The launch of our first CX Marketing Summit, to be held on March 15 2018 at the Victoria Park Plaza, London, follows on from the success of our flagship Customer Engagement Summit now in its seventh year, and firmly established as Europe’s premier customer and employee engagement event.
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Research shows that the marketing function is playing an increasingly important role in customer experience as advances in technology enable greater customer understanding and insight, allowing organisations to increasingly personalise and tailor their offering to ever more demanding and proactive customers.
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THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
WHAT TO EXPECT
2018 SEMINAR STREAMS
Our case study and high level networking driven CX Marketing Summit will examine in detail the key issues, challenges and opportunities facing the marketing community against a background of rapid advances in technologies – from Advanced Analytics and Biometrics through to Virtual and Augmented Reality, Robotics and Artificial Intelligence.
1. CX Analytics for Marketing
These constantly evolving technologies are allowing organisations to take an increasingly holistic view of their customers across the enterprise while at the same time facilitating the delivery personalised offerings and co-creation opportunities to further enhance the CX.
3. CX Strategy & Innovation
Research shows that the marketing function is playing an increasingly important role in CX as advances in technology enable greater customer understanding and insight, allowing organisations to increasingly personalise and tailor their offering to ever more demanding and proactive customers.
5. The Multichannel Customer Journey Part Two
2. The Multichannel Customer Journey Part One
4. Customer and Employee Experience Across the Enterprise
6. Digital Transformation 7. Artificial Intelligence, IOT and Robotics
The CX Marketing Summit will feature the latest networking and engagement technologies designed to allow delegates to back to their organisations armed with all the tools, strategies and techniques they need to deliver successful CX strategies over the long term for sustainable competitive advantage.
8. Voice of the Customer 9. Customer Loyalty and Personalisation
As well as this, we’ll have a strong focus on the impending GDPR regulation and how this will affect you in terms of how you communicate with your customers and how you can prepare your organisation to be 'GDPR ready' by May 2018.
10. Customer Data & Intelligence including GDPR
QUICK FACTS:
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KEYNOTES SPEAKERS 01932 506 300 (press 1)
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tickets@ebm.media
ROUNDTABLES
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CxMarketingSummit.com
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
SPEAKERS
Sue Stoneman
Guy Johnson
Wally Brill
Steve Kato-Spyrou
Stephanie Lee
Dylan Bourguignon
Gerry Brown
Julian Poulter
CEO NKD
Head of Data Governance Marks & Spencer
Senior Persona Designer Google Adecco
UX Architect John Lewis
Marketing Manager P C Henderson Limited
CEO So-Sure
Research Director IDC
Research Director Gartner
Rachel Carrell
Cameron Worth
Jeremy Nicholson
Nyasha Pitt
Andy Peart
Malcolm McDonald
Rumyana Miteva
Darren George
CEO Korukids
Founder Sharpend: The Agency of Things
Digital Marketing Specialist Allen Brothers
Head of Communications AnchorCert
Chief Marketing & Strategy Officer Artificial Solutions
Professor of Marketing Cranfield University School of Management
Head of Search Secret Escapes
European CX NPS Insights Manager Samsung
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
SPEAKERS
Gagandeep Gadri
Denise Law
Michel Koch
Darrell Murphy
Anna Wilcox
Machaela Shepherd
Gustavo Imhof
Vice President Capgemini Consulting
Head of Strategic Product Development The Economist
Former CEO Time Inc UK
Director of Training and Health and Safety St Giles Hotel Group
Head of Customer Experience BUPA
Customer Experience Senior Manager BUPA
Customer Experience Manager Hermes
Giuseppe Caltabiano
Ansi Deniz
Manuela Pifani
Adam Jeacock
Chris Insall
Nick Worth
Jonathan Armstrong
Content Marketing Executive, Keynote Speaker & Writer Scorch Agency
Senior Head of Digital Experience Turkcell
Group Director of Customer Experience Kingfisher
Head of Marketing and Business Development Smith & Ouzman
Customer Communications Manager Virgin Holidays
CMO Selligent Marketing Cloud
Partner Cordery
Frank Burnett-Alleyne
Ranjan Hasan
Claire Sporton
Jamie Thorpe
Sales Director UK Artificial Solutions
Sales Director UK Artificial Solutions
SVP - CX Innovation Confirmit
Commercial Director Customer Experience Kantar TNS
AGENDA SUMMARY
PLENARY KEYNOTES 09:00
09:05
Chair’s Introduction: Martin Hill-Wilson, Founder, Brainfood Consulting The Role of Marketing in the CX Julian Poulter, Research Director, Gartner
09:25
09:45
GDPR Fake News Live: Separating the Facts from the Fiction Jonathan Armstrong, Partner, Cordery Compliance Loyalty Deciphered: How Emotions Drive Genuine Engagement Gagandeep Gadri, Vice President, Capgemini Consulting
10:25
Market Segmentation: The Bedrock of Profitable Customer Experience Malcolm McDonald, Professor of Marketing, Cranfield University School of Management Coffee and Networking
FOCUS GROUPS 11:00 12:00
Putting Conversational AI at The Heart of Your Digital Transformation Journey Ranjan Hasan, Artificial Solutions
14:00 15:00
Delivering Frictionless Customer Engagement with Conversational AI Frank Burnett-Alleyne, Artificial Solutions
HALL 2
HALL 1 10:55
10:05
Chair’s Introduction: Martin Hill-Wilson, Founder, Brainfood Consulting
10:55
Chair’s Introduction: Helen Wilson, Chief Marketing and Communications Officer, IPSOS Loyalty
DIGITAL TRANSFORMATION
CX ANALYTICS FOR MARKETING 11:00 Secret Escapes Case Study: Digital Advertising in the Machine Age Rumyana Miteva, Head of Search, Secret Escapes
11:00
Growing Through Self-Disruption Michel Koch, Former CMO, Time Inc UK
11:20 Disruption, Destruction or Indifference? Chris Hall, Commercial Director, Network Research
11:20
Medallia Case Studies: How Eurostar and Electrolux Transformed Their Business with Digital Voice of Customer Rachel Lane, Digital Solutions Principal, Medallia
11:40 Is Marketing Adopting a CX Orientation? IDC Market Research with European Marketers Reveals Surprising Truths Gerry Brown, Research Director, IDC
11:40
Smith & Ouzman Case Study: Digital Transformation – Why Hasn’t Paper Been Killed off and What Does our Digital Future Look Like Adam Jeacock, Head of Marketing and Business Development, Smith & Ouzman
12:00 Virgin Holidays Case Study: Helping Customers to Seize the Holiday Chris Insall, Customer Communications Manager, Virgin Holidays
12:00
Are Friends Electric? Marketing and Branding in the Age of Alexa, Siri, Cortana, and the Google Assistant Wally Brill, Senior Persona Designer, Google Adecco
12:20 Marketing Today: Why Does This all Seem so Hard? Nick Worth, CMO, Selligent Marketing Cloud
12:20
