Delivering Breakthrough Multichannel Customer Experiences

September 19-21, 2004 New York, N.Y.

Agenda & Speakers

September 19   September 20   September 21  

7:30-8:30 a.m.
Continental Breakfast/Technology Showcase

 

8:30-8:40 a.m.
Day Two Introduction: Best Practices In Experience Design

Chris Charron Vice President, Research Director Forrester Research, Inc.

 

8:40-9:20 a.m.
The Best Multichannel Experiences: The Forrester "XC" Awards

• What elements drive a great multichannel experience?
• Which companies deliver "breakthrough" customer experiences?
• Who are the winners of Forrester's 2004 cross-channel "XC" awards?

Bruce D. Temkin Vice President, Practice Director of Financial Services Forrester Research, Inc.

 

9:20-10:00 a.m.
Distinct Experiences For Distinct Brands

• What role does technology play in the JetBlue customer experience?
• How do you know when consumers "want less"?
• How can companies make customer service a marketing benefit?
• How do you keep a red-hot brand fresh in the midst of massive growth?

David Neeleman Chairman and Chief Executive Officer JetBlue Airways Corporation

 

10:00-10:30 a.m.
Morning Break/Technology Showcase

 

10:30-11:10 a.m.
Reinventing The Healthcare Experience

• How is Aetna transforming consumers' experience with their health plan?
• What role will technology play in connecting plans, patients, and doctors?
• How will consumerism change the role of brands in healthcare?

John W. Rowe, M.D. Chairman and CEO Aetna, Inc.

 

11:10-11:50 a.m.
Tapping Into The Power Of Consumers

• How do you use the Net to harness the power of brand loyalists?
• How will consumer empowerment in the digital age shape media distribution, brand marketing, and political discourse in the future?
• Is blogging an overhyped fad or a viable marketing tool?

Joe Trippi Principal, Trippi & Associates Former Campaign Manager Dean for America

 

11:50 a.m.-12:40 p.m.
Devices Showcase: Gadgets For Home, Work, And Real Life
This session showcases new devices, technologies that matter, and gadgets for the enterprise. Lunch will be provided.

Ted Schadler Vice President Forrester Research, Inc.

 

11:50 a.m.-12:45 p.m.
Lunch/Dessert/Technology Showcase

 

12:45-2:45 p.m.
Functional Track Sessions

Marketing:
Thriving In An Age Of Ad Avoidance

This track will lay out a road map for marketers who are trying to grapple with the accelerating trend of ad avoidance — ad blocking, ad skipping, digital video recorders, "Do Not Call" lists, and spam blocking — as they seek to acquire new customers and strengthen customer relationships. Eric Schmitt will unveil Forrester's Consumer Technographics® data that reveals "The Consumer Advertising Backlash," an increasing propensity by consumers to use technology to shut out advertising and marketing. The first panel will focus on innovative ways that marketers are reaching consumers — by blending direct and mass marketing techniques, developing scenario-based marketing campaigns, mining customer data, and using rich media, online promotions, and search engine marketing. The second panel will focus on improving the impact of television advertising and focus on new flavors of TV advertising — such as targeting through digital cable set top boxes.

Eric Schmitt, Senior Analyst, Forrester Research
Charlie Thurston, President, Comcast Spotlight
Mitch Oscar, EVP, Carat
Manning Field, First Vice President, Brand Management, Chase Card Services, Bank One
Stuart D'Rozario, Group Creative Director, Fallon Worldwide
Jim VonDerheide, Vice President, CRM Strategies, Hilton Hotels Corporation
Scott Sanborn, Vice President, Marketing, hsn.com

Technology:
Four Technology Areas Enabling Excellent Customer Service Experiences

This track will focus on "Four Technology Areas Enabling Excellent Customer Service Experiences." Providing excellent customer service is not just nice to have — it is becoming a differentiator in more industries. With high customer satisfaction being a leading contributor to retention rates and add-on product sales, finding ways to meet and exceed expectations for service is imperative. In this session, we will look at four areas of technology — proactive service, voice-enabled self-service, multichannel personalization, and online account management/eBilling — that not only are enabling stellar service today, but also offer intriguing views of what the support operations of the future will entail.

John Ragsdale, Principal Analyst, Forrester Research
Angus Davis, Director & Co-Founder, Tellme Networks
Ben Levitan, CEO, Envoy WorldWide
Chris Grejtak, SVP, Products and Marketing, SupportSoft
Joel McGinley, Executive Director of Customer Care Applications, Cox Communications
Brad Wilson, VP, Marketing, Sigma Dynamics
Chris Gardner, VP Products and Marketing, edocs

Design:
Using Customer Personas To Drive Breakthrough Design

This track will focus on best practices in using design personas for customer experience initiatives. Harley Manning will lead off the track speaking about "Why Personas Are The Key To Design Success" — outlining the importance of persona development and how smart companies are using personas to create great experiences. Next, Paul Bennett, the leader of the Global Consumer Experience Design practice for IDEO, one of the world's leading design firms, will share how successful companies are applying product design principles to multichannel experience design. The second panel of the track will focus on cross-channel design case studies, featuring representatives of design agencies and consumer-facing companies.

Harley Manning, Vice President, Forrester Research
Paul Bennett, Leader, Global Consumer Design Practice, IDEO
Adam Lavelle, Client Partner, Agency.com
Marianne Doran-Collins, SVP, Online & Affinity Banking, Sovereign Bank
Kerri Martin, Marketing Manager, MINI, BMW
Dave Batista, Chief Creative Officer, Beam Interactive

Market Research:
How To Learn What Your Customers Are Really Doing

This track will be specifically designed for market research professionals who are heavily involved in data manipulation and analysis for purposes of understanding consumer trends and designing great experiences. Jed Kolko, Ph.D., Forrester's Manager of Custom Consumer Research, will present best practices in using data to understand customers — choosing the right research tools, building customer segmentation, and avoiding the pitfalls of data analysis. The track will also include a panel of market research professionals from consumer-facing companies who will discuss their most successful market research strategies and the quantitative benefits of their own research initiatives.

Jed Kolko, Vice President, Research Director, Forrester Research
Howard Shimmel, Vice President, Market Research, America Online, Inc.
Rob Kaiser, Ph.D., Vice President, Direct Marketing & Research, EarthLink
Erica Reischer, Ph.D., Vice President and Director, Market Research, Wells Fargo & Company
Taddy Hall, Chief Strategy Officer, Advertising Research Foundation

 

2:45-3:15 p.m.
Afternoon Break/Technology Showcase

 

3:15-3:55 p.m.
Staying A Step Ahead In A Competitive, Multichannel World

• How does Victoria's Secret create breakthrough customer experiences?
• How can retailers link customer experiences across channels?
• What metrics should retailers use to measure the success of their multichannel businesses?
• What is the secret to creating live events on the Web?

Kenneth Mark Weil Executive Vice President, Internet Victora's Secret Direct, Limited Brands

 

3:55-4:30 p.m.
Entertainment Experiences Outside Of The Home

• What role can live events play in the marketing mix?
• How is technology enhancing the value of the live events experience — for marketers, artists, and media companies?
• What is the unique value of "away-from-home" marketing experiences?

Brian E. Becker Chairman and CEO Clear Channel Entertainment

 

4:30-4:35 p.m.
Closing Remarks

Chris Charron Vice President, Research Director Forrester Research, Inc.

September 19   September 20   September 21