CXFS 2018

July 10 - 12, 2018

Westin Copley Place, Boston MA


Day Two: July 11th, 2018 | Set Up for Success: Re-aligning Your People and Technology for Improved CX

8:00 am - 8:50 am Continental Breakfast & Registration In The Solutions Zone

8:50 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 Keynote Fireside Chat: Marketing and CX: Best Practices for Working Together

Martin Lange, Global Head of Marketing Innovation, Investment Services,BNY Mellon
Often, the initiatives that build ‘brand equity’ and engage your customers are things that are a direct correlated to the initiatives of your CX team- for example, when customers share positive experiences they’ve had with your brand or start to engage with a customer community or loyalty program that you’ve built or read and respond to a funny tweet from your brand. But usually, customer loyalty and engagement are thought of as marketing responsibilities. If your CX team isn’t a function of your marketing team (under marketing leadership), how can you ensure that these two customer facing teams are working best together to build and sustain brand equity without stepping on each other’s toes?

  • What can marketing learn from CX and vice versa? 
  • What is the terminology each uses in regards to the customer? 
  • Understanding the difference between customer life cycle and customer journey
  • If marketing does own CX, how do you ensure that your CX team has it’s own validity outside of the customer life cycle and over the entire customer journey


Martin Lange

Global Head of Marketing Innovation, Investment Services
BNY Mellon

9:30 am - 9:50 am Case Study CX Isn’t Just a Role, It MUST be Your Company Philosophy

Lori Garcia, Vice President of Member Service Experience,SchoolsFirst Federal Credit Union
While CX should be something that is every department’s responsibility, if there is no central body that oversees communications between the different silo-ed departments that work on cx (like an enterprise wide CX team, or a CX council or advisory board), it will be hard to achieve a holistic view of the customer and streamline brand experience and your mission might not be as effective. Join this session to hear about how to be operationalizing this concept within your institution. Panelists will discuss:

  • Senior management need to be fully committed to the philosophy and show it
  • Use the feedback you receive from your customers to actually improve processes and let them know you have done so
  • Make it easier for employees to provide good experiences 
  • Give employees the ‘space’ to take responsibility for an improved customer experience


Lori Garcia

Vice President of Member Service Experience
SchoolsFirst Federal Credit Union

9:50 am - 10:10 am Case Study: Drive Bottom Line Impact By Combining Quantitative and Qualitative Insights

Manan Singh, VP Product and Optimization,LendingTree
Most products don’t fail because their teams can’t write enough code. They fail because they can’t acquire and retain enough users. Key to driving sustainable growth is to establish a scientific process as customer experience and growth are inextricably tied. Join this session with Manan Singh to learn how you can: 

  • Leverage customer insights to discover growth opportunities for your business
  • Measure the revenue impact of incremental CX improvements and grow your team
  • Implement a rigorous experimentation program that consistently shows positive bottom line impact


Manan Singh

VP Product and Optimization

Despite the fact that CX should be something that is every department’s responsibility, if there is no central body that oversees communications between the different silo-ed departments that work on cx (like an enterprise wide CX team, or a CX council or advisory board), it will be hard to achieve a holistic view of the customer and streamline brand experience. Many institutions still don’t know who should be in charge and what department CX should sit under, which make undertaking any sort of cross departmental initiative an impossible task. During this session, our group of panelists will discuss:

  • How far along on the maturity curve their organization is in terms of CX
  • Is CX centralized or decentralized?
  • How the function of CX was created and perhaps changed in recent years 
  • If decentralized: 
-What department or line of business is CX housed in? 
-Are advocates or CX team leads across the organization? 
  • If Centralized: 
-Are there is strategic, operational and design functions within the enterprise level CX team? 


