CXFS 2019

July 29 - 31, 2019

Westin Copley Place, Boston MA

Day 2


July 30, 2019

Set Up for Success: Driving A CX Transformation Throughout Your Organization 

8:00 am - 8:45 am Continental Breakfast & Registration In The Solutions Zone

8:45 am - 8:50 am Welcome Remarks

Charleen Ring, Program Director at CXFS

Charleen Ring

Program Director
CXFS

Jeff Winter, Global Vice President, Marketing and Communications - Software & Data Solutions at Pitney Bowes

Jeff Winter

Global Vice President, Marketing and Communications - Software & Data Solutions
Pitney Bowes

Organizational transformation is cumbersome; few people have committed to it and driven it through. There’s a dramatic amount of change management, employee experience, and work culture to consider. In this keynote, Martin will discuss

• How BNY Mellon is driving an organizational transformation
• The mix between what you change at an organizational level to drive initiatives to make specific and actionable
• Lessons learned from
Martin Lange, Director, Client Experience Strategy at BNY Mellon

Martin Lange

Director, Client Experience Strategy
BNY Mellon

Dan Kramer, Executive Vice President, Head of Client Experience, Asset Servicing at BNY Mellon

Dan Kramer

Executive Vice President, Head of Client Experience, Asset Servicing
BNY Mellon

9:20 am - 9:40 am Keynote: Art & Science in Financial Services Experience Design – ‘Minding the Gap’ in Our Skills and Behaviors

Now that we are 20+ years into a highly measurable medium, what is holding us back from optimizing our design decisions?

Why do teams working on digital customer experiences bias to using anecdotes rather than evidence-based analytics to solve design problems? How does this compare to our colleagues making investment decisions or creating financial products and solutions? 

Looking at ourselves, teams, and partners as an ecosystem, this talk will outline the challenges of implementing scientific processes in story-based cultures, and outline how we must evolve in order to remain competitive.

Lawrence Lipkin, Head of User Experience Design for Treasury Services at J.P. Morgan

Lawrence Lipkin

Head of User Experience Design for Treasury Services
J.P. Morgan

9:40 am - 10:00 am Case Study REMIX: Deconstructing Client Loyalty to the Core Drivers

Enterprise metrics like Net Promotor Score (NPS) or Customer Effort Score (CES) are exceptional at showing progress over time and communicating across the organization, but how do you truly identify the actionable opportunities to impact those metrics. Charles Schwab has leveraged qualitative and quantitative analytics to break loyalty down to the business drivers that help them prioritize opportunities to continue to “win” on client experience. During this case study, the audience will learn how Schwab tackled the challenge to transform their analytics approach into business action.
Sean Albertson, Managing Director, Client Loyalty at Charles Schwab

Sean Albertson

Managing Director, Client Loyalty
Charles Schwab

10:10 am - 10:50 am AM Break: “AM Recharge”

 WBR wants to make sure you stay energized throughout the rest of the conference, so head over to our recharging lounge. Grab a cup of coffee and make a power pack of your very own trail mix blend!

10:50 am - 11:10 am Keynote: Designing for Change / How To Incorporate Factors Of Human Behavior, Psychology And Emotion To Design Digital Products That Resonate With Customers And Truly Achieve Lasting Behavior Change

Michael Kirkpatrick, Senior Vice President, Client Experience & Strategy, Head of Financial Services at Mad*Pow

Michael Kirkpatrick

Senior Vice President, Client Experience & Strategy, Head of Financial Services
Mad*Pow

Your ultimate goal is to gain new customers, and deepen relationships with your existing customers. Understanding how and why your customers behave is one of the most crucial means to this end, especially through a research perspective. Our panel brings together researchers and practitioners who are building experiences based on those disciplines. The panel will discuss: 

• Partnering with researchers to gain deeper insights into your customers behaviors  and patterns
• Real-world examples of when  research works and when it doesn’t  
• Building experiences around the mentality of your customer

Kate Rush, Senior Vice President & Director of Customer Experience at Bangor Savings Bank

Kate Rush

Senior Vice President & Director of Customer Experience
Bangor Savings Bank

Joe Colca, Senior Vice President, Digital Experience at VyStar Credit Union

Joe Colca

Senior Vice President, Digital Experience
VyStar Credit Union

11:40 am - 12:00 pm Case Study: Partnership Ecosystems: Expanding The Customer Value Proposition By Delivering Value Through Partner Relationships

