Download the full agenda. - Customer Focus Live

07:45 BREAKFAST BUFFET, COFFEE AND REGISTRATION
DAY ONE Wednesday 13th May 2015
09:00 OPENING REMARKS FROM THE CHAIRPERSON
Angela Rippon, OBE, Presenter ‘Rip-Off Britain’ and Reporter, ‘The One Show’
09.05
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KEYNOTE ADDRESS: Creating Value for Customers - challenges and opportunities for years ahead
How McDonald’s is implanting business intelligence right at the heart of business strategy
How to differentiate and create more value for customers
Aligning cross-border disciplines: talking the same language
Why the transition from “Mass McDonald’s” to “My McDonald’s” is of great importance
Why SMART data is better than big data: think big, start small and scale fast
Aart Labee, Director Strategy & Insight, McDonalds Europe Inc
09.30 KEYNOTE: Solving the digital customer service Dilemma: How do you manage transformation to make
customers happier, support your services better … and cut costs?
All companies want to build a stronger, faster and more cost effective customer service operations. Can
digital marketing really become the solution and how does it connect seamlessly with customers 24/7 at
key moments of their brand journey? This presentation will examine how technology is putting
consumers in the driving seat and why this is challenging many companies. We’ll discuss the most
effective ways to make social media connect with your customer more effectively.
Jenny Burns, Group Communications, Brand and Social Media Director, RSA, Winner of PR Week’s
Communications Personality of the Decade 2014
09.55 INSPIRATIONAL SESSION: The world’s largest arts festival in a multi-channel world
 Small budgets, big ideas, huge festival - multichannel marketing: moving the customer from engaged to
attender
 One organisation, one voice, one brand - hundreds of thousands of different experiences - matching
expectation and experience
 One foot in the past, one foot in the future - the move into the digital world and beyond
 Building a digital advantage across all channels: Getting two steps ahead
Elizabeth Burchell, Head of Marketing & Sponsorship, Edinburgh Festival Fringe
Society
10.30 NETWORKING COFFEE BREAK & EXHIBITION
11.10 DISCUSSION LAB: Rethinking Omni-channel contact management to better support your
customer journeys
Does your Omni-channel contact management strategy reflect and support your customers’ journeys? It
has become increasingly difficult to ensure that customer journeys in acquisition, retention and service
are accurately mapped to the myriad of channels now available. This discussion led session will explore
how best to properly align Omni-channel contact management to your customers’ journeys and their
expectations.
James Glasspool, Director of Strategic Marketing, VoltDelta International Ltd
ROUNDTABLE DISCUSSIONS
Taking a fresh approach to data from across the business for better CX programme outcomes
Nigel Cover, VP Business Services, MaritzCX
What innovative ways are you motivating and energizing your internal customer?
Patrick Steed, Champion of Excellence, The inspireMe Group
Measuring the way customers want to engage via mobile channels
Stacy Adams, Vice President, Global Marketing, Mblox
Balancing analytical data to deliver better customer CX: segmentation across channels and customer
touch points
Michael Mortenson, Marketing & Analytics Consultant and PhD Research and Teacher, Loughborough
University
KPIs for customer services professionals: Meeting the challenge of measuring good service
Greg Suligowski CMICS, Head of Customer Experience, Quality and Insight, New Charter
Housing Trust Group
12.20 NETWORKING LUNCH
13.20 GUEST KEYNOTE ADDRESS: Connecting story telling with customer satisfaction
Consumers no longer desire just a product in isolation, they seek the story behind brand and how the
product is created. As a 102 year-old luxury brand, Aston Martin is placing an increasing emphasis on a
personalised experience for its customers as a way of delivering outstanding satisfaction and building
long-term loyalty.
Simon Sproule, Director of Global Marketing and Communications, Aston Martin
Lagonda
13.45 BREAK FOR STREAMS
STREAM ONE: 360 CUSTOMER EXPERIENCES: MAKING MULTICHANNEL A SEAMLESS SUCCESS
CHAIRPERSON: Angela Rippon, OBE, Presenter ‘Rip-Off Britain’ and Reporter, ‘The One Show’
13:50 GUEST CX SESSION: Trailblazing on Twitter: What’s working, what’s connecting with
followers & what content is really changing customer opinions?
 Which content gets followers sharing and the stories which drive audiences to websites
 How to get it right, every time. How can brands avoid misusing hashtags and what should we be looking
out for now and in the future?
 What’s exciting and what are the latest ways brands are innovating on Twitter?
Georgina Parnell, Lead Account Executive, Twitter
14.20 SuperAgent 2020: The Evolution of the Contact Centre
Enghouse Interactive and BT Global Services will explore what the contact centre of 2020 will look like
 What will be the primary role and drivers of the contact centre?
