Building Differentiation through your Customer Experience Design (Full Day)

In a world where commoditization is the norm, differentiation is key. The kind of differentiation customers will notice doesn’t come from what you say, it comes more from what you do. Customer Experience is a new discipline that helps you figure out what to differentiate and how to do it in a way that benefits your customers and your bottom line at the same time.

More than any other factor, your brand’s customer experience will determine whether you thrive and profit or struggle and fade. There is a strong business case for improving the customer experience especially when it leads to increased retention and referrals. According to Gartner, a 5% increase in retention can boost profits by 25% to 125%.

In this workshop, you will get:

  • Equipped with essential planning tools to execute customer experience design
  • Skills on how to capture the details in a customer journey to improve your customer experiences and brand differentiation
  • Insights into the needs, desires, and expectations of customers


Who Is This Workshop For?

This workshop is geared for participants who want a step-by-step approach to designing new Customer Experiences that customers notice, remember, and share. It is designed for both B2B and B2C, for individuals with the authority to initiate change across their organization and for those responsible for realizing results. Participants will learn from best-in-class examples and hands-on exercises focusing on customer personas, journey mapping, and touchpoint design. Everyone will leave with actionable strategies to improve the customer experience.


Workshop Benefits

As a result of this workshop, you and/or your team will be better able to:

Increase marketing effectiveness by:

  • Understanding how to differentiate your brand
  • Seeing how to determine the attributes customers most value  
  • Knowing how to developing a high-level customer journey

Increase marketing efficiency by:

  • Learning a disciplined process to enhance your customer experience design
  • Understanding the different touchpoints in the customer journey

Improve customer retention by:

  • Learning how to measure and manage customer loyalty and ways to reduce defection.



Download the full agenda here



Stan Phelps

Stan Phelps is the founder and chief measurement officer at 9 INCH, a consultancy that works with corporations to win the hearts of their customers and employees. Prior to founding 9 INCH, Stan held leadership positions at IMG, Adidas, PGA Worldwide Golf Exhibitions, and Synergy. At Synergy, he helped create brand experiences for leading brands such as KFC, M&M’s, and Starbucks. His work is focused on the value of customer experience as a competitive differentiator and the importance of employee engagement in building a strong corporate culture.

Stan is a member of the ANA Faculty and has been named by SAP as a Top 60 Customer Experience Influencer. He is the author of three books and a contributor to Forbes. Stan has a J.D./M.B.A. from Villanova University and a certificate for Achieving Breakthrough Service from Harvard Business School. He is a certified net promoter associate and has taught as an adjunct professor of marketing at NYU and Manhattanville College.