CX Summit North America

Our Robot Friends: Five Themes For Success In Your AI Adventure

Companies across the world are scrambling to develop, build, and deploy generative AI applications — and they need to understand the nuanced roadblocks that can come up along the way. In this talk, we’ll introduce you to five key steps you can take when building your own genAI experiences. Join this session to:

Learn how to choose which models to use.
Understand how to enable your employees to use this technology safely.
Uncover how to think about the customer experience and generative AI.

Speakers:
Rowan Curran, Senior Analyst, Forrester

Panel: Analytically Driven CX Improvement

In the world of analytics, it’s easy to get mired in technical details. But companies regularly face a bevy of people and process challenges that stymie efforts to translate insights into actions that improve CX. This session will provide real-world examples of:

Collaboration across diverse stakeholders to drive action.
Measuring and communicating the ROI of insights.
Prioritizing insights and action.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester
Dr. Brita Andercheck, Chief Data Officer, City of Dallas
Aniket Navalkar, Vice President, Survey & Insights, Advocate Health
Kerry Sette, Vice President of Consumer Research and Insights, Voya Financial
Julie Rickis, Head of Market Research, MassMutual

Are You A Better Boss Than A Bot? Level Up Your Leadership Skills For An AI-Infused World

We (and others) have been saying for years that leaders need to get better at what they do, and that poor leadership leads to poor business outcomes. The sad truth is that most companies still don’t believe it, nor have they invested in a meaningful way in their leaders’ skills. So now we face a new question: If human leaders are mediocre enough, can they be replaced by generative AI? Good leaders can’t, but are you good enough? Attend this session so you can:

Learn what differentiates human leaders from bots (and how smart leaders are leveraging AI to be even better).
Understand (and avoid) the risks of poor leadership in an AI-infused world.
Make a plan to develop the right skills that your leaders need to meet the challenges of tomorrow.

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

Align And Activate For Amazing Experiences

In the battle for market and wallet share, random acts of CX just don’t cut it. Marketing, digital, design, and CX leaders can systematically improve experiences by focusing on collaborative patterns, shared practices, and defined approaches to flexible processes that yield improvements in shared and discipline-centric metrics. You’ll learn:

Why enterprise CX transformation can lose focus.
How to get resources and funding back on track.
How successful organizations deliver.

This session applies to B2C and B2B audiences.

Speakers:
AJ Joplin, Senior Analyst, Forrester

Impact Customer Outcomes With AI-Powered Digital Experiences

Digital business leaders can now deliver enhanced customer value by orienting around customer outcomes across brand ecosystems, rather than task-based experiences. With consumers accessing digital experiences across more digital touchpoints, proliferation of APIs to integrate data and systems across the modern enterprise, and the introduction of copilots built on large language models, businesses need to pivot their digital strategies now to reap the benefits over the next three to five years. This session, baked in market proof points, will help leaders:

Understand digital consumers’ psychology and what truly “removing friction” means.
Envision multibrand intelligent customer journeys to create new value, while capturing additional data.
Leverage existing and emerging technology capabilities to engage, win, and retain consumers.

Speakers:
Chuck Gahun, Principal Analyst, Forrester

No Experience Is The Most Convenient Experience

Invisible experiences are the ultimate loyalty play. They deliver unparalleled value to your customers while increasing their switching costs. Few organizations have the mindset, let alone the alignment, data, and AI competencies, to build a competitive advantage with an invisible experience (IX). Attend this session to:

Understand and assess the benefits of IX to your company.
Inventory the competencies that you must build to deliver IX.
Learn IX best practices.

Speakers:
Joe Stanhope, VP, Principal Analyst, Forrester
Jessica Liu, Principal Analyst, Forrester

Don’t Get Canceled: Overcoming GenAI Consumer Backlash

Like with any new (and misunderstood) technology boasting “life-changing” promises, people are both excited for and skeptical of generative AI. As a result of public perception, consumer backlash against AI is on the rise, with awareness of the tech becoming more pervasive. But brands have a lot of control over how they deploy genAI responsibly in order to enhance the customer experience and preempt a trust disadvantage. During this session, you will:

See the markers for what fuels consumer behavioral backlash over genAI.
Understand the different means and impacts by which consumers react.
Learn proactive ways to advance your genAI strategy without a PR crisis on hand.

