CX MASTERCLASS
by Shaun Smith

Shaun Smith, the world-famous Customer Experience Management expert, will be presenting his hugely popular CEM workshop in Finland in January. In this workshop, he will go through interesting cases from all of the world. CX Masterclass is a full-day event for CX Professionals who want to understand what it means to be bold, and what it takes to create great customer experiences that turn your business into a profit-making engine, as well as a pleasure to your customers. 

Register

Date and time

January 24th
(CX Masterclass) & January 25th
(CX Brunch)

Venue

Clarion Hotel Helsinki
(CX Masterclass) & Hotel Klaus K
(CX Brunch)

Why should you attend?

This one­-day masterclass takes customer experience to the next level - from managing to innovating the experience. Based on Andy Milligan’s and Shaun Smith’s latest book, ‘On Purpose’, it explores why and how the BOLD brands transform their markets.

ON PURPOSE - delivering a branded customer experience people love

You’ve read the books, you’ve attended the conferences, you’ve followed the blogs and you may already be involved in some kind of branding or experience programme within your organisation.  

But perhaps things are moving a little too slowly, you’re not creating alignment, there’s confusion about where to start, a lack of clarity about where to invest, confusion about how to deliver an experience across channels, the enthusiasm’s waning, the strategy’s uninspiring, or you are just not seeing the results you expected. Or perhaps you haven’t even started yet and want to get it right first time. If any of these resonate, this workshop is for you. 

This highly engaging one-day programme uses case studies to illustrate the principles and then allows participants to apply these principles to their own situation with coaching from the facilitator. For this reason, we recommend that several senior executives from the same organisation attend so that together, they can address real business issues.

Eight practices define the essence of being On Purpose. They describe the actions and behaviours of those brands that are transforming their markets through creating meaningful and intentional customer experiences; brands like Burberry, Zappos and Lego.

In this masterclass, Shaun Smith will share the findings from the research for his best-selling book co-authored with Andy Milligan, and some of the techniques his company, Smith+co, uses to help organisations become purposeful in their direction and in the experience they deliver to customers. 

The On Purpose Masters Programme is new and unique.  It brings together Shaun Smith’s 25 years of experience and expertise of working with leading international brands to define and deliver distinctive experiences, but more importantly it provides the opportunity to really share insights from the researched brands.

You will learn from the research conducted with the best exemplars of brand and customer experience innovation in the world. Do you want to know how Virgin, Nissan, citizenM, Burberry, giffgaff, Liberty Global or Premier Inn do it? Join us to find out more.

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The workshop will enable participants to:

  • Understand the practices and behaviours that will enable them to transform their markets
  • Understand how to align the organisation behind a customer-focused purpose
  • Define a genuinely differentiating brand promise
  • Deliver a customer experience that is dramatically different and drives customer advocacy

 

  • Create an employee culture that is as distinctive as the customer experience
  • Find, hire and retain employees that fit the ‘DNA’
  • Use social media and digital marketing to create a community of brand fans
  •  Understand how to measure and sustain the experience to generate a positive ROI 

PRAISE FROM OTHER ATTENDEES

"The workshop was extremely timely and enabled us to restructure the important aspects of our brand and service offer."

David Rowntree ­- Divisional Director Waterstones

 Shaun Smith

“If you want your business to stand out, to redefine the market, to step outside the bland and the ordinary and to make more profit then you should attend this workshop. The content is insightful and challenges the way you think and even more importantly it will generate new ideas for you to redefine your business from the very top. Overall a great workshop that I would thoroughly recommend to anyone who wants to make a difference in business.”

Tim Wade - Head of Marketing and Ecommerce Best Western Hotels

Shirute     Smith+Co     CXPA Finland     Klaus K Hotel

Workshop Leader

Shaun Smith
Founder of Smith+Co

Shaun Smith

Smith+Co

Shaun Smith is a world-famous Customer Experience Management expert. He has co-authored five critically-acclaimed CEM business books. Smith is co-founder of Smith+Co, the highly regarded customer experience consultancy. Smith+Co has worked on customer experience initiatives for leading brands around the world to design, develop and deliver dramatic customer experiences.

Smith has been a key catalyst in expanding management attention from the tactical issues of customer service to the much wider and strategic issue of customer experience. He has developed some of the latest thinking and practice around this subject, helping organisations worldwide create compelling customer experiences that achieve brand differentiation and long-term customer loyalty. Over the last 30 years, he has built up a wealth of practical experience with organisations throughout Europe, Asia Pacific and the US.

