Customer Behaviour and Customer Experience in the Mass Market

Event factfile

Date of event: 15 October 2015
Event ends: 15 October 2015
Start time: 19:30
End time: 22:00
Price: £25.00 Alumni, £30.00 Guest, £15.00 Student
Customer Behaviour and Customer Experience in the Mass Market

*We are pleased to announce that this event has now sold out.*

On Thursday 15 October, the Henley Alumni Marketing SIG will hold the second of two events focusing on changing consumer behavior. 

The aim of the evening is to consider how companies can determine what changing consumer behaviour looks like, and how they can respond to these new demands, through the customer service they provide. Earlier this year we considered this problem from the luxury sector perspective; now we will address the problem from the mass market perspective.

The event will be chaired by Roger Metcalfe, Chairman of the Alumni Marketing SIG. Roger will be joined by Julian Hilton-Johnson, Vice President, Corporate Relations - Europe at McDonald's Corporation. Julian is responsible for developing the overarching media, public affairs, crisis management and internal communications strategies in Europe to support McDonald's business. It is a fascinating time for McDonald's business, which is undergoing a strategic restructuring and refocusing upon customers' needs.

The event will consist of an interactive panel discussion, and the opportunity for delegates to address the topic and wider issues during networking over drinks and light refreshments.

The schedule for the evening is as follows:

18:30 – Arrival and networking
19:00 – Presentation from Julian Hilton-Johnson, followed by discussion.
20:00 – Networking with drinks and light refreshments

The event will take place at Royal Bank of Scotland, 250 Bishopsgate, London, EC2M 4AA.

During the evening Roger, Julian and delegates will explore what a successful customer experience looks like for organisations catering to the mass market, the challenges faced in delivering a winning customer experience to so many people, and how companies can assess when their customer experience is good enough.