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: How to talk "CFO" like a champ: ROI 101

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

Presenter:
Sharone Goldman, Experience Designer, Spectrum Enterprise

Description:

As customer experience professionals it is our job to advocate for the customer and have empathy for their experience. When the customer journey is shared in the C suite empathy is not often the first reaction. How can we, as CX professionals, better tell our customer's story in a way that resonates with this audience? In this talk attendees will be introduced into key concepts and vocabulary commonly used among top level executives and why they matter to the organization. Connections will be made between company objectives and the customer experience so attendees have a greater understanding of the business ecosystem they work in.




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: How to Engage Your Employees in Your Customer Experience and Innovation Efforts

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

Presenter:
Trish Wethman, Director, Member Experience, Citadel Federal Credit Union

Description:
Your organization's most valuable resource is the employees that represent your brand every day. However, the day-to-day realities of running a business can often cause our employees to be disconnected from customers' true needs and priorities and focused more on simply getting through the interaction, the problem or the day. Reigniting the spark that helps employees link their efforts to the big picture and drives an exceptional customer experience requires a deliberate and thoughtful approach. Employees want to feel that their ideas are heard and that their work is meaningful. My talk will provide a three step approach to helping our employees understand their vital role in our customer experience effort.