General overview

  1. Traditional approaches to innovation & understanding experiential innovation 
  2. Packaging product functionality for specific complex solutions & desired outcomes
  3. Mapping customer contacts onto User Journeys, Customer Journeys, & Life Journeys
  4. Tactics & technology for influencing customer behavior, engagement, & emotional state
  5. Customization of solutions to the needs and behavior of customers
  6. The study of cyclical purchases, solution lifecycles, & the development of ecosystems 

What will you get out of this Masterclass?

  • You will understand how the innovation process is moving from product functionality and channel design to a process focused on creating value for customers
  • This course is designed to help management understand a different approach to innovation & business design based on guiding desired outcomes for customers
  • Certificate of completion

Who is this Masterclass most suited for?

  • Individuals involved in managing or sponsoring the innovation process in organizations of all sizes
  • C Level, Upper & Middle Management of any organization


Michael Ruckman
Michael Ruckman Senteo (USA)
Founder and President

Video invitation

Event replays and speaker presentations are reserved for Efma members and event attendees.

You are already a member or attended the event? Please log in to get access.

Practical information


28 June - 2 July 2021


3-hour sessions during 5 days 
  • starts at 10:00 CET / 12:00 Dubai time / 16:00 Singapore time 


Online platform 
  • the link will be shared with participants one week prior to the Masterclass 


For Efma member institutions - €1,500
For non-member institutions - €2,250
Any questions?
Rastislav Križan
Rastislav Križan Efma
Events & Efma Business Academy Coordinator


The Efma Masterclass developed by Senteo about Experiential Innovation was very practical, with new methodologies and experience that were shared with us. 

I liked the two basic questions that clients ask about banking:
1) What do I get?  Banks offer products and services that save my time (jobs to be done - transactions
2) What does it mean to me? Engaging the client with a designed experience (memorable or meaningful for example) that the time is well spent - relationships
Marcelo Frontini Head of Digital self employed
The training took place in accordance with the presented schedule, and the Efma organization proved to be a reliable and professional organizer of thematic training. Expert Michael Ruckman, who conducted the training, was distinguished by high knowledge and competence in the discussed subject, he showed openness and readiness to explain problems and doubts, and the discussed content was communicated in an accessible and understandable way in an atmosphere conducive to the exchange of experiences 
Daniel Bołądź Specialist Ergo Hestia