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Pre-Program Assessment (issue 10 days prior)
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Learn
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- Exercise: A simple assessment to understand how developed participants competencies are in customer experience
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Arrival and Breakfast
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Learn
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0H:30M
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- Participants meet, network with Facilitator, colleagues and ANA
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1
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Setting the Stage
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Learn
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0H:15M
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- Introduction and welcome
- Review agenda, learning objectives, L.E.A.D. learning approach, working together today
- Activity: Worst (Recent) Experience
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2
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Experience Matters
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Learn
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0H:20M
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- Articulation of how the top-down-marketing-model of the post-war era has been upended by the Internet and the greater power of consumers, featuring an overview of:
- Key trends
- The business case for customer experience
- Experience Dimensions
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Experience
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0H:15M
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- Deep dive in experience: How Nike Wins–marketing through services rather than ads
- Deep dive in experience: How Dell loses–marketing a shell
- Discussion: Compare and contrast cases
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Apply
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0H:30M
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- Work individually to outline your own company’s best and worst experiences, leveraging the Experience Dimensions
- Discussion: Participants share, compare and discuss highlights of exercise
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Break
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3
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The Aspects of Experience
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Learn
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0H:20M
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- How to optimize customer experience and optimize marketing by understanding the patterns of people
- Articulation of the Aspects of Experience Framework
- People–it’s not just current customers that matter
- Journey–it’s bigger than the sales funnel, will more opportunity
- Value–is more than needs
- Mode–critical in a multimodal world
- Ecosystem–what are all the touchpoints that matter to people
- Aspects of the Experience Case Study
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Experience
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0H:30M
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- Work individually to understand and evaluate your own customers
- Discussion: Participants share, compare and discuss highlights of exercise
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Lunch
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1H:00M
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4
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Mapping an Integrated Vacation Experience
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Learn
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0H:15M
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- Illustrate how to integrate the 5 Aspects of the Experience into a single integrated Experience Map to help marketers and cross-functional teams drive superlative customer experience
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Experience
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0H:15M
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- Three experiences… mapped and unpacked (three case studies of successful experience maps in action across retail and financial services).
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Apply
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1H:00M
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- Work as a group to map a vacation experience using everything learned to this point in the workshop
- Leverage a pre-configured map as a starting point for group work and opportunity identification
- Discussion: Participants share, compare and discuss highlights and learnings of exercise
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Break
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0H:10M
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5
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Customer Experience Experimentation Exercise
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Apply
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0H:30M
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- Facilitator provides sample experiment relevant to the topic and participants create their individual experiments by identifying their challenge, hypotheses, test and expected results
- Exercise: Each participant creates their own experiment to test an aspect of their customer experience
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6
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Learning Reflection and L.E.A.D. Action Plan
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Apply
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0H:30M
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- L.E.A.D. action plan format introduced
- Exercise: Participants create L.E.A.D. action plans and present highlights to the group
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7
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Discover More and Closing
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Discover
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0H:15M
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- Discover More Resources – ANA and Industry
- Complete Innovation Lab evaluation, preview upcoming Labs
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Post-Lab Virtual Session
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Discover
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1H:00M
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- Participants reconnect in a :60M virtual session to share findings of experiments, summarize learnings and best practices
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