In the financial services world, the reality is we’re never going to be the most exciting email, phone call, or ad that a customer  gets during the day. FIs have traditionally leveraged partnerships with organizations in other industries for branding and marketing purposes,, but the opportunity exists to do so much more than slap a logo on an arena. In many cases, our most important customers are going to be much more interested in a message that links back to their favourite team, event, or retailer. This session will provide case studies for how Scotiabank and its partners are working to take thesir relationships to the next level, tying them directly to the customer experience by:
 
• Understanding and driving towards business outcomes for all parties
• Building unique and relevant customer journeys
• Moving from singular partnerships to a collaboration ecosystem

Daniel Resnick, Director, Retail Banking Customer Experience and Omni Channel Development at Scotiabank

Daniel Resnick

Director, Retail Banking Customer Experience and Omni Channel Development
Scotiabank

Win More by Gaining The Experience Advantage
 
Erika Pearson, Executive Vice President, Customer Experience, Kantar North America, Insights Division
 
Customer Experience is what makes or breaks brands. It’s no longer enough to provide a good product or service: people want great experiences. In this discussion, Kantar will present key findings from the new Kantar CX+ study in U.S. Retail banking, and discuss how these insights can help you get the Experience Advantage in retail banking and broader financial services. You’ll gain key insight into:
 
  • What sets the CX+ leaders apart, and what you can learn from them
  • How to make your bank the preferred choice
  • Why banks need to master the business of emotion
  • How to find the right balance between technology and humanity
  • And much more…
Erika Pearson, Executive Vice President, Customer Experience at Kantar North America, Insights Division

Erika Pearson

Executive Vice President, Customer Experience
Kantar North America, Insights Division

12:20 pm - 12:40 pm Know your Impact – Why Experimentation Should Be The Foundation Of Your CX Program

Client experience continues to grow as a discipline, gaining the interest of c-suites, and benefiting from a trend of increasing investment. However, what will separate enduring investments in CX from temporary pet projects is their ability to attribute impact to actions. This discussion will explain why experimentation is the most effective way to measure impact, highlight best practices of a strong experimentation program, and provide tips on where / how to start. 

12:40 pm - 1:40 pm Lunch For All Attendees In The Solutions Zone

12:40 pm - 1:40 pm Private Lunch Workshop – Hosted by Pitney Bowes and ICC: The Qual & Quant Behind Customer Engagement

Strong customer engagement is powered by sophisticated customer intelligence – but are we limited by a one-dimensional view of our customers?  Are we prepared to address the full scope of our clients’ needs?
Both quantitative and qualitative elements are at play when designing a customer experience, and this luncheon offers the chance to explore these themes in an interactive, peer-to-peer format.
·         Know WHO - Customer data & SVOC
·         Know HOW – Meeting customers at their moment of need
·         Know WHERE – Understanding the customer journey
Armed with a comprehensive understanding of our customers, we are empowered to create lasting engagement and customer value.

We hope you join this invitation-only luncheon.
Greg Smith, Executive Director, UX Research & Design at ICC

Greg Smith

Executive Director, UX Research & Design
ICC

Driving The Experience Through Your Organization 

Track A

1:40 pm - 1:50 pm Chairperson’s Afternoon Address

Track A

1:50 pm - 2:10 pm Case Study: Leading A Customer Experience Business Transformation
Most of the customer experience changes are driven by consumer demand. Customers want personalized, frictionless experiences, and companies are sprinting to deliver them. However, most customer experience transformations frequently fail to live up to expectations. In this session, learn how LendingTree transformed the user experience of its mortgage business.

• Approach: How to structure the organization, and decide where and how to get started?
• Sequencing: Is it better to start in one functional area, and show what’s possible before rolling out changes, or to launch in all areas at the outset?
• Timing: Should you pick low-hanging fruit first, though it may have less impact, or move aggressively on big-ticket items?

Manan Singh, VP Product and Optimization at LendingTree

Manan Singh

VP Product and Optimization
LendingTree

Track A

2:10 pm - 2:30 pm Keynote: More Than Just A Buzz Word – Putting Empathy At The Forefront Of Your Organization’s Culture
Wouldn’t it be wonderful if you could just waltz into your office, wave a magic wand and transform  the entire culture of your business ? We all know it doesn’t work that way. In fact, culture is one of the most difficult things to change, especially if CX has not been embedded in your organization’s foundation from the start. So how do you create a CX-focused culture, that’s not just for your  CX team, but for your entire institution. It starts with your employees, and empathy is a major component. Our Day Two opening keynote will discuss strategies to help your employees be more customer-centric from the start.

