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2014 CXPA Insight Exchange Agenda

CXPA 2014 Insight Exchange

Agenda

The 2014 Insight Exchange agenda is developed by a committee of CXPA members who are committed to bringing the highest quality content to this year’s event.

The agenda will feature special sessions, including:

 

All sessions will take place at the Loews Atlanta Hotel unless otherwise noted; agenda times are subject to change.

Monday, May 12

7:00 p.m. to 8:00 p.m.

Informal Meet-Up

Einstein’s: 1077 Juniper St NE, Atlanta, GA

Join us for a casual gathering on the evening prior to the Insight Exchange. Cash-bar.


Tuesday, May 13

7:30 a.m. to 8:30 a.m.

Networking Breakfast & Vendor Showcase
Mingle, network and talk with leading vendors and colleagues.

Sponsored by:


8:30 a.m. to 9:00 a.m.
Welcome
Karl Sharicz, Manager, Customer Experience, SimplexGrinnell
Diane Magers, Office of the Customer, AT&T Business Services


9:00 a.m. to 9:50 a.m.
Keynote: Oracle’s Customer-Centric Journey
Jeb Dasteel, Senior Vice President and Chief Customer Officer, Oracle
For more than three decades, the Oracle name has been synonymous with the best industrial-strength databases in the world. Ten years ago, the company started pursuing a larger vision – to become the world’s #1 provider of enterprise software. As part of its growth strategy, it embarked on a series of acquisitions that has successfully put Oracle in the leadership position for enterprise software and systems. While integrating PeopleSoft and other companies, Oracle has had to convince customers, who arrive by acquisition, that it is serious about defending their interests.

While Oracle has built its reputation on the strength of its database product, this very success has also bred what many customers feel is an overly aggressive culture. How will Oracle’s style mesh with customers accustomed to dealing with smaller, sometimes more nimble and more collaborative companies?

In this presentation, Mr. Dasteel will share how Oracle undertook a journey to become more customer centric, and more importantly, to make customer centricity part of its DNA. He will share how customer centricity plays out in areas such as sales, service and support, development, marketing and contracting; the impact Oracle customers and Oracle itself are experiencing; lessons learned thus far; and where Oracle is going next in its customer-centricity journey.


9:50 a.m. to 10:35 a.m.
CXPA Update and Brainstorming
Bruce Temkin, Co-Founder & Chair, CXPA & Parrish Arturri, Vice Chair, CXPA
An update on the initiatives underway across the CXPA

10:35 a.m. to 11:00 a.m.
Networking Break & Vendor Showcase
Mingle, network and talk with leading vendors and colleagues.

11:00 a.m. to 12:10 p.m.

Member Show & Tell I

Ready to learn and network with CX professionals at the same time? That's what you'll experience in the two Show & Tell sessions. You'll hear about and discuss a CX approach with the CX professional who has proven it successful. Walk away with ideas you can adapt and use in your company.
  • Voice of the Customer, Customer Insight, and Understanding
    • Customer Advisory Boards: Engaging Customers to Improve Experience
      Caitlin Drake, Sales and One Busey Manager, Busey
    • Closing the Loop: Tools for Issue Resolution & Closed Loop Follow Up
      Erin Wallace, Global Manager, Customer Experience, John Deere
    • Boost Journey Mapping Impact by Combining Research and Workshops
      Jim Tincher, Principal Consultant, Heart of the Customer
    • Customer Journey Mapping 2.0: Take Your Journey Mapping to the Next Level
      Tabitha Dunn, Sr. Director, Customer Insights, Citrix
    • Support Agent Experience Map
      Jennifer Cuthill, Director, Clearworks

  • Customer-Centric Culture
    • Executive Sponsorship VoC Listening Post Methodology - How to Engage Your Senior Executive Team to Become Even More Client-Centric!
      Jeff Valentine, Vice President, Client Experience, Stream Global Services
    • CX Ambassador Program: Utilizing Your Best Customer Advocates to Further Your CX Initiative
      Michelle Morris, Associate Director of Client Experience, Crowe Horwath
    • Engaging Middle Management in Strengthening Customer Relationships
      Lesley Boucher, Managing Director, Pensare Group
    • Customer-Focus Day: Jump-Starting A Customer-Centric Culture
      Drew Hall, Associate, SanDisk

