CXFS 2019

July 29 - 31, 2019

Westin Copley Place, Boston MA

Day 1

July 29, 2019

Define & Exceed: Getting To Know Your Customer And Going Above And Beyond Their Expectations

7:35 am - 8:35 am Continental Breakfast & Registration

Continental Breakfast & Registration 

8:35 am - 8:45 am Welcome Remarks and Opening Ice Breaker

Charleen Ring, Program Director at CXFS

Charleen Ring

Program Director

8:45 am - 9:00 am Chairperson’s Opening Address

Michel Van Woudenberg

Vice President, CX Banking Product Development

9:00 am - 9:20 am Keynote: Developing Consumer Insights, Marketing, And Experience Strategies To Drive Innovation And Cultivate Customer Engagement

Melissa Kivett is Senior Vice President and Chief Customer Experience & Marketing Officer at Prudential Financial’s Individual Solutions Group (ISG). As a member of the ISG, Individual Life Insurance and Annuities Senior Leaders hip Teams, Melissa is responsible for developing consumer insights, marketing, communications and
experience strategies to drive innovation, cultivate customer engagement and business growth. In this opening keynote, Melissa will discuss Prudential's CX strategy and how the company:
  • Develops consumer insights, marketing and experience strategies
  • Drives innovation throughout the organization
  • Cultivates customer engagement

Melissa Kivett, Chief Customer Experience and Marketing Officer at Prudential

Melissa Kivett

Chief Customer Experience and Marketing Officer

9:20 am - 9:40 am Case Study: Turning Pain Into Joy Or "No way, You Can Do That?!"A CX Case Study On Human-Centered Design, Empathy And Exceeding Customer Expectations

The Challenge
The experience related to debit or credit cards that are lost or stolen can be an emotionally charged moment that truly matters for customers and companies. To improve the experience, we needed to understand what it was like to lose your card or have it stolen and the steps a customer takes to get back to normal.  We needed to answer the questions around how they navigated challenges that exist during a lost or stolen card event. Most importantly, how can we restore normalcy as quickly as possible?
The Solution
Through qualitative research, synthesis, journey mapping, concepting, and concept evaluation, the experience design team was able to uncover key insights that informed new concepts to not only ensure we take care of customers during a lost and stolen card event but exceed their expectations resulting in exhilarating customer feedback supporting the strategy to deliver delightful customer experience. 

Jarrod Joplin, Senior Vice President,  Experience Design at Bank of America

Jarrod Joplin

Senior Vice President, Experience Design
Bank of America

Amazon, Apple, Netflix – what do these three companies have in common? We’ll give you a hint, it has nothing to do with disruption! The answer: these three companies are focused on customer-centricity and experience, above all else. 

• Meeting changing customer and client expectations around financial services 
• Busting the myth around technology alone as a disrupter
• Understanding how failing to be customer-centric is the biggest threat to your business
Liz Butler, Director, Client Experience, Workplace Solutions at TD Ameritrade

Liz Butler

Director, Client Experience, Workplace Solutions
TD Ameritrade

Michelle Shelton, Chief Experience Officer at SCE Federal Credit Union

Michelle Shelton

Chief Experience Officer
SCE Federal Credit Union

Jennifer Clarke

Head of UX and Design

Ashley Ross, Client Care Executive at Bank of America

Ashley Ross

Client Care Executive
Bank of America

10:30 am - 11:10 am AM Break: “Energy Booster”

CXFS has officially kicked off! Don’t forget to grab a coffee  before heading back to the General Session room! 

