April 23, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments From Chair
    Sue Duris
    Lead Committee Member, CXPA
  • 8:30 AM
    Keynote Address: 360 CX Vision
    Re-think Your CX to Gain Market Share in a Changing World
    Melody Roberts
    CEO, Liv Labs
    Former, Vice President, Customer Experience Innovation, Panera Bread

    Successful organizations are re-examining their CX strategies in a dynamic market. Ensure your CX program enables your customer-facing staff to drive customer experience. Adopt best practices to:

    • Establish a more fully integrated, holistic CX strategy to add value, loyalty and engagement
    • Turn from a reactive to a pro-active CX strategy across mobile, website & social media
    • Implement key lessons in change: How does the brand drive CX?

    Realign your CX initiatives to drive future growth.

  • 9:00 AM
    Panel: Omni-channel
    Meet the Demands of Your 24/7 Always-connected Customers to Remain the Brand of Choice
    Sue Duris
    Lead Committee Member, CXPA
    Joe Whitchurch
    Head of Customer Experience and Innovation – Small Business Card, Capital One
    Biljana Petkovic
    Strategic Planning Advisor, Public Sector
    Ramzi Rahbani
    Senior Manager, Digital Strategy, President's Choice Financial
    Paul Hayward
    Chief Content Integration Officer, Sears Holdings Corporation

    Putting end-users at the centre of your multi-channel CX design can transform your business and achieve that elusive goal of a brilliant experience for every user. Acquire insights from other CX leaders to find your own moments of multichannel truth. Gain insights on:

    • Where and when you miss the opportunity to delight and surprise your customer
    • Which services and products are having the biggest impact
    • How to foster agility and a more robust CX strategy, which facilitates change

    Navigate your multichannel CX journey and be there for your customers across all touchpoints.

  • 9:45 AM
    Industry Expert: Solvvy
    How Atlasssian Powers Long-Term Growth by Elevating CX Strategy
    Chris de Vylder
    Head of Sales Strategy & Operations, Atlassian
    Mahesh Ram
    Founder and CEO, Solvvy

    How a customer grows with a brand has a direct correlation to their post-sale experience. This experience is largely powered by the CX professionals that serve countless customers on any given day.

    Often times, however, there is less emphasis placed on how to grow the customer and more emphasis placed on solving the issues that come into the queue. Some many even argue, once an issue makes it to a CX professional there isn’t an opportunity to recommend an additional service or product (depending on the source of the original complaint).

    What if you could turn your CX operations in a strategic arm of your sales organization? What if CX was an integral part of driving superior lifetime value (LTV) for your business?

    At Atlasssian – the leading provider of software development and collaboration tools – this is exactly what they have done. By leveraging intuitive self-service strategies, they have enhanced their customer experience leading to significant growth – growth often seen in post initial sale.

  • 10:15 AM
    Morning Break
  • 10:45 AM
    Case Study: CIBC
    Build a Service Design Team to Improve Your Customer Experience
    Andrea Chan
    Director of Service Design, CIBC
    Katherine Monteith
    Director of Service Design, CIBC

    When applied effectively, the Service Design methodology has the ability to create meaningful experiences for your customers and drive valuable results for your business. Create an internal service design centre of excellence to improve the quality of your interactions with customers. Get new ideas to:

    • Establish Service Design tools and methods that put the client at the centre of service design and delivery
    • Define an engagement model to partner with other teams to deliver work
    • Create your own project success criteria

    Build your own Service Design team to enhance your organization’s commitment to customer centricity.

  • Driving CX Change
    • 11:15 AM
      Case Study: Setting up a New CX Department
      Lessons on Building a CX Team From Scratch
      Gina Baillie
      Director, Customer Journey Management, World Vision Canada

      Organizational transformation around best practice CX is the start of something new and exciting. Adopt robust and positive team approaches to ensure CX excellence at your organization. Gain insights to:

      • Digitally and socially connect internally to CX
      • Improve internal alignment to compete better together
      • Harness innovation and team empowerment

      Make your CX initiatives a reality by building a customer first organizational culture.

