CX EMEA

September 30 – October 1  |  Live Virtual Experience

Early Access

Sep 28
  • 12:00 pm – 5:00 pm CESTOn-Demand Sessions

Early Access

Sep 29
  • 12:00 pm – 5:00 pm CESTOn-Demand Sessions

Thursday

Sep 30
  • 11:00 am – 11:35 am CESTWelcome & Opening Keynote
  • 11:40 am – 12:00 pm CESTForrester Keynote
  • 12:05 pm – 12:50 am CESTBreakout Sessions & Case Study Sessions
  • 12:50 pm – 1:10 pm CESTMarketplace Break & Networking
  • 1:10 pm – 2:20 pm CESTBreakout Sessions & Case Study Sessions
  • 2:20 pm – 2:40 pm CESTMarketplace Break & Networking
  • 2:40 pm – 3:10 pm CESTForrester Keynote
  • 3:15 pm – 3:45 pm CESTGuest Keynote
  • 3:50 pm – 4:20 pm CESTGuest Performance
  • 4:20 pm – 4:50 pm CESTFacilitated Networking

Friday

Oct 1
  • 11:00 am – 11:30 am CESTForrester Keynote
  • 11:35 am – 11:45 am CESTKeynote Session
  • 11:50 am – 12:35 pm CESTBreakout Sessions & Case Study Sessions
  • 12:35 pm – 1:05 pm CESTMarketplace Break & Facilitated Networking
  • 1:05 pm – 2:15 pm CESTBreakout Sessions & Case Study Sessions
  • 2:20 pm – 2:50 pm CESTGuest Keynote
  • 2:55 pm – 3:25 pm CESTForrester Keynote & Closing Remarks

Early Access Sep 28

12:00 pm – 5:00 pm CEST

Attendee Orientation

Join us for the CX EMEA attendee orientation. Our event programme manager 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 event!

Spotlight Sessions

See the full list of available Spotlight Sessions here. These sessions offer exposure to leading CX technology providers with solutions that align to your key initiatives.

Early Access Sep 29

12:00 pm – 5:00 pm CEST

Attendee Orientation

Join us for the CX EMEA attendee orientation. Our event programme manager 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 event!

Spotlight Sessions

See the full list of available Spotlight Sessions here. These sessions offer exposure to leading CX technology providers with solutions that align to your key initiatives.

Thursday Sep 30

11:00 am – 11:35 am CEST

Opening Remarks & Keynote Session

Harnessing Friction In Customer Journeys To Drive Emotional Engagement

Building on research Forrester has conducted about the emotional makeup of journeys — the baseline, curve, and punch — we dig deeper into the emotions and moments that matter for different types of journeys and reveal how to identify and harness “good friction” in these journeys to increase emotional engagement and build trust. Companies have over-indexed on minimizing friction. Prioritizing frictionless experiences above all else risks alienating customers. Trying to eliminate, rather than harness, negative emotions and friction can be a mistake. Some friction in the journey can contribute to a sense of safety, product “fit,” and self-actualization and ultimately build trust.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester
Martin Gill, VP, Research Director, Forrester

11:40 am – 12:00 pm CEST

Keynote Session

Serving Customer Needs Across A Hybrid Customer Experience

As customer interactions become increasingly hybrid experiences, organizations will use resources more flexibly to serve customer needs across three interaction modes: self-service, automated, and person to person (P2P). CX leaders must help teams across their organisation break out of a channel mindset and think about how they support different customer needs across any touchpoint.

Speakers:
Michelle Beeson, Analyst, Forrester

12:05 pm – 12:25 pm CEST

Breakout Sessions

Establish, Fund And Scale Your CX Function
Establish, Fund, And Scale The CX Function

How do you unify your company’s CX vision and strategy, increase adoption of CX management, and implement a CX roadmap? So many CX teams encounter seemingly insurmountable challenges to progress. But successful CX functions demonstrate commonalities in CX skills, stakeholder management, and even how they get funding. Whether your team is newly minted or well established, we offer the characteristics that empower CX functions to lead transformation.

Speakers:
Angelina Gennis, Senior Analyst, Forrester

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Embed Customer Insights Into Your Business
Create The Connected Experience With Data And AI 

Planning your customer targeting and segmentation, messages, offers, and experience by poring over data and dashboards is so 2010s. CX pros are instead exploiting analytics and AI embedded into business and productivity applications, smart personal devices, and products for personalised, connected experiences. Join us to learn how to shrink the gap between data, insight, and action by resetting your insights-driven business strategy, partners, practices, data, platforms, and capabilities.

Speakers:
Boris Evelson, Vice President, Principal Analyst, Forrester
Michele Goetz, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Design Experiences That Drive Loyalty
Let’s Design Better Chatbots

Chatbots have a reputation problem, and it’s well deserved — most are disappointing. But a new discipline is emerging for designing experiences based on conversational AI that promises to help: conversation design. This session will introduce Forrester’s latest research about how you can design conversations to ensure that they win, serve, and retain customers instead of frustrating them.

