Total Customer Experience

(1)

Total

November 6

th

& 7

th

2013 ▪ San Diego, CA

2013

Customer Experience

Customer Experience Planning

Aligning CX, UX and Product Management

Customer Journey Mapping

Multi-Channel and Touchpoint Identification

Customer Relationship Measurement

Collaborative Experience Design

Loyalty Marketing and Customer Advocacy

ROI and Performance Management

(2)

Agenda At-A-Glance

Wednesday, November 6

th

8:00 am

Registration and Breakfast

8:30 am

Opening Address:

A Day in the Life of Your Customer

Knowing customer behaviors and motivations to win and keep business

9:45 am

Keynote:

Collaborative Experience Design

An organizational collaboration approach to designing experiences that delight users

11:00 am

CX Keynote:

Integrated Customer Experience

System for ensuring a uniform customer experience

across all touchpoints

UX Keynote:

Storyboarding Mobile Experiences

Creating a comprehensive vision for your project–be it

mobile app, website, physical product or beyond–with a

simple, scalable storyboarding framework

12:00 pm

Lunch

Total Customer Experience

Experience Design

Total User Experience

1:00 pm

Customer Experience Journey

Mapping

The road to exceptional customer experiences

Voice of Customer Excellence

Developing and utilizing customer insights and preferences to create an improved and optimal user e-commerce experience

Agile UX Transformation

Address the gaps between the agile development model and user experience design

2:15 pm

WOM-Driven Customer Loyalty

Understanding the reach and power of digital media to create optimal customer engagement

Ethnographic Research & Design

Understanding and utilizing ethnography as a social design tool

Digital Touchpoints Identification

& Alignment

Develop an iterative process of aligning CX requirements with UX development

3:30 pm

Maximizing your Return on

Customer Experience

Influencing the behaviors of users and customers to achieve the desired returns

Test & Learn

Use test and learn analytics to gain insights into customer and product needs

Using UX Methodologies to Create

a Culture of Innovation

Creating loyal UX advocates and partners for change

4:30 pm

Day 1 Closing Keynote:

Designing Great Products

Getting the Skinny on MVPs, Minimum Viable Products before building the final “fat” product

5:30 pm

Networking Reception

Thursday, November 7

th

8:30 am

Opening Address:

Product Planning & Value Creation

Defining and communicating business value throughout the development process

9:45 am

Keynote:

Cross Channel Experience Design

Craft a uniform experience across sales channels and touchpoints

11:00 am

Operationalizing the Customer Experience

A practical roadmap for action across your organization

Experiment Loop Optimization

Going deeper on the Experiment Loop to test and validate your product vision

12:00 pm

Lunch

1:00 pm

Customer Relationship Measuring & Monitoring

Framework for evaluating and monetizing customer relationships

Scenario-Driven Design

Create stories that visualize a new user experience through scenario analysis

2:15 pm

Day 2 Closing Keynote:

Driving An Experience-Based Culture

Reinforce products and brands through strong experiences

3:15 pm

Adjourn

(3)

Roy Barnes

Customer Experience Expert

Blue Space Consulting

Formerly SVP Marriott Vacation Club

Aliza Carpio

PD lead and Social Media Manger

Intuit

Sean Van Tyne

User Experience Director

Fair Isaac

Co-Author of The Customer Experience Revolution

Sharon Carmichael

Manager, User Experience

Sony Electronics

Nick Hofer

VP of Marketing

OneRoof Energy, Inc. Tressa Daniels

Manager, User Experience Design

CareFusion JonDelina

User Experience Research Manager

Kelly Blue Book

Rob Maigret

Entertainment Technologist

Formerly SVP of Global Creative The Walt Disney Company

Carol Buehrens

Customer Experience Strategist

ICW Group

Chad Q. Martin

Senior Mobile Designer

Hewlett-Packard

Daniel Romano

Head of User Experience & Design

Disney Interactive Entertainment Teena Singh

Principal Product Manager (User Experience)

Oracle Corporation Jeofrey Bean

Principal

Del Mar Research & Consulting, LLC

Co-Author of The Customer Experience Revolution

Sean Patrick

Principal

Promise Advisors

Formerly VP of CX at Life Sciences Corp

Alberta Soranzo

Manager, User Experience & Strategy

UCLA Center for Health Policy Research

(4)

Business Forecasting 2011

is a two-day, three-track,

learning, networking summit focused on business

planning by way of superior prediction capabilities.

