As economic cycles change, customer care strategies must adapt to evolving customer expectations. A new professional training course explains how to survive the downturn by extending customer relationship management (CRM) into cost-saving customer experience management (CEM).
Sunnyvale, CA (PRWEB) December 9, 2008 — As economic cycles change, customer care strategies must adapt to evolving customer expectations, competitive forces and financial realities. Addressing these needs, a Customer Experience Optimization professional training course, organized by Jacob Fleming Group, will be taught by Lynn Hunsaker of ClearAction in Budapest, Hungary on February 12-13, 2009. Customer experience management, or CEM, is an expanded outlook on customer satisfaction and customer relationship management, creatively using existing data and processes to propel customer experience improvement without a big budget.
The customer experience is broader than firms have traditionally defined it. From the customer’s perspective, it encompasses the time horizon from customers’ awareness of a need to their final use of a solution. By viewing brand strategy through the customers’ eyes, customer-centric innovation of products, services, business processes and customer touch points can leapfrog competition for enduring differentiation.
Lynn Hunsaker, customer experience strategist and owner of ClearAction, commented:
“CEM grows revenue — but more importantly, sustainable profitability — by preventing customer hassles, wasted costs, and customer churn, or turnover. It goes beyond typical customer relationship management (CRM) and customer satisfaction surveys with practical tools that can be used to help employees organization-wide to ‘live the brand’. This is essential to consistently delivering brand promises made in formal advertisements, as well as informal brand messages.”
Attendees of the two-day Customer Experience Optimization master-class are typically chief marketing officers, chief customer officers, and vice presidents, directors and senior managers of marketing, service, quality, or initiatives such as CEM, customer advocacy, customer satisfaction, customer retention, customer loyalty, customer experience, customer care or customer programs.
The course is highly interactive, guiding attendees in assessing their firm’s customer-centricity and plotting their journey toward customer experience optimization, through case studies, application exercises, and templates that reinforce proven principles and techniques.
Topics covered in the Customer Experience Optimization course include customer lifetime value, panoramic customer experience viewpoints and customer personas, internal branding, customer touch point alignment, customer experience innovation, relationship marketing and customer loyalty programs. Additionally, the course emphasizes time-tested tools for nurturing customer focus throughout the organization, managing leading indicators of customer experience and profitability, managing change, and reinforcing success through dashboards, recognition and incentives.
As course developer and instructor, Lynn Hunsaker offers highly respected viewpoints. Her CEM thought leadership in customer experience is published in OgilvyOne’s Customer Futures publication “The Importance of Customer Experience in a Down Economy” and in the Association of Support Professionals’ publication “The Great Customer Experience”. She is an EzineArticles.com platinum expert author and has been honored by CustomerThink.com as blogger of the month. Ms. Hunsaker teaches marketing, advertising and business courses at University of California Berkeley Extension, Mission College and San Jose State University.
Typical remarks of her consulting clients are summarized by Katherine van Diepen, director of marketing communications at Anritsu Corporation:
“Lynn has taught us things that would not readily cross our minds but after she explains them make total sense, and increased our efficiency and accuracy in many areas”.
ClearAction is a customer experience consulting firm specializing in mentoring executives for customer-focused business process improvement and customer relationship skill development. ClearAction emphasizes customer hassle prevention for greater results in customer retention and profitability.
About Jacob Fleming Group:
Jacob Fleming specializes in organizing prestigious international conferences for Europe, providing strategies and technical expertise in business functional areas and vertical markets in energy, finance, media, pharmaceutical and telecom sectors.
Click here for podcast version: Customer Experience Optimization Course (5:20)
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