Speakers:
David Truog, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Measure CX Performance And Prove ROI
Drive The Right CX With Effective Measurement:​ Three Lessons For CX Leaders

If you are a CX leader, one of your key priorities must be to establish an enterprisewide CX measurement programme that lets you track the success of your organisation’s CX activities and demonstrate the ROI of improving CX. In this session, CX leaders will learn what an effective CX measurement programme looks like and how to build one.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

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Special Session
What’s New In European Mobile Banking

Mobile apps have become the touchpoint of choice for millions of Europeans. Leading banks are leveraging emerging mobile capabilities and design best practices to satisfy heightened customer expectations and outflank mobile-first fintechs. This session will showcase functionality and usability best practices that other firms can learn from.

Speakers:
Oliwia Berdak, VP, Research Director, Forrester
Luis Deya, Researcher, Forrester

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Diversity & Inclusion
Why And How To Design Inclusive Experiences

Creating inclusive experiences is good for business, customers, and employees. It helps you reach new markets, reduce legal risk, prove your company is serious about diversity, equity, and inclusion (DEI), and more. But most companies take a narrow approach to design, so they miss out on these benefits. This session will present data demonstrating the benefits of inclusive design and then lay out five case studies demonstrating how to augment your experience design practice for inclusion.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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ELE
Nestle Fireside Chat: Use Innovation To Create Amazing Customer Experiences In Face Of Massive Migration To Digital

Join Nestle USA CMO, Alicia Enciso and Forrester VP and Executive Partner Jen Sanning for an engaging discussion on how Nestle used the pandemic-related massive migration to digital as a catalyst for unprecedented innovation within their business, delivering their brand promise in new, customer-obsessed ways.

Speakers:
Alicia Enciso, Chief Marketing Officer, Nestlé USA
Jen Sanning, Executive Partner , Forrester

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12:30 pm – 12:50 pm CEST

Case Study Sessions

CallMiner: How Dell Drives Better Outcomes Through Conversation Analytics

Join Dell’s Renée Hodgin, Voice Analytics Business Scientist in a fireside chat with CallMiner’s Employee Development Strategist Brian LaRoche as they discuss Dell’s journey with Conversation Analytics, their achievements to date and their roadmap for the future.

You’ll learn:

  • How to use Machine Learning and AI to become predictive and prescriptive in developing better customer experiences
  • How voice of employee (VoE) and voice of the customer (VoC) insights can improve enterprise-wide outcomes

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Renée Hodgin, Voice Analytics Business Scientist, Dell
Brian LaRoche, Director of Marketing, CallMiner

Forsta: Driving Business Outcomes with CX – Conversations with Charles Schwab & DHL

CX programs are most powerful when the data is used purposefully across the organization. What this looks like can differ from company to company. Charles Schwab is breaking down silos between departments to jumpstart their journey analytics, while DHL is directly applying their global CX data to drive a pillar business objective. In this fireside chat, learn about each of their paths to successful business outcomes through their CX programs.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Sean Albertson, Managing Director, Client Experience Measurement & Analytics, Charles Schwab & Co., Inc.
Jeremy Strang, Global Senior Manager Customer Intelligence, DHL
Tricia Aguilar, Head of Solutions Strategy, Forsta

Medallia & Marks & Spencer: How M&S is 'turbocharging' customer experience across the business

COVID-19 changed customer shopping behaviours dramatically overnight—and they’re not changing back. The lines between digital and physical customer engagement are blurry, amplifying digital transformation, and beginning a new era in customer experience.

Join this session to learn how M&S is realising its ambition of putting the customer voice at the heart of everything they do. By listening, understanding and acting on customer feedback as quickly as possible, learn how M&S is delivering an omnichannel retail experience.

Experts from M&S and Medallia will share the benefits of capturing experience signals under one connected view – across M&S’s stores and websites as well as its global contact centres, existing CRM systems and social media channels.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Hayley Ward, Head of Customer Experience, Digital and Data, M&S
David Howgego, VP of Solution Consulting, Medallia

Sprinklr & Mashreq Bank: A Digital Transformation Journey Anchored by True Customer-Centricity

As Group Head of Marketing & Communications and a leading Customer Experience Champion at Mashreq Bank, Aimee Peters explains why and how brand and marketing initiatives across all channels align to a true customer centric approach. Interviewed by Jen Brown from Sprinklr, Aimee will share the positive business impact this digital transformation journey is driving across all the bank’s markets, and what’s next for this pioneering financial institution.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Aimee Peters, Group Head of Marketing and Corporate Communications, Mashreq Bank
Jen Brown, Director of Marketing, Sprinklr

12:50 pm – 1:10 pm CEST

Marketplace Break & Networking

1:10 pm – 1:30 pm CEST

Breakout Sessions

Establish, Fund And Scale Your CX Function
A Conversation About CX, EX, Brand, And Trust

Join this fireside chat with leading Forrester experts on the importance of CX, EX, Brand, And Trust.

More details on this session coming soon!

Speakers:
Anjali Lai, Senior Analyst, Forrester
David Johnson, Principal Analyst, Forrester
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester
Enza Iannopollo, Principal Analyst, Forrester

READ MORE +READ LESS -
Embed Customer Insights Into Your Business
Differentiating With Data In Financial Services

Financial services firms have granular data about customers, yet most fail to capitalize on that data. If Netflix understands the nuances of entertainment needs, why can’t a bank make timely financial recommendations? Over the next decade, the quality of insights will be the key battleground on which financial services firms will differentiate. In this session, you will learn how leaders are using data insights to deliver differentiated experiences and get closer to their customers.