Using Conversational AI to Deliver the Ultimate Experience Andy Peart, Chief Marketing & Strategy Officer, Artificial Solutions
12:40 Bupa Case Study: Getting the Experience Right, by Design Anna Wilcox, Head of Customer Experience & Machaela Shepherd, Customer Experience Senior Manager, Bupa
12:40
How Consumer Brands are Embracing the Internet of Things… Cameron Worth, Founder, SharpEnd: The Agency of Things
13:00 Lunch
13:00
Lunch
ARTIFICIAL INTELLIGENCE, IOT AND ROBOTICS
THE MULTICHANNEL CUSTOMER JOURNEY PART ONE
VOICE OF THE CUSTOMER
CX STRATEGY & INNOVATION 14:00 Koru Kids Case Study: Childcare – The Last Frontier of Service Design Rachel Carrell, CEO, Koru Kids
14:00
P C Henderson Case Study: Improving Customer Experience in a Complex Market Stephanie Lee, Marketing Manager, P C Henderson
14:20 Winning in the Age of Experience Jamie Thorpe, Commercial Director – Customer Experience, Kantar TNS
14:20
The Survey is Dead… A Survival Guide for CX Claire Sporton, SVP – CX Innovation, Confirmit
14:40 So-Sure Case Study: Technology and CX – Keeping it Human Dylan Bourguignon, CEO, So-Sure
14:40
Hermes Case Study: Harnessing The Real Power of Your VOC Gustavo Imhof, Customer Experience Manager, Hermes
CUSTOMER LOYALTY AND PERSONALISATION
CUSTOMER AND EMPLOYEE EXPERIENCE ACROSS THE ENTERPRISE 15:00
John Lewis Case Study: Using Service Design To Break Down Business Silos Steve Kato-Spyrou, UX Architect, John Lewis
15:00
Allen Brothers Case Study: Embrace Obstacles, Gild Your Lily Jeremy Nicholson, Digital Marketing Specialist, Allen Brothers
15:20
Game Changing CX – Built from the Inside Out Sue Stoneman, CEO, NKD Jamie Thorpe, Commercial Director – Customer Experience, Kantar TNS
15:20
How Psychology Can Improve Design and Content Marketing Giuseppe Caltabiano, Chief Strategist, Scorch Agency
15:40
Panel Discussion Steve Kato-Spyrou, Sue Stoneman & Manuela Pifani, Group Director of Customer Experience, Kingfisher
15:40
St Giles Hotel Group Case Study: Customer Engagement Through Employee Choice, Delivering The St Giles Experience Darrell Murphy, Director of Training and Health and Safety, St Giles Hotel Group
16:00
Coffee & Networking Break
16:00
Coffee & Networking Break
Marks & Spencer Case Study: Will the General Data Protection Regulation Enable a Data Aware Mindset? Guy Johnson, Head of Data Governance, Marks & Spencer
CUSTOMER DATA & INTELLIGENCE INCLUDING GDPR
THE MULTICHANNEL CUSTOMER JOURNEY PART TWO 16:30
The Economist Case Study: The Evolution of Product Development Denise Law, Head of Strategic Product Development, The Economist
16:30
16:50
Stop Thinking Channels and Start Thinking Journeys Rob Janes, Sales Director, Thunderhead
16:50
Samsung Case Study: The Era of the Omnipresent Experience Darren George, European CX Insight Manager, Samsung
17:10
AnchorCert Group Case Study: Changing Perceptions to Change Fortunes… Nyasha Pitt, Head of Communications, AnchorCert
17:10
Panel Discussion Guy Johnson & Darren George
17:30
Drinks & Networking
17:30
Drinks & Networking
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - PLENARY KEYNOTES 09:0009:05
CHAIR’S INTRODUCTION:
09:0509:25
The Role of Marketing in the CX
Jonathan was recently ranked as the 14th most influential figure in data security worldwide by Onalytica in their 2016 Data Security Top 100 Influencers and Brands Survey. Jonathan qualified as a lawyer in the UK in 1991 and has focused on technology, risk and governance matters for more than 20 years.
Martin Hill-Wilson, Founder, Brainfood Consulting
Julian Poulter, Research Director, Gartner
09:4510:05
Loyalty Deciphered: How Emotions Drive Genuine Engagement Gagandeep Gadri, Vice President, Capgemini Consulting Did you know that 70% of consumers with high emotional engagement are willing to spend up to two times or more on brands they are loyal to? Are your customers as loyal as you think they are? What do consumers really want from a brand? In this presentation, Gagandeep will explore what loyalty means today, how emotions drive loyalty and what you can do to build closer emotional connections with consumers.
In this keynote Julian Poulter, Research Director at Gartner, looks at who is responsible for CX, is this marketing? If it is marketing, what are their responsibilities, what CX projects should they work on, what are the benefits that could result and what are some of the challenges facing them?
BIOG Julian’s keynote is based on recent research by Gartner surveying CMOs and other senior leaders about customer experience.
Gagandeep is Vice President and Head of Capgemini Consulting’s UK Customer Experience and Analytics practice. He has over 20 years of multichannel consulting experience from around the world. He works with organisations to improve their customer experience through implementing analytics, improved customer service, compelling loyalty and marketing solutions driving higher sales and better service to customers.
BIOG A sales and marketing professional with 30+ years of experience in IT sales & marketing, management and consulting. Extensive knowledge and experience of enterprise software sales in many sectors including business intelligence, data warehousing, CRM, content marketing and marketing automation. Involved in helping many start-ups and lean businesses get going in the UK.
09:2509:45
GDPR Fake News Live: Separating the Facts from the Fiction Jonathan Armstrong, Partner, Cordery GDPR is today’s hot topic. But among the facts there is plenty of GDPR fiction. GDPR fake news is sweeping the nation. In this talk Jonathan will continue the fight against a modern evil putting the sword to some of the most common items of GDPR fake news.
10:0510:25
Market Segmentation: The Bedrock of Profitable Customer Experience Malcolm McDonald, Professor of Marketing, Cranfield University School of Management Blockchain; augmented reality; predictive analytics; robotics; artificial intelligence; voice biometrics; technologies for GDPR etcetera will only ever deliver value if your segmentation is correct. As Mark Ritson of LBS said: “Marketers who mistake Millennials for segments need a new job”
BIOG Jonathan is a Partner with London based law firm Cordery. An acknowledged expert on data protection, his practice includes advising multinational companies and their lawyers on matters involving data, marketing, risk, compliance and technology across Europe. He has handled legal matters in more than 60 countries. In addition to being a lawyer, Jonathan is a Fellow of The Chartered Institute of Marketing. He has spoken at conferences on these issues in the USA, Brazil, China, Vietnam, Singapore and across Europe. Jonathan has counselled a range of clients on breach prevention, mitigation and response. The Cordery team have been at the forefront of advising on the introduction of the new General Data Protection Regulation (GDPR) and the issues with data transfer after the Schrems case, the collapse of Safe Harbor and the issues with Privacy Shield. They have designed Cordery’s GDPR Navigator tool to assist GDPR compliance and assessment – GDPR Navigator is used by leading multinationals to assess their customer engagement strategy postGDPR.