  • Organizational Adoption and Accountability
    • Innovating with Employees: A Simple and Effective Exercise to Gather Insight from the Front Lines of Your Organization
      Nancy Flowers, Vice President of Client Experience, Hagerty
    • Branding Your Customer Programs: Building Credibility and Buy-in for Your Customer Initiatives
      Pat Gibbons, Principal/Senior Vice President, Walker
    • Driving CX Accountability in the Executive Suite
      Pamela Jo Hynes, VP Client Success, Interactive Intelligence

  • Customer Experience Strategy
    • Customer Advisory Panels: Shifting the Enterprise from Traditional Surveys to Integrated Panel Management
      Jeremy Whyte, Senior Director, Customer Feedback and Response, Oracle
    • Educate, Equip, & Empower Employees (E4): A Little Disruption is a Good Thing!
      Kathryn Levine, VP Corporate Marketing and Customer Experience, Blue Cross Blue Shield of Michigan
    • Reaching In-Out-Up: The Most Powerful Method to Develop Strategy and Buy-In
      Jim Rembach, Chief Spokesman, Customer Relationship Metrics
    • Kick Starting Customer Experience Culture
      Kerri Brown, PHR, Director, Customer Experience, SAP Cloud

  • Experience Design, Improvement, and Innovation
    • Mining and Measuring Survey Comments to Drive CX Improvements
      Rhonda Basler, Director, Customer Engagement, Hallmark Business Connections

  • Metrics, Measurement, and ROI
    • Word of Mouth Economics: How to Calculate It, How to Use It
      Greg Tucker, CEO, Tucker & Company
    • Evaluating Customer Feedback on a (Near) Zero Budget
      Louise Wild, Customer Experience, Arizona Public Service (APS)
    • Inside-Out/Outside-In Scorecard
      Sandra Fornasier, Customer Advocacy Director, Ciena Corporation
    • Service Level Assessment Tool
      Stacia Tyner, Customer Experience Manager, Genworth Financial
    • Making CSAT Metrics Make Business Sense
      Karl Sharicz, Manager, Customer Experience, SimplexGrinnell

    12:10 p.m. to 1:00 p.m.

    Keynote: Re-Experiencing Legacy Brands
    Alison Circle, Chief Customer Experience Officer at the Columbus Metropolitan Library

    "Shhhhh!” "Quiet!” "Your books are overdue!” Old ladies with glasses, sensible shoes and buns. Ugh! What a brand image for public libraries to overcome, yet the reality couldn’t be further from the truth. Telling people we’ve changed doesn’t work. Re-defining the customer experience does. Hear how one of the country’s enduring legacy brands – public libraries – is turning expectations and service upside down by changing all the rules. In order to what? In order to stake out a new future in a topsy-turvy world through a reimagined experience.

    1:00 p.m. to 2:00 p.m.
    CX Innovation Awards Lunch

    Be the first to hear the winners of the 2014 CX Innovation Awards during a luncheon presentation.


    2:00 p.m. to 2:45 p.m.

    Breakout Session

    • Accelerating the Customer Experience Program at Thomson Reuters
      Nicole Gagnon, Sr. Director, Customer Experience & Insight, Thomson Reuters
      The Customer Excellence initiative within the Tax & Accounting division of Thomson Reuters was launched in late 2012, and the CX team spent 2013 activating the program with customers, employees and executives. Learn about the CX team successes and recommendations for accelerating their program in 2014.

      CX program elements to be discussed:
      • Gaining and keeping executive support
      • Gaining faster Insights from customer survey feedback
      • Better understanding what customers are already saying through text analytics
      • Closing the loop with customers across seven businesses
      • Teaching CX skills like customer journey mapping to employees
      • Keeping everyone up-to-date on program activities: employees, executives and customers
      • Acting on customer feedback by designing improved customer experiences
      • Recognizing and rewarding employees for customer-centric behaviors
      • Connecting all employees (including executives) to the CX initiative
      • Showing financial benefits of CX initiative
      • Marketing your CX program


    • Initiating a Lasting Initiative
      Donna Peeples, Chief Customer Experience Officer, American International Group (AIG)
      The customer experience in insurance is unique from any other industry, as it tends to be a feel-bad product, and with that unique challenges are presented. AIG realized this demands a disciplined focus on the customer ─ an approach where standardization is not exclusive of customization and personalization. The company is now fostering an enterprise-wide customer-centric culture, developing numerous strategies and tools to change how not only customers are treated, but employees as well.

