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AGENDA - DAY ONE
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9.00
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INTRODUCTION
1. Welcome
2. Introduction
3. Agenda
4. Work-shop purpose, objectives & outcomes
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9.05
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CUSTOMER VALUE ADDED RATING EXERCISE
Opening workshop exercise - competitive assessment of a service
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9.15
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LINKING CUSTOMER VALUE AND LOYALTY TO RETURN ON INVESTMENT
1. How does CVA (Customer Value Added) and customer loyalty
relate to ROI (Return on Investment)
2. What the link is between customer loyalty and customer
satisfaction
3. What CVA is and how to measure it
4. Why Good is Bad when improving customer loyalty
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9.15
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CUSTOMER VALUE AND SHAREHOLDER VALUE
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10.00
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CAPTURING CUSTOMER VALUE DATA
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10.30
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MORNING COFFEE
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10.45
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(LAB) DESIGNING A CUSTOMER NEEDS WATERFALL
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12.00
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LUNCH BREAK
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1.00
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CREATING A CUSTOMER FOCUSED CULTURE
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1.45
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CAPITALIZING ON THE INFORMATION STRATEGICALLY
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2.30
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(CASE) USING THE TOOLS TO MOVE TO A BETTER POSITION
IN THE MARKET
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3.00
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COFFEE BREAK
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3.15
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WINNING BY DELIVERING VALUE
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3.45
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USING THE TOOLS WITH SMALL AND MEDIUM BUSINESSES
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5.00
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CLOSE
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9.30 CAPTURING CUSTOMER VALUE DATA
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How to capture customer satisfaction data required to
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establish the CVA/EVA connection in your firm
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How to design and manage effective surveys
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Types of approaches that work for obtaining actionable information
from your customers and the competitor’s customers
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The methods for determining the customer's hierarchy of
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needs and the relative importance of each customer’s needs
10.15 MORNING COFFEE
10.30 CUSTOMER VALUE LABORATORY
Designing a Customer
Needs Waterfall and Customer Value
Trees
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Laboratory session looking at the customer waterfall of needs,
including design of a product & service and price &
cost waterfalls for service
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Presentation of Customer Value tree and designs and roundtable
discussion
12.30 LUNCH BREAK
1.30 CREATING A CUSTOMER FOCUSED CULTURE
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What works, what does not and why regarding the frequency of
the customer
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How to use customer waterfall of needs to increase cross functional
co-operation on the most important customer priorities
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The correct use of internal measurement and rewards
related to process management and improvement
programs
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How customer focused corporations use the customer data in
the boardroom and at quarterly executive levels results reviews
2.00 CAPITALIZING ON THE INFORMATION STRATEGICALLY
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How executives can use Customer Value tools that are as effective
and powerful as financial tools
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How to use Value Maps, Product & Service Quality profiles
and Price & Cost Profiles
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How to utilise these tools to choose, deliver and communicate
a superior value proposition in your company's competitive marketplace
2.30 USING THE TOOLS TO MOVE TO A BETTER POSITION IN THE MARKET
3.00 WINNING BY DELIVERING CUSTOMER VALUE
3.15 BREAK
3.30 CUSTOMER VALUE LABORATORY
Developing Customer Value,
and Loyalty Goals and Strategies
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Laboratory session looking at how strategies are developed
so that the key purchase criteria for customers of telecommunication
service provider companies can be optimised to improve loyalty
and market share
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Optimum market positions are developed using a case study for
a company supplying products and services to customers
4.50 PRESENTATION OF STRATEGIES AND REVIEW
5.00 CLOSE
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