One of the major problems with the whole customer experience movement is that, without great care, suppliers often end up achieving only an average level of customer satisfaction across the whole market, given that in any market there will always be at least ten needs‐based segments exhibiting different attitudes and behaviours. Even worse, if this is the case, reputation and profitability are also damaged. This keynote will briefly summarise Cranfield research that spells out the marketing factors that have been shown to lead to long term profitability and will set this firmly within the context of the overall conference theme. In particular, this keynote will spell out a process for linking customer experience strategies to sales and profit growth.
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - PLENARY KEYNOTES BIOG Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc. He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia. He has written forty four books, including the best seller “Marketing Plans; how to prepare them; how to use them”, which has sold over half a million copies worldwide. Hundreds of his papers have been published. Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. In 2006 he was listed in the UK’s Top Ten Business Consultants by the Times.
10:2510:55
Coffee and Networking
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 1 10:5511:00
CHAIR’S INTRODUCTION:
11:2011:40
Martin Hill-Wilson, Founder, Brainfood Consulting
BIOG Chris has over 20 years research experience in senior roles within agencies and clients. He’s worked across various sectors, ranging from media and advertising, to retail and hospitality to financial services and healthcare. At Network Research, Chris heads up a team of professionals who work with client partners to improve customer loyalty and profitability by measuring and improving the customer experience. With the ever increasing focus on listening to customers and acting on feedback, Chris and his team work with brands such as TSB, Molson Coors and Allianz to deliver insights that make a real difference to business performance. Chris will be revealing newly published research on the appeal of Disrupter brands and the threat or opportunities this presents to more established brands. Chris is a “Nonchalant Disrupter”. Attend his session to find out how disruptive he is!
Even service organisations that consider themselves advanced in their omni-channel capabilities face the barrier of internal silos and competing agendas. This remains a strategic weakness in terms of real time responsiveness.
CX ANALYTICS FOR MARKETING Secret Escapes Case Study: Digital Advertising in the Machine Age Rumyana Miteva, Head of Search, Secret Escapes Today’s empowered consumers are more demanding and impatient than ever before, and expect assistive experiences. Learn how machine learning is enabling travel businesses such as Secret Escapes to meet those expectations, while saving time and improving performance.
BIOG As Head of Search at Secret Escapes, Rumyana has a deep understanding of the current Paid and Organic search ecosystem. With over 8 years of experience in Digital Marketing she has worked for various brands and managed a portfolio of over a billion keywords. She decided to pursue a career in Performance Marketing because it is constantly evolving, which makes it equally appealing and challenging. Rumyana is a regular conference speaker and a judge at the UK Biddable Awards.
Chris Hall, Commercial Director, Network Research Disruptor brands are driving innovation in technology and customer value across various sectors. New research from Network Research shares a new segmentation model that demonstrates that no brand, sector or business model is safe from the threat of disruption. Yet by understanding attitudes as well as demographics, the right targeting strategies can be put in place to get maximum impact from marketing budgets to fight off a disruptor brand.
Martin is a leading customer engagement and digital business strategist and also an author and international keynote speaker. Working under his own brand, Brainfood Consulting, he designs masterclasses and transformational change helping clients evolve their social and digital capabilities. Current topics include omni-channel design, proactive, low effort customer experience, social customer service and customer hubs. All themed around service innovation.
11:0011:20
Disruption, Destruction or Indifference?
11:4012:00
Is Marketing Adopting a CX Orientation? IDC Market Research with European Marketers Reveals Surprising Truths Gerry Brown, Research Director, IDC Marketing Departments traditionally have a branding, lead generation and conversion culture. Marketing’s switch towards a more nurturing service‐driven CX orientation is much discussed, but what is the promise of CX? And is this pivot happening in practice? If so, how quickly? Attend this session to benchmark your marketing operations’ sharing of CX data and digital tools with Sales and Service, CX measurement, digital transformation and more.
BIOG Gerry has 10 years’ experience as a senior analyst and consultant in customer-oriented enterprise applications and services. His research coverage for IDC includes enterprise collaboration, digital transformation, customer experience, customer communications and cross-channel engagement. Previously Gerry was a senior analyst for Ovum, where he specialised in digital marketing technologies, and at Bloor Research where he focused on analytics, performance management and CRM. For seven years Gerry was a lecturer for the UK’s Chartered Institute of Marketing (CIM) on its Masters-level course in strategic marketing management. Earlier in his career Gerry was Marketing Director at Hyperion and MicroStrategy and founded three research and consulting agencies advising hi-tech companies. Gerry is a CIM Fellow, has a Diploma in Marketing postgraduate qualification, and a BA Hons Business Studies degree from Sheffield Hallam University. Follow him on Twitter: @gerrybrown
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 1 THE MULTICHANNEL CUSTOMER JOURNEY 12:0012:20
12:4013:00
Virgin Holidays Case Study: Helping Customers to Seize the Holiday
BIOG
BIOG
Chris is the Customer Communications Manager at Virgin Holidays with a strong background in customer experience gained across the publishing and package holiday industries. With over 10 years’ experience in Email Marketing, Analytics, and Customer Relationship Management, Chris is passionate about enhancing the customer experience and has most recently led the overhaul of the Virgin Holidays Pre Departure customer journey.
Anna is an established marketing professional with over 15 years’ experience in a wide range of sectors from the motor trade, pharmacy, and most recently within health care. Anna has worked for Bupa since 2009, initially managing the marketing activity across the 300 Bupa care homes. Then in 2013 she turned her attention to the Bupa UK Health Insurance business and over time this responsibility widened to include their Health Clinics and Dental Centres. Despite her passion for marketing, she found she really wanted to make a difference for the customer.
Marketing Today: Why Does This all Seem so Hard?
So when the opportunity for a new challenge arose she grabbed it with both hands. She now heads up the newly formed customer experience team within Bupa. This role really lends itself to her first love – which is to lead and inspire people and teams to achieve their potential and deliver outstanding results for an organisation.
Nick Worth, CMO, Selligent Marketing Cloud 20 years ago, the future seemed bright for marketers. With new capabilities in technology and digital, it seemed like marketing would get easier, not harder. Hear from Nick Worth, CMO, Selligent Marketing Cloud on why the progress we’ve made has fallen short of consumer expectations and what marketers can do about it. With more data comes more responsibility, so which area of your CX should you be focusing on?
