Vermont Tourism Summit 2019

Have you ever tried to experience your company like a guest or customer would? Businesses often isolate and design individual outreach efforts and micro moments across the organization. It's no surprise that they end up delivering just that to their customers: a series of disjointed and often inconsistent encounters. What really sticks with customers is the totality of their visit, stay, or adventure with you. Intuitively this makes sense and behavioral science backs it up. How they felt, their state of mind, the accumulated memories that linger as they drive or fly back to reality. Every element of their encounter with you weaves together and creates a picture that they share with others and grows stronger over time. Yet, we’re all guilty of losing sight of that landscape, that wide forest, to nurture a sole tree. In this interactive workshop, learn (a) why it’s essential for all organizations to see and plan for the metaphorical forest of customer experience (CX) and (b) how to simultaneously plant and grow the tactical trees. We’ll begin with brief examples demonstrating the power of embracing a CX approach in the travel industry to strengthen brand positioning, loyalty, and ultimately ROI. Next, we’ll go hands-on and guide attendees through mapping important touchpoints in a customer journey and how to zero in on the most pivotal. Finally, we’ll close with tips on how to ensure that these touchpoints create a seamless, consistent, and memorable experience—the forest for the trees.

Target Audience: Advertising, marketing, customer service, on-site customer management roles and any other attendees who have some familiarity with customer engagement.