Wednesday 13th May 2015

13-14 May 2015 | Hotel Russell, London
Wednesday 13th May 2015
07:45 BREAKFAST BUFFET, COFFEE AND REGISTRATION
09:00
OPENING REMARKS FROM THE HOST
Bill Turnbull, BBC Breakfast Presenter
TURNING CUSTOMER EXPERIENCES FROM AVERAGE TO EXCEPTIONAL
09:10 09:35 DIGITAL DISRUPTION, MANAGING CHANGE, TECHNOLOGY AND INNOVATION
TOWARDS A SEAMLESS CUSTOMER EXPERIENCE
•
•
•
•
Why digital disruption offers CX leaders their biggest challenge and opportunity
Keeping up close and personal with today’s hyper-connected customer
Adopting an ‘outside-in’ approach to customer experience design
How to redefine your customer focused support structure to innovate CX
•
Investing in a digital CX reality: Planning for the future
KEYNOTE: WHY TODAY’S CX LEADERS TRULY LOVE THEIR CUSTOMERS:
BEING ‘GOOD’ IS NO LONGER ENOUGH
•
•
•
•
•
10:00 Why will the majority of companies who are ‘good to average’ at CX lose their
share of the market?
How to pinpoint what needs to change: what are you doing right,
wrong and just average
360 customer experiences: begin the task of holistic customer mirroring
Meeting extreme customer expectations: Why delivery is the new battleground
Don’t be satisfied with CX journey satisfaction – go the extra mile
KEYNOTE PLENARY DEBATE: SOLVING THE CUSTOMER SERVICE DILEMMA:
HOW DO YOU MAKE CUSTOMERS HAPPIER, SUPPORT YOUR SERVICES
BETTER... AND CUT COSTS?
What is the CX dilemma? All companies want to build a stronger, faster and more cost
effective customer service operations. Can this a ‘faster, better, or cheaper’ solution be
achieved or should you just pick two, because you can’t get all three at the same time?
Our panel will delve into the investment decisions which are challenging many companies
and will debate the possibility of whether you can deliver on all three counts. Discussion
will be based on own experiences and beset practice solutions to discover if customer
focus initiatives are a bottomless pit or the way forward for growth and increased profits.
+44 (0) 20 8349 4363
www.customerfocuslive.com
DISTRIBUTED WITH
13-14 May 2015 | Hotel Russell, London
10:40 NETWORKING COFFEE BREAK & EXHIBITION
11:00 GUEST KEYNOTE ADDRESS
11:25
CUSTOMER FOCUS GROUPS
RETHINKING OMNI-CHANNEL CONTACT
MANAGEMENT TO BETTER SUPPORT YOUR
CUSTOMER JOURNEYS
Does your omni-channel contact management
strategy reflect and support your customers’
journeys? 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
• Building a seamless omni-channel customer
experience
• Is managing fraud the enemy of customer
services?
• Balancing call centre CX with other channels
and customer touch points
• Big data: getting your customers into the right
hands at the right time
• KPIs for customer service professionals
12:30 ROUNDTABLE TAKEAWAYS: FEEDBACK AND DISCUSSION
12:50
NETWORKING LUNCH
360 CUSTOMER EXPERIENCES: MAKING
MULTICHANNEL A SEAMLESS SUCCESS
THIS TIME IT’S MORE PERSONAL:
SEGMENTATION ACROSS CHANNELS
14:00
14:00 THE RISE OF MULTICHANNEL: COMPETING ACROSS ALL
CUSTOMER TOUCHPOINTS
A CLEARER 360 VISION OF WHAT YOUR CUSTOMERS TRULY VALUE:
TRANSFORMING MOMENTS OF TRUTH INTO LOYALTY
Whilst many companies have embraced
customer experience as a concept, many
brands are struggling with the emerging
relationships across digital channels and
internally. What do companies need to
manage a 360 view?
Thorleif Astrup Hallund, Director of
Customer Experience, Telenor DK
+44 (0) 20 8349 4363
www.customerfocuslive.com
After many false dawns, multichannel is
really with us. The rise in web-initiated
interactions with contact centre agents –
through email, web chat and social media
– has become the new gold standard. The
general move to the website has meant
that increasing numbers of customers are
choosing to stay with that channel if they
need help, rather than use a phone.
DISTRIBUTED WITH
13-14 May 2015 | Hotel Russell, London
14:20 TAKING THE EFFORT OUT OF MULTICHANNEL: PROS AND CONS
•
•
•
How to move your organisation into a
cross-channel world
Building a digital advantage across all
channels: getting two steps ahead
How to recognise and reduce customer
effort in finding what they want is the
critical challenge to delivering outstanding
omni-channel customer engagements
14:45 BUILDING A NON-STOP CUSTOMER EXPERIENCE OPERATIONS MODEL
•
•
•
14:20 MAPPING VOC TO TARGET HIGHER-
VALUE CUSTOMERS
Understanding the new non-linear path to
purchase: from awareness, evaluation to
purchase and retention
Managing content: empowering your
brand content by social media
Creating the omni-channel: one single
channel with multiple touchpoints
delivering the same experience
15:10 WHO WILL WIN IN THE
OMNI-CHANNEL VS
ONLINE LANDSCAPE?
