Customer Experience Strategies West | Detailed Agenda

Opening Address: Marriott Hotels & Resorts

Adopt the Emerging Trend of Creating the ULTIMATE Customer Experience to Differentiate Your Brand

Around the world, customers are expecting and demanding more from businesses and organizations. It is imperative to differentiate your brand in the global marketplace. Take away key strategies on:

• The role of a Customer Experience Officer
• Realizing the power of good experiences
• Evoking the right emotional response for customers to grow an attachment to your brand
• Incorporating experience building into your marketing strategies

Leverage unique, positive experiences to exceed customer expectations and differentiate your organization.

Scott Allison, Vice President of Canadian Operations, Marriott Hotels & Resorts of Canada

Case Study: Translink

Building a Strategic Framework to Improve Customer Experience and Ensure Business Sustainability

TransLink has recently developed a strategic plan to foster a Customer Commitment Philosophy at every stage of their business and achieve "Customer-centric Sustainability." Emulate their success and source strategies on how to:

• Build a customer-focused team that is recognized and accountable
• Identify successful initiatives and determine what is needed to improve customer satisfaction
• Align organizational improvements with operational efficiency to enhance internal effectiveness

Develop a robust model to improve customer satisfaction and support your enterprise vision.

Bob Paddon, Vice President of Customer and Public Engagement, TransLink

Mid-Morning Networking Break

Interact with conference speakers and fellow attendees. Secure new contacts and discuss your ideas!

Case Study: JetBlue Airways

Culture Is Service: Aligning Employee Engagement with Customer Engagement

From data analytics to front-line crew, JetBlue Airways' outstanding service to their customers is built firmly on the belief that what happens on the inside is reflected on the outside. With customer experience being one of its four core corporate strategies, JetBlue will share its story on its inside-out approach to improving service, such as:

• Motivating employees and aligning incentives with customer experience objectives
• Changing the internal perspective of customer experience
• Incorporating customer-centricity in everyone's decisions
• Eliminating barriers to delivering good service and driving organizational performance

Emulate JetBlue's successful engagement model and create the best customer experience from within your organization.

Vicky Stennes, VP Inflight Experience, JetBlue Airways (New York City)

Case Study: Vancity

How to Empower Your Employees as the Driving Force of Your Brand Experience

Through interaction and engagement with members and employees,
Vancity aims to create a brand experience that will truly bring a unique way of doing business to life. Hear the compelling story of how it all started by first "getting the inside onside."

• Enhance your brand engagement through customer research
• Utilize every employee to strengthen brand authenticity
• Ensure that your brand drives the experience you want to create at every touch point
• Get your employees to drive social media activity and become your best ambassadors

Take away crucial insights on how to have your brand "lived" by your employees.

William Azaroff, Director of Digital & Community Engagement, Vancity

Richard Seres, Vice President of Marketing, Vancity

Networking Luncheon

Join the conference speakers and your peers for a relaxing luncheon.

Keynote: Strativity Group

Customer Experience Transformation – The Blueprint to Execution and Profitability

Years of product centricity established certain processes, behaviours and capabilities. This session outlines how to transform your organization, people, process, tools and culture into the new era of customer focus.

• The multi-disciplinary blueprint for customer centricity transformation
• Developing deeper insights of your customers' needs
• Typical pitfalls you absolutely must avoid
• Igniting the power of your employees to create change

Transform cynics into believers, create confidence, and align your organization to complete your transformation.

Michael Starr, Managing Director, Strativity Group, Inc.

Measurement Research Study: BC Stats

Measuring Employee Engagement to Improve Your Customer Experience Along the Service Value Chain

Strong employee engagement is critical to aligning your customer experience vision across department silos. Take away these steps to develop employee capacity for better experience delivery:

• Measure the impact of employee engagement for better strategic planning
• Identify and implement consistent measures of engagement across your organization
• Devise a framework that accommodates variables in experience type

Empower your employees and measure the benefits of improved customer perception.

Angela Matheson, Manager of Research & Development, Surveys & Analysis, BC Stats, Ministry of Labour, Citizens' Services and Open Government, Government of British Columbia

Mid-Afternoon Networking Break

Interact with conference speakers and fellow attendees.

