Track I - Understanding Where Data Comes From and What To Do With It
Peggy Lundquist, Director of Consumer Connections, Danone
Josh Wilke, Director of Marketing, Wilke Global
Consumer care professionals capture tremendous amounts of data in their CRM (even if your CRM is just an email inbox). We'll discuss how this data is captured and review some best practices in data entry/coding. This conversation is relevant regardless of the sophistication of your CRM. We'll talk about extracting this data for analysis.
This workshop will cover data sets in the aggregate. The data extraction from your CRM is just one that can be analyzed. There are other potential data sets across your organization - loyalty programs, sales/shipment data, customer orders, etc. All or parts of these data sets can be married with your CRM data to provide new and broader insights. Moreover, there are other data sets - U.S. census, demographics, Nielsen tracking, etc - that can be integrated into your analysis.
Finally, we'll provide some specific guidance on Excel including useful functions, shortcuts and other ideas on how to make excel easier (or at least less intimidating). We'll also briefly highlight Pivot tables.
- Data collection/coding best practices: practical steps that will help improve your ability to understand and analyze your data, such as consistent coding, base-level entry, etc
- Leveraging other data sources (whether internal or external): we'll review potential data sources within your organization and how to incorporate them in your analysis as well as publicly available data sources to enhance your analysis
- Some great tips and tricks to use MS Excel more efficiently analyze your data. we'll review more advanced excel features/functions, and specifically review methods to merge/standardize your data.
Track II - Not If But When: Successful Crisis Management
Elizabeth Meunier, Consumer Experience Manager, Beech-Nut Nutrition
Brands should not be asking themselves if they will have to face a crisis but when. The way the public receives its news, the ease in sharing information and the consumer expectation of an instant response from a company have made it extremely important for brands to be ready to respond quickly and effectively to a crisis. This workshop will review the components of a successful crisis management plan including preparation, crisis identification, practice, execution and evaluation. The workshop will also touch on recent trends in crisis management that brands can incorporate into their own plans. Examples will be drawn from the PR crises that the baby food industry and Beech-Nut Nutrition faced in 2017 and their response tactics.
- Criteria to evaluate your current crisis plan against.
- Current crisis trends and emerging techniques to manage them.
- The crises that the baby food industry faced in 2017, providing an early warning of possible things to come for other industries.
Track III - The Power of Moments: Leading Extraordinary Impact with Experiences
Salena Scardina, Senior Vice President of Customer Experience, Sweetwater Sound
The new book, The Power of Moments written by Chip and Dan Heath, explores the concepts of moments and the impact on lives and of course, our customers. We'll discuss the principles in the book that aid us in creating moments in customer service that become legend and transform brands. This workshop will arm you with practical ways you can reexamine your current customer engagement strategy to create these "moments" as the closest to the customer experience in the organization.
- Understanding the four moments that create memories; elevation, insight, pride and connection. Business case and stories from Sweetwater Sound on effective moment creation.
- Practical exercises to look at the customer service communication and how to modify to create moments.
- Create moments internally within the customer service department to improve engagement.