Practitioner Breakouts

WEDNESDAY, MAY 15, 2019

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Wednesday, May 15 | Breakout Session (Round 1)

Time: 3:20 PM - 3:50 PM

Title: Reshaping the VoC Terrain: Driving Change Through Immersion

Audience: B2B, B2C, Experienced: 5-10 years of CX experience

Presenters:
Raj Sivasubramanian, CCXP, CX Insights Manager, Airbnb & Desirree Madison-Biggs, CCXP, CX Design and VoC Programs, Airbnb

Description:
In CX one of the biggest mountains we face is creating a compelling call to action that drives change. Companies today are inundated with data, reports, and analysis about customers. What gets lost is the humanity and genuine enthusiasm from all employees to make decisions primarily based on customer perspective. At Airbnb, we are moving this mountain by breaking the mold on how the voice of the customer comes to life. We are moving away from the familiar terrain of slides and reports to a new frontier of immersion in the world of the customer and the front line. This session will focus on some of the innovative approaches we are taking to expose every employee to the life of our customers, the customer empathy we are creating, and the impact this effort is having on improving the customer experience.
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Wednesday, May 15 | Breakout Session (Round 1)
Time: 3:20 PM - 3:50 PM

Title: Leading through an Experience Crisis

Audience:
B2B, B2C, B2B2C, Advanced: 11+ Years of CX Experience

Presenter:
Ben Lawder, VP Customer Experience, Equifax

Description:

In September 2017, Equifax announced that a massive cyber security breach compromised the personal information of nearly 150 million individuals worldwide. The situation presented an immediate crisis for key stakeholders including B2B customers, B2C customers, employees, and the general public. In this session, you will learn from the global head of CX at Equifax about the 18-month journey to simultaneously transform the customer experience, consumer experience, employee experience, and brand experience. Key topics include creating at enterprise-wide CX strategy, overhauling the approach to CX measurement, and building truly customer-centric culture.

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Wednesday, May 15 | Breakout Session (Round 2)
Time: 4:00 PM - 4:30 PM

Title: Moving Mental Mountains: Refocusing on Insights and Action

Audience:
B2B, Experienced: 5-10 years of CX experience

Presenter:
Erin Hansman, CCXP, PhD, Senior Analyst, SAP

Description:

When a company is used to focusing on numbers, how can you shift the conversation to insights and action? In a PowerPoint-saturated culture, how do you change how people look at data? Join Erin Hansman, CCXP, as they take you through the process of helping executives see the value of 'more than the score' as part of a complete overhaul and redesign of the survey and reporting process for the customer experience program at SAP.



Wednesday, May 15 | Breakout Session (Round 2)
Time: 4:00 PM - 4:30 PM

Title: Creative Problem-Solving Basics

Audience:
 B2B, Entry Level: up to 4 Years of CX Experience

Presenter:
Beth Slazak, Manager of Education and Events, Creative Education Foundation

Description:

If one understands the core principals of creativity and innovation and has a process to follow, surmounting the insurmountable becomes not only possible, but invigorating. With a solid understanding of the Osborn-Parnes process, reaching the peak is just a matter of implementation. Attendees will learn the basics of this model, plus gain a working understanding of their preference in these steps, so that they can capitalize on their strengths and partner with others for fast, easier success. Attendees will leave understanding of the blocks and barriers to innovation, the dynamic balance of divergent and convergent thinking needed in problem solving, and what their preference is in the problem-solving model.




THURSDAY, MAY 16, 2019



Thursday, May 16 | Breakout Session (Round 3)
Time: 11:20 AM - 11:50 AM

Title: Big Data - Small Data

Audience:
B2B, B2B2C, Experienced: 5-10 years of CX experience

Presenter:
Cary Cusumano, CCXP, CX Designer, Verizon

Description:

Many emerging trends now compete for CMO mindshare as businesses are beginning to recognize that customer experience is overtaking product performance as the top driver of brand equity. Big data and predictive analytics account for a sizable portion of this mindshare as they offer the promise of improved returns from targeted selling and propensity to buy. But while big data is proving a strong asset in selling to customers, it is remarkably weak at guiding businesses in serving those customers along their journey. CMOs need to beware the potential hazards of trying to predict future behavior using big data without first understanding what the small data is saying about the past.



Thursday, May 16 | Breakout Session (Round 3)
Time: 11:20 AM - 11:50 AM

Title: From Process-Centric to Customer-Centric

Audience:
B2B2C, Experienced: 5-10 years of CX experience

Presenter:
Sheila March, CCXP, Customer Experience Manager, Ascension Ministry Service Center

Description:
How do you move from process focused to customer focused? Learn how the nation's largest catholic health care system's shared services center embedded customer experience in to their culture and changed the behaviors of our team members and expectations of our customers for the better.