Day One: Mining, Mapping and Measuring: How to Master Essential CX Strategies

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The talk will introduce a new way of thinking about how companies approach understanding their users, customers, consumers, fans, followers etc. ¬ in short, understanding the people whose lives they affect. The new approach and mindset is applicable to companies of any size ¬ from rebellious startups to established 'captains of industry' type corporations.

The new research mindset introduced in this presentation challenges calcified assumptions about how we approach understanding customers. These assumptions are most vividly apparent in large companies whose bureaucratic structure developed through the years establishes silos and sharp boundaries between understanding people for sales and marketing purposes versus understanding people for product design and development purposes. Once we realize that the final object of our understanding are real people with real behaviors, emotions, motivations, goals, etc., we will recognize that our customer research has to have a common business objective and a co-ordinated and complementary sets of methods across the whole organization.

The talk will highlight a cross-functional, cross-silo research case study from Zappos ¬ a company that was built and operates on challenging common wisdom and the status quo.

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Hear from Chris Satchell, Executive Vice President and Chief Product Officer of Comcast who will share his perspectives on how the customer experience starts with great product design through delivery and support. Mr. Satchell will also provide insights into how Comcast is evolving its approach to the customer experience from the top down.

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The millennial generation of customers (born 1980-2000) is bigger–by far–than the baby boom,and will soon represent a third of all customers in the marketplace. And within just a coupleyears will command the largest wallet share of any generation in history. Are you ready to serve them, profit from them, keep them coming back? Micah’s renowned research and writing on the subject for Forbes.com enliven this unique presentation.

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Given the staggering amount of data being collected from your customers, there should be something you can do to take that data and turn it into strategic prescriptive plans that will streamline the customer experience without the customer even knowing. Rather than just constantly reacting to complaints from your customers, this session will discuss how you can be moving from lagging indicators to leading indicators:

• Get beyond the ‘problem whack-a-mole’ world by moving from lagging indicators to leading indicators
• Create an intentional, designed experience with the right controls
• Strategies for tracking and mapping those controls and getting employees connect to the metrics • Implementing an accountability model to incent the experience going well the first time!
• Managing with leading indicators ongoing

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Join this session presented by Jason Kolaczkowski from Kaiser Permanente to learn a bit more about how cx strategists can be communicating better across organizational lines to understand the needs of their internal stakeholders. Points to be discussed include:

• Advocating for visibility into cross departmental goals
• Coordinating with marketing, sales, IT, eCommerce and all the customer channels to understand their business priorities
• Curate a list of things to be listening for based on what each department is looking to learn about the customer

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CX is the frontline in today’s battle for business growth.To win, brands must know their customers across the entire customer journey. In this session you’ll learn which brands are winning on customer experience and which are falling behind as we share insights from the latest ForeSee Experience Index, a comprehensive customer experience study of 40,000 consumers. We’ll also arm you with tactical and strategic CX insights to help you drive business results throughout 2017.

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An effective CX strategy takes up a lot of resources, such as technology spend and talent. And sometimes those resources can be scarce. How do you best allocate those resources to projects in your pipeline? Join this panel to hear how this group of top cx strategists are mapping out their projects based on customer need and organizational resources. Panelists will discuss the following:

•Identifying top pain points through continuous feedback monitoring to know what experiences you should be working on improving
•Knowing the budget you have and understanding it’s limitations •Identifying the easier fixes to go after now and create a map that strategizes how to attack the long term issues
•What teams are involved in putting together your roadmap/who sees it and uses it once it is completed?

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Streamlining the omnichannel customer experience must begin with a simple question, ‘why’? Join this session with Kristen Zavo to learn more about how to pinpoint your why and use it to further your strategies.

•Learn how your “why” can help you articulate your true business purpose.
•Learn how to use your “why” to overcome top omnichannel challenges.
•Understand why people do not buy what you do, but why you do it.

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Loyalty is broadly misunderstood today. Most brands think of it as a compromise - a little haircut on their margin in exchange for a way to identify the customer. But then what? Once we can identify a customer, we enroll them in a one-size-fits all program. We’ve lost the customer in the quest for customer loyalty. Through the lens of one retailer's success, we’ll reveal a new look at loyalty programs designed for the entire customer lifecycle.

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We have been on journey at Frontier Communications having created a business-within-a-business, where we have been providing awesome CustomerCARE for Fortune 500, leading brands in silicon-valley software, and financial services credit cards-

• How we grew from $0 – 300 million in 3 years; how we moved the needle on customer rated NPS in some cases an unprecedented 40 points; and how we continuously innovate to help the clients tackle their most strategic objectives
• How we are now beginning a new journey to migrate best practices from the partnerships business, to across the Frontier enterprise to transform the FtrCARE organization [since the acquisition which occurred April 1, 2016, doubled our size overnight (employees, customers, revenue)]
• We aim to shift the telco-call-center mindset, to become customer-intent-driven CustomerCARE Centers, based on an employee-first, inside-out, and experience-led design model
• How employee engagement is foundational

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• The importance of an inside-out approach to CX.
• Integrating feedback into existing workflows to improve CX.
• The art of engaging customers and employees

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Be sure to join these interactive roundtable sessions and take a deep dive into the specific areas you came to discuss. Opportunities to sit and learn from executives like these do not exist elsewhere. Take control of your own event experience. Don’t be shy! Ask questions (or answer them!) of other conference attendees who are dealing with the same challenges as you.
•Network with industry peers with very similar challenges, interests and responsibilities
•Take a deep dive into a niche topic in an intimate and informal setting moderated by a subject matter expert
•Don’t miss out on the discussions you want to participate in—you’ll get to select a new topic after 35 minutes

1.Get it Right: Competing and Winning on Customer Experience (CX)
Eric Feinberg, VP of Marketing, ForeSee

2.How to Improve CX for Your Best Customers
Jennifer Marrazo, Senior Manager, Membership & Experience, BJ’s Wholesale

3.Developing Strong B2B Customer Relationships
Kevin Roskopf, Director of Customer Relations, Industries for the Blind, Inc

4.Giving Your Customer Visibility Into Their Interactions With You
Janis Avila, Head of Customer Experience, Union Bank

5. Using Customer Segmentation to Curate the On-Call Experience
Jessica Hall, Customer Experience Strategist, Zappos

6. Healthcare/Hospital System Roundtable: Healthcare Literacy
Doris Lopez, Interim Executive Director, UCSF Benioff Children's Hospital Oakland

7. Making the CX Mapping Process Multi-Task – How to take your insights to the next level
Valerie Peck, CEO, SuiteCX
Over the years we have been asked if Mapping is a one and done effort and how you might leverage your investment in the work you do to understand your CX more widely. This roundtable addresses a few of the questions we have been asked over the years:
• How do I apply CEM/CJM to my day to day business?
• Do particular mapping exercises result in different outcomes?
• What should I actually be measuring? Touchpoints or Journeys?
• Developing and using your Outside in and Inside out Metrics
• Are there case studies that show successes – revenue, retention, strategy?
• Digital Maps Vs. Paper? What is the advantage?

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