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Forrester's Forum For Customer Experience Professionals

Monday, November 16, 2015 - Tuesday, November 17, 2015London
  • Monday November 16

    • 09:00 AM - 10:00 AM

      Networking Breakfast
    • 09:10 AM - 09:30 AM

      Breakfast Session With Webtrends: It’s Not What You Know Or Who You Know That Matters

      It’s what you know about who you know and when to use that information that really counts.

      While business is clearly fixated on personalizing the customer experience, it is important to remember that it’s the person in personalization that really matters. We will discuss the reasons why focusing on them and what you know about them, rather than on product recommendation, is key in attracting and keeping customers. Who should you engage with? One size never fits all. Omnichannel is dead — except for the few.

    • 09:30 AM - 09:50 AM

      Breakfast Session With Zendesk: Make It Simpler

      Join Dan Moross, Director of Customer Experience at MOO, to hear about:

      MOO who? How important is customer service to the MOO experience? What does customer experience mean at MOO?

    • 10:00 AM - 10:10 AM

    • 10:10 AM - 10:50 AM

      Part One, featuring:



      Forrester’s research shows that emotion — how an experience makes the customer feel — contributes most to customer loyalty in 17 of the 18 industries we have studied. But when it comes to emotion, most business professionals regard the softer side of customer experience as accidental, not essential. That is a big mistake.

      In this opening segment:

      Forrester Analysts Megan Burns and Anjali Lai will explore the meaning of emotion when it comes to customer experience; which brands are particularly good at understanding and managing customer emotion; and the best practices and tools that leading companies use to anticipate customer emotions, design experiences, and coach employees so that customers consistently walk away feeling good about the experience they just had.

    • 10:50 AM - 11:20 AM

      Partner Session With Oracle: Think Bigger. Customers Expect It.

      Focusing only on today’s trends will guarantee obsolescence tomorrow. Digital disruptors think beyond accepted boundaries and design customer experiences that have relevance today and elasticity for the future.
    • 11:20 AM - 11:50 AM

      Networking Break
    • 11:50 AM - 01:00 PM

      Part Two, featuring:



      The line between the brand, marketing, and CX disciplines has blurred as empowered customers gain access to companies and products on their own terms. But most firms lack sufficient alignment among brand, marketing, and the CX function to ensure that the customer experience delivered matches and reinforces the brand promises being made.

      In this session:

      Forrester Analyst Joana Van Den Brink-Quintanilha will showcase companies that consistently align their brand and CX promise; she will also share best practices for how CX professionals can deliver effective and emotionally engaging experiences that align with the brand promises made by marketing.

      Reuben Arnold will discuss how he manages Virgin Atlantic's customer experience offering in the air and on the ground, while also overseeing the brand strategy.


      In today's global and economic climate, companies must be ready to weather the storm during times of crisis. Khaled Akl will discuss Unilever's successful model of crisis and brand management — and how you can develop and deploy your own crisis management model.


      Sponsored By: ISIS Papyrus

    • 01:00 PM - 02:00 PM

      Networking Lunch
    • 01:30 PM - 01:40 PM

      Theater Presentation With Zendesk: Better Customer Experiences And Conversations

      In the new era of customer relationships, customers have more power than ever before. Organizations must constantly win consumers trust but achieving this is tough.

      • Build a better online destination for 24/7 seamless support.
      • Build self-service communities.
      • Use customer data for more meaningful conversations.


    • 01:40 PM - 01:50 PM

      Theater Presentation With InMoment: How You Listen Matters

      In the rush to know more about customers’ experiences, it’s all too easy to move from honest inquiries to virtual interrogations centered on what you want to know instead of what your customers want to say.

    • 02:00 PM - 02:40 PM

      Breakout Sessions

      Elevating Experience With Design


      Without a rigorous and sophisticated approach to design, businesses have no hope of gaining, and sustaining, a competitive advantage through customer experience. But just 29% of companies surveyed by Forrester follow a formal design process. This session will explore the relationship between CX and design, including how companies integrate design into their businesses, as well as the behaviors, activities, and values that organizations must adopt to fuel effective design. With Allegra Burnette, Principal Analyst, Forrester Research.

