CXFS 2018

July 10 - 12, 2018

Westin Copley Place, Boston MA


Day Three: July 12th, 2018 | Building Brand Equity: The Impact of CX on Customer Engagement and Loyalty

8:00 am - 8:55 am Continental Breakfast

8:55 am - 9:00 am Welcome Remarks

Elizabeth Robillard, Event Director,CXFS

Elizabeth Robillard

Event Director

9:00 am - 9:10 am Chairperson’s Opening Address

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

9:10 am - 9:30 am Disruptor Keynote: Does Growing Up in the Era of Customer Experience Negate the Need for A Formal CX Department?

Arjun Kannan, Chief Technology Officer, Sara Jeruss, Chief Product Officer,
If you’ve built your company from the ground up to focus exclusively on the needs of the customer, with streamlined tech, incredible security and no legacy systems, does your company even need a formal CX department? 
Join this panel to hear from both established and brand new fintechs to hear how they are approaching the concept of CX.

Arjun Kannan

Chief Technology Officer


Sara Jeruss

Chief Product Officer

9:30 am - 9:50 am Case Study: Attracting Brilliant UX and CX Talent to Your Organization

Christine Beck, Director of Content Strategy,Bank of the West
Finance isn’t exactly a sexy industry. So when looking for the cream of the crop UX or CX talent, who might be partial to the unencumbered industry sector that is retail, financial services needs to try hard to attract these people with things like innovation labs and cx councils, that help newcomers to understand your commitment to customer experience and innovation.

This session will discuss:

  • Putting together an ideal candidate profile based on your customer experience goals and brand story 
  • How to appeal to top UX and CX talent who are used to working within a more open environment
  • Coming up with innovation labs or other unique selling points to attract the brilliant talent


Christine Beck

Director of Content Strategy
Bank of the West

The changes you make to your customers experience are only as good as the insights you receive from them. And you only receive good insights if you are truly listening to everything their saying. This can often involve a whole team of VoC masters who know what listening posts to be pulling insights from and how valid the insights are that they pull from those posts.

  • What should you be listening to, when should you be listening to it and how are you collecting what you hear? 
  • What are other ways to capture customer feedback outside of surveys?
  • How are you leveraging existing resources and sources of feedback before further investment?
  • Is it possible to streamline the constant influx of feedback so that it can be digested and acted upon?
  • Can you easily communicate progress on the most frequent pain points to your whole customer base?


Stacey Collins

Director, Experience Design and Implementation


Sue Hoffman

AVP of Customer Experience
Colonial Life


Sonal Bullard

Director of Client Experience


Tom Modestino

Director, Market Research
John Hancock Retirement Plan Services

10:30 am - 10:40 am Panel REMIX Part Two: Are You Even Listening to Me?! Strengthening Your VoC Program to Make Sure Your Customers Are Being Heard

After 35 minutes of hearing from the panelists, audience members will be asked to discuss a related follow up question in small groups for 10 minutes.

10:40 am - 11:10 am Morning Refreshment & Networking Break

11:10 am - 11:30 am Case Study: Adopting the Practice of User Centered Design

Wei Ding, Digital Product Team Lead,CFPB
  • 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?

Wei Ding

Digital Product Team Lead

11:30 am - 11:50 am Case Study REMIX Part One: Matching Missions: Do Your CX Initiatives Fit With Your Company’s Goals?

Shaazia Stonehocker, UX Design Director,Woodforest National Bank
If the goals of your experience department don’t match up with the goals of your business, do you think you will be able to properly advocate for c-suite acceptance of your mission? While CX might be THE differentiator between yourself and your competitors, if you aren’t able to understand how your company operates and what their key missions are, you’ll have a tough time convincing them, or anyone else within your business, that CX matters. Join this session to hear more about: 

  • How do you ensure that your CX initiatives match up with company priorities?
  • While your CX team might find customer centricity to be the ultimate goal, how do you make your stakeholders AND shareholders understand the importance of these goals and how it will impact the business in the future?
  • Are there certain priorities the company has that are diametrically opposed to the goals your CX team is trying to accomplish? How do you confront that?
  • If building out your CX strategy from scratch, how can you create one that fits best within the confines of your business strategy?


Shaazia Stonehocker

UX Design Director
Woodforest National Bank

11:50 am - 12:00 pm Case Study REMIX Part Two: Matching Missions: Do Your CX Initiatives Fit With Your Company’s Goals?

After 20 minutes of hearing from Shaazia, audience members will be asked to discuss a related follow up question in small groups for 10 minutes.

12:00 pm - 12:20 pm Case Study: Identify, Capture, Resolve: Developing An Effective Complaint Management Program

Claudine Murphy, Director, Customer Experience, OCA,SallieMae
  • How to establish a complaint management process and who should own it
  • Examples for how to effectively and efficiently capture customer complaints
  • Ideas around governance and oversight—how do you ensure that everyone has a line of sight to the information and how do you engage leaders
  • How to report on it and how to share the date in an impactful way
  • How do you prevent it through managing the proper KPIs

Claudine Murphy

Director, Customer Experience, OCA

12:20 pm - 1:00 pm Lunch for All Attendees

1:00 pm - 1:00 pm End of CXFS 2018