    • Community Selected Sponsor Presentation
      Transforming the Customer Experience: A New Model for Achieving Breakthrough Results
      Joe Wheeler, Executive Director, The Service Profit Chain Institute
      SPCI’s presentation introduces a new approach to customer experience implementation that addresses these key questions:

      1. How do you get and keep executive involvement and ownership for the CX implementation plan?
      2. What can you do right away that will move the needle on your customer satisfaction or NPS results?
      3. How do you determine the financial gain to be achieved from improving the experience in a way that everyone can understand what is at stake?
      4. How to ensure clear accountability across functions for delivering improvements so the top 5 things customers are complaining about this quarter are not the same 5 things they are complaining about next quarter.
      5. How do you simultaneous achieve important incremental improvements while also driving innovation in your business model?
      6. How do you align the culture to deliver on the brand promise consistently across channels?

      Through engaging case examples, this presentation provides insights, frameworks and tactics that will improve the quality of any organization’s customer experience implementation efforts.

    2:45 p.m. to 3:00 p.m.
    Break

    3:00 p.m. to 3:45 p.m.
    Breakout Session
    • Telling Your Customer Experience Stories
      David Shapiro, Vice President Member Experience, UnitedHealth Group
      You already know the story you want to tell your organization, but equally important is how you tell that story. This presentation will provide you with five tips and tools to better tell your story, whether you are trying to sell a new idea, report on results of past initiatives, or communicate your overall customer experience vision and strategy.

    • B2B Customer Journey Mapping - What You Want to Know Before You Get Started!
      Michelle Morris, Associate Director of Client Experience, Crowe Horwath
      Customer journey mapping is getting a lot of press these days and a lot of it is for B2C companies. Is there value in journey mapping for B2B companies? How does it work? What can you do with it? If you’re just getting started on journey mapping, and are wondering what it is, how to start, how it can benefit your company, and of course what not to do ─ this session is for you! Learn about the journey mapping process, benefits, things to avoid, and lessons learned in B2B journey mapping at Crowe Horwath, an accounting and tax professional services firm. The results of the map have and continue to provide actionable insights and strategic direction for the firm.

    • Community Selected Sponsor Presentation
      How To Build and Sustain a Customer-Centric Culture
      Kate Feather, Executive Vice President, PeopleMetrics
      This session is aimed at helping CX professionals gain control of the most elusive of CX disciplines: building and sustaining a customer-centric culture. While most companies are measuring the customer experience – in one form or another – they are often challenged by the ability to measure and diagnose the cultural aspects of the employee experience that are interfering with or supporting their CX goals. In this vendor session, you will be presented with the results of original research on customer centric culture and its impact on the customer experience. The content will include the definition of organizational culture and how it differs from employee engagement, an introduction to the proven dimensions of a customer centric culture, highlights from the CX culture navigator benchmark study, and an example roadmap for cultural change.

    3:45 p.m. to 4:10 p.m.

    Networking Break & Vendor Showcase
    Mingle, network and talk with leading vendors and colleagues.


    4:10 p.m. to 5:00 p.m.

    M2M Unwound Sharing

    Come together with fellow CX professionals for these focused, open forum sessions to discuss in depth the hottest ideas in CX. In this energetic session, ideas will be brainstormed, feedback will be given and connections will be made. Attendees can participate in multiple topic discussions and will leave the session full of ideas on how to translate the latest innovations into real ideas for their organization.

