Summit Day Two

Opening Remarks
Olivier Arnoux, SVP Guest Experiences, Sofitel Worldwide, Paris – France

Mobilising Resources By Integrating Customer Experience Programmes In The Global Strategy To Deliver Value Added Services And Exceed Expectations

• Driving customer experience strategies top-down to ensure buy in and accountability at all levels
• How to successfully make all departments customer-experience-oriented to provide a seamless high quality of service
• Creating an environment which facilitates the integration of new customer care technologies to improve service and productivity
• The customer service function as an extension of customers: Engaging agents in servicing customers emotions to better understand their needs

Establishing A Customer-Focused HR Team And Workforce To Build A Powerful Organisation Dedicated To The Brand And Customer Experience Promise

• Hiring the right people for the right positions to deliver better and consistent quality of service across the board
• In-house training and incentives: How to motivate and involve your employees in customer dedicated objectives
• Improving internal communication and knowledge transfer processes to empower employees to meet and satisfy the ever-changing and more demanding customer base
• Representing fast moving customers, trends and culture differences by keeping your staff diversified and up-to-date

Best Practices in Customer Service And Call Centres To Retain Customers And Improve Loyalty

• Is customer service the most important touch point of the journey?
• Responsibility, involvement, independence and flexibility: Training and encouraging customer care representatives to think “out of the script” to deliver a better customer experience and secure loyalty
• Investing in business intelligence tools to facilitate customer profiles identification to meet the customer needs and improve satisfaction
• Multilingualism amongst customer care representatives in the Middle East as a basic principle or a differentiation factor to enhance customer experience?
  

Measuring Customer Experience To Improve Understanding Of Customer Needs And Expectations To Reach Excellence (Experience The Best Practice In Public Sector)

• Is the experience easily measurable? Identifying and dividing it in “value moments” to facilitate the measurement
• Benchmarking areas of improvement to secure customers’ basic expectations and advancing strategies to drive further excellence in experience
• Measuring the experience in order to focus strategies on what impacts the customer: the emotional driver and factor
• Progressive customer relationships and pushing it to the next level of trust to build a valuable partnership in securing need and repeat business opportunities
• How to properly design satisfaction surveys to ensure a good response rate and get reliable data to be used in marketing and customer experience campaigns
• Customer Experience in the public sector: is it too good to be true?
  

Awards Ceremony

• Best Call Centre Experience
• Best Technology
• Best Overall Customer Experience
• Customers’s Choice
  

Effective Tools, Technologies And Methods To Measure Customer Experience And Drive ROI – Case Study On CRM At Dubai Airports

• Understanding customer experience and satisfaction surveys as key factors to determining success in your customer care strategy
• How to use and master survey analysis and refining tools to better target customers and initiate the experience
• Investing in a dynamic customer management system to delve deeper into emotional and experiential factors to strategically orientate loyalty programmes
• Is face-to-face contact still the most effective customer experience and satisfaction measurement tool?
  

The Importance Of Customer Contact And Humanisation Of The CRM Function To Enhance Customer Experience

• Creation of Social CRM or CRM 2.0: How to integrate social media and interaction into your CRM strategy
• Is CRM a marketing or a sales tool and how can it be adequately measured in terms of ROI?
• Going beyond targeted and timely emails in CRM strategies to advance customer interaction programs and develop stronger relationship and loyalty
  

Involving The Quality Department In The Customer Experience Process To Meet International Standards And Benefit From Image Excellence

• How ISO 9001 regulations can be used as an internal tool to involve all departments in improving customer experience and service excellence
• The role of quality teams in the achievement of customer experience programmes
• Measuring quality ahead of the customer experience to maximise programmes and strategies
  

Towards The End Of The Mass Marketing Era? Segmenting The Market, Personalising The Customer Experience And Innovating To Better Meet Customers’ New Expectations

• Marketing your customers’ strongest identity to personalise the experience
• Tailored and targeted services: How to efficiently design content for individual customers
• Aligning marketing strategies with customer care and personalisation to attract new customers