Customer Experience Summit New York | June 20, 2017 | Convene (730 Third Avenue) - New York, NY, USA

↓ Agenda Key

Keynote Presentation

Visionary speaker presents to entire audience on key issues, challenges and business opportunities

Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee." title="Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee.

Executive Visions

Panel moderated by Master of Ceremonies and headed by four executives discussing critical business topics

Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members." title="Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members.

Thought Leadership

Solution provider-led session giving high-level overview of opportunities

Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community." title="Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community.

Think Tank

End user-led session in boardroom style, focusing on best practices

Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard." title="Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard.

Roundtable

Interactive session led by a moderator, focused on industry issue

Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done." title="Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done.

Case Study

Overview of recent project successes and failures

Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions." title="Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions.

Focus Group

Discussion of business drivers within a particular industry area

Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions." title="Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions.

Analyst Q&A Session

Moderator-led coverage of the latest industry research

Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst." title="Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst.

Vendor Showcase

Several brief, pointed overviews of the newest solutions and services

Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences." title="Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences.

Executive Exchange

Pre-determined, one-on-one interaction revolving around solutions of interest

Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest." title="Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest.

Open Forum Luncheon

Informal discussions on pre-determined topics

Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch." title="Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch.

Networking Session

Unique activities at once relaxing, enjoyable and productive

Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive." title="Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive.

 

Tuesday, June 20, 2017 - Customer Experience Summit New York

7:00 am - 7:55 am

Registration & Networking Breakfast

 

8:00 am - 8:10 am

Welcome Address & Opening Remarks

 

8:10 am - 8:40 am

Keynote Presentation

The New Digital' CMO

One of the most compelling questions that CMOs must answer today is that of how digital marketing is affecting their role and by extension how the CMO now fits into the management team. The fact of the matter is that the importance of marketing is increasing within the enterprise as it moves to become increasingly data driven and the CMO needs to be the catalyst that helps the team make this transition. Marketing leaders need to understand the digital impact and use it to drive new strategies, new decision making, new technologies as well as new roles and responsibilities for not only their team, but for themselves as well.

Takeaways:

  • The role of the CMO is undergoing significant evolution, evolution that is set to continue well into the future
  • Technology is becoming increasingly important in the success of the marketing department and both the CMO and the team need to become technology savvy
  • Data is driving everything and using it to understand channel results allows for marketing leaders to make more efficient and more effective strategic decisions
 

8:45 am - 9:15 am

Keynote Presentation

Artificial Intelligence - Why CMO's Who Don't Understand AI Should be Losing Sleep

While many waste time arguing about the definition of AI, and if it exists, the astute are applying it in high impact areas, improving customer engagements, and getting massive value. If you aren't, you're falling behind in a big way, and you should be tossing & turning at night.  

In this session, we'll provide a primer on AI use cases avant-garde brands are employing to gain strategic advantage - delighting customers. We'll also touch on how to build AI on a sustainable, agile, future proof platform. 

Then, we'll explore some of the typical roadblocks hampering success, examples of brands working around them, and showcases of their outcomes. 

Takeaways:  

  • Key AI uses cases for improving customer experience and engagement 
  • How to spot a sustainable AI platform for your marketing function
  • Challenges you'll face and how to overcome them

Sponsored by:

Pegasystems View details

 
 
 

9:20 am - 9:45 pm

Executive Exchange

 

Thought Leadership

Aligned to Achieve: How to Unite Your Sales & Marketing Teams into a Single Force for Growth

Marketing and sales leaders are frustrated with each other. Alignment is an age-old problem, and it's high time we got our collective act together. It's the only way to survive and thrive against today's changing buyer dynamic. This session is based on original research, content, and contributions included in "Aligned to Achieve". 

The authors will discuss highlights of the book and give tips on how and why to get aligned. Want to know what misalignment is really costing you? Need practical advice on how to go after the problem? We'll discuss real-world actions for improving your culture, processes, and technology, and you'll learn the financial and strategic impact of getting alignment right.

