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Michael will share Gap Inc’s MINDSPARK method of co-creation, which is being used to evolve ideas in new products, store design, marketing and more. In addition to co-creating with customers, The MINDSPARK method has been used to co-create with employees, leading to higher engagement, better ideas and stronger overall culture of creativity.

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To keep pace with today’s omnichannel consumers, organizations have to take a new look at the customer journey and provide the trusted content, authoritative advice and seamless experiences that these in-control customers demand. Success in this environment requires innovation across the customer life cycle — from optimizing customer acquisition through analyzing the customer experience to predicting future purchase behavior. In this session, we will share:

• How the customer experience significantly impacts consumer behavior.
• How today’s forward-thinking companies are acting on voice of customer insights gained by scientifically measuring the customer experience.
• Results from our latest research highlighting trends and experiences that will inform strategies for 2015

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• Outline the role your brand plays in driving the experiences your organization creates and delivers
• Demonstrate how to represent your brand voice into everyday personal interactions with your consumers
• Show how the words you use every day should reflect your brand, who you are, the service you provide, and how you feel about your consumers

Learning Objectives:
• You will learn:
o how your brand is the consumer experience
o each person in the company must represent the brand in every interaction
the role language (both internal and external) plays in creating the experiences consumers have with your organization

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We’ve all experienced the roller coaster of inconsistency regarding customer experience within our organizations. One day: a rabid fan is singing our praises. The next day? Someone else is tweeting about what a nightmare we are to deal with. However, if we dig a little deeper, we find pockets where the customer experience is consistently being delivered in an exceptional way. What’s their secret? And more importantly, how do we take that secret and scale it so that our entire organization looks more like our best performers?

In this session, leading author Chip Heath, along with bright spots experts from Root Inc., will outline how to take those drivers of exceptional customer experiences and convert them into the habits, practices and behaviors of the managers who are charged with overseeing and creating that experience and ultimately change the way the entire enterprise operates.

Attendees will walk away with an understanding of how to operationalize a different customer experience by gaining:
• Knowledge on the power of bright spots in creating meaningful change
• Lessons learned from managers who are creating extraordinary customer experiences
• Information on how to scale these bright spots across the enterprise

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Table 1: Harnessing Voice of Customer Analytics To Drive Better Business Results
Eric Feinberg, Senior Director, Product Strategy, Answers

Table 2: Storing And Accessing Customer Data In Real Time
Geriel Thornburg May, Director, Customer Experience, Genworth Financial

Table 3: Ideas For Building Brand Advocates

Table 4: Operationalizing The Customer Experience—Linking CX With Process Excellence

Table 5: Voice of the Customer—How To Get Started & Lessons Learned
Cassie Alvey, Former VP and General Manager, Mrs. Fields Gifts

Table 6: Leveraging Customer Advisory Boards
Jennifer Maldonado, Senior Program Analyst, Voice of the Gamer Program, Activision

Table 7: Thinking Like A Lean Start Up To Promote CX Innovation

Table 8: Complaint Management To Drive CX Improvement
Heather Gjerde, Social Media Specialist, Scripps Health

Table 9: Customer Co-Creation Methodologies

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Why have thousands of customers from around the world chosen to get the Johnny Cupcakes' logos tattooed on themselves? And how does Johnny get hundreds of people to camp outside his fake bakeries? Over the past decade Johnny Cupcakes, founded by speaker Johnny Earle, has grown from a "joke" to a multi-million dollar, highly exclusive t-shirt brand driven by a community of world-wide collectors. Johnny shares his story of how he took his t-shirt brand from the trunk of his rusty car at age 19, with a learning disability, to some of the world's most sought after retail locations.

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