11:10 am - 11:30 am Keynote: The Future of AI for NLU in Financial Services

As a customer experience professional in financial services, how do you know what customers are saying via your human chat, bot chat, survey, or voice? You need to understand the root cause of why they are not satisfied or not moving to the next action? The first step is to deeply analyze customer conversations. A new generation of AI technology makes this possible, extracting the ideas contained in text to summarize, organize, and display for analysis.
Ben Vigoda, Founder & CEO at Gamalon

Ben Vigoda

Founder & CEO

11:30 am - 12:00 pm Fireside Chat: Finding The Customer Voice During Times Of Disruptive Change

When disruptive operational change is unavoidable, financial institutions must collaborate with customers  to successfully adapt and implement processes and messaging that will continue to improve the quality and delivery of service. This session will share how organizations can harness  the customer voice and   the imperative of supporting transparency between customers and banks, so that organizations can navigate changes with their customers, not around them.
Deborah Cornwell, Executive Director, Senior Experience Owner at USAA

Deborah Cornwell

Executive Director, Senior Experience Owner

11:50 am - 12:10 pm Case Study: The Personalization Imperative: Winning The Empowered Customer

Creating personalized and relevant experiences is becoming more critical in developing brand connections and ultimately brand loyalty.  This session will provide an overview of the personalization landscape, what it is, why it matters, and how your brand can leverage these insights today to reach and connect to your customers in a meaningful way.

• How different generations react to personalization initiatives and how to tailor messaging for maximum consumer comfort
• Understanding what true personalization is and what it is not
• Maximizing the permissions your customers afford you to use their data for your personalization efforts

Michael  Marx, VP Market Intelligence at Visa

Michael Marx

VP Market Intelligence

12:10 pm - 12:30 pm Keynote: How Digital Strategy Can Accelerate Your Transformation

Craig McLaughlin, CEO at Extractable

Craig McLaughlin


12:30 pm - 1:30 pm Luncheon For All Attendees

Michelle Boockoff-Bajdek, CMO at IBM Watson AI

Michelle Boockoff-Bajdek

IBM Watson AI

Alarice Lonergan, Partner, Global Business Services (GBS) Digital Strategy & iX at IBM iX

Alarice Lonergan

Partner, Global Business Services (GBS) Digital Strategy & iX

Lance Senoyuit, Senior Principal, Experience Management Engineer, Banking Industry at SAP

Lance Senoyuit

Senior Principal, Experience Management Engineer, Banking Industry

Mainak Patel, Senior Principal, Industry Value Engineering - Financial Services/Insurance at SAP

Mainak Patel

Senior Principal, Industry Value Engineering - Financial Services/Insurance

Best Practices In b2b Client Experience (Commercial Banking)
Commercial banks face their own set of unique challenges. This track is for client experience practitioners who are interested in learning what their peers in the b2b financial space are doing to prove ROI and value for their CX initiatives.   

Track A

1:30 pm - 1:40 pm Chairperson’s Opening Remarks

Track A

1:40 pm - 2:00 pm Case Study: Launching A Client Microsite For Women Entrerpeneurs
Bank of the West has recently launched a microsite to help their women entrepreneur clients navigate their business’ landscapes.  Marlowe Beckley lead the site’s content strategy and will share how lessons learned from the program, including:

• Challenges and successes  around creating a central hub for resources 
• How providing mentorship opportunities impacted client experience

Marlowe Beckley, Senior Content Strategist at Bank Of The West

Marlowe Beckley

Senior Content Strategist
Bank Of The West

What does next level training look like when it comes to readying our client facing teams to deliver the best customer experience?
A new customer experience demands a new employee experience. Your client facing teams need to be able to convert your strategy from the theoretical to an actual deliverable for customers—but traditional training models aren’t sufficient. We need personalized, comprehensive and agile enablement solutions that empower organizations to distribute, certify and measure the capabilities of their employees to deliver on their strategy in real time. This interactive session will:
·         Examine the benefits of modern enablement solutions that can drive your experience strategy consistently a scale
·         Provide insights into the common pitfalls of legacy training and practical solutions to overcome them 
·         Explore actionable takeaways to drive a great employee engagement and, as a result, client experience
Julie Zhang, Director, North America Sales Enablement at Russell Investments

Julie Zhang

Director, North America Sales Enablement
Russell Investments

Oscar Collingwood-Smith, Lead Market Manager for Financial Services at MindTickle

Oscar Collingwood-Smith

Lead Market Manager for Financial Services

Track A

2:20 pm - 2:30 pm Innovation Spotlight

Track A

2:30 pm - 3:00 pm Panel: Building B2B CX When Your Don’t Own the Journey
• How do you handle complexity and speed in a heavily partner ecosystem driven environment?
• What methods can you use to identify and define your customer and Persona?
• What can you do to enable teams and third parties?
• When and how can you start measuring and optimizing?