Sponsored by:

InsideView View details

 
 
 

9:50 am - 10:15 pm

Executive Exchange

 

Executive Boardroom

TBD

Sponsored by:

IBM Cloud Video View details

 
 

Executive Boardroom

Why Customer Identity Is Important for Achieving an Impactful Customer Experience

If social identity shapes decisions, then a company's marketing strategy should encourage their customers to tune in to an identity that inspires behaviors like visiting various websites, going into a store, buying the product or service, getting more value from it, telling others about it, and helping design a better product. Brands that overcome challenges in customer identity are in a better position to continue growing their business and ultimately marketing ROI.

 

10:20 am - 10:30 am

Morning Networking Coffee Break

 

10:35 am - 11:00 am

Executive Exchange

 

Keynote Case Study

Managing the Digital Presence

It is an unfortunately well known aspect of human nature that we are more likely to pay attention to negative commentary than we are to positive. In a pre-social world the opportunity to share those negative opinions was limited, but when those opinions are shared via social media they can impact millions. Marketing departments then need to help their organizations manage this messaging and a Social Media Monitoring Platform (SMMP) can be key to saving face and preserving online dignity.

Takeaways:

  • No matter how good a job you do or how consistently you do it, someone is going to be unhappy
  • Social media makes the potential impact global
  • An actively managed SMMP is essential to ensure brand integrity

Presented by:

Clay Stobaugh, EVP & CMO, John Wiley & Sons, Inc.

 
 

11:05 am - 11:30 am

Executive Exchange

 

Keynote Think Tank

Experience First: Digital Marketing Transformation

Marketing isn't just about media, branding, campaigns, activations. It's about creating memorable experiences, cross-channel. Experiences that are persistent, orchestrated, and improving constantly. As we move through our digital transformation, we are building teams for the future that constantly build products that are worth talking about and coming back to.

Presented by:

Miguel Quiroga, VP, Head of Digital, Verizon Fios

 
 

11:35 am - 12:00 pm

Executive Exchange

 

Thought Leadership

Driving Growth by Abandoning Digital Marketing Myths (Agnostic, Digital)

Digital is the fastest changing marketing arena that the world has ever known; it's capabilities and ?rules of engagement? are constantly changing and expanding and what was true yesterday may no longer be true today. For the marketing leader with competing projects and priorities, it can be challenging to keep up and misconceptions about what is achievable or advisable are increasingly common leading to bad decisions that can limit business growth. To be successful, we need to overcome commonly held marketing myths (such as ?personalized is not possible?, ?digital creates no demand?, and ?good enough campaigns produce good enough results?). 

Takeaways: 

  • Understand the true impact of digital marketing; where it works, how it works, and the value it can yield
  • Uncover the challenges and pitfalls with digital that trip up experienced and inexperienced marketers alike 
  • Overcome the commonly held misconceptions and learn how to busts these myths
 

12:05 pm - 12:30 pm

Executive Exchange

 

Keynote Think Tank

A Customer Experience Strategy for Transformation

Today's Digital Marketing and CX officers needs multiple levers at his or her disposal to be the transformation function legacy corporations need to compete and thrive. It's no longer enough for the CX team to simply own the theory of better customer experience - NPS, measurement, voice-of-customer reports, etc. - and try to communicate that to a separate, siloed Design team. It's time to marry the two practices and strengthen the CX function by bestowing it with the design remit and tools necessary to enact more immediate and effective change, such as brand design, control of digital channels, and global UX strategies, etc.

Presented by:

Howard Pyle, SVP, Customer Experience & Design, Metlife View details

 
 
 

12:35 pm - 1:20 pm

Networking Luncheon

 

1:25 pm - 1:50 pm

Executive Exchange

 

Thought Leadership

Bridging the Gap Between Marketing Art and Science with AI

As a marketer, your weapons are data insights on the one hand, and marketing content on the other. How can you optimize the correspondence between the two? How can you make sure that every customer segment and sub-segment receives the optimal offer? How can you use your marketing content to start a conversation with the right segments? Learn how machine learning algorithms are transforming the methods by which marketers communicate with customers, and how AI is bridging the gap between marketing art and science. 