Deborah Cornwell

Executive Director, Senior Experience Owner


Stacey Collins

Director, Experience Design and Implementation


Rich Dorfman

VP of Customer Experience
Eastern Bank


Karen Sweeney

Vice President, Member Experience
Bethpage Federal Credit Union

10:45 am - 10:55 am Panel REMIX Part Two Where in the World is Your CX Team? A Look at Centralized Vs. Decentralized CX

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.

10:55 am - 11:35 am Morning Refreshment & Networking Break In The Solutions Zone

11:35 am - 11:55 am Case Study: #CXWINS- Closing the Feedback Loop on Social Media Complaints

Troy Janisch, Director, Social Intelligence,U.S. Bank Jill Costa, VP of Customer Experience,US Bank
Join Jill Costa and Tory Janisch of US Bank as they walk us through how they are integrating social media and online reviews into a 360 Voice of Customer view. Their goal is to put customer insights into the hands of every branch and corporate stakeholder and real time. Our presenters will cover:

  • Knowing what your customers are saying and where they are saying it 
  • Identifying what social channels have the most impact on your brand and make the most sense for you to monitor 
  • Meeting your customers everywhere they are 24/7 
  • Aggregating this feedback and getting it in the hands of the stakeholders than can operationalize this feedback


Troy Janisch

Director, Social Intelligence
U.S. Bank


Jill Costa

VP of Customer Experience
US Bank

Industry Breakout Roundtables

11:35 am - 12:05 pm Wealth Management: Engaging The Advisor
Liz Butler, Director, Client Experience, Workplace Solutions,TD Ameritrade

Liz Butler

Director, Client Experience, Workplace Solutions
TD Ameritrade

11:55 am - 12:15 pm Case Study: Best of Both Worlds: Expertly leveraging AI to create more impactful human interactions

Mike Kirkpatrick, SVP, Client Experience & Strategy,Mad*Pow
Financial products and services are becoming more automated, digital and mobile. Companies continue to implement new technologies and build-out enterprise digital capabilities to support this evolution. The rush to digitization has changed product delivery, brick & mortar strategies, product construction and more. Even in this digital era, the customer experience remains paramount. We’ll discuss how financial companies across the spectrum can learn how to artfully blend human and digital channels to deliver truly next generation customer experiences.

Mike Kirkpatrick

SVP, Client Experience & Strategy

Industry Breakout Roundtables

12:05 pm - 12:35 pm Credit Union Roundtable: Creating the Role of The CXO
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 financial institution speakers
  • Don’t miss out on the discussions you want to participate in—you’ll get to select a new topic after 30 minutes

1. Striking the Right Balance Between High Tech and High Touch in a Multi-Channel Service Evolution
Natalie Higgins, SVP Customer Experience, Citizens Bank

2. Dealing with Change Management in An Organization of Unwieldy Size 

3. Personalizing While Staying Compliant 
Melissa Kaminski, Assistant Director, NPS Program, Northwestern Mutual 

4. Allowing Your Customer to Have Visibility into Their Interactions with You 

5. Branch Transformation: What’s Next in Your Physical Locations?
Marci K. Knight, Chief Marketing Officer, American Bank of the North

6. Creating Customer Experience Personas

7. Developing Strong B2B Customer Relationships 
Liz Butler, Director, Client Experience and Engagement, Workplace Solutions, TD Ameritrade Inc. 

8. CX Career Pathing: What’s Your Next Move? 

9. Driving, Democratizing And Scaling CX Innovation

10. But I Simply Haven’t Got the Time! Prioritizing CX Projects Based on Time And Budget

11. Moving the Needle- Maintaining Your CX Success


Liz Butler

Director, Client Experience, Workplace Solutions
TD Ameritrade


Natalie Higgins

Senior Consumer Finance and Customer Experience Vice President
Citizens Bank

Industry Breakout Roundtables

12:35 pm - 1:05 pm Insurance Roundtable: The B2B Customer Relationship
Lisa Woznica, Vice President, Customer Experience & Ombudsman ,Wawanesa Insurance

Lisa Woznica

Vice President, Customer Experience & Ombudsman
Wawanesa Insurance

1:15 pm - 2:15 pm Lunch For All Attendees In The Solutions Zone

Track A: Employee Engagement
This track will cover how organizations can motivate frontline employees to provide the best possible experiences through providing the best tools and trainings

2:15 pm - 2:20 pm Chairperson’s Afternoon Address

2:20 pm - 2:25 pm Track Open Mic!

