CX EMEA

November 17 – 19  |  Live Virtual Experience

Tuesday

Nov 17
  • 12:00 pm – 5:00 pm CETSuper Tuesday
  • 12:00 pm – 5:00 pm CETSpotlight Sessions
  • 12:30 pm – 12:50 pm CETAttendee Orientation Session
  • 1:15 pm – 1:45 pm CETCX Certification Live – Session 1! Use Journey Mapping To Drive Outside-In CX Metrics
  • 1:50 pm – 2:20 pm CETCX Certification Live – Session 2! Use Journey Mapping To Drive Outside-In CX Metrics
  • 2:25 pm – 2:45 pm CETOperationalising CX In The New Normal
  • 2:50 pm – 3:10 pm CETHow Innovation Before Replication Drives Transformation
  • 3:15 pm – 3:45 pm CET The Equity Equation: Drive Innovation With Inclusive Culture

Wednesday

Nov 18
  • 10:00 am – 10:15 am CETWelcome & Opening Remarks
  • 10:20 am – 10:50 am CETForrester Keynote
  • 10:50 am – 11:10 am CETMarketplace Energiser
  • 11:10 am – 12:20 pm CETBreakout Sessions & Case Studies
  • 12:20 pm – 12:50 pm CETMarketplace Energiser
  • 12:50 pm – 1:35 pm CETBreakout Sessions & Case Studies
  • 1:35 pm – 1:55 pm CETMarketplace Energiser
  • 1:55 pm – 2:25 pm CETForrester Keynote
  • 2:30 pm – 3:00 pm CETGuest Performer: Ellie Goulding
  • 3:00 pm – 3:00 pm CETDay Close
  • 3:00 pm – 6:00 pm CET1-on-1 Analyst Sessions

Thursday

Nov 19
  • 10:00 am – 11:05 am CETForrester Keynotes
  • 11:05 am – 11:25 am CETMarketplace Energiser
  • 11:25 am – 12:10 pm CETBreakout Sessions & Case Studies
  • 12:10 pm – 12:40 pm CETMarketplace Energiser
  • 12:40 pm – 1:25 pm CETBreakout Sessions & Case Studies
  • 1:25 pm – 1:45 pm CETMarketplace Energiser
  • 1:45 pm – 2:15 pm CETForrester Keynote
  • 2:20 pm – 2:50 pm CETKeynote Panel
  • 2:50 pm – 3:00 pm CETClosing Remarks
  • 3:00 pm – 6:00 pm CET1-on-1 Analyst Sessions

Tuesday Nov 17

12:00 pm – 5:00 pm CET

Super Tuesday

Join your colleagues, Forrester Analysts and other thought leaders for exclusive content prior to the official opening! This is also the perfect time to build your personal agenda for the following days and familiarise yourself with the features of the platform. Don’t miss this opportunity to optimise your conference experience!

Spotlight Sessions

Spotlight Sessions available on demand from Coveo and Decibel

Coveo: Delivering Self-Service Experiences Customers Love and Agents Favor

In the past year, expectations of service agents and customers have shifted to include more self-service, faster responses, & personalized experiences. Coveo helps organizations power these experiences their users have come to demand. Join Luke Martin, our Coveo expert, as he walks through the power of Coveo. Learn how to embed a personalized and relevant support experience within your CRM or product, improve agent proficiency, and leverage analytics to better understand your customer experience ecosystem.

Speakers:
Luke Martin, Director Solutions Consulting, Coveo

Decibel: Quickly Understand How to Improve Digital Experiences & Increase Conversion

Are you struggling to improve conversion on your website or app? In this quick video, Decibel’s Product Marketing Director Cindy Lynes reveals how brands like LEGO, Adidas, and CVS use Decibel to instantly discover where online customer experiences can be improved for more conversions and revenue. Equipped with Decibel-powered insight, your website or app will soon become a conversion machine.

 

Speakers:
Cindy Lynes, Product Marketing Director, Decibel

12:30 pm – 12:50 pm CET

Attendee Orientation Session

Join Jennifer Ridlon, Senior Program Manager, Forrester Events for this must-attend orientation session. Jennifer will take you on a tour of the Platform as well as share planning and engagement tips to help you get the most out of the next two days!

