1. MARKETING ROUNDTABLE
Customer Experience, March 13, 2012
What Makes a Truly Great Customer Experience,
and Why Does it Matter? Managing and •Customer Service IS Sales / Relationships
controlling how your business interacts with your •How you THINK
customers affects your bottom line. That’s right - Lori
the hard cold cash that keeps your company
afloat. Before you can manage customer
interactions, however, you need to build an •Getting Under the Skin / Build Understanding
understanding of what makes your customers •Build Relationships
tick, and know how to handle customer Marilyn
expectations, behaviors, and the unexpected –
without the aid of a crystal ball. Dee Davey’s
panel of customer experience experts will share
•User Experience at Multiple Touchpoints
their stories on how to improve customer service
•See Customer Through Their Eyes
operations & customer loyalty, turn an unhappy Cynthia
customer into a raving fan, and tips on how to pay
attention to your customer at every touch point.
This is your chance to ask the experts how you
can gain valuable customer insight that will impact •Tecnique to Help You Think Like Your Customer
customer engagement, retention, and long-term •Getting Into Their Shoes at Different Touchpoints
Dee
customer partnerships.
KEY POINTS
Lori Jo Vest
- Customer service IS sales. It's how you build a loyal customer base and get referrals.
- Business is relationships - customer service is about building strong relationships, no matter how long the
sales cycle is or how infrequent the sale. Strong relationships are the only way to build a successful
business.
- Customer service is not about what you DO to create a relationship, it's how you THINK. When you think
appropriately, you'll naturally do the right thing.
Marilyn Suttle
- The four basic styles of customers(Amiable, Direct, Expressive, Analytical) and how identifying preferred
styles can make you a provider of choice.
- How to build instant rapport by treating customers according to their preferred style.
- How to identify your own preferred style and calm yourself when handling a style that challenges you.
- Recognize and respond appropriately to individual customer styles.
Cynthia Zimber
- The holistic Customer Experience.
- Internal collaboration + process: essential.
- The key 3 questions that must be addressed.
- One size does not fit all: developing scenarios and personas.
- The experience of the customer you can’t see.
Dee Davey - Moderator
- A “Process Approach” to slipping into the shoes of your customer: gain a deeper understanding of the
customer experience.
- Key questions to ask for a deeper appreciation of The Customer Experience.
- Ways for testing internal assumptions against the “real deal” of what your customers think.
Dee Davey, Creative Ideas Marketing LLC, Plymouth, Michigan 48170
dee.davey@creativeideasmarketing.com, www.CreativeIdeasMarketing.com
Tele: 734 259 0060, Cell: 734 233 1513

2. MARKETING ROUNDTABLE
Cynthia Zimber Lori Jo Vest
VP, Business Development VP/Sales and Marketing
TecEd, Inc. l User Experience: TVS CommunicationSolutions
Research and Design lvest@tvstudios.com
cynthia@teced.com www.tvstudios.com
www.teced.com
Lori Jo Vest has been involved in
Cynthia Zimber has more than thirty sales and marketing in the television
years of experience in consumer marketing, Fortune production industry for over 20 years. She currently
1000 sales and business development. Following a serves as Vice President of Sales and Marketing for
career in consumer sales promotion management roles TVS Communication Solutions.She matches the
in San Francisco, she led national sales teams for studios’ service offerings – which include video
leading software publishers in Silicon Valley. As a production, webcasting, web-based training and other
consultant, Cynthia helped startup solutions companies technical communication services – with the needs of
expand their channels, develop their sales strategies Fortune 500 companies and broadcast entities. Vest is
and secured early-adopter customers to fulfill investor also the author of the best selling customer service
requirements. As an entrepreneur she co-founded book, “Who’s Your Gladys? How to Turn Even the Most
several consumer product and internet companies, and Difficult Customer into Your Biggest Fan.” “Who’s Your
from the experience of shipping a product that buyers Gladys?” offers real-world advice on creating high
could not easily assemble, she recognized the value of levels of customer loyalty from successful companies in
customer insight. Incorporating feedback from target a wide range of industries. In spite of her busy
consumers in the early design phase and conducting schedule, Vest is committed to mentoring and coaching
usability testing would have saved time and budget others with her formulaic approach to new business
winning back those frustrated customers! Cynthia loves development, client retention and referral sales.
helping businesses realize that providing a good Through her company, LJV Consulting, LLC, she
customer experience requires paying attention to the provides sales training resources, as well as sales
customer at every touch point, it’s a holistic effort. consulting and coaching to entrepreneurs and small
business owners.
Marilyn Suttle Dee Davey
CEO Marketing & Product Management
Suttle Enterprises LLC Creative Ideas Marketing
marilyn@marilynsuttle.com dee.davey@creativeideasmarketing.com
www.MarilynSuttle.com www.creativeideasmarketing.com
As the founder of personal and Dee improves her clients’ marketing
professional growth training firm, performance and sales revenue
Suttle Enterprises, Marilyn inspires through strategic planning, product
her clients to the highest levels of personal and development and business process improvements;
professional development. Using humor and primarily for companies who offer business-to-business
compelling stories that zero in on relevant points, services to their customers. Since 2004 her business
Marilyn creates long-lasting results for her clients, Creative Ideas Marketing has been identifying new
anchoring her material with highly interactive and sources of revenue and bringing ideas for new products
educational group activities. She specializes in creating to life. Dee helps businesses who want to take the next
“Suttle Shifts” in the way people think and act to step in marketing their business, but lack the resource
produce massive results. She spent over a year or time to pull it all together.Dee has extensive
interviewing CEO's, managers, and the front line staff of marketing experience helping mid-sized to major multi-
companies that have developed strong service cultures national companies improve business growth. An
that work, even in a tough economy. Her bestselling international marketer resident in England for 30 years,
book, Who's Your Gladys? How to Turn Even the Most Dee also has a unique ability to view and understand
Difficult Customer Into Your Biggest Fan offers a global marketing issues from a different perspective. In
blueprint for how to examine and benchmark customer 2011 Dee was selected to be a contributing member of
service operations. She’s been quoted in the LA Times, the SPARK Marketing Roundtable and since 2007 has
Chicago Tribune, Inc., Ladies Home Journal, and been managing the marketing communications and
Woman’s World to name a few. promotion of LA2M – Lunch Ann Arbor Marketing.
Dee Davey, Creative Ideas Marketing LLC, Plymouth, Michigan 48170
dee.davey@creativeideasmarketing.com, www.CreativeIdeasMarketing.com
Tele: 734 259 0060, Cell: 734 233 1513