Next Gen CX for Financial Services

July 17 - 19, 2017

Renaissance Boston Waterfront Hotel, Boston, MA

1.888.482.6012

Day Two: Establishing A Governance Around CX

July 18th 2017

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8:00 AM Continental Breakfast & Registration In The Solutions Zone


8:40 AM Welcome Remarks & Ice Breaker


9:00 AM KEYNOTE The Gospel of CX: How First Tech Federal Credit Union Established a Top Notch CX Governance

Alex de la Cruz, VP of Member Experience, First Tech Federal Credit Union

Alignment around cx is the name of the game today. You can complete all of the adhoc cx projects you’d like, but without executive buy-in, an executive budget and a top down acceptance of customer centricity at your organization, you will never be able to move past basic cx strategies and achieve a holistic view of your customer’s journey. Join this session to hear more about how to convince your superiors that cx IS the future. We will be looking at:

• A few lessons learned from evangelizing the “outside-in” perspective
• Waging war on apathy, exposing your gaps and creating a movement
• When “good” simply isn’t enough and being your biggest critic
Alex de la Cruz
VP of Member Experience
First Tech Federal Credit Union

9:25 AM Panel REMIX Organize It: Fully Operationalizing CX Within Your Institution

Rich Dorfman, VP of Marketing, Eastern Bank

Natalie Wong, Vice President Customer Experience, Prudential

Sharon Scanlon, Senior Vice President, Head of RPS Customer Experience, Lincoln

Alan Bergstrom, CMO, Community Choice Credit Union

Natalie Higgins, Senior Consumer Finance and Customer Experience Vice President, Citizens Bank

While it may be easy to get some level of c-suite advocacy, convincing your whole company to get onboard for your CX mission might be a bit more involved. While CX should be something that is every department’s responsibility, if there is no central body that oversees communications between the different silo-ed departments that work on cx (like an enterprise wide CX team, or a CX council or advisory board), it will be hard to achieve a holistic view of the customer and streamline brand experience and your mission might not be as effective. Join this session to hear about how to be operationalizing this concept within your institution. Panelists will discuss:

• How to demonstrate the connection between cx and business outcomes
• Methods for encouraging true behavior change vs. just paying lip service to the idea of cx
• Deciding where CX should sit within your organization (centralized or de-centralized) and what level of control you should have over design, marketing and customer service
• Foster continued support by showing a clear connection between CX improvements and business results
Rich Dorfman
VP of Marketing
Eastern Bank

Natalie Wong
Vice President Customer Experience
Prudential

Sharon Scanlon
Senior Vice President, Head of RPS Customer Experience
Lincoln

Alan Bergstrom
CMO
Community Choice Credit Union

Natalie Higgins
Senior Consumer Finance and Customer Experience Vice President
Citizens Bank

10:15 AM REGULATOR GUEST SPEAKER From Discovery to Prototyping: Best Practices for Instituting Design Thinking

Dan Roan, Service Design Product Analyst, CFPB

Peter Khanahmadi, Sr. Fellow for Service Design, CFPB

The methodology of design thinking allows companies to put cx at the heart of their company by using what they know about their customers to design products that make the most sense for them. This method begins customer feedback, involves rounds of customer testing and ultimately is made to customer preference. Join this session with two regulators from the CFPB, who will not only be updating us on their consumer complaints platform, but will be telling us how they redesigned it using customer data. • How do you get started? Who are the right people to get involved with design thinking? • What are the steps to take in the process of design thinking? • How do you keep the momentum of design thinking going considering the cross-departmental coordination it involves?
Dan Roan
Service Design Product Analyst
CFPB

Peter Khanahmadi
Sr. Fellow for Service Design
CFPB

10:40 AM Morning Refreshment & Networking Break In The Solutions Zone


11:20 AM CXFS 2016 Benchmarking Study


11:30 AM Case Study Using A Sense of Urgency to Overcome A Staid Culture

Shawn Thomas, Senior Service Experience And Client Experience Vice President, City National Bank

