Forrester's Forum For Customer Experience Professionals EMEA

Why Good Is Not Good Enough

Monday, November 17, 2014 - Tuesday, November 18, 2014London

Track Description

Basic concepts and skills to get you started on the road to great CX.

Track Description

Sophisticated concepts and tools for the advanced CX professional.

Track Description

Cutting-edge techniques to take your CX to the next level.
  • Monday November 17

    • 08:00 AM - 09:00 AM

      Networking Breakfast In The Solutions Showcase
    • 08:35 AM - 08:55 AM

      Breakfast Session With Webtrends : Using Data To Personalise The Customer Experience

      Research earlier this year quoted that “consumers will reward companies for an authentic omnichannel experience with loyalty, an increased share of wallet and brand advocacy across all media channels.” Whilst this predominantly applies to retailers and omnichannel is still out of reach for many, having a more unique and personal approach to your consumers is vital to stay ahead. But with so much data available the challenge is to understand what data can be utilised to drive tailored engagement. During this workshop, we will use a real-life case study to explain how a well-known airline brand is engaging with its consumers on a one-to-one basis at the time of interest and seeing dramatic results.

    • 09:00 AM - 09:15 AM

      Why Good Is Not Good Enough: Opening Remarks
    • 09:15 AM - 09:45 AM

      The Making Of A Great Customer Experience

      According to the latest data from Forrester’s 2014 CXi research, truly awful customer experiences are on the decline. But truly great experiences are still rare. What’s holding companies back? This session will help you answer that question by exploring:

      • The drivers of a quality customer experience.
      • What makes an experience effective, easy, and enjoyable in the eyes of your customers.
      • How to use this information to get the most out of your customer experience program today.
    • 09:45 AM - 10:15 AM

      Keynote Session With Lithium : How Experience Fails To Deliver In A World Of Extreme Expectations

      A great customer experience has always been the function of expectations. You exceed their expectations, you delight. You fail them, you frustrate. The ability to build a distinctive experience is now even harder as customer expectations are dramatically on the rise and seemingly impossible to meet. Join Lithium’s Dayle Hall as he outlines a framework for how to think about the range of your touchpoints and how the digital customer experience can be the foundation of improving the overall customer experience. He’ll share examples of how Sky, Migros, and giffgaff are rethinking their approach with a digital first mentality, while helping you learn:

      • How your digital customer has changed in the last 12 to 24 months.
      • Which customer touchpoints are failing your brand.
      • What you must do to meet your customers’ expectations.
    • 10:15 AM - 10:45 AM

      John Lewis: Aiming For Excellence

      Andrew Murphy, board director responsible for development and delivery of the renowned John Lewis customer experience, will reveal and explain the five key components of the UK's leading retail service proposition. Starting with an unrelenting focus on its partners (employees), John Lewis takes a differentiated approach to delivering customer experience excellence that builds a holistic series of policy and operational responses around a detailed understanding of its customers' values and behaviors. Delegates will:

      • Leave with a new perspective on how to optimize customer experience through leadership focus on employee engagement.
      • Learn about the strategy of holistic customer mirroring.
      • Hear about the importance of guaranteeing delivery of the customer's ultimate purchase intent, rather than simply ensuring touchpoint or journey satisfaction.
    • 10:45 AM - 11:35 AM

      Morning Networking Break In The Solutions Showcase
    • 11:35 AM - 12:20 PM

      Five Things You Must Do To Build A Customer-Centric Culture

      Cultivating a customer-centric culture is one of the toughest challenges that customer experience professionals face. But despite false starts and outright failures at many firms, some companies do succeed. In this session, you’ll learn:

      • The five essential steps leading companies to build a customer-centric culture.
      • How to retune incentives, rewards, and rituals to align employee behaviors with your customer experience strategy.
      • The roles customer experience teams play in changing a culture at the most successful firms.
    • 11:35 AM - 12:20 PM

      How To Build A CX Strategy

      Without a well-defined and actionable customer experience strategy, even well-intentioned companies will never get off of the find-and-fix treadmill. In this session, Leah will address:

      • The role CX strategy plays vis-à-vis brand and corporate strategy.
      • How leading firms build customer experience strategies that resonate with employees, partners, and customers.
      • The role CX professionals must play in developing effective CX strategies.
    • 11:35 AM - 12:20 PM

      Better Customer Experiences Through Data-Driven Design

      With the rise of location-based analytics and the proliferation of smart devices, firms can now capture customer insights online, in-store, and everywhere in between. In this session, Tony will explore:

      • How the application of this data drives new experiences — in-store, in-venue, and online.
      • How the design process will change from conceptualization through execution.
      • Where to begin with data-driven design.
    • 12:20 PM - 12:30 PM

    • 12:30 PM - 01:00 PM

      Guest Executive Forum With SDL : Context: Redefining The Moments Of Engagement

      Drive brand equity and top-line revenue by delivering contextual customer experiences. Join Howard Beader, Vice President of Product Marketing for SDL, to learn how to:

      • Utilize customer insights across the complete customer journey.
      • Engage customers with hyper-relevant content across optimal channels.
      • Engage your customers to cultivate brand advocates.
    • 12:30 PM - 01:00 PM

      Guest Executive Forum With Intershop : Experience Tomorrow -- Everything Is Possible

      Your customers don’t care about your business model. They expect to find what they want across multiple touchpoints, defining their own journey. They go for an "experience" — something that inspires anytime and anywhere. To get noticed and be remembered, you have to transcend the expectations they have today and give your brand followers something new and redefine what’s possible.

      Join this session to learn three strategies from Intershop CEO Jochen Moll that you can use to start offering tomorrow-like experiences by:

      • Unleashing the full potential of omnichannel commerce.
      • Shedding the "business model" mindset.
      • Developing die-hard dedication to customer centricity.
    • 12:30 PM - 01:00 PM

      Guest Executive Forum With Microsoft : Connected Customer And Partner Experience (CPE): Avoiding Pitfalls

      At its core, Microsoft is the productivity and platform company for the mobile-first and cloud-first world. How do we ensure that customers, partners, and employees enjoy the best digital work and life experiences with our technologies and services? We start with the ability to adopt an outside-in view of what it’s like to do business with Microsoft through the eyes of our customers.

      These experiences are made up of the journeys our customers and partners take in pursuit of their personal and business objectives and the interactions they have with us as they do so. Yet for Microsoft — as with many complex organizations — an understanding of where these customer interactions occur can be “stuck” inside functional or organizational silos. As a result, it's difficult to see how customer journeys or interactions can be improved and in what order. In this session, Sasha Frljanic will discuss the critical roles of:

      • Research-based personas and outside-in multidimensional journey maps.
      • Building a companywide customer and partner experience (CPE) framework.
      • Experience strategy.
      • IT.
    • 01:00 PM - 02:00 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 02:00 PM - 02:45 PM

      Leverage Loyalty Beyond The Program

      Many companies try to back into customer loyalty by focusing entirely on rational benefits like points, offers, and discounts. And, loyalty programs provide a mutually beneficial framework for collecting customer insight and rewarding customers. But customer loyalty extends beyond the rational and in some cases beyond what a loyalty program can even offer. In this session, you will learn:

      • The current state of loyalty today.
      • How to elevate your loyalty strategy.
      • The benefits of leveraging loyalty beyond the program.
    • 02:00 PM - 02:45 PM

      Align Your Brand And Customer Experience

      Brand and customer experience are inextricably linked. A good experience builds brand value, and your brand sets the expectations that your customers have for the experiences they anticipate. But in many firms, brand building and customer experience efforts are not coordinated. In this session, Tracy will share:

      • The specific outcomes that good customer experiences have on brand building.
      • How the role of customer experience in brand building varies by industry.
      • How to align brand and customer experience strategies.
    • 02:00 PM - 02:45 PM

      The Power Of Disciplined Simplification: Breaking Through Complex Ecosystems

      CX professionals often view simplification as the answer to rising ecosystem complexity. But simplicity is not enough to elevate customer experiences beyond the realm of the merely usable and convenient. This session looks at what companies need to know to design magical customer experiences. In this session, Allegra will explore:

      • The role simplification plays in improved experience design.
      • Designing innovative experiences.
      • Building magical experiences.
    • 02:45 PM - 02:55 PM

    • 02:55 PM - 03:40 PM

      Master The Mobile Mind Shift

      Consumers reach for their mobile phones and expect instant access to relevant information. Is your company ready to serve your customers in these mobile moments? In this session, Michael will address:

      • How mobile has changed your customers' behaviors.
      • How you can identify your customers' "mobile moments."
      • What steps customer experience professionals should take to prepare for the mobile mind shift.
    • 02:55 PM - 03:40 PM

      Design A Best-In-Class Mobile Experience

      Mobile presents an enormous opportunity to rejuvenate customer experiences for those able to cope with relentless device permutations, demanding human factors, and shifting customer expectations. Those willing to make the investment need to understand what sets the best mobile experiences apart. In this session, you’ll learn:

      • The essential attributes of best-in-class mobile apps.
      • The most common barriers to a great mobile experience.  
      • Key tactics to excel at mobile experience design and delivery.
    • 02:55 PM - 03:40 PM

      Connecting Digital And Physical Experiences

      Place-based organizations have historically focused on digital projects that support or extend their physical presence. But as the available kit of digital tools grows, our use of them becomes more sophisticated, and visitors and customers play an increasingly active and central role in our ecosystems, we need to rethink how we connect the digital and the physical experiences together. Using examples from her work at The Museum of Modern Art in New York, Allegra will address:

      • The role of experimentation in getting it right.
      • The necessity of breaking down silos and collaborating.
      • The primacy of your customers in planning a connected experience.
    • 03:40 PM - 04:30 PM

      Afternoon Networking Break In The Solutions Showcase
    • 04:30 PM - 05:00 PM

      Turning Customers Into Fans

      ING-DiBa's journey to become "Germany's most popular bank" (eight times in a row) and the top-ranked bank in Forrester's Customer Experience Index, Germany 2014 started with an unrelenting focus on its employees and its corporate culture. In this session, attendees will:

      • Explore the drivers of quality customer experience.
      • Hear about the importance of making a banking experience effective, easy, and enjoyable in the eyes of customers.
      • Leave with a new perspective on how to optimize customer experience through leadership focus on employee engagement.
    • 05:00 PM - 05:30 PM

      The Promenade To Business Class — Back Down To Earth

      Cars, trains, and ships are undergoing radical changes, all of which will change the customer experience and increase consumer expectations in the future. Will the design of commercial aviation cabin interiors keep up with innovation and developments in ground-based hospitality and surface-transport products and thus continue to meet and exceed the expectations of the demanding traveler? This session will cover:

      • The role of design in enhancing the customer experience onboard.
      • Other modes of transports — cars, trains, and ships — are changing radically, which will change the customer experience and increase consumer expectations in the future.
      • How will the aviation industry respond?
    • 05:30 PM - 05:35 PM

      Day One Closing Remarks
    • 05:35 PM - 07:05 PM

      Evening Networking Reception In The Solutions Showcase

      Sponsored By: Synthesio

  • Tuesday November 18

    • 08:00 AM - 09:00 AM

      Networking Breakfast In The Solutions Showcase
    • 08:35 AM - 08:55 AM

      Breakfast Session With Oracle : Digital Disruption And The CX Opportunity

      How are you keeping up close and personal with today’s hyperconnected customers? Join us to learn more about:

      • How to avoid being one of the brands that’ll disappear in a generation.
      • Why digital disruption offers CX leaders the biggest opportunity, ever.
      • What successful digital CX investment looks like.
    • 09:00 AM - 09:15 AM

      Day Two Opening Remarks
    • 09:15 AM - 09:45 AM

      The Customer Experience Ecosystem, Redefined

      Your customer experience ecosystem determines the quality and defines the limits of every experience your company delivers. But as firms adopt an outside-in approach to experience design — focusing on real customer needs rather than legacy assumptions and inside-out biases — they learn that their ecosystems are not aligned with new realities. This session will explain:

      • What a customer ecosystem really includes.
      • How leading firms have redefined their ecosystems to radically improve — and innovate — customer experience.
      • The role customer experience professionals play in business transformation.
    • 09:45 AM - 10:15 AM

      Powering Up Your Client Experience

      Coordinating a coherent and branded online experience across a large global enterprise is fraught with challenges -- organisational, technical, and very often political. In this session, Hish will share how UBS:

      • United global teams.
      • Broke down divisional silos by leveraging common designs.
      • Reused code to deliver an award winning compelling differentiation for our clients.

    • 10:15 AM - 10:45 AM

      Keynote Session With : From Experience To TRUE Engagement: Transforming The Customer Journey

      Managing individual experiences is not enough. Managing experiences over time and over the course of the customer journey is what really matters. Aligning the customer's needs with the overall business strategy at every point of interaction and delivering a relevant, personalised, and valuable experience throughout the entire journey should lie at the heart of what your company does. 

      True engagement is built through creating trust and delivering value at all stages along the journey. In today’s digital world, customer engagement has evolved into a complex and multidimensional concept that is based on personalized, contextually driven conversations with customers.

