15th Customer Experience Summit Brochure by ASOCIACION COLOMBIANA DE CONTACT CENTERS Y BPO ACDECC

eCUSTOMER

The Transformation of Interactions

8th - 9th - 10th

MAY BOGOTÁ BUSINESS CENTER EL CUBO

eCUSTOMER

The The Transformation Transformation of of

Interactions Interactions

During the last 15 years, we have accompanied growth and transformation in the customer-management sector, always seeking to deliver world wide tendencies that allow an understanding of the evolution of the business. That is why, today, aware of this evolution, we understand it as a central element of our CX Summit, where the Customer, as the core of the relationship, seeks diverse points of contact, and all organizations should respond to these points.

This space aims to contribute knowledge to all customer experience environment actors, so they may expand their value offer, based on new technology-supported forms of relating; The True Transformation of Interaction

@acdecc

ACDECC Asociaciรณn Colombiana de Contact Centers y BPO

Specialized WORKSHOPS

TUESDAY MAY 8th

INTERNATIONAL SPEAKERS

8:00 AM TO 5:00 PM

INNOVATION WORKSHOP

01 01

Fast Innovation, from Traditional to Digital Innovation.

PAU GARCÍA-MILA - SPAIN Objective: This workshop focuses on the new type of customer “eCustomer” and its requirements in association to companies through technology. We will address several models and strategies to digitally transform companies that have followed a traditional method of innovation and growth. Topic Content: • Understanding eCustomers: How has the traditional customer changed with the digital revolution? • Working with, and catching the attention of, eCustomers. • Fast Innovation with a Lean-Agile focus: Prototypes of new business models and disposing of unsuccessful models quickly and economically. • Strategies and methods to transform digital businesses.

02 02

HUMAN TALENT WORKSHOP Building & Developing the Work Force in a Digital Age: Multi-Generational Companies.

RACIEL SOSA - MEXICO Objective: To create awareness in the participants to develop an environment of collaboration and synergy of multigenerational companies that sponsor high level organizational execution and innovation. Topic Content: • Multigenerational Companies • Baby Boomers, Generation X, Generation Y, Millennials • Multigenerational Integration • Balance of Control and Reliability • High Execution Level • Sponsoring Innovation • The richness of Generational Diversity

CUSTOMER EXPERIENCE WORKSHOP Customer Experience in the Cognitive Age

JUAN CARLOS ALCAIDE - SPAIN Objective: Cognitive computing consists of providing a more human aspect to artificial intelligence. Knowing and understanding the latest tendencies in customer experience, ranging from the definition of Customer Experience, Digital Transformation, to how to find practical applications in respect to people, processes, and technology. Topic Content: • Customer Experience and Digital Transformation • Digital Experience • The New Generation of Consumers • TDX: Keys of Digital Transformation in Customer Experience • Cognitive Marketing, Keys of the Present and Keys for the Future • Tools

04 04

SALES WORKSHOP MAXIMUM Value for Key Strategic Accounts.

MANUEL NAVAS C. - COLOMBIA Objective: MAXIMUM Value: Through a process of knowing our customer, to discover the way to help it to reach its objectives becoming an ally, learning to develop an account plan, winning or recovering a customer, and generating opportunities in the process. Topic Content: • The Customer’s Business: What is the customer’s business and what objectives does it aim to reach? •Decision Structure: Who makes customer decisions and how? • Competition Analysis: Who are my competitors, and what are their strengths? • Definition of Objectives: What are the customer’s objectives? the ally objectives? our own objectives? • Competitive Strategy: How to compete from my position, for this customer? • Value Offer: With the information from the 5 steps, to create my value offer “70-30” and be ready to gain the opportunity, tender, or key account.

DIGITAL TRANSFORMATION WORKSHOP Understanding & Applying Digital Transformation in your Company.

GABRIEL ALZATE TOBÓN - COLOMBIA Objective: To take known steps and methods to design digital transformation in organizations, through practical exercises that will allow understanding the process for effective implementation in a real company. We will move from theory to practice, making digital transformation a reality in an organization through the GAT model. Topic Content: • Presentation of GAT Digital Transformation • Strategic analytics for decision making and added value in digital transformation • Socialization of methods (Prospective Matrix, Value Funnel, Journey Map, Innovation) • Identifying tendencies and the prospective exercise • Designing a Sustainable Business Models.

