Agenda
Tuesday May 28
General Breakfast
Opening Remarks
Speakers:
Riccardo Pasto, Principal Analyst, Forrester
One Strategy To Rule Them All
Having separate CX, marketing, and digital strategies checks administrative boxes but doesn’t provide the unity necessary for success in the fast-approaching world of boundless, AI-powered commerce. To reach that height, you’ll need one strategy that orchestrates and directs activities to support customer-obsessed growth. In this session, you’ll learn:
- The latest data about how CX, marketing, and digital teams approach strategy.
- Why it’s important to unify these strategies.
- How to start unifying these strategies so that your company can thrive in a world of boundless experiences.
Speakers:
Judy Weader, Principal Analyst, Forrester
Guest Keynote with Services Australia
Description coming soon!
Speakers:
Jarrod Howard, Deputy CEO, Customer Service Delivery Group, Services Australia
Coffee Break & Networking
Medallia Case Study
Forge Boundless Experiences With Humans + AI
Leaders are rapidly infusing customer experiences, marketing efforts, and digital properties with AI. But winning companies will infuse them with humans + AI, harnessing the power of employees, partners, and customers themselves to create boundless experiences. We’ll discuss:
- Why boundless experiences are replacing traditional customer lifecycles.
- How humans + AI can deliver boundless experiences.
- How to prepare your employees with the right skills to thrive as humans + AI.
Speakers:
Sam Higgins, Principal Analyst, Forrester
Networking Lunch
Executive Leadership Exchange (Invite-Only): Exclusive Lunch featuring Q&A with Judy Weader
In this open Q&A session, engage with Forrester Principal Analyst, Judy Weader. Judy will share the latest insights on how to unify your CX, marketing, and digital strategies, enabling your company to flourish in an era defined by boundless experiences. Come with your questions and be ready to share your perspectives on the topic.
Speakers:
Judy Weader, Principal Analyst, Forrester
John Brand, VP, Advisor, Forrester
Qualtrics Case Study
Guest Keynote with National Australia Bank
Description coming soon!
Speakers:
Lance Thornswood, Chief Design Officer, National Australia Bank
Better Together: CX + Digital + Marketing
For one “boundless experience” strategy to succeed, three critical disciplines must converge in perfect unison to deliver that singular business strategy. Success will spur growth; failure will portend irrelevance in a rapidly evolving, hyper-competitive market. In this session, you will:
- Learn how alignment affects performance and revenue growth.
- Get a clear idea of what successful alignment looks like.
- Hear from business leaders about what worked (and what did not).
Speakers:
Riccardo Pasto, Principal Analyst, Forrester
Susan Kelso, Chief Experience Officer, Beyond Blue
Coffee Break & Networking
Designing Your AI Customer Service Strategy
Customer service is one of the epicenters of AI deployments in an enterprise and has witnessed adoptable use cases to scale and perform with AI. But there is still an unresolved fundamental issue, that in most cases these are just siloed use cases. Unlocking the true potential of AI for your customer service function needs a strategic thinking and design experiments. Join this session to understand the difference between solving for use cases versus deploying an AI-led customer service strategy, and for recommendations on how to execute a cohesive AI-driven customer experience.
Speakers:
Vasupradha Srinivasan, Principal Analyst, Forrester
Case Study Session To Be Announced
2024 Customer-Obsessed Enterprise Award Winner
Forrester’s Customer-Obsessed Enterprise Award celebrates an organization that exemplifies customer obsession by putting the customer at the center of its leadership, strategy, and operations to achieve wins for customers, employees, and the business. This session will share insights from Forrester’s 2024 APAC award winner.
Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Closing Remarks
Reception
Early Access May 6
Instigating Change To Build Unshakable Confidence In CX And Business Success
In this fireside chat, Marianne Rehn will share how she forged strong collaboration with key stakeholders, drove customer-focused transformation, and embedded CX skills across EiM schools with a Change Agent program.
Speakers:
Marianne Rehn, Group Director Admissions, Marketing, Communications, Market Insights and Customer Experience, Education in Motion (EiM)
Riccardo Pasto, Principal Analyst, Forrester
How 2020’s Breaking Point Enabled Progressive Inclusion Strategies
The impact of unjust police brutality and the pandemic was a breaking point in 2020 for Humana and the Digital Health & Analytics (DH&A) Organization. With disproportionate health disparities and blatant injustices towards Black Americans, DH&A responded by partnering with Forrester Research to launch an enterprise investigation around systems and practices relative to Black/African American associate and member experience disparities. A conceptual framework was developed to address systemic disparities, new sources of value from an EDI lens, and ongoing training and execution of key practices for EDI to reach full integration into our business norms.
