Building A World-Class Multichannel Customer Experience |
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September 21-23, 2003 New York, N.Y.
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Agenda & Speakers
September 21
September 22
September 23
7:30-8:30 a.m.
Registration/Continental Breakfast/Technology Showcase
8:30-8:45 a.m.
Design Track: The Best Cross-Channel Experiences
Consumers cross channels, creating channel integration challenges for manufacturers, financial services institutions, and retailers. How can companies create world-class multichannel customer experiences without breaking the bank? Firms can't do it all -- but by understanding customer needs, winners will make the channel connections that matter.
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Harley Manning |
8:30-8:45 a.m.
Marketing Track: Making Integrated Marketing Work For You
Ad-skipping, ad-blocking, fragmented audiences, and multitasking make marketing more challenging than ever. To cut through the clutter, marketers must embrace integrated marketing -- the weaving together of digital and physical channels to engage consumers' emotions, deliver brand experiences, and form ongoing relationships. In the Marketing Track, marketers will learn best practices in the areas of integrated marketing strategy, media planning, execution, and measurement.
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Chris Charron |
8:30-8:45 a.m.
Selling Track: Capturing And Keeping Profitable Customers
Today's consumers demand consistent multichannel experiences from retailers, travel suppliers, and consumer product manufacturers, and many companies are trying to deliver. But it's not easy: Organizational issues, marketing and merchandising disconnects between channels, and complex technology integration projects frequently prevent companies from presenting a great multichannel shopping experience. The Selling Track will explore these topics and present solutions and best practices from retailers and suppliers who have successfully learned how to use multiple channels to win customers and boost their loyalty over time.
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Kate Delhagen |
8:45-9:30 a.m.
Design Track: Simplify Cross-Channel Design
- How do market leaders design great customer experiences?
- What technologies have they mastered?
- What guides their investments and operations?
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Bob Chatham |
8:45-9:30 a.m.
Marketing Track: Create A Marketing Experience
- What are the hallmarks of a great integrated marketing campaign?
- How can a siloed brand organization do integrated marketing?
- What are the best examples of integrated marketing campaigns?
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Jim Nail |
8:45-9:30 a.m.
Selling Track: Where Are All The So-Called "Loyal Customers?"
- Are there really any loyal customers out there? How can retailers and manufacturers keep loyal customers happy and build true loyalty?
- What strategies attract the customers to your brand?
- What's the role of technology in developing lifetime loyalty?
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Christopher M. Kelley |
9:30-10:30 a.m.
Design Track: Three Cross-Channel Design Success Stories
- Who can lay claim to cross-channel success?
- What best practices have leaders uncovered?
- How do these leaders generate -- and sustain -- internal support?
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Bob Chatham |
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Frederick S. Leichter |
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Dennis M. Shockro |
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Joan Broughton |
9:30-10:30 a.m.
Marketing Track: Creating New Advertising Experiences Panel
- Should advertisers be in the content business?
- Can product placement substitute for regular commercials?
- How can marketers make the most of the TV-Web connection?
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Josh Bernoff |
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Rick Mandler |
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Lakish Hatalkar |
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Omar Rodriguez |
9:30-10:30 a.m.
Selling Track: Best Practices Panel: Profitable Customer Retention
- What are the best acquisition tactics you've used?
- What's the role of the store (and other consumer touchpoints) in building loyalty?
- What's the value of customer loyalty programs?
- What keeps retailers and suppliers from developing loyalty?
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Kate Delhagen |
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Amy Curtis-McIntyre |
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Scott Key |
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Colette Courtion |
10:30-11:00 a.m.
Morning Break/Technology Showcase
11:00-11:45 a.m.
Design Track: The ROI Of Design Personas Panel
- Who uses design personas today?
- How much should firms spend to create personas?
- What concrete benefits have these firms realized?
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Paul Sonderegger |
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Michael D. Moore |
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Chris Colborn |
11:00-11:45 a.m.
Marketing Track: Measuring Integrated Marketing Panel
- How do you measure the incremental lift of integrated campaigns?
- Which metrics best reveal consumer loyalty across channels?
- What new technologies will transform marketing measurement?
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Charlene Li |
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Glenn Engler |
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Steven G. Rosenblum |
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Chris Gaebler |
11:00-11:45 a.m.
Selling Track: Winning The Cross-Channel Sale
- How different are multichannel shoppers and how do you satisfy them?
- What's the hardest part of running a multichannel retail operation?
- What are the three most important lessons you have learned?
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Barry Judge |
11:45-12:15 a.m.
Design Track: The "XC" Cross-Channel Awards
Forrester awards presentation for leaders in cross-channel experience design
Download the entry form and win recognition for your company's cross-channel success.
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Harley Manning |
11:45 a.m.-12:15 p.m.
Marketing Track: The Great Debate: Who Owns The Integrated Marketing Campaign -- The Agency Or The Client?
- Who is more disintegrated -- agencies or marketing organizations?
- What are the pros and cons of agency-led integrated marketing?
- How must agencies change to accommodate integrated marketing?
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Jim Nail |
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Jim Garrity |
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Charlie Tarzian |
11:45 a.m.-12:15 p.m.
Selling Track: Forrester Analyst Panel: On Demand Analysis From Our Experts
- Who do you think does the best job of building customer loyalty today in your industry?
- What's the most surprising thing you've heard here and why?
- What advice would you offer to multichannel sellers trying to win customers these days?
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Kate Delhagen |
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Carrie A. Johnson |
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Mark Dixon Bünger |
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Henry H. Harteveldt |
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Christine Spivey Overby |
12:15-1:30 p.m.
Lunch/Technology Showcase