 What will be the communications channels of the future?
 Introducing the “Super Agent – 2020”
 Identifying what technologies will be key to the way that the 2020 contact centre runs?
Steve Kinge, Account Director, Enghouse Interactive
Dr Nicola J. Millard, Head of Customer Insight & Futures, BT Global Services
14:45 MULTICHANNEL SOLUTIONS PRESENTATION: Building a non-stop Customer Experience operations
model: Managing the continuous journey towards excellence
 Understanding the new non-linear path to purchase: from awareness, evaluation to purchase and
retention
 Managing content: Amplifying and empowering your brand content by social media
 Making the journey continuous in the ‘always on’ path towards purchaser
 Creating the omni-channel: one single channel with multiple touchpoints delivering the same experience
Neil Titcomb, Sales Director, Cloud UK&I, Genesys
15.10 PANEL DEBATE: Bricks vs clicks: Does the ‘death of the high street’ mean a poorer customer
relationship?
Susan Aubrey-Cound, Independent Consultant - Brand Strategy, Ecommerce, Marketing, former
Director Multichannel Development, Marks & Spencer plc
David Collins, Group Marketing Director, Great National Hotels and Resorts
Suresh Pillai, Head of Customer Analytics and Insights, eBay
15.45 AFTERNOON TEA AND NETWORKING, COMPETITIONS
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CASE STUDY SESSION: Multichannel complainers: Turning them into loyal advocates
The top best customer complaints: the favourites
Using complaints to identifying what you are doing well
Turning complaints and poor service into great customer experiences in the future
Trying to find bottlenecks, duplications and making steps to rectify them
Joining up the complaint dots across multiple channels
Dr Nurdilek Dalziel, Lecturer, Ifs University College
16:40
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INSIGHT PRESENTATION: Focusing on customer experience and better conversations
How to build a better online destination for 24/7 seamless support
Building self-service communities
Customer data: starting more meaningful conversations
Complaints - reactive feedback from only a small population of a customer base
Being proactive and harnessing technology tools
Nick Peart, Marketing Director, Zendesk
17.05 CASE STUDY SESSION: Managing different complaints across different channels: Is there a difference?
 Why leading companies embracing innovative approaches to managing customer complaints across all
channels
• Are there just customers who enjoy complaining and should you manage them better?
• Social media complainers:
• Are some customers worth losing? The complaint journey, recognising the serial complainer
• Can all problems be resolved or are there times to walk away?
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Joining up the complaint dots across multiple channels
Jonathan James, Head of Customer Services, Cambridge City Council
17.30 SUMMARY OF KEY FINDINGS FROM THE DAY AND CLOSING REMARKS FROM CHAIRPERSON
17:40 NETWORKING DRINKS ‘EXPERIENCE’ RECEPTION
19:15 DINNER
STREAM TWO: THIS TIME IT’S MORE PERSONAL: CUSTOMER SEGMENTATION ACROSS CHANNELS
CHAIRPERSON: Jo Causon, CEO, Institute of Customer Services
13:50
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CASE STUDY PRESENTATION: The rise of multi-channel: Providing channel choice not shift
Examining the rapid take up of technology on resident’s expectations of public services
Is multichannel is really with us now?
How has the move to digital affected the number of customers are choosing to stay on-line if they need
help, whether email, web, web chat or social media
Managing customer expectations for faster response times and growing availability of new channels
How do you manage the change effectively and seamlessly
Dionne Lowndes, Head of Customer Service and Digital Leader, Staffordshire County
Council
14.20 CASE STUDY PRESENTATION: Using a 360 social media ecosystem: Increasing purchasing and retaining
higher value customers
 Understanding social media contact with customers and changing behaviour
 Social media conversations to reach existing and future customers
 Pinpointing the ways to use Facebook to engage with a different type of audience
 Utilising social media for real-time marketing and to build brand awareness
Tania Seif, Head of Social Marketing, Coral
14:45 SOLUTIONS PRESENTATION: Creating the optimal balance of customer service and operating costs:
The Road to Cloud
 Defining your 2015 enterprize servicing priorities
 What are the key business initiatives to consider
 Cloud and customer contact centres: where do you start?
