Toronto, ON

Wednesday April 26th &
Thursday April 27th 2017

Program

April 25, 2017
  • 9:00 AM to 12:00 PM
    Citizen-centric Services
    How to Raise the Quality, Deliver Efficiency and Save Costs
    Guy Gordon
    Executive Director, Business Transformation and Technology, Province of Manitoba

    This essential workshop is designed for CX professionals seeking
    to enhance service delivery and increase cost effectiveness.
    Decipher pragmatic solutions to better your ability to meet citizen’s
    needs. Overcome common barriers including legacy systems,
    politics, and culture inertia. Gather insight to:

    1. Build a business case for CX and demonstrate ROI
    2. Involve citizens in decision-making and service design
    3. Provide access via online, mobile, and social channels
    4. Develop employee training and tools
    5. Create infrastructure and facilitate strong culture

    Improve delivery of services to connect citizens and maximize
    your budget.

April 25, 2017
April 26, 2017
  • 7:15 AM
    Registration and Continental Breakfast
  • 8:15 AM
    Opening Comments from Chair
    Dolly Konzelmann
    President, Customer Service Professionals Network
  • 8:30 AM
    Keynote Address: McDonald's
    Douglas Fry
    Director of Guest Experience Strategy, McDonald's Restaurants of Canada
  • 9:00 AM
    Advisory Board Insights Panel: Culture
    Develop a Customer-centric Culture to Empower Your CX Excellence
    Mike Byrom
    Director, Guest Experience, WestJet
    Terry Gardiner
    VP, Customer Experience Enablement, TELUS
    Jessica Cryer
    Strategic Advisor, CSPN

    To be successful in today’s competitive business environment, companies must revolve around the needs and desires of customers.
    Enhance your processes, governance structures, and procedures to embrace a customer-centric culture that will enable you to achieve positive customer-focused outcomes. Raise the bar to:

    • Evoke emotions that surpass customer expectations
    • Realign front line engagement to match your desired CX
    • Empower sales teams to continually exceed expectations
    • Ensure corporate buy in

    Nurture a committed culture to push your CX initiatives forward.

  • 9:45 AM
    Industry Expert: Microsoft
    Helping Others with Customer Experience Starts with Eating Your Own Dog Food
    Kevin Oakes
    Director of Solutions, Hitachi Solutions

    Hitachi Solutions Canada is a consulting firm and systems integrator helping customers from strategy to solution through a portfolio of management consulting, implementation and support services. They have helped over 350 customers with innovative solutions around Enterprise Resource Planning (ERP), Business Intelligence, Portals and Collaboration, Cloud Computing, Custom Development and Integration, Customer Relationship Management (CRM), Application Infrastructure, and Support Services. Part of their success in helping others with their customer experience strategies comes from how they use the solutions they offer themselves from sales through marketing to service. Come learn how Hitachi eats their own dog food to create a strong customer experience.

  • 10:30 AM
    Mid-morning Networking Break
  • Getting Started
    • 11:00 AM
      Case Study: Mountain Equipment Co-op
      Leverage Experiences to Get Ahead of Your Competition in a Highly Competitive Market
      Anne Donohoe
      Chief Marketing Officer, MEC

      As competition continues to rise, companies must differentiate through an extraordinary customer experience. Transform your brand into your platform of excellence to drive growth and capture customer loyalty. Implement processes to:

      • Create tailored one-to-one experiences
      • Equip staff to continuously over deliver on expectations
      • Improve engagement and associated business outcomes

      Enhance experiences to conquer your competition

    Advanced CX Strategies
    • 11:00 AM
      Case Study: Metrolinx
      Incentivize Your Customers to Keep Coming Back and Grow Your Revenues
      Jennifer Vandervalk
      Director of Brand, Marketing, and Creative Services, Metrolinx

      Customers love being rewarded for choosing their favourite brands. Implement a strategy to ensure your business is financially capitalizing on the tendencies of your customers, while enabling world-class experiences. Hear how to:

      • Implement analytics platforms for data mining
      • Apply learning experience design
      • Facilitate strategic priorities and build infrastructure

      Understand your customers and build lifelong relationships.

  • 11:30 AM
    Industry Expert
    How to Measure the ROI of a Voice of the Customer Program
    Chris Vargas
    COO, Surveypal

    The impact your customer feedback is having on your organization is the only thing that matters. Having a 60% survey response rate metric is not a justification for a VoC program; improving NPS, CES or revenue growth through just a 10% survey response rate is.

