CXFS 2018

July 10-July 12, 2018

Westin Copley Place, Boston MA

1.888.482.6012

Day Two: Establishing A Governance Around CX

08:00 AM - 08:40 AM Continental Breakfast & Registration In The Solutions Zone



08:40 AM - 08:50 AM Welcome Remarks & Ice Breaker



08:50 AM - 09:00 AM Chairperson's Opening Remarks

Christine Rimer, SVP, Voice of Customer, SurveyMonkey


Christine Rimer

SVP, Voice of Customer
SurveyMonkey

9:00 AM - 9:25 AM KEYNOTE: Finding Great Experiences at the Intersection of Machine Learning and Empathy

Joseph Whitchurch, Head of Customer Experience and Innovation, Capital One
Once you’ve pinpointed the friction in your customer’s experience, your goal becomes creating a strategy to keep that friction from stalling other experiences in the future. This session will look at how big data can help you predict your future customer’s experiences and move your CX strategy from reactive to predictive:

• 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?

Joseph Whitchurch

Head of Customer Experience and Innovation
Capital One

9:20 AM - 9:40 AM KEYNOTE The Gospel of CX: How First Tech Federal Credit Union Established a Top Notch CX Governance

Alex de la Cruz, VP of Member Experience, First Tech Federal Credit Union
Alignment around cx is the name of the game today. You can complete all of the adhoc cx projects you’d like, but without executive buy-in, an executive budget and a top down acceptance of customer centricity at your organization, you will never be able to move past basic cx strategies and achieve a holistic view of your customer’s journey. Join this session to hear more about how to convince your superiors that cx IS the future. We will be looking at:

• A few lessons learned from evangelizing the “outside-in” perspective
• Waging war on apathy, exposing your gaps and creating a movement
• When “good” simply isn’t enough and being your biggest critic

Alex de la Cruz

VP of Member Experience
First Tech Federal Credit Union
While it may be easy to get some level of c-suite advocacy, convincing your whole company to get onboard for your CX mission might be a bit more involved. 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:

• How to demonstrate the connection between cx and business outcomes
• Methods for encouraging true behavior change vs. just paying lip service to the idea of cx
• Deciding where CX should sit within your organization (centralized or de-centralized) and what level of control you should have over design, marketing and customer service
• Foster continued support by showing a clear connection between CX improvements and business results

Natalie Higgins

Senior Consumer Finance and Customer Experience Vice President
Citizens Bank

Rich Dorfman

VP of Customer Experience
Eastern Bank

Alan Bergstrom

CMO
Community Choice Credit Union

Jim Reitz

SVP, Customer Engagement
OpinionLab, a Verint Company

10:20 AM - 10:40 AM REGULATOR GUEST SPEAKER From Discovery to Prototyping: Best Practices for Instituting Design Thinking

Peter Khanahmadi, Sr. Fellow for Service Design, CFPB Dan Roan, Service Design Product Analyst, CFPB
The methodology of design thinking allows companies to put cx at the heart of their company by using what they know about their customers to design products that make the most sense for them. This method begins customer feedback, involves rounds of customer testing and ultimately is made to customer preference. Join this session with two regulators from the CFPB, who will not only be updating us on their consumer complaints platform, but will be telling us how they redesigned it using customer data. • 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?

Peter Khanahmadi

Sr. Fellow for Service Design
CFPB

Dan Roan

Service Design Product Analyst
CFPB

10:40 AM - 11:20 AM Morning Refreshment & Networking Break In The Solutions Zone



11:20 AM - 11:30 AM CXFS 2016 Benchmarking Study



11:30 AM - 11:55 AM CASE STUDY: Personal Financial Advocacy: How to Design Financial Products to Best Serve Your Customers

Colin Kennedy, Chief Revenue Officer, Clarity Money
• Consumers are overwhelmed and paralyzed by choice and the billions of dollars financial institutions spend to get them to behave in the institutions’ and not their own. Consumers need their own advocate. They want transparency, simplicity and advocacy.
• AI and data science can now do just that and represent one of the biggest trends in consumer finance. Companies like Paribus, acquired by Capital One, have given consumers the benefit of AI and data science in parts of their financial lives.
• To allow consumers to benefit from AI and data science, companies must be very thoughtful about how they share insights with consumers. Behavioral science has matured to a point where it helps greatly here.
• While artificial intelligence (AI), machine learning and data science give companies the ability to create not just a personalized experience for consumers, behavioral science allows us to present the insights in a meaningful way that consumers will action.


