Shaping Client and Employee Experience


The experience of your clients and employees determines how likely they are to engage with your brand for the long-term. Hence, shaping experience is instrumental to engaging your employees and selling your services successfully in your market.

How do we shape experience? First we must understand what experience is, its layers, which are much like Maszlow’s Hierarchy of Needs, and how our behavior as service providers, managers, and leaders determine the quality and desirability of the experience. The most unique aspect of this approach is that you do not have to establish any arbitrary divisions between the “experiencers.” In other words, you do not have to tackle one group at a time at great expense or pain and suffering and then move on to the next one at greater expense and pain and suffering. You can accomplish it all at once for the same investment. In fact, it’s more effective that way.

Join us for a holistic analysis of experience. We examine all the people who experience your brand and how agreeable that experience can be if you wield the right tools. We review the needs and expectations of your brand’s community and audience, from those who serve it every day as employees to those who, as clients, look to it for solutions to their problems. We learn how to invite, gather, interpret, and catalogue feedback from multiple sources. Then we learn to transform experience through actively listening with enthusiasm for change.



  • How to create decisive differences in how your clients and employees experience your brand through culture, behaviour, responsiveness and excellence
  • How to identify all the contexts and media in which clients and employees interact with your brand (even the ones you never would have imagined) and transform into a highly sought-after experience
  • How to develop in all your people the skills of listening, empathy, community, and purpose so they can pay forward their experiences to clients
  • How to gather client and employee feedback regularly and then use it to genuine advantage
  • The value of authentic joy and fulfilment for employees and how it is paid forward to clients



  • Seller-Doers in Professional Services
  • SaaS Client Services Professionals
  • Project Managers
  • Human Resources Professionals
  • Marketing and Business Development Professionals
  • User Experience Professionals



12 hours



  • $1095 (plus tax)


Featured Instructor

Michele Rochon has had a 20-year career in marketing and business development in professional services. Rochon has worked in senior consultant roles for four global AEC firms and provided learning and workshop facilitation to dozens more, plus other industries including IT, insurance, non-profit, and government, on the topics of marketing, business development, proposal management, account strategies, interviewing, and business storytelling. Rochon has a unique approach to teaching – based on eight years of research on the effects of play on the adult learning mind in corporate settings, she integrates play and games to make the learning experience more memorable, engaging, and relevant.