Anyone attending the CX US Exchange will know and understand the value of customer experience as part of a wider business strategy. It has an impact on potential business growth and client retention, and ignoring customer experience requirements can have a disastrous impact on areas such as product launches or market expansion plans.

However, whilst this is long understood, and ample evidence exists to prove the value of CX, there are still instances of it not being given the strategic importance it deserves. In this key one-on-one interview, Shelly Chandler – a leader in this field – will offer the benefit of her experience, and discuss:

-           What is the skillset needed to ensure CX leaders are part of the broader strategic decision-making process?

-           How can you build and maintain the right kind of internal relationships to ensure your voice is listened to?

-           Moving to metrics – demonstrating the value of CX in a way the business understands

Shelly Chandler

Senior Vice President - Merchant Services and Insights
Wells Fargo

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Sean Albertson

Founder & CEO
CX4ROCKS

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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

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  

Derek Petrie

VP, Customer Experience & Engagement
American Express Global Business Travel

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Courtney Warford

Global Director, Customer Experience
AGCO

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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 

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 

Woody Berner

Head of Design Technology
AT&T

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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. 

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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Michael Fulvio

Customer Experience Director
Snipes

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Matt Egol

Podcast Host and Best Selling Author - The CX and Culture Connection
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Michael Mangione

Global Head - Digital Experience Transformation
WL Gore

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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.  

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 

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 

Shilpa Mudiganti

Senior Director, CX Systems & Insights
Comcast Advertising

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