    • How to measure the monetary value of the indirect benefits from VoC expenditure
    • How direct customer feedback could highlight a potential willingness for an upsell/cross-sell activity
    • How to choose right VoC metrics for your organization

    Make sure your VOC program produces positive ROI

  • 12:00 PM
    Networking Lunch
  • 1:15 PM
    Case Study: Province of Manitoba
    Strategies to Raise the Quality of Your CX while Remaining Efficient
    Guy Gordon
    Executive Director, Business Transformation and Technology, Province of Manitoba

    Quality and cost efficiency do not have to be mutually exclusive in your CX program. Develop pragmatic solutions to better your ability to meet citizen/customer needs. Gather insight to:

    • Involve your users in decision-making and service design to incorporate their needs
    • Provide access via online, mobile, and social channels to your users
    • Maximize your infrastructure and cultivate strong culture to increase engagement

    Improve delivery of your services to connect with your audience and maximize your budget

  • Culture
    • 2:00 PM
      Case Study: Meliá Hotels International
      How to Design a Service Culture That’s Brand Aligned
      Morana Bakula
      VP Customer Experience, Bond Brand Loyalty
      Sara Ranghi
      Global Customer Experience Director, Meliá Hotels International
      Charles MacPherson
      Founder and President, Charles MacPherson Associates Inc.

      A culture is the expression of the brand in human form. To ensure you achieve customer experience differentiation through a brand aligned culture requires looking at the brand, your people and your customers from the inside out and outside in. Take away an action plan to:

      • Design and embed a Service Culture that’s aligned with your brand
      • Engage your customers in helping define your experience differentiation
      • Ensure that your people have the knowledge and motivation to keep the promises you make to your customers

      Differentiate your service through brand alignment.

    Efficiency
    • 2:00 PM
      Case Study: MasterCard
      Use Journey Mapping to Highlight Pain Points and Accelerate Decision Making Within Your Organization
      Nicole Ow
      Vice President Consumer Experience Lead Global Consumer Credit Product Management, Mastercard

      When we think of data we think of numbers but there are CX tools that can augment what we learn from the data to help tell the complete story. Consumer Experience practitioners use Journey Mapping to understand the consumer experience and when it is paired with quantitative metrics, it can be the tool that allows you to move quickly on critical decisions to improve your business before the data starts to tell a different story. Attain insights to:

      • Use Journey Mapping to inform business decisions
      • How to incorporate quantitative and qualitative data into your journeys
      • How Mastercard successfully used Journey Mapping to pivot the experience in Asia Pacific
  • 2:45 PM
    Afternoon Break
  • 3:15 PM
    Industry Expert
    The Amnesiac Customer and the Importance of Emotions
    Paul Pacheco
    Senior Vice President Customer Strategies, Kantar TNS

    It turns out, it’s more important than the perceived quality of – or satisfaction with – the experience itself.
    Walk away with strategies on:

    • The importance of an emotional connection – or lack thereof
    • The relative importance of the rational (performance) and emotional dimensions
    • Risks of the bland and consequences of negative emotional experiences

    Understand the importance of emotions in delivering the optimal customer experience.

  • 4:00 PM
    Case Study: Twitter
    Optimize Omni-channel Experiences to Enhance Customer Touch Points and Expand Your Revenues
    Michelle Slater
    Head of Marketing, Twitter

    Omni-channel integration has evolved from something that was nice to
    do for customers, into something that customers expect. Gauge your
    organizational shortfalls and pinpoint success factors to a

    • Reach your KPI targets
    • Seamlessly integrate new communication channels
    • Expand your strategy to reach all customer types

    Source innovative ideas to expand your customer outreach

  • 4:45 PM
    Reception Introduction: Usability Matters
    Shannah Segal
    Co-founder, Usability Matters

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

  • 5:00 PM
    Evening Reception
April 26, 2017
April 27, 2017
  • 7:45 AM
    Registration and Continental Breakfast
  • 8:15 AM
    Opening Comments from Chair
    Dolly Konzelmann
    President, Customer Service Professionals Network
  • 8:30 AM
    Keynote Address: Temkin Group
    How to Transition Your CX Journey Map into an Actionable Strategy
    Jen Rodstrom
    CX Transformist, Temkin Group

    A customer journey map illustrates the path a consumer takes when
    going through the process of purchasing a good or service. Ensure this
    journey is full of positive emotions and experiences to drive customer
    retention through extraordinary service delivery. Create a roadmap to: or high profile, high stress customer scenarios. Get a behind-the-scenes look to:

    • Identify pain points on your customers journey
    • Integrate touch points to address customer concerns
    • Enable continuous CX improvement

    Incorporate your journey map to be there for your customers when they
    need you most

  • 9:00 AM
    Industry Expert: HGS
    How to Transform Traditional CX Approaches with Design Thinking and Clear Outcomes in Mind
    Andrew Kokes
    Senior Vice President, Global Marketing, HGS

    CX is a forward-looking service, which can be effectively designed
    by working backwards from an end goal. Enable cost efficient
    personalized strategies to get ahead of the curve and stay competitive.
    Strategize to:

    • Manage personalized services
    • Integrate pricing models
    • Allocate budgets for personalized services
    • >

    Transform your CX to develop lifelong customers.

  • 9:30 AM
    Advisory Board Panel: Optimization
    How to Conquer Your Budgetary and Legacy System Restrictions
    Roger Pugsley
    Director, Service Excellence Programs, Oxford Properties Group
    Stephan Sigaud
    SVP, Marketing & Business Development, KANTAR TNS
    Tessa Steenstra
    Director of Customer Experience Design, Scotiabank

    Public and private sectors alike are confronted with immense cost
    reduction pressure while operating within an outdated structure.
    Strategize to ensure high-level CX while working within your
    constraints. Gain insight on:

    • Controlling quality while reducing costs
    • Gaining support to invest in CX initiatives
    • Prioritizing budgets for high investment impact

    Navigate budgets and outdated systems to reach your CX potential.

