CXFS 2019

July 29 - 31, 2019

Westin Copley Place, Boston MA

Day One: July 10th, 2018 | The Seamless Omnichannel Experience: Being Everywhere For Your Customer

7:40 am - 8:40 am Continental Breakfast & Registration

8:55 am - 9:05 am Welcome Remarks and Opening Ice Breaker

Elizabeth Robillard - Event Director CXFS

Elizabeth Robillard

Event Director


Ernie Megazzini

VP Strategy & Solutions Architecture CX for Industries

9:20 am - 9:40 am Case Study: Expectation Setting: Living Up to Your Brand’s Promise

Deborah Cornwell - Executive Director, Senior Experience Owner USAA
Now more than ever, it’s important to align your brand story, mission and vision with the customer experience. This session will examine the role your brand plays in driving experiences and how to connect your company’s mission and vision to the experience as well. Join this session with Deborah Cornwell from USAA to hear more about:

•Coming to terms with your brand’s promise and making sure you are living up to the expectation
•Don’t overpromise and under deliver- focusing your efforts on the things your customer needs
•Building the customer experience that is right for the service or product you provide
•Not all companies are trying to provide delight with their product or service (e.g. life insurance); what should they be trying to provide?  


Deborah Cornwell

Executive Director, Senior Experience Owner

Given the staggering amount of data being collected from your customers, there should be something you can do to take that data and turn it into strategic prescriptive plans that will streamline the customer experience without the customer even knowing. Rather than just constantly reacting to complaints from your customers, this session will discuss how you can be moving from lagging indicators to leading indicators:

  • 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?


Tosin Odesanya

Head of Digital Self-Servicing


David Wall

Senior Web Analytics Lead, Center of Excellence
Voya Financial


Jill Hart

Digital Voice of the Customer Lead
TD Bank


Erich Dietz

SVP, Global Business Development

10:20 am - 10:30 am Panel REMIX Part Two: We Can Listen, Learn and Adapt, But Can We Predict?

After 40 minutes of hearing from the panelists, audience members will be asked to discuss a related follow up question in small groups for 10 minutes.

10:30 am - 11:05 am Morning Refreshment & Opening Networking Break in the Solutions Zone

11:05 am - 11:25 am Case Study: Striking the Right Balance Between High Tech and High Touch in your Multi-Channel Service Evolution

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

Natalie Higgins

Senior Consumer Finance and Customer Experience Vice President
Citizens Bank

11:25 am - 11:45 am Case Study: Going Beyond NPS: Understanding Consumer Pain to Strategically Prioritize Change

Tom Mowat - Senior Vice President & Head of Analytics KAE
NPS remains the most widely used and best understood of customer experience indicators. Its flexibility and simplicity allows for visibility of business performance at a highly granular level. However, simply knowing where issues in consumer experience are is not sufficient for change professionals to decide where to invest their time and budgets. Far greater visibility of both what exactly is wrong and the impact it has is needed to focus investment on things that matter most to your customers. Developments in machine-learning now allow detailed models of the experience offered by large and complex businesses to be created, with the effect of the pain mapped across different products, journeys and channels. What will become evermore important is understanding how painpoints relate to one another and how the resolution of one affects not only the business, but the impact on other painpoints consumers experience.

As we explore findings from proprietary research, we will show how to define, identify and measure painpoints, understanding their impact and how to choose which to resolve to meet your strategic objectives; be it just raising overall NPS, or targeting specific groups to improve retention and upsell.

Key topics & takeaways include:

  • How does pain manifest itself (using the US banking industry as an example). What hurts the most and what should the banks target first (and why these are not necessarily the same!)
  • How to map strategic objectives to specific, well-defined and achievable change programmes
  • Using genetic algorithms to design optimal change


Tom Mowat

Senior Vice President & Head of Analytics

11:45 am - 12:05 pm Case Study: Omnichannel Support: Meeting Your Customer In the Right Place and At the Right Time

Shannon Burch - Customer Solutions, Customer Contact Centre Scotiabank
A customer wants to be able to start a loan application online, call into the call center to ask questions about it and go into a branch and finish the application seamlessly and have each touchpoint know about the other and where they are in the loan process. They expect the experience across all of these touch-points to be consistent and seamless and don’t want to be forced to interact with their FI in a way that they weren’t anticipating (being forced to call into the call center for something they should’ve been able to do online or having to visit a branch for something that should’ve been able to take place on the phone). During this session, Shannon Burch will be walking us through how she set up Scotiabank’s Customer Experience Management system to help streamline many of these interactions. She will discuss: 

  • How do you better understand the ways your customer likes to receive help? 
  • What channels do you put more resources behind? Or do you treat them all equally? 
  • Are all of the channels manned by humans or some by robots? 


