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Most Customer Experience Management (CEM) implementations start with Voice-of-the-Customer (VoC) as their end-goal. There is life beyond VoC, and CEM initiatives need to aim well past VoC to be highly effective.

This presentation focuses on Driving CEM through Operations Metrics through the establishment of Customer Experience Indicators demonstrated with real-life Case Studies. The session takes CEM a number of steps further by opening a window to Pro-active CEM – the use of Complex Event Processing to identify and manage sub-optimal experiences before they happen!

The Chairs will welcome delegates and speakers to the event, and formally declare it open.

Summary by the Chairs of day one of the conference.

Welcome to Day Two presented by the Chairs.

Interview by the Chairs of the morning's speakers, followed by Q & A session with the audience.

For the finale of ICEW 2012, Mike Wittenstein will run a live, interactive forum with delegates in this Experience Design session. Bring your own project work and get valuable insights from Mike and the other attendees — or just observe. Either way, you will unlock secrets to creating experiences that delight customers, engage employees, and win over shareholders.

Professor Alan Wilson, in conjunction with ICEW sponsors SynGro, will reveal the findings of the Customer Insight research project conducted by the University of Strathclyde. This will provide invaluable insights into how customer feedback is used as a strategic resource by leading organisations world-wide.

This session provides ICEW delegates with exclusive insights into the research results, and provides the most up-to-date results on "The Voice of the Customer" currently available.

Design tips for brands who want to be loved in social media 

In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations.  I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it.

The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations.  Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers.

This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.  

• Creating the business context for Customer Experience Management
• Mapping the journey, from the customers perspective
• Understanding "value" and what is valued
• Delivering exceptional, consistent and personalised experiences globally
  
  

Interview of the afternoon's speakers by the Chairs, followed by a Q & A session with the audience.

In 2006 Sun International embarked on a new customer-centric strategy to ensure that they invested in the initiatives required to take their company international and to ensure ongoing customer service improvement.

As part of their Customer Management Strategy, they identified that the 5 key areas to manage with their customers:

1. Manage their perceptions;
2. Manage their interactions;
3. Delivery of experiences;
4. Develop relationships;
5. Focus on guest relevance.

Optional round table discussion sponsored by SynGro with Alan Wilson and Keith Schorah leading a discussion over lunch on Customer Experience.

• Complexity of regulatory environment facing the financial industry
• Demystifying the compliance maze
• Investing right to get it right
• Using staff as consumer champions

Learn how to navigate the organisation through a complex regulatory environment while still delivering memorable customer experiences.

• Why social media?
• Some statistics
• How to use social media
• Ways to measure social media
• Mistakes to avoid making

The Focus Group welcome delegates and speakers to the event.

Anthony Thomson, Chair of the first bank to launch in over 150 years in the UK, explains why the bank is "creating fans not customers" and how their approach concentrates on Customer Experience:

Creating fans not customers – the Metro bank philosophy:

• Launching the first new High Street Bank for over 150 years
• Building a differentiated bank model -  turning banking on its head
• Aligning culture and model
• Empowerment

Robin Lawton, President of International Management Technologies Inc, will lead this workshop focussing on "The Mind and Voice of the Customer". 

The notion that we should listen to “the voice of the customer” is well meaning, but an insult to our intelligence. Everyone knows there is no such thing as the customer.  This necessarily means there must be more than one voice to listen to. Yet we can make potentially fatal assumptions about (1) who “the customers” really are, (2) what questions to ask, (3) how to prioritize their answers and (4) how to define and measure success.

OUTLINE

• The practices most often used to understand customers
• Why surveys fail and the essential keys to success
• The four dimensions of excellence customers want satisfied
• The specific steps to uncover customer priorities
• “Word formulas” you didn’t learn in school, as powerful as mathematical equations
• How to distinguish performance, perception and outcome expectations and why it matters
• How to define service and knowledge work as concrete, tangible and measurable
• The three roles a customer can play, and which one tends to have most power
• How to translate fuzzy perceptions into objective performance measures
• Cases of how this methodology has resulted in better than 20-to-1 ROI

The workshop will feature video and music content, and involve full participation by the attendees.

Adré Schreuder will lead this workshop focussing on the issue of measuring Customer Experience, both at a national level and within your organisation.

The concept of creating a measurable index of Customer Experience already exists in the following countries: 

• American Customer Satisfaction Index (ACSI),
• Swedish Customer Satisfaction Barometer (SCSB),
• UK National Customer Satisfaction Index (NCSI-UK)
• German Barometer,
• Norwegian Customer Satisfaction Barometer (NCSB),
• Swiss Index of Customer Satisfaction（SWICS),
• Korean Customer Satisfaction Index (KCSI),
• Malaysian Customer Satisfaction Index (MCSI).
• In addition, Brazil, Argentina, Mexico, Canada, Australia, Hong Kong and some regions like Taiwan, are striving to build their own CSI systems.

However, no such index exists in South Africa. As well as addressing how this might be addressed, the workshop discusses methods of measuring CE within organisations, and ways in which your organisation should attempt to measure its own CE 'score'.

Being able to measure Customer Experience is a keystone of any organisational drive to focus on CE as a year-on-year business driver; to demonstrate whether policies are effective, there needs to be the ability to prove progress through use of statistics. If your organisation is looking to adopt CE-centric values and strategies, this workshop aims to show you how these can be quantified in a meaningful and relevant fashion.

The Chairs will present the summaries of the workshop activities, host a Q & A session and then bring the event to a close.

Robin has kindly agreed to run an optional "end of day" session where delegates can ask their questions about Customer Experience and how it relates directly to their area of operations. Robin's clients include 3M, Ford, Motorola, General Electric, AT&T and many other major brands - so this is a wonderful opportunity to gain the benefit of his experience in answering your issues.