CXFS 2018

July 10-July 12, 2018

Westin Copley Place, Boston MA


Day One: Achieving a Holistic View of Your Customer

08:00 AM - 08:45 AM Continental Breakfast & Registration

9:00 AM - 9:10 AM Welcome Remarks & Top Challenges Ice Breaker

Elizabeth Robillard, Event Director, CXFS

Elizabeth Robillard

Event Director

Melanie Fricke

Financial Services Subject Matter Expert, Watson Customer Insights

9:00 AM - 9:25 AM KEYNOTE: Mining Voice of the Customer Data to Pin Point Friction in Their Experience

Gina Bhawalkar, Director of Customer Experience Research, VP, Bank of the West
Given the amount of customer touch points in financial services (ATM, phone, in branch, online, mobile), there is a staggering amount of data being collected from your customer at each one. But, none of this data is structured, in fact much of it is unorganized and confusing to your employees. Your challenge then becomes taking this customer data, understanding how it all fits together, and mapping out each customer’s history of interactions and preferences, thereby understanding the end-to-end customer journey and being able to meet them where they prefer to access your services. Join this session to hear more about how financial institutions can be:

• Aggregating all of the data you have collected from surveys, VOC, analytics, call center logs, etc.
• Pulling together a cross-functional team to map the customer journey using this data
• Identifying touch points that are pain points for the customer
• Putting together an action plan or road map to address top issues

Gina Bhawalkar

Director of Customer Experience Research, VP
Bank of the West
When you begin the process of instituting a customer first mindset into a company and cx starts to become a major factor in the day to day operations of your business, more often than not certain data owners or process owners get territorial of the information they have. What can you do to make sure people understand the importance of cross departmental transparency?

• Discuss ideas for integrating customer data from multiple sources
• How to get critical customer feedback to the appropriate teams within the organization
• How to get the rest of your company to act on customer feedback and make measurable changes to the customer experience

Deborah Cornwell

Senior Experience Owner, Property Insurance

Utibe Bassey

Director of Customer Experience

Stacey Collins

Director, Experience Design and Implementation

10:35 AM - 11:05 AM CASE STUDY REMIX: How Why'd Is Your Customer Experience Gap?

Doug Roerden, Vice President for User Experience Design Strategy, Fidelity Investments
Learn how to harness Design Thinking to narrow the gap between your customers and your organization by gaining and maintaining their perspective over yours. Understand why they engage your products and services over why you provide them. And come away with applicable knowledge to ensure your organization embraces the big picture, from the most important perspective, first.

Doug Roerden

Vice President for User Experience Design Strategy
Fidelity Investments

11:05 AM - 11:35 AM Morning Refreshment & Networking Break

11:35 AM - 11:55 AM CASE STUDY: Evolving Customer Experience at Scale: Communicating Innovation Strategies in Complex Financial Organizations

Jon Podolsky, Vice President Experience Strategy and Service Design, Mad*Pow Mike Kirkpatrick, SVP, Client Experience & Strategy, Mad*Pow
For large financial organizations that provide multiple products and experiences, creating a single unified member experience is difficult. The customer knows the brand as one single entity, but many different departments are required to deliver that experience. This talk will discuss methods, techniques, and communication vehicles that serve to engage multiple product and individual experience owners towards a cohesive vision for customer experience. We’ll show how we utilized technology and design artifacts to generate consensus and direction for a large, matrixed financial organization

Jon Podolsky

Vice President Experience Strategy and Service Design

Mike Kirkpatrick

SVP, Client Experience & Strategy

11:55 AM - 12:15 PM LIVE WITH’ But How Did You Know That?! Getting Personalization Right

Tim Hong, CMO, MoneyLion
Today’s customers are intrigued by personalized offers and experiences, but only if they are presented in the correct way. They are wary of their personal data being used as marketing tools and are especially skittish of their bank or insurance company offering up any of their information, even if it would be very beneficial for them in the long run. Compliance issues also make it hard to personalize experiences, as every customer is supposed to be treated the same. How do you begin to combat what seems like an impossible task? Join this session to hear more about:

• Where do you get started on personalization?
• How can you use CRM tools to further this goal? Are there other tools that would work better?
• What is the balance between personalizing and crossing privacy lines into creepiness?
• When would customers prefer to come to you, rather than having you come to them with special offers and further communications?

Tim Hong


12:15 PM - 12:25 PM Innovation Spotlight: Extractable

Craig McLaughlin, President/CEO, Extractable
In the face of disruption from the fintech new entrants it has never more important to have a clearly articulated digital strategy to generate internal alignment for the right customer experience. In general, every financial service digital experience seeks to do to achieve two core objectives – (1) Do more business with an existing customer and (2) Win a new customer. The right digital strategy memorializes that. The right user experience architects the solution, and the right visual experience brings it to life.

In the this practical and action-oriented session Extractable CEO, Craig McLaughlin will speak to:

• How data insights can play a key role in winning the new customer
• How bring these learnings to life in visual design
• How to monitor and track that these experience remain optimized

Craig McLaughlin


12:25 PM - 12:50 PM Case Study: Integrating Disparate Data Sources to Achieve One Holistic View of Your Customer

Eric VonDohlen, Chief Analytics Officer, Elevate
If you are a financial institution, it is likely that you have systems with customer data and accounts that were created more than 20 years ago. And those legacy systems don’t necessarily talk to your new systems or if they do, it’s far from seamless. Do you need to buy another piece of technology to integrate these systems, or is it possible to work around it? Join this session to hear more about: • How do you begin to understand where customer data is located? • Looking at the tools that would be able to pull this data into one place for you • Training front-line employees to find the customer records that give an end-to-end picture of where your customer interacts with your brand

Eric VonDohlen

Chief Analytics Officer

1:00 PM - 2:00 PM Lunch For All Attendees

Track A: CX 101

2:00 PM - 2:50 PM Workshop A: Journey Mapping Basics: Who, What, Where, When, Why?