Speakers:
Audrey Chee-Read, Principal Analyst, Forrester

12:10 pm – 12:40 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s CX, marketing, and digital technologies and services.

Attend one session:

Acxiom: Feeding The Machine Responsibly: Consent As The Key To Ethical AI

Are you equipped to navigate the complexities of today’s marketing ecosystem, innovate with technology, and make informed decisions? Join this session to understand the role of AI and how to handle it with vigilance and curiosity to build authentic relationships with customers. Learn how to embrace consent, avoid bias, and feed your AI with the right data for the best results. You’ll hear real-world examples of AI in practice — both the successes and the pitfalls to avoid.

Speakers:
Dustin Raney, Director of Identity Innovation, Acxiom
Dave Warfield, Vice President of Sales for the Financial Services sector, Acxiom

Concentrix: Learning From Leaders: Solving Persistent CX Challenges

CX and VOC leaders are under pressure to find solutions to problems that have plagued them for years. Even with the rise of genAI, too many obstacles — from internal silos to disengaged C-suites — continue to hinder forward progress. Join Concentrix and CX leaders from three Fortune 500 brands as they discuss the most pressing issues CX pros are facing and share winning stories that showcase how these leaders have put solutions into action.

Speakers:
Kaitlen Elmore, Sr. Director, Voice of the Customer Programs, Concentrix
Charles Bates, Manager, Business Operations Services (BOS) Customer Care Group, American Honda Finance Corporation (AHFC)
Andy Rieger, Sr. CX Manager, Hill’s Pet Nutrition
Gina Massa, Sr. Director, Voice of the Customer Programs, Concentrix

Fullstory: The Behavioral Data Benchmark: How Do You Compare?

Recently, Fullstory published a market survey to better understand buyer challenges, behaviors, and buying cycles. Join this session to gain a benchmark to compare your digital performance against industry standards, providing a clear snapshot of where you stand and where you can improve. You will also hear about how one of the largest retailers in North America used Fullstory’s data to gain a comprehensive and granular understanding of customers’ experiences without compromising site performance.

Speakers:
Emily Walker, Head of Commercial Customer Success, Fullstory

NICE: AI In Action: Real Results And Innovation In ONE’s CX Strategy

What if you could improve experiences before, during, and after every interaction? With a holistic view of every customer conversation, Open Network Exchange (ONE) transformed its CX strategy. Now, ONE can understand every customer’s needs and actively use this data to improve CSAT, agent experience, operational efficiency, and more. Join us to hear ONE’s results and learn best practices for improving CX with AI at your organization!

Speakers:
Kristie O’Donnell, Director, Product Pre-Sales, Nice

Observe.AI: GenAI-Based Conversation Intelligence With Human-Centric Controls

Businesses are looking to generative AI to analyze contact center interactions, turning unstructured data into insights that drive operational efficiencies in their business. Combining conversation intelligence with genAI enables better customer experience in every interaction. Large language models combined with a human-centered approach can help achieve unparalleled accuracy and smarter interactions that can increase revenue, efficiency, and compliance.

Speakers:
Milind Pansare, VP Product, Observe.AI
Claudia Lee, Sr.Product Manager, Observe.AI

12:50 pm – 1:55 pm CDT

Lunch & Marketplace (In-Person Only)

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Attend one session:

12:55–1:05 pm - Forrester: Align To Accelerate With Forrester Decisions

As a business leader, you’re expected to solve problems, make decisions, and take action to deliver results in record time, day in and day out. Where do those superpowers come from? Come see a demo of how Forrester Decisions helps you deliver strategic outcomes in record time. You’ll walk away knowing your peers’ top priorities and hear how this new, always-on model uniquely aligns you, your team, and your organization to tackle initiatives at scale.