Christopher Robin Roberts, Senior Experience Design Lead at Capital One

Christopher Robin Roberts

Senior Experience Design Lead
Capital One

The Ins & Outs Of Your Experience Design Program  

Track B

1:30 pm - 1:40 pm Chairperson’s Opening Remarks

Track B

1:40 pm - 2:00 pm Case Study: Wall of truth: A Non-Designer's Practical Approach To Service Design
• Ever owned a business unit where your customer experience is impacted by upstream processes you don't control?
• Ever wondered why, despite everyone in the organization being focused on CX, the holistic CX metrics are barely moving?
• Ever wished you could break down organizational silos to truly understand what your customer is going through as they interact with your organization?

See how you can leverage some practical tactics of service design to build empathy, influence cross organizationally, break the silos and truly drive your Customer Experience forward.

Christopher Robin Roberts, Senior Experience Design Lead at Capital One

Christopher Robin Roberts

Senior Experience Design Lead
Capital One

Track B

2:00 pm - 2:20 pm Case Study: Designing For Ecosystems

Design in the digital world is increasingly about service experiences that customers engage with across a range of devices and touchpoints – physical & digital. In financial services, there is also an increasing interoperability across brands – supported by the disruptive innovation and connectivity across organizations driven by APIs. This session will share Mastercard’s learnings from connecting consumers, merchants, digital players and financial institutions in unique ways at global scale.
Attendees will learn about:
  • Designing digital service experiences with APIs
  • Understand design considerations for common ecosystems
  • How to drive a great consumer experience when you don’t control all of the touchpoints
Karen Pascoe, Senior Vice President, Experience Design at MasterCard

Karen Pascoe

Senior Vice President, Experience Design

Track B

2:20 pm - 2:30 pm Innovation Spotlight
Patrick Kehoe, EVP Product Management at Messagepoint

Patrick Kehoe

EVP Product Management

Track B

2:30 pm - 2:50 pm Case Study: Beyond the Initiative: Steps TDECU Took To Create Momentum and Buy-In For Significant Process Changes
TDECU’s culture is defined as REAL (Reliable, Efficient, Accommodating and Loyal).  We have great people and an environment of trust in decisions at a branch level.  Going forward, we need to maintain this culture but ensure the foundation can support significant growth.  Instituting processes that would fortify the bedrock, without seeming too mandated or corporate was going to take a lot more than some training and workshops.  Several team efforts strategically designed to identify opportunities without finger pointing as well as generate buy in for change were executed.  I’m happy to report that we have hit the ground running in 2019 like never before and look forward to the changes underway.  As with any organization, it won’t be easy but more are on board than ever before.
Laura Stridiron, Director, Marketing Planning at TDECU

Laura Stridiron

Director, Marketing Planning

Managing The Customer Journey 
Do you have the right tools in place to effectively manage the customer journey? This track is a focused exercise around customer journey mapping.

Toolkit Track

1:30 pm - 1:40 pm Chairperson's Opening Remarks

Toolkit Track

1:40 pm - 2:00 pm Case Study: Customer Journey Mapping: Start Simple to Finish Strong
Determining how to start mapping your customer journey can be overwhelming. However taking a simple, yet dedicated approach can yield significant insights and direction on how to improve your customer experiences to drive business goals. In this case study, participants will learn: 

• A simplistic approach to start documenting your customer journey
• How to identify gaps and opportunities, drive alignment and prioritize action
• Potential outcomes of your efforts and actions to develop deeper insights 

