CXFS 2018

July 10 - 12, 2018

Westin Copley Place, Boston MA


Deborah Cornwell

Executive Director, Senior Experience Owner
Deborah is currently a Senior Experience Owner for Property Insurance at USAA, and recently led the Employee Experience team. She leads a diverse team, across a multitude of disciplines and methodologies, to develop beautiful end to end Experiences. Deborah and her team utilize member and employee feedback as well as user-centered design methodologies to help shape project efforts and collaborate across USAA, partnering closely with stakeholders at all levels.

During Deborah’s fifteen years experience in Financial Services, she has worked on a wide variety of efforts, ranging from Operations and Product Management, to Diversity & Inclusion, as well as Program/Project Management. She also has extensive expertise in Strategic Business Transformations, leading cross-functional teams to the development and execution of strategic roadmaps requiring integration across multiple lines of business and staff agencies. In 2015, she launched USAA’s first gender diversity business group, Elevate, designed to create inclusive opportunities and improve business results through enhanced diversity of thought. Deborah holds a B.S. in Business Administration, as well as an M.B.A. from University of Phoenix. She is an avid world traveler and takes off from San Antonio, TX where she resides with her family.

9:20 AM Case Study: Expectation Setting: Living Up to Your Brand’s Promise

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?

10:10 AM Panel REMIX Part One Where in the World is Your CX Team? A Look at Centralized Vs. Decentralized CX

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? 

Check out the incredible speaker line-up to see who will be joining Deborah.

Download The Latest Agenda