    • 11:45 AM
      International Case Study: Re-designing CX & UX at the Sharp Edge
      Navigate Across Multiple Regions and Diverse Needs in a Tight Deadline
      Nadim Sayed
      Experience Architect, United Nations

      UNICEF operates at the cutting-edge of international CX complexity. With new multichannel and digital staff demands across a fragmented world, budget has been allocated across resources to deliver UX and CX change. Hear how to use tight budgets to:

      • Fast-track a new vision: Aligning needs across diverse content & channels
      • Manage a new project in tight budget and urgent time pressures
      • Put vital measures, security and data analytics into place

      Apply lessons of high-level, agile change in a commercial or non-profit environment.

    Data Analytics
    • 11:15 AM
      Case Study: Big Data
      Navigate Your Data to Develop Impactful Insights
      Sebastian Stoessel
      Big Data and Business Intelligence, Audi of America

      Data and its challenges are not new, yet increasing volume, velocity, and a range of activities continue to present more complications. Ensure key insights at your company are heard above the noise. Discover how to:

      • Use data to prioritize customers and test new products
      • Combine analytics with existing software
      • Produce actionable results

      Collect, share and act upon your customer’s preferences.

    • 11:45 AM
      Case Study: Using Big Data to Drive a True Customer 360 Experience
      Leverage Big Data to Provide Legendary Customer Experiences
      Gabriela Henriques
      Big Data Developer, TD

      Big data has been changing the world in industries ranging from finance to health care to government. When dealing with industries where companies are federated, data has traditionally been segregated. By using big data technologies, we can leverage traditionally segregated customer data into one to provide a 360-degree view of the customer. Learn how to:

      • Combine "soloed" internal and external data towards a true customer 360 view
      • Craft actionable insights from your data to better service customers
      • Apply data to identify new sales opportunities

      Create synergy between your firm’s data intelligence and CX efficiency.

  • 12:15 PM
    Networking Lunch
  • 1:15 PM
    Case Study: LinkedIn
    Realize the Value of Customer Success to Increase Your Customer Lifetime Value
    Perry Monaco
    Head of Customer Success Canada, LinkedIn Canada

    Customer Success adoption is strongest within the SaaS industry but it has value for other industries as well. Become a trusted advisor to your customers to drive recurring revenue.

    • Customer Success as a guiding principal vs. tactical execution
    • Identify and apply the fundamentals of Customer Success
    • Provide support throughout customer lifecycle

    Re-think your current business model to leverage the benefits of Customer Success.

  • 1:45 PM
    Industry Expert: Bridgeable
    Breaking the Transformation Barrier
    Arthur Borkwood
    Head of Customer Development, TTC
    Josh Greenhut
    Strategy Lead, Bridgeable

    Follow the TTC’s journey to overcome the hidden barriers that can thwart large, complex organizations when they attempt to shift focus to customer experience.

    • Bridge the gap between CX strategy and culture change
    • Overcome internal barriers that undermine customer focus
    • Translate CX innovation into employee behaviour

    Learn how to design and embed a values-driven platform for CX at the heart of your organization.

  • 2:15 PM
    Afternoon Break
  • 2:45 PM
    Panel: Silo Busting
    Corporate CX Silos – Identifying Bottlenecks
    Sue Duris
    Lead Committee Member, CXPA
    Keia Cole
    Head of Strategy | Customer Experience Group, MassMutual
    Brent Reynolds
    Chief Customer Experience Officer, Capital One Canada
    Nir Kumar
    Project Lead, Customer Experience Transformation, Bombardier
    Arthur Borkwood
    Head of Customer Development, TTC

    CX fails for several reasons; however, the most commonly quoted reason is the damage caused by siloed business units. Overcome a disjointed view of your customer with a cohesive unit. Hear how to:

    • Discover hidden silos within your own organization
    • Build a culture that embraces change and disruption to unify CX teams
    • Relate internal change to measurable CX success externally

    Bridge silos to deliver a more seamless external customer experience.

  • 3:30 PM
    Afternoon Keynote Address: Driving Diversity Across CX
    Extending the Reach of Employee CX Engagement Programs to Partners and Contractors
    Roger Pugsley
    Director, Customer Service Excellence, Oxford Properties Group

    Employee Engagement is critical to any CX journey. Simply put: Engaged employees offer great customer experiences, disengaged employees don’t. Discover what Oxford is doing to extend their Engagement efforts beyond their own employee base to take their already strong CX program to the next level.