Speakers:
Alyson Clarke, Principal Analyst, Forrester

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Design Experiences That Drive Loyalty
How Companies Are Scaling Design In 2021

Companies are recognising the business value of design, and that opens the door for design teams to expand their scope and influence. But seizing this opportunity brings with it a challenge: how to scale up to meet demand and increase design’s impact. In this session, we’ll share new Forrester data and research on the tools, practices, and roles leading design teams use to power design at scale.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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Measure CX Performance And Prove ROI
Amaze Your Colleagues! Three Tricks To Improve CX With Data

More companies have more data coming from more sources than ever before. Analytics, AI, machine learning, and employees feed endless dashboards. The CX professional who can use that information to create insights that drive CX improvements is often considered a magician by colleagues. It’s not an unrealistic comparison. Like magic, amazing results can be obtained with simple techniques, making sure people are looking where you want them to. Join me to learn three techniques and how to avoid mistakes when performing them.

Speakers:
Michelle Yaiser, VP, CX Analytics, Forrester

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Special Session
Start Today: A Practical Framework For Using Instant Feedback To Power Real-Time CX

Lag time in customer feedback won’t cut it. Market conditions and customer sentiments move too fast for an outdated customer feedback system that takes weeks or months to go from collection to insights. Join Steve Peltzman, Forrester’s chief business technology officer and head of FeedbackNow, as he offers a practical, actionable framework for implementing real-time CX operations at your organisation. Plus, get an overview of some of the technologies that can help you revolutionise your customer experiences.

Speakers:
Steven Peltzman, Chief Business Technology Officer, Forrester

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Special Session
CX Certification Live! Customer Insights: Your Secret Weapon For CX Success

Customer insights make it possible for CX functions to fulfill their core role of understanding customers — especially as the expectations of today’s empowered customers evolve so rapidly. In this session, sample video lessons from Forrester’s new Mastering CX course and walk away with an assessment of your insights-to-action execution.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Brandon Purcell, VP, Principal Analyst, Forrester

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ELE
Paving The Way To Customer Centric Innovation: A HeidelbergCement Group Case Study

When asked in 2015 to help change a traditional and B2B focused company to be more customer centric Judith had her work cut out for her.

In a literally ancient B2B heavy industry as cement, aggregates and ready-mix concrete, CX was for many a fuzzy concept. It was clear, however, to Heidelberg Cement that the construction industry and its customers were starting to change, and that they had to change along to avoid falling into a commodity trap. However, changing a highly complex business that is 150 years old and has decentralized management structures and fragmented architecture doesn’t happen overnight.

How then, did Heidelberg Cement accomplish their multi-CX award winning transformation that spans over 40 markets and boasts 2500+ completed CX initiatives? In this session Judith will share with you her experiences and learnings from their journey so far to become a customer centric innovative company.

Speakers:
Judith van Herwaarden, Global Principal Customer Experience, HeidelbergCement

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1:35 pm – 1:55 pm CEST

Case Study Sessions

Clarabridge: Voice of the Customer Driving CX

Electrolux is putting the consumer in the center of their actions and using the voice of the customer and data analysis to truly understand consumer pain points. Join this session to learn how Electrolux turned siloed customer feedback into a 360 degree view of the entire customer journey while also utilizing the power of collaboration to drive CX improvements.

Speakers:
Carmen Wrona, Head of Digital Services and Knowledge Management Europe, Electrolux

Microsoft: Bringing CX Innovation to Community Banking

Your business likely matrixed, while market conditions and government regulation only add additional layers of complexity. This can make success in customer engagement difficult to achieve. Join us to hear how Microsoft and Eika worked in lockstep to streamline and enhance the customer experience for thousands of Norway’s local banking customers, all while maintaining the utmost respect for privacy and GDPR standards.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Atle Riksfjord, Director, Banking Applications, Eika
Thiale Diop, Product Marketing Manager, Business Applications Group, Microsoft

Talkdesk: Using AI for a Netflix-like Customer Experience

Consumers worldwide have grown accustomed to personalised and connected journeys, with brands like Netflix, Canon and Farfetch leading the way. Yet, many are unaware that Artificial Intelligence (AI) is behind this gold standard of customer experience.  Join us to explore how top brands are leading the way, how these effortless customer journeys boost brand loyalty, and how AI-led operational precision is transforming CX, the right way.

Speakers:
Jay Gupta, Director of Product Marketing, AI & Automation, Talkdesk

Zendesk and Baleària: Embracing customer service with messaging

Businesses need to engage over the channels that matter most to their customers. With social messaging apps now forecasted to hit 2.77 billion monthly users worldwide, organisations are adopting messaging channels faster than ever. In this session learn how Baleària, a Mediterranean ferry operator which supported more than 4.5 million passengers last year uses Whatsapp to offer fast and quality service to their customers.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Maribel Linares, Loyalty and CX Lead, Baleària
Mike Gozzo, VP of Product, Zendesk

2:00 pm – 2:20 pm CEST

Breakout Sessions

Establish, Fund And Scale Your CX Function
CMOs: Lead The Convergence Of Marketing And CX

In this session, VP and Principal Analyst Thomas Husson will elaborate on how CMOs and CX teams should collaborate to orchestrate customer experience. Stop obsessing over who owns CX in your organization, and instead use key catalysts like journey-centricity, brand values, innovation, and employee experience (EX) to bring marketing and CX operations together.