1:15 pm – 1:45 pm CET

CX Certification Live – Session 1! Use Journey Mapping To Drive Outside-In CX Metrics

Engage in facilitated video lessons sampled from our core CX Certification: CX Foundations. Watch as Forrester Vice President and Principal Maxie Schmidt-Subramanian explains the importance of establishing a CX measurement program, and introduces the seven steps of a disciplined progression to motivate stakeholders. Continue on to Forrester’s dynamic learning experience platform for hands-on exercises that make it easy to apply these lessons in your own context.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Vikram Sehgal, VP, Research Director, Forrester

1:50 pm – 2:20 pm CET

CX Certification Live – Session 2! Use Journey Mapping To Drive Outside-In CX Metrics

Understand the seven steps to establish your measurement program, including how to set future targets, identify quick wins, and tools and processes to share CX measurement insights with video lessons from CX Certification analyst-instructor Maxie Schmidt-Subramanian. Continue on to Forrester’s learning experience platform for access to exclusive case studies, a hands-on exercise, and the opportunity to exchange lessons learned with your peers.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Vikram Sehgal, VP, Research Director, Forrester

2:25 pm – 2:45 pm CET

Operationalising CX In The New Normal

COVID19 is causing companies to scramble and create entirely new customer experiences. Before, CX was about perfectly laid out experiences. But now, customers need comfort, assurance, and control. Join Forrester’s Chief Business Technology Officer and Head of FeedbackNow as he discusses what he’s hearing from clients and how you’re going to have to take on new operations, methodologies, and technologies in order to survive in this new world.

Speakers:
Steven Peltzman, Chief Business Technology Officer, Forrester

2:50 pm – 3:10 pm CET

How Innovation Before Replication Drives Transformation

The most important behavior of people in a 21st century organization is asking great questions. Curiosity is the critical competitive differentiator for leaders and the people they lead. Your people drive organizational change—you can’t outsource transformation. Behaviors change beliefs, not the other way around. Based on his forthcoming book, The Heart of Transformation; Build the Human Capabilities that Change Organizations for Good, Michael will focus on the capability of Innovating Before Replicating and give you one of the key questions that can activate this capability in your company.

Speakers:
Michael Leckie, Founding Partner, Silverback Partners, LLC

3:15 pm – 3:45 pm CET

The Equity Equation: Drive Innovation With Inclusive Culture

Every organisation has a culture, and if you don’t create it intentionally, you can be sure that it will evolve organically. We know that diverse teams create more innovation and drive better customer experience. Companies that lack an inclusive culture fail to unlock those opportunities. Great culture powers performance, enables engagement, and inspires innovation. Join us in this session to learn how to unleash the potential of your talent through inclusive culture.

Speakers:
Katy Tynan, Principal Analyst, Forrester

Wednesday Nov 18

10:00 am – 10:15 am CET

Welcome & Opening Remarks

Speakers:
George Colony, CEO, Forrester
Martin Gill, VP, Research Director, Forrester

10:20 am – 10:50 am CET

Forrester Keynote: Close The Gap Between Brand, Employee, And Customer Experiences

Values-based consumption is increasing, and employees are increasingly expecting you to articulate a clear brand purpose. The current crisis proves that the way firms treat their customers and employees is reshaping their brands. More than ever, employee and customer experiences are key drivers of business performance. This session will explore how leading firms are aligning brand, customer, and employee experiences.

Speakers:
Thomas Husson, VP, Principal Analyst, Forrester

10:50 am – 11:10 am CET

Marketplace Energiser

11:10 am – 11:30 am CET

Breakout Sessions

Values
The State Of Values-Based Consumers

For years, values-based consumers have been on the rise, and have jolted brands to prove that they care about moral, environmental, or political causes. But within the last six months, the COVID-19 pandemic has transformed the consumer’s economic and social world. What is the fate of the values-based consumer in this new, unstable normal? In this session, learn about how shifting consumer purchase priorities and mindsets influence values-based buying in the short and long term, and how businesses are leveraging their values to meet consumer needs.

Speakers:
Anjali Lai, Senior Analyst, Forrester

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Journeys
Research Methodologies for Qualitatively Understanding Customer Journeys Faster

CX pros know that understanding customers and the journeys they travel is a requirement for good CX. But in a world where marketing, CX, and customer journeys are iterating faster than ever, how can you get deep understanding fast? In this session, we will share tactics for optimising journey mapping research for speed.

Speakers:
Kelly Price, Senior Analyst, Forrester

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Experiences
Delight The Right Customers

Though it might seem like sacrilege to a customer-obsessed business, you don’t have to deliver a great customer experience to every customer. You’re better off focusing on your “devotees, who drive a disproportionate amount of business success, and letting anyone else who wants to come along for the ride. This session explains who devotees are, and how to identify your company’s devotees and use them to guide your experience strategy.

Speakers:
TJ Keitt, Principal Analyst, Forrester

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The Future
The Changing Expectations Of European Consumers

Data shows that consumers aren’t returning to old behaviors in a binary on/off way. As European consumers begin to shop, eat out, and go back to the office, their needs and demands have changed. How will these new expectations influence their purchase journey — and their relationship with your brand?