OPERATIONS WORKSHOP

Approaching Customer Journey Mapping – Strategies & Tools.

ENRIQUE ROMÁN - ARGENTINA Objective: To understand Customer Experience through several points of contact, using a clear method to effectively approach strategy and implementation of the Customer Journey Map, thus making progress in Customer Experience. Topic Content: Customer Journey Mapping Phases: • To analyze and Prioritize Opportunities in Customer Experience. Where to focus organizational efforts to attain greatest possible impact with available resources? • Understanding Customer Contact Points and Identifying the Customer Journey to be Mapped. • Exploring and Capturing Customer Experience. How to get into our customer’s shoes and live their experience from their perspective? • Mapping and Sharing the Customer Journey. What is the best way to show identified opportunities? How to communicate found potential? • Taking Action to Optimize the Customer Journey. .

SPEAKERS

MITCH LOWE UNITED STATES Global disruptor of the Entertainment Industry, Cofounder of Netflix where he was Vice President of Commercial Development and Strategic Alliances; President of Redbox, a DVD vending machine service; and current President of Moviepass, a subscription-based movie ticketing service. Mitch has multiple personal investments in startups, mainly in entertainment, blockchain, and social space.

PRASHANT SHUKLA UNITED STATES Thought Leadership Research Manager for Accenture. Prashant`s research focuses on thechnology strategy. He brings economic thinking and econometric modeling techniques in his research design to answer business-relevant questions. He is currently focused on technologies related to AI and the Accenture research around exponential IT PhD in Business Strategy from the Beedie School of Business at Simon Fraser University, and Master in Economics from Arizona State University. Shukla has published works in Harvard Business Review Online, Business Horizons, and Strategy and Leadership.

SPEAKERS

SHEP HYKEN UNITED STATES Renowned Customer Experience expert, graduated from the Saint Louis University, Missouri, author of Moments of Magic®, The Loyal Customer, The Cult of the Customer, The Amazement Revolution, and Amaze Every Customer Every Time, Best Sellers of The New York Times, The Wall Street Journal, and USA Today, amongst others. Hyken has been inducted into the National Speakers Association Hall of Fame. Is the creator of The Customer Focus ™, a Customer Experience training program helping clients to develop a customer service culture and a loyalty mentality. He is founder of Shepard Presentations, where he has worked with hundreds of Fortune 100 Customers. His clients include American Airlines, AAA, Anheuser-Busch, AT&T, AETNA, Abbott Laboratories, and American Express, amongst others.

PAU GARCIA-MILA SPAIN Businessman, communicator, and innovation specialist. He received the “Innovator of the Year award” in 2011 from MIT (Massachusetts Institute of Technology) and the “Impulsa Empresa” Award in 2010 from the Prince and Princess of Asturias. Despite his young age, he has been speaker in WOBI, Tecnológico de Monterrey, and ESADE; amongst his customers are Telefónica, Vodafone, Claro, IKEA, HP, EY, and Indra. Garcia-Mila is an outstanding professor in the Digital Business Masters Studies program of the ESADE Business School and member of the IMD (International Institute for Management Development) research team. Born in Barcelona, this entrepreneur founded his first company at 17, which was subsequently acquired by the Spanish, Telefonica Group. Author of: “Esta todo por Hacer”, “Optimismamente”, “Eres un Gran Comunicador” and his latest book “Tienes una Idea” a Best Seller in Spain, Mexico, and the United States.

SPEAKERS

JUAN CARLOS ALCAIDE SPAIN Consultant and specialist in Applied Artificial Intelligence, Service Marketing, Digital Business, Customer Loyalty, and Customer Experience. Sociologist from the Universidad Complutense de Madrid holds Postgraduate Degrees in Marketing, Human Resources, and Management. He is the Founding Director of Consultora MdS – Service Marketing, professor of ESIC, and IE, prestigious business schools; he is Director of Customer Experience Master Studies program of the La Salle IGS Business School. Author/Coauthor of 10 specialized books. He has published articles in reference magazines and generalist media in Spain and Latam. He is member of Thinking Heads and speaker in several countries such as: Spain, Mexico, Guatemala, Dominican Republic, Ecuador, Venezuela, Peru, Costa Rica, El Salvador, Cuba, and Portugal, amongst others.

