Upcoming Programs

Center for Entrepreneurial Leadership

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2016-17 Education Program Series


Transform Your Business Through CRM + CX

April 18, 2017 7:30-9:30 AM
Alvernia University Upland Center - Room 227

Tricia Szurgot is the Chief Marketing & Retail Officer for First Commonwealth Federal Credit Union, Bethlehem, PA ($655M in assets; 53,000+ members).

Ms. Szurgot is a proven, award-winning executive marketing and customer experience strategist and leader with 25+ years of marketing, customer experience, communications, PR/media relations, business development, strategic project management, team-building and leadership experience in B2B and B2C markets in U.S. and global markets. As an innovator and entrepreneurial leader with the natural ability to inspire, motivate and lead to goals and mission, she’s an expert in marketing strategy of multiple product lines and solutions, management of cross-functional teams and strategic partner development. Ms. Szurgot is a passionate and engaging influencer, change-maker and consensus-builder with a lead-by-example philosophy and natural ability to influence internally and externally and at all levels. Her passion for creating exceptional customer experiences to achieve strategic goals has made her an expert in transforming organizational culture and operational process improvement to align to customer-centric strategies.

She has worked intimately with marketing, sales, operations, technology and customer experience teams of some of the world’s top experience brands and brings extensive insights in strategy, marketing, customer experience, relationship management and change management. Ms. Szurgot is the recipient of eleven national marketing, branding and communications awards and has worked in various industries including technology/software, attractions/hospitality, financial services, professional services, engineering/architecture, sustainability and education

Does your CRM solution drive behaviors that create exceptional customer experiences? Do you use your CRM solution in all areas of your business to optimize customer experience at every touch point? Learn strategies to leverage customer relationship management (CRM) and customer experience (CX) to drive business growth. Learn why an enterprise CRM solution is critical to your business and how CX gives you a competitive advantage. Understand essential components of successful CRM implementations and why not all CRM solutions are equal. Learn why interdepartmental collaboration – sales, marketing, operations, finance, contracts, customer service, manufacturing, etc. – is critical to success, even when it may extend your project timeline. Understand customer journey mapping and how it can identify key “moments of truth” for your customers and your business and how to take action on what you learn through business and process improvement strategies. Understand the importance of “on-stage” actions, backstage processes and how customer emotions at each touch point in the journey create valuable opportunities for you to grow your customer relationships. Get valuable tools to facilitate the right conversations with the right stakeholder. Most importantly, you’ll walk away with practical strategies, tools and techniques to get started and make an immediate positive impact on your business.

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Digital Marketing: Strategy Driven Digital Advertising

May 24, 2017 7:30-9:30 AM
Alvernia University McGlinn Conference Center

Cass Bailey is the president and CEO of Slice Communications, an agency in Philadelphia with fully dedicated public relations and social media teams that provides clients with actionable content and data oriented approaches. She believes that integrated public relations and social media efforts are vital to accomplishing business goals when looking to grow and expand awareness of a company.
Digital advertising is essential to your marketing mix. We’ll demystify digital advertising by breaking down how to get started and how to grow your digital marketing program to fit your budget. Learn how to develop the right digital marketing strategy for your business and set a practical action plan to execute. Learn which digital channels are right for your organization to drive your desired business impact. Understand essential strategies for targeting and optimizing your ads to maximize digital ad spend. We’ll share cost-effective tools to quantify your digital advertising results and measure ROI.

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