Date: 25 - 26 June 2018; Venue: Crystal Crown Hotel Petaling Jaya, Selangor, Malaysia ; Time: 9.00am – 5.00pm

Call our hotline: +6019-3819664 or email to santhakumaran@cxpert.asia for more information.

A.Santhakumaran

CX definition: “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.” ~ Gartner The main purpose of our Customer Experience

Management (CXM) Design & Innovation Masterclass

is to provide you with a deep understanding of the

concepts of Customer Experience and to show you how

to ensure your Customer Experience program is

successful. To improve the customer experience, first

must understand the customer’s end-to-end journey. Our

Customer Experience Management (CXM) Design &

Innovation Masterclass will show how to get into the

hearts, minds and emotions of your customers. We can

show you how to deconstruct the entire journey from

your customer’s point of view. Once you understand

their current journey, you can provide the experience

your customer expects. It creates significant

improvements in customer experience and customer

satisfaction by combining some of Emotional Innovation,

Process Innovation, and Functional Innovation - into an

integrated model of people, process, and product and

service improvement.

OBJECTIVES: -

This course is designed to rise in-depth awareness of what is customer experience is all about and achieving high-

performance results. The success factors for achieving these results are presented and discussed along with the roles and

responsibilities of the company management.

This programme was developed to encourage the participants to:

• Learn end-to-end Customer Experience Management (CXM)

• Learn to design your Customer Experience Journey Mapping

• Know success factors of frameworks to lead customer experience

• Voice of Customer: Design, collect, integrate, and present customer inputs to maximize business value

• Build a strong customer-centric culture in The Customer’s Age!

• Learn accelerated Design Thinking Skills

Who Should Attend:

Executives, Managers, Senior Managers, General Manager and C-levels. Marketing Department, Marcom, Corporate

Communication, Product Development, Customer Relationship Management, Customer Service, Sales, After Sales Service,

Social Media Experts, R&D, Data Analyst etc.

Methodology:

This is a practical workshop with many hands-on activities to allow participants to experience what they learn first. Some

of the methodologies used are:

• Lecture, Roleplay, Games, Group discussion, Lecture, Design & Innovation

Duration: Two (2) Days

COURSE CONTENT: -

1. Introduction to Customer Experience (CX)

Management

• A Brief history of Customer Experience (CX)

Management

• Customer Experience Management (CXM)

Framework

• The Six Disciplines of Customer Experience

2. First Discipline - Strategy

• Customer Experience Strategy: Development of

a strategy that articulates a clear vision of the

experience that a company seeks to create in

support of the company’s brand values,

including its direct linkage to CX activities,

resources and investments

• Customer Journey Infinite Loop Design

• Developing an Overall Strategy for

Implementation

• Aligning Customer Experience (CX)

Improvement Projects with Business Goals

• Sustaining Customer Experience Project Gains

• Defining the Customer Experience Unique

Proposition (UEP)

3. Second Discipline - Customer understanding

• Voice of Customer (VOC) and fitting into the

bigger picture

• Voice of the Customer (VOC) is a term that

describes your customer's feedback about their

experiences with and expectations for your

products or services

• Building collective insight into customer needs,

wants perceptions, and preferences through the

capture and analysis of the voice of the

customer.

• Preparation of Service Journey Mapping.

• Designing the Customer Journey Emotional

Chart

4. Third Discipline - Design Thinking

Design Thinking can be described as human-centred

(designing “with” the users instead of “for” the

users), exploratory and integrative innovation

process that emphasizes observation, collaboration

in interdisciplinary teams, fast learning,

visualization of ideas, rapid prototyping, and

concurrent business analysis. Design Thinking

essentially is a way of thinking, applying

designers’ sensibility and methods, leading to

transformation, innovation of new products,

services, business strategies and even new

organizations.

• Kano Model – Threshold, Performance &

Excitement

• What is Kano Model?

• Understanding and defining Kano Chart

methods.

• Kano Model Exercise – Creating the

“WOW” Factor

• Delighting your customer – “The Magical

Moment”

5. Fourth Discipline- Measurement

• After you design (or redesign) customer

interactions, you need to determine whether

they’re having the effects you intended.

• Quantify customer experience quality in a

consistent manner across the enterprise and

deliver actionable insights to employees and

partners.

• Outside-In enterprises create team structures

and skill sets aligned with successful customer

outcomes.

• By the way, the key to success is knowing the

how to migrate from the silo thinking

functional specialisms quickly and seamlessly

to a new operating model, that may indeed be

unique to your industry.

• Introducing Net Promoter Score, Customer

Satisfaction Score (CSAT) & Customer Effort

Score(CES)

6. Fifth Discipline - Governance

Customer insights and metrics are most

valuable when you use them to identify and fix

customer problems. To ensure that your

organization acts on these inputs consistently,

you need to proactively manage and oversee

customer experience improvement initiatives.

7. Sixth Discipline - Culture

To make sure that employees adopt all the above

disciplines and need to create a system of shared

values and behaviours that focus employees on

delivering a great customer experience

nationwide with the same KPI. Sustaining a

Customer-Centric Culture with Unique

Customer Experience proposition.

Course Expert Director

Santhakumaran Atmalingam • Pursuing Master’s Degree in social science (UPM)

• Bachelor’s in business administration (Hons) (UKM)

(Majored in Marketing)

• HRDF Certified Trainer (TTT/2930)

• Lean Six Sigma Black Belt (International Six Sigma Institute)

• Certified NLP Practitioner (NFNLP – USA)

• Certified Emergency Response & First Aider

• Certified Mold & Microbial Remediation and Removal

A. Santhakumaran (Santha) is based in Kuala

Lumpur, a Customer Experience (CX) thought

leader, keynote speaker, leader for training events in

South East Asia with a total of two decades of

corporate experience in multiple domains such as

property development, telecommunication,

international trade exhibition, customer loyalty

engagement with local and global organizations.