There has never been a time when retail banks needed to differentiate themselves from incredibly stiff competition more than today. Over the past 5 years in particular, banking has become highly competitive – whereas traditionally people would choose a bank for life, banks have become experts in making it as easy as possible for consumers to switch (e.g. by paying any associated fees levied by the previous bank). There are also many small agile companies that just solve one piece of the banking puzzle that are coming in the industry to take interactions away from banks (think TransferWise). Every person that uses transferwise to transfer money instead of their bank, costs their bank that transfer fee. And customers are expecting their bank to be as effortless for them to interact with as their interactions with Amazon. How do you use these truths to put a bit of fire under the feet of your more stalwart colleagues? Join this session to hear:

•    How to inspire your company to move customer experience to the center of every decision using urgency
•    Understanding that change starts from the top and executives must be on board for this transition for it to stick
•    Discuss how cross functional teams better serve customers by working together
•    Re-evaluating your mission statement to make sure customers are at the center
Shawn Thomas
Senior Service Experience And Client Experience Vice President
City National Bank

11:55 AM Case Study REMIX: The Many Faces of An 'Intrapraneur'

Mike Rehorst, Director Client Experience Strategy & Design,, Northwestern Mutual

To build an effective and all-encompassing cx strategy, it must be adopted by all business lines and functions within your organization. But creating this kind of change across a large institution is both daunting and a long process. This change must come from the heads of departments, early adopters and leaders within your organization. Join this session to hear how:

•    Creating cultural buy-in requires an internal branding strategy and clear corporate communication tailored to the functions within your organization.
•    Creating opportunities for all employees to come together to talk about cx and why its important

Mike Rehorst
Director Client Experience Strategy & Design,
Northwestern Mutual
Mike has extensive experience launching and incubating strategic capabilities. After playing a key role in establishing Northwestern Mutual's cx strategy, his current challenge is to introduce design thinking to his organization. Prior to this role, he led the lean/agile transformation of Northwestern Mutual's software development practice. ...[Read More]

12:15 PM PANEL: Spare Me The Siloes: Breaking the Boundaries That Stunt Your Strategy

Joyce Clark Sarnacki, EVP, Chief Customer Experience Officer, Bangor Savings Bank

Valeska O'leary, Director Of User Experience , Web Strategy, Sallie Mae, Inc.

Susan Fabry, Director, Analytics and Insights, Sun Life Financial

Karen Behboudi, Director Client Experience, CI Investments

Kishore Siva, SVP & Customer Experience Strategy Lead, Wells Fargo

A siloed company is an unhappy company. Unfortunately that is where most companies within and outside the financial services industry find themselves. Your customer doesn’t think in siloes, so setting up each channel to work separately from one another can often lead to a disjointed experience. Join this session to hear more about how companies can:

•    Pinpoint the internal departments you need to collaborate within in order to have an end to end picture of your customer
•    Build relationships with these business partners and department heads in order to understand their priorities and help them understand yours
•    Instill the importance of customer experience across the organization with trainings and CX advocates
•    Create common objectives and organizational goals
Joyce Clark Sarnacki
EVP, Chief Customer Experience Officer
Bangor Savings Bank

Valeska O'leary
Director Of User Experience , Web Strategy
Sallie Mae, Inc.
Valeska O'Leary is a self-identified behaviorist bona fide and User Experience leader who wears many hats: strategist, designer, researcher, developer and mentor. After her humble beginnings as an entrepreneur, Valeska shifted her focus to product and design, ultimately innovating, designing, and managing products for countless companies large and ...[Read More]

