Rethinking the Customer Experience

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Listen to a sneak peek Rethinking the Customer Experience Podcast by instructor Chris Brown, CEO, MarketCulture Strategies, Inc.

Download Rethinking the Customer Experience Brochure​>>

Customer experience is becoming more than just a topic of discussion in the marketing department. Innovative firms are launching customer experience departments to create guidelines and drive real change across the organization, from marketing, sales and customer service, to product development, the leadership team and beyond. How can your organization ensure a business-building customer experience?

Marketers know that a strong customer-centric organization that drives superior customer experience is the new competitive advantage that can supercharge performance.

This program explores how rethinking customer experience in the context of strong customer centricity offers a proven path to customer satisfaction, retention, advocacy and sustained sales growth. It examines the customer experience process and how marketing can strengthen its own customer culture and influence that of other organizational functions. It provides a road map for you to get there. You will gain the tools and skills necessary to lead your team along the business building customer experience path, measure your progress and increase your team’s marketing performance.

Through presentations, interactive case examples, and team project work, you will learn how to map the customer experience touch points and align your team to attain stronger customer centricity. Case studies from a variety of industries feature real-world examples of the experiences of other businesses and marketing teams that have taken the customer experience path. Designed for all customer-facing people including marketers and customer experience professionals, this program provides you with the necessary tools and frameworks, and a road map to ignite customer-centric change throughout your team.

 Rethinking the Customer Experience - Learning Objectives
  • Learn how customer centricity creates superior customer experience
  • Understand the customer centricity-customer experience-business performance  relationship
  • Analyze the 7 cultural traits of a customer-centric organization 
  • Learn why the entire organization must realign and strengthen these traits to positively impact customer experience
  • Map the complete customer experience process
  • Learn of the impacts of strong or weak customer-centric traits on customer experience and resulting customer satisfaction, profitability, sales growth, innovation and new product success 
  • Learn how to measure and evaluate your customer centricity and customer experience
  • Use the Market Responsiveness Index (MRI) to measure how your team  compares on the 7 traits of customer centricity against a global database of  companies 
  • Assess your own customer experience map
  • Identify your strengths and weaknesses in customer experience
  • Assess your business’ strengths and weaknesses and their implications for your customer experience strategy
  • Analyze the risks to the business in relation to potential erosion of customers, sales, profit margins and profitability 
  • Learn how to build a customer experience culture that creates superior customer experience 
  • Develop a road map for strengthening customer experience culture 
  • Assess the use of different customer experience tools and techniques 
  • Identify tools for making customer experience culture stick 
  • Assess the effectiveness of key metrics and milestones to use to quantify and measure your success 
  • Develop a customer experience business case 
  • Apply tools and templates to measure the potential impact on profit, sales,ROI, customer satisfaction and new product success 
  • Use customized templates to develop personal action plans
Rethinking the Customer Experience - Who Should Attend
This program is designed for all customer-facing people including marketing leaders, customer experience managers, marketing specialists, product managers, customer service managers and sales managers.


Rethinking the Customer Experience - Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email at Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. 

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after January 23, 2014. 

 A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Rethinking the Customer Experience - About the Instructor
Rethinking the Customer Experience - Schedule

Day 1

8.00 – 8.30 a.m.  Registration and Continental Breakfast

8.30 a.m. – 5.00 p.m. Program (includes lunch, morning and afternoon breaks)

Course Overview

Introduction, objectives and overview

How does customer centricity create superior customer experience?

  • What’s best for the customer is best for the business: the culture customer experience - performance relationship
  • The 7 disciplines of the customer centric organization
  • How each discipline drives customer experience
  • Mapping customer experience: static, human and digital touch points
  • Aligning customer experience culture with different strategies and business outcomes
  • Building the business case for customer experience
 What is your current level of customer centricity and customer experience?
  • What your group looks like on the customer centricity MRI scan
  • Compare your MRI scan results with your workshop colleagues
  • Map your own customer experience profile
  • Assess your business unit’s or team’s strengths and weaknesses and their implications for your current customer experience strategy 
  • Analyze the risks to your business in relation to potential erosion of customers, sales, profit margins and profitability
  • Evaluate important customer experience culture weaknesses in terms of typical behaviors 

Day 2

 8.00 – 8.30 a.m.  Registration and Continental Breakfast

8.30 a.m. – 5.00 p.m. Program (includes lunch, morning & afternoon breaks)

What is the road map to strengthen customer culture and customer experience?

  • The road map to strengthen customer experience, culture and processes
  • Customer experience tools and techniques
  • Making customer experience culture stick
  • Identify gaps in your supporting systems and functions
  • Identify landmarks and challenges inherent in implementation
  • Assess the effectiveness of key metrics and milestones that companies use to quantify and measure their success
  • Lessons from case studies of others that have done it
  • Use the 4 stage customer experience culture model to identify your priorities and build your business case
  • Apply tools and templates to measure the potential impact on profit, sales, ROI, customer satisfaction and new product success
  • Use customized templates to develop personal action plans


Registration is not available at this time.

Training Series Location
Courtyard San Francisco Downtown
299 Second Street
San Francisco, CA 94105 
Phone:  1 415.947.0700
Fax:  1 415.947.0800
Reservations:  1 800.321.2211

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero.  Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district.  Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby.  The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, indoor pool, and complete fitness room.

Rates: $269.00 single/double (plus applicable state & local taxes, currently 16% + $0.11 CA tourism fee, which are subject to change without prior notice)
Includes complimentary high-speed internet.
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call 1 415.947.0700 or 1 800.321.2211 & reference Rethinking the Customer Experience to make reservations.  The cut-off date for reservations is January 9, 2014.  After January 9, 2014, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m., and check out is at 12:00 p.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available.  Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.

The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.


AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply. 

Alamo Rent-A-Car
Drive Happy with Alamo.  Where American Marketing Association members save up to 20%.  And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away.  All you need is a valid driver's license, major credit card and an existing reservation.  It's that easy.  Reserve a car now or call Alamo Rent A Car at 1 800.462.5266.  Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars.  Low Rates.  Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars.  With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered.  Plus, we're always nearby at more than 6,000 neighborhood and airport locations.  Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car.  Enroll now.
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National.  Go Like a Pro.


Directions & Transportation
From San Francisco - SFO
Distance: 14 miles N
Driving directions: Exit airport heading north on Highway 101 toward San Francisco.  Follow 101 North until it intersects with Highway 280.  Take 280 North toward Port of San Francisco.  Highway 280 will turn into King Street.  From King Street, turn left on 2nd Street.  Hotel is on the right at the corner of 2nd and Folsom.
Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level).  Proceed to the upper level and outside to the curb.  Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination.  You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please call 1 800 BLUE VAN (1 800.258.3826) for more information.
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK
Distance: 18 miles NW
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco.  Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side).  At the bottom of the ramp turn left on Harrison.  Go two Blocks and turn Right on Second.  Hotel will be on your right.
Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required.  Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations.  Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you.  Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Public Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel
Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $53.58 (subject to change without notice)
Valet parking includes in & out privileges.  

​​​​There are no sponsorship opportunities with this event.
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