Speakers:
Reineke Reitsma, Vice President, Research Director - Market Insights, Forrester

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11:35 am – 11:55 am CET

Case Studies

Clarabridge: Closing the Loop with Customers through the COVID Crisis

Understanding your customers’ needs, behaviors, and challenges, and agilely transforming digital and contact center modes, methods, and policies is critical to managing change during a crisis. Learn how organizations have been repurposing their CX analytics solutions to better understand how the COVID crisis has impacted all aspects of the customer experience and what companies are doing to respond to the dynamic, changing environment. Case studies will also be presented of leading organizations who have used interaction analytics during crisis to drive proactive product change, digital process transformation, workforce reconfiguration, proactive communication and more.

Speakers:
Sid Banerjee, Executive Vice Chairman, Founder and Chief Strategy Officer, Clarabridge

Confirmit: CX Realities: How Computacenter brought employees on their CX journey

Bringing an entire organization on the journey to a great CX is a CX professional’s dream – but it’s not easy. For Computacenter, though, that dream is becoming a reality and the result is a customer insight engine that that fuels day-to-day tactical change and impacts the big picture. Join Donna Kempster of Computacenter and Confirmit’s Phil Durand as they discuss the theory versus the reality of implementing a CX strategy that drives action.

Speakers:
Donna Kempster, Customer Insight Manager, Computacenter
Phil Durand, Director, Customer Experience Management, Confirmit

LivePerson: The Rise of AI-Powered Messaging at BT Enterprise

Hear how BT’s Service Innovation team introduced AI-powered messaging to their customer base at the cusp of the global pandemic. Howard will share the steps the team has taken to arrive at impressive customer satisfaction scores, increased operational efficiency and improved agent happiness. He’ll reflect on each step of the journey and what he would have done differently along the way. This very candid look at a 2020 messaging implementation will help you shape your own digital transformation journey.

Speakers:
Howard Morgetroyd, Head of Service Innovation and Technology Enablement, BT Enterprise
Nathan Rogers, Area Vice President, LivePerson

Sprinklr: How Emirates NBD and Sprinklr scale exceptional customer experience

A front-runner in retail banking innovation, Emirates NBD continues to undertake numerous initiatives to create a more rewarding and customer-centric banking experience. This has yielded benefits with positive impact on our Customer loyalty scores, brand value of US$4.13 billion and remarkable business results, increasing both customer engagement and profitability. Join this session to learn how in the last 2 years, together with Sprinklr, the bank has focused on Culture, Crisis Management (featuring a state-of-the-art Command Centre), Connections, Content and Compliance to consistently deliver amazing customer experiences, at scale, even during these recent difficult times.

Speakers:
Haitham Elkhatib, Vice President, Middle East & Africa, Sprinklr
Vikram Krishna, Executive Vice President, Head of Group Marketing & Customer Experience, Emirates NBD

SugarCRM: Embracing a CX Framework that Delivers (with Asendia Management SAS)

Customer expectations are evolving, businesses are changing; your technology and CX strategy must follow. Join us as we unveil a proven CX framework that can pave the way for thriving customer relationships.

Speakers:
David-Alexandre Krupa, Sales Excellence Manager, Asendia Management SAS
Stuart Hall, Regional Vice President, EMEA, SugarCRM

TalkWalker: Intelligent listening in a time of crisis: How Orange improved customer experience during COVID-19 using conversational intelligence

Following the re-opening of their physical stores after the lockdown, telecommunications operator, Orange, re-designed their in-store processes to ensure the health and safety of their customers. The challenge was discovering what customers really thought of this new experience. Discover how Orange used conversational intelligence, bringing together multiple sources of customer data and online analytics, to limit inherent channel bias and take concrete action in order to improve the in-store customer experience.

Speakers:
Bruce Hoang, Digital and Data Communication Director, Orange
Cara Buscaglia, VP of Global Solutions, Talkwalker

12:00 pm – 12:20 pm CET

Breakout Sessions

Values
Take A Systemic Approach To Adopting And Expressing Values

Nearly two-thirds of consumers consider brands’ moral, social, and political values when choosing whether to do business with them. Unfortunately, companies lack a methodical approach to values, leading to high-profile flubs. Should your company bring values into its business model? If so, how intensely should it express those values? It depends. During this interactive session, Rick will guide attendees through Forrester’s values-based experience framework so they can decide which approach to values is best for their company.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

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Journeys
Innovate With Future-State Journey Mapping

Technology, customers, and outside forces constantly evolve and challenge companies to keep up — making innovation critical to long-term success and differentiation. But reactive and tech-driven innovation based on AI, virtual reality, and other emerging tech often misfires. This session will review how you up-level your journey mapping from current-state to future-state to succeed at adjacent and disruptive innovation.

Speakers:
David Truog, VP, Principal Analyst, Forrester

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Experiences
Content Is Empathy At Scale

For consumers who do steadily more in digital, much of the effectiveness, ease, and emotion that makes for great customer experience comes from great content. It empowers consumers, guides them, informs them, and helps them succeed. In this talk, you will learn how content can support millions of interactions and assets with empathy, where the content space is heading, and how you should prepare for the future.

