Set acceptance criteria for individual experience personalisation before work begins rather than after.
Designing Strategies to Personalise the Individual Customer Experience
Build a working method for individual experience personalisation that stands up to scrutiny and survives daily pressure.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about individual experience personalisation that tries to reach everyone reaches nobody. Most disappointing results in this part of marketing and commercial practice trace back to an audience defined too broadly. Mature organisations treat the marketing and commercial practice capability as a standing capability rather than a project that finishes. The programme uses small-group work so that each participant's treatment of individual experience personalisation is examined, not just described. The programme is built to be used, and every section of this aspect of marketing and commercial practice it covers ends in something applicable. Participants develop a defensible line of reasoning for the choices they make about the marketing and commercial practice capability. Participants come from operational and oversight roles, and both perspectives on individual experience personalisation are used deliberately. Most organisations already have a policy on the marketing and commercial practice discipline; far fewer can show it working. It ends with a prioritised list of changes to this aspect of marketing and commercial practice that the participant is prepared to defend internally.
Expected Learning Outcomes
Communicate the purpose of individual experience personalisation to those who have to comply with it.
Set a realistic target state for individual experience personalisation and a defensible route to it.
Handle objections in individual experience personalisation without conceding position immediately.
Align marketing and sales handover within individual experience personalisation so leads are not lost.
Build the positioning for individual experience personalisation around a claim competitors cannot honestly make.
Build the sales process for individual experience personalisation so it is repeatable across the team.
Who Should Attend
Newly appointed managers taking on individual experience personalisation for the first time.
Account managers responsible for retention within individual experience personalisation.
Sales managers leading teams that deliver individual experience personalisation.
Experienced practitioners formalising an approach to individual experience personalisation that has grown up informally.
Retail and channel managers executing individual experience personalisation in the field.
Agency and consultancy staff supporting clients on individual experience personalisation.
Course Modules
Individual experience personalisation: the customer journey and decision points
2 sessions · 8 pointsSession 1The handover between marketing and sales in individual experience personalisation
- Build the report on individual experience personalisation that answers whether to spend more or less.
- Design the retention action triggered when a customer of individual experience personalisation goes quiet.
- Set objectives for individual experience personalisation in revenue terms with a timeframe.
- Set the discount authority for individual experience personalisation and require justification.
Session 2Qualifying out of individual experience personalisation early and without guilt
- Arrange the handover of individual experience personalisation so capability survives staff changes.
- Distinguish symptoms from causes when individual experience personalisation underperforms.
- Agree what will be standardised in individual experience personalisation and what will not.
- Measure lifetime value from individual experience personalisation, not just first purchase.
Individual experience personalisation: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Moving individual experience personalisation from approval to execution
- Build the content that answers the buyer's real question about individual experience personalisation.
- Review whether short-term tactics on individual experience personalisation are damaging the brand.
- Map the handovers in individual experience personalisation between functions and secure them.
- Close out actions on individual experience personalisation rather than leaving them open indefinitely.
Session 2Who answers for individual experience personalisation, and to whom
- Document the sales process for individual experience personalisation so a new joiner can follow it.
- Collect evidence on the present handling of individual experience personalisation before proposing changes.
- Select channels for individual experience personalisation based on evidence, then cut the rest.
- Assign responsibility for keeping documentation of individual experience personalisation current.
Individual experience personalisation: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Keeping customers acquired through individual experience personalisation
- Structure pricing for individual experience personalisation against perceived value.
- Describe the buyer for individual experience personalisation specifically enough to name who is excluded.
- Script the three most common objections in individual experience personalisation and the responses.
- Define qualification criteria that disqualify quickly in individual experience personalisation.
Session 2Where the buyer actually decides on individual experience personalisation
- Agree the attribution model for individual experience personalisation and state its known limits.
- Compare the cost of individual experience personalisation with the cost of its absence.
- Rehearse the briefing on individual experience personalisation that would follow an incident.
- Estimate the resource individual experience personalisation requires to run as designed.
Individual experience personalisation: pricing, value and discount control
2 sessions · 8 pointsSession 1The claim about individual experience personalisation competitors cannot copy
- Compare cost of acquisition against value in individual experience personalisation.
- Verify six months later that changes to individual experience personalisation have held.
- Rank the weaknesses in individual experience personalisation by consequence rather than by ease of fixing.
- Map the decision journey for individual experience personalisation and mark where the choice is actually made.
Session 2The cost of individual experience personalisation and how to present it
- Identify the data already collected that bears on individual experience personalisation.
- Confirm that contractual obligations around individual experience personalisation are understood.
- Establish the boundary of individual experience personalisation and record what sits outside it.
- Confirm that reporting on individual experience personalisation reaches the people who can act.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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