     

    • Shaping Your CX: From Strategy, to Design, to Delivery
      • Erik Long, Principal, ZS Associates
    • Shaping Your CX: From Strategy, to Design, to Delivery
      • Anna Tockman, Member/Provider Experience Manager, UCare
    • Organizational Adoption with Customer Centric Culture
      • Megan Burns, Principal Analyst, Customer Experience, Forrester
    • Organizational Adoption with Customer Centric Culture
      • Mara Bain, Chief Experience Officer, Western National Experience
    • Developing Customer-Focused Metrics to Drive Your Customer Experience (B2C)
      • Jack Mackey, Vice President Sales/Chief Evangelist, SMG
    • Developing Customer-Focused Metrics to Drive Your Customer Experience (B2B)
      • Jim Tincher, Principal Consultant, Heart of the Customer


    6:00 p.m. to 8:00 p.m.

    Networking Reception
    Enjoy music, appetizers and drinks while networking in a picturesque setting at the Greystone at Piedmont Park ─ walking distance to the hotel. Situated on Lake Clara Meer in the heart of Atlanta, this will be an event you won't want to miss.

    Wednesday, May 14

    7:30 a.m. to 8:30 a.m.
    Networking Breakfast & Vendor Showcase
    Mingle, network and talk with leading vendors and colleagues.

    8:30 a.m. to 8:50 a.m.
    Welcome Back

    8:50 a.m. to 9:40 a.m.
    Keynote: Building a Customer-Centered Service Culture
    Bob Johnson, President – Sprint Retail and Chief Service and Information Technology Officer, Sprint
    Sprint offers wireless and wireline communications services bringing mobility to consumers, businesses and government users. Customer expectations are at an all-time high, so we are focused on providing a faster and easier service experience – regardless of whether the customer visits a store, shops online or calls one of Sprint’s Care centers. Devices are better, yet more complex, and demands for higher voice quality and data continue to rise. Through it all, their goal is to meet customer expectations and to ensure they are loyal, satisfied and willing to recommend Sprint’s service.


    9:40 a.m. to 10:50 a.m.

    Member Show & Tell II

    Ready to learn and network with CX professionals at the same time? That's what you'll experience in the two Show & Tell sessions. You'll hear about and discuss a CX approach with the CX professional who has proven it successful. Walk away with ideas you can adapt and use in your company.
    • Voice of the Customer, Customer Insight, and Understanding
      • Customer Advisory Boards: Engaging Customers to Improve Experience
        Caitlin Drake, Sales and One Busey Manager, Busey
      • Checklist for Creating a Customer Advisory Board
        Jennifer Cuthill, Consultant, Clearworks
      • Creating Nurture Programs to Enhance Your Customers’ Experiences
        Melissa Perez, Marketing Specialist, SAS
      • Boost Journey Mapping Impact by Combining Research and Workshops
        Jim Tincher, Principal Consultant, Heart of the Customer
      • Customer Journey Mapping 2.0: Take Your Journey Mapping to the Next Level
        Tabitha Dunn, Sr. Director, Customer Insights, Citrix
      • Touchpoint Inventory Tool: A Detailed Look at Gathering Your Customer Touchpoints
        Jeannie Walters, Principal, 360Connext

    • Customer-Centric Culture
      • CX Ambassador Program: Utilizing Your Best Customer Advocates to Further Your CX Initiative
        Michelle Morris, Associate Director of Client Experience, Crowe Horwath
      • Engaging Middle Management in Strengthening Customer Relationships
        Lesley Boucher, Managing Director, Pensare Group
      • Customer-Focus Day: Jump-Starting A Customer-Centric Culture
        Drew Hall, Associate, SanDisk

    • Organizational Adoption and Accountability
      • Branding Your Customer Programs: Building Credibility and Buy-in for Your Customer Initiatives
        Pat Gibbons, Principal/Senior Vice President, Walker
      • Influencing Change in a Non-CX Driven Culture
        Laura Balentyne, Manager, Customer Experience, Interactive Intelligence, Inc.