    • How to engage your own employees
    • How do you design an effective contractor team
    • How to empower/enable third party partners to voice your cx message
  • 4:00 PM
    Conference Adjourns to Day Two and Evening Cocktail Reception

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

April 23, 2018
April 24, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments From Chair
    Dolly Konzelmann
    President, Customer Service Professionals Network
  • 8:30 AM
    Opening Address – Driving CX Transformation
    The Blueprint for Driving Customer-centric Change Across Your Organisation
    Jen Rodstrom
    CX Transformist, Temkin Group

    Customers are no longer willing to accept subpar experiences from the companies they work with. Companies that rate only “average” or “good” at CX risk losing their share of the market in an increasingly competitive world. Hear a leading CX professional share The Four Customer Experience Core Competencies that companies must master to drive CX success:

    • Purposeful Leadership: Operate consistently with a clear set of promises
    • Compelling Brand Values: Deliver on your brand promises to customers
    • Employee Engagement: Align employees with the goals of the organisation
    • Customer Connectedness: Infuse customer insight across the organisation

    Prepare your organization to succeed at CX and meet its business goals.

  • 9:00 AM
    Panel: Measuring CX
    Improve Your Metrics to Understand Customer Needs and Improve Future Experiences
    Dolly Konzelmann
    President, Customer Service Professionals Network
    Michael Ruic
    Customer Service, IT Cosmetics, L’Oreal Luxe
    Tanya Kinney
    Performance Optimization and Measurement – Digital Customer Experience, Irving Oil
    Jennifer van der Valk
    Managing Director, Marketing and Digital Strategy, Government of Ontario
    Tyrrell Schmidt
    VP, Global Brand and Customer Experience Officer, TD Bank

    Customer experience measurement is now a mainstream and accepted way of pinpointing what you are doing right – and where you can improve. Improve your responsiveness by anticipating customer needs through data analysis. Generate a plan to:

    • Track customer behaviour across an emerging digital landscape
    • Discover the pros and cons of surveys to measure customer satisfaction
    • Better understanding web analytics from intent to abandoned shopping baskets

    Beat your competition to new growth opportunities using valuable customer insights.

  • 9:45 AM
    Case Study: Wells Fargo & Company
    How to Bridge Engagement Gaps to Improve CX Consistency
    Judy Teeven
    Senior Vice President, Cards and Retail Services, Wells Fargo & Company

    Delivering consistent, strong customer engagement is one of the most common challenges. Bridge this gap through your Customer Journey Mapping around engagement. Identify:

    • The major approaches to bridging the silos of CX experience and engagement
    • Causes of frustration at key moments of customer engagement
    • How to use Customer Journey Mapping to deliver a unified, omni-channel customer experience

    Identify which CX strategies really engage through journey mapping.

  • 10:15 AM
    Industry Expert: TMG International Inc. and Phase 5
    The State of Customer Experience in Canada
    Stephan Sigaud
    EVP Marketing & Development, Phase 5
    John Bardawill
    Founder and Managing Director, TMG International Inc.

    In this session TMG International Inc. and Phase 5 will reveal the results of a study on the state of CX in Canada. The presenters will share best practices and help you determine what your organization needs to do to give consumers the experience they desire and deserve. Attendees will gain insights into:

    • How Canadian organizations perceive the success of their customer experience efforts
    • How Canadian consumers perceive the experience they receive
    • How to close the gap between your organization’s customer experience and customers’ expectations

    Optimize your CX strategy and results by gaining insights from the first study of its kind in Canada.

  • 11:00 AM
    Morning Break
  • 11:30 AM
    Case Study: Shopify
    Employee Engagement: Build CX Culture From the Inside-out
    Amandah Wood
    Employee Experience Specialist & Researcher, Shopify

    Great customer experience starts with building and fostering a customer-focused culture internally. At Shopify the company’s mission is to “Make Commerce Better for Everyone” and empathy for their merchants (customers) is reflected in all internal programming and initiatives.

    • How to build a culture internally around the customer experience
    • Initiatives for uniting customer-facing teams
    • Shortening the distance to the front line for non-customer-facing teams

    Taking a focused and agile approach to CX for staff.

