It's all about the customer. For any company, success is based on customers – their experience, their feedback and their loyalty. So how can you improve customer experience in a world where customers – you and me – are smarter, more empowered, more informed and therefore, less loyal. This is the tough question that Michael Hinshaw, Managing Director of customer experience consultancy Mcorp, will attempt to answer at the CRM 2011 conference in March. 

Hinshaw will also talk about how CRM can help you go beyond just tracking customer transactions, by actually measuring customer experience. You can also learn about the three common methods used to measure customer experience and how companies can use the data to provide insights and develop strategies.

In a statement, Hinshaw says, "While most executives recognize the importance of customer experience as a competitive differentiator, the reality of understanding, measuring and planning improvements can be daunting without a roadmap. Add to this the changing relationships between companies and their customers in a world where a $2 App can provide more timely information to customers than the web site or call center at a $20 billion company, and the imperatives around improving customer experience jump into stark relief."

This executive session will be held on March 22, at Orlando Florida at the invitation of SAPinsder. CRM 2011 runs from March 22nd through the 25th. The conference offers organizations that use, deploy, manage, or are evaluating SAP (News - Alert) solutions for customer relationship management (CRM), an opportunity to explore strategies and techniques developed by proven experts to optimize sales, service, marketing and interaction-center activities.

Earlier, Hinshaw has also talked about how customers are eager to embrace the innovations that "disruptive technologies" create, and how successful customer experience strategies need to take this factor into account. This was delivered at a live webinar in December 2010.