PEDRO GASCA COLOMBIA General Manager of BBI Colombia S.A.S: TOSTAO, prior to holding this position he had a trajectory of 27 years in Financial Management, Commercial Management, and Customer Service in telecommunication companies such as ETB, BellSouth, and Lylycom Beeper Service. He was On Board Service Director in Avianca for 10 years and Administrative and Purchases Director. He is an Industrial Engineer from the Universidad America, holds a Master’s Degree in Business Administration from the Instituto Empresa España, and is an Entrepreneurial Coach.

SPEAKERS

JUANITA RODRIGUEZ COLOMBIA Vice Minister of Digital Economics, Attorney Specialist in International Business, and Law Applied to Managing Hostilities. Strategy Manager of the Apps.co strategy and Digital Content, Director of Digital Transformation, Director of IT Standards and Architecture in the IT and Communications Ministry where she adopted the Cloud Computing standard for Colombia and attained fiscal benefits for companies that provide these services . She additionally has more than seven years of experience in legal advisory in Tech companies, she was Information and Technology Management Director and Science, Technology, and Innovation Director of the Ministry of Defense where she designed the first National Strategy of Cyber Security. She participated in the creation of the High Technology Corporation for Defense (Codaltec).

RACIEL SOSA MEXICO Coach, Consultant, and Expert in Human Resources. He was Vice President of Leader Development and creator of the training model for the Great Place to WorkÂŽ Institute. For 20 years he was the HR Director of international companies such as Hewlett Packard, Lucent Technologies, and Alcatel Lucent. Holds a degree in Business Administration and postgraduate degree in Organizational Development from the Instituto Tecnologico Autonomo de Mexico (ITAM). He is a speaker of great influence in Spain, Italy, England, Argentina, Chile, Uruguay, Colombia, Venezuela, Peru, Panama, El Salvador, Guatemala, and, Mexico; interacting with specialists and celebrities of various media.

SPEAKERS

MANUEL Navas C. COLOMBIA Expert Consultant in Sales, General Director in MAXIMO, the Commercial Transformation System. He has participated in various sectors of economics such as Commercial Director in companies such as: Xerox, Pedro Gomez, Apotema, Sociedad Portuaria de Buenaventura, Grupo Aval, Coomeva, Arco and other companies and his main contribution is in achieving great commercial challenges with sales forces of 2 to 2000 team members. Navas has implemented his sales transformation system in companies such as Casa Luker, Roche, Shell, BP, Constructora Melendez, Coomeva, Hoteles Estelar, Mapfre, Unilever and others. He is a Business Administrator and Marketing Professor of the Universidad Javeriana, and the Universidad Ulacit of Panama.

MARIA PAULA DUQUE COLOMBIA Vice President of Strategic Affairs and Customer Experience of Avianca Holding S.A, and was Vice Minister of Communications (2002-2005). She is an Attorney from the Universidad de los Andes, holds an MBA from INALDE, and from the Universidad de la Sabana; a Masterâ&#x20AC;&#x2122;s Degree in Communications Management from Strathclyde University, England, and is a Specialist in Public Opinion and Electoral Marketing from the Universidad Javeriana. Duque has held positions in companies such as EPM, Telecom, ETB, and Microsoft, amongst others. In 2003 she obtained an award as one of the 10 outstanding executives in Colombia in the category of the Public Sector.

SPEAKERS

CAROLINA ANGARITA B. COLOMBIA Digital Media and Marketing Expert, journalist from the Universidad Javeriana, graduated with honors with a Masterâ&#x20AC;&#x2122;s Degree in International Journalism from the University of Westminster. Has more than 20 years of experience in the world of communications, she is currently the General Manager in Discovery Networks & Digital Lead for Latin America, the Founder of the Fundacion Conexion Bienestar and former Director of Google in Colombia. She successfully conquered the communications industry in Colombia in national media such as La FM, RCN Radio, and CM&.

NABIL MALOULI FRANCe Vice President of Customer Solutions & Innovation in DHL based in Florida, where he leads the development of innovative logistics projects to support fortune 500 companies in doing businesses throughout the world and develops initiatives associated to ecommerce, digitalization, Big Data, Drones, autonomous vehicles, and robotics. Nabil holds a Masterâ&#x20AC;&#x2122;s Degree in International Commerce from the Montpellier University in France and is a Specialist in the area of ecommerce & logistics. He previously held the position of Director for Latin America, and Pacific Asia in DHL and currently holds the position of advisor and member of the board of high growth startups.