Colin Kennedy

Chief Revenue Officer
Clarity Money

11:55 AM - 12:15 PM Case Study REMIX: The Many Faces of An 'Intrapraneur'

Mike Rehorst, Director Client Experience Strategy & Design,, Northwestern Mutual
To build an effective and all-encompassing cx strategy, it must be adopted by all business lines and functions within your organization. But creating this kind of change across a large institution is both daunting and a long process. This change must come from the heads of departments, early adopters and leaders within your organization. Join this session to hear how:

• Creating cultural buy-in requires an internal branding strategy and clear corporate communication tailored to the functions within your organization.
• Creating opportunities for all employees to come together to talk about cx and why its important


Mike Rehorst

Director Client Experience Strategy & Design,
Northwestern Mutual
A siloed company is an unhappy company. Unfortunately that is where most companies within and outside the financial services industry find themselves. 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
• Build relationships with these business partners and department heads in order to understand their priorities and help them understand yours
• Instill the importance of customer experience across the organization with trainings and CX advocates
• Create common objectives and organizational goals

Joyce Clark Sarnacki

EVP, Chief Customer Experience Officer
Bangor Savings Bank

Susan Fabry

Director, Analytics and Insights
Sun Life Financial

Karen Behboudi

VP, Digital Marketing
CI Investments

Valeska O'leary

Director Of User Experience, Web Strategy
Sallie Mae, Inc.

Kishore Siva

SVP & Customer Experience Strategy Lead
Wells Fargo

Dan Simon

CEO
Vested

12:55 PM - 2:00 PM Lunch For All Attendees In The Solutions Zone



Track A: Engaging Employees for CX

2:00 PM - 2:10 PM Chairperson’s Opening Address

If you are interested in chairing this track, please be in touch with Evan Speight at evan.speight@wbresearch.com

Track B: Your CX Toolkit

2:00 PM - 2:10 PM Chairperson’s Opening Address

If you are interested in chairing this track, please be in touch with Evan Speight at evan.speight@wbresearch.com

Track A: Engaging Employees for CX

2:10 PM - 2:15 PM Track Open Mic: What Do You Want to Learn?

Lead by the Chair, this is an open mic about challenges attendees want to address in the themed track. Be sure to meetup after with someone in the room who has an idea to solve it!

Track B: Your CX Toolkit

2:10 PM - 2:15 PM Track Open Mic: What Do You Want to Learn?

Lead by the Chair, this is an open mic about challenges attendees want to address in the themed track. Be sure to meetup after with someone in the room who has an idea to solve it!

Track A: Engaging Employees for CX

2:15 PM - 2:40 PM CASE STUDY: We’re All in This Together! Teaching Your Back Office Employees About the Value of CX

Anne Witherspoon, Senior Vice President, Director of Treasury Management Operations, Client Experience Advocate, Texas Capital Bank
• How to establish training programs on key CX principles that can be taken by any one at the organization • Identify business leaders in various departments to take these trainings first so they can act as ambassadors for customer experience efforts and lead the charge for the rest of the company to get involved • Provide actionable takeaways from these trainings so that those who have gone through it can make new strides for customer experience in their departments right away

Anne Witherspoon

Senior Vice President, Director of Treasury Management Operations, Client Experience Advocate
Texas Capital Bank

Track B: Your CX Toolkit

2:15 PM - 2:40 PM CASE STUDY: Eluding Analysis Paralysis: How to Pull the Trigger on a CX Initiative

Heather Mills, Digital Touchpoints Sr. Analyst, American Family Insurance
The amount of data that comes from your customer can be daunting. In fact, the process of mining through it all and plotting and mapping it can make you freeze in your tracks. Join this session to hear how to: • Overcome the overwhelming nature of data mapping and plotting to figure out what needs to be fixed • Put together a strategy based on those metrics • Follow through with this strategy and continually check in to see how it is going

Heather Mills

Digital Touchpoints Sr. Analyst
American Family Insurance

Track A: Engaging Employees for CX

2:40 PM - 3:10 PM PANEL: Frontline Training: Getting Buy-in from the Face of Your Customer Experience Efforts

Deborah Cornwell, Senior Experience Owner, Property Insurance, USAA Daniel Long, Chief Experience Officer, Newtown Savings Bank Amy Mendenhall, Customer Experience Strategy Vice President, UMB Bank
• Enable your employees in frontline with tools to be focused on CX
• Identify leaders in CX across the organization (call center, in-store, complaints department) and reward them for their efforts
• Providing mentorship and coaching for employees to continually ensure their commitment to your CX efforts


Deborah Cornwell

Senior Experience Owner, Property Insurance
USAA

Daniel Long

Chief Experience Officer
Newtown Savings Bank

Amy Mendenhall

Customer Experience Strategy Vice President
UMB Bank

Track B: Your CX Toolkit

2:40 PM - 3:10 PM CASE STUDY: The Operations Colleague Survey: How Citizens Bank Created an Internal Checks and Balances System

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


Natalie Higgins

Senior Consumer Finance and Customer Experience Vice President
Citizens Bank

3:10 PM - 3:55 PM Afternoon Refreshment & Networking Break In The Solutions Zone



3:55 PM - 5:05 PM Top Challenges Roundtable Discussions

Using the top challenges submitted by your peers during our day one morning ice breaker, these free flow discussions will be your chance to take a deep dive into the specific areas you came to discuss. You will have a chance to participate in two separate 20 minute discussions and tackle two challenges you face in your role head on.


5:10 PM - 6:15 PM Cocktail Reception



6:15 PM - 6:20 PM End of Day Two



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