Speakers:
Ryan Skinner, Principal Analyst, Forrester

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The Future
How Jobs And Employee Experience Will Evolve In Europe In 2021

2021 will be a pivotal moment for Europe. Ongoing economic uncertainty, rapid technological change, and an ongoing pandemic will transform existing working environments. The European job market will have to become more dynamic to minimise the risks of job elimination and skills shortages. This session highlights the main drivers of a more dynamic European job market. It discusses how jobs and employee experience (EX) will evolve in Europe in 2021. The goal is to help customer experience, EX, and marketing professionals shape and develop their strategies.

Speakers:
Dan Bieler, Principal Analyst, Forrester

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Special Session
How European Banks And Insurers Earn Loyalty With The Quality Of Their Experience

The coronavirus pandemic has induced a radical shift in both consumer behaviors and expectations. Digital banking uptake has accelerated, financial security concerns are top of mind for many, and customers are reassessing how well their banks and insurers are meeting their changing needs. This session will reveal how well banks and auto/home insurers in the UK, France, Spain, and Italy have scored against Forrester’s Customer Experience Index (CX Index™) during this tumultuous year and will outline what brands need to consider in order to sustain and build loyalty for 2021 and beyond. 

Speakers:
Victoria McRitchie, Principal Consultant, Custom Analytics EMEA, Forrester
Oliwia Berdak, VP, Research Director, Forrester

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12:20 pm – 12:50 pm CET

Marketplace Energiser

12:50 pm – 1:10 pm CET

Case Studies

ECS: The Rise of the Omni-Customer

With the emergence of omni-channels and increasingly digital customers, strategies are having to look beyond traditional methods to keep pace with changing behaviours. The good news is, omni-customers are leaving behind a digital trail which can directly benefit your CX efforts. Hear from our John Ing from ECS on what this means for your business and the areas that need to be considered to provide the great experiences you want to. You’ll learn how great customer experiences are being driven across the Contact Centre industry.

Speakers:
John Ing, CX Principal Product Lead, ECS

eGain: Delivering on the Digital Urgency for Customer Engagement in the Pandemic Era and Beyond

Consumers have gone digital in a hurry in the pandemic era with younger demographics pushing to do more with digital and older demographics, especially driven by COVID contact risk, forced onboard. Meanwhile, “digital or die” has become “digital now or die” for businesses with full or partial lockdowns and a cloud of economic uncertainty hanging over their heads. This has catapulted digital transformation of customer service and engagement back to the top of the executive agenda. How can contact centers deliver on this new, urgent imperative?

Speakers:
Stephen Kennedy, Solution Director, eGain

Medallia: The Cycles of Disruption - How T- Mobile Creates Amazing Experiences by Breaking the Old Rules

Learn How T-Mobile Engaged Employees, Redefined Processes, and Put Customers at The Center of Key Decisions, Resulting in Remarkable CX Improvements and Incredible Growth.

Speakers:
Brian Andrews, Senior CX Principal , Medallia
Denise Vidal, Senior Director, T-Mobile

Qualtrics: The Future Of CX: How Lessons From 2020 Will Shape The Next Decade

Many organisations’ plans and predictions for the 2020s went out of the window just a few months into the decade. In the wake of COVID-19, organisations pivoted to become more agile, more connected to consumers, and more deeply invested in their employee wellbeing. But which of these changes will become BAU, and which will slowly revert back? In this session from CX legend Bruce Temkin, we’ll unpack the events of 2020 and look at the lasting legacy of a year like no other.

Speakers:
Bruce Temkin, Head of XM InstituteTM, Qualtrics

UserTesting: How Skyscanner leveraged human insights to understand the impact of COVID-19 on travel

2020 events disrupted the world to an incredible extent, and travel was undoubtedly one of the worst affected industries. Skyscanner was quick to recognise the need for a deeper understanding of what their audience was experiencing and how people were feeling about travelling again. Join this session to learn how Skyscanner’s research team leveraged human insight to understand the needs of the new normal for their global audience of travellers.

Speakers:
, ,
Oli Mival, Head of User Research, Skyscanner

1:15 pm – 1:35 pm CET

Breakout Sessions

Values
Embedding Sustainability Into The Customer Experience

Values-based consumption is accelerating. European consumers express more interest than ever in buying from brands that commit to respecting the environment, support local communities, treat their employees well, and keep personal data secure. But how do brands embed values such as these into their customer experiences? And, in the face of economic recession, will consumers be able to afford their values? This session will share Forrester’s latest insights into the role of values in consumer decision making and how brands are creating values-based experiences.

Speakers:
Michelle Beeson, Analyst, Forrester

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Journeys
Energize EX Improvement With Confidence And Clarity Using Employee Journey Mapping

Your understanding of the employee experience (EX) at your firm will remain hazy as long as you rely on annual snapshots of employee engagement. Why? Because insights from these surveys are stale by the time you’ve analyzed the data  which is likely to be distorted anyway since it’s self-reported. The solution: employee journey mapping (EJM). But don’t forget that serving employees is fundamentally distinct from serving customers. The most challenging problems inhibiting EX are systemic, such as metrics or the way leaders manage change. Overcoming these problems requires an EX-specific approach.

