The document outlines Westminster Bridge Partners' proprietary methodology, 'Amplify | Customer Engagement', designed to enhance employee engagement, brand positioning and customer loyalty through a structured five-step process. It emphasizes the importance of understanding customer buying agendas, engaging effectively with decision-making families, and aligning internal initiatives with measurable outcomes for maximum impact. The framework aims to identify quick revenue opportunities and create a systematic approach to performance improvement and growth.

1. AMPLIFY | Customer
Engagement™
Confidential: Do Not Forwa
Version 1.0 | February 6, 20

2. Amplify | Customer Engagement is a proprietary strategy and workflow methodology developed by Westminster
Bridge Partners which incorporates the process and elements essential for improvements in:
● Employee Engagement
● Brand Positioning
● Product/Service positioning
● Product/Service launch
● Profitability
● Market Share Acquisition
● Competitive Positioning
● Loyalty
● Channel & Content Management
● Performance Metrics
AMPLIFY | Customer Engagement™
AMPLIFY | Customer Engagement IN 5 STEPS
STEP ONE: Goals, Team & Expectations
STEP TWO: Customer Profiles & Buying Agendas
STEP THREE: Asset Inventory & Mapping
STEP FOUR: Call to Action & Value Proposition LCD
STEP FIVE: Plan Deployment

3. ● Recruiting a responsive and empowered
‘Tiger/Engagement Team’ is critical for success
○ Operational/Customer Facing
○ Reports directly to senior management
● Has a well-defined mandate created or co-created with
senior management
○ Tied to hard and measurable outputs
○ Spans timeframes
■ Short (next 45-90 days)
■ Mid (H1/H2 of this year)
■ Long (next 2-3 years)
● Agrees to adopting the AMPLIFY | Customer
Engagement process unanimously
○ Team
○ Senior management
STEP ONE | GOALS, TEAM & EXPECTATIONS
EXAMPLE MANDATE
“We have three mandates for this program.
One. Improve our customer experience in order
to drive 10% new growth next year and improve
customer loyalty and retention levels by 15%.
Two. Build a new level of trust, belief and
passion in our employee base in order to reduce
churn, improve innovation and throughput.
Three. Deploy customer engagement initiatives
our competitors cannot.”

4. ● Every customer has a buying agenda. This buying
agenda is comprised of the items and experiences
that are most important to achieve or the most
important to avoid
● Often in a B2B environment (but occasionally in a B2C
environment), the customer is not an individual but a
‘family’ involved in the decision process
● Understanding the ‘family’ purchasing dynamics is
absolutely critical to effectively aligning your brand,
product and service to the family’s buying agendas
● Provide the content in ‘sticky’ and visually appealing
methods that are memorable, easy to ingest and
share
STEP TWO| CUSTOMER PROFILES & BUYING AGENDAS
CUSTOMER BUYING AGENDA | PRIORITIZED
Risk Mitigation
● What is the probability of an unexpected outcome?
● How much fear is in what could go wrong by making a change?
● What surprises do they expect you are not telling them about?
Personal Gain
● What happens to them if you meet or exceed their expectations?
● What do they need to look good?
● Who is their internal audience for looking good?
Performance
● What edge does this give the buyer (Understanding), Mitigate Risk, Drive
Gain and Ease of Use.
Price
● Know what are the upper and lower boundaries. Too much creates shock,
too little creates suspicion.
Clear, Predictable Deliverables
● No one likes surprises, unless they have advance warning. Make it easy for
the customer to set internal expectations and then deliver information to
your customer’s internal customer in ways that are sticky and memorable
Frictionless Communication/Ease of Use
● Provide what the customer needs to know and wants to know to take
timely & meaningful action (Need=Risk Mitigation. Want=Personal Gain)

5. ● Channels
● Customer Journeys
● Engagement Stories
● Understanding & Performance Intelligence
STEP THREE| ASSET INVENTORY & MAPPING
QUESTIONS WHICH DRIVE THE INVENTORY & MAPPING PROCESS
● What Channels do our customers use for ongoing information & education?
● What Channels do our customers use for discovery?
● What Information do they collect and use for decision making?
● Where does this originate and are we part of that asset mix?
● What does the decision making family look like (Decision
Makers, Decision Influencers, Information Gatherers)?
● What do the journeys look like for Information Gatherers, Decision
Influencers and Decision Makers?
● What examples and stories are we using to create understanding, alignment
and excitement with our customers?
● Do we have empathy for our customer by fully understanding their world,
processes, challenges and opportunities?
● How are we measuring our performance and defining actionable outcomes to
drive clear and understandable improvement actions?

6. ● Key strengths and ability descriptors which meet
customer buying agendas are created and broken
into the LCD (Lowest Common Denominator)
Process.
● Empirical data is used in the tactical mix to deliver
required proof points.
STEP FOUR| CALL TO ACTION & VALUE PROPOSITION LCD
LCD VALUE PROPOSITION
“We deliver 21% greater efficiency than
the competitors in delivering ‘Open for
Business.”
LCD APPROACH
SUBJECT/NOUN : (We)
ACTION/VERB: (deliver)
DIFFERENTIATING FACTOR/DESCRIPTOR: (21% greater
efficiency)
ACTION/ADJECTIVE: (in delivering)
GOAL/VERB/NOUN: (Open for Business)

7. ● The AMPLIFY | Customer Engagement process
creates a solid framework of where to invest the
proper time, energy and capital to ensure the
maximum outcome and benefit to the brand and
the customer
○ Low hanging fruit growth and revenue
opportunities are identified which can be
quickly acted upon and monetized
○ An actionable and measurable market plan is
the result of this process
○ Internal Culture & HR programs are easily
aligned
○ Operational, Product Development,
Innovation, R&D and other similar programs
are seamlessly aligned
STEP FIVE| ENGAGEMENT PLAN & LOW HANGING FRUIT
“Simple to understand, easy to bring to life and
straight forward to execute.”
“A paint-by-numbers approach.”
“For fact based, data driven people, marketing
initiatives can be a very frustrating experience.
This is not that.”
“An incredibly logical and systematic approach
to performance improvement and growth
results.”
“This process delivers immediate and
measurable results.”

8. Week
1
Week
2-4
Week
4-5
Week
5-6
Week
6-8
STEP ONE:
Goals, Team
&
Expectation
Definition
STEP TWO:
Customer
Profiles &
Buying Agenda
Definition
STEP THREE:
Asset & Inventory
Mapping
STEP FOUR:
Call to Action &
Value LCD
Definition
STEP FIVE:
Plan
Development &
Initial Tactical
Program
Execution (Low
Hanging Fruit)
AMPLIFY | Customer Engagement SAMPLE TIMELINE
Week
0
Program
Assessment,
Level Set,
Budgeting,
Go|No Go

9. www.westminsterbridgepartners.com
317 | 432 | 4485