Day Two: Creating a Customer Centric Culture: Aligning Your Organization Around Your Most Valuable Asset

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Now more than ever, it’s important to align your brand story, mission and vision with the customer experience. This session will examine the role your brand plays in driving experiences and how to connect your company’s mission and vision to the experience as well. Learn:. Join this session led by Tabitha Dunn which will look at-
•Understanding the service or product you provide and how customers react to it
•Coming to terms with your brand’s promise and make sure you are living up to the expectation
•Don’t overpromise and under deliver- no need to be something your customer doesn’t need
•Not all companies are trying to provide delight with their product or service (eg. life insurance, B2B software, vacuum cleaners), what should they be trying to provide?

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Getting your organization on board with your customer experience efforts from the executive level to the grass roots level is no easy task. This session will look at what it takes to get buy-in from the top down. Learn how to be:
• Deciding the level of advocacy you need from the c-suite to hit your goals
• Do you need their buy-in to influence other departments or do you need their money to buy new technology?
• Preparing specific metrics and market research to prove your case
• Understanding what the goals of your business leaders are so you can target the issues that matter most to them
• Legitimize yourself as a leader for CX by having a through grasp of the concept as currently applies to your company and what the potential could be

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Every organization approaches their customer experience strategy, structure and governance a bit differently. A great first step if you don’t have an overarching cx strategic department is establishing a cx council or pulling together an advocate team. These teams champion customer experience across all departments and meet together to work on strategic projects. Join this fire-side chat with Lisa Hess to learn more about-

• Who are the best people to bring together in a CX steering committee within your organization? • What are the steps to establishing a meaningful group like this with real impact?
• How do you bringing these people from different departments together given their focus on other priorites?
• Making sure your organization understands the impact that a group like this can have, given the background that all individuals will be able to bring to the table

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With tools available to measure customer satisfaction, effort, emotion and promoter score, it’s easy to become caught up and end up chasing the wrong metrics. From a KPI perspective, you might see that you are achieving high satisfaction scores based on your metric of choice, but the customer experience is not, in fact, improving -
•What are you currently measuring?
•Do you find that these measurements are still as useful or does it just seem like looking at these numbers are going through the motions?
•Are you using these numbers to do anything or create new strategy?
•Have you heard of new measurements or are you creating any of your own?

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Learn how to narrow the gap between your customers and your organization by gaining and maintaining their perspective over yours. Understand why they engage your products and services over why you provide them. And come away with applicable knowledge to ensure your organization embraces the big picture, from the most important perspective, first.

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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.Thinking OmniCommerce: Being Where Your Customer Needs You To Be
Karen Kallet, Chief Digital Officer, Bank of Internet

2.Avoiding the Creep Factor: Personalizing Experiences Without Crossing A Line
Christopher Barefoot, Vice President of Communications & Guest Relations, Opus One Winery

3.Your Frontline Hates CX: Here’s What To Do About It
Sarah Simon, VoC Consulting Director, Confirmit

4.Hidden ROI in Your CX Initiatives
Speaker to be named, inMoment

5. How Why'd Is Your Customer Experience Gap?
Doug Roerden, Vice President for User Experience Design Strategy, Fidelity Investments

6. The commoditization of data: Why agile customer insight is the new gold standard for decision makers
Jenna Dorman, VP Business Development Tech and Telecom, Vision Critical

7. It’s Not Brain Surgery: Improving Customer Relationships, Profitability, and Capability with Mobile Merged Reality and Virtual Presence
Dr. Bart Guthrie, Neurosurgeon, University of Alabama at Birmingham

8. Be Where Your Customers Are: How To Use Mobile And Social Tech To Enhance CX
Marty Ciszon, Digital Servicing | Senior Manager, Discover

9. High Frequency CX: How Lighter, Better and Frequent Experiences Empower Consumers and Engender Positive Sentiment
David Embree, Product Owner – Mobile & Guest Experience, Lululemon

If you are interested in leading a roundtable during this time, please be in contact with Harvey Golub, at Harvey.golub@wbresearch.com

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Enjoy panoramic views of the Pacific Ocean, some delicious cocktails and company of new friends during our Pacific Poolside Cocktail Reception.