| Trust—New Challenges
For Design & Customer Experience
A DMI Summit Exploring Innovative Approaches to Managing Design
& Measuring Results for Brand Loyalty
November 18-20, 2002
New York, NY, USA
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more information about this conference
Design is Everything
Tom Peters, Provocateur, The Tom Peters Company
I am a design fanatic. Personally. I'm not artistic at all. But,
I love cool stuff. I love what I love. I hate what I hate. But,
it goes much farther than that, far beyond the personal. Design
has become a professional obsession. I simply believe design is
the principal reason for emotional attachment (or detachment!) relative
to a product or service or experience or brand proposition. Design,
as I see it, is arguably the #1 determinant of whether a product-service-experience-brand
proposition stands out or doesn't. Has integrity or doesn't. Connects
or doesn't. So…why do so few pay (obsessive) attention to
it?
Member
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Tapping the Unmet Need: Creating Trust and Loyalty
through Meaningful Brand Experiences
David W. Norton, Vice President, Research and Experience Strategy,
Yamamoto Moss
Consumers now place a premium on experiences that allow them to
actively engage with family, friends, social causes, and principles
they believe in. Organizations that fulfill this as yet unmet need
have a powerful means of attracting and retaining constituents and
also have the opportunity to affect future cultural norms and consumption
behavior. By describing trends in consumer behavior and social change,
Norton will demonstrate why creating trust and loyalty requires
the creation of both economic and cultural capital that matters
to individuals and communities. His presentation will address trends
in experiential marketing and delivery, models for understanding
behavior and environments, and recommendations for engineering change
in consumer behavior.
Member
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Trust: A Necessity to Have, A Challenge to Maintain,
and a Difficulty if Lost—A Leadership Perspective
Carl James Yankowski, Former President of Sony Electronics
and
CEO of Palm
Trust is the glue that holds people, marriages, deals, and organizations
together. More powerful than contracts or authority, trust enables
people and organizations to achieve results that exceed the sum
of the parts. Would you sign off on an otherwise good acquisition
if you didn't trust the lawyers? Can you lead an organization if
groups don't trust one another—or you? This presentation will
explore the different aspects of trust from a leadership perspective.
Member
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Customer Experience Management
Bernd Schmitt, Professor of Business, Columbia University
Following up on his bestselling book Experiential Marketing,
Bernd Schmitt presents the concepts of his new book Customer
Experience Management (CEM). CEM is a comprehensive management
tool for designing the brand experience, structuring the customer
interface and for engaging in innovation. In all of this, design
is key. Schmitt will show why CEM is the first approach that really
takes the customer seriously—finally.
Member
Download PDF Presentation (0.7 MB)
The Changing Nature of Trust: Using Design Research
to Understand Trust and Support Brand Innovation
Darrel K. Rhea, Chief Strategic Officer, Cheskin
Trust is essential to the development of successful brands. However,
the nature of trust is changing—the complexity of our current
world makes trust a more deliberate and less intuitive concept.
Customers are becoming more savvy, and winning their trust requires
a more rigorous effort than in the past. Darrel Rhea will discuss
the components of brand trust and how these are shifting. He will
present the challenges design management faces in understanding
this shift and the research methods and strategies that design can
use to create and maintain brand trust, as well as inspire new brand
innovation.
Member
Download PDF Presentation (4.0 MB)
Experiential Integrity: The Relationship of Experience
to Trust
Lewis P. Carbone, President and Chief Experience Officer, ExperienceEngineering,
Inc.
Today it is essential that organizations effect greater trust with
customers, employees and shareholders. But how can businesses act
on that challenge? What practical strategies and disciplines are
available to authenticate the complexities of trust in experiences?
Lewis Carbone is recognized for developing a formalized methodology
for experience design and management. He will share methods for
ensuring that a company's experience delivery is truly reflective
of a customer perspective, along with tactics for establishing and
reinforcing trust experientially. Through client examples he will
illustrate how the systematic design and delivery of experiences
directly relates to customer value and results in sustainable customer
and brand loyalty.
Member
Download PDF Presentation (2.9 MB)
The Measure and Mismeasure of Brand
Lynne O'Connor, Partner, Lippincott & Margulies, Inc.
As companies today struggle to maintain and build customer trust,
there is heightened interest in measuring and growing the brand.
Many companies begin this process by measuring their brand in financial
terms. But assigning a dollar figure to your brand's worth today
won't help you make it worth more tomorrow, nor will it provide
the insight necessary to build customer loyalty. Lynne O'Connor
introduces a strategic process called Strategic Brand AssessmentSM
that goes beyond conventional brand measurement tools to provide
a roadmap for increasing brand value and driving customer behavior.
Further, this comprehensive approach to brand measurement can be
used to monitor your brand's health over time, closing the circle
on effective brand management.
Member
Download PDF Presentation (3.0 MB)
Enhancing Customer Loyalty through Retail Design
Mark Perry, Director, Brand Management and Research, Nissan
North America, Inc.
How can retail design drive customer loyalty? Mark Perry demonstrates
how Nissan's retail environment revitalization signals the automaker's
new brand direction and improves the customer's perception of the
facility and products—driving repeat business. Rolling out
in 1100-plus locations over the next five years, the Nissan dealership
redesign utilizes environmental elements to align the brand image
with the quality of the new products while instilling in the customer
a feeling of control.
Member
Download PDF Presentation (6.1 MB)
Top 10 List for Brand Stewards: Guiding Principles
for Organizations to Develop, Capture & Maintain Brand Trust
David Reyes-Guerra, Director, Brand Strategy and Management,
Ernst & Young
The crisis of trust is all around us. Beginning with a global recession,
compounded by the horrific events of September 11, and exacerbated
by corporate scandals, the very pillars of our existence—economic
freedom, personal safety and confidence in the capital markets—have
been thrown into question. What can be done? How do we regain the
widespread trust that has been lost? David Reyes-Guerra offers a
unique perspective on what it takes to earn trust. Using a Brand
Continuum, he will explore 10 things organizations can do to ensure
that they have an infrastructure in place to generate, implement
and sustain trust-building programs and initiatives.
Member
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