Santha has a decade of experience in advising

multinational corporations on customer acquisition

& engagement strategies, customer insights and

building customer-obsessed culture. Santha is a

highly sort after Customer Experience (CX)

Consultant in South East Asia simply because he

understands local culture better than others.

Santha leverages nearly two decades of experience

in customer experience, sales & marketing,

customer service and building great working teams.

His expertise includes customer journey mapping,

customer experience design, customer experience

measurement, design thinking, customer experience

maturity and future proofing businesses.

Prior to setting up Atmalink in the year 2008,

Santha was the Country Manager for Obelix

Networks Sdn Bhd and PT Obelix Indonesia

network engineering and solution provider in South

East Asia. Santha also has consulted a wide variety

of businesses in various industries and has seen how

customer experience management have a

significant impact on all business success. Santha

is now helping businesses and Customer Design

professionals to maximize their potential. His

ability to enlighten people in customer experience

has made him a good sort after customer experience

consultant in the region.

Santha has conducted training programs, consulting

and coaching for many well-known and reputable

organizations in Malaysia, Indonesia and Brunei

Darussalam. He has designed, developed as well as

conducted learning programs for thousands of

executives in numerous multinationals,

government-linked as well as business enterprises

in the areas relating to customer experience,

customer engagement, and sales. Some of his clients

are Bank Negara Malaysia, Bank Islam Brunei

Darussalam (Brunei), The Empire Hotel and

Country Club (Brunei), Bank Simpanan Nasional,

Giant Hypermarket, Siemens Malaysia,

Suruhanjaya Syarikat Malaysia (SSM), MAA

Group, Felda Global Ventures, UMW Group and

Pos Malaysia to name a few.

Currently, Santha is on a mission in creating

awareness and educating corporations on the

importance of Customer Experience in the Industry

4.0 era.

Customer Experience Manage ment (C XM) Design & Innovation Masterclass

Customer Experience Management (CXM) Design &

Innovation Masterclass 25-26 June 2018 (Payment of registration fees MUST accompany this form)

No Participants Name IC No. Contact No. E-mail

1

2

3

4

Price (RM) No. of Participants Total (RM)

Course Fee (Early Bird- Before 10th May 2018) ( ) RM1,980.00

Course Fee (Normal Price – After 10th May 2018) ( ) RM2,580.00

Total

COURSE REGISTRATION FEES – Please tick the appropriate box

• Registration fee includes morning teas, afternoon tea, lunch and certificate for all delegates

Agreement to terms and conditions on the next page: I wish to register for the “Customer Experience Management

(CXM) Design & Innovation Masterclass and acknowledge the registration terms including the cancellation policy.

• Email THE REGISTRATION FORM AND THE BANK IN SLIP TO: santhakumaran@cxpert.asia

a) Please make cheque payable to “ATMALINK CT SDN BHD”. b) Bank details:

o BANK: MAYBANK BERHAD

o ACCOUNT NO: 512316116777

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Atmalink CT Sdn Bhd (805595-T), Unit: 01, Jalan Chermai, Off Jalan Tepi Sungai, Taman Wangi, 41100 Klang, Selangor,

Malaysia Hotline: +6019-3819664; www.cxpert.asia ; santhakumaran@cxpert.asia

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General Terms and Conditions.

1. Registration Fees

All participants must pay the registration fee prior to arrival at the seminar/course/conference venue. Participants

are also advised to have a copy of their payment slip when going to the registration desk at the

seminar/course/conference just in case they are requested to show proof of the payment upon their arrival.

2. Cancellation Policy

Registration cancellations must be notified in writing by email to the Atmalink (Email:

santhakumaran@cxpert.asia)

Cancellations received 15 working days prior the first day of the seminar/course/conference will receive a refund

of registration fees less an administration charge of 10% of the Conference fee. Cancellations made after, as well

as 'no shows', are liable for the full registration fee. Participants must make sure they receive an acknowledgement

of their cancellation from the Atmalink Executive Office. Only this will confirm that their request has been

received and processed.

3. Liability

The Atmalink reserves the right to amend any part of the seminar/course/conference programme if necessary at

any time. Atmalink will not accept liability for damages of any nature sustained by delegates or accompanying

persons, or loss of, or damage to their personal property as a result of the seminar/course/conference or related

events. In the event of industrial disruption or other unforeseen circumstances, Atmalink accepts no responsibility

for loss of monies incurred by delegates. Delegates should make their own arrangements with respect to personal

insurance, along with travel insurance.

4. Personal Insurance

Atmalink is not responsible for healthcare, dental and ambulance services during its seminar/course/conference.

Atmalink strongly recommends that participants take out comprehensive medical and travel insurance, which

should cover the possibility of flight cancellation due to strikes and other causes. Therefore, Atmalink and its local

co-organizers accept no responsibility of any nature whatsoever for personal injury, death, loss or damage to

property or participants however caused or arising.

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for the benefit of all delegates. Normally this information would be name, surname, institution, country and email

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the venues and accommodation providers. Atmalink may use these details to inform current participants of

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6. Filming & photography

There will be a professional photographer and video production taking place during the seminar/course/conference.

Participants to this seminar/course/conference consent to filming and sound recording as members of the audience.