Forrester

Breakfast Presentation with Cynergy: People Are Strange

Businesses like to believe we are levelheaded, rational people. Those creating customer experiences also like to believe we are levelheaded, rational people. The truth is that in many ways, we are quite irrational and make irrational decisions. Luckily we are predictably irrational, meaning we can design for it. How do you design digital experiences for real people?

Essential Tools For Finding And Fixing Customer Experience Problems

No single tool detects all types of customer experience problems. Evaluating the effectiveness of your diverse channels requires a portfolio of tools, each with strengths and weaknesses. Each tool provides a different kind of insight, requires different types of resources and skills to use, and works best with different channels.

• What tools can help Customer Experience Professionals find customer experience problems?
• How can companies choose the best tools for the experience they're trying to optimize?
• How can companies adopt the skills and partnerships needed to use the optimal tools?

Build A Customer-Centric Culture

Amazon.com's Jeff Bezos famously said that "brand is what people say about you when you leave the room." Similarly, a culture can be thought of as what your employees do when you are not in the room. That's important because employees don't have a Customer Experience Professional nearby to coach them through their day-to-day decisions and actions. This session will explore the tools that Customer Experience Professionals can use to craft a culture that is truly customer-centric. These mechanisms aim to develop a system of shared values and behaviors that focus employee activity on improving the customer experience . . . even if they work behind the scenes.

• What are the tools for building a customer-centric culture?
• What are the best culture-building practices across industries?
• What are the strategies for breaking down barriers to culture-building efforts?

The Future Of Personalization Is . . . Context!

Once, personalization meant putting a customer's name on a web page or making some recommendations based on previous purchases. But in the future, personalization will be far more subtle, sophisticated — and essential for delivering the best possible digital customer experiences.

• Why is context the future of personalization?
• How can firms contextualize their digital experiences?
• How can you create context across multiple touchpoints?

Intermission

Guest Executive Forum With Acquity Group: For The Best Experience, Blend Commerce With Content

A consumer purchase is often the result of a complex journey of many touchpoints. The variety of channels through which consumers can browse, research, and buy also means that the web storefront is no longer the only online commerce venue. Merchants are bringing their products and shopping carts to social media and mobile apps, enabling the full cycle of browse to checkout beyond the walls of a web or physical store. Learn how Adobe’s WEM solution, integrated with an eCommerce system, can help enhance and complete your customer’s purchasing experience and lead you to treasure at the end of the rainbow.

By using an integrated commerce solution, explore how to:

• Automate and streamline processes and workflows for both enterprise users and customers to increase revenues.
• Become more agile by effectively managing user-generated content, community feedback, and brand engagement.
• Measure ROI through real-time analytics with online testing and optimization.

This session is for digital marketers and web analysts in consumer packaged goods (CPG) and retail industries.

Guest Executive Forum With Oracle: The Customer And YOU — Today’s Winners Are Defined By Customer Experience

Come hear Anthony Lye, Senior Vice President of Customer Relationship Management at Oracle, explain how leading companies are investing in customer experience solutions to enrich all interactions between a customer and their company. He will discuss Oracle's vision for transforming your customer engagement, insight, and execution into a connected, personalized, and rewarding experience across all touchpoints and interactions. He will demonstrate how great customer experiences generate real business results by attracting more customers, retaining more customers, and generating more sales while improving operational efficiency.

Guest Executive Forum With Tealeaf: The Customer Experience Challenge: Merging Two Of The World’s Largest Online Travel Platforms

Merging two of the world's largest online travel platforms wasn't easy for United Airlines, but it successfully achieved its goals by having the ability to see its digital channels. In this presentation, Scott Wilson, Vice President, eCommerce at United Airlines, will discuss the strategy for keeping online customers happy during this critical time, the tools United used to effectively manage the customer experience, and how it plans to keep improving the online experience for all of its customers.

Afternoon Break In The Solutions Showcase

How Two Firms Improved Customer Experiences For Key Moments Of Truth

There are many ways to address customer experience problems by improving the design of products and services. But how can you fix those problems in a way that makes the most business sense? Hear how two firms have developed effective ways to solve experience problems to drive business results.

• How did they identify and implement solutions to the problems they uncovered?
• How did they estimate the business impact of the solutions they put in place, and what results did they achieve?
• How can you apply the approaches that these companies took to your unique situation?

The Future Of Mobile

Customer experiences extend across a plethora of touchpoints, ranging from physical locations to IVRs to mobile devices. Increasingly, mobile interactions are key to tying together interactions across other touchpoints and to extending the experience beyond merely replicating what's available in other channels. Customer Experience Professionals must offer mobile experiences that provide consistency and continuity with other channels while leveraging the uniqueness of the medium to deliver an optimized customer experience.

• How are mobile technologies and devices evolving?
• What new opportunities will emerge as mobile technologies develop?
• How should Customer Experience Professionals use mobile as a customer experience unifier?

