Many leading companies miss the mark in building a successful foundation for deep, long-term, profitable customer relationships.
They leave money on the table by failing to capitalize on what really matters to prospects and customers. By understanding the essential cognitive (head) and affective (heart) elements that matter to prospects and customers, companies can identify the critical product, marketing and experience enhancements that encourage new business, build deeper customer relationships and lead to higher customer lifetime value capture. This OnDemand Webinar presents an innovative framework for customer engagement, allowing you to lay the groundwork for outstanding customer relationships. The program explores head and heart engagement elements, presents a series of case studies spanning product, marketing and experience improvements, and provides critical insight into what really allows companies to build and manage long-term, profitable customer relationships. This OnDemand Webinar, co-presented by Jenn Falco and Wayne Marks, who together have almost 50 years' experience in improving customer relationships, is a game-changer for anyone concerned about strengthening today's customer relationships.
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Agenda
The Customer Relationship: A Head and Heart Story
- The Brand Is the Experience, the Experience Is the Brand
- Brand Value: A Head and Heart Pathway for Deep, Profitable Customer Relationships
- The Proof: Attitudes + Behavior
Winning the Customer's Heart: Emotions in the Customer Experience
- What Is an Emotion?
- Why Do Emotions Matter In the Customer Experience?
- How Do Emotions Play Out In the Customer Experience?
Capturing the Customer's Mind: Cognitive Evaluations in the Customer Experience
- What Are Cognitive Evaluation Criteria?
- Why Do Cognitive Evaluation Criteria Matter In the Customer Experience?
- How Do Cognitive Evaluations Play Out In the Customer Experience?
Enhancing the Customer Relationship Through a Head and Heart Connection
- Case Study A: Winning With Heart in Commoditized Products
- Case Study B: Fear, Loathing and Achieving Best-in-Class Customer Satisfaction
- Case Study C: A Head and Heart Customer Segmentation
- Case Study D: A Head and Heart Service Experience Evolution
The Customer Relationship: a Head and Heart Story, Recap of Key Learnings
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Credits
OnDemand Course
This course was last revised on October 3, 2012.
Call 1-866-352-9540 for further credit information.
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Faculty
Jenn Falco
Hansa GCR
- Leads HansaGCR’s practice on customer relationship equity and was instrumental in developing the firm’s industry-leading approach to measuring customer and brand relationships
- Has nearly two decades of experience on customer relationships, having consulted to major global corporations including Xerox, Edwards Lifesciences, Microsoft, Hewlett-Packard and VHA on their brand, customer, and positioning strategies
- Has experience in supporting clients’ innovation work and has led major research and consulting projects to identify customer and prospect unmet needs, emotional motivators and competitive opportunities
- Her expertise spans the product innovation funnel from opportunity identification and concept development to go-to-market strategy development
- Previously led the IT services custom research team within Gartner, a leading technology-focused research and advisory firm
- M.B.A. degree, Cornell University’s Johnson School of Management; B.A. degree, Reed College
Can be contacted at 1-503-295-0129 or [email protected]
Wayne Marks
Hansa GCR
- President of HansaGCR and a nationally-recognized expert on customer experience management
- For more than 30 years his work at the forefront of research methods and techniques has helped clients including Fireman’s Fund, Shell, Equifax, Fidelity and Illumina understand the drivers of customer behavior and use that knowledge to increase business results
- Previously held senior executive positions with Synovate Loyalty, Symmetrics Marketing Corporation, The Forum Corporation (where he managed the customer experience practice), and Age Wave, Inc.
- Masters of public administration with distinction, Cornell University Johnson School of Management; B.A. degree in psychology, Reed College in Portland, Oregon
- Can be contacted at 1-503-241-1103 or [email protected]
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
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