Interpreting the Voice of Your Customer - 2015 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
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, Learn, Act

Listen to a sneak peek Interpreting the Voice of Your Customer Podcast by instructor D. Randall Brandt, Ph.D., Executive Vice President, Client Services and Solutions,Loyalty Research Center®. 

Download Interpreting the Voice of Your Customer Brochure >>

Customers talk and write about their experiences with brands and firms. They praise and will recommend one company and its products or services, while sharing horror stories and admonishing other consumers to stay away from another. Customers often furnish detailed descriptions of what they want, need, like, or dislike about a brand or company. Whether solicited or unsolicited, the “Voice of the Customer” is there for the taking, and companies are well-advised to listen.

Not surprisingly, company investments in harnessing the Voice of the Customer (VoC) have grown steadily from the early 1980’s to the present. Today, hundreds of organizations regularly conduct surveys and focus groups, solicit comments and complaints, and scour social media. The expectation is that insights drawn from VoC sources will enable these firms to prioritize, focus, and drive customer experience improvement efforts.

Unfortunately, several recent studies reveal that a majority of companies are falling short of their VoC program goals and expectations.

Why? What is holding them back? How can organizations ensure that insights drawn from customer data translate into better customer experiences and desired business outcomes? What is it that organizations having very effective VoC programs are doing that others are not?

This two-day workshop will address these questions, and offer answers and solutions that you can put to work right away to ensure your organization gets more from the Voice of the Customer.

Interpreting the Voice of Your Customer - What You Will Learn

Participants will learn and be able to use knowledge, tools, and solutions that:

  • Help identify the key strengths and limitations of the current VoC approach being used in their respective organizations
  • Ensure that the right VoC methods and data sources are in place to address key managerial questions and decision support needs
  • Identify and implement customer metrics that are linked to key business results, so that the “business case” for VoC investments can be made
  • Make all VoC data, both structured and unstructured, “work together”
  • Help define targets for customer metrics and trends that enable managers to get precise answers to the question “how good are our scores?”
  • Enable managers to establish priorities for improvement with precision and confidence
  • Make sure that insights drive action and improvement efforts that produce measurable results
  • Help sustain and facilitate maturation of the VoC approach used in their respective organizations

Interpreting the Voice of Your Customer - Who Should Attend

  • You should consider attending this training if you are:
  • Working in an organization the serves either B2C or B2B markets
  • Trying to ensure that your VoC program is capable of supporting the organization’s customer experience goals, initiatives, and expectations of senior leaders and key stakeholders
  • Have recently been given stewardship of your organization’s VoC program – especially is this is all very new and different from roles you have had in the past
  • Have been responsible for managing your organization’s VoC program for some time now, but are interested in learning more about new VoC solutions and best practices
  • A VoC user who is expected to take – and who is held accountable for taking – action based on insights drawn from VoC data and metrics
  • An individual who just can’t get enough information about – or opportunities to interact with others who share your passion for – the importance of managing and improving customer experience, and the vital role the Voice of the Customer plays in that process

Interpreting the Voice of Your Customer – Cancellation Policy

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 info@ama.org at least two weeks prior to the event start date. No refunds will be given after April 29, 2015.

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.

Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.

Interpreting the Voice of Your Customer – About the Instructor
D. Randall Brandt, Ph.D.

Interpreting the Voice of Your Customer - Agenda

Day One
8:00 a.m. - 8:30 a.m.  Registration and Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch and morning/afternoon breaks)

8:30 – 8:50:  Participant Introductions and Course Overview

8:50-10am: Session One – Customer Experience and the Voice of the Customer

Definition and a brief history of Customer Experience (CX) and Voice of the Customer (VoC)

Basic CX perspectives, methods, and data sources

  • Transactions and events versus cumulative experience
  • Customer journeys, lifecycles, and “end-to-end” experiences
  • Structured versus unstructured data
  • CX surveys
  • Inbound customer communications
  • Social media
  • Lost customers and defectors
  • Market perspectives: benchmarking and competitive comparisons
  • Focus groups, depth interviews, and CX observation
  • Mystery shopping
  • View from the front-line

10-10:15am: Break

10:15am-Noon: Session Two – Current State of the Voice of the Customer

Hands-On: Assess and benchmark the state of the VoC in your organization

Capturing and leveraging the VoC: The current state

  • How effective are current VoC programs?
  • How do organizations listen and learn about customer experiences?
  • Where are organizations having the most success?
  • Where are organizations falling short?
  • What distinguishes successful VoC programs from all the others? What VoC “best practices” stand out?

