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== Successful Event == Teacher: Anna Hankimaa === Successful Event - Session 1 === * '''[[w:Event management|Event management]]''' is the application of [[w:project management|project management]] to the creation and development of large scale events such as [[w:festival|festival]]s, conferences, ceremonies, formal parties, concerts, or [[w:convention (meeting)|conventions]]. :::It involves studying the brand, identifying the [[w:target audience|target audience]], devising the event concept, planning the logistics and coordinating the technical aspects before actually launching the event. ::::: The process of planning and co-ordinating the event is usually referred to as '''event planning''' and can include budgeting, scheduling, site selection, acquiring necessary [[w:License|permit]]s, coordinating transportation and parking, arranging for speakers or entertainers, arranging decor, event security, [[w:catering|catering]] and emergency plans. ( Wikipedia ) * '''[[w:Content marketing|Content marketing]]''' is any [[w:marketing|marketing]] that involves the creation and sharing of [[w:Content (media and publishing)|media and publishing content]] in order to acquire and retain customers. :::This information can be presented in a variety of formats, including news, video, [[w:white papers|white papers]], [[w:e-books|e-books]], [[w:infographics|infographics]], case studies, how-to guides, question and answer articles, photos, etc. ( Wikipedia ) What are the elements of a successful event? :* Participants -> target group :* Venue, location, logistics, catering and beverages :* Promotion, communication :* Financing, planning -> profit :* Customer satisfaction -> customer experience -> feedback :* Content -> program :* Project management -> :::** Timeline :::** Task and responsibilities :::** Risk management :::** Contact with customer :* Benchmarking with others / goal, target, purpose === Successful Event - Session 2 === '''Event types:''' * [[w:Seminar|Seminar]] * [[w:Trade fair|Trade fair]] or other [[w:fair|fair]] * Internal / staff / [[w:Recreation|recreational]] event. ::** A classic example is the Pikkujoulu ::** [[w:Team building|Team building]] event ::** Workplace [[w:well-being|well-being]] event ::** [[w:Training#Job_training_and_development|Job training event]] ( off-the-job or [[w:On-the-job training|on-the-job training]] ) * [[w:Cocktail party|Cocktail party]] * Launch party / [[w:dot com party|dot com party]] (often known as an internet party or more generally, a launch party) is a social and business networking [[w:party|party]] hosted by an Internet-related business, typically for promotional purposes or to celebrate a corporate event such as a product launch, [[w:venture round|venture funding round]], or [[w:mergers and acquisitions|corporate acquisition]]. ( Wikipedia ) * Press / [[w:News conference|News conference]] * Charity events / [[w:Fundraising|Fundraising]] * [[w:Festival|Festival]]s * [[w:Sponsor (commercial)|Sponsor]] event === Successful Event - Session 3 === Bigger "lines" / principals * Know your audience * Know your objectives ( should be measurable ) Planning the programme * Fixed points -> derive the starting points from the fixed points * Theme -> consistency -> brand * === Successful Event - Presentation on customer experience management === ==== Successful Event - Presentation on customer experience management - Key definitions ==== {{Q|A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments.|Wikipedia|touchpoints}} * '''[[w:Customer experience|Customer experience]]''' ('''CX''') is the sum of all experiences a [[w:customer|customer]] has with a [[w:supply chain|supplier]] of [[w:good (economics)|goods]] and/or [[w:Service (economics)|services]], over the duration of their [[w:Customer relationship management|relationship]] with that supplier. ::This can include :::* awareness, ::::*discovery, :::::*attraction, ::::::*interaction, :::::::*purchase, ::::::::*use, :::::::::*cultivation and ::::::::::*advocacy. {{Q|'''[[w:Experience design|Experience design]]''' ('''XD''') is the practice of [[w:design|design]]ing products, processes, services, events, and environments with a focus placed on the quality of the [[w:user experience|user experience]] and culturally relevant solutions.<ref>{{cite book|last=Aarts|first=Emile H. L.|author2=Stefano Marzano|title=The New Everyday: Views on Ambient Intelligence|publisher=010 Publishers|year=2003|isbn=978-90-6450-502-7|page=46}}</ref>|Wikipedia|[[w:experience design|experience design]]}} ::{{Q|In its commercial context, '''[[w:experience design|experience design]]''' is driven by consideration of the moments of engagement, or [[w:touchpoint|touchpoint]]s, between people and brands, and the [[w:idea|idea]]s, [[w:emotions|emotions]], and [[w:memories|memories]] that these moments create.