Defining Client Experience – what is it and what it is most definitely not:
CX is often thought of in a relatively tactical, reactive way, yet the opportunity for professional services firms is immense. Often confused with Customer Service, which is only a very small part of CX, the experience your customers are having on a daily basis engaging with your firm is likely to be the single most powerful contributor to your success.
This webinar will highlight the key factors that come together to create the experience for your customers, whilst providing guidance on how you can start to develop a truly market leading customer experience.
The 10 Guiding Principles of CX:
During this webinar, we will consider one of the most powerful of the 10 Principles Behind Great Customer Experience - Setting and Meeting Expectations, and why they are so important for Professional Services.
Client Experience as an advantage – not a replacement.
When CX can add real value? We’ll discuss the four key factors that impact sales and success: Proposition, Brand, Awareness and Client Experience. If the first three are weak then CX cannot act as a replacement. It cannot fix a substandard or poor proposition; it cannot be the only source of brand affinity; and it is not the most effective way of gaining market awareness. If the other factors are strong as they often are in Professional Services firms - then CX can be incredibly powerful.
Why CX is so urgent in professional services firms – next to zero differentiation
Aside from the colour of their logos, almost everything else in Professional Services is uniform. There are strong but similar propositions and capability; they are strong but similar brand affinities; and there is well established but similar market awareness. We will look into what the missing link is.
How to better understand your customers – using design thinking to design great experiences.
To provide a tangible starting position, this webinar will outline the four stages of great human centred design - and explain why it is so important to deeply understand what is really going on with customers before designing solutions. We’ll look at why business problems need to be so clearly defined and we’ll introduce the value of qualitative interaction - through ethnographic interviews and targeted observations - as a solutions to get this moving.
Matt JohnsAs a qualified former under cover officer, Matt has spent a long time understanding what drives human behaviour. Matt uses his unique experience in the police and as the Acting Chief Strategy Officer at Deloitte to help firms develop a deep understanding of the experience they are currently creating for their customers.
Matt believes the experience your organisation creates for your customers is one of the most powerful competitive advantages you can develop. Yet too many businesses are leaving this to chance and in many cases barely doing enough to keep up with their competition. Together with you, he seeks to understand how they truly feel and think, not just what they are prepared to say.
From this base, he works with you to visualize the end to end experience by tracking the emotive journey of the customer and identifying opportunities to transform the experience. He guides you through a process of targeted ideation to design new, compelling experiences, including robust testing to ensure each new idea will have the desired impact. Ultimately, his goal is to help you design deliberate experiences for your customers that will create true competitive advantage.
Auckland - 1:00 pm - 2:00 pm
Sydney / Melbourne / Brisbane - 11:00 am - 12:00 pmAdelaide - 10:30 am - 11:30 amHong Kong / Singapore / Perth - 9:00 am - 10:00 am
In 2018 we reimagined our conferences. ICON XQ: Market Leadership was so well received, we're bringing a one day version to Melbourne on Wednesday, 26 June 2019.
Speaker details will be released soon, but in the meantime, please save a space in your diaries for this innovative conference that will challenge your thinking on what makes us global market leaders and innovators and how we can use this knowledge to become better leaders.
Five intelligence (Q) streams, each an important component of the market leadership puzzle. We aim to arm you with the insight and knowledge to master leadership in the ever evolving B2B landscape.
1. XQ - the NeXt intelligence
Sessions that answer what’s next? What our experts see happening now and on the horizon for us as an industry and as professionals. Topics will see audiences treated to an understanding of what’s making new waves and a glimpse into the future of B2B marketing, communication and business development.
2. CQ - customer intelligence
Sessions focused on engaging with, and better understanding, clients and customers. Session topics include: How to cultivate a team of relationship builders, identifying and capturing your target audience, best-in-market client engagement strategy & programs AND MORE.
3. MQ - market intelligence
Sessions built around mastering the evolving market and B2B landscape. Sessions topics include: How to better understand your organisation’s identity and offering, discovering and defining the sales landscape in your organisation, product and solution differentiation AND MORE.
4. BQ - business intelligence
Sessions addressing strategy, planning and organisation know how. Session topics include: Leading & inspiring your team to achieve greater success, programs and campaign strategy, stakeholder management AND MORE.
5. TQ – technology intelligence
Sessions covering the latest technology and digital tools, trends and strategies. Session topics include: measurement and data, social media, emerging technology AND MORE.
Maddocks, 25/727 Collins Street, Melbourne
161 Harbour Esplanade, Docklands, 3008
Cocktail Party venue and details to be confirmed.
For group bookings (5 or more people) please contact our events team.
ICON thanks conference sponsors: