1 07:45 BREAKFAST BUFFET, COFFEE AND REGISTRATION 09:00 OPENING REMARKS FROM THE CHAIRPERSON DAY ONE Wednesday 13 th May 2015 Angela Rippon, OBE, Presenter Rip-Off Britain and Reporter, The One Show KEYNOTE ADDRESS: Creating Value for Customers - challenges and opportunities for years ahead How McDonald s is implanting business intelligence right at the heart of business strategy How to differentiate and create more value for customers Aligning cross-border disciplines: talking the same language Why the transition from Mass McDonald s to My McDonald s is of great importance Why SMART data is better than big data: think big, start small and scale fast Aart Labee, Director Strategy & Insight, McDonalds Europe Inc KEYNOTE: Solving the digital customer service Dilemma: How do you manage transformation to make customers happier, support your services better and cut costs? All companies want to build a stronger, faster and more cost effective customer service operations. Can digital marketing really become the solution and how does it connect seamlessly with customers 24/7 at key moments of their brand journey? This presentation will examine how technology is putting consumers in the driving seat and why this is challenging many companies. We ll discuss the most effective ways to make social media connect with your customer more effectively. Jenny Burns, Group Communications, Brand and Social Media Director, RSA, Winner of PR Week s Communications Personality of the Decade INSPIRATIONAL SESSION: The world s largest arts festival in a multi-channel world Small budgets, big ideas, huge festival - multichannel marketing: moving the customer from engaged to attender One organisation, one voice, one brand - hundreds of thousands of different experiences - matching expectation and experience One foot in the past, one foot in the future - the move into the digital world and beyond Building a digital advantage across all channels: Getting two steps ahead Elizabeth Burchell, Head of Marketing & Sponsorship, Edinburgh Festival Fringe Society NETWORKING COFFEE BREAK & EXHIBITION
2 11.10 DISCUSSION LAB: Rethinking Omni-channel contact management to better support your customer journeys Does your Omni-channel contact management strategy reflect and support your customers journeys? It has become increasingly difficult to ensure that customer journeys in acquisition, retention and service are accurately mapped to the myriad of channels now available. This discussion led session will explore how best to properly align Omni-channel contact management to your customers journeys and their expectations. James Glasspool, Director of Strategic Marketing, VoltDelta International Ltd ROUNDTABLE DISCUSSIONS Taking a fresh approach to data from across the business for better CX programme outcomes Nigel Cover, VP Business Services, MaritzCX What innovative ways are you motivating and energizing your internal customer? Patrick Steed, Champion of Excellence, The inspireme Group Measuring the way customers want to engage via mobile channels Stacy Adams, Vice President, Global Marketing, Mblox Balancing analytical data to deliver better customer CX: segmentation across channels and customer touch points Michael Mortenson, Marketing & Analytics Consultant and PhD Research and Teacher, Loughborough University KPIs for customer services professionals: Meeting the challenge of measuring good service Greg Suligowski CMICS, Head of Customer Experience, Quality and Insight, New Charter Housing Trust Group NETWORKING LUNCH GUEST KEYNOTE ADDRESS: Connecting story telling with customer satisfaction Consumers no longer desire just a product in isolation, they seek the story behind brand and how the product is created. As a 102 year-old luxury brand, Aston Martin is placing an increasing emphasis on a personalised experience for its customers as a way of delivering outstanding satisfaction and building long-term loyalty. Simon Sproule, Director of Global Marketing and Communications, Aston Martin Lagonda BREAK FOR STREAMS STREAM ONE: 360 CUSTOMER EXPERIENCES: MAKING MULTICHANNEL A SEAMLESS SUCCESS CHAIRPERSON: Angela Rippon, OBE, Presenter Rip-Off Britain and Reporter, The One Show 13:50 GUEST CX SESSION: Trailblazing on Twitter: What s working, what s connecting with followers & what content is really changing customer opinions? Which content gets followers sharing and the stories which drive audiences to websites How to get it right, every time. How can brands avoid misusing hashtags and what should we be looking out for now and in the future? What s exciting and what are the latest ways brands are innovating on Twitter?
3 Georgina Parnell, Lead Account Executive, Twitter SuperAgent 2020: The Evolution of the Contact Centre Enghouse Interactive and BT Global Services will explore what the contact centre of 2020 will look like What will be the primary role and drivers of the contact centre? What will be the communications channels of the future? Introducing the Super Agent 2020 Identifying what technologies will be key to the way that the 2020 contact centre runs? Steve Kinge, Account Director, Enghouse Interactive Dr Nicola J. Millard, Head of Customer Insight & Futures, BT Global Services 14:45 MULTICHANNEL SOLUTIONS PRESENTATION: Building a non-stop Customer Experience operations model: Managing the continuous journey towards excellence Understanding the new non-linear path to purchase: from awareness, evaluation to purchase and retention Managing content: Amplifying and empowering your brand content by social media Making the journey continuous in the always on path towards purchaser Creating the omni-channel: one single channel with multiple touchpoints delivering the same experience Neil Titcomb, Sales Director, Cloud UK&I, Genesys PANEL DEBATE: Bricks vs clicks: Does the death of the high street mean a poorer customer relationship? Susan Aubrey-Cound, Independent Consultant - Brand Strategy, Ecommerce, Marketing, former Director Multichannel Development, Marks & Spencer plc David Collins, Group Marketing Director, Great National Hotels and Resorts Suresh Pillai, Head of Customer Analytics and Insights, ebay AFTERNOON TEA AND NETWORKING, COMPETITIONS CASE STUDY SESSION: Multichannel complainers: Turning them into loyal advocates The top best customer complaints: the favourites Using complaints to identifying what you are doing well Turning complaints and poor service into great customer experiences in the future Trying to find bottlenecks, duplications and making steps to rectify them Joining up the complaint dots across multiple channels Dr Nurdilek Dalziel, Lecturer, Ifs University College 16:40 INSIGHT PRESENTATION: Focusing on customer experience and better conversations How to build a better online destination for 24/7 seamless support Building self-service communities Customer data: starting more meaningful conversations Complaints - reactive feedback from only a small population of a customer base Being proactive and harnessing technology tools Nick Peart, Marketing Director, Zendesk CASE STUDY SESSION: Managing different complaints across different channels: Is there a difference? Why leading companies embracing innovative approaches to managing customer complaints across all channels Are there just customers who enjoy complaining and should you manage them better? Social media complainers: Are some customers worth losing? The complaint journey, recognising the serial complainer Can all problems be resolved or are there times to walk away?
4 Joining up the complaint dots across multiple channels Jonathan James, Head of Customer Services, Cambridge City Council SUMMARY OF KEY FINDINGS FROM THE DAY AND CLOSING REMARKS FROM CHAIRPERSON 17:40 NETWORKING DRINKS EXPERIENCE RECEPTION 19:15 DINNER STREAM TWO: THIS TIME IT S MORE PERSONAL: CUSTOMER SEGMENTATION ACROSS CHANNELS CHAIRPERSON: Jo Causon, CEO, Institute of Customer Services 13:50 CASE STUDY PRESENTATION: The rise of multi-channel: Providing channel choice not shift Examining the rapid take up of technology on resident s expectations of public services Is multichannel is really with us now? How has the move to digital affected the number of customers are choosing to stay on-line if they need help, whether , web, web chat or social media Managing customer expectations for faster response times and growing availability of new channels How do you manage the change effectively and seamlessly Dionne Lowndes, Head of Customer Service and Digital Leader, Staffordshire County Council CASE STUDY PRESENTATION: Using a 360 social media ecosystem: Increasing purchasing and retaining higher value customers Understanding social media contact with customers and changing behaviour Social media conversations to reach existing and future customers Pinpointing the ways to use Facebook to engage with a different type of audience Utilising social media for real-time marketing and to build brand awareness Tania Seif, Head of Social Marketing, Coral 14:45 SOLUTIONS PRESENTATION: Creating the optimal balance of customer service and operating costs: The Road to Cloud Defining your 2015 enterprize servicing priorities What are the key business initiatives to consider Cloud and customer contact centres: where do you start? Cloud adoption: what can cloud do for you and what it can t Implementation do s and don ts Julian Evans, Head of Business Development, Vocalcom UK & Eire THE DATA DEBATE: Customer personalization vs privacy: Can we really get the balance between customer engagement and intrusive alienation Helen Wilson, Deputy Managing Director, Ipsos MORI Michael Mortenson, Marketing & Analytics Consultant and PhD Research and Teacher, Loughborough University Tania Seif, Head of Social Marketing, Coral AFTERNOON TEA AND NETWORKING, COMPETITIONS CASE STUDY SESSION: From call center staff to empowered brand visionaries in a multichannel operational world
5 Implementing outside- in thinking across the company Social media challenges: complaint volumes and channels Aligning customer expectations of engagement with an organisation s strategic goals and performance Managing change: Moving from an organisation that monitors and responds to staff satisfaction to one which lives and breathes engagement What cost of investing in call centre and staff capability vs the cost of doing nothing Jason Roberts, Head of Knowhow Customer Contact Centre, Dixons Carphone Group 16:40 MOTIVATIONAL PRESENTATION: Managing contact centre costs and becoming an employer of choice Techniques for effective contact centre management, recruitment and staff retention Six key components for effective staff management and retention Developing work environments that ensure loyalty and reduce costs Balancing front-line staff performance and incentives in-house Transforming staff through Sing and Inspire motivation and well-being Getting an internal buy-in and getting results! Pritesh Patel, Head of Sales Centre, Sky plc & Kathryn Chivers, Vice President Sales Operations, Firstsource INTERNATIONAL CASE STUDY: From management headache to positive advantage: Multi-lingual contact centres Making the change from local to multicultural: not just about language differences Strategies for adding value and importance of employee engagement Delivering practical tips for managing a multi-lingual contact centre The end game: Transformational tactics: Turning problems into a positive advantage David Appleby, The Callcentre Helper s Forum Moderator and magazine Agony Uncle SUMMARY OF KEY FINDINGS FROM THE DAY AND CLOSING REMARKS FROM CHAIRPERSON 17:40 NETWORKING DRINKS EXPERIENCE RECEPTION 19:15 END OF DAY ONE DAY TWO Thursday 14 th May 07:45 BREAKFAST BUFFET, COFFEE AND REGISTRATION 09:00 OPENING REMARKS FROM THE CHAIRPERSON Angela Rippon, OBE, Presenter Rip-Off Britain and Reporter, The One Show SPECIAL GUEST ADDRESS: Transparency, trust, technology: Innovation and empowering your internal customer Embracing the innovators : Lessons from the Google s culture as their biggest opportunity Freedom and defaulting to share: moving from a traditional workforce to transparency and trust Keeping up close and personal with today s hyper-connected customer product needs
6 Adopting an inside-out approach to customer experience design Failing faster: if you re not failing your not growing What can we all take from Google s CX and culture: Planning for the future Ed Parsons, Chief Geospatial Technologists, Google Inc KEYNOTE: Vision 2020: Consumer Care fully integrated in Marketing, executing low effort journeys, driving added value by loyalty and engagement The extinction of consumer care : will the after sales species be gone by 2020? Care - Marketing Care: implementing outside-in thinking across the company Consumer Driven Care Journeys and driving change by walking in your customers shoes 360 view on our consumer and turning from re-active to pro-active care; mobile, website, social, loyalty How to build one engagement in a standard organization through Consumer Engagement Hubs Anouk Vastert, Global Transformation, Digital & Marketing Director Consumer Care, Consumer Lifestyle, Philips CUSTOMER FOCUS LIVE SESSION: Getting Down & Dirty with your customers Understanding the gap between what your brand is promising and the experience that s being delivered Uncovering what s standing in the way of your people delivering a great customer experience Getting your people on board with what you want the experience to look & feel like for the customer Demonstrating the attitudes and behaviours that will bring your brand to life for employees AND customers Preparing for the toughest of circumstances when it matters most Showing your people they hold the power of your brand in their hands Jill Dean, CEO, Brand Biology NETWORKING COFFEE BREAK & EXHIBITION ROUNDTABLE DISCUSSIONS Re-designing your organisation to better support and enhance customer experience objectives Hayley Lewis, Head of Communications and Engagement, London Borough of Croydon Best practices for multicultural, global contact centres: staff engagement and empowerment Philip Purdy, Customer and Client Services Manager, Travelzoo Understanding real-time customer experiences: Pinpointing where to give value added support Mark Squires, Managing Director, Watermelon Research Is your take on Big Data only half-right? Getting your data on customers into the right hands at the right time John Murray, Freelance Data Science Practioner and Visiting Lecturer, University of Chester In pursuit of personalization: Do customers want a more individual experience or just a fast transaction? David Collins, Group Marketing Director, Great National Hotels and Resorts Why consolidating legacy and digital customer service channels is key to improving customer experience Michael Smith, Co-Founder Appamondo, Technology Service Provider and EMEA Zendesk Partner NETWORKING LUNCH