    • Customer Experience Strategy
      • Customer Advisory Panels: Shifting the Enterprise from Traditional Surveys to Integrated Panel Management
        Jeremy Whyte, Senior Director, Customer Feedback and Response, Oracle
      • Reaching In-Out-Up: The Most Powerful Method to Develop Strategy and Buy-In
        Jim Rembach, Chief Spokesman, Customer Relationship Metrics
      • Kick Starting Customer Experience Culture
        Kerri Brown, PHR, Director, Customer Experience, SAP Cloud

    • Experience Design, Improvement, and Innovation
      • Mining and Measuring Survey Comments to Drive CX Improvements
        Rhonda Basler, Director, Customer Engagement, Hallmark Business Connections

    • Metrics, Measurement, and ROI
      • Word of Mouth Economics: How to Calculate It, How to Use It
        Greg Tucker, CEO, Tucker & Company
      • Evaluating Customer Feedback on a (Near) Zero Budget
        Louise Wild, Customer Experience, Arizona Public Service (APS)
      • Inside-Out/Outside-In Scorecard
        Sandra Fornasier, Customer Advocacy Director, Ciena Corporation
      • Making CSAT Metrics Make Business Sense
        Karl Sharicz, Manager, Customer Experience, SimplexGrinnell
      • Response Rates: A Game of Inches and Every Little Helps
        Kate Woodcock, Director, Customer Experience, VMWare

      10:50 a.m. to 11:15 a.m.Networking Break and Vendor ShowcaseMingle, network and talk with leading vendors and colleagues.

       

      11:15 a.m. to 12:00 p.m.


      Breakout Sessions
      • One Journey Over Time: A Simple Lesson for Us All
        Julie Foster, Director, Merchandising Strategy, The Home Depot
        In a world filled with ever-increasing technology, are we really listening to our customers or just using gadgets for the sake of using new gadgets? Come listen to a true story about one couple and their shopping journey over the last 50 years. You just might be surprised to see what The Home Depot learned after stopping and asking the customer what they wanted. You’ll be even more surprised by what was actually done with the information.
      • "Three E’s” to Transform Culture into One That is Customer-Focused
        Reginald Chatman, Director, SanDisk
        Transforming an organization into a customer-focused one is a challenge for many companies. But this journey – built around the "Three Es” of Educate, Engage and Empower – can be executed in a methodical fashion that will pay off in the end.

        Educate employees about what customers think about your company and products by broadly reporting feedback. Engage employees by encouraging them to come up with ideas and to contribute to projects that move the needle on key customer metrics. Empower both front-line and back office employees to perform every day in a manner that enhances customer experience.

        Transforming culture will not be an easy journey but it is critical to the success of any effort to radically improve customer experience.
      • From VoC to Vo’X’: Widening your lens for customer experience excellenceTitle
        Erik Long, Principal, ZS Associates
        Will Carter, Manager, ZS Associates
        Community Selected Sponsor Presentation
        Customer experience leaders are increasingly tasked with a myriad of problems. From identifying the customer touch points that matter most, to engaging their organizations to take action, to demonstrating the value of CX. A critical success factor for many of these challenges is designing and managing an effective Voice of Customer (VoC) program to uncover the critical and necessary customer insights to drive CX transformation across the organization. In this session, you will learn about advances in the design, implementation and management of world-class VoC programs in complex environments, including many B2B situations, in which channel partners, strategic alliances and more must be considered. You will hear how companies are moving to a newer, broader Vo’X’ ecosystem, in which CX leaders are designing a range of listening posts and programs to capture insights and deliver the experience across a broader set of touch points.

      12:00 p.m. to 1:15 p.m.


      CX Executive Roundtable Luncheon

      • Moderator: Bruce Temkin, Managing Partner, Temkin Group
      • Karyn Furstman, Vice President, Customer Experience, Safeco Insurance
      • Kathryn Levine, VP Corporate Marketing and Customer Experience, Blue Cross Blue Shield of Michigan
      • George Patterson, Global VP Customer Experience & Continuous Improvement, NCR Corporation
      During lunch, Bruce Temkin will lead a panel discussion with CX leaders during which they will discuss their current roles, the professional path that led to their role, and what it takes to be a successful CX leader. This will be an informal session open for Q&A from the audience.

      1:15 p.m. to 2:15 p.m.Rapid Innovation Showcase
      • Personality Matters - Improve Interactions and Outcomes
      • Scott Cotter, Vice President, Marketing, Mattersight
        Each individual has different expectations and behaviors. Each employee has different strengths and weaknesses handling different types of callers. The success of a given customer interaction is often determined by which employee handles that interaction, and how well their competencies and behaviors align with the specific caller’s personality and communication style. You have probably experienced that connection – or lack of one – in your own sales and service interactions. Personality matters.

