Next Gen CX for Financial Services

July 17 - 19, 2017

Renaissance Boston Waterfront Hotel, Boston, MA


Day One: Achieving a Holistic View of Your Customer

July 17th 2017

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8:00 AM Continental Breakfast & Registration

8:45 AM Welcome Remarks & Top Challenges Ice Breaker

Elizabeth Robillard, Event Director, CXFS

Elizabeth Robillard
Event Director
As an Event Director at Worldwide Business Research, Elizabeth oversees the organization of four business conferences per year. Conference organization includes conducting extensive phone research with 60+ industry experts per event, using call notes to compile a three day conference program that encapsulates top research takeaways, confirming a ro ...[Read More]

9:00 AM Chairperson’s Opening Address

9:10 AM KEYNOTE: Mining Voice of the Customer Data to Pin Point Friction in Their Experience

Gina Bhawalkar, Director of Customer Experience Research, VP, Bank of the West

Given the amount of customer touch points in financial services (ATM, phone, in branch, online, mobile), there is a staggering amount of data being collected from your customer at each one. But, none of this data is structured, in fact much of it is unorganized and confusing to your employees. Your challenge then becomes taking this customer data, understanding how it all fits together, and mapping out each customer’s history of interactions and preferences, thereby understanding the end-to-end customer journey and being able to meet them where they prefer to access your services.  Join this session to hear more about how financial institutions can be:

•  Aggregating all of the data you have collected from surveys, VOC, analytics, call center logs, etc.
•  Pulling together a cross-functional team to map the customer journey using this data
•  Identifying touch points that are pain points for the customer
•  Putting together an action plan or road map to address top issues
Gina Bhawalkar
Director of Customer Experience Research, VP
Bank of the West

9:35 AM KEYNOTE: Don’t Lag Behind! Designing for Good Experiences Instead of Reacting to Bad Ones

Joseph Whitchurch, Head of Customer Experience and Innovation, Capital One

Once you’ve pinpointed the friction in your customer’s experience, your goal becomes creating a strategy to keep that friction from stalling other experiences in the future. This session will look at how big data can help you predict your future customer’s experiences and move your CX strategy from reactive to predictive:

•    Looking at trends in your data to pinpoint where customers tend to need you most
•    Create strategies around how to reduce customer effort in those areas
•    Design new experiences with this data in mind to further alleviate pain points
•    Don’t fall into the old trap of customer experience and try to anticipate what is coming from the customer
•    What tools or programs can you be using to help pull data, analyze it and put strategies into action?
Joseph Whitchurch
Head of Customer Experience and Innovation
Capital One

10:00 AM Panel REMIX: But That’s MY Job! Navigating Corporate Politics to Streamline the Customer Experience

Deborah Cornwell, Executive Director, Senior Experience Owner, USAA

Utibe Bassey, Director of Customer Experience, MetLife

Bill Schimikowski, Vice President, Customer Experience, Fidelity Investments

Pamela Wong, Assistant Vice President of Corporate Strategy, Manulife

Stacey Collins, Director, Experience Design and Implementation, BECU

When you begin the process of instituting a customer first mindset into a company and cx starts to become a major factor in the day to day operations of your business, more often than not certain data owners or process owners get territorial of the information they have. What can you do to make sure people understand the importance of cross departmental transparency?

•    Discuss ideas for integrating customer data from multiple sources
•    How to get critical customer feedback to the appropriate teams within the organization
•    How to get the rest of your company to act on customer feedback and make measurable changes to the customer experience

Deborah Cornwell
Executive Director, Senior Experience Owner
Deborah is currently a Senior Experience Owner for Property Insurance at USAA, and recently led the Employee Experience team. She leads a diverse team, across a multitude of disciplines and methodologies, to develop beautiful end to end Experiences. Deborah and her team utilize member and employee feedback as well as user-centered design methodolog ...[Read More]

