A robust omnichannel offering is vital for delivering outstanding customer experience (CX), and mobile apps are at the heart of this strategy. Decathlon Poland is making waves by seamlessly integrating its new loyalty program with its mobile app, resulting in a surge of new sign-ups since the program's launch at the end of 2023.

Communicating the benefits of the loyalty scheme through a single, powerful channel has proven to be both cost-effective and impactful. Embracing the mantra of ‘less is more,’ the company leverages the app to deliver select personalized communications, driving customer loyalty and engagement.

Join us for this session with Bartosz Zochowski, Head of Loyalty and CRM at Decathlon Poland, as he unveils the secrets behind their successful loyalty program launch and their innovative approach to omnichannel and personalization.

Attendees will learn:

• Integrating loyalty programs with mobile apps: Discover the dynamic benefits and strategies of linking loyalty programs to mobile apps, creating seamless and engaging customer experiences.
• Effective communication through single-channel focus: Learn how focusing loyalty communications through a single channel can amplify impact, reduce costs, and enhance customer engagement.
• Personalization to drive loyalty: Uncover how personalized communications through mobile apps can forge deeper customer relationships, boosting loyalty and driving long-term success.

Bartosz Żochowski

Head of Loyalty & CRM
Decathlon

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As customer expectations continue to rise, providing seamless, efficient, and intuitive digital self-service options has become a critical component of customer experience strategy. CX Network’s Global State of CX 2024 report found that self-service is a top 10 CX trend according to practitioners.

Today’s consumers demand instant access to solutions, and businesses must adapt by offering tools that allow customers to resolve issues on their own terms. Our Global State report found that almost 60 percent of practitioners list ‘demand for convenience’ as the most significant consumer behaviour trend shaping their role in 2024, with 52 percent listing ‘expectation for instant service/ delivery’. From knowledge bases and chatbots to AI-driven support systems, digital self-service is transforming the way companies interact with their customers to meet these demands.

In this session, attendees will explore the growing importance of digital self-service and how it is reshaping the customer journey.

Attendees will learn:

• Designing effective self-service tools: Discover how to create self-service platforms that are intuitive, user-friendly, and capable of resolving customer issues quickly and effectively.
• Leveraging AI and automation for personalized support: Understand the role of AI-powered chatbots and virtual assistants in delivering personalized, real-time support to enhance customer satisfaction.
• Driving customer engagement and loyalty: Learn how a well-executed self-service strategy can improve customer retention, reduce operational costs, and provide insights into customer preferences and behaviors.

In the competitive landscape of mass participation events, delivering a seamless and personalized customer experience is crucial. In this session, Charles Juba, Group Director of Digital & Tech at London Marathon, will share how data quality and customer insights can to drive hyper-personalization and enhance overall customer journeys.

Charles will discuss the key challenges of gathering and utilizing data effectively. He will outline the implementation of a data quality framework aimed at tackling fragmented and incomplete data, enabling a more comprehensive understanding of their customers. By enriching customer profiles through 1st party and third-party data strategies, the organization is working to create deeper insights that inform personalized interactions both online and offline.

The session will also explore how these insights are being used to design cohesive "phygital" (physical + digital) experiences. Attendees will learn how the organisation is on a journey to integrates its digital platforms, including its app and website, with in-person event experiences, personalizing everything from training plans to event-day interactions.

Key takeaways include:

• Improving data quality for effective personalization: Strategies for addressing data fragmentation and enhancing customer profiles to drive better insights and decision-making.
• Leveraging data for hyper-personalized experiences: How the London Marathon Events is starting to explore AI and automation to deliver tailored customer journeys across digital and physical channels.
• Building cohesive phygital experiences: The integration of digital tools with in-person events to create seamless and engaging participant experiences.

Charles Juba

Group Director of Digital and Tech
London Marathon Events

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Organizations are increasingly adopting conversational AI tools to enhance efficiency and both customer and employee experience. In this session, Alejandro Correal, Product Owner for Everyday AI Change and Adoption at Nestlé will share insights into the company’s journey in implementing AI technologies, including internal chatbots, while navigating the complexities of change management and user adoption.

This discussion will highlight the challenges and opportunities of integrating conversational AI in a global organization, focusing on building user confidence and understanding the importance of top-down leadership to encourage adoption. Attendees will learn how Nestlé employs the ADKAR change management methodology to drive adoption, foster a culture of innovation, and create a safe environment for employees to embrace the power of AI tools without fear.

Attendees will learn:

• Driving AI adoption: Strategies for effectively communicating the benefits of conversational AI and transforming employee perceptions from fear to empowerment.
• Navigating security and ethics: Best practices for ensuring responsible AI use, including continuous risk assessments and regular updates to internal guidelines.
• Creating a culture of trust: The importance of leadership in fostering an environment where employees feel safe to experiment with AI, enhancing engagement and driving innovation.

Alejandro Correal

Product Owner, Everyday AI Change & Adoption
Nestlé

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As customer expectations evolve in the fast-paced world of eCommerce, companies like DHL are transforming their customer service operations to deliver faster, more efficient, and personalized experiences. In this session, Natasja Wientjes, Senior Customer Service Director at DHL eCommerce Benelux, will share insights into how DHL eCommerce has implemented AI and automation to streamline customer service, boost agent productivity, and enhance the overall digital customer and employee experience.

This session will explore DHL’s journey from traditional customer service channels like email and phone to implementing live chat and AI-driven solutions. Attendees will learn how DHL has leveraged AI to assist customer service agents with tasks like suggestive typing, automated workflows, and a self-service portal for both shippers and recipients, allowing customers to access 24/7 support and resolve routine inquiries quickly. The discussion will also cover how these innovations free up agents to focus on complex customer needs while reducing overhead costs and increasing customer satisfaction.

Attendees will learn:

• Integrating AI for customer service efficiency: How DHL uses AI to support customer service agents and automate routine inquiries, improving both speed and quality of service.
• Enhancing customer self-service: How DHL’s self-service portals and apps enable shippers and recipients to resolve their own inquiries, leading to greater customer autonomy and satisfaction.
• Driving employee and customer engagement: How DHL maintains high employee engagement and leverages customer feedback to continuously improve service quality and meet evolving customer expectations.

Natasja Wientjes

Senior Customer Service Director
DHL

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