  • 12:00 PM
    Case Study: Toyota Canada
    Build an Online Customer Panel Program That Harnesses VoC to Drive Business Decisions
    Stacey Metcalfe
    VoC Strategy & Planning Manager, Toyota Canada

    Not all customers follow your journey map as planned, and you need to be prepared for this. In this interactive session, you will share and discuss the greatest obstacles facing your organization’s CX strategies. In small groups, explore best practices, innovations, and ideas to:

    • Create the optimum size, opt-in/opt out and survey criteria
    • Plug information gaps in research and help business departments build better strategies
    • Harness your VoC feedback to engineer changes to products, processes and ultimately CX

    Find out how to build the best in class online-panel community for CX data.

  • 12:30 PM
    Networking Lunch
  • 1:45 PM
    Case Study: Scotiabank
    Building Out A Customer Onboarding Journey using Design Thinking
    Tessa Steenstra
    Director, Customer Experience Design, Scotiabank

    A consistent yet personalised onboarding experience continues to produce challenges as customer journey’s often involve multiple channels and touchpoints. Apply the Design Thinking methodology to build out a customer centric framework that addresses the gaps in CX excellence at every touch point and:

    • Ensure a customer focused framework instead of product focused
    • Strengthen your post-purchase experiences
    • Deepen your customer relationships

    Ensure your CX remains a key differentiator across all silos

  • 2:15 PM
    Interactive Session
    Birds of a Feather

    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 digital customer experience. Topics to be discussed include:

    • Personalization
    • Journey mapping
    • Mobile
    • Automation and AI
    • Data analysis

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

  • 2:45 PM
    Afternoon Break
  • 3:15 PM
    Case Study: Gusto 54 Restaurant Group
    Design and Implement a CX Journey That Leads to Long-term Customer Loyalty
    Juanita Dickson
    President, Gusto 54 Restaurant Group

    Customer centricity is the key to designing strong experiences that win the hearts and minds of customers. Retain customers and drive loyalty while staying within a budget by creating a customer centric business model that delivers a consistent transporting experience – every time. In this session, gather practical insights on:

    • Keeping a pulse on customer touchpoints and using each aspect of the journey to drive customer loyalty
    • Enabling, training and rewarding a customer centric culture that leads to consistency
    • Responding to different CX needs by sparking creativity and taking on a pro-active approach when reaching your customer base
    • Key budgeting lessons and technology implications for the future


  • 3:45 PM

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

  • 4:00 PM
    Conference Adjourns
April 24, 2018
April 25, 2018
  • 9:00 AM - 12:00 PM
    Workshop A:
    Accelerating Change Strategies in CX-centric Organizations
    Enzo Augimeri
    Manager, Customer Service, Oakville Hydro
    Corey Atkinson
    Vice President, Learning & Development, Customer Service Professionals

    As organizations grow more operationally complex and more geographically diverse, the most successful are abandoning the old change toolkit in favour of change initiatives that are highly tailored, intensely focused on precise business goals, and internal collaboration. This workshop is for CX professionals from all organizations and industries who want CX change and implementation faster, better, and more successfully. Learn what established leaders in customer experience were doing with great success - long before "cx" was even conceived.

    Participants will learn:

    1. Fake CX trends from real ones
    2. How to make inside out approach to CX work for you
    3. Defining change through your KASH box
    4. Clarifying ambiguity around accountability
  • 1:00 PM - 4:00 PM
    Workshop B:
    Crushing Learning Cultures and Creating Learning Legacies – Using Learning to Innovate, Engage and Demonstrate Employee Value
    Lauren Waldman
    Senior Learning and Development Specialist, Customer Service Professionals Network

    Creating the right customer experience involves equipping your staff with new knowledge and skills. The old ways of learning don't always work. With the advancements in technology that have allowed us to deep dive into how the brain learns, the ways in which we develop, integrate and create organizational learning, is in an evolutionary shift. In this workshop, come along to experience the ways in which you can take training and development from a function, activity or culture and mark it part of your organizational legacy.


    1. Leave with the knowledge of how learning in the corporate environment has, and is evolving, and can be used to motivate, engage and inspire a workforce
    2. Journey through the parts of the brain that are essential for learning and make correlations between those and the way change initiatives and new learning can be delivered
    3. Participate in busting learning myths of the past, and discover the truths that Neuroscience has uncovered about how the brain really learns. Let's innovate the way you think about designing learning experiences.
    4. Be guided through the development of a learning map that grows with your organization and people.
    5. Understand what factors need to be incorporated into your Learning and Development plans.
April 25, 2018

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