Forrester's Forum For Customer Experience Professionals East

Why Good Is Not Good Enough

Tuesday, June 24, 2014 - Wednesday, June 25, 2014New York, NY

Track Description

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

Track Description

Key ideas and tactics to upgrade your existing CX programs.

Track Description

Sophisticated concepts and tools for the advanced CX professional.

Track Description

Cutting-edge techniques to take your CX to the next level.
  • Tuesday June 24

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Solutions Showcase
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With KPMG: The Echo Chamber: Why You’re Deaf To The True Voice Of Your Customers And Employees

      In the age of the customer, traditional VoC and VoE programs often fail in the most critical moments of a customer experience. Instead of capturing the true voice of your customers and employees in the moment as they move through their journey, they merely capture an echo of what’s happened already. To improve your customer experience, you need to understand more than what’s gone wrong . . . you need to know why it’s happening and before it happens. Join KPMG to learn about motivational design and the science of engagement. We’ll show you how to create customer and employee experiences that do more than improve your NPS — they deliver real value because they’re:

      • Aligned to the business.
      • Defined by their humanity.
      • Refined by data and analytics.
    • 08:30 AM - 08:45 AM

      Why Good Is Not Good Enough: Opening Remarks
    • 08:45 AM - 09:15 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.

    • 09:15 AM - 09:45 AM

      Customer Experience Is The Brand: The Mercedes-Benz Case

      Stephen Cannon is that rare breed: a CMO who has ascended to operational leadership as CEO. Two years into his new role at Mercedes, Steve will share his experiences and insights from a highly competitive category in which brand drives value — and customer experience is the brand.

      • Moving beyond J.D. Power and “customer satisfaction” to customer delight.
      • Our formula: operational excellence + culture + leadership.
      • Driving customer experience in a franchise environment.
    • 09:45 AM - 10:15 AM

      Sponsor Keynote With Answers: Harnessing The Consumer/Brand Dialogue For Better Business Results

      To keep pace with today’s omnichannel consumers, organizations have to take a new look at the customer journey and provide the trusted content, authoritative advice, and seamless experiences that these in-control customers demand. Success in this environment requires innovation across the customer life cycle — from optimizing customer acquisition through analyzing the customer experience to predicting future purchase behavior. In this session, David will share:

      • Why harnessing the consumer/brand dialogue is the key to delivering better business results.
      • How the customer experience significantly impacts consumer behavior.
      • How today’s forward-thinking companies are acting on consumer insights gained by scientifically measuring the customer experience.
    • 10:15 AM - 11:00 AM

      Morning Networking Break In The Solutions Showcase
    • 11:00 AM - 11:45 AM

      Track A

      Start

      Optimize Your Voice Of The Customer Program

      Companies turn to voice of the customer (VoC) programs to collect and analyze customer feedback, guide CX improvements, and measure the results of those improvements. In this session, Maxie will explain:

      • The real value firms get out of their VoC program.
      • The core capabilities of mature VoC initiatives.
      • How to get actionable insights from your VoC program.

    • 11:00 AM - 11:45 AM

      Track B

      Improve

      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.
    • 11:00 AM - 11:45 AM

      Track C

      Advance

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

      Cultivating a customer-centric culture is one of the toughest challenges faced by customer experience professionals. 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.

    • 11:00 AM - 11:45 AM

      Track D

      Accelerate

      Plan Your Digital Business Transformation

      Your customers, competitors, partners, and potential disruptors have gone digital. But only 15% of business leaders say that they have the skills and capabilities to execute on their digital strategy. In this session, Martin will address:

      • How a successful digital enterprise behaves.
      • How digital disruption will transform your ecosystem.
      • The essential role customer experience professionals will play in digital businesses.