Machaela is an established business to business sales leader with over 16 experience years at Bupa. At Bupa Machaela initially worked within the SME sales channel, but in 2010 she turned her attention to Corporate sales where she successful led a department with a portfolio of 980 clients and a net worth of 95 million. In 2017 Machaela’s passion for the customer led her to take on a new challenge and move into the newly formed customer experience team at Bupa. Machaela now uses her expertise with B2B clients and intermediaries to improve the Bupa experience for these key customers.
BIOG Nick Worth has more than two decades of experience as a marketing and strategy leader in the US and Europe. Nick joined the Selligent Executive Advisory Board in 2013, and became company’s first Chief Marketing Officer a year later. In this position, he architects global go-to-market activities. Nick began his career in market research and then moved to a global management consultancy, where he specialised in B2B marketing. Forsaking massive PowerPoint decks for entrepreneurship, Nick’s next role was as a founder and President of Schematic, an interactive agency that grew from three people in a Santa Monica coffee shop to $100mm leader in digital marketing and multi-platform services design during his tenure. Schematic was acquired by WPP in 2007, and was the largest agency merged into POSSIBLE, WPP’s flagship digital agency.
Anna Wilcox, Head of Customer Experience & Machaela Shepherd, Customer Experience Senior Manager, Bupa Bupa UK has over 32,000 employees supporting over 5 million customers with their health, care and wellbeing needs. But how can thousands of employees deliver consistently the Bupa brand promise without a compelling vision of what, from the customers’ viewpoint, great looks like? Great customer experiences are designed close to the customer, with customers, and with colleagues who are close to customers. Anna and Machaela have recently worked with over 150 customers and employees to co‐create the target experience for the treatment and renewals journeys. They will walk through a simple, practical, step by step guide of how to “get the experience right by design”.
Chris Insall, Customer Communications Manager, Virgin Holidays Understand how Virgin Holidays in 2016 began the journey to transform the experience that their customers received post purchase and the challenges raised when looking to implement this. Learn how Virgin Holidays developed a customer centric programme designed to increase anticipation whilst also decreasing anxiety…all with that famous Virgin twist.
12:2012:40
Bupa Case Study: Getting the Experience Right, by Design
13:0014:00
Lunch and Networking
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 1 CX STRATEGY & INNOVATION 14:0014:20
14:4015:00
Koru Kids Case Study: Childcare – The Last Frontier of Service Design
Technology and CX – Keeping it Human Dylan Bourguignon, CEO, So-Sure Dylan will look at how CX should drive technology choices and the challenges of marketing technology to the consumer.
BIOG
Rachel Carrell, CEO, Koru Kids
Investor turned entrepreneur, Dylan was in strategy consulting and private equity before he left his job to rethink insurance for the consumers’ benefit. Frustrated by the insurance sector’s focus on profits rather than consumer needs, Dylan launched so-sure to disrupt the stagnant insurance industry and provide customers with better and up to 80% cheaper insurance.
Within product marketing in recent years there’s been a real emphasis on digital product, especially apps. This can sometimes be over‐generalised so that there’s an assumption that the answer to everything is an app, and that an app solves all market needs. But is an app really the most important element of a product roadmap? In childcare, the market is so broken and inefficient that a digital solution is insufficient to give customers what they want. We’ve had to shift from a ‘product design’ mentality to a ‘service design’ mentality. This hasn’t always been easy – our investors, employees and service providers have had to shift with us. However our growth and success has all come from making this mindset change.
Dylan has an MBA from Harvard, and co-founded Growth 365 for Grant Thornton.
CUSTOMER AND EMPLOYEE EXPERIENCE ACROSS THE ENTERPRISE
BIOG I am the CEO of KoruKids, building the world’s best childcare service. Previously I was CEO of DrThom, a healthcare company which I grew to 1.3 million paying users in 3 countries.
14:2014:40
Winning in the Age of Experience
15:0015:20
John Lewis Case Study: Using Service Design To Break Down Business Silos Steve Kato-Spyrou, UX Architect, John Lewis
Jamie Thorpe, Commercial Director – Customer Experience, Kantar TNS
BIOG
My presentation will be about what service design is, where it can fit into organisations and the employee skill sets needed to execute service design to improve both employee engagement the cx. I will explore exactly why service design breaks down internal business silos across the enterprise, from a theoretical and practical point of view. I will reveal how John Lewis have started to apply the practice, with a couple of case studies (primary focus on assisted employee/customer gifting), as no one service design project is the same. Finally I will reveal all the pitfalls I have fallen into in my service design career, with specific focus on doing service design for the benefit of both people and customers in large companies.
Jamie is a CX, Research and Engagement professional with over 22 years industry experience and expertise. Having worked directly with clients for the duration of his career he prides himself on developing solutions with them to meet their needs and drive actionable intelligence into the business. Jamie recognises the growing need for brands to be connected with customers and very aware of the customer realisation of their own value. These elements, when blended with the technologically advanced world in which we now live and the fickle, impatient customer of today, make the customer agenda more important than ever.
Steve is helping develop (and enabling the development of) a content strategy that will utilise John Lewis’s USP’s. He has also designed the components for the componentisation the John Lewis and Sky.com sites, in order to create a consistent customer experience and drive production efficiencies. Steve’s current passion is creating ways to facilitate leadership level workshops, in order to push things forward and not just create circular debates.
At a time when experiences are the key point of differentiation, companies that win are those that close the gap between their brand promise and the experience they actually deliver to their customers. In this session Kantar TNS will talk through trends in CX and a unique new approach to brand promise & customer experience benchmarking to stay ahead of the competition and achieve long‐term growth.
BIOG
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 1 15:2015:40
Game Changing CX – Built from the Inside Out
Creating a game‐changing CX strategy and programme is challenging enough. Getting everyone in the organisation to understand it, own it, feel energised by it AND deliver it is a whole different ball game. That takes an extraordinary employee experience. So, how do you find the vital fuel to turn your great CX intentions into great CX actions? This is just the challenge we love – fuelling organisations with the EX and CX to activate moments that matter for their people and their customers. In this session Sue Stoneman, CEO, NKD and Jamie Thorpe, Customer Experience Director, Kantar TNS outline their pioneering joined‐up approach. Want to find out how to join the CX and EX dots?
15:4016:00
16:3016:50
The Economist Case Study: The Evolution of Product Development Denise Law, Head of Strategic Product Development, The Economist As part of its mission to reach, acquire and retain more subscribers, The Economist is investing heavily in its consumer‐facing digital products. Learn how the 175‐year‐old publication is using customer research, rapid prototyping and lean techniques to help drive product development and innovation.