Speakers:
David Johnson, Principal Analyst, Forrester

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Experiences
The Open Design Movement

Open source has transformed software development, and a similar shift is underway in experience design. A focus on transparency and the public sharing of design work for feedback, reuse, and remixing is reshaping how companies approach designing experiences. This session outlines how your company can reap the benefits of this movement to elevate your design practice, get products to market faster, and create more inclusive customer experiences.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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The Future
The Future Of Advertising And Its Impact On The Customer Journey

Mass marketing in the 1960s. Digital in the 1990s. What’s in store for the 2020s? What we know so far: The impending death of the cookie, privacy regulations, and walled gardens are all resulting in reduced data available to marketers. This session explores what the future of advertising looks like, from consumer attitudes to the look of advertising. Learn how the customer journey will be impacted and what it means for marketers and customer experience pros.

Speakers:
Joanna O'Connell, Vice President, Principal Analyst, Forrester

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1:35 pm – 1:55 pm CET

Marketplace Energiser

1:55 pm – 2:25 pm CET

Forrester Keynote: Make Ethics More Than Marketing

Your customers increasingly make decisions based on companies’ values and ethics. In fact, our data shows that values-based companies grow faster than others. Companies are ready to jump at this opportunity, but ethical commitments that only live in marketing campaigns, without actually affecting business decisions, will fail. From data and third-party risk management to employee practices and sustainability, your business processes are exposed. Customers have the power and the willingness to look beyond brand promise, and they will choose brands that act with integrity and live by their values. Join this session to learn how marketing organisations in values-based companies contributed to make ethics a businesswide initiative and deliver on their customers’ — and stakeholders’ — expectations.

Speakers:
Enza Iannopollo, Principal Analyst, Forrester

2:30 pm – 3:00 pm CET

Guest Performer: Ellie Goulding

Multiplatinum-selling singer/songwriter Ellie Goulding’s career to date has seen her receive two GRAMMY Award nominations, a Golden Globe nomination, two BRIT Awards, sales of 18 million albums and over 140 million singles, and 23 billion streams worldwide. With over 50 million followers combined on her social platforms, she also earned YouTube’s Diamond Award with 10 million subscribers on her YouTube channel and over 5 billion views globally. Ellie holds Billboard’s Hot 100 record for the most entries on the chart this century by a British female vocalist. All three of her albums have been certified platinum, with 18 of her singles now RIAA certified.

Ellie’s fourth and highly anticipated new album Brightest Blue has been applauded by critics across the globe with Variety raving the album is her “best and most complete work, a lovelorn mess of emotions atop a mass of vibrant soundscapes,” while The Guardian stated it’s “a triumph of heart and ambition” and “her best yet.” The album is presented in two parts, the first 13 tracks are the thoughtful contemplations that make up “Brightest Blue” (executively produced by Ellie Goulding & Joe Kearns) and the second part, “EG.0” consists of huge pop bangers with collaborators including Lauv, Swae Lee/Diplo, blackbear and the late JUICE WRLD. Across the two halves Ellie enlisted a number of writers and producers to help create the finished product, including the likes of Tobias Jesso Jr., Starsmith, ILYA, serpentwithfeet, Patrick Wimberly (of Chairlift) and Jim Eliot among others.

Speaking about the two-sided album Ellie explains “the first half reflects my vulnerability… it acknowledges a complex world where relationships still dictate our happiness and heartbreak and can still be the most painful thing in the world, no matter how enlightened you are. The tracks also symbolise growing up and becoming a woman.” About the second half she says it “encapsulates my confident, brave and fearless side and features all my recent collaborations.” Ellie adds, “I often find myself writing about my thoughts and emotions in a way that I know will be catchy and memorable. I will always seek to use my voice in ways that no one would ever expect and look to collaborate with the least likely, exciting and eclectic group of other artists.”

On August 26th, Ellie gave fans around the world a spellbinding performance from the iconic V&A (Victoria & Albert Museum) in London during her one-off exclusive pay-per-view live streamed gig, presented by LIVENow, for “The Brightest Blue Experience.” She performed a number of tracks from her new album as well as other fan favorites, and was joined by friends and collaborators Diplo, Lauv and blackbear via video link. The stream was also broadcast via three additional time zones to cater to audiences across the globe from North, South and America as well as Asia, Australia and New Zealand.

