Social media is almost omnipresent, with the University of Maine reporting that there are now 4.8 billion social media users worldwide, representing almost 60 percent of the global population. In this environment, a solid social media strategy is crucial for brands to succeed.

With ample opportunities for engagement, including user-generated content, comments, likes and shares on company posts and, crucially, social commerce, brands must leverage social media to stay competitive and maximise revenue. With opportunity comes risk, however, and the democratic nature of social media can mean going viral for the wrong reasons, with disgruntled customers sharing negative experiences online. Equally, brands who do not jump on the opportunities presented by social media may be seen as outdated or behind the times. With so much at stake, the right approach to social media is critical for success.

In this panel discussion, we will bring together CX leaders to examine the opportunities and assess the risks presented by social media. We will explore the best ways companies can get ahead in the social media space.

Attendees will learn:

• Driving customer engagement through social media: Discover how to leverage user-generated content, interactive posts, and social listening to build stronger connections and enhance brand loyalty.
• Maximizing sales with social commerce: Learn how to turn social media into a high-performing sales channel by optimizing shoppable posts, influencer partnerships, and targeted ads.
• Managing reputation & mitigating risks: Explore strategies for handling negative feedback, crisis management, and maintaining brand authenticity in a fast-moving digital landscape.

While traditional self-service can be frustrating for customers, forcing them to navigate rigid menus, search endless FAQs and repeat themselves to multiple agents, conversational user interface (UI) offers natural, dynamic and context-aware interactions that guide customers to resolutions faster & more intuitively. Through natural language processing (NLP), AI-powered troubleshooting and interactive decision trees, conversational UI empowers brands to deliver seamless digital experiences for their customers that center self-service.

This session will explain how conversational UI is transforming customer support by reducing friction and driving efficiency. We will explore how brands can leverage this technology to streamline customer support, reducing costs and creating self-service experiences that can delight customers but smoothly transition to human agents when needed.

Attendees will learn:

• How conversational UI enhances digital self-service: Learn how interactive conversations can guide customers to the right solutions faster, reducing live agent escalations.
• Designing conversational interfaces for seamless digital journeys: Uncover strategies for building intuitive interfaces that adapt to customer intent.
• Balancing automation and human support: Discover how conversational UI integrates seamlessly with human agents for high quality support.

Customers expect clear interfaces with frictionless navigation. A cluttered or confusing digital experience that requires hard work will put them off. This is where intuitive user experience (UX) design comes in. Intuitive UX is critical to drive engagement, reduce drop-off rates and build long-term brand loyalty.

This session will define ‘intuitive UX’ and explore ways that the principles behind it can be implemented for better digital CX. Attendees can expect to hear how they can use behavioral insights, AI, passive VOC and data-driven online experience design to create natural, frustration-free digital experiences.

Attendees will learn:

• The science behind intuitive UX design: Get to grips with how human psychology and behavioral patterns influence customer interactions and how to design experiences that feel seamless.
• Reducing friction and improving digital journeys: Learn how to identify and eliminate common UX barriers, optimize navigation and create interfaces that guide customers effortlessly to their goals.
• Leveraging AI and data for smarter UX design: Discover how brands are using AI-driven insights, predictive analytics and real-time behavioral data to refine UX and create highly personalized digital experiences.

Sports teams have mastered the art of building deep emotional connections with customers and are leading the way in personalized, immersive digital experiences to keep fans engaged. Real-time match updates and exclusive online content combined with personalization and strong social media strategies, are some of the ways sports teams are engaging their fanbases and deepening ties.

With these experience-setting expectations that fans then bring to their lives as consumers, CX professionals should look to sports for inspiration in building exceptional digital CX that fosters long-term loyalty.

In this session we will look at how CX leaders can apply some of the top fan engagement strategies employed by sports teams all over the world to their own digital CX approaches, helping to turn customers into loyal fans.

Attendees will learn:

• Harnessing data to deliver personalized digital experiences: Discover how sports teams use Customer Data Platforms (CDPs) and AI to unify customer data and deliver personalized content, and how brands can adopt the same strategies.
• Creating always-on engagement across digital channels: Learn how fan-centric brands blend social media, mobile apps, live interactions and exclusive content to keep audiences engaged beyond transactions.
• Building emotional loyalty through digital CX: Explore how to apply exclusive experiences and interactive content to turn passive customers into engaged brand advocates.