BIOG
BIOG
Sue has over 25 years experience leading large-scale transformational change and performance improvement initiatives in forward thinking, service orientated, global organisations. She has held Board and SVP positions in Sales & Marketing, Customer Service and Human Resources in blue chip, global organisations including British Airways, RAC , Barclays Bank and Le Meridien Hotels. She combines a strong academic background with a proven ability to deliver sustainable commercial results through an obsession for employee and customer engagement. For the last 11 years she has run three successful businesses, one of which is NKD – a creative, brand internalisation agency that designs bespoke brand engagement and customer experience initiatives for some of the largest brands in the world.
Denise Law is a journalist turned product development manager. She currently oversees a strategic initiative at The Economist aimed at accelerating the development of its website, apps and newsletters—with an eye towards turbocharging subscriptions growth. She joined The Economist in 2015 to expand and manage its editorial social media department. Under her leadership, The Economist’s social media following increased 25%, with traffic via third-party channels up by more than 50%. The team’s efforts have been regularly cited in trade press as a prime example of how social media can be used effectively to increase awareness, build engagement and help drive subscriptions.
Panel Discussion Steve Kato-Spyrou, UX Architect, John Lewis Manuela Pifani, Group Director of Customer Experience, Kingfisher Sue Stoneman, CEO, NKD Manuela Pifani is a multi-award winning executive business leader in Customer Experience and Strategy, with a strong track record of transforming CX for the large international organisations she has worked for during her corporate career, which include Kingfisher, Direct Line Group, Royal Bank of Scotland and Barclays. Now working under her own brand, CXellence Consulting, Manuela focuses on helping other companies and CX leaders achieve success through customer experience excellence. Having walked in their shoes, Manuela understands the challenges and issues CX leaders face and the ups and downs of that journey, as well as the value opportunities and success factors. Leveraging this hands-on business-side experience and know-how, as well as tested CX frameworks and solutions, Manuela offers a broad range of CX services specifically tailored to the needs and priorities of her clients – spanning from strategic consulting to tactical projects, from executive mentoring to engagements at corporate or public events.
16:0016:30
THE MULTICHANNEL CUSTOMER JOURNEY PART TWO
Sue Stoneman, CEO, NKD & Jamie Thorpe, Commercial Director – Customer Experience, Kantar TNS
Coffee and Networking
16:5017:10
Stop Thinking Channels and Start Thinking Journeys Rob Janes, Sales Director, Thunderhead Customers don’t think in channels businesses do. They don’t think about how they are communicating with a brand; they talk to them how, when and wherever they see fit. Yet many businesses continue to focus on optimising specific channels, falling short of expectations because they focus on the needs of the brand, not the needs of the customer. It’s reached a crisis point as brands are being disrupted by digital‐native competitors and customer expectations explode across multiplying touchpoints. Sound familiar? Only by thinking beyond channels and using actionable journey insight can you start to truly engage with your customers and build stronger customer relationships that last a lifetime. Join Thunderhead as we uncover why current approaches are falling short and explore the concept of intent‐driven customer journeys with some examples of how a few forward‐thinking brands have figured it out.
BIOG Rob Janes is Sales Director at Thunderhead, responsible for UK & Ireland. With over 18 years of enterprise sales experience working for companies such as Salesforce, Symantec and HP, Rob engages closely with Brands helping them to digitally transform their business to achieve improved customer satisfaction, retention and acquisition.
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 1 17:1017:30
AnchorCert Group Case Study: Changing Perceptions to Change Fortunes… Nyasha Pitt, Head of Communications, AnchorCert All fine jewellery sold on the UK High Street must bear the hallmark of one of the four remaining Assay Offices, in either London, Birmingham, Sheffield or Edinburgh. These institutions, either created through an Act of Statute or Parliament, are steeped in history and heritage. 250 years on from its creation, the AnchorCert Group still hallmarks in Birmingham, as well as in 6 other UK sites and, since 2016, in Mumbai, India. Though still dedicated to the practice of testing the purity of precious metal, Birmingham is the most diverse and largest Assay Office. The Group now also includes a consumer product safety testing laboratory, gemmological laboratory, jewellery valuations and retail‐focused training academy. Join Head of Communications, Nyasha Pitt, as she discusses the challenges of changing perceptions to positively challenge customer interactions, touch points and journeys across five operating divisions and two continents.
BIOG Nyasha is a creative, commercial marketer with more than two decades marketing communications and PR experience, across diverse industries and sectors. She has worked both in agency and inhouse supporting well-known B2B and B2C brands including the AnchorCert Group (including Assay Office Birmingham), Weston Beamor – The Creative Jewellery Group, The London Taxi Company (now LEVC), Butlins, National Express and English Heritage. She also provides content for trade magazines and blogs through her marketing consultancy, Living Content. Nyasha is passionate about self-development, mentoring and volunteering. As well as delivering social media training on behalf of AnchorCert Academy, Nyasha also provides digital training to entrepreneurs as an Adviser Member of Enterprise Nation and gives motivational talks to those in higher education. Nyasha is a Girls’ Network mentor, Midlands Ambassador for the Women’s Jewellery Network and Vice-Chair at Warwick Students Union.
17:30
Drinks and Networking Party
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 2 10:5511:00
CHAIR’S INTRODUCTION: Helen Wilson, Chief Marketing and Communications Officer, IPSOs Loyalty
11:2011:40
•
Rachel Lane, Digital Solutions Principal, Medallia Join Rachel Lane to find out how Digital Voice of Customer can drive business results and really make an impact. Rachel will demonstrate how you can better understand your customers and guide you in prioritising investments towards transforming your company into a customer centric organisation. In this session, Rachel will take you through real life customer success stories from Eurostar, the high‐speed railway service & Electrolux, a leading global appliance company. Find out how they leveraged a Digital VoC program to discover previously unknown information about online visitors, get a definitive breakdown of their online personas, identify the different needs for different users and leverage this intel to optimise conversion rates and increase revenues
I’m about: • •
Medallia Case Studies: How Eurostar and Electrolux Transformed Their Business with Digital Voice of Customer
Creating and building great client relationships Customer experience management, satisfaction, loyalty/employee relationship management, engagement … call it what you will Helping clients build even better customer and employee relationships – by understanding what they need to focus on, the impact of so doing, with the ultimate goal of improving business performance
BIOG Rachel is a Digital Solutions Principal at Medallia, specialising in Digital Transformation Strategic Consulting, Customer Experience Management Strategic Consulting and Customer Retention and Sales Improvement. For the last 10 years Rachel has worked on large scale omnichannel CX programmes across major banks, telco’s and financial services, helping companies evolve their CX strategies across the organisation in order to achieve success.
