Agenda

Craft world-class digital customer experiences.
September 18, 2017
  • 9:00 AM - 12:00 PM
    Workshop A: Customer Journey Mapping
    How to Prioritize and Tend to Each Customer to Keep Them Coming Back
    Diane Magers
    CEO, Customer Experience Professionals Association (CXPA)

    This workshop is designed for CX professionals seeking insight to new approaches of transitioning a journey map into a strategy. Source ideas on how to capture your customer’s tendencies better within your journey maps, and translate this into a remarkable CX. Strategize to:

    1. Properly map your customer’s journey
    2. Implement and measure relevant KPIs
    3. Integrate touch-points and proven business benefits
    4. Derive business intelligence to guide decisions
    5. Make design a partner in customer success

    Improve your processes to ensure customer loyalty

September 18, 2017
September 19, 2017
  • 7:15 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comments from the Chair
    Diane Magers
    CEO, Customer Experience Professionals Association (CXPA)
  • 8:15 AM
    Keynote Address – Google
    Designing a Customer Success Organization: Scaling Without Compromising Your CX
    Dutta Satadip
    Director, Customer Success, Americas, Google

    Ensuring excellent CX processes can prove challenging, especially in the face of continued growth. Acquire the key insights from Google’s own journey to understand key customer lifecycle touch-points to your firm better. Create a roadmap to:

    • Improve your customer retention rate to ensure revenue stability
    • Deliver increased resolution times to meet your customer demands
    • Innovate your services utilization to optimize your resources

    Develop your plan of action to drive your company’s growth with extraordinary CX.

  • 8:45 AM
    CASE STUDY – TWITTER
    Optimize Omni-channel Experiences to Enhance Touch-points and Expand Your Revenues
    Michelle Slater
    Head of Marketing, Twitter

    Omni-channel integration has evolved from something that was nice to do for customers, into something that customers expect. Gauge your organizational shortfalls and pinpoint success factors to actualize a cohesive omni-channel experience. Acquire insight to:

    • Reach your KPI targets
    • Seamlessly integrate new communication channels
    • Expand your strategy to reach all customer types

    Source innovative ideas to expand your customer outreach.

  • 9:15 AM
    Industry Expert
    Customer Experience is the New Currency
    Jodi Wearn
    Senior Director, Product Marketing, Clicktale

    The monumental consumer shift to digital has made it more critical than ever for brands to differentiate themselves through amazing online experiences.  To do that you not only need to deliver a great experience, you need to be able to understand and measure it as well.  But how do you understand, let alone deliver, the “human touch” of a face-to-face experience in a face-to-screen world where your customer has more control than ever?   In this session we’ll take a look at:

    • Where customer experience has been…
    • Where it’s going….

    And what you need to be thinking about now if you want your brand to be a customer experience leader.

  • 9:45 AM
    Mid-Morning Networking Break
  • 10:15 AM
    Industry Expert - Precision Dialogue
    Improve Your Engagement Rate By Optimizing Email Communication
    Suzanne Cashman Rain
    Vice President, Analytical Consulting, Precision Dialogue
    Lacy Schuette
    Vice President, Sales & Marketing, Precision Dialogue

    Quantitative research shows over emailing reduces engagement
    and revenue per customer. Ensure your most frequently used digital
    channel is optimized to retain customer loyalty. Gain perspective to:

    • Adapt methods of analysis to ensure your engagement
      numbers are accurate
    • Effectively personalize communications to maximize
      customer engagement
    • Prevent costly “early drop outs” to increase your
      future revenue

    Develop your email “sweet spot” to limit reduced retention rates

  • 10:45 AM
    Case Study – Integrate Digital
    How to Put the Digital in Your DCX to Increase Loyalty
    Amelia Dunlap
    Director, Prudential Life Insurance Customer Experience, Prudential

    Securing the loyalty of your customers increasingly requires multiple top-notch digital channels. Ensure you do not lose market share in a digitally dependent environment. Create a roadmap to:

    • Reshape your CX strategy to incorporate digital while maintaining profitability
    • Stimulate new customer relationships to grow your revenue
    • Coordinate all of your digital channels to improve usability

    Stimulate revenue growth by incorporating digital CX transformation strategies.

