CXFS 2018

July 10 - 12, 2018

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

9:05 am - 9:20 am Chairperson’s Opening Address

If you are interested in chairing this day, please
contact Meg McNeel at:

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:

  • Understanding the service or product you provide and how customers react to it
  • Coming to terms with your brand’s promise and make sure you are living up to the expectation
  • Don’t overpromise and under deliver- no need to be something your customer doesn’t need
  • Not all companies are trying to provide delight with their product or service (eg. property 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


Dan Womback

Head of Insights


David Wall

Senior Web Analytics Lead, Center of Excellence
Voya Financial


Jill Hart

Digital Voice of the Customer Lead
TD Bank

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

Richard Lintern, Director,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


Richard Lintern


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: The Trend We Can’t Avoid: What Should You Be Doing with Fintech?

Randi Schochet, Chief Marketing Officer,Cross River Bank
It seems like every month there is a new technology, service or start-up coming out of Silicon Valley, aimed at refocusing and retooling the banking industry. As an established financial institution, do you fear these companies or look for ways to partner with them? 

  • Learn how to map and measure upcoming financial startups for success 
  • Decipher which startups might be worth working with 
  • Think about what they are providing to your customer and working WITH them instead of against them might benefit you 


Randi Schochet

Chief Marketing Officer
Cross River Bank

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

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

Track A: CX 101

2:00 pm - 2:50 pm WORKSHOP A: DNA + STRATEGY = AWESOME
Steve Langley, Senior Vice President Member Services, Chief Retail Officer,Schools Financial Credit Union

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: Adopting the Practice of Design Thinking
Doug Roerden, Head of Experience Design,Doug Roerden Design Josephine Holmboe, Creative Director, User Experience,Fidelity
  • How do you get started? Who are the right people to get involved with design thinking?
  • What are the steps to take in the process of design thinking?
  • How do you keep the momentum of design thinking going considering the cross-departmental coordination it involves?


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?
  • Learn the importance of mapping your customer’s end-to-end journey and begin to understand the basics of what goes into a workable journey map 
  • Understand the tools needed to make a journey map along with who should be involved with the process 
  • Identify the practical applications of journey mapping, such as uncovering customer pain points and gaining c-suite buy-in 
  • Actually make a customer journey map based on an example given by the facilitator

Track B: CX Next Steps

2:50 pm - 3:40 pm WORKSHOP D: A Seismic Shift is Near: Building Your Roadmap to Digital Transformation
A seamless experience across all channels (both offline and on) is what your customer expects. Whether you are a bank, insurer, wealth manager or credit union, in order to provide your customer with what they want in the channel they want it, your back end ecosystem, the departments that control them and the way you approach customer experience and outcomes likely needs an upgrade. While backend systems might not necessarily be in under your control, customer experience is. Your voice is needed to move the needle forward and your company will stall if the move towards digital transformation is not made. Digital Transformation includes:

  • Transformations in your core infrastructure to streamline processes and unlock business value
  • Investments in hyper personalized experiences via multiple customer touchpoints to increase engagement
  • Shifts in operating models and organizational power structures to support tech upgrades and CX initiatives
  • Trainings for your current workforce to prepare them for working more holistically with new tech 

Join this workshop with a forward looking consulting firm, to hear about what digital transformation means for the future of your business and how it is guaranteed to impact CX. Following a short presentation, you’ll be tasked with putting together a roadmap to digital transformation for your organization.

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.

4:20 pm - 5:20 pm Champagne 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 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 Insight

2. CRM Success: What’s Possible When This Technology is Used Correctly 

3. Improving CX with Chatbots

4. Creating a Data And Analytics Centric Organization 

5. Streamlining Your Processes with Automation and Robotics

6. Navigating Corporate Politics to Get the Information You Need

7. Picking Out the Right CEM Vendor for Your Maturity Level

8. Getting Ahead of Digital Transformation 

9. AI for CX: Where Does it Apply Best?

10. Workshopping Your Products: The Benefits of Customer Communities

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