      How To Measure Emotion In Customer Experience


      Being able to measure how an interaction makes a customer feel is the only way for CX pros to master emotional customer experience, prevent an epidemic of negative emotions, and validate design initiatives that aim to improve CX. However, the practice of measuring emotions for CX is nascent. Maxie Schmidt-Subramanian, Senior Analyst, Forrester Research, will explain how to create a customer experience measurement framework that helps you capture emotions in CX and drive business outcomes.

      The Seven Steps Of Effective Journey Mapping


      Journey maps empower you to build and improve CX from the outside in. Whether you are using journey maps to design customer-centric experiences or to align experiences and cultures around customer needs, learn how to get the job done right. The seven steps outlined in this session will help CX professionals boost journey mapping effectiveness to drive real change. With Joana van den Brink-Quintanilha, Senior Analyst, Forrester Research.

    • 02:40 PM - 02:50 PM

    • 02:50 PM - 03:20 PM

      Gold Session With SugarCRM: Key Business And Technical Considerations For Optimizing The Customer Journey

      While many organizations have undergone some sort of customer journey mapping exercise, without properly bringing people, process, and technology together to take action for those insights, results can be disappointing. In this session, SugarCRM CMO Jennifer Stagnaro will reveal key strategies for aligning business objectives with the ideal technical components that enable organizations to truly operationalize the customer journey. The session will also outline some real-word use cases where businesses have taken the next step in using modern CRM to optimize the customer journey.

    • 02:50 PM - 03:20 PM

      Gold Session With MaritzCX: The Revolution In CX Technology

      CX technologies are exploding — some are terrific for your program, and others are not. Companies and CX practitioners need to make sense of the emerging landscape and use the right technologies to power up CX program results. Justin will share his insights on successful customer experience programs from his work as a practitioner and former head of CX practices at JetBlue Airways and as a thought leader in the customer experience industry.


    • 02:50 PM - 03:20 PM

      Gold Session With eGain: Any Agent, Any Call: How To Clone Your Best Contact Center Agents

      In a massive survey conducted by Forrester Research, 5,000 consumers lamented that lack and inconsistency of agent knowledge is the biggest pain point in customer service today. How do you make all your agents as knowledgeable as your best agents so any agent can handle any customer query? How can you cut training time while making sure agents comply with best practices and ever-changing regulations? How are blue-chip companies doing it already?

    • 03:20 PM - 03:50 PM

      Networking Break
    • 03:50 PM - 05:10 PM

      Part Three, featuring:



      Evaluating the ROI of good CX by total stock market returns can be misleading. Some companies with great CX suffer poor returns, while some CX laggards beat the market. What is going on? Does customer experience really matter to business success — or is CX just the latest hype?

      In this part of the program:

      Forrester’s Harley Manning will explore how customer experience can create competitive advantage, revealing the factors that determine whether CX can drive sustainable revenue growth in your industry and how to ensure that your CX investments are worthwhile.

      Learn how Darren Norfolk empowers his Rackspace employees (aka "Rackers") to deliver personal customer experiences at every touchpoint.


      Andrew Archibald can attest that you don't need a big budget to deliver great customer service. Learn about the smart, strategic choices that resulted in Travelodge's successful CX transformation.


    • 05:10 PM - 06:40 PM

      Networking Reception
  • Tuesday November 17

    • 08:00 AM - 09:00 AM

      Networking Breakfast
    • 08:30 AM - 08:50 AM

      Breakfast Session With GMC Software: CX And Customer Communications: From Multichannel To Ommichannel

      For companies, the last key differentiator is creating a better customer experience: timely, compliant, contextual, highly personalized, and omnichannel. To meet new customer demand in terms of channel preferences, for instance, organizations strive to adapt by moving away from siloed systems that make communications fragmented, and therefore riskier and costly. In this session, GMC will demonstrate how to easily create an omnichannel strategy by leveraging your existing communications. Discover how GMC helps you adapt faster to new trends and new media, using a single-design GUI and empowering business users to create and deliver compliant, targeted, and responsive communications for a faster time-to-market and a better customer experience.

    • 09:00 AM - 09:10 AM

      Welcome Back
    • 09:10 AM - 10:10 AM

      Part Four, featuring:



      Seven years of Forrester’s Customer Experience Index (CX Index™) data shows that companies are adept at fixing broken experiences. But few have succeeded at creating great experiences. To differentiate, firms must challenge existing experience models and deliver new value to customers.