If you are interested in chairing this track, please
contact Meg McNeel at:
Track B: Digital Transformation
This track will cover how organizations can start to streamline their internal processes in order to save money and resources that could better be spent on outward customer experience efforts.

2:15 pm - 2:20 pm Chairperson’s Afternoon Address

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

2:20 pm - 2:25 pm Track Open Mic!

CXO/CMO Disruptors Series
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.

2:25 pm - 2:45 pm Case Study: Listening While Running: 5 Months, 4 Researchers, 3 Cities, 2 Objectives, and 1 Big Hurdle

Jason Goupil, Design Research Lead,Nationwide
Financial advisors are navigating a shifting landscape and Nationwide wanted to know how this affects their practices today. To gain insights firsthand, a nimble UX research practice was employed to uncover directional insights. 

But as Nationwide looked to use activities and stimulus to spark conversation with advisors, just getting in front of them presented the biggest challenge. That’s where the right approach, a researcher’s intuition, and the ability to pivot quickly produced inspiring outcomes. 

In this presentation, Jason Goupil of Nationwide’s User Experience team will share how an unconventional process sparked insightful conversation and strategic direction. Learn about the benefits of adopting a process that always pushes to dig deeper and learn more from the user.

Jason Goupil

Design Research Lead

2:25 pm - 2:45 pm Case Study: When to Go Back to Basics: Define, Design, Develop, Deliver

Marco Leon, Director, Digital Experience,UBS
We are all familiar with the pyramid chart that shows how overall effort increases proportionally to how further away the unexpected happens from the design stage, but particularly in large corporations it is easy to simply follow directions from the top without validating them first with the end-users –this always leads to the unexpected. This chat will focus on best practices to reduce surprises (and actually make an impact to our users!) by simply retreating to the clean 4D Formula: Define before you Design. Design before you Develop. Develop before you Deliver. Note: "simply" doesn't always mean "easily".

Marco Leon

Director, Digital Experience

CXO/CMO Disruptors Series

2:25 pm - 2:45 pm Session Three: I’m Happy Our Customer’s Are Happy, But Is that Improving Our Bottom Line? Equating Customer Experience Metrics with Business Goals
Metrics and data driven experiences are a given, but we also have to make sure that we are able to pay our shareholders and manage their expectations given the investments we might be making in customer experience. Join this panel to hear more about how several executives are thinking about the following points: 

  • Having a full grasp on the CX metrics you are currently measuring 
  • Link your metrics to their value in your own role 
  • Understanding the business goals of the c-suite and what they expect to see from your CX investments
  • Evaluate methodologies as to how you can tie your metrics and their worth to the bottom line

2:45 pm - 3:05 pm Innovation Spotlight

  • Once you’ve engaged your frontline teams, how do you make sure they have the right tools to best help your customers? 
  • What technology can you put in their hands (whether it be your call center reps, tellers, wealth advisors or insurance agents) that will help them help the customer the most efficiently?
  • What kind of training can you be giving to ensure that they are fully prepared to give the best service?


Richard Charette

AVP, Digital Experience Design, WF Virtual Channels
Wells Fargo


Dave Schwertfeger

Senior Director, Channel Optimization, Retail Distribution

2:45 pm - 3:05 pm Innovation Spotlight

3:05 pm - 3:35 pm Case Study REMIX Running the ‘Always On’ Customer Experience Factory

Lawrence Lipkin, VP Design Strategy ,Fidelity Investments
Digital transformation is challenging large successful companies to shift from an industrial manufacturing mindset to always-on co-creation for their customers.