• It starts with hiring – finding the right talent 
• Coaching for empathy and showing how organizations can motivate front-line employees to provide the best possible experiences through providing  through tools and trainings
• Embedding CX and empathy into your organization’s core values

Aditya Narula, Head of Customer Experience and Customer Success at Kabbage

Aditya Narula

Head of Customer Experience and Customer Success
Kabbage

UX & The Digital Experience

Track B

1:40 pm - 1:50 pm Chairperson’s Afternoon Address

Track B

1:50 pm - 2:10 pm Case Study: UX integration Across The Enterprise
Rolling out a new UX strategy across any large is a massive challenge. Tasked with this responsibility, Richard Charette, AVP of Digital Design Experience will share how this was done at Wells Fargo.  Richard will discuss:

• Top challenges faced with new UX integration
• Lesson learned 
• The final picture
Richard Charette, AVP, Digital Experience Design (DXD) - WF Virtual Channels at Wells Fargo

Richard Charette

AVP, Digital Experience Design (DXD) - WF Virtual Channels
Wells Fargo

Track B

2:10 pm - 2:30 pm Case Study: Latest updates to the 4-D methodology (Define-Design-Develop-Deliver) how we actually get things done
If we think of projects as buildings, Customer Experience must be part of the foundation, not the paint job. The 4-D methodology achieves this through heavy emphasis in the first two stages, Define and Design, and constant adjustment in the last two stages, Develop and Deliver. This chat is a walk-through on how to get a project done end-to-end in real-life circumstances while keeping the Customer Experience front-and-center. 

• The 4-D methodology is battle-tested for a real-world where deadlines, priorities and budgets change unexpectedly
• The 4-D methodology inverts the causation pyramid to put the Customer Experience at the base –we build things when, if and because our customers need them, not just due to direction given by our executives
• This methodology is best suited for client-facing projects in large corporations requiring a lot of cross-over collaboration across multiple departments

Meet-Ups
During our industry-specific meet-ups, attendees will have the opportunity to collaborate with their peers in small, closed-door setting, where they can freely discuss their biggest challenges, questions and concerns.  

Track C

1:40 pm - 2:30 pm Credit Union Meet-Up
Michelle Shelton, Chief Experience Officer at SCE Federal Credit Union

Michelle Shelton

Chief Experience Officer
SCE Federal Credit Union

2:30 pm - 3:00 pm Panel: Breaking Down Silos And Demonstrating Value For Your Customer Experience Programs

Karen Sweeney, VP, Member Experience, Bethpage Federal Credit Union

Getting buy-in from your senior management is one of the biggest challenges faced by CX practitioners. This panel will explore innovative ways to produce tangible results and a clear ROI for your CX efforts, while bridging the gap between silo-ed departments.

• Getting top-level support and executive engagement 
• Breaking down silos to create a holistic CX vision
• Transforming your business to get organizational buy-in across operations, marketing, sales, etc

Joe Colca, Senior Vice President, Digital Experience at VyStar Credit Union

Joe Colca

Senior Vice President, Digital Experience
VyStar Credit Union

3:00 pm - 3:20 pm Fireside Chat: “Culturizing” The Experience

Celeste Kier

Senior Vice President, Customer Experience Director
ESL Federal Credit Union

3:20 pm - 3:40 pm Open Session

2:30 pm - 3:00 pm Growth Design - Measuring the Value of User Experience

Data can tell us what’s happening, but it doesn’t tell us why.

User Experience professionals know their work has an impact on a company’s bottom line, but not everyone is able to connect the dots between UX and business growth. We need to able to demonstrate the value of our work to help elevate the role of UX as a critical contributor to the success of business.

At ADP’s Innovation Center in Pasadena, the UX team has been looking at how to marry qualitative and quantitative data to help improve the product and customer experience, but also to demonstrate how design has added value to the business goals. In this talk I’ll share how Growth Design has been a journey of learning and experimenting in setting up a UX metrics program and what we have discovered along this process.

Margot Dear, Sr. Director of UX, Compliance Solutions at ADP

Margot Dear

Sr. Director of UX, Compliance Solutions
ADP

3:00 pm - 3:20 pm Let Your Clients Design Your Technology

Everyday consumers are interacting with massive amounts of technology. Consequently, their expectations of technology are set by their latest encounter regardless as to whether they are making an online purchase, booking a trip, or checking on their finances. This technology overload leads to expectations changing daily if not more frequent. In this session we will discuss how to embrace and engage the expert, the client, when designing financial technology products. 
Takeaways

• Best practices on how to introduce user centered design methodology into an organization that is “stuck in their ways.”
• Learn how to utilize empathy research to connect and engage the client.
• Gain an understanding of how to use personas,  journey maps, storyboards and prototypes to build your design.

