1. Customer
July 13 – 14 2009
Washington, DC
Experience
Management Training 2009
Maximize the Customer Experience to Improve
Customer Satisfaction, Loyalty and Profitability
You Will Learn to:
Create a Sustainable Customer Advantage
Design, Create and Execute Meaningful Customer Experiences that
Improve Customer Satisfaction, Profitability and Your Market Advantage
Understand the Customer Experience
Identify Your Customer Touch Points and Utilize Key Data to Objectively
Assess the Customer Experience
Utilize Key Metrics to Monitor and Measure Customer Experience
Incorporate Customer and Employee Performance Metrics into Your
Existing Performance Management System for Improved Results
Generate Organizational Buy-In for Your Customer Experience Initiatives
Effectively communicate the need for positive customer experiences to
employees and executives for continued buy-in and engagement
In Association with:
Design a Customer Experience Using a Hands-On Approach
www.ASMIweb.com/Customer

2. Day One
Monday, July 13, 2009
Customer Experience Management Training 2009
Objectively 8:30
Conference Registration & Continental Breakfast
Measure and
9:00
Evaluate Your Be Proactive with the Customer Experience
Build a business case for enhancing customer experience
Customer Integrate experience into product design
Identify and communicate the ROI of the customer experience
Experience
10:15
Break & Refreshments
10:30
Live Your Customer’s Experience Today
Determine your current customer touch points
Understand touch point transactions
Map the current state experience
12:00
Lunch Break
Who Should Attend?
VPs, Directors and Managers of
Sales
Marketing
Customer Relations/Service
Business Development
Account Management
… and anyone with a touch point to your customer!
ASMIweb.com/Customer
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3. Day One, Continued
Monday, July 13, 2009
Customer Experience Management Training 2009
Gain Executive
1:00
Analyze the Customer Experience
and Employee
Objectively assess the current customer experience
Place yourself in the mindset of the customer
Buy-In for Your
Utilize customer data and determine new methods of generating customer profiles
Customer
2:15
Experience
Break & Refreshments
Initiatives
2:30
Enable the Customer Experience
Integrate the human factor in enabling and promoting the customer experience
Engage employees on the value of the customer experience
Build a supportive reward and recognition system
4:30
Day One Adjourns
Top Five Reasons to Attend:
1. Sell the value that great customer experience lends to top and bottom line growth
2. Measure, identify and communicate the ROI of enhancing the customer experience
3. Integrate the customer experience into product design and marketing tools
4. Develop customer and employee performance metrics into your existing
performance management initiatives
5. Engage employees on the value of the customer experience with a reward and
recognition system
ASMIweb.com/Customer
Page 3

4. Day Two
Tuesday, July 14, 2009
Customer Experience Management Training 2009
8:30
Strengthen Continental Breakfast
Customer 9:00
Relationships Design the Customer Experience
Recognize the difference between physical and emotional experience design
Using Segment experiences by customer types and customer values
Prioritize touch point experiences and avoid technology traps
Memorable
10:15
Customer Break & Refreshments
Experiences 10:30
Use a Hands-On Approach to Customer Experience
Take the knowledge learned so far and apply it using a hands-on approach
Create your own experience design
Set experience standards along the way
12:00
Lunch Break
1:00
Execute the Customer Experience
Generate buy-in from the executive suite down to the shop floor
Communicate the need for a memorable customer experience with your employees
Maintain focus and engagement through the customer experience process
2:45
Break & Refreshments
3:00
Measure Experience Achievement
Set experience performance metrics for the customer and the employee
Refer to Balanced Scorecards and performance monitoring systems to track measures
and metrics
Utilize historical data to improve your customer experience
4:30
Training Adjourns
ASMIweb.com/Customer
Page 4