  • DCX Fundamentals
    • Track 1
      DCX Fundamentals
      Diane Magers
      CEO, Customer Experience Professionals Association (CXPA)

      This track is designed for professionals who are in the process of establishing the foundations of digital CX in their organization.

      Chaired by:

    • 11:15 AM
      Case Study - DCX Communities
      Unifying Your DCX Processes Through “Hub” Initiatives
      Marlene Lee Summers
      Vice President, Customer Support Services & Community, Zuora

      Ownership of the digital customer experience has become complex due to a shift in the traditional customer lifecycle. Clarify your DCX initiatives with “community” approaches the engaging with your customers. Adopt best practices to:

      • Collaborate with your customers to incorporate their insights
      • Ensure responsiveness and accuracy by activating your entire organization
      • Grow your end-to-end solution capabilities to retain customers

      Bridge your DCX process with your customers to increase positive customer experiences.

    Advanced DCX
    • Track 2
      Advanced DCX
      Melissa Douros
      Director of UX Design and Research, Etrade

      This track is designed for advanced digital CX practitioners who are looking to optimize the latest innovations.

      Chaired by:

    • 11:15 AM
      Case Study: American Tire Distributors
      Forget Mobile First, Think Mobility
      Heidi Brown
      Director, Customer Experience, American Tire Distributors

      We need to hit the reset button when we talk about Mobile First and think about multi-screening and Mobility for customers.

      • Integrate new ways of thinking around mobile services and platforms
      • Grow mindshare within organizations and shift to Mobility
      • Innovate your internal processes to develop Mobile tools

      Innovate your internal processes to develop Mobile tools

  • 11:45 AM
    Networking Lunch

    Join the conference speakers and your peers for a relaxing lunch.

  • 12:45 PM
    Industry Expert - Maru/edr and Centrica
    Centrica: Moving from Scores to Insights and True Customer Centricity
    Ted Chen
    President, Maru/edr
    Georgina White
    Director - Marketing, Centrica/British Gas

    Learn about how Centrica leveraged technology to gain better insights into their customer feedback. By identifying the most important customer journeys to see where they were underperforming, utilizing additional database data, and incorporating communication using digital channels, Centrica was able to uncover actionable insights that led to real ROI. The technology was further leveraged to engage employees across the organization to foster a truly customer-centric culture

  • 1:15 PM
    Case Study – Digital Messaging
    Use Digital Messaging to Improve Communication to Your Customer
    Trays O’Reilly
    Vice President, Customer Experience, Comcast

    Tap into the strong consumer preference for messaging, especially with younger customers. Improve your customer engagement by optimizing your digital messaging channels. Walk away with an action plan to:

    • Enhance your reputation with convenient real-time conversations
    • Communicate just like your customers do to secure loyalty
    • Improve your resource allocation through improved efficiencies of messaging

    Increase your profit by differentiating your brand with a more convenient communication tool.

  • 1:45 PM
    Industry Expert – Lithium Technologies
    Providing Excellent Customer Experience on Your Customer’s Terms
    Danielle Kovac
    Director, Social Media Strategy and Digital Care Operations, Rogers Communications
    Joe Cothrel
    Chief Community Officer, Lithium Technologies

    The digital customer experience is the new battleground for brands to differentiate – with the rapid adoption of mobile devices and social networks, customer behavior is changing and customers are dictating 80% of their experience, while brands influence only 20%. Customers want to interact with Brands on their terms. The rules of engagement are changing and Brands need to adapt quickly. This session will share the Rogers story and how their social experience is putting the customer in the driver’s seat, and dramatically delivering strong business results.

