CXFS 2021

2021

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

9:00 am - 9:20 am Keynote: Following Through On Your Client Experience Transformation

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

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 Keynote: Channel of Choice Overview and Best Practices


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

Natalie Higgins

Senior Vice President of Consumer Finance Customer Experience
Citizens Bank

10:00 am - 10:40 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!

10:40 am - 11:00 am Keynote: Unpacking the Black Box of Behavior Change Design

Human behavior and behavior change is central to nearly everything we want to accomplish as individuals, organizations, and societies. For example, preventing pollution, energy waste or tobacco usage and improving educational outcomes, economic stability, and individual wellbeing all require behavior change at individual, organizational, and population levels. Government, non-profit, and commercial industries now routinely seek to integrate behavior change science within their policies, practices, products, and services in areas such as finance, health, environment, civic and customer experience. 

To be effective in our missions to create sustained change at any level, we need to have a deep understanding of how behavior changes and how we can change behavior in beneficial directions. This talk will aim to unpack the black box of behavior change and illuminate the underlying elements that influence behavior, along with the methods, frameworks, and critical insights change makers can apply to revolutionize their process and outcomes.

Dustin DiTommaso, SVP, Behavior Change Design at Mad*Pow

Dustin DiTommaso

SVP, Behavior Change Design
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

Lauren Kessler, Customer Experience Strategy at PenFed Credit Union

Lauren Kessler

Customer Experience Strategy
PenFed Credit Union

Alyona Medelyan

CEO
Thematic

Richard Dorfman, VP, Customer Experience at Eastern Bank

Richard Dorfman

VP, Customer Experience
Eastern Bank

11:30 am - 12:00 pm Case Study: 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

11:50 am - 12:10 pm Win More by Gaining The Experience

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…
Liam Hickey, VP, Customer Experience Lead for Central Region at Kantar

Liam Hickey

VP, Customer Experience Lead for Central Region
Kantar

12:10 pm - 12:30 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. 
Douglass Stewart, Head of Client Experience Analytics at Vanguard

Douglass Stewart

Head of Client Experience Analytics
Vanguard

12:30 pm - 12:40 pm Personalization Quick Wins: How to Effectively Monetize Customer Data

Yotam Benami

Chief Marketing Officer
Idomoo

12:40 pm - 1:40 pm Lunch For All Attendees

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


Greg Smith, Executive Director, UX Research & Design at ICC

Greg Smith

Executive Director, UX Research & Design
ICC

TRACK A: Driving The Experience Through Your Organization

1:40 pm - 2:00 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: Driving The Experience Through Your Organization

2:00 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 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
MindTickle

TRACK B: UX & The Digital Experience

1:40 pm - 2:00 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: UX & The Digital Experience

2:00 pm - 2:20 pm Case Study: 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

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: Meet-Ups

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

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

Karen  Sweeney, Vice President, Member Experience at Bethpage Federal Credit Union

Karen Sweeney

Vice President, Member Experience
Bethpage Federal Credit Union

Sean Albertson, Managing Director, Client Loyalty at Charles Schwab

Sean Albertson

Managing Director, Client Loyalty
Charles Schwab

Ann Ryan, Chief Client Experience Officer at Old National

Ann Ryan

Chief Client Experience Officer
Old National

Eric Head, Vice President at Verint ForeSee

Eric Head

Vice President
Verint ForeSee

2:50 pm - 3:10 pm Innovation Spotlight

Alex Bon, Account Executive at Flybits

Alex Bon

Account Executive
Flybits

2:20 pm - 2:50 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

2:50 pm - 3:10 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

3:10 pm - 3:50 pm PM Break: “Get The Scoop!”

Get the inside scoop and latest industry trends while cooling down with ice cream in the exhibit hall!

3:50 pm - 4:10 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

4:10 pm - 4:30 pm Keynote: What You Didn’t Ask For: Gathering Insights from Social Data

Many companies get what they ask for when it comes to customer experience insights. They often overlook the wealth of unsolicited insights customers and prospects share on social media and review websites.  This session shows the value of leveraging ongoing, social data  in near real time to improve customer experience.
Troy Janisch, Vice President/Director, Social Intelligence at U.S. Bank

Troy Janisch

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

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 Your Client 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 Driving Better Loyalty Through Deconstruction Metrics  
Sean Albertson, Senior Director, Loyalty, Charles Schwab Bank

#4 Driving A CX Transformation Through Your Organization
Luke Parnham, Director, Customer CX, State Farm 
Holli Tongate, Technology Director,  State Farm  

#5 The Art And Science Of Collecting, Navigating And Understanding Staff And Member Feedback
Donald Peaks, Chief Experience Office, First Commerce Credit Union

#6  Flourishing by Making Wealth More Common
Nick Maynard, SVP, Commonwealth
Pedro Moura, Co-Founder & CEO, Flourish

#7 Gathering Insights from Social Data
Troy Janisch, VP/Director, Social Intelligence, U.S. Bank 

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

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

Holli Tongate, Technology Director at State Farm

Holli Tongate

Technology Director
State Farm

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

Troy Janisch

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

5:10 pm - 6:10 pm Cocktail Reception: “Aww Shucks!”

Aww Shucks, CXFS is coming to an end tomorrow, so during this cocktail reception, connect with those you’ve met throughout the conference while sipping on champagne and enjoying some Boston oysters. 

6:10 pm - 6:10 pm End of Day Two