7 STREAM ONE: EMERGING CHANNELS AND SOCIAL MEDIA CUSTOMER EXPERIENCES Chairperson: Angela Rippon, OBE, Presenter Rip-Off Britain and Reporter, The One Show CASE STUDY ADDRESS: Putting social CX into context: Weaving social into the fabric of your customer s journey Customer experience as the opportunity to fundamentally transform your business for the better Embracing insights across all channels and reaping the rewards Removing internal barriers and streamlining communications to allow the sharing of resources, skills and knowledge You in 2015: how will the role will evolve as social becomes a core customer experience strategy Caroline Black, Head of Customer Insight, Standard Life CASE STUDY PRESENTATION: A clearer vision of how your customers are using social media and transforming moments of truth in social media into loyalty Why are so many brands are struggling with the emerging relationships across digital channels and social media What do companies need to become the best at managing social media relationships? What is the best way of gaining your colleagues support? How do you implement a new social media strategy and include all corporate stakeholders? Christophe Langlois, Digital & Social Media Strategies, Moller Centre Executive Education CUSTOMER INSIGHT FOCUS: Treading the line between risk and better customer engagement using social media: Keeping without the boundaries of regulation and company guidelines What do you customers actually want from instant communications When does a question turn into a complaint: identifying and tactics to manage the process Taking social media beyond services to brand awareness and keeping it real Taboo topics and sensitive engagement: How do you get people to converse at a deeper level Understanding what customers are interested in: align to customer insight to brand ethos Jake Smith, Digital Marketing and Communications Consultant, Former Head of Digital Content, Legal & General THE FINAL WORD DEBATE: Is social media the future of good customer experiences? Franco Beschizza, Lecturer in Mobile Marketing and Social Media, International Business School Middlesex University Lilach Bullock, Co-Founder and Director, Communications Axis Pete Doyle, Author of Think Twice Tweet Once and social media writer SUMMING UP AND THANK YOU Close of Conference STREAM TWO: FURTHER INSIGHTS: TURNING THE VOICE OF THE CUSTOMER INTO STRATEGY Chairman: Philip Hellyer, Senior Consultant, Philip & Finch CASE STUDY ADDRESS: Implementing analytics at EBay: Large scale successful personalisation The race for personalisational vs contextualisation Measuring a single touch point vs an entire customer journey Gauging how well your multichannel services are being received Putting the right KPIs into place through analytics and data modelling
8 Taking the results and making quick and cost effective changes Suresh Pillai, Head of Customer Analytics and Insights, ebay CASE STUDY PRESENTATION: The Future of Customer Experience Experian & Ipsos Real Time Customer Experience Programme How Experian & Ipsos have developed an insights partnership to change how the business uses customer feedback The development of a sensitive event-driven, real-time feedback solution How technology has been an enabler to embed results directly into the business The positive impact that real-time feedback is having upon the Customer experience Caroline McKinley, Research Director, Ipsos Mori CASE STUDY SESSION: Voice of the customer programmes: Measuring engagement and driving improvements Can it be measured? Customer engagement, customer satisfaction and customer experience Examining each different part of the service that is being delivered to your customers is via people KPIs and key measures: getting the right tools in place to know what you and doing right and getting wrong Making customer feedback matter and driving continuous improvements to the customer journey Manuela Pifani, Head of Customer Strategy & Experience, Direct Line Group THE FINAL WORD PANEL: Future customer engagement: Which are the best ways to succeed and the biggest risks to avoid? Georgios Kolovos, Marketing Director, EMEA & APAC, GE Capital International Dr Julia Wolny, Principal Teaching Fellow in Marketing Southampton Business School John Murray, Freelance Data Science Practitioner and Visiting Lecturer, University of Chester SUMMING UP AND THANK YOU Close of Conference