Agenda
Tuesday May 28
General Breakfast
One Strategy To Rule Them All
Having separate CX, marketing, and digital strategies checks administrative boxes but doesn’t provide the unity necessary for success in the fast-approaching world of boundless, AI-powered commerce. To reach that height, you’ll need one strategy that orchestrates and directs activities to support customer-obsessed growth. In this session, you’ll learn:
- The latest data about how CX, marketing, and digital teams approach strategy.
- Why it’s important to unify these strategies.
- How to start unifying these strategies so that your company can thrive in a world of boundless experiences.
Speakers:
Judy Weader, Principal Analyst, Forrester
Guest Keynote: Empowering Citizens: Service Australia's Customer-Centric Evolution
Join Jarrod Howard, Deputy CEO of Customer Service Delivery Group at Services Australia, as he shares insights into Service Australia’s journey towards becoming customer-focused amidst the evolving landscape of government services during crises since 2020. Discover the challenges faced and successes achieved in delivering trusted services and undertaking a customer-centric transformation.
Speakers:
Jarrod Howard, Deputy CEO, Customer Service Delivery Group, Services Australia
Coffee Break & Networking
Expertly curated by our analysts, these 30-min roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Keep an eye on the attendee communications to secure your spot.
Analyst-Led Roundtable (Registration Required) | How To Earn And Retain Customer Trust
This roundtable session is dedicated to the topic of customer trust and how it affects critical outcomes such as revenue growth and customer loyalty. Based on Forrester’s ‘bold vision’ research “The Trust Imperative” and one of a kind “Customer Trust Index” rating methodology, Forrester analyst and co-author of the methodology Tom Mouhsian will share his insights and experience about how customer trust is measured and successfully applied by the government regulator and the nationwide FSI sector in Singapore. Topics covered will include:
- Customer trust measurement approach.
- Drivers and outcomes of trust.
- How to integrate trust in your organization’s customer strategy.
Speakers:
Tom Mouhsian, Principal Analyst, Forrester
Analyst-Led Roundtable (Registration Required) | Raise Your VoC And CX Measurement Maturity
During this session, you will learn how to take your customer experience (CX) measurement to the next level? This session will discuss:
- How to increase the maturity of your CX measurement and voice-of-the-customer (VoC) programs.
- Proving the value of your programs.
- Overcoming the insights-to-action hurdle.
Speakers:
Riccardo Pasto, Principal Analyst, Forrester
Medallia: Turning Voices into Vision - Creating a Voice of Customer program oriented towards growth
A case study on News Corp Australia’s journey to rebuild the foundation of their Voice of Customer program with a laser focus to drive growth and deepen engagement with new and existing audiences. This case study provides a candid view of the challenges they’ve had to overcome in building maturity and creating strategic value from their Voice of Customer program.
Speakers:
Sabrina Chan, Head of Audience Intelligence, News Corp Australia
Forge Boundless Experiences With Humans + AI
Leaders are rapidly infusing customer experiences, marketing efforts, and digital properties with AI. But winning companies will infuse them with humans + AI, harnessing the power of employees, partners, and customers themselves to create boundless experiences. We’ll discuss:
- Why boundless experiences are replacing traditional customer lifecycles.
- How humans + AI can deliver boundless experiences.
- How to prepare your employees with the right skills to thrive as humans + AI.
Speakers:
Sam Higgins, Principal Analyst, Forrester
Networking Lunch
Expertly curated by our analysts, these 30-min roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Keep an eye on the attendee communications to secure your spot.
Analyst-Led Roundtable (Registration Required) | Designing The Next Generation Digital Customer Service Experiences
Emerging technology will fundamentally alter future customer service experiences, and execs will find themselves facing a myriad of challenges as they navigate this changing landscape. Join this interactive session with Forrester analysts Vasu and Zhi-Ying and your peers to discuss:
- How the future of customer service experiences will evolve.
- How to unlock the true potential of emerging tech (in particular, AI) for your customer service function.
- Industry best practices.
Speakers:
Vasupradha Srinivasan, Principal Analyst, Forrester
Zhi Ying Barry, Principal Analyst, Forrester
Analyst-Led Roundtable (Registration Required) | DBS Bank’s Billion Dollar AI Dream
This roundtable session will focus on how one of the leading banks in Asia leveraged AI/ML to create hundreds of millions of dollars-worth of economic impact in the space of 3 years. Based on a recent case study about DBS Bank (Singapore), Forrester analyst and author of the case study Tom Mouhsian will share how DBS Bank approaches its AI strategy and captures the results in the form of value for its: shareholders, lines of business (LOBs), customers, and employees. Topics covered will include:
- AI/ML capabilities development and deployment.
- Go-to-market approach and customer engagement.
- How to measure and communicate the value of AI to your stakeholders.
