Why CX matters
We ran this masterclass in London.
See what the attendees say about it
Learn how your business can attract the right customers, generate organic word-of-mouth, and set it on a sustainable growth course by mapping out a smart Customer Experience (CX).
This is 100% practical for Kuwait's market
So why does Customer Experience matter?
because experiences influence the attitudes that drive behaviours that deliver results
because research shows any modest improvement in the customer experience can result in an additional compound revenue increase between 14-38% (see examples in the chart below)
Important. What will happen if you do not improve your customer experience?
source: TG Q1 2012 consumer benchmark survey
Some organisations fall into the trap of thinking that not learning about Customer Experience can be avoided to save — Why spend hundreds of KD on this topic? We’re doing fine. In consequence, the services are not strategically clearly defined, employees and customers are not receiving delightful and beneficial experiences, achieving goals and targets gets harder and harder, and more importantly, customers stop to see the value and fit in giving you their business and they start looking elsewhere. Eventually, it becomes extremely hectic for everyone involved costing a lot more than the masterclass investment. Gloomy view? Sure. Critical and accurate? You bet.
Top 7 gains from improving your CX that you will learn in this masterclass
Increase word of mouth
Reduce cost of sale
Attract the right customers
Have less focus on price
Measure critical progress
Reduce employees turnover
Become an employer of choice
Here's what attendees will learn during the two days of this masterclass
The real goal of building great Customer Experience (CX)
(not retention; not loyalty)
Misconceptions and myth busting
What is the clearest definition of CX?
What is the cost of poor CX to your business in numbers?
How can CX help you increase profit and cut cost?
CX mapping group exercises
What can you learn from visiting existing businesses and how to analyse their CX?
How can you measure impact, success and ROI?
What are the most common mistakes and pitfalls?
How can you start the CX conversation and implementation internally within your business?
CX Elements and levels
Significant obstacles to organisations’ CX efforts
CX mapping group exercise
(a visit to preselected café with an assignment brief)
Great CX examples
CX exercise (Part II): Innovating the business side based on the findings
Customer journey and CX
Employees Experience (EX) and CX
Better ways to understand customers
Q&A, reflections, and analysis
Business innovation case study
Contrary to the misconception, CX mapping is not about CRM software, pampering your customers and showering them with freebies and discounts, or going digital. knightscapital and the organisers do not have a platform for you to buy or a loyalty programme to subscribe to. This masterclass is designed purely to help companies learn how to truly differentiate themselves and grow their profit using lean mindsets and approaches.
What to expect
A hands on, rich, unforgettable, and 100% practical learning experience, guaranteed.
Learn by doing (no theoretical nonsense)
Peer collaborations (working together)
Q&A, tools and group exercises
Certificate of attendance
Networking opportunities with other attendees
Safe space to learn, question, and reflect
Lots of food, drinks and snacks all day
Many breaks throughout the day to manage work
on Day 1 (9 AM - 5 PM)
CX in context, frameworks, exercises, and tasks
on Day 2 (9 AM - 5 PM)
Tools, Q&A, reflections, analysis, and networking
Who should attend
Directors, CEOs, entrepreneurs, strategy teams, marketing teams, customer service teams, and anyone interested in learning how to make their B2C business grow through focusing on customers
4 strong reasons why CEOs and C level directors should attend
CX is not the sole responsibility of Marketing to plan. It is a company-wide mindset and way of work; it is a shared responsibility that starts from the top.
Even if one department takes the lead in execution, the C level executives need to have a shared understanding of the ‘why’.
The C level will find it difficult to participate in any internal programmes if they do not understand and lead the process.
We are living in the age of Experience Economy (B. J. Pine II and J. H, Gilmore). If you do not understand what it is, you can not build it, improve it, manage it or compete.
This masterclass is led by innovation experts Simon Gough and Loaay Ahmed. They are
directors, academics, and have over 50 years of combined practical experience in international markets
Simon Gough is an experienced design facilitator, trainer and speaker, a director of Redfront—a human interaction agency—and cofounder of The Data Place—an innovation agency with a focus on data. His specialisms include service design and organisation design.