  • Evolving Your DCX
    • Track 1
      Evolving Your DCX
      Diane Magers
      CEO, Customer Experience Professionals Association (CXPA)

      This track is designed for professionals working on incorporating digital on higher level CX initiatives.

      Chaired by:

    • 2:15 PM
      Case Study – VoC
      Improve Your VoC Programs to Produce Increased Customer Engagement
      Kristen Engelhardt
      Vice President, Voice of the Customer, Salesforce

      Research shows best in class Voice of Customer users enjoy a 10-times-greater year-over-year increase in annual company revenue compared to all others. Hone your VoC processes to drive innovation. Develop a blueprint to:

      • Incorporate your VoC insights throughout the organization to enhance processes
      • Optimize your resources by identifying key communication channels
      • Increase your response time to improve customer retention

      Boost your VoC programs to increase your ROI.

    Data and Analytics
    • Track 2
      Data and Analytics
      Melissa Douros
      Director of UX Design and Research, Etrade

      This track is designed for professionals looking to advance their data and analytics platform.

      Chaired by:

    • 2:15 PM
      Case Study – Data Driven Decisions
      How to Incorporate Big Data Into Your CX Strategy to Unlock Growth Opportunities
      Andrew Watson
      Director, Customer Experience Marketing, Vivint Smart Home

      Collecting digital data isn’t usually an issue but more information doesn’t necessarily mean more knowledge. Improve your responsiveness by anticipating customer needs through data analysis. Adapt best practices to:

      • Optimize your data collection methods throughout your digital channels
      • Accelerate your informed decision making processes to increase your agility
      • Magnify key growth opportunities for your firm

      Beat your competition to new growth opportunities using valuable customer insights.

  • 3:00 PM
    Mid-Afternoon Networking Break

    Interact with conference speakers and fellow attendees.

  • 3:30 PM
    Industry Expert - IBM
    Fueling the Next Era of CX with Al
    Tom Nawara
    Partner & Chicago Co-Lead, IBM iX

    Abstract: From virtual assistants that personalize the shopping experience to the next generation of assistance with tax preparation, Artificial Intelligence is enabling more conversational, highly relevant and human-centered user experiences than ever before. With the ability to understand, reason and learn from each user interaction, building cognition into experience design is the next breakthrough for companies looking to transform their businesses. Join Tom Nawara of IBM iX to learn about the many tools in the cognitive toolkit and how to strategically harness them to tackle marketers’ biggest business challenge: tomorrow.

  • 4:00 PM
    PANEL– LOOKING INTO THE CRYSTAL BALL: THE FUTURE OF DCX
    Forecasting the DCX Landscape to Anticipate Your Future Customer Requirements
    Lynn LaRocca
    SVP, Chief Experience Officer, The New York Racing Association
    Kristen Engelhardt
    Vice President, Voice of the Customer, Salesforce
    Tony Wells
    Chief Marketing Officer, North America, Schneider Electric
    Gordon Littley
    Customer Experience Innovator, Verizon

    Step outside the “bubble” of your current digital program and look at the trends set to shape your future customer interactions. Acquire fresh insight on the technology and process trends that will innovate your DCX capabilities. Create a roadmap to:

    • Source new technology inspiration to increase your profit
    • Adapt your current processes to remain agile in response to customer needs
    • Inspire new research on DCX approaches that might work for you

    Gain cutting edge solutions to your future customer experience needs.

  • 4:45 PM
    Keynote Address – Social Media
    Enhance Your DCX in a World Always “Online”
    Dan Gingiss
    Senior Director, Global Social Media, McDonald's

    Social media has shifted the power from brands to customers, and customers' expectations of timely assistance have never been higher. Respond effectively across every social media outlet to enhance your reputation. Source practical tips to:

    • Identify the most sharable moments to enhance your brand reputation
    • Deliver the prompt responses your customers demand
    • Integrate social customer care with the rest of your business

    Leverage social media to improve your brand reputation and create brand advocates.