DIGITAL TRANSFORMATION 11:0011:20
Growing Through Self-Disruption Michel Koch, Former CMO, TIME Inc UK How can your business grow when your core business model is disrupted? Where to start when it comes to exploring new revenue streams, leveraging data and digital to hack growth and extend brand engagement and reach? In this session, Michel Koch, former CMO at TIME Inc UK, will illustrate with real‐life examples how a business can challenge their own norms and start exploring adjacent markets and create new, sustainable business models whilst keeping your brand DNA intact.
BIOG Michel is an e-commerce and multichannel expert with 25 years’ experience in digital. After having played a pioneering role as head of new media at Sony Music Europe in the early 90’s, he has fulfilled several senior executive positions in French and international B2C and B2B multichannel companies (including Bertelsmann, Manutan International, Quelle, Conrad Electronics, and Camaïeu). Michel relocated to the UK in early 2013 to join Marks & Spencer to develop their cross-border sales and capabilities, and supported the omni-channel strategy of leading electronics retailer Maplin Electronics as eCommerce Director. More recently, he led the company wide marketing transformation of media giant TIME Inc in the UK as interim CMO. As an interim eCommerce and digital CMO, Michel works with private equity firms, investors and retail organisations willing to undertake « Digital » and «Omnichannel» transformation projects.
11:4012:00
Smith & Ouzman Case Study: Digital Transformation – Why Hasn’t Paper Been Killed off and What Does our Digital Future Look Like Adam Jeacock, Head of Marketing and Business Development, Smith & Ouzman After reading a paper marketing magazine, I sat on a train and proceeded to digitalise my thoughts, carefully typing my ideas into my laptop, my paper train ticket and paper passport beside it, and it got me thinking about Digital Transformation – why was the train ticket still paper? I had just read about the latest digital challenges, flat smart phone sales, poor ROI on social media spend, online advert blocking technology, GDPR and data breaches and back to the train ticket. Is it certain that digital will continue to displace the physical? Why is a passport still paper? What about education certificates, voting documents, legal case notes, health records, financial records, payslips, pension statements and embassy documents? I couldn’t access any of my own digital records on the train journey because my 4G kept dropping out, I read a paper magazine and typed digital ideas. Looking around the carriage, many others were acting in a similar way, writing ideas in a note book whilst adjusting a spreadsheet. Maybe, instead of thinking about physical and digital as competing formats, are we entering a phase where we need to make it as easy as possible to integrate our physical and digital worlds? What does this mean for digital transformation strategies? What are the current challenges with digital transformation? Why is digital more advantageous for some documents than others? How might the physical world and digital world integrate more in the future? This is the subject of my talk.
BIOG Adam is a document security expert, spending the majority of his early career working in fraud and counterfeit prevention technology for passports and banknotes. A qualified lean six sigma practitioner and technical project manager, he now specialises in software solutions for the management and verification of secure and sensitive documents, supporting; financial, legal, HR, education, retail and government markets.
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 2 This presentation looks at the problems in developing conversational applications including a lack of training data, scarce developer resources and the complexities of multi‐lingual applications and looks at how several global enterprises have overcome them to deliver the online experience their customers’ desire.
ARTIFICIAL INTELLIGENCE, IOT AND ROBOTICS 12:0012:20
Are Friends Electric? Marketing and Branding in the Age of Alexa, Siri, Cortana, and the Google Assistant
BIOG Andy Peart is CMSO of Artificial Solutions, an international business that “Makes Technology Think,” believing that people should be able to interact with technology intelligently, using their own voice, in their own terminology and across whatever channel they choose. Using a form of AI called Natural Language Interaction (NLI), Artificial Solutions allows people to talk to applications, websites and devices in a human like, intelligent and conversational way. Its Teneo platform enables non-specialists to rapidly build and deploy enterprise strength, conversational applications and deliver customer insight and personalisation using conversational data. Andy has over 25 years marketing experience within the IT and natural language industry, successfully helping build innovative, technology driven organisations.
Wally Brill, Senior Persona Designer, Google Adecco With Alexa, Cortana, SIRI, and The Google Assistant becoming mainstream, enterprises around the world are understanding that voice‐first technology is a big opportunity for customer contact. But how will my brand be represented? What does my brand sound like? I’ve been embroiled in the debate about how much personality is too much personality for systems and devices that speak to us for twenty years. There have long been two camps. On one side there are those who feel the machine should be… well, machine‐like. Then there are those who believe, as I do, that whatever the voice, people will create a clear picture of who they’re speaking with within a couple of seconds and that they’ll be more successful in their interactions if the system is highly conversational and very natural. Given that we ascribe a variety of attributes to the voice we hear, we need to accept that the voices we interact with will simply become more and more natural and, when driven by AI, surprisingly engaging. That raises a number of questions. • How will we select the voice to be appropriate for a wide ranging demographic and a broad remit? • How anthropomorphic is just too much? • Is there really an “Uncanny Valley”?
12:4013:00
BIOG
BIOG
Previously a music producer in the US and UK, Wally’s fascination with voice interaction began in 1999 at Nuance Communications where, as Director of Persona Design and Production he created the process for designing, testing and developing branded, humanlike personas for enterprises and governments worldwide. He co-founded the first VUI consultancy, VoicePartners, in 2002 to deliver speech recognition systems designed around user needs and brand values. As Director of Global Self Service for eBay, he led a team on three continents assisting millions of eBay members daily. And now as Senior Persona Designer for Adecco at Google, he helps bring the future of persona for AI “home”.
Using Conversational AI to Deliver the Ultimate Experience Andy Peart, Chief Marketing & Strategy Officer, Artificial Solutions For too long, customer service has been relegated to a formulaic question‐and‐answer scenario that rarely leaves the customer satisfied and often doesn’t solve the problem at hand. Conversational AI technology is about to change this, allowing you to reimagine the engagement process, even in the most basic of customer transactions, and collect valuable data that can inform future interactions. But building intelligent conversational applications isn’t easy. The subtle way we understand each other regardless of how we express it, is extremely difficult to recreate artificially – but a fundamental building block of AI.
Cameron Worth, Founder, SharpEnd: The Agency of Things Many brands are betting big on the IoT as they look to create new types of connections with their consumers. Hear from Cameron, founder of the first Internet of Things agency SharpEnd (io.tt), as he cuts through the hype and explores how IoT can re‐energise brands in new and innovative ways. SharpEnd works with some of the leading global brands including Pernod Ricard, Nestlé, Unilever and Estée Lauder.
Let’s explore…
12:2012:40
How Consumer Brands are Embracing the Internet of Things…
Have built startups. Have repositioned agencies (and networks) around new tech opportunities. Combined both areas to start SharpEnd and provide brands with a useful innovation partner focused on the ‘Internet of Things’.