5. Trainer’s Biography
Roy A. Barnes
Customer Experience Management Training 2009
Set Customer
Roy A. Barnes
Former Senior Vice-President, Customer Experience and Development
Experience
Marriott Vacation Club International
Principle
Standards to
Blue Space Consulting
Gauge the
Mr. Barnes is currently head of Blue Space Consulting, an Orlando-based consulting firm
specializing in strategic planning, customer experience design and change management.
Success of
Formerly Senior Vice-President for Customer Experience and Development with Marriott
Implementation
Vacation Club, Roy was responsible for both global strategic management and customer
vacation experience strategy for Marriott Vacation Club International (MVCI), the leisure/
vacation ownership division of Marriott International.
A twenty year veteran of the hospitality business, he has successfully led efforts both
within Marriott International and MVCI to improve operations, process management and
performance accountability at all organizational levels levels. Co-leading efforts at Marriott
International on Sales 2000, a top to bottom restructuring of the Sales and Marketing effort
as well as leading the process re-engineering work with MVCI’s Customer Relationship
Management effort, Mr. Barnes is well acquainted with all aspects of the organizational
challenges of customer focused business transformation.
Mr. Barnes graduated from Grinnell College and is a frequent guest lecturer (Cornell
University, University of Maryland, Fordham, University of Central Florida). Mr. Barnes is
currently a member of the editorial board of 1to1 Magazine.
Sponsorship Opportunities:
As a conference and training provider, The American Strategic Management Institute is an
expert in bringing together leaders to share and discuss best practices and innovations. We
connect decision-makers with respected solution providers.
The Institute offers four different pre-designed sponsorship packages:
Event Co-Sponsor
Session Sponsor
Luncheon Sponsor
Exhibit Booth Sponsor
For more information on sponsorships or to get started, contact Jessica Ward at
703-894-0920 x 215 or Ward@PerformanceWeb.org
ASMIweb.com/Customer
Page 5

6. In-House Training
Customer Experience Management Training 2009
One of the more popular vehicles for accessing The American Strategic Management
Institute’s (ASMI) educational offerings is the delivery of on-site trainings and management
facilitations. Bringing a training or facilitation in-house gives you the opportunity to
customize a program that addresses your exact challenges and provides a more personal
learning experience, while virtually eliminating travel expenses. Whether you require
training for your department or for an organization-wide initiative, the advanced learning
methods employed by The Institute will create an intimate training atmosphere that
maximizes knowledge transfer to enhance the talent within your organization.
Customization
We realize that not all obstacles can be overcome by applying an “off-the-shelf solution”.
While many training providers will offer you some variation of their standard training,
ASMI’s subject matter experts will work with you and your team to examine your programs
and determine your exact areas of need. The identification of real life examples will
create a learning atmosphere that resonates with participants while at the same time
providing immediate return on your training investment. Using interactive exercises
that employ actual projects or scenarios from your organization, instructors can address
specific challenges and align the curriculum of each session to your objectives. While the
majority of on-site trainings are focused on smaller groups, ASMI also has the ability to
accommodate organizational-wide training initiatives. Utilizing multiple instructors, The
Institute has the capacity to deliver courses to groups of up to 300 participants per day.
Areas of Expertise
On-site delivery of single courses, certification programs and entire packages of specialized
courses are available in the following areas:
Strategic Planning Contracting
Performance Measurement Performance Reporting
Project Management Program Evaluation
Lean Six Sigma Administrative Management
Workforce Management Change Management
Budgeting and Forecasting Balanced Scorecard
For more information about in-house training options available to you, please contact
Jennifer Mueller at 703-894-0920 x 217 or email her at Mueller@PerformanceWeb.org.
ASMIweb.com/Customer
Page 6