•
•
Caroline Black, Head of Customer Insight,
Standard Life
14:45 CREATING THE OPTIMAL BALANCE OF CUSTOMER SERVICE AND OPERATING COSTS
•
•
•
Intelligent technologies: what are they and
its role in enabling expansion
New models in aligning business
performance with customer contact
Getting a better balance between inbound
and outbound operations
15:10 PANEL: HOW DO YOU ATTRACT
AND MAINTAIN MOTIVATED CUSTOMERS?
Is omni-channel just multichannel done
right – or something more? The new age
of marketing comes with its own evolving
jargon and terminology multichannel and
omni-channel. Omni-channel is made up
every touch points of customers – so how
do you get a seamless experience on all
channels at all times?
15:45 Understanding the service needs of
higher value customers using a customer
led methodology
Diagnosing the drivers of satisfaction,
advocacy and trust
•
•
•
Analysing the training environment, where
can improvements be made?
Defining experience levels, skills,
behaviours and performance metrics that
constitute success
Using new feedback and evaluation
systems to re-define CX levels
AFTERNOON TEA AND NETWORKING
+44 (0) 20 8349 4363
www.customerfocuslive.com
DISTRIBUTED WITH
13-14 May 2015 | Hotel Russell, London
HANDLING CUSTOMER SERVICE
COMPLAINTS
FRONTLINE MULTICHANNEL CALL
CENTRE HEROES
16:15 CASE STUDY: TURNING MULTICHANNEL COMPLAINERS
INTO LOYAL ACTIVISTS
16:15 CASE STUDY: FROM CALL
CENTRE TO CONSUMER ENGAGEMENT HUB
•
•
•
Using complaints to identify what you are
doing well
Turning complaints and poor service into
great customer experiences in the future
Building a process to collect data from
customer interaction for benchmarking
Steve Messenbird, Global Call Centre
Director, Merlin Entertainments Plc
16:40 PREDICTIVE ANALYTICS AND COMPLAINTS PREVENTION
•
•
•
How to use predictive analytics to identify
potential customer dissatisfaction
Setting up a more effective and proactive
way of mitigating complaints
Complaints - reactive feedback from only
a small population of a customer base
17:05 MANAGING COMPLAINTS ACROSS DIFFERENT CHANNELS
•
•
•
Innovative approaches to managing
customer complaints across all channels
Are there just customers who enjoy
complaining and should you manage
them better?
Can all problems be resolved or are there
times to walk away?
•
•
Achieving the holy grail: how can
managers move their call centre
employees from satisfied to going the
extra mile for customers?
Implementing ‘outside- in’ thinking
Anouk Vastert, Global Transformation,
Digital & Marketing Director Customer Care,
Consumer Lifestyle, Philips
16:40 MANAGING CONTACT CENTRE COSTS
AND BECOMING AN EMPLOYER
OF CHOICE
•
•
Techniques for effective management,
recruitment and staff retention
Six key components including how staff
perceive their value, team management,
and team leader training
17:05 CASE STUDY: TRAINING CALL CENTRE STAFF TO BE ‘MAKERS’ NOT ‘BREAKERS’ OF ENGAGEMENT
•
•
Examining strategies for raising the value
and importance of employee engagement
Determining how best to manage, support
and train call centre managers
David Appleby, Planning and MI Design
Specialist, BetClic Everest Group
17:30 SUMMARY OF KEY FINDINGS AND CLOSING REMARKS, DRINKS RECEPTION
19:15
DINNER
+44 (0) 20 8349 4363
www.customerfocuslive.com
DISTRIBUTED WITH
13-14 May 2015 | Hotel Russell, London
Thursday 14th May 2015
07:45 BREAKFAST BUFFET, COFFEE AND REGISTRATION
09:00
WELCOME IN CONFERENCE HALL, HOST’S OPENING REMARKS
RETHINKING FUTURE CUSTOMER EXPERIENCES: GAINING A 20:20 VISION
09:15 RETHINKING THE ROLE OF MARKETING AND CUSTOMER SERVICE LEADERSHIP: THE AGE OF THE ENTREPRENEURIAL CMO
•
•
•
What are the new skills to succeed in marketing today
Understanding the future investment needs of CX cutting-edge technology
Social technology evolution and the price of real-time communication Keith Moor, Chief Marketing Officer, Santander
09:40 HOW TO MEASURE CX ACROSS ALL CHANNELS: PUTTING THE RIGHT KPIs IN PLACE TO WIN YOUR CASE IN THE BOARDROOM
•
Measuring a single touch point vs an entire customer journey
•
Going beyond simple surveys: what are the options in measuring customer experience
•
Measuring emotions: detecting how customers are ‘feeling’ through social media
10:05 ENGAGEMENT INSIGHTS FOR CUSTOMERS AND EMPLOYEES AS
BRAND STAKEHOLDERS
•
Customer loyalty as an emotion bond: How does a well-designed customer
experience strategy triggers emotions that have a positive effect on customer retention
and customer loyalty
•
Measuring how emotions can deliver value: what is the ROI on a positive connection?