Utibe Bassey
Director of Customer Experience

Bill Schimikowski
Vice President, Customer Experience
Fidelity Investments
Bill Schimikowski is the Director of Customer Experience and Architecture at Fidelity Investments. He graduated from Bryant University with dual degrees in Marketing and a Finance. In 1998, he joined Fidelity’s Workplace Investing division and held multiple positions in Product Management and Development. He also spent 5+ years in the online space ...[Read More]

Pamela Wong
Assistant Vice President of Corporate Strategy

Stacey Collins
Director, Experience Design and Implementation
Stacey Collins leads BECU’s Experience Design and Implementation team comprised of member experience project management professionals and experience training coaches providing focus, prioritization, execution and accountability for addressing the largest/most impactful experience gaps in an effort to further elevate the value of membership at BECU, ...[Read More]

10:50 AM Morning Refreshment & Networking Break

11:20 AM LIVE WITH’ But How Did You Know That?! Creating Personalized Experiences Without the Creep Factor

Tim Hong, CMO, MoneyLion

Today’s customers are intrigued by personalized offers and experiences, but only if they are presented in the correct way. They are wary of their personal data being used as marketing tools and are especially skittish of their bank or insurance company offering up any of their information, even if it would be very beneficial for them in the long run. Compliance issues also make it hard to personalize experiences, as every customer is supposed to be treated the same. How do you begin to combat what seems like an impossible task? Join this session to hear more about:

•    Where do you get started on personalization?
•    How can you use CRM tools to further this goal? Are there other tools that would work better?
•    What is the balance between personalizing and crossing privacy lines into creepiness?
•    When would customers prefer to come to you, rather than having you come to them with special offers and further communications?

Tim Hong
Tim Hong is the Chief Marketing Officer at MoneyLion. Before joining MoneyLion, Tim was a member of the founding team at Tsumobi Inc, a peer-to-peer messaging software company. Prior to that Tim was SVP, Product Development & Analytics at EmSense, a global market research firm applying neuroscience and machine learning techniques for Fortune 500 cl ...[Read More]

11:40 AM CASE STUDY REMIX: Designing for Good Experiences Not Reacting to Bad Ones: A UX Approach

Lauren Palmer, Senior Director, User Research, PayPal

Consumer- centered design is nothing new, but many companies are just learning how to apply it in their organization to improve customer experience. Once you apply this methodology you can significantly reduce the failure of product or services that go to market and you will exceed customer expectations through incremental innovation. Just this session to learn how to:

• Understand the framework, methodology and approach to consumer centered design
• Learn the tools that you need to start using user-centered design
• Discuss potential challenges and how to overcome them

Lauren Palmer
Senior Director, User Research

12:10 PM CASE STUDY: Evolving Customer Experience at Scale: Communicating Innovation Strategies in Complex Financial Organizations

Jon Podolsky, Vice President Experience Strategy and Service Design, Mad*Pow

Mike Kirkpatrick, SVP, Client Experience & Strategy, Mad*Pow

For large financial organizations that provide multiple products and experiences, creating a single unified member experience is difficult. The customer knows the brand as one single entity, but many different departments are required to deliver that experience. This talk will discuss methods, techniques, and communication vehicles that serve to engage multiple product and individual experience owners towards a cohesive vision for customer experience. We’ll show how we utilized technology and design artifacts to generate consensus and direction for a large, matrixed financial organization
Jon Podolsky
Vice President Experience Strategy and Service Design
Jonathan Podolsky leads the successful experience strategy department for the nationally recognized consultancy, Mad*Pow. Jonathan has in-depth understanding of human centric methodologies to improve complex customer, patient and user experiences. As a thought leader in service design, Jonathan advocates for both end-customers and the systems, oper ...[Read More]

Mike Kirkpatrick
SVP, Client Experience & Strategy
Michael is part of the leadership team at the Mad*Pow, a Boston-based design agency and is responsible for building and steering key relationships. Mike lends his experience to ensure strong, transformational solutions for clients. In his 2 years at Mad*Pow, he has contributed strategic direction and leadership to a variety of experience design ini ...[Read More]