This comprehensive program explores a breadth of

organizational forecasting challenges in the areas of

finance, market, economic, supply, demand and

sales elements. Attendees are given an unrivaled

opportunity to learn from case studies, hands-on

workshops, and technology round tables, presented

by some of the most innovative practitioners,

thought leaders and methodologists working in

forecasting today.

Business Forecasting 2011

is comprised of three

unique tracks;

Financial Forecasting, Competitive

Intelligence

and

Demand Planning & Forecasting

.

Additionally, there is a fourth track included, which

focuses on building capabilities in statistical

forecasting and leveraging forecasting tools.

Attendees from a wide range of industry and

functional backgrounds make it a goal to attend

Business Forecasting 2011

. This broad makeup

provides exceptional

Networking Opportunities

to

enhance attendees’ experience at the event, as

well as build lasting relationships for continued

learning well into the future.

The attendee profile at Total Customer

Experience 2013 represents a breadth of titles

& backgrounds, who rely on using data,

insights and technology to understand and

communicate with their customers.

Who Should Attend?

Customer Experience and Intelligence Executives User Experience Professionals

Product Managers

CRM Managers, Directors, VPs & Analysts Chief Marketing Officers

Chief Sales & Business Development Officers Customer Service and Support Professionals Customer Solutions and Technology Heads Customer Loyalty and Operations Officers Marketing Managers, VPs, Directors & Analysts Relationship Managers, VPs, Directors & Analysts Communication Managers, VPs, Directors & Analysts Sales and Business Development Managers, VPs, Directors & Analysts

PR & Community Outreach Professionals CIOs, IT Systems and Data Managers Business Analysts, Project/Program Managers Research Analysts and Managers

Quality Analysts and Managers Strategic Planners

CEOs & Corporate Strategy Executives

Anyone with responsibilities for external customer/client management.

Creating optimal experiences promotes loyalty and builds

brand value. The challenge for today’s marketers,

developers and product managers is providing the right

experiences through the right channels at the right time.

Solving these challenges begins with the user - the

customer – and what we understand about their wants

and needs.

Total Customer Experience 2013

is a two-day,

three-track, learning, networking summit focused on customer

experience, user experience, product management and

design.

At

Total Customer Experience 2013

, attendees are

given an unrivaled opportunity to learn from keynotes,

case studies, strategy, best-practice and interactive

sessions, presented by some of the most innovative

practitioners, thought leaders and methodologists working

in customer management today. This integrated program

provides the most comprehensive customer experience

curriculum on the market today. This is a

vendor/software-neutral event, instead focusing on

innovative takeaways and proven best-practice

strategies.

Attendees from a wide range of industry and functional

backgrounds make it a goal to attend

Total Customer

Experience 2013

. This broad makeup provides

exceptional

Networking Opportunities

to enhance

attendees’ experience at the event, as well as build

lasting relationships for continued learning well into the

future.

(5)

8:30am - Opening Address

A Day in the Life of Your Customer

Knowing customer behaviors and motivations to win and keep business



Customer lifecycle mapping to visualize value-adding opportunities



Utilize a methodology that focuses on relevancy, consistency, frequency, value,

recognition and interactivity to win and keep business



Focus on emerging media is the customer engagement game changer



Develop an engagement strategy using multiple channels and touch points



Utilize a new capability model to optimize marketing spend

Day One, Wednesday, November 6

th

Opening Address & Keynotes

Choose from 2 Keynotes:

Total Customer Experience Keynote

Total User Experience Keynote

11:00am

CX Keynote:

Integrated Customer Management

System for ensuring a uniform customer experience

across all touchpoints



Create and use a multi-channel and cross channel

engagement strategy that maximizes touchpoints



Utilize both activity-based and value-based marketing to

measure both quantitative and qualitative results of

engagement



Ensure consistency and uniformity of the voice speaking

to customer across different engagement touchpoints



Leverage customer data and analytics to know their DNA

as they experience various channels and user platforms

11:00am

UX Keynote:

Storyboarding Mobile Experiences

Creating a comprehensive vision for your project–be it

mobile app, website, physical product or beyond–with a

simple, scalable storyboarding framework



5 essential elements of good user experience



Create a comprehensive storyboard (no artistic skills

required)



Clarify your own thinking as you execute a vision for your

project



Give designers and developers clear direction on what

they need to create



Cast a vision for stakeholders to build consensus at the

outset of your project



Create a culture of design that permeates teams and organizations



Bring CX, UX and product managers into a collaborative and cross-functional,

high-performance organization



Create a user-centered experience that leverages design, product and technology

excellence



Troubleshooting experience design communication, transparency and redundancy

9:45am - Keynote

Collaborative Experience Design

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1:00pm

Voice of Customer Excellence

Developing and utilizing customer insights and preferences to create an improved and optimal user e-commerce experience