    • 11:45 AM - 12:00 PM

      Intermission
    • 12:00 PM - 12:30 PM

      Guest Executive Forum With PwC: The Future Is Only 60 Days Away

      Good is everywhere. New technologies, startups, and category busters are forcing companies to go on the offensive. To compete, today’s businesses need great. Creating, testing, executing, and socializing amazing experiences will happen at speeds we’ve never seen before. Join us as we discuss the keys to imagining and actualizing the ideal consumer experience . . . in just 60 days. Find out:

      • Why is speed important?
      • What are the ingredients you need to actualize an idea?
      • How can an organization take actions now to prepare for disruptive opportunities and evolving platforms?
    • 12:00 PM - 12:30 PM

      Guest Executive Forums With IBM: Gain Complete Customer Insights For More Meaningful Engagements And Effective Services

      Today's siloed analytical tools can no long deliver the needed insights pertaining to the new digital consumers. Holistic insight into customer behavior, interactions, and sentiments must be a company’s focus in building meaningful engagements to drive loyalty and deliver effective services to reduce cost-to-serve. Come and learn how one of IBM’s Customer Analytics clients has realized immediate value by starting on the journey to better understand its customers with IBM Tealeaf customer behavior analytics

    • 12:00 PM - 12:30 PM

      Guest Executive Forum With Neustar: Big Data Is Not Big Enough

      How do you deliver on “good is not good enough”? It certainly requires data. But no matter how big the data is, it’s not just data that you need — the key is extracting information. It’s knowing what data you need and how best to leverage it to improve the customer journey. This session highlights what data is needed and strategies around how to use it.

    • 12:00 PM - 12:30 PM

      Guest Executive Forum With Maxymiser: Setting The Sail With User Data

      Too often we try to design and navigate websites as a ship in dry dock. We know some things about design and engineering, but we must get the ship out onto the raging sea of user data before we can see how she handles and if the intended course holds true.

      This session will focus on “AB” and multivariate testing within a larger context of user research. We’ll briefly look at how user feedback and web analytics map our current location and provide the bearing for AB testing, and after sailing a bell or so, we’ll explore how AB results are used to set the sail of the web ship to carry both customer and business to sought-after treasures. We’ll finish with stories of the voyage, a look at the motley crew, and the perils of squall and calm sea.

      Jump aboard, maties. Eye patch optional.

    • 12:30 PM - 01:30 PM

      Lunch And Dessert In The Solutions Showcase
    • 01:30 PM - 02:15 PM

      Track A

      Start

      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
    • 01:30 PM - 02:15 PM

      Track B

      Improve

      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.
    • 01:30 PM - 02:15 PM

      Track C

      Advance

      Close The Customer Experience Strategy Gap

      Face it: Without a defined customer experience strategy, firms have no chance of moving beyond mere find-and-fix, reactive programs. Even so, only a minority of companies have a defined CX strategy. Worse still, brand and corporate strategies rarely inform, or are informed by, CX efforts. In this session, Paul will explore:

      • The realities and consequences of the disconnect between CX and corporate strategy.
      • How customer experience can inform corporate and brand strategy.
      • The role CX strategy plays on the path to business transformation.
    • 01:30 PM - 02:15 PM

      Track D

      Accelerate

      Lead Your Business Transformation In The Age Of The Customer

      Successful companies in the age of the customer understand and rapidly respond to their digitally empowered customers across the entire customer journey. This requires a new business model — what Forrester calls integrated business services. In this session, Bobby discusses:

      • How to create customer-facing business services that integrate capabilities from existing business and technology operations.
      • How leading firms deliver successful customer experiences over time.
      • How to avoid creating yet another stove-piped customer experience.
    • 02:15 PM - 02:30 PM

      Intermission
    • 02:30 PM - 03:15 PM

      Track A

      Start

      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, Julie, co-author of Forrester's new book The Mobile Mind Shift, 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.
    • 02:30 PM - 03:15 PM

      Track B

      Improve

      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.
    • 02:30 PM - 03:15 PM

      Track C

      Advance

      Navigate The New Privacy

      Empowered customers expect services whenever and wherever they want them. Smartphones, social media, and sensors enable companies to collect data that extends far beyond conventional business contexts. So is privacy dead? Hardly. In this session, you’ll learn:

      • The reasons why you must do privacy better.
      • The role context plays in shaping progressive privacy policies.
      • How the new privacy can help you deliver a better customer experience.
    • 02:30 PM - 03:15 PM

      Track D

      Accelerate

      How Systems Of Automation Improve Customer Experience

      When customers pick up a smartphone or tablet, they seek a compelling experience, regardless of industry, service, or media. Engaging, informing, and anticipating these demands requires a new approach to software architecture and development processes, what Forrester calls a “system of automation.” In this session, Jeffrey will explain:

      • How systems of automation differ from systems of record or current engagement architectures.
      • How this new approach to application development will enrich customer experience.
      • The first steps necessary to build effective, customer-centric systems of automation.
    • 03:15 PM - 04:00 PM

      Afternoon Networking Break In The Solutions Showcase Sponsored By Adobe
    • 04:00 PM - 04:30 PM

      Raising The Bar On CX: How Verizon Rocked Its Scores

      When it comes to CXi scores, most companies struggle to achieve improvement, much less consistent top rankings. Verizon is a notable exception, winning strong CXi rankings for all three of its business units (wireless, resident, and business services), rankings that have continued to climb over time. In this session, Nancy will explain:

      • Which three key areas of customer impact led to Verizon’s remarkable success.
      • How Verizon built a customer-centric culture.
      • How Verizon successfully implemented customer- and employee-led innovation.
    • 04:30 PM - 05:00 PM

      Extreme CX: Satisfying The Performance-Hungry, Technology-Savvy Customer

      Steven Quirk lives on the leading edge of customer experience. He's responsible for satisfying the real-time, and ever changing needs of TD Ameritrade's Trader segment — individual investors who demand instantaneous response, flawless execution, and sophisticated customer service. Excellence in this space is a moving target — and something Steven accelerated as the prime mover behind TD Ameritrade's innovative "thinkorswim" platform. Hear how TD Ameritrade melds customer insight, digital technologies, and total customer focus to win in this highly competitive arena. Learn how TD Ameritrade:

      • Tracks and responds to the needs of its demanding customer set.
      • Designs its customer experience to differentiate its platform from those of its competitors.
      • Manages its complex technology stack to deliver real-time excellence.
    • 05:00 PM - 05:15 PM

      Day One Closing Remarks
    • 05:15 PM - 06:45 PM

      Networking Drinks Reception In The Solutions Showcase Sponsored By Synthesio
  • Wednesday June 25

    • 07:30 AM - 08:20 AM

      Breakfast Presentation With Adobe: Three Digital Shifts Shaping The Future Of Customer Experiences

      Digital innovations are disrupting business models of entire industries and resetting customer expectations on how they want to interact with brands, online and on-site. How do you future-proof your customer experience strategy to stay competitive? In this session, you will learn:

      • Why your brand’s relevance will depend on delivering great — not just good — customer experiences.
      • Three ways digital will continue to disrupt your business and what you need to do about it.
      • How Covidien uses digital to innovate the experiences it delivers to customers online and in-person at medical centers.
    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Solutions Showcase
    • 08:30 AM - 08:45 AM

      Day Two Opening Remarks
    • 08:45 AM - 09:15 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.
    • 09:15 AM - 09:45 AM

      The Power Of Great Design

      Technology powers your business. But can technology alone create customer delight? When everyone has access to the same tools, only great design can elevate your customers' experiences, drive differentiation, and create economic value. John will explore why and how great design matters to leadership — and why great companies care so much about it today. 

    • 09:45 AM - 10:30 AM

      Morning Networking Break In The Solutions Showcase
    • 10:30 AM - 11:00 AM

      Guest Executive Forum With HP: Converging Customer Experiences

      Every day, the traditional edges of the customer experience are shifting. In this presentation, HP will provide examples of how organizations are redefining these lines to reinvigorate the customer experience and present the underlying trends driving this radical change. See what leading organizations are doing to stand out from the crowd and what you can do to leapfrog the competition.