      In this part of the program:

      Forrester analyst Tony Costa will reveal how CX innovation drives business success, what practices and behaviors firms should adopt to innovate their customer experience, and how firms foster CX innovation within their organizations.

      Giorgia Roversi will discuss how YOOX Net-A-Porter Group has strengthened customer relationships through constant innovative changes, from point-of-purchase all the way to product packaging.


      John Walker will discuss how combining customer insight and customer experience can unlock not just a better customer experience but also business value by pointing rich data sources at customer experience.

    • 10:10 AM - 10:40 AM

      Partner Session With KPMG: In the Driver’s Seat: CX Professionals’ Role In Driving Profitable Growth

      There’s a delicate balance between the investments required to improve CX, ever-changing customer expectations, and a company’s profits. But how do you strike that balance? How can you get a holistic view of the value customers bring to a business? CX professionals hold the keys to helping their organizations understand that value through measurement and continuous assessment, ultimately driving profitable growth if managed well and risking potentially catastrophic consequences if ignored. Driving profitable growth through investments in customer experience is much more than an art — it’s a science.


    • 10:40 AM - 11:20 AM

      Networking Break
    • 11:20 AM - 12:00 PM

      Breakout Sessions

      Digital Innovation In Financial Services


      High margins, underserved customers, and accumulated inefficiencies have made retail financial services a target for disruptive innovators. This panel will discuss how to use digital technologies to create new value for customers and how to overcome the barriers to successful innovation, with a focus on how to establish and maintain an innovative culture within your organization. With Oliwia Berdak, Senior Analyst, Forrester Research. Featuring:

      Paolo Barbesino, SVP, Head of Digital, Unicredit Group

      Pete Connell, Managing Director, Wealth Wizards

      Ricardo Campos, Senior Director, Bank Millennium.

      Overcome The Stakeholder Dilemma In B2B Customer Experience

      B2B CX professionals face a tough challenge in identifying key stakeholders within customer accounts who will influence future renewals. This panel will help CX pros successfully navigate this landscape. With TJ Keitt, Senior Analyst, Forrester Research. Featuring:

      ‎Héloïse Ardley, Director, Voice of the Customer, Pearson

      Daniel Gradidge Vice President, Customer Experience, Mimecast

      Mark Harrison, General Manager, Customer Excellence, Shell International

      Start Innovating With Future-State Journey Mapping

      Learn how to use future-state journey mapping to unlock new areas of value, create new offerings, and envision the future with this session from Tony Costa, Principal Analyst, Forrester Research.

    • 12:00 PM - 12:10 PM

    • 12:10 PM - 12:40 PM

      Partner Session With Okta: Driving Customer Experience Through Identity And Mobility Management

      Market drivers: Exploring the changes in the traditional IT landscape, backed up with some interesting statistics. Collaboration, convergence, and competition are driving the IAM market.

      Okta vision: How Okta has taken a radically different approach to the market and where IDaaS is gaining market share.

      Customer validation: Review of a number of case studies to provide some context to the above. 

    • 12:10 PM - 12:40 PM

      Partner Session With Verint: Strategy Determines Direction; Technology Lights The Way

      Hear about HomeServe’s ongoing journey to nurture an innovative culture and drive employee engagement. Vatsana Gordon, Head of Workforce Management, will talk about how the business has gathered, and continues to gather, feedback from its employees. This process, driven by a clear strategy to cultivate a customer service culture, identified the need for a technology refresh. Vatsana will show how implementing WFM will have a tangible effect on culture and employee engagement.

    • 12:40 PM - 01:30 PM

      Networking Lunch
    • 01:30 PM - 02:30 PM

      Part Five, Featuring:



      Competitive differentiation and innovation require organizations to adopt new customer-centric behaviors, beliefs, and skills. And while many people think that the job of CX pros is to improve the customer experience, their real job is to help their company become more customer-obsessed.

      In this closing segment:

      Forrester's Leah Buley will discuss the key characteristics of a customer-obsessed company, how to cultivate and sustain customer obsession, and how to leverage your existing organization to become customer-obsessed.

      Andreas Schlegel will discuss the development and implementation of integrating a customer culture into Volvo's showrooms. These strategic implementations make the customer journey a memorable one.

      From the initial launch in France to a push for global deployment, Barbara de Labriffe will explain the cultural challenges that were overcome and lessons learned to become a customer-centric company.