Takeaways: 

  • Marketers seat at the intersection between data science and marketing art. 
  • Technology is still lacking the ability to bridge the gap between predictors and conversation starters.
  • Machine learning algorithms are key for optimizing this process.

Presented by:

Pini Yakuel, Founder and CEO, Optimove View details

 
 
 

1:55 pm - 2:20 pm

Executive Exchange

 

Think Tank

The Power of Hello

In this day of technology, overbooked schedules and multi-tasking, we too often forget the basic common courtesies of human interaction that could lead to an exceptional customer service experience. In the luxury automotive industry, this was ever present at the end of 2015 and it became my mission to create and educate our partners around the Power of Hello.This presentation will encourage each participant to examine who they are and how they want to be perceived. In this interactive session, we discuss reasons why Hello' has become secondary and how to reframe our perspective to reengage our family, our colleagues and ultimately our customers. What seems to be a very simple concept has the power to challenge the audience around their human interactions and their desire to deliver the ultimate experience to their customers. After the session, each participant will better understand: 1. How they want to be perceived as a human being vs. what is happening with the other person. 2. How The Power of Hello is about possibility and opportunity vs. just a pleasantry. 3. How Hello will create higher customer satisfaction and loyalty resulting in increased revenue and less employee turnover. The Power of Hello is relatable, thought provoking and a change agent. I will share our journey that started as a conversation and through a dose of inspiration and passion has become a movement inside our organization. The Power of Hello will inspire your participants into action by breathing life into simple acts of kindness.

Presented by:

Jacqueline Jasionowski, Customer Experience Sales Manager, BMW USA View details

 
 

Think Tank

Growth Hacking - The New Marketing

Over the past decade many organizations have been blown out of the water by the innovations of Silicon Valley Start-ups. These companies have collectively identified two key things; growth does not happen by simply having a good product, and traditional marketing techniques are often ineffective in driving growth online. It has become evident that there is no one-size-fits all approach that works; the challenge is in the details and figuring out where to focus for your own company. Enter growth hacking, a term coined by Sean Ellis one of the first marketeers at DropBox. Digital has transformed the marketing landscape; in a connected world where digital experiences can rapidly become an epidemic, the best growth hacks will take advantage of these unique opportunities. Growth hacking was born out of startups, but it is something that every smart marketer should embrace.

Takeaways:

  • In an if you're not growing, you're failing world, marketing must be ever vigilant to the need to create brand interest
  • Old-school techniques are proving less effective in today's start-up fueled economy and their tactics must be emulated
  • Growth hacking can be hit or miss so it is best to run multiple campaigns to find the ones that work quickly, and build upon their success
 

2:25 pm - 2:50 pm

Executive Exchange

 

Executive Boardroom

Closing the Gap between Content and Revenue

This could be the year that the phrase Content is King becomes truer than ever as today's social media and technology driven societies demand material that will actively captivate audiences and, more importantly, engage customers. This is no easy task given the increasingly short attention span of consumers yet proving the value of content is a necessity since accountability for business growth now falls squarely on the shoulders of marketers. Traditional measures such as engagement, page views, and social shares are no longer sufficient for demonstrating ROI and so responsive websites really are the way forward.

Takeaways:

  • Explore whether content tracking will really bridge the gap between content and revenue
  • Learn how to make more informed choices when it comes to sharing content that helps achieve your business goals
  • Determine how to close the loop between content creation and results

Executive Boardroom

B2B Marketers Must Step Up to Message Management

Savvy business-to-business (B2B) marketing leaders know that contextual, relevant content helps their company connect with customers through all the stages of the customer life cycle. But communication can become muddled as different stakeholders (marketers, sales reps, or executives) engage with customers without the connective tissue of a strong messaging architecture. Success in this arena comes through a framework for strategic message management that will accelerate the development, simplify the management, and foster effective delivery of content " from thought leadership blogs to sales conversations.