Speakers:
Brigitte Majewski, VP, Research Director, Forrester
Carter McCrory, VP, New Business Sales and Revenue Development, Forrester

1:10–1:20 pm - Forrester: Tap Forrester’s Survey Data to Guide Business Decisions

For more than twenty years, Forrester has surveyed well over 100,000 respondents each year to understand their relationship with brands, digital engagement, and technology usage. The size and scope of this survey effort is second only to the US Census Bureau. But did you know that this data is also readily available to Forrester Decisions clients? Come hear how Forrester’s survey data can power your brand, marketing, and digital strategy decisions.

Speakers:
Christopher Kelley, VP, Research Analytics, Forrester

1:25–1:35 pm - Forrester: Meet Izola, The GenAI Tool For Trusted Answers

GenAI has fundamentally reshaped the way we interact with information. But not all genAI tools are created equal. Come see examples of how Izola, the new genAI tool available in Forrester Decisions, helps you make progress on your top initiatives faster, with trusted answers backed by Forrester’s research, data, and insights.

Speakers:
Doug Washburn, VP, Research Products, Forrester

1:40–1:50 pm - Forrester: Expand Your CX Program Impact  With Certification

It takes time to establish and grow your CX practice, and becoming customer obsessed doesn’t happen overnight. But there are simple ways you can deepen your team and wider organization’s understanding, sharpen skills, and move faster together. Come hear how CX teams large and small used Forrester Certification to gain alignment and expand their CX program impact.

Speakers:
Elisabeth Medaris, Certification Platform and Operations Director, Forrester
Patrick Hayes, Product Manager, Certification, Forrester

12:50 pm – 1:40 pm CDT

12:50-1:40 pm CDT | Lunch & Learn Session (In-Person Only)

This session will have limited capacity and is first come, first served. Lunch will be provided.

Medallia: Maximizing The Impact Of AI In Experience Programs With Medallia

Join us for a lunch and learn session where we’ll explore how life in the fast lane just got even easier by integrating AI — including genAI — into your experience programs. Learn from CX and AI experts about Medallia’s latest genAI features and best practices, including data organization, ethical principles, cautious evaluation, and appropriate usage. Learn how to harness the power of AI to save time, increase loyalty, and enhance analytics while avoiding common pitfalls. Walk away with actionable insights to drive meaningful results and ensure the smooth ride of your AI initiatives.

Speakers:
Hadley Spadaccini, Sr. Product Marketing Manager, AI & Analytics, Medallia
Simon Gough, VP Product Management, Medallia

12:50 pm – 1:45 pm CDT

Networking Lunch: Forrester Women's Leadership Program

Fireside Chat: The Future Is Now: How To Harness AI To Grow And Glow At Work

The TV series “The Jetsons” imagined the world in 2062 and served up visions of a future where cars can fly and robots replace human housekeepers and educators. The recent explosion of AI adoption brings the futurology from the show a little closer to reality. Double standards already exist in who can benefit from AI-powered productivity, validating fears of job replacement or being perceived as less competent for leaning on AI. Many higher education institutions have resorted to heavily restricting or even banning AI tools in education settings. But Dr. Nicole Kendall Arrighi, the assistant dean of teacher education at Tennessee State University and AI Fellow for teacher education, advocates for a more balanced approach. In our fireside chat, we will discuss:

- - Her five-stage learning spectrum for utilizing AI.
  - How to keep AI from removing human connection in education and other workplaces.
  - Best practices for responsibly using AI to create work-life balance and increase productivity.

Speakers:
Emily Collins, VP, Research Director, Forrester
Dr. Nicole Kendall Arrighi, Assistant Dean, Tennessee State University

12:50 pm – 1:45 pm CDT

Executive Leadership Exchange (Invite-Only): Exclusive Lunch With Analyst-Led Topic Tables

Establish connections with like-minded peers and Forrester experts as you trade insights on your approaches to the most pressing topics for B2C marketing, CX, and digital leaders. Topics include leadership, employee engagement, tomorrow’s consumer, AI and digital business strategy, and more.