SPEAKERS

ADRIANA CORREA V. COLOMBIA Executive President of Maloka. Journalist and Communicator from the Universidad Pontificia Bolivariana de Medellin, holds an MBA in Business Administration from the CEU University, San Pablo; she is a Specialist in Negotiation and International Affairs from the Universidad de los Andes, and is a specialist in Government, Management, and Public Affairs from the Universidad Externado de Colombia. She was Director of Appropriation of Communication Technologies and Subdirector of Digital Culture in the Ministry of IT and Communications. She has ample experience in public entities such as the Ministry of Culture, Ministry of Foreign Affairs, Bogota City Hall, Israeli Embassy, Colombia, and other private entities. Adriana has over 10 years of experience in topics of culture and transformation.

GABRIEL ALZATE T. COLOMBIA Digital Transformation, Innovation, Marketing, and Digital Strategy Expert. Holds more than 20 years of experience, he is creator of the GAT Digital Transformation Model as well as multiple methods for their implementation. Gabriel is currently the Interactive Management Director in SURA, professor of the Master Studies program of Marketing of the Universidad EAFIT; Graphic Designer, Commercial and Marketing Manager, Marketing Management Specialist and Master in Commercial and Marketing Directorate; he is an international speaker in digital topics.

conferencistas

OSCAR CĂ&#x201C;RDOba COLOMBIA Fox Sports Commentator, Legendary goal keeper of the Seleccion Colombia [National Team of Colombia] and Boca Juniors; former President of the Club Atletico Bucaramanga. Champion of Soccer tournaments in Colombia, Argentina y Turkey, and, internationally, Copa Libertadores, and Copa Intercontinental with Boca Juniors. One of the great figures of Team Colombia, in the qualifying rounds of World Cup USA 94, main player of all games with the record of least scored goal of the rounds.

ENRIQUE ROMAN ARGENTINA Holds a degree in Administration from the Universidad de Buenos Aires, with an MBA from the Universidad de Barcelona. He is a consultant with more than 15 years of experience in technological and digital transformation topics, in companies such as Accenture, PWC, Vantaz Group, and currently an associate International Consultant for Kenwin COPC, Latin America. Specialist in machine learning and Artificial Intelligence in human interaction and business; he has lead various projects in Digital Customer Experience and has assisted processes in Latin America, Europe, and Asia within the Financial, Telecommunications, Entertainment, Technology, and BPO Industries.

LUIS FERNANDO CARROLL COLOMBIA Electric Engineer from the Universidad de los Andes, holds a PhD in Industrial informatics from the INSA, Toulouse, France. Has ample labor experience in national and international companies. He worked for Bouygues Telecom, and Alcatel, France, Mobile Telephony Division. In Colombia he has been part of companies such as Colombia Movil, and Telefonica, and as of 2010, member of the regional team in SABMiller, heading transformation projects in Colombia, Peru, and Ecuador. He was Computing Director of Peru, and since 2017 he is heading the Services and Operations Directorate of ABInBev for Colombia, Peru, and Ecuador.

AGENDA CONGRESS CONFERENCES

WEDNESDAY

MAY 9th

7:30 AM TO 7:00 PM 7:30 a.m. – 8:30 a.m.

Registration and delivery of materials and badges

8:30 a.m. – 9:30 a.m.

Building a Work Team to Achieve Innovative Outcomes Mitch Lowe –Netflix cofounder (United States) Digital Transformation of eCustomers through prompt Innovation

9:30 a.m. – 10:30 a.m.

Pau Garcia-Mila (Spain)

10:30 a.m. – 11:00 a.m. Coffee Break – Visit to Commercial Exhibition 11:00 a.m. – 12:00 p.m.

Hall 1

Hall 2

Building & Developing the Work Force in the Digital Age: Multi-generational Companies.

Automated Environments and Customer Experience

Enrique Roman (Argentina)

Raciel Sosa (Mexico) 12:00 p.m. – 12:45 p.m.

Hall 1

Hall 2

Business Analytics & Reporting Innovation in Contact Centers

Technology with a Human Touch Quality Automation

Francisco Troyano (Argentina)

12:45 a.m. – 2:30 p.m. 2:30 p.m. – 3:30 p.m.

Lunch – Visit to Commercial Samples

Pablo de los Santos (Argentina)