•
Benchmarking data from across different customer touch points: Feeding into the
product development process
•
Building services and products from customer feedback: Linking to CRM and loyalty
10:50 NETWORKING COFFEE BREAK & EXHIBITION
11:10 GUEST KEYNOTE ADDRESS
+44 (0) 20 8349 4363
www.customerfocuslive.com
DISTRIBUTED WITH
13-14 May 2015 | Hotel Russell, London
11:30
•
•
•
•
•
ROUNDTABLE DISCUSSIONS
Redesigning your mobile strategy to better support and enhance customer experience objectives
Innovation and designing your website to align with your CX strategy
Loyalty and CRM experiences: pinpointing where to give value added support
Which are the gamification ideas and tools that drive customer engagement?
In pursuit of personalisation: Do customers want a more individual CX or just a fast transaction?
David Collins, Group Marketing Director, Great National Hotels and Resorts
12:30 ROUNDTABLE TAKEAWAYS: FEEDBACK AND DISCUSSION
12:50
NETWORKING LUNCH
EMERGING CHANNELS, INSIGHTS AND
SEAMLESS CUSTOMER EXPERIENCES
TURNING THE VOICE OF THE CUSTOMER
INTO STRATEGY
14:00 CASE STUDY: PUTTING CX INTO
CONTEXT: SOCIAL AND YOUR CUSTOMER JOURNEY
14:00 THE OPTIMUM B2B MARKETING STRATEGY: CREATING A HIGH QUALITY CX AND USING FEEDBACK
•
•
•
Customer experience as the opportunity
to fundamentally transform your business
for the better
Embracing insights across all channels
and reaping the rewards
Develop a holistic 360 comms strategy:
embedding social into your core business
processes to understand your customer
14:20 TRAILBLAZING ON TWITTER: WHAT CONTENT IS REALLY CHANGING CUSTOMER OPINIONS?
•
•
The content and stories which drive
audiences to websites
How can brands avoid misusing hashtags
and what should we be looking out for
now and in the future?
+44 (0) 20 8349 4363
www.customerfocuslive.com
•
•
•
•
Creating a differential advantage through
customer service excellence
Getting full staff ‘buy-in’ and agents’
support in outsourced service levels
Encouraging good and bad feedback
through innovative programmes
Changing compensation and incentives
14:20 CASE STUDY: DIAGNOSING THE
DRIVERS OF SATISFAVTION ADVOCACY AND TRUST
•
Pinpointing the differences between
expectations and internal agreements
Caroline McKinley, Customer Experience
Manager, Royal Bank of Scotland
DISTRIBUTED WITH
13-14 May 2015 | Hotel Russell, London
15:05 NETWORKING TEA BREAK & EXHIBITION
15:20 CASE STUDY: UNDERSTANDING CUSTOMERS BETTER THAN THEY KNOW THEMSELVES
•
•
•
Achieving a single customer view
Getting a better understanding of CX
mind sets at every customer touch point
Using neuroscience and behavioural
analysis and segmentation to improve
your sales and marketing strategy
15:40 TRENDS IN CUSTOMER SHOPPING BEHAVIOUR: BRICKS, CLICKS, AND WHERE NEXT?
•
•
•
Engaging with the omnichannel customer
How to measure the sales impact across
different channels and for product
development
The importance of tablets instore: giving
front line staff the tools they need
16:00 THE FINAL WORD: PRIVACY,
PERSONALISATION, DATA AND CUSTOMER SERVICE
Is customer service is deteriorating
because it focuses on intrusive data
and mapping transactions instead of
relationships. It is disconnected
from the needs of the user?
15:20 CASE STUDY: VOC PROGRAMMES: YOUR KEY TO EMPLOYEE ENGAGEMENT
•
•
Beyond the hype: customer experience
in the customer-orientated service
world we live in today
Examining each different part of the
service that is being delivered to your
customers is via people
15:40 BEST PRACTICE FOR MIGRATING CONTACT CENTRE TO VOICE AND OTHER NEW TECHNOLOGY
•
•
Understanding key challenges and what
you want to achieve before, during and
after implementation
Effective planning to ensure the new
system provides previously unavailable
critical data such as abandonment rates
16:00 THE FINAL WORD: NEW PARAMETERS
IN CREATING THE ULTIMATE CALL CENTRE PROGRAMME
•
•
•
Understanding the training needs of an
agent, current skill levels vs skill needed
Defining the training content
Setting assessment criteria for trainers
16:35 SUMMING UP AND THANK YOU
Bill Turnbull, BBC Breakfast Presenter
16:40
CLOSE OF CONFERENCE
+44 (0) 20 8349 4363
www.customerfocuslive.com
DISTRIBUTED WITH