|Wikipedia|[[w:Experience_design#Commercial_context|experience design in the commercial context]]}} * A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments. ( Wikipedia ) * In its commercial context, '''[[w:experience design|experience design]]''' is driven by consideration of the moments of engagement, or [[w:touchpoint|touchpoint]]s, between people and brands, and the [[w:idea|idea]]s, [[w:emotions|emotions]], and [[w:memories|memories]] that these moments create. :::Commercial experience design is also known as [[w:customer experience|customer experience]] design. In the domain of [[w:marketing|marketing]], it may be associated with [[w:experiential marketing|experiential marketing]]. :::::Experience designers are often employed to identify existing touchpoints and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome. ( Wikipedia on [[w:Experience_design#Commercial_context|experience design in the commercial context]] ) * '''[[w:Customer satisfaction|Customer satisfaction]]''' is a term frequently used in [[w:marketing|marketing]]. ::It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified [[w:Contentment|satisfaction]] goals."<ref name=Marketing_Metrics>Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2.</ref> ( Wikipedia ) ::* '''[[w:Customer satisfaction research|Customer satisfaction research]]''' is that area of [[w:marketing research|marketing research]] which focuses on customers' perceptions with their shopping or purchase [[w:experience|experience]]. ( Wikipedia ) * '''[[w:Customer experience transformation|Customer experience transformation]]''' (CxT) is a strategy that uses [[w:business process management]] to enhance [[w:customer service|customer service]] experience from any [[w:customer|customer]] [[w:touchpoint|touchpoint]]. ( Wikipedia ) ==== Successful Event - Presentation on customer experience management - Technological solutions ==== * '''[[w:Business process management|Business process management]]''' ('''BPM''') is a field in [[w:Operations Management|operations management]] that focuses on improving corporate performance by managing and optimising a company's business processes.<ref name="Panagacos2012">{{cite book|author=Theodore Panagacos|title=The Ultimate Guide to Business Process Management: Everything You Need to Know and How to Apply It to Your Organization|url=http://books.google.com/books?id=AyCQMQEACAAJ|date=25 September 2012|publisher=CreateSpace Independent Publishing Platform|isbn=978-1-4774-8613-9|pages=6β7}}</ref> It can therefore be described as a "[[w:process optimization|process optimization]] process." It is argued that BPM enables organizations to be more efficient, more effective and more capable of change than a functionally focused, traditional hierarchical management approach.<ref>[http://portal.acm.org/citation.cfm?id=1558897.1558901&coll=ACM&dl=ACM&CFID=86325717&CFTOKEN=44883106 Ryan K. L. Ko (2009). A computer scientist's introductory guide to business process management (BPM)], ACM Crossroads 15(4), ACM Press </ref> These processes can impact the cost and revenue generation of an organization. * An '''[[w:issue tracking system|issue tracking system]]''' (also '''ITS''', '''trouble ticket system,''' '''support ticket,''' '''request management''' or '''incident ticket system''') is a [[w:computer software|computer software]] package that manages and maintains lists of [[W:Issue (computers)|issues]], as needed by an organization. ( Wikipedia ) * '''[[w:Customer feedback management services|Customer feedback management (CFM) online services]]''' are [[w:web applications|web applications]] that allow businesses to manage user suggestions and complaints in a structured fashion. ::A 2011 study conducted by [[w:Aberdeen Group|Aberdeen Group]] showed that companies using customer feedback management services and social media monitoring have a 15% better customer retention rate.<ref>{{cite web|last=Omer|first=Minkara|title=Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight|url=http://www.aberdeen.com/Aberdeen-Library/7460/RA-customer-experience-satisfaction.aspx|publisher=[[w:Aberdeen Group|]]|accessdate=2012-02-12|date=2012-01-01|quote=Companies using customer feedback management and social media monitoring have a 15% better customer retention rate. [http://multichannelmerchant.com/crosschannel/four-ways-boost-your-customer-experience-0123-jt1/]}}</ref> ( Wikipedia ) * '''[[w:Customer experience systems|Customer experience systems]]''' are integrated [[w:Business Support System|business]] and [[w:operational support systems|operational support systems]] (BSS/OSS) for [[w:telephone company|telephone company]] that particularly address [[w:service provider|service provider]]sβ mandate of focusing on the [[w:customer experience|customer experience]]. [...] the remaining differentiator is how well a company can deliver a customer experience that is ''personalized, rewarding, and meets customer needs''. (Peppers & Rogers 2005) <ref>{{cite book|author1=Martha Rogers|author2=Don Peppers|title=Return on Customer: Creating Maximum Value From Your Scarcest Resource|url=http://books.google.com/books?id=wvd4y742XPoC|accessdate=13 October 2012|date=21 June 2005|publisher=Random House Digital, Inc.|isbn=978-0-385-51030-1}}</ref> ( Wikipedia with modifications ) ----
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