  • 10:15 AM
    Morning Break
  • 10:45 AM
    Industry Expert - Comarch
    Increase your CX Insights by Incorporating Non-Tangible Interactions
    Sidney Dunn
    Director of Loyalty in the Americas, Comarch

    Intangible data dictates how a program interacts with the customer and makes them a brand ambassador… whether they know it or not. Quantify your customer’s subjective & interactive experiences mean for the brand. Source practical tips to:

    • Create engaging marketing and loyalty program to retain your customers
    • Avoid losing sight of the non-tangible interactions key to your CX strategy
    • Adapt to advances in technology to better listen and quantify your customers

    Evolve beyond purely transactional data driven CX to increase your brand reputation

  • 11:15 AM
    Research: Canada Post’s Neuromarketing Research Findings
    Connecting for Action
    Jennifer Campbell
    GM Influencer Marketing, Canada Post

    Learn how today’s marketers can find new customers and increase the value of existing ones by leveraging the power of physical with digital marketing channels and the role of sequencing in your marketing messages. The latest neuroscience research conducted by Ipsos’ Neuro and Behavioral Science Center shows the impact of integrated campaigns on consumer attention, emotional engagement and brand recall. This presentation will help you:

    • Gain insight into the power of physical and digital integration
    • Discover the role of sequencing of media
    • Be inspired by global case studies highlighting integrated approaches to physical and digital campaigns

    In assessing and amplifying your “integrated” marketing mix, you too can achieve the ultimate objective of inspiring action with customers.

  • 12:00 PM
    Industry Expert: eSSENTIAL Accessibility
    Fixing the Digital Customer Experience for People with Disabilities
    Simon Dermer
    Co-founder and Managing Director, eSSENTIAL Accessibility

    When more than eight in ten people with disabilities have chosen not to give their business to a service provider because of barriers, one of the reasons being poor web accessibility, something’s wrong. Websites are a critical piece in the consumer’s purchase decision, and marketers have a tremendous opportunity to turn a frustrating experience into a delightful one for customer with disabilities. In this session you will:

    • Understand the disability market and what informs consumer decision-making behaviours
    • Learn how assistive technology allows people with disabilities to seamlessly engage with your digital brand
    • See how leading organizations have enhanced the customer experience for people with disabilities
  • 12:30 PM
    Networking Lunch
  • 1:45 PM
    Case Study: Delaware North
    Customer First Impressions Drive Your End to End CX Process to Achieve Extraordinary CX
    Bradly J. Sax
    GuestPath Director, Delaware North

    The first 30 seconds of interaction with a customer has the
    biggest impact on your CX efforts and your customers experience.
    Enhance your strategies at this critical stage of a customer
    encounter to increase your customer satisfaction. Create a
    roadmap to:

    • Optimize the first 30 seconds of interaction to enhance your
      CX results
    • Meet your customer needs throughout the process
    • Increase your knowledge of client psychology to improve
      customer care

    Transform your approach to CX to address all of your customer
    needs from the beginning.

  • 2:30 PM
    Birds of a Feather
    Interactive Session

    Gain insights from your industry peers and benchmark your organization against others in this interactive session. Delegates will be divided into informal discussion groups centred on a variety of topics related to customer experience. Topics to be discussed include:

    • Personalization
    • Journey Mapping
    • Mobile
    • AI
    • Data Analysis

    “Flock together” to brainstorm innovative approaches to your most pressing challenges

  • 3:00 PM
    Networking Break
  • 3:30 PM
    Power Panel: Leadership
    How to Build Strong Leadership and Ensure a Memorable CX
    Michael Moore
    VP Customer Care, Sirius XM
    Dilip Nair
    Senior Director of Customer Service, Aon Hewitt
    Corey Atkinson
    VP of Learning & Development, CSPN

    Leaders have the ability to make or break the success of an organization’s CX strategy. Re-assess your company alignment to guarantee leaders are forging the path to client-centric services. Implement process to:

    • Reorient the whole organization around customers
    • Establish a continuous improvement model
    • Imbue ownership and customer empathy

    Nurture organization alignment to enhance your customer centricity.

  • 4:00 PM
    Case Study: Toronto Police Services
    Implement Real Time Communication Streams to Reduce Your Customer Response Times
    Chris Boddy
    Head of Customer Service Unit, Toronto Police Services

    Social media has emerged as a powerful tool for consumers to voice
    their experiences. Implement real time communication streams to
    ensure you are constantly addressing the needs and desires of your
    customers to maximize your brand’s reputation. Collect ideas to:

    • Empower staff in real time decision making
    • Utilize front line insight to enhance services
    • Derive business intelligence for informed decision-making
  • 4:30 PM
    Start-Stop-Continue

    The afternoon will wrap up with a discussion on what to start, what to
    stop and what to continue doing in your organization.

  • 4:45 PM
    Conference Adjourns
April 27, 2017

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