Speakers:
Tom Mouhsian, Principal Analyst, Forrester
Advancing Women’s Leadership: Driving Change and Breaking Barriers
Join us for an engaging roundtable session that aims to accelerate progress in promoting women’s leadership. Explore crucial actions required to foster change and advancement in the workplace. Topics covered will include:
- Overcoming the obstacles hindering women’s professional growth
- Cultivating inclusive environments and creating mentorship opportunities
- Leveraging technology to empower women in leadership to amplify their voices
Speakers:
Alisha Coates, VP, Principal Consultant, Forrester
Executive Leadership Exchange (Invite-Only): Exclusive Lunch featuring Q&A with Judy Weader
In this open Q&A session, engage with Forrester Principal Analyst, Judy Weader. Judy will share the latest insights on how to unify your CX, marketing, and digital strategies, enabling your company to flourish in an era defined by boundless experiences. Come with your questions and be ready to share your perspectives on the topic.
Speakers:
Judy Weader, Principal Analyst, Forrester
John Brand, VP, Advisor, Forrester
Qualtrics: Flight Centre uncovers actionable customer insights with Qualtrics AI
Learn how Flight Centre is driving targeted and impactful CX improvements across its business by unlocking deep customer insights using the latest in AI-powered conversational analytics and natural language processing technologies from Qualtrics. See how Flight Centre is rapidly analysing unstructured feedback at scale – categorising millions of sentences with high levels of precision – in order to understand the satisfaction, emotion, intent, and effort behind customer engagements, and how these capabilities are set to pioneer a new era of CX excellence.
Speakers:
Ashley Taylor, Global Voice of the Customer Program Specialist, Flight Centre Travel Group
Vicky Katsabaris, Director of Experience Management Strategy, Qualtrics
Guest Keynote: Safe And Secure By Design
Join Lance Thornswood, Chief Design Officer at National Australia Bank (NAB), as he delves into how NAB leverages design principles alongside emerging technologies to foster trust by keeping customers safe and secure. Discover innovative strategies and insights that drive customer engagement and satisfaction in an increasingly digital world. Safe, secure, speedy and satisfying: you CAN deliver it all.
Speakers:
Lance Thornswood, Chief Design Officer, National Australia Bank
Better Together: CX + Digital + Marketing
For one “boundless experience” strategy to succeed, three critical disciplines must converge in perfect unison to deliver that singular business strategy. Success will spur growth; failure will portend irrelevance in a rapidly evolving, hyper-competitive market. In this session, you will:
- Learn how alignment affects performance and revenue growth.
- Get a clear idea of what successful alignment looks like.
- Hear from business leaders about what worked (and what did not).
Speakers:
Riccardo Pasto, Principal Analyst, Forrester
Susan Kelso, Chief Experience Officer, Beyond Blue
Coffee Break & Networking
Expertly curated by our analysts, these 30-min roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Keep an eye on the attendee communications to secure your spot.
Analyst-Led Roundtable (Registration Required) | Meeting the CX Challenges of 2024
This roundtable session will address the push-pull pressures CX leaders will face in 2024 and how to overcome them. Topics covered will include:
- Forrester’s 2024 predictions on the challenges CX leaders will encounter.
- How genAI will pull CX into the future.
- Traditional approaches that threaten to push organizations back in time.
Speakers:
Judy Weader, Principal Analyst, Forrester
Analyst-Led Roundtable (Registration Required) | Gen AI Implications For Government Service Delivery
During this session, you will learn from your peers how they are approaching the use of generative AI (Gen AI) to support future government service delivery. During the conversation we’ll explore:
- Is Gen AI really useful in a public sector context?
- Where are public sector agencies thinking of applying Gen AI today?
- How might Gen AI change the way public sector agencies deliver services in the future?
Speakers:
Sam Higgins, Principal Analyst, Forrester
Ogilvy One: Designing impactful customer relationships
The global boom in MarTech investment has enabled companies of all types to conduct direct customer relationship marketing. Yet, many organisations have struggled to create differentiation in their customer experience necessitating a better approach to building lasting customer relationships.
In this session you’ll hear about:
- Ogilvy’s Relationship Design methodology, which is led by creativity, powered by data, and supercharged by AI.
- How injecting creativity into the customer experience drives impact and distinction
- Case studies from successful brands such as Mecca, F1, AFL, KFC and more.
Speakers:
Jason Davey, Chief Experience Officer, Ogilvy One
Designing Your AI Customer Service Strategy
Customer service is one of the epicenters of AI deployments in an enterprise and has witnessed adoptable use cases to scale and perform with AI. But there is still an unresolved fundamental issue, that in most cases these are just siloed use cases. Unlocking the true potential of AI for your customer service function needs a strategic thinking and design experiments. Join this session to understand the difference between solving for use cases versus deploying an AI-led customer service strategy, and for recommendations on how to execute a cohesive AI-driven customer experience.
Speakers:
Vasupradha Srinivasan, Principal Analyst, Forrester
2024 Customer-Obsessed Enterprise Award Winner
Forrester’s Customer-Obsessed Enterprise Award celebrates an organization that exemplifies customer obsession by putting the customer at the center of its leadership, strategy, and operations to achieve wins for customers, employees, and the business. This session will share insights from Forrester’s 2024 APAC award winner.
Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Dr. Peter Chow, Chief Executive Officer, IHH Healthcare Singapore
Closing Remarks
Reception
Analyst Coverage Areas
Forrester analysts with coverage spanning across several disciplines will be onsite at the event.