1. CHANGE THE GAME Experience Talks is designed for senior executives who are involved in delivering Customer Experience and want to take their organizations to the next level by bringing the customer to the board room. This masterclass will provide you with The Best Practices to Create Real Business Value.

2. LESS SATISFIED, MORE DEMANDING Today’s connected customer is rapidly shifting from products and services to experiences.

3. WHY CX MATTERS? By 2020 it is expected that Customer Experience will overtake both price and product as the key brand differentiator.

4. FOOD FOR THOUGHT Experience Talks will place side by side Shaun Smith, the world-famous Customer Experience Management expert, with Martin Berasategui, the most awarded Spanish chef, with 10 Michelin stars in total.

5. MASTERCLASS The workshop will be high energy and use case studies and examples from different industries, including retail, financial services, FMCG, hospitality and technology to illustrate the principles from the best-selling book ‘ON PURPOSE delivering a branded customer experience people love’.

Each session will introduce the concept, illustrate it with a case study and then allow time for delegates to discuss and apply the learning to their own situations.

SESSION 1: STAND UP - WHAT DOES YOUR BRAND STAND FOR?

1. Purpose-Driven

• Does your purpose matter? Learn the five 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.

SESSION 2: STAND OUT - BEING DIFFERENT

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

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 consistent 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 incredibly tough, requiring constant innovation to keep ahead of changing customer lifestyles and aspirations. See how to build a culture of innovation that will help you sustain a differentiated 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 financial 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 togetherQ&A. Individual action planning with coaching from the facilitator.

6. AGENDA

8.30 Registration

9.00 Bringing Customers into the Boardroom Ramiro Martins (Smith+Co)

9.15 Delivering a 10 star Customer Experience Martin Berasategui (Fifty Seconds)

9.45 CX Masterclass I - Stand Up Shaun Smith

11.15 Coffee-Break

11.45 CX Masterclass II -Stand Out Shaun Smith

13.15 Lunch

14.30 CX Masterclass III – Stand Firm Shaun Smith

15.45 Coffee-Break

16.15 CX Masterclass IV – Making it Happen Shaun Smith

17.00 Q&A and Closing Remarks