RESERVE MY SPOT
Every sales and marketing team needs a strategist who is also the champion of the customer: Someone who knows their customer and program data inside and out, and with the experience and empathy to create purposeful and valuable connections.
Susannah has more than 20 years’ experience, in client-side and agency side both, using customer behavioral and demographic/psychographic data, customer research, and campaign performance data to help Fortune 500 companies reach their customers in meaningful ways and achieve results that propel the business.
In her current role as Director of Strategic Intelligence at Avadim Health, she uses her expertise in all things data to create engagement plans, built on powerful insights, reaching customers where they are in their journeys. Her ninja power is combining the right message with the right channel – and informing creative, informing product, informing sales and informing measurement and performance strategies in the process. In her spare time, she runs Avadim’s email programs for its (current) 4 brands, and consults on CRM/email integration.
Prior to Avadim, Susannah was the Director of Customer Experience at Barkley, one of the largest independent and 100% employee-owned advertising agencies in the U.S. At Barkley she pioneered Customer Journey mapping – initially as a method to better deliver the right email content to the right segments at the right time, as part of omnichannel engagement strategy in her role of Director of CRM – and later as a stand-alone consulting practice for the agency’s clients.
She has spoken at SXSWi on Customer Journey and at Forrester’s Customer Intelligence Council on Presenting complex insights to CMOs. She is a member of Mensa International, and a board member on for the local Mensa chapter, Past-President for the Kansas City Data-Driven Marketing Association, and a member of the international online group, Women of Email.
The objective of this course is to identify the journeys that each and every human goes through when making a decision about a purchase, and identify where your company or brand may intersect and create value during that engagement. Diving deeper than a conversion funnel, you’ll learn how to map a journey, map the customer’s mindset and need states at each step of that journey, and determine what tools and resources you have as a marketer to reach them - from which media channels, what message, and what success looks like for both the customer and the brand.
Learning goals:
• Define your target beyond demographics. Learn the difference between personas, segments, profiles, ambassadors and how/why to build the most effective representation of your target audience.
• Learn the types of data and some resources that aid in defining the target and engagement strategy.
• Identify different types of journey maps, and when to use each style.
• Create an engagement map that matches media channel to message.
SKILLS:
- Email Marketing
- Analytics
- Digital Marketing
- Customer Experience
- Marketing Strategy
- Marketing Communications
DATE: 18 May - 5 June, 2020
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
To be truly customer-centric you need to be able to capture and translate customer insights to shape the entire customer experience as a whole. In order to be customer centric, you must know the customer’s motivations and desires, his or her preferences, and how they view the competitive landscape. A great customer-centric marketer knows how - and when - to use their media channels to reduce friction in a customer’s journey, creating value and earning a happy, loyal customer.
WHAT YOU WILL LEARN
ABOUT SUSANNAHDATE: 18 May - 5 June, 2020
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
CUSTOMER ENGAGEMENT STRATEGY
CUSTOMER ENGAGEMENT STRATEGY
SUSANNAH SULSAR
COURSE OUTLINESession 1
Defining the Target: Personas, segments, profiles and ambassadors
Session 2
Quantitative Research: NPS, satisfaction surveys, owned, primary and 3rd party data
Session 3
Qualitative Research: focus groups, sentiment, design thinking
Session 4
Types of Customer Experience Maps
Harbour.Space is a university created by entrepreneurs for entrepreneurs. We focus on meeting the demands of the future, while traditional education providers are too often stuck in the past.
We’re one of the only European institutions completely dedicated to technology, design and entrepreneurship, and our interdisciplinary courses are taught by some of today’s leading professionals. Our aim is not only to equip students with the knowledge to take on the real world, but to nurture, create and shape tomorrow’s tech superstars.
HARBOUR.SPACE UNIVERSITY
HARBOUR.SPACE UNIVERSITY
BIBLIOGRAPHY