How do we make that leap and make it work for our teams?

The industrial manufacturing model was to pull raw materials through a factory, creating goods to be distributed to customers. In this age of digital relationships, we will not remain competitive with annual re-tooling cycles.

Product Development, Engineering and Design need to teach their respective skills to each other in real time, rather than be steps on an assembly line. This talk will discuss some of the tactics that leaders needs to put in place in order to change how their teams work in delivering great digital products to customers.


Lawrence Lipkin

VP Design Strategy
Fidelity Investments

CXO/CMO Disruptors Series

2:45 pm - 3:05 pm Session Three: Is An Effortless and Consistent Experience The New Surprise and Delight in Financial Services: A Look into Customer Effort
Matt Gillin, CEO,Relay Network

Matt Gillin

Relay Network

CXO/CMO Disruptors Series

3:05 pm - 3:35 pm Wrap Up Think Tank: Are the Big Four Tech Companies Coming for Banking Too?

3:25 pm - 4:00 pm 'Creme de la Creme' Afternoon Refreshment & Networking Break In The Solutions Zone

A siloed company is an unhappy company. Your customer doesn’t think in siloes, so setting up each channel to work separately from one another can often lead to a disjointed experience. Join this session to hear more about how companies can: 

  • Pinpoint the internal departments you need to collaborate within in order to have an end to end picture of your customer- from pre-sale to the experience of the sale to post sale and support
  • Instill the importance of customer experience across the organization with trainings and CX advocates and create common objectives and organizational goals
  • Make sure that your customer doesn’t see whatever seems might exist between the channels- can they start a form online and finish it in-store? 
  • Can you see if your customer bought something yesterday before you send them an impersonal email today? 

Andrea Plant

VP of Process Improvement
First Citizens Bank


Mark McMahill

Sr. Director, UX Design


Tasneem Hajara

Senior Director, Head of Digital Retail & Advice Channel Technology


Wei Ding

Digital Product Team Lead


Mona Jantzi

Chief Experience Officer
Barclays US

4:40 pm - 5:00 pm Case Study: Conversational Finance: Improving CX with Voice Assistants

Alexander Chan, Product Manager of Mobile Banking and Payments,Central 1 Credit Union

Alexander Chan

Product Manager of Mobile Banking and Payments
Central 1 Credit Union

5:00 pm - 5:20 pm Closing Keynote: Creating Human Experiences to Win in the Digital Lending World

Sabrina Basht, Chief Strategy Officer,Marlette Funding
In a world where face to face interactions are becoming less frequent and digital is becoming the preferred means of transacting, how do companies deliver digital experiences that build relationships and trust with their customers?
Best Egg is a top 5 online personal loan fintech company who has facilitated over $5B in loans to more than 350,000 since its inception just 4 years ago.  Over the past 18 months, the company invested significantly in research and bleeding edge tools and technology to capture and connect over 30 billion customer data elements to obtain a more holistic understanding of their target customers.  And now they are undergoing a transformation to create more personal and memorable lending experiences that the company believes will differentiate them from competitors and engender trust and repeat usage from their customers.
In this presentation the audience will learn:
  • The steps that Best Egg took to re-orient the business to be customer-centric including connecting with customers through research, creating personas and journey mapping 
  • Their approach to big data and how they create a 360 view of their customers which includes connecting not only traditional declarative and behavioral data but also qualitative and descriptive data.  
  • How this data is used to shape and deliver the customer experience and product roadmaps 
  • How they track progress and measure our effectiveness 
  • Top 5 tips for humanizing your digital experience   


Sabrina Basht

Chief Strategy Officer
Marlette Funding

5:25 pm - 6:25 pm Boston Brews Cocktail Reception

Boston is well known for their numerous breweries. Unwind and enjoy our own Boston ‘Brewery’ tasting while snacking on delicious appetizers.

6:25 pm - 6:25 pm End of Day Two