Leadership: Role of Belonging in Workplace

Speakers:
Jonathan Roberts, Senior Analyst, Forrester

Keys to Improve Employee Engagement

Speakers:
David Johnson, Principal Analyst, Forrester

Leadership: Building Change Resilience with Your Team

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

Tomorrow's Consumer: Behavior and Insights

Speakers:
Audrey Chee-Read, Principal Analyst, Forrester

AI and Digital Business Strategy

Speakers:
Fiona Swerdlow, VP, Research Director, Forrester

AI Alignment And Trust

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester

Alignment is Your Competitive Advantage

Speakers:
Su Doyle, Senior Analyst, Forrester

Leading Through Change

Speakers:
Melissa Parrish, VP, Group Director, Forrester

Governance & Prioritization

Speakers:
Katerina Gryparis, VP, Executive Partner, Forrester

Journey-Centric Transformation

Speakers:
Katy Cobian, VP, Executive Partner, Forrester

2:05 pm – 2:35 pm CDT

Breakout Sessions

Design Your AI Customer Service Strategy

Contact centers have been at the forefront of human-software and human-AI interaction for decades, but we’re only now scratching the surface of what’s possible. Generative AI and other emerging technologies offer new ways to engage with customers, augment agents, and empower operations staff. We’ll discuss:

Strategies for harmonizing humans and AI systems to elevate outcomes.
How companies are driving differentiated customer service experiences.
The evolving significance of humans in an era of increasing automation.

Speakers:
Christina McAllister, Senior Analyst, Forrester

Use Your AI Mojo To Conjure CX ROI

Many companies continue to struggle to demonstrate the ROI of their CX initiatives. Success relies on making linkages between several types of metrics that each describe a unique aspect of customers’ experiences, including their perceptions. Falling survey response rates increasingly challenge organizations’ abilities to draw these linkages. Fortunately, AI brings the opportunity for firms to build these data connections more easily to demonstrate the ROI of strong CX. Attendees of this session will learn how AI:

Captures customer perceptions while avoiding data collection landmines.
Helps companies rely less on perception metrics in modeling customer outcomes.
Will eventually replace the need for extensive survey programs.

Speakers:
Pete Jacques, Principal Analyst, Forrester

The CMO’s Role In Leading AI Adoption

Marketing has spawned many of generative AI’s earliest use cases — from creative ideation and content development to personalization and search optimization. And we’re merely at the starting line of a marathon of possibilities. According to Forrester data, 40% of US-based B2C marketing executives indicated in Q4 2023 that they were exploring genAI use cases. But how do CMOs lead their teams toward integration of this tech into their marketing operations and strategy? And how is this all done in a human-centered way? During this panel, you will:

Hear about marketing leaders’ wins and fails with generative AI.
Learn how to advance genAI from exploration to integration.
Explore what effect the fervor of genAI is having on the CMO’s remit.

Speakers:
Mike Proulx, VP, Research Director, Forrester
Norm Yustin, Partner, Russell Reynolds Associates

Customer-Focused Orgs Are Aligned, Defined, Fluid, And Fast

Think about org structure not as an end state to accomplish but as a lever to pull to create alignment and your expression of customer obsession. Join this session to:

Learn the common factors that make different org models successfully align CX, digital, and marketing functions.
Determine what structure best suits your business using Forrester’s framework.
Inform your strategy with real-world examples.

Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester

When Machines Get Creative

Emerging AI technologies let you design experiences that are more conversational, adaptive, and creative, which makes machines and their software feel more humanlike to users. Of these three new capabilities, creativity — enabled by generative AI — is the most powerful and surprising and requires a new mindset for effective human-machine collaboration. In this session, you’ll learn:

How generative AI is making software creative.
How to design experiences that tap into that creative power while also managing the risks.
What it means for the future of human-machine interaction.

Speakers:
David Truog, VP, Principal Analyst, Forrester

When Machines Are More Empathetic

Empathy helps brands understand their customers and create meaningful experiences that meet customers’ needs. Human-to-human interactions have been at the core of building empathy, but that’s about to change. How can we maintain empathy in a world that’s increasingly becoming AI driven? In this session:

Rethink empathy’s role in an AI-driven world.
Explore how automation can help create empathetic experiences.
Learn about potential risks to avoid.

