All professional women welcome whether members or guests

Tuesday, 12 February 2013 6.30 – 9.30 pm
Design Strategist and PWA Member Kristina Tool presents:
“Mapping the Client Journey through Your Brand”

How does your client experience your brand? Is it a smooth, integrated encounter as she transforms from discovery of your brand, to understanding if you will meet her needs, to purchaser? What happens after she decides to purchase your product or service? What interactions take place and do they lead her to become a satisfied client and advocate to others?

Or are there pain points, barriers and missed opportunities along her journey with your brand? Does she walk away at some point because of confusion, frustration or just plain not understanding what value you are offering her?

This workshop will employ methods from the strategic approach of service design: examining the journey of experiences from the client’s point of view. Service design focuses on visualizing processes more clearly in order to gain insights on what value is being provided to clients – or what obstacles are inadvertently created as a potential client interacts with your brand.

During the workshop, you will create a client journey map in order to better understand:

• the phases of the client service journey; from discovery to through post purchase experience and the client’s resulting actions
• the points of interaction a brand must consider at each of these phases
• how a brand can influence points of interaction not under their direct control ( social media, word of mouth, blogs)
• your role within the overall client journey

From the creation of a client journey map, participants will then develop an action plan based on insights gained from creating and analyzing the map.

This workshop will benefit decision makers working in businesses that seek to distinguish themselves through better comprehension of their clients’ experiences.

About Kristina
Kristina Tool works as a design strategist; helping businesses to understand the experience they create for their clients. Blending design methodology with a business’s objectives, she enjoys helping organizations get a clearer image of the entire customer experience journey. She works with clients using visuals, mapping, and prototyping in an interactive process, in order to help businesses gain insights on their customers’ values and then helps them to develop an action plan to benefit from this new understanding. Kristina has taught design and worked on design projects in the USA, Europe and the Middle East and collaborates with multidisciplinary teams to create new business models and innovation in experience for non-profits and businesses alike.

This workshop will be limited to 20 participants. PWA members will be given priority to register through 1 February. If space is still available, registration will then be opened to non-members.
Payment is required in order to confirm your place: online with a credit card at www.europeanpwn.net, via bank transfer or in cash at the January 16, January 30 or February 6 PWA events (based on availability).

Registration 6 – 6.30, Workshop 6.30 – 9:30 p.m
Blend Tower Business Center, Piazza 4 Novembre 7 (MM Centrale)
Price €25 for members, €40 for guests, includes snack dinner

For additional information, please contact Gini Dupasquier, PWA Professional Development Director, at professional@www.pwa-milan.org