  • 5:15 PM
    Reception Introduction
    Presented by Heap Inc.
  • 5:25 PM
    Evening Cocktail Reception

    Don’t miss this exclusive end-of-day gathering with conference speakers and attendees! Unwind, mingle and build relationships that will benefit you in the years to come. Bring your business cards.

September 19, 2017
September 20, 2017
  • 7:15 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comments from the Chair
    Diane Magers
    CEO, Customer Experience Professionals Association (CXPA)
  • 8:15 AM
    Keynote Address – Zappos
    Conduct Person-centric Research to Differentiate Your Customer Experience
    Alex Genov
    Head of Customer Research, Zappos

    Understanding your customers requires embracing the real behaviors, emotions, and motivations they exhibit. Ensure you meet customer needs by incorporating a new research mindset. Source practical tips to:

    • Coordinate your research and business objectives to remove organizational silos
    • Develop a ‘single view’ of the customer across your organization
    • Understand the person, not the “shopper” to grow the business

    Develop a holistic customer understanding across your organization to boost your profits.

  • 9:00 AM
    Panel – Evolution of Mobile
    Execute Innovative Mobile Strategies to Meet Your Customer Demands
    Lynn LaRocca
    SVP, Chief Experience Officer, The New York Racing Association
    Jason Mowery
    Director, User Experience, Nationwide
    Heidi Brown
    Director, Customer Experience, American Tire Distributors
    Melissa Douros
    Director of UX Design and Research, Etrade

    Customer experience and mobile have become ubiquitous, with 95% of Americans owning a mobile device. Extend the opportunities presented by mobile technology to improve customer interactions. Master the success factors to:

    • Craft a frictionless experience for your mobile clientele to improve engagement
    • Increase your profits through retained customers
    • Foster a mobile optimized process to meet your customer needs

    Leverage the widespread use of mobile by your clientele to differentiate from the competition.

  • 9:45 AM
    Industry Expert – Blueocean Market Intelligence
    How a DCX Tech Stack Can Improve Your DCX Efficiency
    Ashish Braganza
    Director for Global Business Intelligence, Lenovo
    Anees Merchant
    Sr. Vice President, Blueocean Market Intelligence

    A technology stack is the grouping of technologies used to conduct and improve business activities. Acquire insights from Lenovo on their DCX tech stack journey to develop a seamless customer experience. Develop a blueprint to:

    • Ensure a close fit between your technology and customer journey
    • Reduce your costs through fixing uncoordinated processes
    • Measure your effectiveness through increased insights

    Navigate your technological processes to provide optimal DCX results.

  • 10:30 AM
    Mid-Morning Networking Break
  • Customer Interactions
    • Track 1
      Customer Interactions
      Melissa Douros
      Director of UX Design and Research, Etrade

      This track is designed for professionals who want to increase the effectiveness of their customer experiences.

      Chaired by:

    • 11:00 AM
      Case Study – UX
      Leverage User Experience Insights to Provide a Better Experience for Your Customers
      Heidi Munc
      AVP, User Experience, Nationwide

      User experience continues to play a large role as the divide between the digital and non-digital experiences continues to blur. Enable your user experience to maximize your company’s CX potential. Generate a plan to:

      • Unite your company’s CX initiatives with your design strategies
      • Leverage key UX methodologies for offline experiences to drive engagement
      • Deliver consistent value to your customer across all interactions

      Take away key tips and strategies to guide you along your digital transformation.

    Digital Retail
    • Track 2
      Digital Retail
      Diane Magers
      CEO, Customer Experience Professionals Association (CXPA)

      This track is designed for professionals looking to merge and enhance digital innovations into their retail experience.

      Chaired by:

    • 11:00 AM
      Case Study – Digital “In-the-Moment”
      Provide In-the-Moment Value With Your DCX to Secure Loyalty
      Michael Solheim
      Senior Insight Strategist, Cars.com
      Kosta Kripintiris
      Senior Manager of Product Design, Cars.com

      Underserved moments in the customer lifecycle provide an excellent opportunity to differentiate through DCX. Develop a holistic experience for your customers to meet their needs. Create a roadmap to:

      • Increase the agility of your DCX practices to improve engagement
      • Integrate location based analytics to ensure your customer experience is seamless
      • Amplify your customer experience reach to new customer bases

      Ensure excellent digital customer experiences throughout their journey to increase conversion.