Allie Carey, Director, Client Experience at SEI

Allie Carey

Director, Client Experience
SEI

3:20 pm - 3:40 pm Flourishing by Making Wealth More Common

As the government shutdown demonstrated, average Americans are one missed payday away from financial hardship. Human centered design FinTech can play a role in building financial security. This year Flourish, a fintech tool focused on empowering individuals to build savings, partnered with Commonwealth, a mission driven organization with expertise in gamification and consumer engagement, on a series of design sprints aimed at making savings fun and engaging. Pedro Moura from Flourish and Nick Maynard from Commonwealth will discuss lessons learned in designing for financial security including:

• Designing for impact on a consumer household
• Collaboration between nonprofit and for-profit partners
• Building and piloting app features through design collaborations
• Engaging users through fun and games

Nick  Maynard, Senior Vice President at Commonwealth

Nick Maynard

Senior Vice President
Commonwealth

Pedro Moura, Co-Founder & CEO at Flourish

Pedro Moura

Co-Founder & CEO
Flourish

2:30 pm - 3:40 pm Insurance Meet-Up

3:40 pm - 4:20 pm Afternoon Networking & Refreshment Break in The Solutions Zone

4:20 pm - 4:40 pm Case Study: Customer Experience Transformation at State Farm

As a 97 year old company, State Farm has adapted over the years as technological capabilities, marketplace trends, and customer expectations evolve. Recently, State Farm embarked on a customer experience transformation to elevate the customer in all aspects of the business. From building experience architect teams to deploying a CX measurement framework, this session walks through the strategies and tactics to embed customer experience into the culture (people), business processes, and technologies at State Farm.
Luke Parnham, Director, Customer Experience at State Farm

Luke Parnham

Director, Customer Experience
State Farm

Holli Tongate, Technology Director at State Farm

Holli Tongate

Technology Director
State Farm

4:40 pm - 5:00 pm Keynote: Social Listening

Troy Janisch, Vice President/Director, Social Intelligence at U.S. Bank

Troy Janisch

Vice President/Director, Social Intelligence
U.S. Bank

Primary Led Roundtable Discussions: 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 your peers
·         Don’t miss out on the discussions you want to participate in—you’ll get to select a new topic after 20 minutes
 
#1 Following Through On YourClient Experience Transformation 
Martin Lange, Director, Client Experience Strategy, BNY Mellon
 
#2 Empowering Your Customer Through Personalization
Michael Marx, Senior Director of Research and Insights, Visa
 
#3 Partnership Ecosystems: Expanding The Customer Value Proposition By Delivering Value Through Partner Relationships
Daniel Resnick,Director, Retail Banking Customer Experience and Omni Channel Development, Scotiabank
 
#4 Driving Better Loyalty Through Deconstruction Metrics 
Sean Albertson, Senior Director, Loyalty, Charles Schwab Bank
 

#5 Driving A CX Transformation Through Your Organization
Luke Parnham, Director, Customer CX, State Farm
Holli Tongate, Technology Director,  State Farm  
 
#6 The Art And Science Of Collecting, Navigating And Understanding Staff And Member Feedback
Donald Peaks, Chief Experience Office, First Commerce Credit Union
 
#7  Flourishing by Making Wealth More Common
Nick Maynard, SVP, Commonwealth
Pedro Moura, Co-Founder & CEO, Flourish
Martin Lange, Director, Client Experience Strategy at BNY Mellon

Martin Lange

Director, Client Experience Strategy
BNY Mellon

Michael  Marx, VP Market Intelligence at Visa

Michael Marx

VP Market Intelligence
Visa

Daniel Resnick, Director, Retail Banking Customer Experience and Omni Channel Development at Scotiabank

Daniel Resnick

Director, Retail Banking Customer Experience and Omni Channel Development
Scotiabank

Sean Albertson, Managing Director, Client Loyalty at Charles Schwab

Sean Albertson

Managing Director, Client Loyalty
Charles Schwab

Luke Parnham, Director, Customer Experience at State Farm

Luke Parnham

Director, Customer Experience
State Farm

Donald Peaks, Chief Experience Office at First Commerce Credit Union

Donald Peaks

Chief Experience Office
First Commerce Credit Union

Nick  Maynard, Senior Vice President at Commonwealth

Nick Maynard

Senior Vice President
Commonwealth

Pedro Moura, Co-Founder & CEO at Flourish

Pedro Moura

Co-Founder & CEO
Flourish

5:40 pm - 6:40 pm Cocktail Reception

6:40 pm - 6:40 pm End of Day Two

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