Susan Fabry
Director, Analytics and Insights
Sun Life Financial

Karen Behboudi
Director Client Experience
CI Investments

Kishore Siva
SVP & Customer Experience Strategy Lead
Wells Fargo

1:05 PM Lunch For All Attendees In The Solutions Zone

To build an effective and all-encompassing cx strategy, it must be adopted by all business lines and functions within your organization. But creating this kind of change across a large institution is both daunting and a long process. This change must come from the heads of departments, early adopters and leaders within your organization. Join this session to hear how:

•    Creating cultural buy-in requires an internal branding strategy and clear corporate communication tailored to the functions within your organization.
•    Creating opportunities for all employees to come together to talk about cx and why its important

Track A: Your CX Toolkit

2:00 PM Chairperson’s Opening Address

If you are interested in chairing this track, please be in touch with Evan Speight at evan.speight@wbresearch.com

Track B: Engaging Employees for CX

Chairperson’s Opening Address

If you are interested in chairing this track, please be in touch with Evan Speight at evan.speight@wbresearch.com

Track A: Your CX Toolkit

2:10 PM Track Open Mic: What Do You Want to Learn?

Lead by the Chair, this is an open mic about challenges attendees want to address in the themed track. Be sure to meetup after with someone in the room who has an idea to solve it!

Track B: Engaging Employees for CX

Track Open Mic: What Do You Want to Learn?

Lead by the Chair, this is an open mic about challenges attendees want to address in the themed track. Be sure to meetup after with someone in the room who has an idea to solve it!

Track B: Engaging Employees for CX

2:15 PM CASE STUDY: We’re All in This Together! Teaching Your Back Office Employees About the Value of CX

Anne Witherspoon, Senior Vice President, Texas Capital Bank

• How to establish training programs on key CX principles that can be taken by any one at the organization • Identify business leaders in various departments to take these trainings first so they can act as ambassadors for customer experience efforts and lead the charge for the rest of the company to get involved • Provide actionable takeaways from these trainings so that those who have gone through it can make new strides for customer experience in their departments right away
Anne Witherspoon
Senior Vice President
Texas Capital Bank
Anne Witherspoon is a Senior Vice President and the Director of Client Onboarding and Service Delivery at Texas Capital Bank. She was given the opportunity to begin a formal Client Experience program in 2015 and has been successful in building the foundation and creating momentum to evolve and expand the program in just two short years. Anne has ...[Read More]

Track A: Your CX Toolkit

CASE STUDY: Eluding Analysis Paralysis: How to Pull the Trigger on a CX Initiative

Heather Mills, Digital Touchpoints Sr. Analyst, American Family Insurance

The amount of data that comes from your customer can be daunting. In fact, the process of mining through it all and plotting and mapping it can make you freeze in your tracks. Join this session to hear how to: • Overcome the overwhelming nature of data mapping and plotting to figure out what needs to be fixed • Put together a strategy based on those metrics • Follow through with this strategy and continually check in to see how it is going
Heather Mills
Digital Touchpoints Sr. Analyst
American Family Insurance
With over 15 years of digital marketing experience, Heather has worked for Fortune 500 companies to small non-profit organizations. With expertise in web analytics, she excels at using analytic data to create strategic objectives and follow up with testing and measuring the outcomes of those objectives. Heather believes in breaking down silos by br ...[Read More]

Track A: Your CX Toolkit

2:40 PM Innovation Spotlight

If you are interested in leading this session, please contact Evan Speight at evan.speight@wbresearch.com or 646-200-7828

Track B: Engaging Employees for CX

Innovation Spotlight

If you are interested in leading this session, please contact Evan Speight at evan.speight@wbresearch.com or 646-200-7828

Track B: Engaging Employees for CX

2:50 PM PANEL REMIX: Frontline Training: Getting Buy-in from the Face of Your Customer Experience Efforts

Deborah Cornwell, Executive Director, Senior Experience Owner, USAA

John Stillman, Social Media Operations Manager, BECU

Daniel Long, Cxo, Newtown Savings Bank

Amy Mendenhall, Customer Experience Strategy Vice President, UMB Bank

•    Enable your employees in frontline with tools to be focused on CX
•    Identify leaders in CX across the organization (call center, in-store, complaints department) and reward them for their efforts
•    Providing mentorship and coaching for employees to continually ensure their commitment to your CX efforts