Speakers:
Thomas Husson, VP, Principal Analyst, Forrester

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Embed Customer Insights Into Your Business
Create More CX Actions With Data Storytelling

Don’t you want to see more of your work produce decision-making that matters? Storytelling is your most important tool in generating action from data — quantitative or qualitative, information or evidence. Whether driving business and operations decisions about CX, getting budgets approved, or proposing an organisational change, developing your storytelling skill is crucial. You’ll walk away from this session with a reusable five-step playbook for data storytelling that works.

Speakers:
Cinny Little, Principal Analyst, Forrester

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Design Experiences That Drive Loyalty
Industry Leader Spotlight: Service Design

Join this session to hear from an industry expert on how service design teams operate within organizations. More details coming soon.

Speakers:
Oliwia Berdak, VP, Research Director, Forrester
Dave Shaw, Director of Customer Strategy & Marketing, Tesco Bank

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Measure CX Performance And Prove ROI
Advanced Prioritisation: Use Five Dimensions To Make Better Decisions

Whether you’re prioritising projects, journeys, or measurement insights, ground your approach in data that supports informed decisions. Forrester’s Advanced CX Prioritization Model comprises five categories of criteria — including ROI — to evaluate potential activities that benefit customers and the firm. In this session, CX leaders will learn how to use this model to choose which activities should come next on their to-do lists.

Speakers:
Judy Weader, Senior Analyst, Forrester

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Special Session
Beyond Delight: The Emotions That Build Customer Loyalty

Companies need to go beyond equating emotion with delight. Designing delightful moments may charm customers some of the time, but it misses the full scope of the role of emotions in building enduring relationships with customers. Forrester’s Customer Experience Index (CX Index™) data reveals the emotions that drive European customers’ loyalty.

Speakers:
Clarissa Skinner, Researcher, Forrester

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Diversity & Inclusion
The Value Propositions Of Diversity, Equity, And Inclusion In Tech

Technology can innovate and shape our lives in magnificent ways. Diversity, equity, and inclusion (DEI) can contribute to that innovation in new and exciting ways. Join Jordan Mitchell and Forrester’s Katy Tynan to discuss how finding the value proposition of DEI within your functions can revolutionise results.

Speakers:
Jordan Mitchell, Global DEI Engagement Partner, Sprout Social
Katy Tynan, Principal Analyst, Forrester

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ELE
Forrester Certification Live: Leading With Customer Obsession

Customer obsession is more than a passion for the customer — it’s a way of doing business that requires putting the customer at the centre of every decision throughout the company. Your organisation can’t achieve customer obsession unless leaders like you model the right behaviours for employees and create the conditions under which employees can focus on customers. During this session, sample video lessons from Forrester’s new Leading With Customer Obsession course and walk away with specific behaviours you can adopt today.

Speakers:
Jenna Wohead, Director, Certification, Forrester
James L. McQuivey, PhD, VP, Research Director, Forrester

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2:20 pm – 2:40 pm CEST

Marketplace Break & Networking

2:40 pm – 3:10 pm CEST

Keynote Session

Modular Content: The Key To Customising Experiences At Scale

Marketers and CX leaders want to provide connected and coherent experiences for customers, but struggle to do so with their monolithic content templates. An approach to content based on modular components enables customised experiences at scale. This keynote will dive into the case for modular content, with numerous examples and advice.

 

Speakers:
Ryan Skinner, Principal Analyst, Forrester

3:15 pm – 3:45 pm CEST

Guest Keynote

Using Friction Is Important In Creating Connections With Customers

We know that some friction in the journey can contribute to a sense of safety, product “fit,” and self-actualization and ultimately build trust. During this session, you will hear from Katherine and Lee on how they have designed lasting and positive experiences with the application of good friction. They will dig into their thinking on the importance of using friction and share examples that have proven positive for the Monzo experience.

 

 

Speakers:
Katherine Vaughan, Director of User Research, Monzo
Lee Pethers, Principal Product Designer, Monzo
Joana de Quintanilha, VP, Principal Analyst, Forrester

3:50 pm – 4:20 pm CEST

Featured Performer: Leona Lewis

Singer, songwriter, actress and activist

British global singing sensation Leona Lewis has sold over 35 million records worldwide. The singer-songwriter — who is also an actress and philanthropist — reached number one in over 35 countries with her hit single “Bleeding Love.” A vocal powerhouse who is renowned for her vocal range and ability, Lewis is a three-time Grammy Award nominee, seven-time Brit Award nominee, and an MTV Video Music Award and World Music Award winner and has been nominated for the MTV Europe Music Awards and Billboard Music Awards. Lewis became the first British female solo artist to top the US Billboard 200 album chart in more than 20 years with her debut album “Spirit.” Alongside her impressive music career, Leona is an extremely passionate humanitarian and animal rights activist working with organisations such as The Prince’s Trust, RED, MTV Staying Alive, Teenage Cancer Trust, Sports Relief, World Wildlife Fund, The Humane Society, World Animal Protection, and the sanctuary she runs: Hopefield Animal Sanctuary. 2016 saw Leona nominated for a CMT Music Award and recognised with the Music Pioneer Award at the United Nations’ Women’s Entrepreneurship Day. She made her Broadway debut in Andrew Lloyd Webber’s “Cats,” playing the highly prestigious role of Grizabella and performing the world-famous song “Memory.” In 2018, Leona joined up with Calum Scott on “You Are The Reason.” The song is certified Gold in the US with over 377 million video views and 110 million streams. Leona’s first regular role in a TV series came in 2019 with Sony Crackle in the 50 Cent-executive-produced “The Oath,” filmed in Puerto Rico. In the same year, Leona reunited with superstar songwriter-producer Ryan Tedder, reaching number one on the US Latin pop and Latin digital song sales charts with “Solo Quiero (Somebody To Love),” featuring Juan Magán and Cali Y El Dandee. Leona was recently announced as patron of Hackney Empire and is currently back in the studio recording.