13:0014:00
Lunch and Networking
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 2 BIOG
VOICE OF THE CUSTOMER 14:0014:20
P C Henderson Case Study: Improving Customer Experience in a Complex Market Stephanie Lee, Marketing Manager, P C Henderson Learn how a modern day manufacturer in a complex market overcame some major challenges in order to transform its digital marketing strategy with a customer centric approach. Faced with a broad set of target markets and a multi‐layered product range with vast amounts of technical data, it was important that P C Henderson took on a strong inbound methodology approach. P C Henderson focused on the tools, resources and content needed in order to make customers lives easier and reduce difficulties faced in the buying process. Stephanie Lee takes you through the manufacturer’s journey in a simple step by step approach – including a new e‐commerce website, a new product segmentation strategy, a rebrand and a strong focus on video content marketing.
BIOG Experienced marketing professional delivering online communications for a global manufacturer to both UK and international markets. Skilled in implementing a targeted approach to deliver marketing methods to effectively reach, engage and convert.
14:2014:40
Claire Sporton is Senior Vice President, Customer Experience Innovation at Confirmit. In this role, she focuses on ensuring that Confirmit provides the technology and expertise that organisations need to build a truly customer centric culture, breaking down silos and empowering individuals to do the right thing for customers, internal teams and of course, the bottom line. Claire has 20 years’ experience in working closely with organisations in listening to the voice of their customers, employees and partners to drive business innovation and sustainable growth. She was instrumental in the development of Confirmit Voices, an engagement model which provides an end to end approach to the Voice of the Customer.
The Survey is Dead… A Survival Guide for CX Claire Sporton, SVP – CX Innovation, Confirmit Everyone is sick of surveys – and for good reason. It’s hard to buy so much as a cup of coffee without receiving a survey about it, and customers just don’t believe you’re really listening. Honestly, are your surveys really driving change in your organisation? Exactly. CX teams need to look at the implications of this situation for their programmes. In this discussion, Claire Sporton, SVP CX Innovations at Confirmit will tackle this problem head on. She’ll cover ways to identify sources of insight that don’t involve sending yet more surveys to customers, helping to overcome dwindling response rates. She will also look at the importance of text analytics category models that will help you make sense of unstructured feedback, whatever the source. In this discussion, you’ll learn: 1. How to ensure that your CX programme does not “die” along with the traditional survey 2. Clear steps to ensure that your programme becomes a lean, mean change machine that triggers real business benefits 3. Ways to kick‐start your thinking on feedback capture options which are more palatable for your customers but deliver the insight that you need
With a background in Psychology and Systemic Management, Claire has specialised in the application of these disciplines within a business environment to drive a better understanding between organisations and their customers; drive process improvement; build customer centric cultures and fundamentally ensure sustainable long term growth and profitability. Claire has 20 years’ experience in customer service and customer experience developing and implementing customer experience programmes within the financial services sector.
14:4015:00
Hermes Case Study: Harnessing The Real Power of Your VOC Gustavo Imhof, Customer Experience Manager, Hermes Businesses buy into VOC solutions to understand where they are with their Customer Experience. However most programmes fail to hit the mark. Going beyond just the KPI you report to your stakeholders is key to make the most of your programme and actually drive enhancements in your customer experience. Come and hear about some of the ways Hermes has been harnessing CX data to build momentum around CX by going beyond just monthly reporting and scores to functional leaders.
BIOG I specialise business transformation and growth through a customer experience-driven agenda, supporting operational enhancements driven by customer feedback and experience design. I harness in my function skills gained through experiences in academia, content writing, agency and client-side roles. In the World’s Top 0.3% for Customer Experience, 0.5% for CRM and Customer Services, 0.8% for Public Speaking and 1.5% for Market Research. (Klout, January 2nd 2018).
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 2 CUSTOMER LOYALTY AND PERSONALISATION
15:4016:00
St Giles Hotel Group Case Study: Customer Engagement Through Employee Choice, Delivering The St Giles Experience Darrell Murphy, Director of Training and Health and Safety, St Giles Hotel Group
15:0015:20
Allen Brothers Case Study: Embrace Obstacles, Gild Your Lily
St Giles Hotels are fairly unique. Even though we are a global Hotel Group (albeit small) we retain a more personal, family type vibe which has grown to become one of our unique selling points. We are aware of our faults, yet our customers return time and time again, bringing friends and family with them. Family becomes our key word – all our guests, whatever the reason they choose to stay with us, are members of a family and when they stay at St Giles, they want this to be their home from home. They become a part of the St Giles Family, like we do through our chosen work.
Jeremy Nicholson, Digital Marketing Specialist, Allen Brothers Digital marketing is particularly suited to iterative development in pursuit of marginal gains. However, there is a tendency to channel activity along linear, tech driven paths. It is easy to allow culture to override industry knowledge. Good marketing makes it easier for customers to buy, without the cost of overreaching market expectations and offering solutions no‐one has asked for. Sometimes industry knowledge sets what appear to be barriers, but can become, in effect, a framework of lessons learned, which can be used to inform the development of an appropriate strategy and its tactical implementation. Recognising how to challenge obstacles and decide what should and should not be hard limits, then using those you decide to keep requires creativity, fed by measurement and analysis. In his presentation, Jeremy Nicholson gives a real world case study of how a perceived obstacle was turned into a strategic benefit driving growth and profitability.
Being able to engage with our guests in a way that makes them feel a part of St Giles to us is like how we engage with our family and friends; we deliver service to staff first, so that they can deliver that to our guests. We operate individually so each Hotel has the independence to make the best decisions for it and its respective guests. By encouraging staff to be the very best version of themselves every day, it is they who inspire our guests creating memories that last far beyond check out.
BIOG 35 years in Sales, Marketing, Advertising, Account Management and Business Development. Specialist in DigitalMarketing, delivering ROI.
15:2015:40
We are a part of community, local, national and global and we impact upon people’s lives every day. Whether that be through our Hotels with Heart initiative or through extending breakfast hours when the clocks go forward – we aim to have a positive effect. Sometimes we don’t get it right, but we have the integrity to hold our hands up, apologise and take the right action. We don’t want our guests to ‘stay at St Giles’, we want them to have a ‘St Giles Experience’. That is what my presentation is about today.
How Psychology Can Improve Design and Content Marketing Giuseppe Caltabiano, Chief Strategist, Scorch Agency This session explores how to apply principles of psychology to design and content marketing and maximise visitors’ attention. Why do content hub visitors behave the way they do? What can drive readers’ behaviour and facilitate content consumption? And what does it look like to design a content hub without considering users’ psychology? The session will explore some principles of psychology (Elaboration Likelihood Model, Fogg’s Behavioral Model, Cialdini’s principles of Persuasion) with practical examples and best practices and how to apply them while you design your site, app or content hub. As a marketer or web designer, you want to understand psychological principles whether you work on an existing site to make it more intuitive or build a digital experience aligned with how users take decisions.