12:35 PM Case Study: Integrating Disparate Data Sources to Achieve One Holistic View of Your Customer

Eric VonDohlen, Chief Analytics Officer, Elevate

If you are a financial institution, it is likely that you have systems with customer data and accounts that were created more than 20 years ago. And those legacy systems don’t necessarily talk to your new systems or if they do, it’s far from seamless. Do you need to buy another piece of technology to integrate these systems, or is it possible to work around it? Join this session to hear more about: • How do you begin to understand where customer data is located? • Looking at the tools that would be able to pull this data into one place for you • Training front-line employees to find the customer records that give an end-to-end picture of where your customer interacts with your brand
Eric VonDohlen
Chief Analytics Officer

1:00 PM Lunch For All Attendees

Track A: CX 101

2:00 PM Workshop A: Journey Mapping Basics: Who, What, Where, When, Why?

Ben Hoffman, AVP User and Customer Experience, Hanover Insurance

• Learn the importance of mapping your customer’s end-to-end journey and begin to understand the basics of what goes into a workable journey map • Understand the tools needed to make a journey map along with who should be involved with the process • Identify the practical applications of journey mapping, such as uncovering customer pain points and gaining c-suite buy-in • Acknowledge the need to continually journey map to keep up to date with how your customer interacts with your brand
Ben Hoffman
AVP User and Customer Experience
Hanover Insurance
Ben Hoffman is currently the lead of the User Experience function at Hanover Insurance. His 29 years in user and customer experience have provided him the opportunity to work on a broad variety of initiatives and industries - from auto insurance quoting to health care to railroad yard management. He has extensive experience in starting and leading ...[Read More]

Track B: CX Next Steps

Workshop B: Lean, Agile, Flexible: How Your Legacy Brand Can Apply Startup Principles

Margot Dear, Senior Director, User Experience, Added Value Services, ADP, LLC.

It’s not always easy for large and established companies to move quickly, despite the
threats from newer and more agile startup brands. But, if legacy brands can’t learn
how to keep up with the times, they will be left behind. Join Margot Dear from ADP
as she walks the audience through the following points:

•    How are companies applying lean start up best practices to their product ideation?
•    Looking at the ways that legacy brands are by-passing one to two year product development cycles for shorter prototyping sprints
•    How institutions can be using innovation labs to bring customer insight into these agile product development cycles
•    Potential drawbacks and challenges that present themselves when larger unwieldy companies try to operate this way

Margot Dear
Senior Director, User Experience, Added Value Services

Track A: CX 101

2:50 PM WORKSHOP C: Making Your Move: How To Put Together A Grassroots CX Strategy Using Customer Data

Michelle Buretta, Customer Experience Manager, Genworth Financial

Once you’ve looked through it and understand where friction exists in the experience you provide, how can you use your limited resources to pull together a CX strategy or initiative? Join this workshop to learn more about: • Using your limited resources to effect change within your organization • Moving past the what-if’s that stand in your way • Understanding that change is a process not an event
Michelle Buretta
Customer Experience Manager
Genworth Financial
Michelle Buretta leads the Housing Finance Agencies (HFA) segment for Genworth Mortgage Insurance. Since 2012, Michelle has held various positions in Servicing, Operations, and most currently as the Market Research and Segmentation Manager on the Customer Experience Team. Prior to Genworth, Michelle worked at North Carolina State University as an A ...[Read More]

Track B: CX Next Steps

WORKSHOP D: Don’t Forget Your Journey Map! Using Your Map to Establish Long Term CX Initiatives

Whether you’ve mapped your customer’s journey once, twice or 20 times, the next step to journey mapping is making sure you are integrating what you’ve learned into your long term strategy. Join this workshop to learn how to-

• Use journey maps to articulate business strategy from the customer’s perspective
• Give you the tools you need to use these maps

If you are interested leading this workshop, please be in touch with James Miguel at

3:40 PM Afternoon Refreshment & Opening Networking Break in the Solutions Zone

Join us for the opening of the solutions zone at CXFS 2017 and have a refreshment while taking what you’ve learned so far on Day One.