Speakers:
Senem Guler Biyikli, Analyst, Forrester

Industry Meetup: Government

The Seven Habits Of Highly Trusted Artificial Intelligence

AI has a trust problem. Highly publicized blunders have eroded trust with consumers, while a lack of understanding among business stakeholders shakes confidence and stymies AI adoption. It’s time to bridge this trust gap and realize the full business potential of this transformational set of technologies. In this session, you will:

Learn how to apply the seven levers of trust — accountability, competence, consistency, dependability, empathy, integrity, and transparency — to artificial intelligence.
Discover which levers to pull to create trust with different types of stakeholders.
See how other companies are developing trusted AI.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester

How To Win Friends And Influence People As A CX Leader In Government

Join peers for interactive discussions about the challenges and success stories of showing value of CX programs in government, CX governance, and how to scale CX across organizations.

Speakers:
Judy Weader, Principal Analyst, Forrester
Colleen Fazio, Senior Analyst, Forrester

2:45 pm – 3:15 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions, and insights leveraging the best in today’s CX, marketing, and digital technologies and services.

Attend one session:

Callminer: Calibrating NPS With AI To Really Understand Customers

How can you combine AI and NPS strategies to contribute to a holistic view of the customer and deliver the best possible customer experience every time? Discover how Gant Travel is doing this using AI-powered sentiment analysis derived from customer conversations to bridge the gap between predictive and deterministic NPS. You’ll leave with new insights regarding best practices to understand and share customer intelligence and actionable strategies to enhance your organization’s CX.

Speakers:
Jim Conner, Director of Operations, Gant Travel
M.J. Johnson, Sr Director of Product Marketing , CallMiner

CSG: Navigating The New CX Landscape: Experience-Led Growth

Join us as industry luminaries converge to unveil the transformative currents shaping CX strategies. In this dynamic discussion, we’ll dissect the five pivotal shifts in traditional CX wisdom and provide actionable insights to navigate this evolving paradigm. We’ll move beyond mere buzzwords, equipping you with tangible strategies to thrive in the new CX era. From debunking outdated notions to embracing forward-thinking approaches, we’ll empower you to adapt swiftly to emerging trends. Oh, and buckle up for a fresh perspective on AI that defies expectations.

Speakers:
Mark Smith, SVP of Customer Experience, CSG
Todd Sale, Senior Vice President of Customer Experience, Corpay
Ryan Serpan, United States Head of Consumer Experience Consulting, Blend 360

Fullstory: Chipotle Chips Away at Digital Experience Issues

Speakers:
Jason Wolf, President, Fullstory
Irv Salisbury, Director of Solutions Architecture, Fullstory

Qualtrics: The Truth About Building an Omni-Channel CX Program

Building an omni-channel customer experience (CX) program is no small feat. This session delves into the complexities faced by CX Executives, from aligning strategies to integrating customer touchpoints. Learn the critical importance of tying Contact Center and CX metrics together to drive operational efficiencies. We’ll share real-world examples from Expedia, best practices, and the analytics needed to create seamless, personalized, and holistic customer journeys that boost loyalty and satisfaction.

Speakers:
Brandon Hanson, Global Contact Center CX GTM + Product Marketing, Qualtrics
Victoria Gnatoka, Customer Experience Manager, Expedia

Zoom: AI-Powered Growth: Vensure's Success Story

Learn how Vensure Employer Services deployed AI-powered solutions and high-quality multichannel support with Zoom Contact Center and Zoom Virtual Agent. We’ll delve into Vensure’s selection process and explore how these solutions have accelerated Vensure’s global growth, improved call resolution times, increased first-call resolution rates, and enhanced client care worldwide.

Speakers:
Amy Roberge, Head of Global CX Solutions Engineering, Zoom

3:25 pm – 3:55 pm CDT

Breakout Sessions

Humans + AI Will Make You More Customer-Focused

Just 6% of companies are customer-obsessed today because it’s almost impossibly hard to scale a complete transformation of an enterprise’s leadership, strategy, and operations. But AI + humans can make you more customer-obsessed across your business. We’ll discuss:

How AI is helping customer experience efforts succeed.
How to marry AI with your teams to pull off high-level corporate pivots.
How to execute strategic shifts faster, at scale, and with better customer resonance.

Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester

Capture The Value Of Customer Lifetime Value

Customer lifetime value (CLV) analysis measures the future profitability of customers, providing companies with the ability to gauge the success of CX initiatives and to direct customer investment. Unfortunately, many companies that attempt to calculate CLV struggle to determine the right data and equation for doing so. This session will:

Introduce different models for calculating CLV.
Identify the data necessary for CLV calculation.
Showcase best practices for using CLV to engage with customers.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester
Barbara Lincoln, Director of Customer Satisfaction & Integration, Erie Insurance

Embedding AI? First, Get Your House In Order With Org Effectiveness 

Leading a team is challenging. Managing your projects and deadlines may distract you from the important process of assessing your team’s effectiveness. During this workshop session, executives and team leaders will learn an easy-to-apply model for organizational effectiveness and leave with their own team assessment and action items. In this session:

Gain an actionable model for organizational effectiveness, applicable to any function.
Learn how to assess your team and engage them in a collaborative assessment activity.
Uncover action steps for you and your team to improve their effectiveness.

Speakers:
Betsy Summers, Principal Analyst, Forrester

Optimize Your Tech Stack For Customer Outcomes

Aligned customer-facing functions report higher growth and profitability. But integrating underlying tech stacks is a major hurdle. Forward-looking organizations that harmonize their tech ecosystems position themselves to better understand and respond to customer needs today — and adapt to new AI-driven experiences. In this session, you’ll learn:

Core tenets of a customer-obsessed tech ecosystem.
Techniques to audit your current disparate tech stacks.
Tips for accelerating tech and business alignment.

Speakers:
Colleen Fazio, Senior Analyst, Forrester
Rusty Warner, VP, Principal Analyst, Forrester

Generative AI in Customer Self-Service

Generative AI enables conversations that are both smart and natural — exactly what’s been missing from customer self-service for years. But generative AI alone won’t orchestrate customer interactions across multiple AI solutions and back-end systems. This is where conversational AI comes in. It’s the glue that can turn natural conversations into self-service tools that answer questions, gather information from across the organization, and perform back-end transactions. Conversational AI will also be tasked with making sure that generative AI is targeted, safe, and truthful. In this presentation, you will learn:

How the power of generative AI and large language models will impact customer self-service and the contact center.
What guardrails are needed to protect your customers who interact directly with generative AI solutions.
How organizations can map out a path to revolutionary self-service solutions.

Speakers:
Max Ball, Principal Analyst, Forrester

GenAI Experiences In The Real World

Has there been a topic more discussed than generative AI over the past 18 months? Despite all the hype and talk, not many companies have widely deployed genAI to drive real customer experiences — especially not at scale. In this session, however, we’ll hear from a company that has done just that. In this session, you will learn:

The process of deciding what problems to tackle with genAI.
Lessons gleaned from real-world deployment, including common hurdles and how to overcome them.
What results to expect and how to measure success in customer-facing genAI.

Speakers:
David Truog, VP, Principal Analyst, Forrester
Chris Valleskey, Group Director, Creative Technology, Eversana

Industry Meetup: Financial Services

Privacy Now, Not Later: GenAI Consumer Privacy By Design

Generative AI entices marketers with promises of saved time and optimized outputs. But companies have overlooked critical questions about customer data and consent in their fervor to take advantage of this emerging tech. A “privacy by design” approach helps companies retain consumer trust and avoid the genAI extremes — either experimenting recklessly or blocking the emerging technology outright. Attend this session to:

Understand the principles and benefits of a “privacy by design” approach.
Learn how to pivot from a compliance-focused privacy discussion to a strategic one.
Determine who to collaborate with to assess use cases, risks, and opportunities with the end consumer in mind.

Speakers:
Stephanie Liu, Senior Analyst, Forrester

Identify And Build New Digital Experiences.

What’s next for mobile experiences in banking, wealth management, and insurance? Beyond mobile, what forces are reshaping customers’ experiences? Join your fellow financial services peers to discuss what the future holds and how strategic exploration can give you a competitive advantage.

