B5 8:00 a.m. - 11:30 a.m.

Define, Measure & Predict Customer Churn: A How To Session

Gerald Hughes, Vice President, Media & Marketing Practice, INFORTE CORPORATION

Chris Cahill, Senior Consultant, INFORTE CORPORATION

Customer churn, the likelihood of a customer to defect, stands as the number-one problem facing many companies. Some industries have stated annual churn rates above 25%, averaging around 2-3% each month. In an environment where retaining customers is often just as critical as acquiring new ones, understanding which customers are likely to churn, and at what point in your relationship, is a required first step in building effective retention strategies through targeted marketing initiatives.

Jeff Dillenburg, Inforte's Business Intelligence and Customer strategy competency leader, will walk you through data-driven examples on how to define, measure, and predict when your customers are most likely to churn. The topics discussed will be especially relevant to B2C companies that sell products through subscription-based business models. Come to discover how customer churn can ultimately affect your bottom line.

Customer Churn – What Is It and How Can You Recognize It?
• What does customer churn mean within your organization?
• How do you identify if you have a customer churn issue within your customer base?
• The importance of segmentation to identify your "battle ground" customers
• Achieve a deep understanding of your most valuable customers and their likelihood to churn

How Do You Measure Customer Churn?
• Discuss the relevance of measuring customer churn
• Identify key factors affecting customer churn
• Determine if you are measuring the right variables to understand customer churn, and how to interpret your results
• Hear best practices on how a Global Media company effectively measures customer churn

The Value of Predictive Modeling
• Discover how analytical modeling can help to predict the propensity of a customer to churn
• The importance of closing the loop - applying predictive modeling results to:
- Guide tactical marketing decisions
- Update your customer segmentation strategy
- Refine the variables measured for increased accuracy of future predictive models

B6 8:00 a.m. - 11:30 a.m.

The 5 W's of World-Class Customer Service

Rosanne D'Ausilio, Ph.D., "Champion for the Human", Consultant, Master Trainer, Best-Selling Author; President, HUMAN TECHNOLOGIES GLOBAL, INC.

While much attention has been focused on the technology and benefits of providing multiple channels for customer contact, little attention has been paid to handling the human part of the equation—training CSRs to field more than just telephone communications. Certainly now more than ever before in history, customer-centric service is a necessity. As more and more organizations are turning to the contact center as a strategic player in the competitive landscape, it is in the throes of re-inventing itself to step up to the plate and become the heart of a company's customer-facing operations. After all, 70% to 90% of what happens with customers is driven by human nature, having nothing to do with technology. In this highly interactive workshop we'll identity the 5 W's of world-class customer service training: Who needs to be trained, What is the appropriate curriculum, Where should training be held, When should sessions be scheduled, and lastly, but most important: Why train, and lots more, including:

Today's Challenges
• Rampant Change/Higher Stress Levels
• Costly Turnover
• Mixed Messages
• Budget Cuts

Why World-Class Customer Service Training?
• Branding and its Importance
• Incentives to Improve Service
• Self Service Effectiveness
• Training Trends
• Benefits – Case Study

First Call Resolution - #1 Driver of Customer Satisfaction
• How to Define, Measure, Improve
• What About That 14%?
• Two Strikes and You're Out
• Impact of Repeat Calls

What Needs To Be Included
• Core Competencies
• Delight the Customer
• Shift Perceptions
• Kick It Up A Notch!

ABOUT THE WORKSHOP LEADER
Rosanne D'Ausilio is the author of "Wake Up Your Call Center: Humanize Your Interaction Hub" (4th ed), "Customer Service and The Human Experience," "Lay Your Cards on the Table: 52 Ways to Stack Your Personal Deck", and her ‘tips' newsletter on How To Kick Your Customer Service Up A Notch! Learn more at http://www.HumanTechTips.com

B7 8:00 a.m. - 11:30 a.m.

Passion Trumps Engagement: The Next Level in the Customer's Experience

James R. Lucas, CEO, LUMAN CONSULTANTS INTERNATIONAL, INC.

Based on the book "The Passionate Organization: Igniting the Fire of Employee Commitment" by James R. Lucas

Within the past two years, "Employee Engagement" has been the Holy Grail for many companies seeking to gain a competitive advantage in the Customer Experience space. And two years later, with significant resources invested in measuring employee engagement, the Customer Experience needle has not moved significantly. The initial excitement, coupled with key driver analyses that showed which levers to pull, has not significantly improved employee commitment, performance or retention nor has it helped your company to expand its brand to the level that was promised. Why?

It is our experience that too many companies are using the wrong measuring stick. During this workshop, we will show participants the results of our analysis in comparing the engagement models and subsequent measuring sticks that are used by the major consulting firms who are playing in the employee engagement space. What we have found missing in each engagement model and assessment is "Passion." Not the "gooey, emotional, out-of-control" feelings typically associated with passion, but a level of commitment that allows employees who go face-to-face with customers to operate daily "in the zone." Numerous consulting firms - who are expanding their brands - are treating engagement, passion and commitment as though they are the same thing. They are not the same. When it comes to moving the Customer Experience performance needle, Passion Trumps Engagement.

This is not a workshop on how to motivate employees, because you cannot motivate someone else. It is a workshop on how to create the conditions within a company where employees themselves can harness and direct their passions to achieve a measurable and sustainable competitive advantage and to expand your brand.

KEY TAKEAWAYS
• Participants will complete and self-score an Employee Commitment assessment
• Ten clues to whether employees are passionate about a company and their role in it
• Why companies "settle" for Customer Satisfaction
• What conditions (things the company does) create seven levels of Employee Commitment
• Why Engagement alone will not move the Customer Experience performance needle
• What Employee Passion is and what it is not
• How to discover and direct passion
• Why Passion Trumps Engagement
• How to ignite the fire of Employee Commitment

ABOUT THE WORKSHOP LEADERS

David Hughes has been consulting with Fortune 1000 size companies for over 13 years on a variety of subject matter issues including Corporate Strategy, Marketing, Organizational Development, and Leadership. His expertise is in the analysis and synthesis of data and then pulling together a focused team of specialists and developing strategy around that data.

Throughout his career, Graydon Dawson has focused on organizational development, leadership development, performance support, and the development of people and teams. Graydon has held management positions as Director of OD, Training, and Organizational Effectiveness for several corporations – profit, non-profit, and government agencies. He is passionate about building organizational capacity.