The life-cycle of a customer is the exact map brands need to create strategic experiences which create lifetime value for customers. Understanding where they’ve been, and where they are likely to go, are two critical building blocks for customer experience design. But also vital is leadership which spends time in the field to understand the customer’s needs, 360-communication across teams, and having buy-in from leadership in charge of the purse-strings. Michael Williams, Senior V.P. of One Vanderbilt, one of the biggest buildings in NYC both in height and level of customer experience. Michael delivers big thoughts, and big value on: how getting insights from the wrong audience can be valuable; why fan experiences such as in sporting events offer unique challenges; building driveway-to-driveway experiences; a powerful example of experience done right from Disney; and why asking a question about your CFO’s car can unlock the checkbook.

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