July 29 - 31, 2019
Westin Copley Place, Boston MA
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
8:45 am - 9:00 am Chairperson’s Opening Address
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 KivettChief 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 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?
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 JoplinSenior Vice President, Experience Design
Bank of America
9:40 am - 10:30 am Panel: How Retail Is Raising The Bar On Customer Expectations, And Why You Need To Care!
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 ButlerDirector, Client Experience, Workplace Solutions
Michelle SheltonChief Experience Officer
SCE Federal Credit Union
Jennifer ClarkeHead of UX and Design
Ashley RossClient 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
Ben Vigoda Founder & CEO Gamalon
Ben Vigoda Founder & CEO Gamalon
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 VigodaFounder & 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 CornwellExecutive 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 MarxVP Market Intelligence
12:30 pm - 1:30 pm Luncheon For All Attendees
12:30 pm - 1:30 pm Private Lunch - Hosted by IBM
12:30 pm - 1:30 pm Private Lunch - Hosted by SAP
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 A1:30 pm - 1:40 pm Chairperson’s Opening Remarks
Track A1:40 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 BeckleySenior Content Strategist
Bank Of The West
Track A2:00 pm - 2:20 pm Keynote: Let’s Do It: Executing Your Client Experience Strategy
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 ZhangDirector, North America Sales Enablement
Oscar Collingwood-SmithLead Market Manager for Financial Services
Track A2:20 pm - 2:30 pm Innovation Spotlight
Track A2:30 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 RobertsSenior Experience Design Lead
The Ins & Outs Of Your Experience Design Program
Track B1:30 pm - 1:40 pm Chairperson’s Opening Remarks
Track B1:40 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 RobertsSenior Experience Design Lead
Track B2:00 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 PascoeSenior Vice President, Experience Design
Track B2:30 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 StridironDirector, 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 Track1:30 pm - 1:40 pm Chairperson's Opening Remarks
Toolkit Track1:40 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 AlmondSr. Director, Lifecycle Marketing
Freedom Financial Network
Toolkit Track2:00 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 PeopleScience.com, 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 KreislerEditor-in-Chief of PeopleScience.com
Toolkit Track2:20 pm - 2:30 pm Innovation Spotlight
Toolkit Track2:00 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 WhitleyDirector, Experience Design and Voice of the Customer
3:00 pm - 3:40 pm PM Break: “Rock N’ Roll” Afternoon Break in the Solutions Zone
3:40 pm - 4:40 pm Champagne Roundtable Discussions
#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 GoldbergRegional Sales Director
Jeff FoleyVice President of Marketing
Yin ChenChief Product Officer
Elizabeth DailingSr. 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 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.