Effective methodology used to capture Voice of Customer



Ensuring creditable, accurate and usable VOC data



Using customer analytics to promote customer-driven innovation



Framework for combining VOC with customer analytics, UX and e-commerce data



Potential pitfalls and lessons learned in e-commerce VOC data

2:15pm

Ethnographic Research & Design

Understanding and utilizing ethnography as a social design tool

 Defining ethnography in a user experience setting

 Techniques for applying ethnography at the most critical and effective parts of the user experience

 Properly crafting an interaction-based user experience rather than an interface-based experience

 Understanding the value ethnography can bring to product design

3:30pm

Test & Learn

Use test and learn analytics to optimizing features through real-world testing

 Bring product features to market more successfully through better understanding of what features work

 Small-scale user testing methodology

 Large scale A/B testing tools and multivariate testing

 Encourage test and learn evangelism throughout the product organization  Hands on examples of how test and learn

works in different product environments

1:00pm

Agile UX Transformation

Address the gaps between the agile development model and user experience design

 Use agile design principles for an iterative design process

 Use test and learn practices and apply the learning immediately to the development process

 Use prototyping, workshops and sketching to move the design process forward

 Create a multi-disciplinary, cross-functional approach to user experience design to optimize resources and efficiency

2:15pm

Digital Touchpoints Identification &

Alignment

Develop an iterative process of aligning CX requirements with UX development

 Map the entire digital landscape of user touchpoints to identify experience opportunities

 Ensure a uniform and cohesive experience for users to ensure continuity

 Identify what drives your customers and create a user experience that aligns with their likes

 Create a channel of development and communication between the customer insights and experience groups and the UX design teams

3:30pm

Using UX Methodologies to Create a

Culture of Innovation

Creating loyal UX advocates and partners for change

 Usability testing with collaborative and cross-functional teams

 Physical and virtual collaborative work spaces

 Dedicated outreach and marketing of user experience success stories and

methodologies

 Extending methodologies, artifacts, and design patterns to partners and customers

4:30pm – Day 1 Closing Keynote

Designing Great Products

Getting the Skinny on MVPs, Minimum Viable Products before building the final “fat” product



Design and create MVPs to learn from customers iteratively



Learn to gather, evaluate and unpack key customer insights and delighters



Refine your customer interview skills to effectively learn as a team



Learn from our case study: How one Intuit team integrated social and mobile in their experience



Gain effective tips for brainstorming with your team that keeps ideas and feedback flowing

Day One, Wednesday, November 6

th

Breakout Sessions

1:00pm

Customer Experience Journey

Mapping

The road to exceptional customer experiences

 Learn the strategic benefits of journey mapping your brand promise

 Uncover the interactions and channels used by your customers

 Determine how individual touchpoints impact the overall experience

 Collect and analyze emotions, motivations, actions, questions and barriers

 Discover gaps, redundancies, distractions, and opportunities

 Learn how to innovate, streamline and gain the ROI

2:15pm

WOM-Driven Customer Loyalty

Understanding the reach and power of digital media to create optimal customer engagement

 Harness the power of user-generated content to increase brand value and develop competitive advantage

 The importance of customer voice and understanding the risks and rewards associated with customer evangelism

 Evaluate the costs and ROI associated with WOM and customer evangelism

 Methodology in how to effectively leverage customer evangelism to increase sales and build brand and reputation

 Ethical considerations and WOM governance

3:30pm

Maximizing your Return on Customer

Experience

Influencing the behaviors of users and customers to achieve the desired returns

 Linking the UX to monetization and ROI

 Integrating decision tree mapping into the planning process

 Assigning and understanding weighted value touch-points

(7)

8:30am - Opening Address

Product Planning & Value Creation

Defining and communicating business value throughout the development

process

9:45am - Keynote

Cross Channel Experience Design

Craft a uniform experience across sales channels and touchpoints



Develop business plans that define value, align with product goals and objectives,

incorporate customer insights and gain leadership buy-in



Create product plans that deliver measureable business results that meet market

needs and align customer and user experience initiatives



Use customer / user feedback and loop it into revised plan iterations to provide

continued value to all stakeholders



Use business plans to create clear product vision that can proliferated throughout

the development organization



Design an integrated approaching to managing cross channel experience design



Ensure a user experience that is consistent with brand objectives and strategic

product vision



Manage the user experience at all touch points across all channels



Incorporate experience mapping to influence cross channel experiences



Transform product design into experience design for improved user experience

Day Two, Thursday, November 7

th

Opening Address & Keynotes

Attendee Quotes:

"Obtained 3 action items to research/implement as a

result of his presentation”

"Excellent content"

“Seminars were very interesting to me and I have brought

back a lot of good information to use in my department

”

(8)

Day Two, Thursday, November 7

th

Breakout Sessions

2:15pm - Closing Address

Driving An Experience-Based Culture

Reinforce products and brands through strong experiences



Develop a roadmap for transforming people, process and technology elements of

your customer management infrastructure



Create a personalized approach to customer engagement through deeper customer

understanding



Harness customer intelligence to predict lifetime value and retention capabilities



Gain a more comprehensive understanding of customer wants and needs for

enhanced strategic and tactical planning capabilities

11:00am

Operationalizing the Customer Experience

A practical roadmap for action across your organization

 Understanding and prioritizing needs

 Taking action

 Setting/Resetting customer expectations

 Delivering on expectations

 Organizational dynamics (recognition, urgency, support/resistance)

1:00pm

Customer Relationship Measuring & Monitoring

Framework for evaluating and monetizing customer relationships

 Creating brand loyalty through customer insights

 Techniques for combining customer data to create full views of customers and customer segments

 Strategies for the most effective engagement medium and messaging

 Monetizing and valuing the steps of the customer relationship journey

11:00am

Experiment Loop Optimization

Going deeper on the Experiment Loop to test and validate your product vision

 Learn recommended steps in the experimentation loop to discover deep customer insights

 Understand how customer value and data drive experiments to prove your leap of faith assumption

 Learn how to design your experiment with currency that informs your decision to “persevere or pivot”

 Learn tips about how to engage your team through the experiment loop process

1:00pm

Scenario-Driven Design

Create stories that visualize a new user experience through scenario analysis

 Explore design possibilities through creating multiple scenarios that visualize a user’s experience based on key design features

 Use scenario findings to develop requirements to optimize the development process

 Pull together stakeholders through scenario visualization to create a holistic design process

 Develop effective scenarios and determine when to use them in the design process

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Reservations:

402-592-6464

Mention the “Gateway Room Block” to the customer service agent to receive this exclusive reduced rate.

Online Reservations:

https://resweb.passkey.com/go/Gateway2013

2013

Area – Downtown San Diego

San Diego… filled with the charm of its Spanish settlers, is a vacationer's

paradise. Sun, sand, beaches, mountains, and lakes are all at your fingertips.

Known as a world-class destination, it's no wonder they call it "America's

Finest City." Located in San Diego’s exciting and cosmopolitan downtown, this

conference will be close to everything you want to do while in San Diego.

Hotel and Accommodation Facilities

Our venue’s excellent location offers easy access to all that San Diego has to

offer. We have scouted locations throughout the region and find that the

Anadaz San Diego offers excellent accommodations, an unrivaled meeting

environment and tremendous value.

Travel

This event is best accessed by-way-of San Diego International Airport. San

Diego International is a close - three miles away from the hotel, allowing for

easy in and out access.

Venue – Andaz San Diego

Andaz San Diego

600 F Street

San Diego, CA 92101

Altamont Group Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN, 37219-2417. Web site:

www.nasba.org.

Program Level: Basic Delivery Method: Group-Live Prerequisites: None Advanced Preparation: None

Earn CPEs

CPE Credits: 13

Negotiated Room Rate

(10)

R E G I S T R A

T I O N

Total Customer Experience 2013

November 6-7

th

_{, 2013 | San Diego, CA}



_{Early Registration}

** Early registration is available until: September 13th, 2013

$ 1,599



_{Standard Registration}

_{$ 1,799}



_{Additional Attendee}

_{$ 1,299}



_{Three Attendee Rate}

_{$ 3,999}

For current discount and group rates, please contact

Thomas Johnson

at:

[email protected] or 510-984-2961

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Pay By Check:

Checks should be made payable to Altamont Group Inc. The mailing address for checks and tax forms is 2625 Alcatraz Avenue, #341, Berkeley, CA 94705

Cancellation/Rescheduling Policy:

All cancellations made four weeks or longer from the summit’s start date will be provided a full refund or credit

toward current or future Altamont Group programs. Any cancellations made within four weeks of the programs start date will be provided with credit toward current or future Altamont Group programs.