Segments of this workshop are designed sequentially. Attendees benefit most by attending the entire intensive.
This intensive will provide in-depth knowledge on how to understand your customer and develop a world-class customer-centric multichannel marketing program that will create a positive customer experience both pre- and post-point of purchase. Each section will include case studies of highly successful multichannel marketing programs as well as breakout sessions to help you learn from other attendees and start to build your own successful customer-centric program.

Saturday, October 9
Part I : Developing a Customer-Centric Multichannel Marketing Strategy
10:00 A.M. – 12:30 P.M.
A well designed customer-centric multichannel marketing program provides added value and differentiates your company from the competition while driving the highest level of marketing effectiveness. Learn how to design a multichannel marketing strategy that leverages customer behavior, and then, evaluate the effectiveness of it, overcome any internal obstacles and make all customer contacts and touch points work together. This session will teach you what elements you need to be successful in developing a world-class customer centric marketing program.
Learning Points:
• How to define customer segments based on behavior and their life cycle
• Why customer-centric marketing should be the foundation of your marketing strategy
• What touch points to include in your multichannel marketing program
• Which resources you need to be successful (metrics, culture, technology