Building Differentiation Through Your Customer Experience Design (Full Day) | School of Marketing | ANA

Building Differentiation Through Your Customer Experience Design (Full Day)

(Full Day Workshop)

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

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving customer retention.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to differentiate your brand
  • How to determine the attributes customers most value  
  • How to develop a high-level customer journey

This workshop helps attendees increase marketing efficiency by teaching them:

  • A disciplined process to enhance your customer experience design
  • The different touchpoints in the customer journey

This workshop helps attendees improve customer retention by teaching them:

  • How to measure and manage customer loyalty and ways to reduce defection.


Download the full agenda here


  • Stan Phelps

    Stan Phelps, CSP® is the founder of, a consultancy that works with organizations to win the hearts of their customers and employees. He is also a TEDx Speaker, the author of 18 books, and a former Forbes contributor. His work today is focused on the value of customer experience as a competitive differentiator and the importance of employee engagement in building a strong corporate culture.