Agenda Day Two

8:00 am - 8:30 am REGISTRATION & COFFEE

8:30 am - 8:40 am OPENING REMARKS FROM THE CHAIRPERSON

Sean Albertson - Founder & CEO, CX4ROCKS
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Sean Albertson

Founder & CEO
CX4ROCKS

8:40 am - 9:05 am KEYNOTE PRESENTATION – DESIGNING A LONG-TERM STRATEGY TO FUTURE-PROOF CX

Gone are the days when CX was considered a ‘tick-box’ exercise. In today’s dynamic market, customer behavior is constantly evolving, driven by a range of factors including increased digital fragmentation, heightened expectations, and the rapid pace of technological innovation. As a result, organizations face the temptation to chase quick wins and adopt short-term tactics that may deliver immediate gains but lack sustainability.

 

Unfortunately, there is no silver bullet that guarantees success in CX. Organizations must recognize the importance of committing to a long-term strategy that aligns with their core values and business objectives. This involves a fundamental shift from reactivity – where organizations are constantly responding to market changes – to proactivity – where organizations can anticipate customer needs and foster long-lasting customer engagement and satisfaction.

 

This session will explore the steps you can take to create a sustainable CX strategy:

 

-       Designing a multi-faceted roadmap for the short, medium and long-term in line with your organizations’ priorities

-       Adapting your organizations’ approaches from reactive to proactive

-       Promoting cross-functional collaboration across your organization to align key objectives

-       Balancing expectations of both todays' and tomorrow’s consumers

9:05 am - 9:40 am KEYNOTE FIRESIDE CHAT – PROVING PROFITABILITY: GAINING EXECUTIVE BUY-IN FOR CX INVESTMENT

Derek Petrie - VP, Customer Experience & Engagement, American Express Global Business Travel
Courtney Warford - Global Director, Customer Experience, AGCO

Demonstrating the value of CX to internal stakeholders has never been an easy feat; it can take time to show the impact of your CX initiatives. There’s still a way to go towards a universal adoption of a CX centric culture but there’s certainly some steps you can take to promote CX investment. This session will explore: 

 

  • How to focus on the appropriate metrics to be able to effectively demonstrate ROI 
  • The benefits of linking CX to time as well as money to highlight urgency behind initiatives 
  • Promoting open conversations between executive stakeholders and CX leaders to gain CX loyalty 
  • Advocating for CX across all functions of your organization and illustrating individual responsibility  
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Derek Petrie

VP, Customer Experience & Engagement
American Express Global Business Travel

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Courtney Warford

Global Director, Customer Experience
AGCO

9:40 am - 10:10 am PRESENTATION: DRIVING LOYALTY IN AN ERA OF CUSTOMER EXPECTATION EVEOLUTION

Customer expectations are constantly evolving so promoting brand loyalty is more important than ever. Loyalty shouldn’t be an afterthought but consistently cultivated through trust, customer service, product quality and brand communication across every touch point.  

 

Loyal customers are more likely to become repeat customers, recommend your organization to others and stay engaged in the long-term. 

 

This session will explore: 

 

  • Ensuring every interaction consistently meets or exceeds customer expectations 
  • Personalizing customer interactions to foster deeper emotional connections which improve brand loyalty 
  • Implementing loyalty programs or personalized rewards that recognize repeat customers 

10:15 am - 10:45 am EXPERT THINK TANK: OVERCOMING SILOED EXPERIENCE GROUPS – THE IMPORTANCE OF A UNITED FRONT BETWEEN UX AND CX FOR BUSINESS GROWTH
Jennifer Blatz - Principal UX Researcher, BECU

UX and CX are often seen as 2 sides of the same coin. Ensuring products or services are designed with user experience in mind is a key point to delivering great CX overall, and an emphasis on CX naturally means user experience is also considered critical for the organization. 

 

Whilst the above statement is self-evident, in practice, this is not always the case. Organizations often exist with a siloed architecture, technology investment and use can come from very different groups, and the practices of CX and UX, whilst being so closely related, can often exist in isolation from each other. 

 

Within this discussion-led think-tank, Jen Blatz, Principal UX researcher at BECU and Co-founder of the UX Research and Strategy Group, will lead a conversation which will focus on the following critical questions: 

 

  • What are the typical challenges in aligning CX and UX strategies / activities? How can these be overcome? 
  • Where should a united UX and CX front sit in overall business strategy – when should they be engaged on issues such as product launches, customer approach, marketing strategies etc? And how can you actually make this the case in practice? 
  • How to ensure your organization knows the value of CX and UX being closely aligned – as well as being able to tell the difference between them 
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Jennifer Blatz

Principal UX Researcher
BECU

10:15 am - 10:45 am 1:1 BUSINESS MEETINGS

10:50 am - 11:20 am COFFEE & NETWORKING

10:50 am - 11:20 am 1:1 BUSINESS MEETINGS

11:25 am - 11:55 am EXPERT THINK TANK – FUTURE PROOFING YOUR CONTACT CENTER WITH DATA ANALYTICS & AI

While AI will undoubtedly continue to play an integral role within contact centers, there's still the need for human interaction. The question of whether AI will force traditional contact centers to become obsolete is one we can’t ignore.  

 

However, with AI acting as an enabler for enhanced data collection, automation and personalization, agents are given the ability to focus their time and energy on customer interactions, only enhancing the customer experience. 