 Cloud adoption: what can cloud do for you and what it can’t
 Implementation do’s and don’ts
Julian Evans, Head of Business Development, Vocalcom UK & Eire
15.10 THE DATA DEBATE: Customer personalization vs privacy: Can we really get the balance between
customer engagement and intrusive alienation
Helen Wilson, Deputy Managing Director, Ipsos MORI
Michael Mortenson, Marketing & Analytics Consultant and PhD Research and Teacher, Loughborough
University
Tania Seif, Head of Social Marketing, Coral
15.45 AFTERNOON TEA AND NETWORKING, COMPETITIONS
16.15 CASE STUDY SESSION: From call center staff to empowered brand visionaries in a multichannel
operational world
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16:40
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Implementing ‘outside- in’ thinking across the company
Social media challenges: complaint volumes and channels
Aligning customer expectations of engagement with an organisation’s strategic goals and performance
Managing change: Moving from an organisation that monitors and responds to staff satisfaction to one
which ‘lives and breathes’ engagement
What cost of investing in call centre and staff capability vs the cost of doing nothing
Jason Roberts, Head of Knowhow Customer Contact Centre, Dixons Carphone Group
MOTIVATIONAL PRESENTATION: Managing contact centre costs and becoming an employer of choice
Techniques for effective contact centre management, recruitment and staff retention
Six key components for effective staff management and retention
Developing work environments that ensure loyalty and reduce costs
Balancing front-line staff performance and incentives in-house
Transforming staff through ‘Sing and Inspire’ motivation and well-being
Getting an internal buy-in and getting results!
Pritesh Patel, Head of Sales Centre, Sky plc
& Kathryn Chivers, Vice President Sales Operations, Firstsource
17.05 INTERNATIONAL CASE STUDY: From management headache to positive advantage: Multi-lingual
contact centres
 Making the change from local to multicultural: not just about language differences
 Strategies for adding value and importance of employee engagement
 Delivering practical tips for managing a multi-lingual contact centre
 The end game: Transformational tactics: Turning problems into a positive advantage
David Appleby, The Callcentre Helper’s Forum Moderator and magazine ‘Agony Uncle’
17.30 SUMMARY OF KEY FINDINGS FROM THE DAY AND CLOSING REMARKS FROM CHAIRPERSON
17:40 NETWORKING DRINKS ‘EXPERIENCE’ RECEPTION
19:15 END OF DAY ONE
DAY TWO Thursday 14th May
07:45 BREAKFAST BUFFET, COFFEE AND REGISTRATION
09:00 OPENING REMARKS FROM THE CHAIRPERSON
Angela Rippon, OBE, Presenter ‘Rip-Off Britain’ and Reporter, ‘The One Show’
09.05 SPECIAL GUEST ADDRESS: Transparency, trust, technology: Innovation and empowering your
internal customer
 Embracing “the innovators”: Lessons from the Google’s culture as their biggest opportunity
 Freedom and defaulting to share: moving from a traditional workforce to transparency and trust
 Keeping up close and personal with today’s hyper-connected customer product needs
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Adopting an ‘inside-out’ approach to customer experience design
Failing faster: if you’re not failing your not growing
What can we all take from Google’s CX and culture: Planning for the future
Ed Parsons, Chief Geospatial Technologists, Google Inc
09.30 KEYNOTE: Vision 2020: Consumer Care fully integrated in Marketing, executing low effort journeys,
driving added value by loyalty and engagement
 The extinction of ‘consumer care’: will the after sales species be gone by 2020?
 Care - Marketing – Care: implementing outside-in thinking across the company
 Consumer Driven Care Journeys and driving change by ‘walking in your customers shoes’
 360 view on our consumer and turning from re-active to pro-active care; mobile, website, social, loyalty
 How to build ‘one’ engagement in a standard organization through “Consumer Engagement Hubs”
Anouk Vastert, Global Transformation, Digital & Marketing Director Consumer Care, Consumer
Lifestyle, Philips
09.55
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CUSTOMER FOCUS LIVE SESSION: Getting ‘Down & Dirty’ with your customers
Understanding the gap between what your brand is promising and the experience that’s being delivered
Uncovering what’s standing in the way of your people delivering a great customer experience
Getting your people on board with what you want the experience to look & feel like for the customer
Demonstrating the attitudes and behaviours that will bring your brand to life for employees AND
customers
Preparing for the toughest of circumstances when it matters most
Showing your people they hold the power of your brand in their hands
Jill Dean, CEO, Brand Biology
10.35 NETWORKING COFFEE BREAK & EXHIBITION
11.10 ROUNDTABLE DISCUSSIONS
Re-designing your organisation to better support and enhance customer experience objectives
Hayley Lewis, Head of Communications and Engagement, London Borough of Croydon
Best practices for multicultural, global contact centres: staff engagement and empowerment
Philip Purdy, Customer and Client Services Manager, Travelzoo
Understanding real-time customer experiences: Pinpointing where to give value added support
Mark Squires, Managing Director, Watermelon Research
Is your take on Big Data only half-right? Getting your data on customers into the right hands at the
right time
John Murray, Freelance Data Science Practioner and Visiting Lecturer, University of Chester
In pursuit of personalization: Do customers want a more individual experience or just a fast
transaction?
