All the touchpoints your customer comes into contact with define that experience and thus the final purchase decision. Marketing is about finding and influencing these touchpoints. Marketing is about the decision process and about breaking down and rebuilding the journey your customer goes through in purchasing your product or service.

This all sounds great in theory, but how can a marketer or business professional take temperature and get to know whether the company is doing a good job? How can you actually measure customer experiences? How can you benchmark your company’s efforts? That is the subject of our first Vlerick Marketing Informal of 2010. Be our most invited guest.
 

Programme

1. Christophe Vergult - Director Customer Experience Research - Insites Consulting
   What are today the success factors of a strong customer relationship? Insites Consulting Relationship Monitor reveals the answer for 8 industries based on an in-depth study in 8 countries. The answer lies in compelling experiences tapping into underlying consumer needs, consistent with the brand promise over all touch points. 
2. Geert Martens - 4C Consulting
   We present the "naïve to natural model", a methodology that enables a company to determine to what extent it is offering customer-centric experiences. Depending on the position of a company on the model, different action steps are outlined to improve the extent of customer-centricity. The model is backed up with data gathered in the Belgian market.
3. Case study
   to be confirmed

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