Delivering on Your Marketing Promise through Customer Experience

Collaboration between marketing and client service departments is a fundamental, yet often neglected process in campaign launches. Bridge the divide and deliver what the other promises:

• Ensure the customer experience is factored into marketing messages and promises
• Deliver on the promises made – understanding, buy-in and empowerment
• Decide what needs to be changed – the message or the internal processes

Dawn Marchand, AVP Communications and Brand, Manulife Financial

Case Study: Best Buy Canada

Utilizing Social Media to Revitalize Your Customer Experience through Continuous Employee and Customer Engagement

Twelpforce is the collective online force driven by Best Buy employees who answer all tech-related questions asked with a #twelpforce. Hear their story on how to leverage a real-time engagement platform in the social, digital world.

• Set the right objectives of how social media is incorporated in marketing activities
• Create a strong internal network to encourage employee engagement
• Drive social media's Return on Experience through enhanced visibility and brand perception

Take your customer experience to the next level through strong engagement in social media and participate in a unique, first-of-its kind experimental session where you will interact with Twelpforce in real-time!

Christopher Ian Bennett, Director of Corporate Communications, Government & Community Relations, Best Buy Canada

Evening Social Activities

Cocktail Reception
Sponsored By:

Unwind and mingle with the delegates and speakers at our exclusive end-of-the-day reception. Bring your business cards!

Opening Comments from the Chair

Carol Borghesi, Senior Vice President, Customers First Culture, TELUS (Vancouver)

Case Study: Lululemon Athletica

Leverage Digital Experience Management to Improve Customer Engagement and Strengthen Loyalty

As the digital landscape continues to evolve, it is imperative to keep pace with your customers. Find out how to break into the digital space and transform your online presence into a positive, memorable customer experience.

• Master the strategies of experience management across digital channels
• Avoid common mistakes in the creation of online customer experience
• Explore what makes a positive website experience

Strategize on how to construct compelling experiences that engage customers across all digital channels.

Nancy Richardson, Director of Digital Guest Experiences, Lululemon Athletica

Case Study: Travel Alberta

Connecting Your Brand with Customer Experience to Create Customer Intimacy

In their recently launched multi-platform branding campaign, Travel Alberta focuses on creating connections, experiences, and good memories for their customers. Travel Alberta will share their story of revitalizing their brand from a destination industry point of view.

• Engage customers and stakeholders to build brand awareness
• Drive ROI with multi-channel customer segmentation and research
• Analyze customer values and expectations to maximize satisfaction

Take away practical strategies on how to differentiate your brand and drive revenue.

Royce Chwin, Vice President of Marketing, Travel Alberta

Mid-Morning Networking Break

Interact with conference speakers and fellow attendees. Secure new contacts and discuss your ideas!

Next Generation Customer Experience Management: Measuring Customer Advocacy

From quality measurement to customer satisfaction, value, and loyalty, metrics in customer experience management have evolved over time along with changing market trends. What are the best practices in choosing the right metrics for your company in the current market landscape? In this session, gain critical insights on:

• Aligning customer experience measurement objectives with business performance objectives
• Overcoming key challenges in accountability and relevancy - are metrics helping you prioritize, are you achieving competitive advantage?
• CEM metrics that are sensitive to the impacts of brand favourability and social media on customer
• Ways that all metrics should link to the bottom line

Come away with a solid framework to ensure that your metrics directly align with business performance.

John Morton, President, Market Probe Canada

Networking Luncheon

Join the conference speakers and your peers for a relaxing luncheon.

Mid-Afternoon Networking Break

Interact with conference speakers and fellow attendees.

Case Study: AIRMILES

How to Enable the Optimal Customer Experience at Your Contact Centre

In their pioneering "Customer Experience Blueprint", LoyaltyOne focuses on the fundamental concept of transforming a transaction to an emotional connection. Emulate LoyaltyOne's outstanding success through:

• Making the best use of the enabling technologies to support your contact centre
• Deriving insight and customer value out of the contact centre
• Leveraging on analytics and empower your staff with customer data

Solidify your contact centre vision with the right technology and customer insights at your organization.

Sharon Stines, Associate Director of Operations, AIR MILES Reward Program

Closing Address: VIA Rail

Proactive Service Strategies to Ensure Quality Experience and Improve Your Bottom Line

Forward thinking can make a crucial difference in a competitive landscape. Explore the impact of proactive service on your bottom line and be a thoughtful, customer-ready organization.

• Anticipate customer needs and offer before they ask (or complain)
• Drive personalized experiences while streamlining business processes
• Utilize analytics to identify and resolve issues before they arise
• Ensure timely response and recovery

Leverage key strategies to improve customer satisfaction and operational efficiency at your organization.

Denis Pinsonneault, Chief Customer Experience Officer, VIA Rail