Speakers:
Peter Wannemacher, Principal Analyst, Forrester

3:25 pm – 4:40 pm CDT

Skill Building Workshop | Storytelling Essentials: Discovering Your Roles, Goals, And Values

Today, attention spans are short, trust in data is low, and your teams are distributed across the globe. So how do you communicate a lasting vision and inspire cohesive alignment? It begins with self-reflection and authenticity — not corporate KPIs. Come to this workshop to:

Learn how to fascinate your audience and motivate them to know, like, and trust you.
Redirect frustration about sensitive topics to focus on policy change, not the persona presenting.
Discover a transition sequence that can replace traditional agendas and inspire audiences to lean in.

Speakers:
Kim Herrington, Senior Analyst, Forrester
Julie Young, Senior Consultant, Forrester

3:55 pm – 4:35 pm CDT

Marketplace Coffee Break & Networking (In-Person Only)

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Attend one session:

4:00–4:10 pm - Qualtrics: Leveraging AI In CX For Personalized Customer Journeys

In today’s digital age, customers expect a seamless and consistent experience across all channels when interacting with a brand. AI will play a critical role in driving personalization at scale. We’ll explore the connection between AI, customer experience, and your technology stack. Through real-world examples and best practices from industry leaders, we will discuss how organizations can integrate their customer touchpoints to create personalized and holistic experiences that drive increased customer lifetime value.

Speakers:
Manesha Powar, Head of Product Management, Qualtrics

4:15–4:25 pm - Genesys: Art Of The Possible With AI-Powered Strategies

Join us as we journey through the evolving landscape of AI and its profound impact on customer and employee experiences. We’ll explore AI-powered strategies designed to bridge the gap between expectation and reality, discovering how businesses can fast-track growth while treading carefully in this evolving landscape. Gain insights to navigate this transformative journey, ensuring alignment with consumer demands and market dynamics. Explore how AI can uncover new opportunities, enhance customer experiences, and drive operational excellence.

Speakers:
Brett Wiegl, SVP Product Management, AI, Genesys

4:00 pm – 4:30 pm CDT

Executive Leadership Exchange (Invite-Only): Organizational Effectiveness Workshop

One key that executives can use to unlock success is to sharpen organizational effectiveness. In this working session, principal analyst Betsy Summers will share a framework to evaluate how you are working, where you are winning, and what you should focus on to accelerate results.

Speakers:
Betsy Summers, Principal Analyst, Forrester

4:05 pm – 4:35 pm CDT

Analyst-Led Roundtable

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. Registration required.

Will AI Agents Steal My Job?

Explore how to productively coexist and collaborate with your machine team counterparts

Speakers:
Mike Proulx, VP, Research Director, Forrester

Personalization: One-Size-Never-Fits-All

Details coming soon.

Speakers:
Zeid Khater, Analyst, Forrester

4:40 pm – 5:10 pm CDT

Keynote: Introducing Your Future AI Consumer

Forget robots and machines — the future consumer will be an AI copy of you. As AI integrates into our daily lives, businesses will need to account for a new demographic. This is critical — while consumers may have a shallow understanding of AI, their actions hint at a different story. In this session:

Understand the latest data on how consumers engage with AI (specifically, generative AI).
Learn about the evolving relationship between brands and consumers in the world of AI.
Meet your AI consumer of the future.

Speakers:
Audrey Chee-Read, Principal Analyst, Forrester

5:15 pm – 5:45 pm CDT

Keynote: 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 North American award winner.

Speakers:
Sharyn Leaver, Chief Research Officer, Forrester
Abhii Parakh, Vice President, Head of Enterprise Experience, Prudential Financial
Hema Widhani, Chief Digital and Marketing Officer, Prudential
Carolynn Smith, Vice President, Head of USB Service, Prudential

5:45 pm – 6:45 pm CDT

Reception

Join us for refreshments and light appetizers. All registered attendees are welcome.

6:30 pm – 8:30 pm CDT

Executive Leadership Exchange (Invite-Only): Exclusive Dinner

Join us for a relaxing dinner and bond with peers as you share insights from Day 1 and look ahead to the rest of the conference.