        What if each time a customer called into your call center they were paired with an agent who complemented their unique personality and their own specific needs? Mattersight’s data shows that a good connection increases the likelihood of a sale or retention, higher CSAT score, shorter call time and better customer experience. In this session, we’ll share the data and explain how to leverage personality to improve outcomes and business results without retaining and no process changes.
      • Improving Customer Experience Through Better Sales Execution
      • Deirdre Sommerkamp, Director, Strategic Services, Qvidian, Inc.
        Qvidian helps its customers close the gap between strategy and sales execution. In today’s environment, the role the sales organization plays is more critical. Visibility into customer touch points and aligning those touch points to the needs of customers and buyers has never been more important. Learn how we’re improving customer experience through better sales execution.
      • Technological Augmentation of Physical Experiences
      • Chris Livaudais, Associate Creative Director - Experience & Service Design, InReality
        While eCommerce is all the rage, most sales still take place in traditional brick-and-mortar, and a number of studies indicate that physical retail stores are more important than ever to many types of customers.

        InReality Associate Creative Director – Experience and Service Design, Chris Livaudais, will outline a process of designing new integrated and seamless experiences for retail spaces, and their benefits to customers, retail sales associates and brands. He will provide a real world example of one such experience solution that is moving the needle for an upscale challenger brand. Additionally, he will explore frameworks built for even more forward thinking innovation.
      • 3 Lessons from an NPS Pioneer
        Brian Andrews, Founder, LoyaltyRocks
        In March 2003, Intuit became the first public company to embrace and launch NPS. Brian Andrews (@LoyaltyRocks), a former Vice President, Customer Experience & Business Excellence and leader of Intuit's cross-company NPS community, will share insights from his ten years as a customer loyalty champion and transformational leader. Brian, a member of the CXPA Board of Directors, will highlight three important lessons and describe how Intuit was inspired by other loyalty leaders such as Apple, Verizon, Charles Schwab, Pixar and Cancer Treatment Centers of America.
      • The Future of Customer Experience
        Jack Ruane, Regional Director, SDL
        SDL’s customers are looking to understand each of their customer’s experiences and use that data to reinforce their brand message. At SDL it’s their job to provide them with technology that simplifies that process. They’ve changed their message to provide a clear vision and five guiding truths for the company and their customers to share on their own journeys.

        In seven minutes learn how this can be replicated in any industry simply by understanding the personas organizations need to reach and messages that your company wants to deliver.
      • CX and Organizational Experience
      • Dan Bentz, Vice President, Solutions Strategy, Universal Mind
        Experiences in the realm of CX are core components to identifying, building and supporting your ecosystem. However, far too often organizations stop short of seeing the full impact of an experience ecosystem, staying only in the realm of the Customer Experience and associated projects.

        The Customer Experience is not meant to stand alone.

        How do you drive the Customer Experiences into the organization? Do you take the time to recognize and document the internal experiences? Do you link those together? How is your organization impacted? How do you design or redesign your organization toward your strategic experiences?

        This session will help you expand what to do with those experiences by explaining and highlighting this very simple formula:
        Customer Experience (CX) + internal experience (IX) = organizational experience (OX)

        Designing toward the OX is considered organizational architecture (OA). Join this session to discuss and find out more.

      • Using Analytics to Prioritize Customer Outreach Efforts
      • Rick McElory, Systems Engineer, SAS Institute Inc.
        SAS is the world’s leading provider of software for business analytics. Customers use its software to better serve their customers and SAS uses that same software to better serve them.

        The Loyalty team at SAS helps customers make the most of their experience with its products. Recently, SAS innovated its approach to prioritizing outreach efforts to customers. A statistical model was built to predict the likelihood of customers cancelling product licenses, and implemented a process for our customer advocates to prioritize their outreach based on the customers’ needs, as predicted by the model.

        With this approach, customers who need more attention get more attention, without knowing that a model was used to identify them. From their point of view, SAS simply reached out at the right time. Any organization that maintains a historical record of their customers' activity can use this same approach. This session will highlight key accomplishments in the rollout of this new process.

      2:15 p.m. to 2:45 p.m.Closing Remarks


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