| CEM Strategy |
| Strategy is about making choices. Designing an effective customer experience strategy means making choices on your targeted customers, branded values and resources allocation too. Particularly for CEM, this requires a paradigm shift from traditional wisdom
of managing efficiency to managing effectiveness, and a lot of guts to focus or in other word, sacrifice. This module tells you how to set a framework of your own to build up your CEM strategy. |
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| Learning Objectives |
| This module will enable attendees to: |
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understand your corporate DNA and your brand |
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formulate an effective CEM strategy |
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integrate CEM Strategy into the customer experience management system |
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| Content Sequence |
| Who Are You -- Understand Your Corporate DNA |
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Why you exist (mission) and what are your guiding principles (culture) |
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What are your core competences |
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External factors and competition |
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The linkage between corporate DNA and CEM |
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| Segmentation -- Define Your Target Customers |
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Why customer segmentation is crucial to effective strategy formation |
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How segmentation methods differ in CEM |
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Not all customers are equally important to you - who are the ones |
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How to perform effective customer segmentation |
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| Brand Positioning -- Decide Target Brand Values |
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Brand, brand values and brand positioning |
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Current perceived brand values versus target brand positioning |
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Optimize brand positioning by both art and science approaches |
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Branded experience brings you customer engagement and loyalty - How does it work |
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| Target Experience -- Formulate Effective Experience Strategy |
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What is an effective CEM strategy |
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Steps to formulate an effective CEM strategy |
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Win-win approach: effective strategy to the customers and to the brand |
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Integration of CEM strategy with VOC and touch-point management |
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