Shannon Burch

Customer Solutions, Customer Contact Centre

12:05 pm - 12:25 pm Case Study REMIX: Financial Consumer 2020: The New Reality

Michael Marx - VP Market Intelligence Visa
Customers of any product or service tend to be lumped into groups… millennial, baby boomer, Gen Z. They are sent targeted marketing messages per their group and treated differently based on where they are in their life.  But in finance, like in any industry, each customer within those groups is walking down a different path and has unique needs with your institution. They experience different stressors and prefer to meet your institution in a wide variety of ways. How can you keep track of all of this? Join this session to better understand the following points: 

  • Do you know what the average person needs from a financial institution today? 
  • Are you prepared to meet all of your different types of customers where they need you? 
  • What are some of the stressors that customers are feeling today? 
  • How can your institution be helping instead of making them feel more stressed?


Michael Marx

VP Market Intelligence

12:25 pm - 12:35 pm Case Study REMIX Part Two: Financial Consumer 2020: The New Reality

After 20 minutes of hearing from the Michael, audience members will be asked to discuss a related follow up question in small groups for 10 minutes.

12:35 pm - 12:55 pm Case Study: Promises, Promises: Picking the Right CX Vendor Based On What You Actually Need

Richard Charette - AVP, Digital Experience Design, WF Virtual Channels Wells Fargo
  • What is it that you truly need from a customer experience, survey or voice of the customer platform?
  • Is your organization actually set up to use any of these tech investments properly? Do you have the right people in place to use the tech that you buy?
  • How can you better set yourself up for success if not? 
  • How do you evaluate the different options available based on your needs?
  • Once you’ve chosen the software that you want, how can you fight for the dollars to purchase it? 


Richard Charette

AVP, Digital Experience Design, WF Virtual Channels
Wells Fargo

12:55 pm - 1:15 pm LIVE WITH: Attracting and Engaging Customers With Your Institution’s Unique Voice

Randi Schochet - Chief Marketing Officer Cross River
Creating genuine emotional connections with your clients and customers is not only key to driving loyalty, but it’s also essential in creating brand advocacy and passion. Transparency, authenticity and an element of fun sounds simple enough to achieve, yet countless brands still struggle in this arena. This session will articulate how customer experiences and effective brand storytelling can become your organizations key differentiator.

•    Coming to terms with the fact that the more fun you have the more people want to engage with you
•    How to bring that aspect of your brand to your customer at scale
•    Does this start with your employees? Your leadership? Can you train on this?
•    How can marketing and CX work together to make your brand connect emotionally with customers?

Randi Schochet

Chief Marketing Officer
Cross River

1:15 pm - 2:00 pm Luncheon For All Attendees

For those either just learning about CX or operating CX at a Grassroots level

Steve Langley

Senior Vice President Member Services, Chief Retail Officer
Schools Financial Credit Union

For those with c-suite backing and an established CX governance structure

Track B: CX Next Steps

2:00 pm - 2:50 pm WORKSHOP B: Design Thinking Next Steps: Using Design Thinking to Drive CX Strategy
Doug Roerden - Head of Experience Design Doug Roerden Design Josephine Holmboe - Creative Director, User Experience Fidelity

Take your Design Thinking skills to the next level and into the future. In this interactive workshop, you will work from scenario- and persona-based challenges to prepare for the ambiguous and uncertain world of increased machine learning, augmentation, automation, and other technologies...regardless of your business or industry. You will develop rapid ideation skills to unleash high-level innovation quickly. Through experiential learning in your impromptu team, you will build the skills needed to swiftly generate ideas that fuel your imagination and that of your team, for a whole that is even greater than the sum of its parts.


Doug Roerden

Head of Experience Design
Doug Roerden Design


Josephine Holmboe

Creative Director, User Experience

This invite only track will be for 20-25 heads of CX and CMOs. The topics covered are for those who are far along in CX maturity.

CXO/CMO Disruptors Series

2:00 pm - 2:50 pm Session One: The New Science of Attention
Jane Henshaw - Head of Digital Research Vanguard
Are we missing something as the relationship between individuals and financial institutions becomes digitized? Do we need to understand how it is affecting the way clients pay attention to their money? Facebook and Amazon routinely study the attention customers pay to their websites. Financial institutions should learn to do the same, benefiting from an emerging science on how we interact digitally with our money.

