NYIM EXECUTIVE CERTIFICATE SERIES

THE WALLETALLOCATION RULE CERTIFICATION®

nyimexec.com/aldpEMPOWERED TO ACT. MOTIVATED TO MAKE A DIFFERENCE.

Executive Education

Sustainable growth begins with understanding customers’ needs and wants so well that your firm becomes customers’ first choice. Most leaders recognize this fact.

That is why companies have devoted a great deal of time and money to measuring,managing, and improving the customer experience. But unfortunately, the metrics they use don’t link to what matters most: share of wallet (i.e., the percentage of spending in acategory that customers give to a brand).

The Wallet Allocation Rule® is a revolutionary, definitive that gives managers the ability to link the metrics that they track to the spending customers allocate to their brands. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, the Wallet Allocation Rule system identifies what companies need to do to grow that spending.

Whether you are just beginning your customer experience management planning, or you are looking to improve an existing program, our world-class Wallet Allocation Rule® Certification program provides you with the ex-pertise necessary to get better business results from your efforts. It is proven that Wallet Allocation Rule success equals greater share of customers’ spending. As a result, certification provides your organization with a clear competitive advantage—a blueprint for sustainable long-term growth.

MAXIMIZE THE ROI OF YOUR CX PROGRAM

This certification is ideal for anyone involved in the design and implementation of customer experience

strategies, including:

Whether you are just beginning your customer experience management planning, or you are looking to improve an existing program, our world-class Wallet Allocation Rule® Certification program provides you with the exper-tise necessary to get better business results from your efforts. It is proven—with rock-solid science—that Wallet Allocation Rule success equals greater share of customers’ spending. As a result, certification provides your organization with a clear competitive advantage—a blueprint for sustainable long-term growth.

> Assess the effectiveness of your current customer feedback program(s)

> Map the key touchpoints customers have with your brand and with competing brands

> Get a thorough framework of best practices for integrating the Wallet Allocation Rule system into your

company’s customer experience

You will learn from the premier Wallet Allocation Rule experts—the creators—and be inspired by

working in a collegial and warm environment with like-minded peers.

You will become a recognized Wallet Allocation Rule expert, with the knowledge and tools to

transform both your company and your career.

You will join an elite group of customer experience experts who can harness the power of the

Wallet Allocation Rule to grow their share of customers’ hearts, minds, and wallets.

PROGRAM HIGHLIGHTS

WHO SHOULD ATTEND?

WHY ATTEND?

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• Brand directors and managers

• Program Managers

• Customer feedback specialists

• Product Management Professionals

• Chief Marketing Officers

• VPs and Directors of Marketing

• Customer experience executives and managers

• Researchers and analysts

“This is it! Finally, something definitive about what it takes to win the battle for share of customers’ hearts, minds, and wallets.”

Peter Jueptner, EVP of Strategy and New Business Development,Esteé Lauder Inc.

PROGRAM OUTLINE

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> Establishing the core principles of the Wallet Allocation Rule® system> Understanding why traditional approaches do not lead to growth> Moving an organization’s focus from its “score” to its “rank”> Identifying the core elements for success

> Creating Wallet Allocation Rule® surveys that provide real insight without burdening customers> Avoiding measuring the wrong people, the wrong brands, and the wrong things> Aligning relational and transactional metrics> Determining right approach for monogamous vs. polygamous industries

> Using quantitative data to identify why customers choose the brands that they do> Using comment data to provide context to customer experiences> Identifying market barriers that cause customers to use a preferred brand less frequently than desired> Communicating, presenting and interpreting findings

> Creating a closed-loop process> Setting the right performance standards> Understanding the financial impact> Developing and implementing Action Plans> Establishing effective goals and incentives

> Selecting feedback channels that balance information needs and customer convenience> Optimizing recruitment and sampling strategies> Maximizing response rates> Monitoring and avoiding feedback “gaming”

THE WALLET ALLOCATIONRULE ® FRAMEWORK

DESIGNING THE WALLETALLOCATION RULE ® PROGRAMS

IDENTIFYING THE KEY DRIVERS AND BARRIERS TO SHARE OF WALLET

DRIVING ORGANIZATIONAL CHANGE

Open book, timed, online exam is optional.Participants opting out of the exam are given a

certificate of attendance to the program.Participants opting to take the exam and

demonstrating successful completion are given the Wallet Allocation Rule® Certified credential.

