Description

Seminar: “Marketing Disruption: Why Customer Experience is Trumping Brand” 

Everyone’s talking about “customer centricity” these days, but what is it? How can you make it work to increase engagement (which is what??) and, more importantly, sales? 

Having a well-known brand and solid market position no long guarantees that sales will follow. Increasingly, in today's environment, the right customer experience, combined with products and services that appear to be tailored to the individual, will almost always trump brand. 

In its own way, this is a form of market disruption. The solution is to understand the various customer decision points along the path to purchase for your offering and use data to determine what marketing messages and experiences will work best for each of your key customer and prospect groups. The insights you gain from examining the right kinds of data will enable you to create experiences that will engage your customers... and increased engagement translates into increased sales. 

In this presentation, Jane-Michèle Clark, author of soon-to-be-published “Point of Distinction" and program director of the Schulich Executive Education Centre (SEEC)’s Masters Certificate in Marketing Communications Leadership, will draw on sections from her book to discuss some of the ways you can leverage this changing customer dynamic to solidify the relationship at every step along the customer journey. 

After the presentation COPA will be hosting it's AGM, please ensure you have your voting card. This will take no more then 15 minutes and your attendance is greatly appreciated.

If you would like to golf at Royal Woodbine Golf Club, 195 Galaxy Blvd, Etobicoke, ON M9W 6R7, greens fee including cart: $85.00 + HST, please contact Nicole Gamble at ngamble@copa.ca.