Takeaways:

  • Marketing leaders must address message management now; it's time to step-up to the strategic messaging challenge
  • For success with message management it is essential to adopt a strategic messaging architecture
  • Bottom line: you have to make message management sticky to make it stick
 

2:55 pm - 3:20 pm

Executive Exchange

 

Thought Leadership

Investing in Clients: Returns Through Engagement and Analytics

Earning clients is hard work, but retaining them can be even harder and keeping them is critical to long term success but if you don't engage correctly at every touch point they may become disenchanted and move to the competition. As a result, client engagement has become a critical requirement; companies must become easier to approach and easier to do business with, and they must be accessible across a variety of communications channels. Since budgets aren't infinite however, enterprises need to make smart decisions about where to invest - which channels, which lines of business, which clients. This requires a comprehensive analytics program to drive the business to make smarter decisions. 

Takeaways: 

  • Understand how to define and develop an appealing niche brand 
  • Learn how to identify and then collect and analyze the data and metrics to lead to smarter business decisions 
  • Enable resources internally to effectively engage clients
 

3:25 pm - 3:35 pm

Afternoon Networking Coffee Break

 

3:40 pm - 4:05 pm

Executive Exchange

 

Innovation Showcase

An exclusive opportunity to be exposed to the hottest new solutions providers in a quick-hit format designed to whet the appetite and spark immediate interest.

Sponsored by:

Acquia View details

 
 
 

4:10 pm - 4:35 pm

Executive Exchange

 

Think Tank

How to Use Technology to Be a Forward-looking, Agile Marketer

While automation and data have enabled marketers to execute more quickly, most brands still use technology to only make tactical decisions like optimizing a digital campaign, or purchasing an online ad. This focus on execution is needed to stay competitive and it provides a way for working teams to quantify their contributions but it doesn't really move the dial in ways that the C-suite notices, especially when the competition is getting better at more or less the same rate. To really make a difference in brand impact CMOs need to take a technology leap and invest in programs that have long-term strategic impact.

Takeaways:

  • Understand what is driving the need for data-driven agile marketing
  • See why a holistic approach to analysis, planning and forecasting drives the best results
  • Learn how an agile marketing solution improves strategic planning, annual budgeting, mid-course corrections and ad hoc decision-making

Presented by:

Phil Wright, Director, World-Wide Customer Experience, Lenovo View details

 
 

Think Tank

Solid Content " Not Choice of Tactics " Creates a Successful B2B Marketing Mix

B2B marketers use an unprecedented number of tactics and channels to execute a marketing mix that encompasses both the digital and physical worlds. Yet surveys consistently find that no single approach works superbly for all marketers as they try to build programs that boost brand and generate demand. Understand why what you have to say to buyers is more important than which tactics you use to say it " and how content marketing that focuses on customer needs and outcomes provides the essential foundation for achieving a successful B2B marketing mix.

Takeaways:

  • Tactics are nothing; modern marketing is ineffective without strong content
  • Make your content connect with buyers' desired outcomes otherwise you undermine your content's value
  • Finding the right mix of marketing strategies will take time and reveal some surprising insights
 

4:40 pm - 5:20 pm

Executive Visions

Facilitating Marketing Goals with Innovative Technology

The role of the modern IT executive is more complex than it has ever been before, not just because the technology landscape has become more complex, but also because increasingly IT execs have had to become a business-focused executive, not just a technologist. Long have we talked about the CIO getting a seat at the table but modern businesses are now demanding that their technology impresario join their Marketing counterparts and leverage their deep and rich technical acumen to allow the organization as a whole to better position itself for market-place success and satisfactory customer experience. To be successful, CxOs need to invest in themselves, in their personnel, and in the right technologies to allow them to position the IT department to proactively address business needs as an innovator and driver, rather than order-taker and enabler. 

Takeaways:  

  • IT leadership can no longer be simply technology focused, but must instead take their visibility into business process and become business focused  
  • A broader Marketing-focus does not preclude maintaining technology excellence however and indeed may demand more of it than ever before
  • Success for CxOs will be measured not in how they can enable enterprise decisions, but in how they can drive growth

Presented by:

Howard Pyle, SVP, Customer Experience & Design, Metlife View details

 
 
 

5:20 pm - 5:30 pm

Thank You Address and Closing Remarks

 

5:30 pm - 7:00 pm

Cocktails & Networking