The CX Live! Episode 57: Measure, Analyze and Report EBC Program Effectiveness to Impact Executive Support with John Heiman

01/09/23 • 57 min

In our first episode of 2023, John Heiman, Consultant with EBP Consulting, shares how to capture meaningful data to demonstrate the briefing program’s ROI. With a focus on effectiveness and efficiency, he highlights the importance of having a baseline to measure sentiment and methods for reporting the impact to executive management.

Episode Highlights:

The importance of understanding C Level “care abouts” related to data collection and analytics
Ways to refocus the collection of metrics into two main categories: Effectiveness and Efficiency
The power of the Net Promoter Score to demonstrate briefing impact on changing customer sentiment
The top 3 most impactful metrics to report to executive management
Strategies for communicating with executives for buy in on your long term program requirements
How to build advocacy for prioritization with IT teams to utilize CRM tools for reporting briefing program influence

Episode Resource:
The Ultimate Question 2.0
Guest Thought Leader:
John HeimanConsultant, EBP Business ConsultingJohn has 30+ years of innovative experience in driving measurable growth through implementation of strategic experiential marketing programs.He oversaw Sprint’s Experiential Marketing Department, including the EBC Program for 14 years. John served on the ABPM Advisory Board for 10 years and is a frequent session and workshop leader often focused on strategy and analytics. Sprint has been presented with over 25 APBM awards including Program of the Year in 2014. In 2016 John was awarded the ABPM President’s Service Award.

Episode Highlights:

The importance of understanding C Level “care abouts” related to data collection and analytics
Ways to refocus the collection of metrics into two main categories: Effectiveness and Efficiency
The power of the Net Promoter Score to demonstrate briefing impact on changing customer sentiment
The top 3 most impactful metrics to report to executive management
Strategies for communicating with executives for buy in on your long term program requirements
How to build advocacy for prioritization with IT teams to utilize CRM tools for reporting briefing program influence

Previous Episode

The CX Live! Episode 56: A First Look at the ABPM's Updated Characteristics of World Class Briefing Programs

In this episode, Elizabeth Simpson, President of ABPM, and Candie Hurley, Coach, Trainer & Consultant at GoProBriefings.com, share key insights from our 2022 episodes dedicated to the main categories of the ABPM’s Characteristics of World Class Briefing Programs document and give a “first look” into recent changes to this aspirational guide that briefing programs reference to achieve world class.

Episode Highlights:

An understanding that this document offers the foundational principles that briefing programs reference for each of the five categories: Customer Experience, Analytics, Management, Operations, and Multi-Center Programs
The importance of the characteristics within each of the five categories, how they continued to guide briefing teams through the pandemic, and remain applicable for programs
Key insights from each of the five thought leaders who were interviewed along with examples they shared for achieving world class
A review of the process for making changes to the document, a “first look” at those changes and the thinking behind them
Inspiring words of wisdom for briefing programs as we move into 2023

Episode Resource:

ABPM’s Updated Characteristics of World Class Briefing Programs

Guest Thought Leaders:
Elizabeth Simpson
President, ABPM
Elizabeth has been with ABPM for over 20 years and took on the role of President in 2018. She works closely with Briefing Program teams to understand their challenges and to provide resources that will help them successfully meet those challenges. She has been instrumental in strengthening services and evolving ABPM as an organization.
Candie Hurley
Trainer, Coach & Consultant, GoProBriefings.com
Candie supports briefing professionals in benchmarking their programs across the briefing industry. She also delivers training and coaching to help briefing programs create more impactful customer experiences that strengthen customer relationships, uncover new business opportunities, and accelerate the sales cycle. A frequent session leader at ABPM conferences, she is also very involved in facilitating ABPM advisory board discussions to continue advancing the briefing profession.

Next Episode

The CX Live! Episode 58: Icons of Impact - Ann Benett

In our first ever “Icons of Impact” podcast episode, Ann Benett, formerly Manager of the Global Executive Briefing at Apple and President of Benett Communications and now happily retired, shares her valuable insights on the evolution of the briefing industry and key strategies for today’s briefing professionals all while reflecting on her love of the briefing profession and community.
Episode Highlights:

The most important shift in the briefing industry over the past 25+ years
What she loves most about the briefing profession
How the pandemic changed the briefing landscape and positive outcomes
Key hurdles briefing teams need to overcome to gain credibility with executive management
Three key strategies for today’s briefing professionals to: looking outward, looking inward, looking forward

Episode Resources:

Guest Thought Leader:
Ann Benett
Former Manager of the Global Executive Briefing at Apple & President of Benett Communications
Ann began her briefing career as Manager of the Global Executive Briefing Program at Apple. In 1999, she founded Benett Communications - the first consultant firm that was completely focused on helping build and support briefing programs around the globe. She has been a leader and an integral part of the ABPM Community from nearly the time ABPM was founded. After 23 years leading Benett Communications, 11 years at Apple, 6 years with Silicon Valley startups, and her first job at WDIV-TV Detroit, Ann is happily retired from the executive briefing world.