Shaun Smith
Founder of Smith+Co

Shaun Smith

Smith+Co

Shaun Smith is a world-famous Customer Experience Management expert. He has co-authored five critically-acclaimed CEM business books. Smith is co-founder of Smith+Co, the highly regarded customer experience consultancy. Smith+Co has worked on customer experience initiatives for leading brands around the world to design, develop and deliver dramatic customer experiences.

Smith has been a key catalyst in expanding management attention from the tactical issues of customer service to the much wider and strategic issue of customer experience. He has developed some of the latest thinking and practice around this subject, helping organisations worldwide create compelling customer experiences that achieve brand differentiation and long-term customer loyalty. Over the last 30 years, he has built up a wealth of practical experience with organisations throughout Europe, Asia Pacific and the US.

Agenda

INTRODUCTION


INTRODUCTION – Why customer experience matters?

  • The shift from products to services to experiences
  • The importance of creating an emotional connection with customers
  • The role of brand purpose in driving advocacy

The characteristics of purposeful brands

  • What do purposeful brands do differently?
  • What is the profile of successful brands?
  • What is your company profile?

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.
  • The burning question is how best to use social media and mobile technology to engage customers. We’ll demonstrate some of the innovative viral and social media practices that brands are using to get closer to customers, build relationships and foster brand communities. 

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
  • How do you evolve your contact centre to become an experience centre? 

 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 in-credibly 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 together

  • Individual action planning with coaching from the facilitator

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How do companies innovate CX?

 

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VIP BRUNCH

Jan 25th at 10 AM-12 PM

You are also welcome to join us for a presentation with Shaun Smith, followed by a discussion over brunch. The theme is “Food for Thought”. Please note that seats are limited for this occasion.

Register

On_Purpose_highlight

GET ON PURPOSE

Get your copy of the best-selling book by Shaun Smith

Shaun Smith’s newest book, “On Purpose, Delivering a Branded Customer Experience People Love” is a practical guide on how to execute business purpose successfully over multiple channels to make a brand stand out. It presents a framework for success by being clear about your brand purpose and promise, and provides the tools for brands to stand out by defining, designing and delivering distinctive customer experiences across multiple channels. Order your copy when you register and get it signed by Shaun Smith!

Register   Read chapter

Pricing

You can choose to either buy online directly via bank or credit card, or register. Select the option to register, if you need us to send you a bill.

Basic

Before November 29th
Save 17%
990€ + VAT

The price includes the attendance fee as well as breakfast, lunch and coffee breaks. The pricing is valid only for a limited time or as long as there are available seats. Register now to be sure to get in on the groove!

Late arrival

From November 29th

1190€ + VAT

Hurry up! It’s almost d-day! The price includes the attendance fee as well as breakfast, lunch and coffee breaks. If there are several people from your organisation who wish to participate, please contact us!

Buy online

Before November 29th
Save 17%
990€ + VAT

Buy online

Seats are limited
VIP Brunch
590€ + VAT

VIP Brunch

Seats are limited
590€ + VAT

Micael BuckleWant to get the special treatment? Join us for a VIP Brunch!

You are also welcome to join us for a presentation with Shaun Smith, followed by a discussion over brunch. The theme is “Food for Thought”. The VIP Brunch will be organised at Hotel Klaus K. 

Please note that seats are limited for this occasion.

Register

Sirte Pihlaja
CUSTOMER EXPERIENCE
EXPERT SERVICES AND TRAININGS
Sirte Pihlaja
CEO, CCXP
TRAINED LEGO® SERIOUS PLAY® FACILITATOR
+358 50 5700 190
  • Sales

    sales (at) shirute.com
  • Other inquiries

    sales (at) shirute.com

You can request for additional information and register to our CX event(s) by sending your contact information through this form. Please let us know beforehand, if you have any special dietary requests.





CX Masterclass customer experience event
Date: 24.01.2017 (1 day)
Venue: Clarion Hotel Helsinki, Jätkänsaari

CX Masterclass VIP event
Date: 25.01.2017 (brunch)
Venue: Klaus K Hotel, Helsinki

We will charge 50 % of the registration fee for cancellations made two weeks (14 days) after the registration. For cancellations received two weeks before the event or later, the registration fee will not be refunded. If you cannot attend yourself, you may transfer the registration to another person working in the same organisation. Shirute Ltd reserves the right to cancel the event, if there are not enough attendees. Shirute Ltd is not responsible for any costs incurred by the cancellation of the event.

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