  • 11:30 AM
    Industry Expert – Datastax
    Transform Every DCX Moment with Real-time Insights at Scale
    Shubhra Sinha
    Vice President, Portfolio Marketing, DataStax
    Manisha Datye
    VP of Enterprise Services and Integration, TCF Bank

    Managing the numerous moments in your customer’s journey with you is critical in transitioning them from prospect to brand advocate. Harness contextual, real-time data to ensure you are producing positive customer experiences. Gain perspective to:

    • Boost customer relevancy to improve your retention rates
    • Create hyper-personalized engagement to meet customer needs
    • Ensure operational cohesion to provide a total customer experience

    Move at the speed of your customers to meet and exceed their expectations.

  • 12:15 PM
    Networking Lunch
  • 1:15 PM
    Case Study – Overcoming Legacy Constraints
    Increase Revenue by Raising Your DCX Past Budgetary and Legacy System Restrictions
    Ejieme Eromosele
    Managing Director, Customer Experience, The New York Times

    Matching the digital demands of your customers can prove difficult in the face of budget pressures and out-dated systems. Strategize to ensure high-level DCX while working within your constraints. Gain insight on:

    • Ensuring your digital CX quality while reducing costs
    • Determining the best investments to ensure your customer experience is future ready
    • Gaining internal support for your critical digital CX investments

    Reach your DCX potential and overcome your legacy constraints.

  • 1:45 PM
    Case Study – Automation
    Ensuring Your Excellent Customer Experience While Embracing Automation
    Gordon Littley
    Customer Experience Innovator, Verizon

    Employing technology to streamline can create numerous benefits, yet any automation must reinforce the pillars of your current CX. Establish an efficient automation process to maximize your ROI. Create a roadmap to:

    • Develop your process to minimize gaps and improve brand advocacy
    • Provide relevant multi-channel service to secure your customer loyalty
    • Amplify your customer experience reach to new customer bases

    Differentiate with better CX by giving your customer what they want in an efficient manner.

  • 2:15 PM
    Industry Expert - PWC
    Left Brain / Right Brain – How a Design-Driven Strategy Elevates Customer Experience
  • 2:45 PM
    Mid-Afternoon Networking Break
  • 3:15 PM
    Case Study – Public Sector
    Strategies to Raise the Quality of Your Experiences Within Your Budget
    Alex Epstein
    Senior Director, Digital Strategy and Content, National Safety Council

    Quality and budget efficiency do not have to be mutually exclusive in your DCX program. Develop pragmatic solutions to increase your ability to meet citizen/customer needs. Gather insight to:

    • Improve your service design to incorporate your audience needs
    • Provide access via online, mobile, and social channels to your users
    • Maximize your infrastructure and cultivate strong culture to increase engagement

    Improve delivery of your services to connect with your audience and maximize your budget.

  • 3:45 PM
    PANEL – PERSONALIZATION
    How to Develop Your Personalization Strategies to Maximize Growth
    Cami Zimmer
    Head of Corporate Communications, Brightpeak Financial
    Amie Lindaas
    Sr. Manager, Market Research, Cars.com
    Gordon Littley
    Customer Experience Innovator, Verizon

    Customer interactions through digital channels continue to produce challenges in creating the personalized experiences consumers demand. Provide your customers with a unique digital CX experience at every touch-point. Master the success factors to:

    • Enhance customer loyalty with your brand
    • Strengthen your omni-channel strategies
    • Boost your e-commerce revenue potential

    Ensure your CX remains a key differentiator through personalized services.

  • 4:45 PM
    Conference Adjourns
September 20, 2017

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