4:20 pm – 4:50 pm CEST

Facilitated Networking

Connect with other attendees by participating in facilitated networking sessions or learn more about the solutions that will help your organization deliver connected experiences by visiting the Marketplace Villages.

Drop-In Discussions

Ever wanted the chance to go backstage and be a part of the conversations that go on in the Green Room? Well now is your time! In these sessions, delegates will have the opportunity to engage with our Forrester analysts and delve deeper into the frameworks and thought-leadership just revealed in their sessions. 

Come with your questions or join as a listener, for this analyst-led, low-pressure group format that enables conversations, networking and engagement on popular CX topics. You won’t want to miss it!

 

CX, EX, Brand And Trust

Speakers:
Anjali Lai, Senior Analyst, Forrester
David Johnson, Principal Analyst, Forrester
Enza Iannopollo, Principal Analyst, Forrester
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

Measure CX And Prove ROI

During this session, you will learn from your peers how they are measuring and proving the value of CX. Attendees will choose the topic for this roundtable discussion from the three listed below:

How do you connect the dots to measure CX?

  • How do you align interaction, perception, and outcome metrics?
  • How do you identify the right data points?
  • What questions do you ask when trying to source the data?

How do you build the business case for CX in your organization?

  • Which levers should you use to make the case?
  • How do you earn executive buy-in?

How do you decide what to do first?

  • What are the right criteria / categories for prioritizing?
  • What is your prioritization process?

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester
Judy Weader, Senior Analyst, Forrester

Local Language Drop-In Discussions

Join a discussion led by a Forrester expert and moderated in a number of local languages. These sessions are analyst-led, low-pressure group format that enables conversations, networking and engagement on popular CX topics.

Diskussionsrunde in Landessprache: Deutsch

Nehmen Sie an dieser von Dr. Maxie Schmidt moderierten Diskussionsrunde teil, um ins Gespräch zu kommen, Kontakte mit Kollegen zu knüpfen und Best Practices auszutauschen. Dabei erhalten Sie die Gelegenheit, von Forrester-Experten über wichtige Themen in Sachen Kundenerlebnis in Deutschland informiert zu werden. Wir laden Sie ein, an diesem Gespräch teilzunehmen und möchten Sie auch dazu ermuntern, Ihre Fragen mit der Gruppe zu diskutieren.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

Discusión en el idioma local: Español

Únase a esta discusión moderada por Raluca Alexandru para conversar, establecer nuevos contactos con sus compañeros y compartir mejores prácticas. Esta es una oportunidad para escuchar a los expertos de Forrester sobre las últimas tendencias en experiencia del cliente en España. Le animamos a que asista y participe con cualquier pregunta que le gustaría discutir con el grupo.

Friday Oct 1

11:00 am – 11:30 am CEST

Forrester Keynote

The Unintended Consequences Of Service Design

Karine will share new research looking at how design needs to be more than a department, but a methodology that connects employees and customers to focus on what customers need and how they use things.

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

11:35 am – 11:45 am CEST

Keynote Session

Introducing Forrester’s Bold New Research Offerings

Gain insights into current and future markets. Make decisions with confidence. Accelerate progress on your most pressing priorities. Join us for a deep dive session on Forrester’s new research offerings that help you do all of these things and more.

Speakers:
Dane Anderson, SVP, International Research & Product, Forrester

11:50 am – 12:10 pm CEST

Breakout Sessions

Establish, Fund And Scale Your CX Function
Building The Case For Improving The Experience

Improving the experience for customers affects critical aspects of business performance in many ways, but the case you make for it needs to be succinct. It also needs to take into account that the reasons and basis for approving investment are not always as straightforward as they might seem. We will run through what we have identified as being the approach most likely to succeed.

Speakers:
Richard Sheahan, Principal Consultant, Forrester

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Embed Customer Insights Into Your Business
Data-driven Insights To Be Relevant, Engaging And Smarter For Our Customers

Join this session to hear from an industry expert on how their company is turning customer insights into customer outcomes. More details coming soon.

Speakers:
Gordon Jackson, Head of Insights & Decisioning, NatWest Group

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Design Experiences That Drive Loyalty
Reimagine Lending By Designing For Emotions

The borrowing experience has long been seen as transactional, a mere cross-sell or upsell moment for financial services firms. But it doesn’t have to be that way. For many borrowers, the experience is emotional: where they achieve some of life’s most important goals. There are moments that matter in the borrower’s journey that will determine whether a lender acquires and retains the customer. Join this session to find out what these moments are and how lenders can build moments that matter for borrowers.