Intermission

Day One Closing Remarks

Breakfast Presentation With Adobe: Digital Self Meets Digital Brand

Through the vast amount of 1's and 0's emerges the digital self: the phenomenon driving the next era of digital marketing. Join Adobe's Kevin Cochrane to discover how the most innovative global companies are responding to this shift in the marketplace by building stronger connections with influencers, prospects, and customers through personalized experiences that build their digital brand.

Guest Executive Forum With Autonomy, An HP Company: Using Big Data To Drive Revenue And Improve The Customer Experience

Companies today are looking to leverage big data to deliver compelling, successful, and consistent customer experiences. Big data has shifted from pure structured databases that contain a wealth of transactional and interaction data to strategies that combine structured data with human information — phone calls, tweets, surveys, blogs, web visits, videos, etc. Learn how understanding 100% of customer data will allow your company to predict, attract, and deliver the right message to your customers across all channels.

Guest Executive Forum With EffectiveUI: Cancer Treatment Centers of America: Patient Empowered Care

Cancer Treatment Centers of America (CTCA) is a network of fully accredited cancer hospitals, with a focus on advanced and complex cancers. CTCA wanted to create a patient-centric interactive experience to aid in the cancer treatment decision process. Partnering with EffectiveUI, it applied a user-centered design approach to better engage prospective patients, articulate key differentiators, and bring the CTCA hospital experience to life.

This session will explore:

• Redefining the patient’s online experience through the use of customer insight and human-centered design.
• Co-creating a standalone digital experience that is an intuitive, easy way for patients and caregivers to quickly understand what it is like to be onsite at a CTCA hospital.
• Integrating digital assets into a multimedia platform that focuses on sharing the CTCA treatment model through physicians, other hospital staff, and patients’ and caregivers’ stories online.

Guest Executive Forum With ForeSee: The Big Data Trend In Managing The Customer Experience

As companies compile mountains of customer experience data, determining where to focus resources is a tremendous challenge. Most analytics are compiled in channel silos based on behavioral data and the integrated customer perspective is often left out of the mix. Customer satisfaction analytics can provide the unifying focus and vision to manage the customer experience across all touch points and throughout the customer path. This session will address:

• How satisfaction analytics link to and predict cross-channel behavior 
• Why satisfaction analytics make your business case for improving the customer experience more compelling

Guest Executive Forum With SDL: Taming The Mobile Customer Experience

In the world of mobile customer experience we are all pioneers, venturing into this wilderness of customer engagement opportunity. And all pioneers face the same eventual outcomes—either heralded as geniuses by taming this new land or becoming irrelevant, forgotten along the way.

So how can we increase the chances of genius and separate the mobile hype from the very real need to engage our current and potential customers wherever and whenever they choose? This presentation includes the following topics:

• The rise of content consumption on mobile
• Mobile is a core digital marketing business imperative, not a side show
• How a mobile strategy fits into a content marketing strategy
• The choices facing the digital marketer, from native apps to reactive web design

Lessons From Forrester's 2012 Voice Of The Customer Award Winners

On Day 1 of the Customer Experience Forum, Forrester will announce the three winners of its annual Voice Of The Customer Awards. To get more detail on the innovative ways in which these companies earned their awards, come hear their answers to these questions:

• How did these companies structure their VoC programs?
• What improvements did they drive as a result of the insights they gathered?
• What lessons can other firms apply to their own VoC programs?

How Business Technology Supports — Or Undermines — Customer Experience

Behind every customer experience there's a set of technology systems that can cause that experience to succeed — or fail miserably. In this session, we'll hear firsthand stories of how Customer Experience Professionals and their technology partners have evolved their infrastructure to support the goal of greater customer centricity.

• Which technologies have the biggest effect on the ability to deliver great customer experience?
• How can you balance technology concerns with customer needs and expectations?
• How can you structure technology change so that it's both successful and manageable over a long period of time?

How Does Social Media Change Customer Experience?

Firms often deliver disjointed experiences through fragmented social media initiatives. This session will show why social media activities are delivering "broken" experiences and what Customer Experience Professionals must do to turn things around.

• What's wrong with the way organizations have "done" social?
• How is social media changing the customer journey?
• What steps must Customer Experience Professionals take to orchestrate social and traditional channels?

Intermission

Bucking The Trend In An Industry That Delivers Poor Customer Experience

Health insurance is not known for delivering strong customer experiences — via any channel. But Regence BlueCross and BlueShield follows user-centered design best practices on its myRegence.com member service site — and delivers an experience that differs drastically from that of most health insurers.

• How did Regence justify its user-centered approach in a largely non-user-centered industry?
• How did Regence use user research to uncover latent consumer needs?
• How did Regence translate user insights into a best-in-class online member service experience?

An Introduction To Customer Experience Governance

Companies that want to deliver a great experience need to excel at governance — one of the key customer experience disciplines.

• What exactly is customer experience governance?
• What are the most common governance models for customer experience?
• How do I know which governance model is right for my organization?