Best Business Practices

Creating the customer experience

Place the customer at the heart of your strategy!

Thursday, May 15, 2014 from 8:30 A.M. to noon


Soumaya Ben Letaifa

Soumaya Ben Letaifa

Professor, coach and trainer

More information >
ESG- UQÀM Professor Soumaya Ben Letaifa leverages 15 years of strategy and marketing experience. This former marketing director from the telecom industry, coach and innovation management trainer in the financial sector, and VP Marketing in the service industry (tourism) is thoroughly versed in the challenges related to innovation, creating sustainable ecosystems and managing the customer experience. Her works on co-creating value, gamification, and the employee and customer experience are derived from best business practices and regularly presented in the province of Quebec, France, Italy and the United States. Her leadership has been recognized through many awards, including the prestigious Global Innovation and Knowledge Academy Award and the SSHRC Insight Development Grants for her Ecosystems Theory.

Attracting and retaining customers are becoming the most challenging issue for most businesses. To succeed, they must implement a customer-centric marketing strategy while continuing to showcase innovation. 


The principles taught during this workshop stem from 15 years of experience in marketing and innovation management in the media, ITC, financial services and heavy industry sectors, among others. Many case studies from our trainer’s publications on innovation, customer-relation management trends and the customer experience will enrich the training.

The activity will be held in French.


  Members Non members
Price $165* $235*
* Taxes not included. Become a Member

By phone
514 871-4001

Comments and suggestions

Line Leblond
Project Manager, Training

The workshop expenses are tax deductible (provicial and federal).

The cost of the workshop is eligible as an expense under the 1% Training Investment.

Cancellation policyNo reservations, cancellations or refunds as of 2 days before the event. Participant substitutions are accepted at no extra charge until the event is held. Please note that only written cancellation notices sent by fax at 514 871-5971 or by email at will be accepted.


InterContinental Hotel Montreal
360 Saint-Antoine Street W.

Get directions >


  • To get versed in the current trends regarding co-creating value and the customer experience;
  • To draw inspiration from pioneering practices selected from among a number of business segments;
  • To develop clear, distinctive and coherent marketing objectives aligned with your identity;
  • To cultivate new experiential marketing skills.


  • The ABCs of a multi-sensory customer experience;
  • The secrets of the best current practices;
  • Tomorrow’s customers, the “presumers”;
  • The methodology to deploy to keep renewing and creating the customer experience;
  • The key success factors of an “omnichannel” customer-relations management approach.


All industries, especially services-oriented businesses:

  • Top business executives aiming to improve their service;
  • Vice-presidents and business people in charge of the marketing strategy;
  • Account, sales, marketing, distribution or logistics managers;
  • Marketing advisors;
  • Anyone who would like to update their service, marketing strategy and customer-service approach.

Master the art of the customer experience!