Speakers:
Zhi Ying Barry, Senior Analyst, Forrester

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Measure CX Performance And Prove ROI
Advance How You Measure Customer Service

Yes, the pandemic upended the traditional labour models, channels, and prevalence of automation in customer service. But all those changes have left customer service leaders wondering how they need to alter their measurement programmes. Do brands need to create new metrics to understand the quality of a customer’s holistic service journey that jumps across channels and touchpoints? Do they need different data sources — or more data sources — to help managers coach remote teams? Join us to learn how peak-end theory, the multiple valences of sentiment, and AI-driven, automated quality programmes will reshape the way you think about, measure, and manage customer service success.

Speakers:
Ian Jacobs, VP, Research Director, Forrester

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Special Session
Consumer Data Bursts: Corporate Values & Consumer Trust

This session includes (2) short data burst sessions that share the latest findings from Forrester’s Consumer Data.

All Brands Are The Same: Corporate Values Set You Apart

Consumers’ values are stronger than ever coming out of the pandemic, and consumers are looking for meaningful connections with brands that share them. Find out in this short data burst which values are resonating and how you measure up against companies that are responding.

GDPR Three Years On: Build Customer Trust For ROI

After three years of high-profile fines, consumers are acutely aware of the dangers of trusting companies with their personal information. But you need that zero-value data. Learn about five very different privacy segments and how building trust can not only provide you with the best data, but drive purchases, too.

Speakers:
Cheryl Hart, Principal Data Quality Manager, Forrester

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Diversity & Inclusion
A New Society Has Arrived. Is Your Firm Ready To Embrace It?

The conversation about race and gender and the imperative for fairness and equality has reached a crescendo. Companies face a new urgency to address these social vectors head-on in the way they do business. To get it right, firms must move beyond knee-jerk action to systemic change. In this session, we will explore the challenges ahead and outline a framework to rethink stakeholder relationships — employees, partners, customers, and the community — in light of the new social reality.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

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French Track
L’état des lieux de l’expérience client en France

Une présentation pour décrypter les enjeux de la CX en France et accéder aux toutes dernières données Forrester sur le marché français.

Speakers:
Thomas Husson, VP, Principal Analyst, Forrester

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12:15 pm – 12:35 pm CEST

Case Study Sessions

Clarasys: Laying Down the Foundations of Customer-Centricity with Landsec

As the Experience Consultancy, Clarasys has over 10 years of experience helping firms improve their customer experience.

Join this session to listen to how Clarasys has supported Landsec as they intensify their focus on being a customer-centric organisation. Hear Landsec’s perspective on what drove them to take action, the process that they have been through, and how the ambition of keeping customers at the forefront of everyone’s minds is being embedded as a reality into the business.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Clare Flitton, Head of Customer Propositions and Innovation, Landsec
Colette O’Shea, Chief Operating Officer, Landsec
Sophie Atkins, Customer Experience Specialist, Clarasys

Five9: How AI Will Fill The Emotional Engagement CX Gap with ICON and Five9

Digital transformation has empowered CX professionals to reduce costs and improve contact centre efficiencies; however, it is important not to lose sight on how this change impacts the human side of the customer journey. Join Neal Bartram, COO of ICON, and Brian Atkinson, VP & GM of Five9, to discover the CX gap that almost every company is missing and how we need to redeploy AI for truly frictionless CX and a stronger emotional engagement with customers.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Neal Bartram, Chief Operating Officer, ICON Communication Centre
Brian Atkinson, GM/VP EMEA, Five9

InMoment: Customer Touchpoint Impact Mapping

Building a clear understanding of the customer journey is a challenge faced by many CX professionals. Many companies fall into a trap of relying on metrics instead of the rich emotional content that exists within their data. The Touchpoint Impact Map is a unique analytical approach which brings the emotional state of the customer at each journey touchpoint to life. Join InMoment as they share insight into how customer behaviour is influenced by memories.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Dan Jones, Senior Insight Specialist, InMoment
Simon Fraser, VP Customer Experience, InMoment

ServiceNow: Customer Service Transformation at Capita Software

Capita Software partnered with ServiceNow to introduce a standard self-service portal, where customers can harvest knowledge to deflect cases through self-service; allowing agents to focus on high value interactions. Learn what Capita Software has undergone in its journey to improve customer service.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Steve Harding, AVP, Customer Workflows Solutions Sales EMEA, ServiceNow
Michael Noonan, Transformation and Operations Officer, Capita Software
Simon Brunger, Director of Customer Support, Capita Software

12:35 pm – 1:05 pm CEST

Marketplace Break & Facilitated Networking

Connect with Forrester experts, fellow attendees and event sponsors during this networking time. Sessions will be available in a variety of formats.

More details coming soon!

Drop-In Discussions

Ever wanted the chance to go backstage and be a part of the conversations that go on in the Green Room? Well now is your time! In these sessions, delegates will have the opportunity to engage with our Forrester analysts and delve deeper into the frameworks and thought-leadership just revealed in their sessions. 

Come with your questions or join as a listener, for this analyst-led, low-pressure group format that enables conversations, networking and engagement on popular CX topics. You won’t want to miss it!