Outside of music, Ellie is a long-standing activist and philanthropist and has long used her platform to engage young people with global issues. In November 2017 she was awarded the United Nation’s New Voices Award by the UN Foundation in recognition of her activism and became a Goodwill Ambassador for UN Environment. Goulding now works with the UN as a Global Environmental Ambassador and uses her platform to drive a number of other philanthropic ventures including being a patron of women’s shelter The Marylebone Project. At this critical time in society, Ellie campaigns at the highest level, working year-round to amplify the voices of young people in particular. She is passionate that political discussions on climate must match the ambitions of young people across the world.

During 2018 Ellie addressed 85 heads of state in London at the Illegal Wildlife Trade Conference, spoke to the fashion industry on the necessity of climate goals at the UN’s Fashion for Development showcase in Paris and delivered a speech at the UK’s home of science, The Royal Institution, in the final round of Talanoa talks on the eve of COP24. In April 2019 she teamed up with Netflix and Oscar winning composer Steven Price to perform an original song for Sir David Attenborough’s latest series ‘Our Planet’. In October 2019, Ellie took part in One Young World – the global forum for 2,000 young leaders from 190 countries – which aims to accelerate social impact and address urgent global issues such as climate change, gender equality, refugees, and many more.

3:00 pm – 3:00 pm CET

Close of Day 1

1-On-1 Analyst Sessions With Attendees

This is the perfect opportunity to get personalised advice about a current or planned initiative in a private conversation with a Forrester analyst. Bookings to open at a date to be announced.

Thursday Nov 19

10:00 am – 10:30 am CET

Forrester Keynote: Segment And Benchmark Your Consumer Journeys To Drive Emotional Engagement

C-level executives at forward-thinking companies such as Bank of Montreal, The Economist, E.ON, and Lloyds Banking Group have been shifting their focus away from channels and touchpoints and toward journeys instead. Why? Because journeys are customers’ lived realities. But to excel at customer journeys, companies need to know what good looks like. In this session, Joana will share findings from a new stream of research into how to segment and benchmark B2C journeys based on factors like complexity, emotional intensity, the anatomy of the journey, and the customer’s emotional curve.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

10:35 am – 11:05 am CET

Forrester Keynote: Design For The One And Only Constant: Change

Like humans, organisations struggle to deal with disruption. While some try to hang on to the status quo, others grow and become more resilient as they dare to explore complexity and change. What’s different about these people and organisations? They adopt a few design principles that allow them to continuously adapt to changing customer expectations, technologies, or ecosystems. This keynote shares best practices and approaches to harness the one and only constant: change.

Speakers:
Karine Cardona-Smits, Senior Analyst, Customer Experience, Forrester

11:05 am – 11:25 am CET

Marketplace Energiser

11:25 am – 11:45 am CET

Breakout Sessions

Values
Marketing Strategy In A Values-Driven World

Now that values-based consumers dominate the market, it’s more important than ever for companies to behave ethically. At the same time, new design techniques, technologies, and brain science tempt companies with the power to manipulate their customers. In this fraught environment, marketing and CX pros must act as their brands’ moral compass by defining stances on hot-button values topics, showing what is both profitable and ethical, and building these positions into their companies’ operating models. Join Emily to learn what values really mean for business and how you can guide your company to success.

Speakers:
Emily Collins, VP, Research Director, Forrester

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Journeys
Banks Need To Revamp Their Journeys In Times Of Crisis And Recovery

The COVID-19 pandemic has accelerated banks’ focus on customers’ financial well-being and support. To respond to changing customer behavior and help employees working remotely, while continuing to building connections and empathetic engagement with customers, banks need to revisit and enhance their customer journeys. In this presentation, digital banking executives will learn how they can use journey orchestration — which enables real-time decisioning across channels — to design emotionally attuned journeys.

Speakers:
Aurelie L'Hostis, Senior Analyst, Forrester

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Experiences
Emotions In A Digital World

It used to be that you could deploy your most empathetic staff on the frontline, and lo and behold, you could win the toughest customers over and win long-term loyalty. Fast-forward to 2020 and the prospect of reduced face-to-face interactions. Goodbye, human touch. Hello, screens. But how do you build an emotional bond through an app or webpage? In this session, learn how the best brands are recreating the human touch online (while literally avoiding it altogether).

Speakers:
Amit Bhatia, Senior Analyst, Forrester

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The Future
Customer Experience In 2021

Customer experiences and the work of the people who create them evolve continually — but are now changing faster than ever. This session will examine Forrester’s CX predictions for 2021 and what they mean.

Speakers:
David Truog, VP, Principal Analyst, Forrester

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Special Session
Digital Experience Reviews

The importance of digital user experience (UX) has been rising for years, but it has skyrocketed because of the 2020 pandemic — as customers rely almost exclusively on digital interactions to bank, shop, work, and connect with friends and relatives. Forrester has researched digital UX for over two decades and helps businesses in all verticals apply best practices to their digital journeys.

In this special session, Richard Sheahan, principal consultant in customer and digital experience, and Karine Cardona-Smits, senior analyst in customer experience will share how to create better engagement through digital channels and assess digital experiences. They will also highlight some digital trends.