Jamie Almond, Sr. Director, Lifecycle Marketing at Freedom Financial Network

Jamie Almond

Sr. Director, Lifecycle Marketing
Freedom Financial Network

Toolkit Track

2:00 pm - 2:20 pm Dollars and Sense: Behavioral Science and the Future of Financial CX
Dollars and Sense: Behavioral Science and the Future of Financial CX
Presenter: Jeff Kreisler, Maritz
Attend this session and learn practical and entertaining insights of behavioral science designed to help financial institutions better understand and respond to their customers real needs. Jeff Kreisler is Editor-in-Chief of, award-winning co-author of Dollars and Sense and author of the e-book Behavioral Economics: The Bank’s Secret Weapon. Jeffshares some humor while explaining what behavioral science really is, why it’s becoming so critical to understanding VoC, and why it’s important to integrate this knowledge into your CX program.  You won’t want to miss this session.
Jeff Kreisler, Editor-in-Chief of at Martiz

Jeff Kreisler

Editor-in-Chief of

Toolkit Track

2:20 pm - 2:30 pm Innovation Spotlight

Toolkit Track

2:00 pm - 2:30 pm Workshop: Customer Journey Mapping
Journey mapping is the most talked method in today’s world of CX. What’s the process? Where do I begin? What goes into a customer journey map? How do I mobilize customer journey mapping within my organization? These are common questions that CX leaders are asking today. Join us in this interactive (hands-on) session as you will learn from a design leader on common methods, digital platforms available, and best practices for mapping the customer journey.
Albert Whitley, Director, Experience Design and Voice of the Customer at The Hartford

Albert Whitley

Director, Experience Design and Voice of the Customer
The Hartford

3:00 pm - 3:40 pm PM Break: “Rock N’ Roll” Afternoon Break in the Solutions Zone

#1 The Four Pillars of Banking 2025
Seth Goldberg, Regional Sales Director, Backbase  
#2 Why AI is Changing How Companies Manage Customer Experience”.
Jeff Foley, Vice President of Marketing, Luminoso
Ying Chen, Chief Product Officer, Luminoso
# 3 Digital First, Not Digital Only – Getting to the Core of Customer Experience
 Elizabeth Dailing, Sr. Director of Product Marketing, Quadient
#4 Topic TBD, Episever/Verndale

#5 Onboarding Long-Term Clients Using A Customer-Centric Model
#6 Using AI To Make Intelligent Business Decisions Around Your CX Programs
#7  Bridging The Gap Between Product-Centric And Customer-Centric Organizations
#8 Orchestrating Individualized Customer Journeys Across Every Channel
#9 Loyalty Beyond Just Points And Rewards
#10 Optimizing CX Through The Voice Of Your Customer
#11 Streamlining Your Journey Maps: Arming Marketers With The Best Possible View Of The Customer Journey

Seth Goldberg, Regional Sales Director at Backbase

Seth Goldberg

Regional Sales Director

Jeff Foley, Vice President of Marketing at Luminoso

Jeff Foley

Vice President of Marketing

Yin Chen, Chief Product Officer at Luminoso

Yin Chen

Chief Product Officer

Elizabeth Dailing, Sr. Director of Product Marketing at Quadient

Elizabeth Dailing

Sr. Director of Product Marketing

4:40 pm - 5:20 pm Guest Speaker: Roll With Change! Keep Your Team Focusing Forward

Jake French is rolling example of how to go into a situation that might not be the best, and become the one who pulls the best out of each situation. This must-see speech will help you learn how to inspire your team to stop fighting the changes that are coming and start leveraging the assets they have, so that your physical banking branch will continue to prove its value! 

• Develop a “can do” culture that encourages fresh thinking and innovation
• Maximize points of connection your people bring that you can’t get with a machine
• It’s not just about the transaction, it’s how you make them feel
Jake French, President at Jake French Inspires

Jake French

Jake French Inspires

5:20 pm - 6:20 pm July Vibes Cocktail Reception

It’s summertime in Boston, and we’re bringing those July vibes, New England-Style to our Solutions  Zone. Join us for summer cocktails,  wine, local beer, and lite bites. It’s the best way to unwind after  a content-packed day. 

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

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