David Collins, Group Marketing Director, Great National Hotels and Resorts
Why consolidating legacy and digital customer service channels is key to improving customer
experience
Michael Smith, Co-Founder Appamondo, Technology Service Provider and EMEA Zendesk Partner
12.30 NETWORKING LUNCH
STREAM ONE: EMERGING CHANNELS AND SOCIAL MEDIA CUSTOMER EXPERIENCES
Chairperson: Angela Rippon, OBE, Presenter ‘Rip-Off Britain’ and Reporter, ‘The One Show’
13.30 CASE STUDY ADDRESS: Putting social CX into context: Weaving social into the fabric of your
customer’s journey
 Customer experience as the opportunity to fundamentally transform your business for the better
 Embracing insights across all channels and reaping the rewards
 Removing internal barriers and streamlining communications to allow the sharing of resources, skills and
knowledge
 You in 2015: how will the role will evolve as social becomes a core customer experience strategy
Caroline Black, Head of Customer Insight, Standard Life
14.00 CASE STUDY PRESENTATION: A clearer vision of how your customers are using social media and
transforming moments of truth in social media into loyalty
 Why are so many brands are struggling with the emerging relationships across digital channels and social
media
 What do companies need to become the best at managing social media relationships?
 What is the best way of gaining your colleagues support?
 How do you implement a new social media strategy and include all corporate stakeholders?
Christophe Langlois, Digital & Social Media Strategies, Moller Centre Executive Education
14.30 CUSTOMER INSIGHT FOCUS: Treading the line between risk and better customer engagement using
social media: Keeping without the boundaries of regulation and company guidelines
 What do you customers actually want from instant communications
 When does a question turn into a complaint: identifying and tactics to manage the process
 Taking social media beyond services to brand awareness and keeping it real
 Taboo topics and sensitive engagement: How do you get people to converse at a deeper level
 Understanding what customers are interested in: align to customer insight to brand ethos
Jake Smith, Digital Marketing and Communications Consultant, Former Head of Digital Content, Legal
& General
15.00 THE FINAL WORD DEBATE: Is social media the future of good customer experiences?
Franco Beschizza, Lecturer in Mobile Marketing and Social Media, International Business School
Middlesex University
Lilach Bullock, Co-Founder and Director, Communications Axis
Pete Doyle, Author of ‘Think Twice Tweet Once’ and social media writer
15.30 SUMMING UP AND THANK YOU
15.40 Close of Conference
STREAM TWO: FURTHER INSIGHTS: TURNING THE VOICE OF THE CUSTOMER INTO STRATEGY
Chairman: Philip Hellyer, Senior Consultant, Philip & Finch
13.30
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CASE STUDY ADDRESS: Implementing analytics at EBay: Large scale successful personalisation
The race for personalisational vs contextualisation
Measuring a single touch point vs an entire customer journey
Gauging how well your multichannel services are being received
Putting the right KPIs into place through analytics and data modelling
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Taking the results and making quick and cost effective changes
Suresh Pillai, Head of Customer Analytics and Insights, eBay
14.00 CASE STUDY PRESENTATION: The Future of Customer Experience – Experian & Ipsos Real Time
Customer Experience Programme
• How Experian & Ipsos have developed an insights partnership to change how the business uses customer
feedback
• The development of a sensitive event-driven, real-time feedback solution
• How technology has been an enabler to embed results directly into the business
• The positive impact that real-time feedback is having upon the Customer experience
Caroline McKinley, Research Director, Ipsos Mori
14.30 CASE STUDY SESSION: Voice of the customer programmes: Measuring engagement and driving
improvements
 Can it be measured? Customer engagement, customer satisfaction and customer experience
 Examining each different part of the service that is being delivered to your customers is via people
 KPIs and key measures: getting the right tools in place to know what you and doing right and getting
wrong
 Making customer feedback matter and driving continuous improvements to the customer journey
Manuela Pifani, Head of Customer Strategy & Experience, Direct Line Group
15.00 THE FINAL WORD PANEL: Future customer engagement: Which are the best ways to succeed and the
biggest risks to avoid ?
Georgios Kolovos, Marketing Director, EMEA & APAC, GE Capital International
Dr Julia Wolny, Principal Teaching Fellow in Marketing Southampton Business School
John Murray, Freelance Data Science Practitioner and Visiting Lecturer, University of
Chester
15.30 SUMMING UP AND THANK YOU
15.40 Close of Conference