affiliations

Proud graduate of the TRIUM global executive MBA from HEC-Paris, the London School of Economics, and NYU-Stern. Click here for perspective on TRIUM.

 



Member of the Academy of International Business (AIB).

Longtime member of the Washington DC chapter of the World Affairs Council.

 


CEM BOOTCAMP

Visit this page to stay up to date about pkward.com's CEM BOOTCAMP SERIES, held worldwide. 

Click here for a brochure (PDF). To sign up for the class, click here

DECEMBER 5, 2012

Location: Two Wisconsin Circle, at the Friendship Heights Metro, Suite 1010 (Rock Creek Strategic Marketing)

Time: 6pm - 9pm

RSVP: Click here.

Cost: $60 in advance, $70 at the door

Includes heavy refreshments. You won't need to have dinner prior to the session.

 


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CURRICULUM

1. Customers

Who are they? When should you start caring about them? Lifecyle & Stakeholders.

2. The role of emotion

What shapes an experience? Is this a science? How important is emotion?

3. Cognitive biases

Decision-making and memory are not logical. How does this help you?

4. Brands and Memory

Old branding. New branding. The context for learning, sharing, creating, and doing.

5. Customer experience: What is it? Where is it?

Three faces of a touchpoint. The failure of integrated strategic marketing.

6. The Five Forces of CEM

The framework.

7. It's an optimization problem: Why customer-centricity is wrong.

You thought customer-centricity was good? Stop wasting your money. Luxury, value-pricing, the brand, and return on investment.

8. People aren't just like you

Culture, personality types, defining how people respond in moments of truth.

9. Dealing with moments of truth

Where, when, how, measuring, getting better at it.

10. The touchpoint map

The geography. 

11. Creating a strategy

The roadmap.

12. Trade-offs, early wins, and feedback

Implementation and financial considerations.

13. The customer doesn't know what they want: Voice of the Customer

Designing cars has everything to do with designing your business.

14. But you have to listen and measure: Closed loop process design.

Transactional and relationship measurements. Customer-driven innovation. Emotional language.

15. Discussion and case studies

 

ISL

RCSM