      CX professionals need to be ready to capitalize on fresh thinking and new approaches to build customer engagement. Join’s Danny Rippon to gain valuable insight on:

      • A new, research-based framework that provides a comprehensive model for customer engagement.
      • New technology developments enabling the deployment of actionable, end-to-end customer journeys.
      • How our customers are driving toward true customer engagement and long-term business value.
    • 10:45 AM - 11:35 AM

      Morning Networking Break In The Solutions Showcase
    • 11:35 AM - 12:05 PM

      Guest Executive Forum With eGain : Taking The Effort Out Of Omnichannel

      Recognising and reducing customer effort is the critical challenge to delivering outstanding omnichannel customer engagements, and being able to afford to do so requires:

      • Understanding the individual and systemic factors that impact customer effort.
      • Across the full range of digital and voice channels.
      • Delivering the right information, with the right control to the right people to make a difference
    • 11:35 AM - 12:05 PM

      Guest Executive Forum With OpenText : Unlocking The Assets You Have To Enrich The Digital Customer Experience

      Meeting and exceeding customers’ experiences. This session will provide customer experience leaders with insight into:

      • How sporting institutions are using rich content and assets to engage with their supporters.
      • Why customers, sporting or otherwise, expect leading experiences.
      • Which digital assets and channels provide enhanced customer engagement.
    • 11:35 AM - 12:05 PM

      Guest Executive Forum With Capgemini : How To Build Digital Advantage And Get Two Steps Ahead

      Delivering the customer promise is challenging: Customers demand personalized and relevant information, seamlessly delivered via multiple channels — faster. And the combination of the power of customers, digital technologies, and employee engagement is not only fundamental to the way we do marketing but also to changing the way we do business and get those crucial two steps ahead of the competition. Maggie will share the digital frameworks developed from Capgemini Consulting research, in partnership with the MIT Center for Digital Business, and the latest book, Leading Digital, which makes it clear that transforming the customer experience is at the heart of digital transformation. She will draw on Capgemini client case studies from consumer products, retail, and utilities sector, in which organizations have accelerated their customer experience initiatives to drive quantifiable ROI and used digital to reshape their business strategies, performance, and profitability, from the outside in.  

    • 12:05 PM - 12:15 PM

    • 12:15 PM - 01:00 PM

      Journey Mapping: How The Pros Do It

      Journey maps are the backbone of customer experience programs. They give organizations the ability to build, improve, and manage CX efforts with the right perspectives — from the outside in. Yet, in too many cases, journey maps are misunderstood and underutilized. In this session, John explains:

      • The full potential of journey mapping.
      • How journey mapping can be used in every aspect of your CX program.
      • How to invigorate your journey mapping skills.
    • 12:15 PM - 01:00 PM

      How To Balance Security And Customer Experience

      Customers want both security and convenience — regardless of the channel, device, or context. How should firms balance these competing interests? In this session, Tyler will explore:

      • The human factors of security.
      • The challenges that mobile experiences pose.
      • How innovative authentication technologies improve customer experience.
    • 12:15 PM - 01:00 PM

      The Cloud Makes Your Customer Experience Strategy Agile

      Customer experience ecosystems are essential to delighting customers. However, these networks are often obsolete and dysfunctional. Fixing this problem starts with repairing your foundation — employees' relationship with technology. This session will explore:

      • What employees need from technology.
      • The technology services you must have to meet these needs. 
      • How CX professionals can partner with CIOs to make this work. 
    • 01:00 PM - 02:00 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 02:00 PM - 02:30 PM

      E.On's Five-Year Journey From Laying The Foundations To Continuously Delivering Best-In-Class Customer Experience

      E.On's customer experience program is in its fifth year of driving intensive change across the organization. The ambition and sophistication of its program has increased exponentially as E.On has learned how tough it is to improve customer experience in the utilities sector. This session will show:

      • How rigor, persistence, and first-class governance provide the required platform for change.
      • How to turn detractors into companywide mobilization for customer experience.
      • How to capitalize on a crisis, continuously break the mold, and disrupt culture positively to further raise ambitions.
    • 02:30 PM - 03:00 PM

      Back To Brilliant Basics!

      easyJet is working to ensure that all of its customers feel deeply satisfied with their end-to-end easyJet experience. Lisa will describe how, by using data, listening to customers, and gathering insight, easyJet has built a customer strategy that focuses on engaging its workforce to deliver the basics and advancing technology solutions to respond to customer needs. Attendees will:

      • Learn how easyJet engaged the hearts and minds of the organization to buy into their customer ambition.
      • Understand the benefits of creating customer champions to cascade and lead cultural change in a lean organization.
      • See an example of how easyJet has used data and insight with customer experience tools and techniques to redesign part of the customer journey.
    • 03:00 PM - 03:05 PM

      Day Two Closing Remarks