General Session Roundtables

4:20 PM Moderator Led Champagne Roundtable Discussions:

Penny Steckly, , Program Director - Voice of the Customer, Canadian Division, Manulife

Karl Sharicz, Customer Experience Analyst, Eastern Bank

Lea Ammerman, Senior Branches Vice President, Michigan State University Federal Credit Union

Drew Brooks, VP, Digital Channel Strategy, First Tennessee Bank

Ted Chen, President, Maru/edr

Jimmy Chou, Principal, SingleStone Consulting

1.    Crossing the Chasm: Transforming Customer Research into Actionable Insights and ROI
Jimmy Chou, Principle, SingleStone Consulting

2.    Lithium Technology Roundtable
Speaker to be named, Lithium

3.    Using The Power Of Storytelling To Create Emotionally Engaging Experiences
Penny Steckly, Program Director - Voice of the Customer, Canadian Division, Manulife

4.    R&D: Measuring and Benchmarking Against Your Competition
5.    Developing Your Brand Story with CX
Karl Sharicz, Customer Experience Analyst, Eastern Bank

6.    Branch of the Future: Understanding the Evolving Role of Your Brick and Mortar Outposts
Lea Ammerman, MBA, Executive Vice President of Member Services , Michigan State University Federal Credit Union

7.    Centralized or Decentralized CX? What Works Best
Drew Brooks, VP of Digital Channel Strategy, First Tennessee Bank

8. Maru/er Roundtable
Ted Chen, President, Maru/edr

If you are interested leading one of the available roundtables, please be in touch
with Evan Speight at
Penny Steckly
, Program Director - Voice of the Customer, Canadian Division

Karl Sharicz
Customer Experience Analyst
Eastern Bank

Lea Ammerman
Senior Branches Vice President
Michigan State University Federal Credit Union
Lea Ammerman serves as the Executive Vice President of Member Services at Michigan State University Federal Credit Union (MSUFCU). Ammerman has worked in the financial industry since 1989, with experience as a teller, loan officer, branch manager, and as an executive. She began at MSUFCU in 2002 and currently oversees the member-facing areas of the ...[Read More]

Drew Brooks
VP, Digital Channel Strategy
First Tennessee Bank

Ted Chen
Ted Chen is President of Maru/edr North America. Ted is a 16-year customer experience research veteran and has focused his career on helping companies turn customer intelligence and analyses into actionable recommendations while also utilizing technology platforms to drive dissemination and usage of results. He has partnered with firms across virtu ...[Read More]

Jimmy Chou
SingleStone Consulting
Jimmy Chou is a Principal at SingleStone, a customer experience consulting firm specializing in solutions spanning strategy, culture, process and technology for Fortune 1000 financial services and insurance clients. Grounded in real-world implementation experience, he oversees the firm’s consulting and technology teams, helping clients create bette ...[Read More]

Invite Only Think Tank

VIP THINK TANK: The Potential for AI and Machine Learning in Financial Services CX

During those closed door session at CXFS, we will be discussing the ULTIMATE
buzzwords. AI technology and machine learning are helping financial services
companies drive efficiency, save money, find new sources of revenue and create
a competitive advantage. Everything from robo-advisors that make intelligent
decisions on what stock you should buy to powerful backend analytics processors
that can predict your customers next move will be covered in this session. Join your
fellow senior level executives to have a real time chat surrounding the implications
and opportunities that could come from this technology.

As a CXO or head of CX at your organization, it is your responsibility to prioritize
customer experience and promote a customer centric value proposition throughout
your organization. This is your opportunity to gain honest feedback, debate strategic
ideas and share high level insights in a closed door forum.This is an invitation only
session. If you wish to participate or would like to nominate yourself or a colleague,
please contact:

5:30 PM Welcome Reception in the Solutions Zone

6:30 PM Welcome Reception in the Solutions Zone

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