The Unintended Consequences Of Service Design

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

How To Measure CX And Prove ROI

During this session, you will be able to share your CX measurement questions with your peers and discuss how you and your peers approach them. Maxie will facilitate this session, add research insights and will be happy to answer your questions. Below are some of the topics that you could bring to this session.

  • The right metrics to measure CX
  • How to establish a measurement program
  • Using journey measurement effectively
  • Moving beyond surveys to measure CX
  • Tactics for making the business case for CX

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

How Financial Services Firms Move The Needle On CX

During this session, you will learn from your peers in financial services how they improved CX at their organization. We will also share insights on the key drivers of CX for banks and auto and home insurers from Forrester’s European Customer Experience Index. Below are the topics we’ll explore:

  • What initiatives have you undertaken to improve on key drivers of CX? (E.g. drivers related to customer service, making customers feel respected, and communication)
  • How have you overcome barriers to improving on those drivers?
  • What emotions do you try to evoke within your journeys? How have you designed for those emotions within your journeys?

Speakers:
Oliwia Berdak, VP, Research Director, Forrester
Clarissa Skinner, Researcher, Forrester

Local Language Drop-In Discussions

Join a discussion led by a Forrester expert and moderated in a number of local languages. These sessions are analyst-led, low-pressure group format that enables conversations, networking and engagement on popular CX topics.

Conversation en langue locale : Français

Rejoignez la conversation modérée par Thomas Husson pour échanger, networker et partager des best practices. Saisissez l’opportunité d’engager avec nos experts sur les dernières tendances de l’expérience client en France. Nous vous encourageons vivement à participer et poser vos questions au sein du groupe.

Speakers:
Thomas Husson, VP, Principal Analyst, Forrester

Conversazione in lingua locale: Italiano

Forrester la invita a partecipare a questa conversazione moderata da Enza Iannopollo. Sarà un’ ottima opportunità per incontrare ed interagire con gli altri partecipanti, e condividere esperienze e best practices. Questa sarà anche un’occasione per discutere delle più recenti ricerche sul tema dell’esperienza dei consumatori Italani con gli esperti di Forrester. La incoraggiamo a partecipare e sarà nostro piacere rispondere alle eventuali domande e curiosità che vorrà condividere con il gruppo.

Speakers:
Enza Iannopollo, Principal Analyst, Forrester

1:05 pm – 1:25 pm CEST

Breakout Sessions

Establish, Fund And Scale Your CX Function
Who’s Ready To Work With Robots? What The Data Tell Us About Automation Readiness

Your workforce may feel threatened by working with robots and automation, even if your business will increasingly depend on these tools. The secret: Your automation success is as dependent on your culture as it is on your technology. We’ll draw on data that tells us what organizations are and are not doing to prepare their workers and the workplace for increased automation. We’ll show you what they think and guide you to fulfill their hopes, not their fears.

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

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Embed Customer Insights Into Your Business
Welcome To The Post-Cookie World. Will Your Data Strategy Hold Up?

Everyone’s talking about the demise of the third-party cookie. But that’s only part of the story of what’s limiting access to consumer data. In this session, you’ll learn about the four forces of data deprecation — from regulatory scrutiny to big tech data retrenchment — and why robust first-party data is the CMO’s best tool for an insights-rich marketing strategy that builds consumer trust.

Speakers:
Tina Moffett, Principal Analyst, Forrester

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Design Experiences That Drive Loyalty
Design Financial Experiences​ For Behaviour Change​ And Increase Loyalty

Academic studies on the self-determination theory have identified three basic psychological needs that are necessary for meaningful engagement and well-being: competence, autonomy, and relatedness. Financial services firms should use those fundamental human needs as design principles to create financial experiences that sustain customer motivation and increase loyalty in an ethical way.

Speakers:
Aurelie L'Hostis, Senior Analyst, Forrester

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Measure CX Performance And Prove ROI
Measure And Benchmark Journeys To Increase Emotional Engagement

To know what successful customer journeys look like and to benchmark them, we need to change how we think about emotion and journeys. First, we need to go beyond equating emotion with delight and instead understand whether experiences maintain an optimal ratio of positive to negative emotions to shape memory. Second, we need to consider three key factors in understanding journey success: baseline, curve, and punch.

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

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Special Session
CX Helps European Marketplaces To Thrive

European Marketplaces thrived during the pandemic increasing their share of B2C ecommerce and their sales share from third party sellers on their platforms. This presentation will explore Forrester’s European Marketplace Tracker and the resilience of marketplace growth and give data examples of how CX and marketplace sellers services help drive digital influence. Although marketplaces are becoming a benchmark for CX, omni-channel and personalization they will need to adapt to changing consumer expectations for more values-based local eCommerce.

Speakers:
Michael O'Grady, Forecast Analyst, Forrester

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Diversity & Inclusion
How To Create A Strategy For Diversity, Equity, And Inclusion (DEI)

DEI is a key issue for both consumers and employees. Unfortunately, too many companies take an ad hoc approach that hurts the brand with both groups. During this session, we’ll use a DEI-specific version of Forrester’s Values-Based Experience Framework to explore the nine possible strategies that companies can have for DEI and decide which one is best for your business.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

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French Track
Table-ronde et retour d’expérience de leaders CX

Echanges entre dirigeants qui partageront leur retour d’expérience sur la transformation des organisations autour de l’expérience client.