Speakers:
Karine Cardona-Smits, Senior Analyst, Customer Experience, Forrester
Richard Sheahan, Principal Consultant, Forrester

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11:50 am – 12:10 pm CET

Case Studies

InMoment: Integrating Your Marketing and Customer Experience Strategies for Maximum Impact

There is a strong intersection between marketing and the customer experience. It was found that 75% of organisations have successfully calculated a positive relationship between CX and business outcomes; including increases in revenue through higher retention and customer lifetime value. Key to their success was the tight alignment of CX efforts and marketing strategies – with a focus on customer acquisition, customer retention and loyalty strategies.

Join our presentation where we will showcase different client cases that will provide learnings on how to successfully evolve, transform and improve your experience programme to deliver a flawless and single unified experience, leveraging the power of marketing and CX.

Speakers:
Derek Eccleston, CX Consultant, InMoment

Medallia: Deepen customer relationships with voice, video and data

To move towards true engagement and dialogue with customers you need to maximise the value of the data you already have in your organisation, and expand programmes with newer channels such as video and voice to make it as quick and easy as possible for customers to engage with you and gain deeper customer insights that lead to loyalty. During this session learn from Medallia experts on how to maximise the value of your existing data, how to overcome survey fatigue, add new signals and data points to enhance CX, and how to unify your customer signals and use them to drive actionable insights across your organisation.

Speakers:
Chris Colley, Principal, Customer Experience (VP) , Medallia

Quantum Metric: The Telegraph Case Study: Customer led digital transformations

Learn how the Telegraph, a 165 year old brand, adapted its business model for the digital era. Understanding the evolving needs of its audience, The Telegraph embraced a complete digital transformation to make online subscriptions its main revenue channel, without compromising its core principles. Dylan will address how the organisation made the shift to digital, the technology stack that made it possible, overcoming roadblocks along the way and the ongoing customer learnings that allow for constant iteration.

Speakers:
Daniel Murray, Chief Evangelist, Quantum Metric
Dylan Jacques, Technology Director, The Telegraph

Verint: How to successfully build and maintain Employee Engagement in a disrupted world with Aldermore Bank

The dramatic shifts in working life in 2020 have seen businesses and people struggling to adapt and change. Those organisations that are succeeding are adapting quickly and smartly, by leveraging technology and people, to support their customers. Join Matt Flury, Business Psychologist, Rowena Fenwick, Aldermore Bank, and host, Chris Rainsforth, Verint as they discuss the challenges of engaging, motivating and supporting a distributed workforce whilst delivering exceptional customer service.

Speakers:
Chris Rainsforth, Head of Operational Management Best Practice, Verint
Matt Flury, Business Psychologist,
Rowena Fenwick, Business Planning & Performance Manager, Aldermore Bank

Usermind: Redefining Digital Journeys with Orchestration at Schneider Electric

Throughout 2020, improving digital products and services has become center stage, and a critical part of that is understanding and improving the digital journey. See how Schneider Electric uses Orchestration to improve digital journeys by leveraging data for automation, taking action at each step of the digital journey, and delivering the right message, in the right moment.

Speakers:
Christine Davis, Global Digital Management Adoption Driver, Schneider Electric
Michel Feaster, Co-Founder & CEO, Usermind

12:10 pm – 12:40 pm CET

Marketplace Energiser

12:40 pm – 1:00 pm CET

Breakout Sessions

Values
Localize Your Ethical Marketing Approach To Succeed Globally

Driven by their short-term key performance indicators, marketers are over-obsessed with performance-based marketing and make ethical marketing mistakes. But consumers today will demand much more than efficient and reliable products and will increasingly care more about values such as respecting consumer data privacy and environmental protections. Before and after COVID-19, we see consumers across the world initiating backlash on culturally insensitive ads and supporting cause marketing. This session will share best practices of how leading brands differentiate with ethical marketing to build long-term value, as well as pitfalls to avoid.

Speakers:
Xiaofeng Wang, Principal Analyst, Forrester

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Journeys
So You've Journey Mapped, Now What?

How hard are your journey maps working for your organisation? Journey maps can be incredibly effective tools in driving a customer or employee experience transformation, yet many struggle with using them to create change. Understand the process to gain buy-in for your journey map  from socialising your map internally for validation and consensus, to gaining support of business leaders in prioritising experience gaps and, to identifying owners of customer experience initiatives for improvement.

Speakers:
Angelina Gennis, Senior Analyst, Forrester

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Experiences
Reimagine Your Experiences With AI While Avoiding Pitfalls

AI tech for digital experience delivery holds the potential for you to provide great customer experiences every time. But the tech landscape is murky, and using AI to enhance experiences is fraught with risk. Join this session to learn about the experience benefits of AI tech, what is available to use, and how to safely build an AI-driven experience practice.