Noon-1pm: Lunch

1-2:45pm: Session Three – How to Build a VoC Program Based on Best Practices

Hands-On: Selecting the right VoC methods and sources for your organization

Capturing and leveraging the VoC: An integrative approach

  • A place at the table: Establishing support for the CX and the VoC
  • Identifying key CX elements and touchpoints
  • Making all VoC data “work together”
  • Linking the VoC to other business data and metrics
  • Using the VoC to drive action and improvement

2:45-3pm: Break

3-4:45pm: Session Four – Building the Business Case for CX

Selecting the right core CX metrics

  • What is a core CX metric?
  • Net Promoter Score or something else?
  • How to identify and implement the right core CX metric(s) in your organization
  • ROI: Linking CX metrics to financial and other key performance results

Customer-centric business blueprinting 1: Mapping the “downstream” impact of CX

  • How it works
  • Case illustration

Hands-On: Creating the “downstream” part of the blueprint for your organization

4:45-5pm: Day One Wrap-Up


Day Two

8:00 a.m. – 8:30 a.m. Continental Breakfast
8:30 a.m. – 4:00 p.m. Program (includes lunch and morning/afternoon breaks)

8:30 -9:45am: Session Five – Keeping Score

What do most managers watch? What should you be watching?

Building CX dashboards

“How good is our score?”

  • Strengths and limitations of alternative approaches to setting targets for CX metrics
  • A framework and criteria for selecting and applying the right approach

Hands-On: Selecting the right approach to setting targets for CX metrics in your organization

9:45-10am: Break

10am-Noon: Session Six – Defining Priorities for Action and Improvement

Establishing the impact of CX touchpoints and elements

  • Key drivers
  • Differentiators
  • ROI levers

Kano analysis and related techniques

Pareto analysis

Putting it all together: Convergence analysis and mapping

  • How it works
  • Case illustration

Hands-On: Defining priorities for improvement using convergence analysis & mapping

Noon-1pm: Lunch

1-2:45pm: Session Seven – Putting the Voice of the Customer to Work

Customer-centric business blueprinting 2: Connecting CX to people and processes “upstream”

  • How it works
  • Case illustration

Using the VoC to manage relationships with individual customers

  • CX recovery

“Hot alerts” from surveys

Inbound customer communications

Social media

Using the VoC to drive action and improvement

  • A seven-step action planning process
  • Case illustration

Hands-On: Creating the “upstream” part of the blueprint for your organization

2:45-3pm: Break

3-4pm: Session Eight – CX and VoC Sustainability and Maturation

Sustaining support of and commitment to CX and the VoC

  • Senior leadership and sponsorship
  • Customer-centric culture: Building and keeping it going

Hiring

Socialization

 Reward and recognition

VoC reflection, improvement, and maturation

  • Strategic roadmap to maturity
  • Assessing progress

Day Two Wrap-up and Course Evaluation (3:30 – 4:00 pm)

 
Registration is not available at this time.
Training Series Location 

Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.

The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Reservations: +1.800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: +1.312.565.0565
Walking Distance to Summit (5 minutes)
For individual reservations, click here for the direct booking link.

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at +1.312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: +1.312.204.6902
Click here for the direct booking link.

For more information, please visit Summit Executive Centre Accommodations​


Area Attractions and Events

Please visit Choose Chicago​ for additional city information.

ADA 

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 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest availab
le 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.

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Directions to parking 

Michigan Plaza 205/225 North Michigan Ave.


From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

F
rom the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go down the middle ramp to the stop sign. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go down the middle ramp to the stop sign. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 2​33 N Michigan Avenue
(ENTER ON MICHIGAN AVENUE & SOUTH WATER STREET)
Phone: +1.312.819.5052

Daily Rates (seven days a week)
*Early bird (in 5am- 8am, out by 7pm) = $16.00*
Less than 20 minutes = $11.00
21 - 40 minutes = $16.00
41 minutes - 1 hour = $20.00
1- 2 hours = $24.00
2-12 hours = $29.00
12-18 hours=$35.00
18-24 hours=$44.00


Transportation

O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

B
y train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

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