Speakers:
Perle Bagot, Associate Director, HUB Institute
Philippe Armand, Global Consumer Experience Marketing Director, Michelin
Élise Ducret, Chief Marketing & Digital Officer, France, L'Oreal

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1:30 pm – 1:50 pm CEST

Case Study Sessions

Glassbox: Turning CX Data Into Business Value: Real-Life Stories

CX aspirations are often hampered by organizational realities of siloed teams, processes, systems and data. But the companies that are able to deliver enterprise-wide customer experience intelligence are reaping the benefits in both customer retention and business value. Hear real-life stories from SoFi and Tracfone Wireless about how a single source of experience data and insights yielded measurable ROI.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Asim Zaheer, Chief Marketing Officer, Glassbox

Odigo: Consumer Attitudes to CX Pre & Post Pandemic

Odigo commissioned the Call Centre Managers Association (CCMA) to discover how consumer attitudes to customer experience have evolved of the course of the pandemic. This presentation provides an overview and insight into the attitudes, emotions and behaviours customers experienced over the course of the pandemic. Join this session to understand how behaviours have changed and how these changes can have a direct impact on the CX strategy for your business.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
David Noone, Strategic Innovation Lead, Odigo

Sprinklr: CXM Megatrends: Three Trends & Three Innovative Customers

Grad Conn, Sprinklr’s Chief Experience Officer and former CMO of Microsoft US presents three key CXM megatrends he sees unfolding in today’s marketplace. Grad explains the importance of these megatrends; illustrated by insightful brand examples and walks through how 3 Sprinklr customers are embracing transformation and a unified approach to marketing and customer experience.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Grad Conn, Chief Experience Officer, Sprinklr

1:55 pm – 2:15 pm CEST

Breakout Sessions

Establish, Fund And Scale Your CX Function
Six Priorities For Your CX Function Success

Once you’ve established, funded and scaled the cx function, what do you do next? In this session, Rick will give insight into the other five priorities that the CX function must fulfill, he’ll explain how they tie together and how they re-enforce the goals of driving loyalty, business results and greater investment in CX work.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

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Embed Customer Insights Into Your Business
How To Calculate Customer Lifetime Value

Customer lifetime value analysis measures the future profitability of customers, providing companies with the ability to gauge the success of CX initiatives and to direct customer investment. Unfortunately, many companies that attempt to calculate customer lifetime value struggle to determine the right data and equation for doing so. This session will explain four different models for calculating this challenging metric and will showcase best practices from companies that are successfully using customer lifetime value.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester

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Design Experiences That Drive Loyalty
Top Design Projects Of 2021: Beware The Design Deficit

Design can determine the success or failure of your CX strategy, but where should you focus your finite design efforts? In this session, you’ll hear new Forrester data about where design contributes most often and what happens when there isn’t enough to go around.

Speakers:
Andrew Hogan, Principal Analyst, Forrester

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Measure CX Performance And Prove ROI
Be A Rainmaker — Align Your CX Business Case To Revenue Growth

Compare priorities for CX teams and C-suites (even for CX teams reporting to C-suites), and you’ll see a disconnect. CX teams are focused on keeping customers happy, while executive teams are focused on winning new customers and getting existing customers to spend more. While researching what makes successful CX teams stand out from the pack, we uncovered a group of “rainmaker” leaders who built their business case with new products, ventures, markets, and customer segments. In this session, we’ll share exactly what rainmakers do differently and how you can apply their growth strategies to your CX success story.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester

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French Track
La culture client – clef de la transformation CX

Une interview d’un leader CX qui a mis en œuvre une démarche d’acculturation, de formation et de certification autour de l’expérience client.

Speakers:
Sophie Heller, Chief Operating Officer Retail Banking & Services, BNP Paribas
Mary Beth Kemp, Senior Consultant, Forrester

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2:20 pm – 2:50 pm CEST

Guest Keynote

Join this discussion with Vikram Krishna and Martin Gill as they discuss the key priorities that matter to CX leaders, how it relates to the work that Vikram is leading at Emirates NBD and what Vikram sees as the areas of focus to create a leading brand.

Speakers:
Vikram Krishna, Executive Vice President, Head of Group Marketing & Customer Experience, Emirates NBD
Martin Gill, VP, Research Director, Forrester

2:55 pm – 3:25 pm CEST

Keynote Session

Good Friction Applied: Customer Privacy, Emotions, And Trust

Customer data is a critical ingredient for CX success. But collecting, protecting, sharing, and storing the personal data of your customers in ways that respect the rules and protect trust and loyalty is a complicated task. As customers increasingly evaluate how companies handle their personal data when making purchase decisions, decide how much data they share with a brand, and determine whether they can trust a company with new products and services, this task requires a close partnership between CX professionals and their privacy peers. In this session, we’ll explore best practices to design, execute, and optimise consent management as part of the customer journey, investigate the role that friction plays on customers’ emotions, expectations, and on how they trust your brand, and discuss key indicators of success for your CX programme.

Speakers:
Enza Iannopollo, Principal Analyst, Forrester

Download Agenda

*Times are subject to change.