Jane Henshaw

Head of Digital Research

Track A: CX 101

2:50 pm - 3:40 pm WORKSHOP C: Creating a Customer Journey Map: Who, What, Where, When, Why?
Stacy Bolger - Senior Director, Strategic Consulting MaritzCX
Speaker to be named, MaritzCX

Stacy Bolger

Senior Director, Strategic Consulting

In an age where price, quality, speed, and convenience are all table stakes, customers can make smarter and faster choices than ever before. This has precipitated incredible changes in the way automotive, CPG, media, and telecoms are understanding, responding to, and winning customers. Digital disruption is in full swing, and financial services is not immune.
New technologies, bespoke upstarts, and rising expectations are making it more difficult to rely on great products to keep customers happy and loyal. It’s time to pioneer new ways to visualize, understand, and influence customer behavior—from the inside out.
Navigating this shift requires:
•         Going beyond Journeys to real-time methods of understanding and responding to behavior across your ecosystem
•         Investments in hyper-personalized experiences that drive demonstrable business value
•         Becoming a customer-oriented company by shifting your organizational structures to match consumer needs and deliver great results
Join Publicis.Sapient at this fireside chat to learn about what digital transformation means for the future of your business, and how it is irrevocably bound to CX.


Bryan Hamilton

Senior Vice President, Experience


David Poole

Head of Financial Services Center of Excellence


Rushikesh Kulkarni

Creative Director Experience Design


Alec Coughlin

Senior Director Business Development

CXO/CMO Disruptors Series

2:50 pm - 3:40 pm Session Two: If they call it AI, they’re lying - Financial Services, Customer Experience, and Artificial Intelligence
Evan Gerber - VP of Cognitive Design Fidelity Investments
Don’t believe the hype; there is no one thing called AI, and no one product that is going to magically transform how financial services reach their audiences, or help customers perform tasks. Instead, it’s a series of technologies and capabilities that can be a huge asset or devastating liability for product managers and CX designers and strategists in our field. When used correctly, it’s possible to predict what users want, help them make the best choices, and delight them through frictionless experiences which blur the lines across all channels and touch points. However, the brands fail to properly adapt to the fundamental changes being ushered in, they will find themselves quickly labeled as difficult, irrelevant, or creepy. The trick is in finding smart places to use these emerging AI technologies, and deploy them with an eye to the future.

Using case studies, live deployments, and lessons learned through enterprise and academic research, this talk will explore how Financial Services brands have begun to explore AI first experiences, ranging from scrappy Fintech startups to well established brands in the space. Readers will come away with an understanding of features they can implement now to create smarter, frictionless experiences, as well as the critical steps needed to be AI first in this rapidly changing digital world.

Evan Gerber

VP of Cognitive Design
Fidelity Investments

3:40 pm - 4:20 pm 'Take Me Out to the Ball Game' Afternoon Refreshment & Opening Networking Break in the Solutions Zone

Welcome to the great city of the famous Boston Red Sox! Join us as we open the solutions zone and make that grand slam connection with others in the industry.
Be sure to join these interactive roundtable sessions and take a deep dive into the specific areas you came to discuss. Opportunities to sit and learn from executives like these do not exist elsewhere. Take control of your own event experience. 

  • Take a deep dive into a niche topic in an informal setting moderated by one of our cutting edge vendor partners
  • Don’t miss out on the discussions you want to participate in—you’ll get to select a new topic after 30 minutes

1.Digital Experience Transformation: Building Customer Loyalty & Trust Through Better Experiences 
Nick Herbert, Enterprise Engagement Advisor, Decibel

2.Leveraging next-gen behavioral analytics to increase engagement and improve retention in the age of experience banking
Kristin Heaney, Senior Enterprise Sales Director, Content Square

3.Artificial Intelligence that Delivers an ROI
Dan Fox, Sr. Field Marking Manager, Interactions

4. Ensuring a Seamless Experience with a 360 Degree Customer View
Jim Burnick, Digital Commerce Managing Director, Pitney Bowes

5.Using Omni-Channel Data to Transform Customer Experience
Yogi Pillay, Director of Sales Engineering, Heap

6. 6.Omnichannel Support: Meeting Your Customer In the Right Place and At the Right Time
Shannon Burch, Director Business Support and Operational Projects, Scotiabank 


Jim Burnick

Digital Commerce Managing Director
Pitney Bowes


Dan Fox

Senior Field Marketing Manager


Yogi Pillay

Director of Sales Engineering


Kristin Heaney

Head of Financial Services and Banking


Nick Herbert

Enterprise Engagement Advisor


Shannon Burch

Customer Solutions, Customer Contact Centre

5:20 pm - 6:20 pm Casino Night Cocktail Reception in the Solutions Zone

Cha-Ching! Try your luck in our own casino night held in the solutions zone.

6:20 pm - 6:20 pm End Of Main Day One

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