Managing Customers Relationship through customization and personalization

Managing Customers Relationship
through customization and personalization

Maximizing business performance and unleashing creativity

Seminar Introduction

Do people know what they want? One is that preferences are highly unstable. Another is that, when you ask people to explain what they want, their preferences tend to shift toward the conservative, familiar, and easy to explain.

This is a major problem with customization. When you rely on people telling you what they want, they often don't really know. The vast majority of people won't even bother to tell you.

In the few cases where they do bother, they'll often provide an incomplete or inaccurate description of their preferences. If you rely solely on this data, you'll get their preferences wrong. And in the very few cases where they provide a complete and accurate description of their preferences, they'll often fail to maintain it. The preferences will become increasingly stale and inaccurate over time.

How do you know what people really want? Watch what they do and learn from their behavior.

Customization is where the business conducts a dialogue with the individual customer to help them articulate their needs, to identify the precise offering that fulfills those needs, and to make customized products or services for them. This approach is appropriate for businesses whose customers cannot easily articulate what they want and grow frustrated when forced to select from a greater amount than you need or want of options.

Personalization is more about the one-on-one interaction with customers than about a customization. These are usually in some way to mark a particular event, or with a person's name. Real customer relationships are formed through interaction and by anticipating user needs, not by providing custom products.

By the nature of the word, personalization really only applies to consumers, or the B2C market. Customization, on the other hand, clearly applies to B2B, as well as B2C. So, at the end of the day, you could have a customized proposal for a company that is also personalized to the company's vice president of marketing.

Seminar Outline

1. Why is managing a company to meet customer needs so important
2. Searching and building competitive advantage 3 keys to improve profitability
3. How to develop a winning competitive strategy
4. Strategic partnering the business plan
5. Lessons from winners & losers
6. How to create great products and services
7. Creative Marketing Thinking outside of the box
8. 101 best sales & marketing ideas Sales closing strategies
9. Involve customers for sales success
10. Good networking tips for effective networking
11. Communicating in stressful situations
12. Why people leave how to become an employer of choice

Who should attend?

Middle to senior management, or individuals who wish to develop a deeper understanding of managing their customers expectations and providing customized and personalized experiences to stand out amongst the competition.

The workshop will benefit roles and responsibilities in business planning, strategic marketing, sales, customer services, product and market development, customer development & retention, operations and support, data marketing.


David Wee is the Founder and CEO of Asia Speakers Bureau (ASB) and DW Associates Pte Ltd, a company empowering creativity and knowledge. David is also Chief Executive for Asia for London Speaker Bureau.

David has achieve a track record for bringing a new fast moving consumer goods company from zero to S$8M turnover and personally opening new accounts with all major department stores, and chain stores in Singapore, Malaysia, Brunei, Indonesia and Thailand.

With 18 years business development and marketing experiences in fast moving consumer goods (FMCG), Branding and OEM, he had the opportunity to conduct businesses in 18 geographic markets and on most international consumer fairs in Europe, USA, Australia and the Far East.

David prior career has been performing front-line, business development functions across a wide spectrum of industries including Consumer Health & Beauty Care, Pharmaceutical, Food & Beverage, Lifestyle, Fashion, Household, Toys, Office Supplies, Stationery, Corporate Gifts, Car Accessories, and Office Furniture.

These responsibilities have included positions as CEO, General Manager, Senior Manager Sales & Marketing, Operations Manager, Financial Controller and Internal Auditor.

Currently he is the President of the Singapore Institute of Management, Marketing Executives Group. He has served in the committee of Singapore Manufacturers Federation, Lifestyle Industry Group and the Singapore Retailers Association working committee for National Skills Recognition Systems together with Ministry of Manpower and Standards Board.

David is active in giving back to the society by sharing his experience and knowledge in Entrepreneurial leadership and creating new space in a crowded market in public seminars and workshops organized by Asia Speakers Bureau, Singapore Institute of Management, Marketing Institute of Singapore, Asia Pacific Management Institute, Singapore Business Federation, Singapore Manufacturers Federation, Jobs DB, JobStreet, Universitas Pelita Harapan (UPH Jakarta), Indonesian Manager Club (Surabaya), Jakarta Health Conferences, International Rotary Clubs and many others.

Participants of his workshops and seminars include Century 21, ERA, SAF, CIAS, National Parks Board, Baxter, Reuters, Unilever, Montblanc, Mobile One, Panasonic, Tyco Electronics, OSIM International, Merrill Lynch International, Taylor s College, Bank Central Asia, Prudential Life, Acer Sales & Services, Dynacast, Unicity, Indo Food, MUIS, T-Systems ITC, Check Point Software, NCS

In addition, he has authored and published numerous articles in the area of concept of leadership, getting buy-in, communication, knowledge-sharing, fear of failing, build on ideas, leverage on core competency, problems in teams, why people leave .. and what will make them stay.


David Wee
Founder & CEO - DW ASSOCIATES PTE LTD / ASIA SPEAKERS BUREAU (ASB)
Chief Executive for Asia - LONDON SPEAKER BUREAU
President - SINGAPORE INSTITUTE OF MANAGEMENT, MARKETING EXECUTIVE GROUP
2 Sin Ming Road, #02-05 Sin Ming Plaza, Tower 1, Singapore 575583
Tel: 65 9679 1106
Email: david.wee pacific.net.sg / asiasb starhub.net.sg

Empowering Creativity & Knowledge. Creating Values & Innovations.