Speakers:
James McCormick, Principal Analyst, Forrester

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The Future
European Marketing And CX Priorities For 2021

With COVID-19 still spreading, unemployment rocketing, and business and consumer spending curtailed, everything feels uncertain. This session will help marketing and customer experience professionals plan ahead by reviewing business strategies, budgets, and priorities in the context of evolving forecasts.

Speakers:
Thomas Husson, VP, Principal Analyst, Forrester
Rusty Warner, VP, Principal Analyst, Forrester
Ryan Skinner, Principal Analyst, Forrester
Oliwia Berdak, VP, Research Director, Forrester

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1:05 pm – 1:25 pm CET

Case Studies

Acoustic: How Scottish Television Reimagined and Recreated their Customer Experiences

A discussion with Acoustic, of how marketers can re-imagine their customer experience by engaging their customers in new ways of marketing. You will hear how they changed the way they engaged with their customers using mobile channels. For David, it’s all about taking what data you have available and making it work for you, and Acoustic lets him do that with ease.

Speakers:
David Handling, Customer Experience Manager, Scottish Television Group
Michael Trapani, Senior Director of Product Marketing, Acoustic

Confirmit: VoC With a Twist of Marketing

We’ve all heard it so many times recently, “in these uncertain times”, well, we say enough already, the future has always been a bit uncertain, right? That said, we can’t keep doing the same things. It is high time we started looking at the relationship between CX and marketing differently. CX is more important now than ever, and marketers are struggling to create engagement and demand for their products. So, let’s work together. In this session, you will learn about a new application for CX within marketing that will create benefits across your company.

Speakers:
Beth Magee, VP of Marketing, Confirmit
Holly Carter, Director of Product Marketing, Confirmit

Intercom: How tado° reduced customer first-response time by 92% with messenger-based approach

tado° is an intelligent heating control app that’s changing the way we think about and consume energy. The company was looking to improve its customer first-response time and decided to change the way it handled customer queries by shutting off phone support. This session will discuss how the company switched to messenger based support and leveraged self-serve support for a consistent customer experience. And explain how customer conversational insights have led to product innovation.

Speakers:
Ciaran Nolan, Head of Relationship Management EMEA, Intercom
Martin Mason, Head of Customer & Employee Experience, tado°

Sprinklr: The Recipe for Modern Customer Experience with Insight Driven Engagement

Modern Customer Experience Management is underpinned by AI to develop relevant content and response at speed, creating the agile lower-cost engagement approach: Micro strategies, Big Insights, Rapid iterations and Relevancy. The session will provide brand examples that have used insight led, collaborative approach and AI to scale and break down organisational silos, driving happier customers and profits. It is possible to have your cake and eat it: Amazing customer experience at a lower cost.

Speakers:
Irfan Verjee, VP Business Value Group, Sprinklr

Thunderhead: How customers led the transformation of a global business (a BSH Hausgeräte GmbH and journey orchestration story)

BSH Hausgeräte GmbH is the largest home appliance manufacturer in Europe. To support our ambition “To be the first choice for consumers worldwide”, the business knew its business transformation plan needed customers at the very heart. Working with Thunderhead, Customer Journey Analytics and Orchestration would be the solution to delivering our global plan. We’ll share how we did it, and the impact of a customer-centric programme that deeply impacted on global working practices and mindsets.

Speakers:
Mesut Öcalan, Head of Performance Analytics - Global Digital Transition, BSH
Rob Coyne, Chief Revenue Officer, Thunderhead

1:25 pm – 1:45 pm CET

Marketplace Energiser

1:45 pm – 2:15 pm CET

Forrester Keynote: How To Measure Value For Customer

Do your customers feel they get value from interacting with your organisation? And if not, what are the biggest gaps? Most organisations cannot reliably answer these questions. But how much value your customers get across four dimensions — functional, experiential, symbolic, and economic — is a key leading indicator of business success in any customer-centric organisation. This session gives guidance on how to overcome the biggest challenges in measuring true value for customers.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

2:20 pm – 2:50 pm CET

Keynote Panel: Putting It Into Practice

You know you need to align marketing, CX, and EX around a common vision. You know you need to drive consistent execution throughout your entire organisation. You know you need to deliver and measure emotionally resonant customer journeys. But how do you do this in practice? Join Forrester VP and Research Director Martin Gill for a panel discussion with two CX leaders to hear their practical, hands-on stories. 

Speakers:
Martin Gill, VP, Research Director, Forrester
Andrew Archibald, Director of Customer Propositions, Co-op Health

2:50 pm – 3:00 pm CET

Closing Remarks

Speakers:
Martin Gill, VP, Research Director, Forrester

3:00 pm – 6:00 pm CET

1-On-1 Analyst Sessions With Attendees

This is the perfect opportunity to get personalised advice about a current or planned initiative in a private conversation with a Forrester analyst. Bookings to open at a date to be announced.

*Times are subject to change.