    • 10:30 AM - 11:00 AM

      Guest Executive Forum With Acquity Group: Going Native

      Customer feelings and behaviors are at the center of "the customer experience." Join us as we reveal how designing inspiring customer experiences becomes a mission to feel as the customer feels. 

      • Walk a mile in your customers' shoes.
      • Find something to be intensely passionate about.
      • Aspire to architect a shift in reality for the customer.
    • 10:30 AM - 11:00 AM

      Guest Executive Forum With Siegel+Gale: Rotary International: Carving The Way For Resounding Impact

      Working through the lens of simplicity, Siegel+Gale was able to help Rotary communicate its global impact in a manner that was relevant and meaningful to its multiple audiences — across all points of interaction.

      In this 30-minute presentation, Peter Markos, Chief Information Officer at Rotary International, and Thomas Mueller, Siegel+Gale’s Chief Experience Officer, will discuss the multidimensional rebrand of this 100-year-old organization as well as how they reconnected the brand with its audiences through new channels and positioned it for future growth.

    • 10:30 AM - 11:00 AM

      Guest Executive Forum With SDL: The Future of Customer Experience: From Buzzwords To Bottom Line

      Customer experience evolves in distinct directions, and leading brands are taking steps today to meet customers’ experience expectations tomorrow. Learn how customer experience practitioners can transform customer experience capabilities from point solutions to a continuous, integrated brand relationship designed to attract customers, drive revenue, and create brand advocates.

    • 11:00 AM - 11:15 AM

      Intermission
    • 11:15 AM - 12:00 PM

      Track A

      Start

      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, Joana 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
    • 11:15 AM - 12:00 PM

      Track B

      Improve

      Technology Management That Advances Customer Experience

      Close engagement between customer-facing teams and the CIO’s tech management organization yields the greatest improvements in customer experience over time. In this session, Bobby will explain how leading firms:

      • Create improved CX value with a holistic, cross-channel, technology management practice.
      • Improve the flexibility and speed of their tech management capabilities while upgrading their operational systems of record.
      • Redefine tech management funding and governance by focusing on customer outcomes, not technologies.
    • 11:15 AM - 12:00 PM

      Track C

      Advance

      Make The Cloud Your CX Platform

      The cloud allows businesses to weave together employees, products, and customers in a network that improves the quality and relevance of the experience a company delivers. Join TJ to discover:

      • How information workers actually behave in your ecosystem.
      • How leading firms use cloud-based collaboration tools to drive better customer experiences.
      • How the vendor landscape will evolve.
    • 11:15 AM - 12:00 PM

      Track D

      Accelerate

      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.
    • 12:00 PM - 01:00 PM

      Lunch And Dessert In The Solutions Showcase
    • 01:00 PM - 01:30 PM

      The Customer Experience Journey

      In an organization already recognized for providing good service, the journey to deliver excellent customer experiences must have a clearly defined path. Learn how U.S. Bank is leveraging its 150-year commitment to customer service to propel it forward in delivering experiences that result in deeper customer relationships. Learn how it took a holistic approach by focusing on:

      • Customer insights.
      • Experience delivery.
      • Employee engagement.
    • 01:30 PM - 02:00 PM

      Driving Client Experience Improvements Through Culture Change

      Client experience and innovation is at the core of the ADP value proposition. Delivering a great client experience is complex, involving multiple interactions that ADP clients care about across a range of channels. What’s more, not all of those interactions are equally important, and the most critical moments may be managed by multiple stakeholders. The resulting challenge: Train frontline employees across functional areas to understand which interactions matter most and what to do in those moments. The potential reward: enhanced client retention, a growing share of wallet, and a growing number of client advocates to drive company growth. In this talk, you’ll learn:

      • Why ADP, a business-to-business company, changed its outlook on how to do business.
      • How ADP trains and rewards its employees across functional areas to deliver the right client experience.
      • How to focus the organization on the moments that matter most to clients.
    • 02:00 PM - 02:15 PM

      Day Two Closing Remarks