His recent clients include Mars Global, Government Digital Service, the Met Office, the Food Standards Agency, the RSA, Blur Group, DCMS and the Open Data Institute. He is also an Open Data Institute Registered Trainer.
Simon delivers the core pathway for the Ravensbourne MDes in Service Design Innovation along with complementary modules in organisation design, systems thinking and transition design. He also teaches a regular workshop in organisation design at Hyper Island in Manchester.
"With Loaay you get an entrepreneur guiding other entrepreneurs and companies, not a theoretical consultant"
Tahani Al Daihani
Loaay Ahmed teaches approaches to business innovation to postgraduates at Ravensbourne University in London. He holds a master’s degree in Service Design Innovation (MDes). Loaay’s empirical research on B2B Service Design has led him to develop a framework that enhances the B2B innovation process. Loaay is a strategic business therapist and founder of knightscapital, DMcircle, and cofounder of Open Media. He is the recipient of the KREA gold award in brand development.
To know more about Loaay, click here.
Enjoy Early Bird savings when you join now
*Early Bird savings are valid only up to January 5, 2021
SMEs/Startup/Micro rate KD350
Early Bird rate KD325*
Corporate rate KD500
Early Bird rate KD450*
Group corporate rate for 5 seats KD400/pp
20-21 January 2021
Day 1 starts at 9 AM - 5 PM
Day 2 starts at 9 AM - 5 PM
Symphony Hotel, Salmiya, Kuwait
Registration for this event is managed by
Meran Training and Consulting, Kuwait
Download this overview to share it internally with management
Always based on learning by doing
Always with no theoretical nonsense
A couple of days can’t turn anyone into a pro (period)
Seminars and lectures are mostly a waste of time and budget. Theoretical content can be informative, but usually forgetful.
The following edutainment-based and learning-by-doing
tailored masterclasses create the shared understanding and communication needed for team members to start their collaborative business development and innovation journeys.
topic: Value propositions and profit models
Understanding what the big business idea is one thing, understanding the stakeholders the brand is to communicate with, what problems its service or product will solve for them or how it will improve their needs or wants is quite another. Clear guidance with carefully planned exercises will help the teams break down the principles that Value Propositions are made of.
topic: Strategic brand definition
No strategic alignment, no progress.
This masterclass dives into the following areas: Most accurate definition of a brand, strategic brand building roadmap, big business idea formation, brand promise (what the business does, differentiation factors, proof to the claim), brand essence, brand vision, brand personality, brand core values, and brand mission.
topic: Art of persuasion
This is great for those responsible for marketing communication or presenting frequently. In this masterclass we address: persuasion vs. manipulation, top 10 obstacles, the invisible persuader, the secret of influence, elements of the irresistible offer, persuasion vs. selling, how customers process persuasion, and top 10 persuasion styles.
topic: Art of promos
Promos can build brands as well as destroy them. Majority of consumers in Kuwait are impulse buyers and get attracted to promos and new ideas. If your company designs a bad promo the risk of drop in customer retention is huge.
Also, customer acquisition will be a bigger challenge. Since brands cannot function without good promos, then it is critical to learn how to design them well. promos continue to play a large role in brands journeys. However, there’s more to promos than a discount or a freebie. In fact, there’s a lot more.
topic: Action sheet, the one-page annual plan
Plans are blueprints; they describe what’s going to be built, why, when, how it will be done, and the results to be measured. Often though, organisations make the mistake of writing their plans as if they were publishing a book, which results in endless pages that with time get to be neglected and forgotten, or at least take the excitement out of work. Alternatively, many SMEs tend to skip the writing part and keep their plans in their heads, which is not enough because they need to be visually observed and reflected upon; a matter that can only be done when viewed rather than when remembered.
Bespoke masterclass design
100% made with you and for you
It’s part art, part science. If you have a specific need in mind for your own team, you can have any of the topics above tailored to address your goals. Alternatively, an exclusively custom-designed masterclass is always an option. In addition, Loaay can train your facilitator(s) on how to deliver the content with impact.