In this session, you’ll learn:
- Setting up and finding our “why.”
- The three-phased project and key elements of real EDI strategy.
- 2021 results and our path forward.
Speakers:
Stacy Brooks, Associate Director | EDI Digital Strategy, Humana | Digital Health Analytics
Alex Stein, Principal Consultant, Forrester
Brave New World: From Dystopia To Delight In Automated Conversations
Increasing utilization of conversation automation across the B2B revenue engine reflects a new normal of consumer expectation and customer obsession. The language buyers use to find information and talk about their business problems provides critical insights for driving momentum throughout the complex narrative of a modern buying group journey.
This session will provide the following benefits:
- Learn about the current state of conversation automation in B2B and how marketers are using AI to create and refine conversations across delivery mechanisms.
- Understand best practices for the design and orchestration of conversational interactions that engage and enable B2B buyers.
Speakers:
Jessie Johnson, Principal Analyst, Forrester
Leading Change: Understanding the Human Experience of Change
Change is constant, yet organizational change efforts routinely fail. Join this session to better understand the human experience of change and how you can lead change at your organization from wherever you sit. You’ll learn why trust is essential to change and how to optimize team engagement during change. This session provides a sample of Forrester’s Leading With Customer Obsession Certification course. By participating, you’ll earn credit toward your Leading With Customer Obsession credential.
Speakers:
Jenna Wohead, Director, Product Management, Forrester
Katy Tynan, Principal Analyst, Forrester
Breakout Sessions
Tuesday May 10
Welcome Remarks & Guest Speaker Keynote
CX Isn’t Just About The Customer
During this session, our hosts Riccardo and Michael will set the stage for this year’s programme. We will kick off the event by highlighting Tina Morrell who will share how she is driving customer experience, transforming CX, changing the way of working and driving innovation and creativity at NRMA which has led to amazing results.
Speakers:
Tina Morrell, General Manager for Customer Strategy & Experience Design, NRMA
Riccardo Pasto, Principal Analyst, Forrester
Michael Barnes, VP, Research Director, Forrester
Keynote Session
Successful CXOs Focus On Outcomes
The road to CX Transformation isn’t likely to be well marked, paved, or lined with cheering spectators. Forrester’s research on high-functioning CX teams has shown that leaders who focus on organizational outcomes, and align their work directly with those outcomes, are far more likely to successfully reach their destination.
Participants in this session will learn:
- What successful CXOs do differently
- How to align business outcomes with CX initiatives
- How to communicate the value of CX from a stakeholder perspective
Speakers:
Su Doyle, Senior Analyst, Forrester
Keynote Session
The Future Of Customer Service Is “Automatedly” Human
Customer service automation is key but not the answer. Automation done well guides and empowers customers to enjoy great customer service every time. Understanding that automation is meant to augment, not replace, human support is what gets us closer to getting it right every time. Join this session to understand how automation is transforming and collaborating with human support to deliver the right customer service experience.
Speakers:
Vasupradha Srinivasan, Principal Analyst, Forrester
Case Study Sessions
Join this session to hear industry case studies from leading solution providers.
Attend one session:
KPMG: Victoria’s Mental Health Supported Housing Codesign
KPMG was engaged by Homes Victoria and the Victorian Department of Health to respond to a recommendation from the Royal Commission into Victoria’s Mental Health System, focussed on providing 2000 additional homes for adult Victorians with mental illness who require intensive, ongoing treatment, care and support. KPMG created a genuinely blended team working with people with a lived/living experience of mental illness and service providers to co-design the composition of and design of homes, the range and intensity of supports that will complement these homes, as well as providing advice on how providers can better collaborate to provide integrated support which will inform the design and implementation of Victoria’s future mental health supported housing program
Speakers:
Sharon Cody, Director Customer Advisory, KPMG
Medallia: Businesses think in channels, customers don’t
Customers communicate with a brand whenever and wherever they want. Yet businesses continue to organise around channels.
Only by thinking beyond channels and acknowledging that the customer is in charge can brands truly put the customer first.
In this session, Telstra share how they are making this vision a reality.
Speakers:
Brendon Power, Marketing and Personalisation Technology Lead, Telstra
Aarron Spinley, Regional VP, Thunderhead, Medallia
Breakout Sessions
Breakout Sessions
Case Study Sessions
Join this session to hear industry case studies from leading solution providers.