7. Logistics & Registration
Customer Experience Management Training 2009
Registration Form
Venue and Hotel
Customer Experience Management Training 2009 will be held at
To Register, call 703-894-0920, Fax this Form to: 703-894-0482 or
the Performance Institute’s Training Center in Arlington, VA, just
one block east of the Courthouse stop on the Orange Line of the Visit www.ASMIweb.com/Customer
DC Metro. A public parking garage is located inside of the building
for $10/day. Continental breakfast, refreshments and lunch will be Yes! Register me for Customer Experience Management Training 2009
provided for delegates on each day. Please call me. I am interested in a special Group Discount for my team
The Performance Institute Training Center
Delegate Information
1515 N. Courthouse Rd., Suite 600
Arlington, VA 22201
703-894-0920
Name Title
A limited number of rooms have been reserved at the Arlington
Rosslyn Courtyard by Marriott at the prevailing rate of $233.00 Organization Dept.
until June 12, 2009. Please call the hotel directly and reference
code “Customer Experience” when making reservations to get
the discounted rate. The hotel is conveniently located three blocks Address
from the Rosslyn Metro station. Please ask the hotel about a
complimentary shuttle that is also available for your convenience.
City
Arlington Rosslyn Courtyard by Marriott
1533 Clarendon Blvd.
Arlington, VA 22209 State Zip
Phone: 703-528-2222 / 1-800-321-2211
www.courtyardarlingtonrosslyn.com
Telephone Fax
Hotel and travel costs are not included in the conference
tuition.
Email
Tuition & Group Discounts Payment Information
The tuition rate for attending the Customer Experience Check Purchase Order / Training Form Credit Card
Management Training 2009 is as follows:
Early Bird Regular Rate
Credit Card Number
Conference $1499 $1599
*For the Early Bird Rate, Register by July 1, 2009.
Expiration Date Verification no.
For more information on group discounts for Customer Name on Card Billing Zip
Experience Management Training 2009 please contact
Blake Humble at 858-866-9352 or email him at
Please make checks payable to: The Performance Institute
Humble@ManagementWeb.org. Priority Code: B298-WEB
Quality Assurance
Cancellation Policy
is not responsible for speaker changes, but will work to ensure a
ASMI strives to provide you with the most productive and effective
For live events: ASMI will provide a full refund less $399 administration
comparable speaker is located to participate in the program.
educational experience possible. If after completing the course you
fee for cancellations four weeks before the event. If cancellation occurs
feel there is some way we can improve, please write your comments
within two weeks prior to conference start date, no refund will be issued. If for any reason ASMI decides to cancel this conference, ASMI
on the evaluation form provided upon your arrival. Should you feel
Registrants who fail to attend and do not cancel prior to the event will be accepts no responsibility for covering airfare, hotel or other costs
dissatisfied with your learning experience and wish to request a credit
charged the entire registration fee. incurred by registrants, including delegates, sponsors and guests.
or refund, please submit it in writing no later than 10 business days
All the cancellation requests need to be made online. Your confirmation
Discounts
after the end of the training to:
email contains links to modify or cancel registrations. Please note that
• All ‘Early Bird’ Discounts must require payment at time of registration
ASMI: Quality Assurance
the cancellation is not final until you receive a written confirmation.
and before the cut-off date in order to receive any discount.
1515 N. Courthouse Road, Suite 600
• Any discounts offered whether by ASMI (including team discounts)
Payment must be secured prior to the conference. If payment is not
Arlington, VA 22201
must also require payment at the time of registration.
received by the conference start date, a method of payment must
• All discount offers cannot be combined with any other offer.
Note: As speakers are confirmed six months before the event, some
be presented at the time of registration in order to guarantee your
• Discounts cannot be applied retroactively
speaker changes or topic changes may occur in the program. ASMI
participation at the event.

8. About ASMI
The American Strategic Management Institute (ASMI) is the nation’s leading authority on
measurement and management methodologies for improving individual and organizational
performance. ASMI’s mission is to identify, study and disseminate the leading strategic
management and performance measurement practices pioneered by best-in-class
organizations. Through national conferences, in-house training programs, consulting
services and on-going research, ASMI helps organizations access cutting-edge expertise in
planning, implementing and evaluating business strategies to address their management
challenges and improve organizational results.
Methodology ASMI gathers and disseminates comprehensive methodologies
specifi cally constructed to address today’s complex managerial realities. Through a
collection of industry best practices, input from experts in the fi eld and applicable case
studies, ASMI has the knowledge and specialized methodologies to help both you and your
organization achieve results.
Conferences ASMI’s national conferences provide forums for networking and
information exchange among experts in their fi elds. Choose from a variety of national events
addressing the current and pressing challenges in performance management, human capital
management, financial management, project management, process improvement and
marketing. Each event brings together experts to share best practices, topical scenarios and
Training All of ASMI’s publicly offered courses can be adapted for your office, department
or company. In-house training provides a customized, cost-effective vehicle for educating
your staff with a hands-on forum facilitating both team building and project planning.
Our in-house training programs are focused on performance measurement, strategic
communications, process improvement, strategic planning and change management.
Consulting In some cases, personal consultation is more useful and cost-effective than
an in-house training session. These consultation projects are designed to maximize the
efficiency and profi tability of a company or department by training a few key executives
or directors.
1515 N. Courthouse Rd., Suite 600
Arlington, VA 22201
Ph: 703-894-0920 Fax: 703-894-0482
www.ASMIweb.com