CERTIFICATION EXAM

GENERATING RELIABLE DATA

STARTING THE WALLETALLOCATION RULE ® JOURNEY> Assessing the effectiveness of your current customer feedback program(s)> Mapping the key touchpoints customers have with your brand and with competing brands> Identifying and aligning management goals related to the customer experience> Understanding the customer journey> Setting customer experience business objectives

Program Fee: $2.950The cost of the program includes tuition, instructional materials, personalized assessments, breakfast and lunch. Accommodations are not included.

EXECUTIVE CERTIFICATE

The New York Institute of Management awards an executive certificate upon successful completion of the program.

PROGRAM LEADERSTimothy Keiningham, PhDChief Strategy and Client OfficerRockbridge Associates

Timothy Keiningham, PhD is the chief strategy and client officer at Rockbridge Associates. Tim advises senior executives across industry sectors in the areas of customer experience innovation, customer strategy development, and customer loyalty improvement. In addition, he is responsible for overseeing and growing the company’s thought leadership through publications, keynote speaking engagements, and leading edge product development. Prior to joining Rockbridge, Tim worked for seventeen years in senior officer positions at Ipsos; the last seven years he served as global chief strategy officer at Ipsos Loyalty.

Tim is the New York Times bestselling author of The Wallet Allocation Rule: Winning the Battle for Share, and eight other books on customer experience, loyalty, and satisfaction. He has published numerous papers in leading management journals (e.g., Harvard Business Review and MIT Sloan Management Review) and leading academic journals (e.g., Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Service Management).

Tim received a BA from Kentucky Wesleyan College (USA), an MBA from Vanderbilt University (USA), and a PhD from Staffordshire University (UK).

Lerzan Aksoy New York Times Best-Selling Author Professor of Marketing, Fordham University, NY

Lerzan Aksoy is professor of marketing at Fordham University Schools of Business in New York City. She is widely regarded as one of the leading experts in the measurement and management of customer satisfaction and loyalty. Professor Aksoy has authored or edited five books. Her most recent book, The Wallet Allocation Rule, is a New York Times and USA Today bestseller. Its approach for winning the battle for share of customers’ hearts,minds, and wallets is grounded in research published in the Harvard Business Review and MIT Sloan Management Review.

> ADP

> Ann Taylor

> AT&T

> Bank of America

> Boeing

> British Telecom

> Campbell's

> Coca-Cola Company

> Colgate-Palmolive

> Duane Reade

> Eataly

> eBay

> Google

> Hertz

> Holland & Knight

> Kroger

> L'Oreal

> Nordstrom

> Pfizer

> Publix

> Safeway

> Saks Fifth Avenue

> Target

> TD Bank

> Unilever

> Virgin Megastores

> Walmart

> White & Case

OUR CLIENTSAt New York Institute of Management Executive Education we work hard to ensure that your organiza-tion’s investment in human capital results an immediate and significant return. Our world-class executive programs are designed to meet the learning and development needs of major companies in manyindustries. NYIM has recently powered the performance of:

NYIM Executive Education

Customised ProgramsWhy not consider a program that is fullycustomised for your organisation? We partner with organisations to co-design programs that meet your specific learning and businessdevelopment needs. Our clients span the private, public and not-for-profit sectors across North America and Middle East.

Executive CoachingWe offer Executive Coaching through many of our programs and also as a standalone service for one-on-one or group development. Coaching improves knowledge retention and results in more effective learning application back in the workplace.

Open ProgramsOur Open Programs offer intensive executive development across a diverse range of business competencies. Whatever your career stage or aspirations, there is a program to suit your needs. Select your next program from our

portfolio.

Visit us at nyimexec.com to find out more.

About usNYIM is an executive education organization that is pioneering new approaches to flexiblecorporate learning which connect practitioners to capture knowledge, build skills, solveproblems and generate innovative business ideas. Throughout our programs practitioners will be immersed in management development simulations that will challenge their current judgment, disrupt their ordinary ways ofconducting business, and introduce them to new and unexpected ways of thinking.

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THE WALLET ALLOCATION RULE

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CERTIFICATE IN SALES LEADERSHIP

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THE WALLETALLOCATION RULE

CERTIFICATION®

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Call: +1 212 380 8560 | Email: exec.programs@nyimexec.comWebsite: www.nyimexec.com