 

Join this session to discuss the prospects for AI and data analytics to accelerate operational and functional efficiencies in contact centers. 

11:25 am - 11:55 am 1:1 BUSINESS MEETINGS

12:00 pm - 12:30 pm EXPERT THINK TANK – BRINGING SERVICE DESIGN INTO YOUR CX STRATEGY
Marco Leon - Head of Design - Wealth Management, U.S. Bank

Service design is a strategic and holistic approach to create seamless end-to-end service for customers, incorporating both UX and CX.  

 

In mapping out the relationship between different service components such as the people involved and both physical and digital touchpoints, you are able to enhance Customer Experience. This session will explore: 


  • How linking Service Design with your CX strategy will promote a CX centric attitude within your organization 
  • Designing a roadmap to not only focus on the outcome but also the journey 
  • Promoting a human centric approach through considering service design and CX synonymous 
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Marco Leon

Head of Design - Wealth Management
U.S. Bank

12:00 pm - 12:30 pm 1:1 BUSINESS MEETINGS

Analyzing customer behavior shows that customers are continuing to gravitate towards technology driven interactions when it comes to the way they choose to engage with brands. However, with the digital landscape expanding exponentially, it can become difficult to keep up with customer expectations. Technology such as AI powered personalization, Voice Search Optimization and Digital Twins can give you an innovative edge, but will their implementation come at the expense of the human touch? 

Now more than ever it is crucial to shake up traditional strategies and promote new avenues for connection to adjust to the customers’ needs in a new era of engagement. This session will explore: 

 

  • Finding the balance between technology and the human touch to deliver innovation 
  • Assessing what technology works in line with your organizations core values and objectives 
  • Shifting from transactional to experiential engagement to improve brand loyalty 
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Fabiola Corvera-Stimeling

Vice President of Customer Experience
Northwestern Mutual

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Woody Berner

Head of Design Technology
AT&T

1:05 pm - 1:50 pm NETWORKING LUNCH BREAK

CX shouldn’t be the responsibility of a single person or department. Good customer experience isn’t just the product of customer-facing touchpoints but instead an organization-wide effort. It goes beyond just Experience, Sales or Marketing teams and relies on cross-collaboration across the entire organization. 

 

By breaking down silos and fostering collaboration, you can ensure consistent and successful customer experience across all touchpoints. Reminding everyone of the common goal can keep everyone on the same page.  

 

This session will explore how cross-functional projects, sharing customer feedback across the organization and CX training to show individual responsibility can promote a CX centric culture. 

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Bradly Sax

Vice President Customer Strategy & Experience
Lendlease

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Amy Saunders

Former SVP Customer Experience and Engagement
Novartis

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Alex Cristiano

Director of Marketing and CX
Canlan Sports

2:35 pm - 3:05 pm COFFEE & NETWORKING

2:35 pm - 3:05 pm 1:1 BUSINESS MEETINGS

3:05 pm - 3:35 pm PRESENTATION - CUSTOMERS AS AN ECOSYSTEM: MOVING CLOSER TO THE JOURNEY AND AWAY FROM THE PERSONA

Viewing customers as an ecosystem promotes an understanding of the interconnected relationships and interactions that influence their journey with a brand. Rather than seeing customers as isolated individuals, this approach recognizes the dynamic network they form with each other, your products, services and various touchpoints. 

 

This session will explore how to go beyond direct interactions and take advantage of peer recommendations, community feedback and social influences to create more cohesive, adaptive and customer-centric strategies.  

3:35 pm - 4:00 pm PRESENTATION – INVESTING IN YOUR CUSTOMER SERVICE TEAM

Your customer service team is the first line of interaction between your company and customers so it’s important to invest in your team as your brand representatives. Failing to invest time and money into hiring, training and retaining customer service members can cause huge detriment to your organization’s reputation. This session will explore: 

 

  • Automating admin-heavy tasks to free up time and resources to create more personalized experiences where it matters 
  • Empowering your team through confidence and process approaches to encourage them to think outside the box while representing your brand’s core values 
  • Taking the time to train your customer service team to ensure service is consistent across your organization and an accurate representation of your brand’s core values 
  • Creating opportunities to provide feedback to ensure better employee experience which will improve retention rates 

4:00 pm - 4:25 pm CLOSING KEYNOTE PRESENTATION – THE AGE OF INNOVATION: SPEED TO INNOVATE VS IMPLEMENTATION

Shilpa Mudiganti - Senior Director, CX Systems & Insights, Comcast Advertising

With an exponential increase in the speed to innovate comes the need to weigh up the cause for implementation. In an age of innovation, it’s never been more important to prioritize your organization’s core values and objectives in the midst of a tools and technology crossfire. Navigating how to keep up with the constantly evolving customer demand, as well as growing market competition, can run the risk of knee-jerk technology implementation without proper consideration. This session will explore: 

 

  • Integrating your current tools and technologies with new options to get the most out of your technology investments 
  • How to create a long-term roadmap for technology implementation 
  • Prioritizing what technologies are right for your business 
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Shilpa Mudiganti

Senior Director, CX Systems & Insights
Comcast Advertising

4:25 pm - 4:35 pm CLOSING REMARKS FROM THE CHAIRPERSON

Sean Albertson - Founder & CEO, CX4ROCKS
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Sean Albertson

Founder & CEO
CX4ROCKS