of Philosophy in Applied Economics from the University of Antwerp (Belgium). During his time in the academia he has been affiliated with universities in Poland (Warsaw School of Economics) and the United States (University of Wisconsin–Madison).
www.obrazovanje.biz | www.mate-bg.com
ZSEM
BUSINESS ACADEMY
seminar schedule: Time 09:00 – 10:30 10:30-10:45 10:45 – 12:30 12:30 - 13:30
13:30 - 15:00
15:00 - 15:15 15:15 - 16:30
Session What drives customer experiences? How do customers experience your firm with their ‘head’ and ‘heart’? What are customer-centred trends that are setting customer expectations? Break How to map a customer decision journey? What are differences and similarities of Market Research vs. Design Research (i.e. experiential, observational research) Lunch What are processes and tools to deliver value for customers? What role can digital media play in designing new experiences? How to prototype and validate experience concepts to reduce risk of market failure? Break How to implement new experience concepts involving front- and back office of the firm? What can we learn from best practice implementation?
registration information The program fee is 300€ + VAT (20%). The fee includes tuition, instructional materials, literature, lunch, certificate and reception. Number of seats on the seminar is limited. The deadline for registering is September 1st, 2015. For our partners we have a special discount, FOR TWO paid fees, THIRD person can come for free. This offer is available until August 24th, 2015.
contact information Publishing House Mate Belgrade Bulevar Arsenija Čarnojevića 52 Tel. +381 11 26-06-414, +381 11 311-94-23 GSM: +381 65 26-06-662 E-mail: office@obrazovanje.biz www.obrazovanje.biz l www.mate-bg.com
location:
IN Hotel Beograd Bulevar Arsenija Čarnojevića 56, Novi Beograd
www.obrazovanje.biz | www.mate-bg.com