Overview
In today's world, service and services marketing, is extremely important in helping companies distinguish themselves. The Institute for Excellence in Services at Bowling Green State University is pleased to offer a symposium on Competing Through Services Marketing in Today's Economy. As companies look to lower marketing budgets, they find it increasingly difficult to satisfy customer expectations. Industry thought leaders will share their innovative, successful, and cost effective services marketing strategies in the following areas:
- Developing outstanding customer service talent
- Viral marketing and social media
- Managing customer to customer interactions
- Customer Relationship Management within channel partnerships
- Marketing technologies to launch a product and build a new customer base
| Pricing | $125 Individual $800 Table of 8 $50 BGSU Student |
|---|---|
| Location: | Bowling Green State University Lenhart Grand Ballroom, Bowen-Thompson Student Union |
Agenda
| 9:30 - 9:40 AM | OVERVIEW George Jenkins Director, Institute for Excellence in Services |
| 9:40 - 9:50 AM | WELCOME Dr. Rodney Rogers Dean, College of Business Administration |
| 9:50 - 10:45 AM | DEVELOPING OUTSTANDING CUSTOMER SERVICE TALENT Casey Adams Corporate Retail Training Manager, Cabela's Incorporated  How does one of the leading customer service companies in the nation move to the next level; growing customer loyalty, sales profitability, and employee satisfaction with a single program? Casey Adams, from the World's Foremost Outfitter, will discuss the strategic design and investment in employee education that has increased retail personnel competencies. The design and execution of this program has prepared Cabela's staff to provide the ultimate shopping experience for customers; resulting in increased job satisfaction for employees, increased sales profitability, and growth in customer loyalty. |
| 11:00 - 11:55 AM | BREAKOUT SESSIONS (CONCURRENT)
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| 11:55 AM - 12:50 PM | LUNCH |
| 12:50 - 1:45 PM | CRM WITH CHANNEL PARTNERSHIPS - DRIVING VALUE TO YOUR BEST CUSTOMERS Dana Stepp Senior Customer Retention Manager, Hewlett Packard  CRM (Customer Relationship Management) is a philosophy of building long term relationships with customers and continually improving those relationships. Four years ago, Hewlett Packard launched a collaborative program with its channel partners to identify, satisfy, and retain their "Most Valuable Customers". Dana Stepp will explain the successful CRM program and what HP learned about managing their "Most Valuable Customers". |
| 1:55 - 2:50 PM | LAUNCHING A PRODUCT IN TODAY'S WORLD Scott Jeffer Assistant General Manager and Director of Marketing, Toledo Walleye, Toledo Bullfrogs, & Toledo Mud Hens  How does a company successfully launch two new sports franchises in today's world? Scott Jeffer will discuss the importance of knowing ones core product and ones market, while utilizing new direct marketing technologies. As the Walleye and Bullfrogs head into their inaugural seasons, CRM, email marketing, Facebook and Twitter will be used to market the two new franchises, leading to a smooth product introduction and a solid customer base. |
| 2:50 - 3:00 PM | SUMMARY AND CLOSING George Jenkins Director, Institute for Excellence in Services |
Today, right now, customers are talking about your company and your products, and much of that conversation is taking place online. WOM (Word Of Mouth) communications carry more credibility, are delivered faster, and are more likely to influence buyers than official company messages. Bill Balderaz will discuss current viral trends, how companies can influence internet communications, and ways to create positive buzz.