BIOG Giuseppe is a highly-talented Global Marketing exec with 20+ years’ success spearheading instrumental B2B & B2C operations. As a renowned Content Marketing Speaker and Writer, he has achieved an essential place among the 2017 Top 25 Masters of Multichannel Marketing and was voted as one of 2016’s most influential European B2B marketers by software company Traackr. Giuseppe is currently Chief Strategist at Scorch, the worldwide renowned content marketing agency. Furthermore, he is a creative strategist with a passion for advising top global brands to produce world-class content and digital marketing strategies, including Schneider Electric, Cisco, Generali, Virgin Media, Capgemini, Motability, Du and many more. Giuseppe has an MBA from Milan’s SDA Bocconi School of Management and is trained on Mergers & Acquisitions at the London Business School. He currently lives in London.
BIOG Life and career coaching, personal growth and development, training and workshops.
16:0016:30
Coffee and Networking
CUSTOMER DATA & INTELLIGENCE INCLUDING GDPR
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - HALL 2 16:3016:50
Marks & Spencer Case Study: Will the General Data Protection Regulation Enable a Data Aware Mindset?
Panel Discussion
17:30
Drinks and Networking Party
Guy Johnson & Darren George
Guy Johnson, Head of Data Governance, Marks & Spencer Data is enabling retailers to build stronger and more informed connections with their customers and colleagues. The success of these relationships are predicated on trust by the individual that the business will use their data responsibly. The presentation explores if GDPR provides a useful framework for retailers to build the trust in how it uses personal data to build trust.
BIOG Senior and experienced Business and IT Leader with an excellent track record of delivering Information Strategy and Global Programmes which drive commercial value. Combines strong leadership with solid interpersonal skills and a customer focus. As a strategic thinker works across both the Business and IT domains to identify where information and technology enable the business strategy. Recent experience includes delivery of complex global programmes, leading an Analytics Centre of Excellence and driving Business Information strategy for a major retailer.
16:5017:10
17:1017:30
Samsung Case Study: The Era of the Omnipresent Experience Darren George, European CX Insight Manager, Samsung In today’s omnichannel world, consumers have an almost infinite number of ways with which to interact with brands and they expect excellent service across every single one of them. In order to deliver the best possible experience, Samsung is constantly striving to better understand our customers, the things that affect them and to be available to them at any time, wherever they may be. We also recognise that we need to support our customers over their lifetime with us more effectively, across a multitude of categories and very often, in fast‐paced developing eco‐systems, such as the smart home. We must ensure we are present and active on the right channels, in the right ways and are devoting the right level of resources to underpin best in class customer experience. Come and hear how consumer insights are at the forefront of understanding many of these challenges, in helping to guide decision making in the ever changing and evolving world of the omnipresent experience.
BIOG Customer journey insights discovery a passion, within a number of different environments both in store and online. Sectors beyond these where I have had focus over the last decade include FMCG, Retail, Finance and anything related to Tech-Auto-Smart convergence. B2B and B2C. Direct involvement and analysis of Advanced Analytics including Optimisation, Segmentation, Conjoint (adaptive and choice), MaxDiff Scaling. Market Research experience broad covering Brand & Communications, New Product & Concept Development, Stakeholder Management (Employee, Customer & Supply Chain). Other skills, Business Development, International Market Research. Strategic Planning and Marketing and Loyalty/ Customer Experience.
THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
AGENDA - FOCUS GROUPS SESSION TIME: 11.00 – 12.00
SESSION TIME: 14.00 – 15.00
Putting Conversational AI at the Heart of Your Digital Transformation Journey
Delivering Frictionless Customer Engagement with Conversational AI
Customer engagement is a key driver for digital transformation, yet it is a continuing struggle for many organisations. All too often, in an attempt to drive efficiencies, organisations turn to automated channels, but by ignoring a few simple rules, they end up delivering faceless environments that fail to impress and don’t connect with the customer. Many companies have implemented mobile apps, simple virtual assistants and chatbots in an attempt to resolve pain points, but these are frequently nothing more than FAQ systems with a speech enabled front-end. They don’t deliver the capable, conversational intelligence to develop a sense of loyalty in the customer, and the business learns nothing from the interaction. This roundtable will explore where conversational AI fits into your digital transformation strategy and discuss tactics to ensure it delivers the customer experience you, and your customers, demand.
Personalised yet large-scale customer engagement has long been the thorn in the side of enterprise. Driven by the competitive need to offer a personal service to their entire customer base, but at the same time maintain bottom line budgets, many businesses are turning to Artificial Intelligence (AI) to achieve this. But where do you start..? Join us for an open roundtable discussion on how today’s conversational AI – in the form of bots, virtual agents, IoT apps and more – can deliver a frictionless, 1-2-1 user experience, while at the same time enhancing existing digital customer engagement strategies. We’ll share how Conversational AI is changing the face of user engagement with real-life examples at market-leading brands like Shell and Vodafone, and help you identify how it can work for your business’s needs and communication challenges.
BIOG
BIOG
Ranjan Hasan, Sales Director UK, Artificial Solutions
Frank Burnett-Alleyne, Sales Director UK, Artificial Solutions
Ranjan has spent 19+ years helping enterprise customers use technology to become more successful. At Artificial Solutions, he works with organisations to leverage the power of Natural language Interaction (NLI) using the Teneo Platform as part of their digital strategy. He is passionate about AI and how it’s transforming the way businesses communicate with their customers by listening to the ‘voice of the customer’ across platforms, channels, languages and geographies. The potential for next generation NLI is huge and will drive new revenue opportunities, whether it’s in banking, insurance, telecom, retail or energy – tapping into customer conversations with bots, IOTs or digital assistants provides opportunities to engage in a human like way with product and service offerings like never before.
Frank, Sales Director UK, has 30 years’ experience in the computer software and services industry. For the last 10 years he has specialised in omni-channel customer interaction and engagement solutions that facilitate successful enterprise business transformation. In his experience, customers are increasingly demanding a personalised service however, wherever and whenever they engage with an organisation. This makes delivery of next-generation customer service a strategic differentiator, regardless of industry sector.
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THURSDAY 15 MARCH 2018
CX MARKETING SUMMIT 2018
2018 EVENTS INCLUDE 15
CX MARKETING SUMMIT 2018
MAR 2018
THURSDAY 15TH MARCH 2018
20
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CUSTOMER ENGAGEMENT SUMMIT MONDAY 12TH & TUESDAY 13TH NOVEMBER 2018
04 MAY 2018
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20
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SEP 2018
THURSDAY 20TH SEPTEMBER 2018
12
ENGAGE AWARDS 2018
NOV 2018
12 JUL 2018
01 OCT 2018
CUSTOMER ENGAGEMENT TRANSFORMATION CONFERENCE THURSDAY 12TH JULY 2018
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