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Customer Experience Design

Putting Your Journey in Motion

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 from what you do. Customer experience (CX) 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 simultaneously.

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 positive word-of-mouth referrals. According to Gartner, a 5 percent increase in retention can boost profits by 25 to 125 percent.

This engaging and interactive workshop will offer practical advice, tools, and tips on how you can introduce signature elements to your customer experience that drive differentiation, increase retention and generate valuable word of mouth.

You will learn about the three elements achieving a strong CX design requires:

  • An understanding of customers: Their needs, emotional motivations and buying process
  • A willingness to exceed expectations on things that are most valued by customers and the courage to underperform on what is least valued
  • Leadership that supports the envisioned strategy and helps operationalize the change

Is This Workshop Right For You?

Yes, if you want a step-by-step approach to designing new customer experiences that customers notice, remember and share. Yes, if you are a B-to-B or B-to-C executive/manager with the authority to initiate change across your organization and impact the customer journey. Yes, if you are or will be responsible for the implementation of consumer insight strategies or if you simply wish to gain a greater understanding of the principles behind effective experience design. Participants will learn from best-in-class examples and hands-on exercises, such as journey mapping and touchpoint design. They’ll leave with actionable strategies to improve the customer experience.

Workshop Benefits

  • Get equipped with essential planning tools to execute customer experience design
  • Understand how to capture the details in a customer journey
  • Learn how emotions help experiences ‘design themselves’ and get the tools to do it
  • Gain a deeper understanding of the needs, desires and expectations of customers

Begins:Thursday, November 13, 2014 at 8:30am
Ends:Thursday, November 13, 2014 at 5:00pm

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Pricing

Early-bird pricing is in effect through 10/13/2014

    Member Rate Non-Member Rate
  Program Registration Fee $ 995  (Reg: $ 1,095) $ 1,095  (Reg: $ 1,195)

Instructor: Mike Wittenstein

Mike Wittenstein is the founder and managing principal and a consultant, global experience and service designer at Storyminers. Using the market-proven Storymining® Process rooted in story shaping, systems thinking, and customer/employee experience design, he helps leadership teams make big changes to their organizations by designing experiences. While an eVisionary at IBM global services, Mr. Wittenstein started the company’s first experience design practice and helped influence $1.5 billion in results for McDonald’s, Best Buy, Air Canada, and IBM, successfully applying leading-edge customer experience (CX) strategies. He has served over 400 clients, worked in 25 countries, and speaks English, Portuguese, Russian and Spanish. Mr. Wittenstein is a founding member of the Customer Experience Professionals Association and Global CX Panel, a board member at several CX startups, a recipient of the Distinguished Toastmaster award, a member of the Institute for Management Consulting, the Retail Design Institute, and the National and Global Speakers Associations. He is an alumnus of the University of Florida and Thunderbird School of Global Management.

Instructor: Stan Phelps

Stan Phelps is the founder of 9 INCH marketing, a consultancy that inspires leaders to think differently about their most-important stakeholders and helps brands win the hearts of employees and customers. He has over 20 years of global marketing experience with IMG, adidas and PGA Worldwide Exhibitions and has helped create larger-than-life brand experiences for KFC, M&M’s, Starbucks, NASCAR, Major League Soccer, and the USTA. His writing is syndicated on top sites such as Customer Think and Business2Community, and he is a contributor to MENG (Marketing Executives Networking Group) Blend and Switch & Shift. Mr. Phelps has written three books and is currently working on his fourth, Golden Goldfish. He has spoken at over 100 events in the U.S., Canada, Sweden, Australia, The Netherlands, Russia and France. A recognized expert in customer experience and employee engagement, Mr. Phelps has also taught integrated marketing as an adjunct professor at NYU and Manhattanville College. He is a certified net promoter associate, member of the CXPA and a founding member of the Global CX Panel. Mr. Phelps holds a J.D./M.B.A. from Villanova University and a certificate in Achieving Breakthrough Service from Harvard Business School.





Takeaway/Content Summary




  • Setting the scene for the workshop
  • Establishing expectations
  • Discussion of the CX gap
  • Warm-up exercise: GPS interviews


Customer Journey


  • Overview of CX
  • Walk-through of the customer journey ecosystem
  • Discovery, design, deployment process (3D renewal)
  • Exercise: Dirty dry cleaner


Business Case


  • Designing for customers, employees and the bottom line simultaneously
  • Establishing what you represent
  • Creating the blueprint for design
  • Exercise: Stack ranking of what’s important/ not important to your customers


Designing With Emotion


  • Adding emotion to your design toolkit
  • Primary Tools: VOC, TP Analysis
  • Exercise: Develop customer personas using pictures and illustrations


Journey Maps: Think


  • What is a Journey Map
  • Current vs. future states
  • Front-of-house and back-of-house
  • Capturing steps and clues
  • Clue capturing exercises
  • Journeys > Experiences > Stories


Journey Maps: Pick


  • Picking the right type of journey map
  • Purpose, characteristics, and rules
  • The value of listening and watching first
  • Touchpoint measurement exercise
  • Tools and styles overview
  • Journey mapping software demonstration
  • Exercise: Map definition


Journey Maps: Make


  • Names matter
  • Stages, segments, encounters, clues
  • Best practice: 5 stages
  • Storyboards vs. spreadsheets
  • Detailed journey mapping approach
  • Exercise: Journey mapping


Journey Maps: Use


  • Boardroom to front lines uses
  • Strategic uses
  • Measurement benefits
  • Operational value




  • Review popular tools: NPS, CES, C-SAT
  • When to use which measurement standard
  • Relationship vs. transactional approaches
  • Closing the loop
  • Exercise: Airlines case study




  • PPT’s don’t make change, people do
  • Design for adoption
  • Finding ambassadors and champions
  • Exercise: Workshop planning


Wrap Up/Debriefing


  • Questions and answers
  • Discuss workshop highlights
  • Review attendee next steps
  • Exercise: 100-day plan


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