Attend one session:
Alida: The Power of Co-Creating
From FMCG, to government, from Sporting Teams to Financial Services, everyone has access to one of the most powerful predictors of success; their clients. By thinking outside the box and using customers to not only vet, but also inspire ideas, your business will be able to roll out new products or services with confidence. As an added benefit, those customers will go on to become advocates. Join us to see how others have achieved this.
Speakers:
Miranda Chestney-Law, Director, Customer Success, APAC , ALIDA
Zoom: How Cue Clothing embraces video shopping and boosted sales conversion up to 60%
Cue Clothing has always been a business that prides itself on fashion-forward designs and innovation, and they’re always looking to elevate their customer experience. Join Shane Lenton, CIO of Cue Clothing, and Roger Burgess, CIO Advisor of Zoom to learn how CUE combined the power of data-driven insights and video communication platform, to create a truly immersive retail experience for Cue customers.
Speakers:
Roger Burgess, CIO Advisor, Zoom
Shane Lenton, CIO, Cue
Keynote Panel Session
Thriving In The Era Of Choice
Hybrid engagement is the new reality, both for your customers as well as your employees. Join this panel session to hear from speakers at leading solution providers KPMG and Zoom on how they partner with brands to deliver bold experiences that keep their clients out in front of their competition. This panel discussion will be moderated by Forrester VP, Research Director Michael Barnes.
Speakers:
Michael Barnes, VP, Research Director, Forrester
Roger Burgess, CIO Advisor, Zoom
Carmen Bekker, Partner in Charge, Customer Brand & Marketing Advisory, KPMG
Wednesday May 11
Keynote Session
How To Design For Emotions
Your customers’ purchase journeys are emotional, not just transactional. The post-purchase experience often disappoints, however. The ability of firms to accurately identify make-or-break moments and align capabilities around those moments will determine how successful they are at acquiring, serving, and retaining customers. This session helps business and technology leaders understand how their firms can identify moments that matter and design experiences to better engage with customers in those moments.
Speakers:
Zhi Ying Barry, Senior Analyst, Forrester
Keynote Session
Beyond Digital The Future Of Business Is Human-Centered
We’ve entered the second half of the age of the customer and to compete in the next decade your firm must evolve beyond digital to become a truly human-centered business. Ushering in this new business model is the next great strategic challenge – only a handful of firms have realized the need for a new transformation agenda, many more will follow, and some will fail along the way. You must start by enhancing all stakeholder experiences – customers, employees, partners, shareholders – in alignment with the values of diversity, equity, inclusion, sustainability and trust and look beyond efficiency through digital operations to the effectiveness of outcomes. This means being a champion for creativity as the basis of true innovation and help individuals thrive within a future fit technology landscape.
Speakers:
Sam Higgins, Principal Analyst, Forrester
Guest Keynote Session
Ready For The New CX Post COVID Era: Phygital.
During Covid, consumers radically changed their behavior: shopping more online and more frequently, shifting spending to essentials, trying new brands (especially food and household e commerce categories). The pandemic acted as a catalyst. As a result, ecommerce had a double digit growth aided by the emergence of new technology and social media. At Home Credit, 140 Million customers are trusting us for responsible lending at a global level. We provide retail financial services to 450 000 offline/online stores. This leading position allows us to identify trends that deserve your attention. The online home centric lifestyle will remain but physical retail experience is coming back stronger. Now lockdown has driven a revenge shopping phenomenon, consumers are seeking for retail experience. But the new normal makes the offline world much more tech driven, makes the online world much more experience driven. At Home Credit, 90% of our customers start their consumer journey on our mobile app and the vast majority use it to shop offline. The fusion between online/offline is happening.
CX leaders must build seamless experiences across multiple touchpoints to succeed in this new Phygital world. The success depends on efficient digital transformation including sustainable ESG centric business model.
Speakers:
Frédéric Tardy, Group Chief Customer and Strategy Officer, Home Credit
Case Study Session
Join this session to hear industry case studies from leading solution providers.
Forsta: Digging for gold in the mountain of data: Forsta Case Study with GemSeek
Over 80% of your customers don’t respond to traditional surveys. Yet when the right customer outreach strategies are used, customers are enthusiastic to talk about brands they love. How can CX leaders predict how their customers feel and take proactive steps to improve customer satisfaction, increase loyalty and ultimately drive ROI? Join Forsta and GemSeek to learn how data and smart algorithms can be used to surface human-centered insights for exceptional experiences.
Speakers:
Heath Adams, Managing Director, APAC, Forsta
Morgan Evans, Managing Director, GemSeek
Analyst Coverage Areas
Forrester analysts with coverage spanning across several disciplines will be onsite at the event.
Session Types Explained
CX Summit APAC · May 28, 2024 · Sydney & Digital
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