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2012 Symposium: Sub-Banner

SOCAP 2012 Symposium - Trend Session Information

Symposium Trend Sessions

Leading the Consumer Experience: Path to the Consumer Affairs Department of 2015
Chip Horner, Colgate Palmolive; Jeanne Jones, ConAgra Foods; John Goodman and Cindy Grimm, TARP Worldwide

Consumer Affairs Departments have evolved from complaint handling to customer advocacy. The next step is to lead the Voice of the Customer and use the VOC to guide the overall direction of Customer Experience. TARP has completed new research in late 2011 that identified the linkage of an impactful VOC to measurable success in both getting things fixed and tangibly increasing customer satisfaction. This research highlights the factors leading to success in getting CFO buy in and becoming a successful Chief Customer Officer. A surprising finding was the gaps in data that exist in many corporations- many customer strategy executives lack basic information such as the percentage of new customers derived from word of mouth, the impact of service on sensitivity to price and even the percentage of issues raised by the VOC that actually get fixed.

This session will highlight findings from the research as well as five specific actions that will equip you to move to the next level and will illustrate how this strategy can lead to professional success.

Bringing Back the Personalization of Service
Richard Shapiro, The Center For Client Retention; Marie Shubin, E&J Gallo Winery; Dana Haller, Kellogg's

In this era of ever-changing technology, giant malls and increasing ecommerce shopping, personalized customer service has practically disappeared. The good news is that those companies that put “personalized” back into service will have a distinct competitive advantage.

Richard Shapiro, President and Founder of The Center For Client Retention, has just released his new book entitled, The Welcomer Edge: Unlocking the Secrets to Repeat Business. For the last 3 years, Richard has conducted hundreds of mystery shopper visits, calls and emails to find out how customers can feel welcomed, important and appreciated, no matter the channel of communication. He has discovered that a percentage of sales and customer associates are natural Welcomers. Welcomers like to engage customers and see them as people first, customers second. He was also able to classify and document three other distinct groups - Robots, Indifferents and Hostiles.

As part of this session, Richard will share his research findings as well as a sampling of interviews with Welcomers. Attendees will be able to gain comprehensive insights into the:
  • Common traits of a Welcomer
  • Difference between delivering superior customer service and generating repeat patrons
  • Tools used to train robotic-acting frontline associates to be more welcoming and make customers feel important, valued and their business appreciated
  • Three ingredients needed in every interaction: the Greet, the Assist and the Leave-Behind
Next-Generation Service: Balancing Competing Expectations and Practices Between Customers and Reps
Robert W. Wendover, Director, The Center for Generational Studies

They are the most wired, impatient, demanding, fickle and fun-loving generation in US history, and the Millennials are changing the ways you serve customers and manage your service functions. Join Robert Wendover, Director of The Center for Generational Studies as he explains what this means for customer relationship professionals in the decade to come. Discover what it will take to successfully manage a cross-generational service team. Learn what will be required to provide superior service to customers from 18 to 80.

You’ll learn:
  • What one company does to “age-match” reps and customers to build long-term relationships.
  • How to manage the smart-phone set’s insatiable desire for 24-7 connectivity.
  • The latest insights on serving Millennials via social networking.
  • The essentials to supervising a cross-gen call center.
  • What it takes to cross-train cross-gen staff on meeting the service expectations of a cross-gen customer base.

 

2012 Symposium: Cancellation Policy

Cancellation Policy:

Refunds for cancellations must be made in writing (via email or fax) to the SOCAP National Office. A processing fee of $250 will be charged on refunds received on or before March 23, 2012. No refunds after March 23, 2012. Substitutions will be gladly accepted at no charge until April 6, 2012. A $150 fee will be charged on any substitutions made between April 6 and April 13, 2012. No substitutions after April 13, 2012. Registration transfers to future meetings will not be accepted.

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