Deborah Cornwell
Executive Director, Senior Experience Owner
USAA
Deborah is the Program Director for Employee Experience at USAA. She leads a diverse team, across a multitude of disciplines and methodologies, to develop beautiful end to end Employee Experiences. Deborah and her team utilize employee feedback and user-centered design methodologies to help shape project efforts and collaborate across USAA. She par ...[Read More]

John Stillman
Social Media Operations Manager
BECU
John Stillman is part of BECU’s Experience Design Team, comprised of Design professionals and Insights Analysts focused on listening to member feedback and advocating changes that enhance member experiences.  John (a.k.a. #JohnBECU) is responsible for monitoring and responding to all incoming comments and questions on BECU’s social community, and o ...[Read More]

Daniel Long
Cxo
Newtown Savings Bank

Amy Mendenhall
Customer Experience Strategy Vice President
UMB Bank

Track A: Your CX Toolkit

CASE STUDY: The Operations Colleague Survey: How Citizens Bank Created an Internal Checks and Balances System

Natalie Higgins, Senior Consumer Finance and Customer Experience Vice President, Citizens Bank


Natalie Higgins
Senior Consumer Finance and Customer Experience Vice President
Citizens Bank

Track B: Engaging Employees for CX

3:15 PM PANEL REMIX: Frontline Training: Getting Buy-in from the Face of Your Customer Experience Efforts [continued]

With tools available to measure customer satisfaction, effort, emotion and promoter
score, it’s easy to become caught up and end up chasing the wrong metrics. From a
KPI perspective, you might see that you are achieving high satisfaction scores based
on your metric of choice, but the customer experience is not, in fact, improving-

• What are you currently measuring?
• Do you find that these measurements are still as useful or does it just seem like
looking at these numbers are going through the motions?
• Are you using these numbers to do anything or create new strategy?
• Have you heard of new measurements or are you creating any of your own?

Track A: Your CX Toolkit

CASE STUDY: Metrics Update: What’s Beyond CSAT, CES, and NPS?

With tools available to measure customer satisfaction, effort, emotion and promoter
score, it’s easy to become caught up and end up chasing the wrong metrics. From a
KPI perspective, you might see that you are achieving high satisfaction scores based
on your metric of choice, but the customer experience is not, in fact, improving-

• What are you currently measuring?
• Do you find that these measurements are still as useful or does it just seem like
looking at these numbers are going through the motions?
• Are you using these numbers to do anything or create new strategy?
• Have you heard of new measurements or are you creating any of your own?

Track A: Your CX Toolkit

3:40 PM Track Wrap Up: What are You Taking Away?


Track B: Engaging Employees for CX

Track Wrap Up: What are You Taking Away?


3:45 PM Afternoon Refreshment & Networking Break In The Solutions Zone


4:30 PM Top Challenges Roundtable Discussions:

Using the top challenges submitted by your peers during our day one morning ice breaker, these free flow discussions will be your chance to take a deep dive into the specific
areas you came to discuss. You will have a chance to participate in two separate 30 minute discussions and tackle two challenges you face in your role head on.

5:35 PM Cocktail Reception

With tools available to measure customer satisfaction, effort, emotion and promoter
score, it’s easy to become caught up and end up chasing the wrong metrics. From a
KPI perspective, you might see that you are achieving high satisfaction scores based
on your metric of choice, but the customer experience is not, in fact, improving-

• What are you currently measuring?
• Do you find that these measurements are still as useful or does it just seem like
looking at these numbers are going through the motions?
• Are you using these numbers to do anything or create new strategy?
• Have you heard of new measurements or are you creating any of your own?

6:35 PM End of Day Two




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