Ben Hoffman, AVP User and Customer Experience, Hanover Insurance
• 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 • Acknowledge the need to continually journey map to keep up to date with how your customer interacts with your brand

Ben Hoffman

AVP User and Customer Experience
Hanover Insurance

Track B: CX Next Steps

2:00 PM - 2:50 PM Workshop B: Lean, Agile, Flexible: How Your Legacy Brand Can Apply Startup Principles

Margot Dear, Senior Director, User Experience, Added Value Services, ADP, LLC.
It’s not always easy for large and established companies to move quickly, despite the
threats from newer and more agile startup brands. But, if legacy brands can’t learn
how to keep up with the times, they will be left behind. Join Margot Dear from ADP
as she walks the audience through the following points:

• How are companies applying lean start up best practices to their product ideation?
• Looking at the ways that legacy brands are by-passing one to two year product development cycles for shorter prototyping sprints
• How institutions can be using innovation labs to bring customer insight into these agile product development cycles
• Potential drawbacks and challenges that present themselves when larger unwieldy companies try to operate this way

Margot Dear

Senior Director, User Experience, Added Value Services

Track A: CX 101

2:50 PM - 3:40 PM WORKSHOP C: Making Your Move: How To Put Together A Grassroots CX Strategy Using Customer Data

Michelle Buretta, Market Research and Segmentation Manager, Genworth Financial
Once you’ve looked through it and understand where friction exists in the experience you provide, how can you use your limited resources to pull together a CX strategy or initiative? Join this workshop to learn more about: • Using your limited resources to effect change within your organization • Moving past the what-if’s that stand in your way • Understanding that change is a process not an event

Michelle Buretta

Market Research and Segmentation Manager
Genworth Financial

Track B: CX Next Steps

2:50 PM - 3:40 PM WORKSHOP D: Don’t Forget Your Journey Map! Using Your Map to Establish Long Term CX Initiatives

Whether you’ve mapped your customer’s journey once, twice or 20 times, the next step to journey mapping is making sure you are integrating what you’ve learned into your long term strategy. Join this workshop to learn how to-

• Use journey maps to articulate business strategy from the customer’s perspective
• Give you the tools you need to use these maps

If you are interested leading this workshop, please be in touch with James Miguel at

3:40 PM - 4:20 PM Afternoon Refreshment & Opening Networking Break in the Solutions Zone

Join us for the opening of the solutions zone at CXFS 2017 and have a refreshment while taking what you’ve learned so far on Day One.
1. Crossing the Chasm: Transforming Customer Research into Actionable Insights and ROI
Jimmy Chou, Principal, SingleStone

2. Lithium Technology Roundtable
Vaughan Sparkes, Lithium

3. Learn How Financial Services Firms Are Using Customer Journey Mapping Engagements in Various Ways to Understand Their Customers Better and Drive Insights
Ted Chen, President, Maru/edr

4.How Can Text Messaging Enhance Customer Experience
Ashish Garg, CEO, Eltropy

5. Pitney Bowes Roundtable
James Burnick Managing Director, Financial Services Solutions, Pitney Bowes

6. Using The Power Of Storytelling To Create
Emotionally Engaging Experiences
Penny Steckly, Program Director - Voice of the Customer, Canadian Division, Manulife

7. R&D: Measuring and Benchmarking Against Your Competition
Karl Sharicz, Customer Experience Analyst, Eastern Bank

8. Branch of the Future: Understanding the Evolving Role of Your Brick and Mortar Outposts
Lea Ammerman, MBA, Executive Vice President of Member Services , Michigan State University Federal Credit Union

9. Listening and Responding to Your Customers on Social Media
John Stillman, Senior Member Insights Analyst, BECU

Ted Chen


Jimmy Chou

SingleStone Consulting

Lea Ammerman

Executive Vice President of Member Services
Michigan State University Federal Credit Union

Penny Steckly

Program Director - Voice of the Customer, Canadian Division

Karl Sharicz

Customer Experience Analyst
Eastern Bank

John Stillman

Social Media Operations Manager

Invite Only Think Tank

4:20 PM - 5:30 PM VIP THINK TANK: The Potential for AI and Machine Learning in Financial Services CX

During those closed door session at CXFS, we will be discussing the ULTIMATE
buzzwords. AI technology and machine learning are helping financial services
companies drive efficiency, save money, find new sources of revenue and create
a competitive advantage. Everything from robo-advisors that make intelligent
decisions on what stock you should buy to powerful backend analytics processors
that can predict your customers next move will be covered in this session. Join your
fellow senior level executives to have a real time chat surrounding the implications
and opportunities that could come from this technology.

As a CXO or head of CX at your organization, it is your responsibility to prioritize
customer experience and promote a customer centric value proposition throughout
your organization. This is your opportunity to gain honest feedback, debate strategic
ideas and share high level insights in a closed door forum.This is an invitation only
session. If you wish to participate or would like to nominate yourself or a colleague,
please contact:

5:30 PM - 6:30 PM Welcome Reception in the Solutions Zone

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