Wednesday Jun 19

8:30 am – 9:30 am CDT

Forrester Diversity & Inclusion Breakfast

Please join us at the Diversity & Inclusion Breakfast, hosted by Forrester’s director of D&I. This event is designed to create an intentional space for meaningful networking and connection building. Whether you identify as a member of an underrepresented group or are simply eager to help build an inclusive community within your industry, this breakfast is for you. Come foster relationships that can lead to lasting connections beyond CX Summit.

Special gift from The Black Candle Company.

Speakers:
Fadjanie Cadet, Director, Diversity & Inclusion, Forrester
Kim Herrington, Senior Analyst, Forrester
Jonathan Roberts, Senior Analyst, Forrester

8:30 am – 9:30 am CDT

General Breakfast

9:30 am – 9:40 am CDT

Welcome Back

Speakers:
Rick Parrish, VP, Research Director, Forrester

9:40 am – 10:10 am CDT

Keynote: 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

10:15 am – 10:45 am CDT

Keynote Panel: Forrester’s 2024 Customer-Obsessed Leadership Award Winners

Forrester’s 2024 Customer-Obsessed Leadership Award recognizes senior leaders who exemplify customer obsession. Join us in speaking with Forrester’s 2024 Leadership Award winners so you can:

Gain insights into how these leaders put customers at the heart of their business.
Apply a customer-obsessed mindset to your own initiatives and your organization.
Align across your organization to put the customer at the center of everyone’s work.

Speakers:
Jen Sanning, Executive Partner, Forrester
Jon Freier, President of Consumer Group, T-Mobile
Jill Pavlovich, Senior Vice-President of Digital Shopping Experiences, Albertsons Companies

10:50 am – 11:35 am CDT

Marketplace Coffee Break & Coffee Chat (In-Person Only)

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Attend one session:

10:55–11:05 am - NICE: Transforming Customer Experience With NICE Enlighten Suite

NICE Enlighten Suite revolutionizes customer experience management with its trio of powerful solutions: Enlighten CoPilot, Autopilot Knowledge, and Enlighten Actions. CoPilot empowers contact center agents with real-time guidance and insights, while Autopilot Knowledge automates knowledge management with AI-driven content creation and curation. Enlighten Actions orchestrates seamless omnichannel engagement, ensuring consistent and personalized experiences across all touchpoints. Together, these solutions drive enhanced customer satisfaction, increased agent productivity, and improved operational efficiency, enabling businesses to thrive in today’s competitive landscape.

Speakers:
Jason Schoch, Pre-Sales Engineer, NICE

11:10–11:20 am - CSG: Targeting Customer Experience "Paper Cuts" For Quick Wins

In today’s competitive landscape, where 64% of customers prioritize speed alongside price, achieving extraordinary CX requires a strategic focus on the everyday moments that matter. While grand gestures have their place, it’s the swift and seamless experiences that often win the day. But how can you start realizing measurable success in mere months, rather than years? Join CSG’s spotlight session to discover how to achieve rapid wins by targeting small, often overlooked “paper cuts” in the customer journey that can yield big, immediate results. Learn how to identify and optimize microjourneys — lasting mere seconds but yielding lasting growth. In this session, uncover industry best practices for swiftly leveraging prebuilt customer journeys that seamlessly integrate with your existing systems. Gain the expertise needed to zero in on the simple moments that truly resonate with your customers.

Speakers:
Brandon Sailors, Vice President, CX Strategic Accounts, CSG

11:25–11:35 am - FullStory: Behavioral Data: Outpace The Competition And Ensure Customer Satisfaction

Businesses need to predict what customers want and create personalized experiences to gain a competitive advantage and drive revenue. They need to deliver customized, tailored interactions that increase customer acquisition, improve loyalty, and increase satisfaction. Join Fullstory’s Phil Simpson to learn how data and CX teams can work harmoniously together to automate the data collection process, uncover the behavioral context behind customer action, and deliver next-level personalization.

Speakers:
Phil Simpson, SVP Global Sales, FullStory

11:00 am – 11:30 am CDT

Executive Leadership Exchange (Invite-Only): Q&A With 2024 Customer-Obsessed Leadership Winners

Even those who have successfully stepped up their organizations over the past two years have rightly asked if they have what it takes to continue doing so in 2024. This session will allow participants to engage in a Q&A session with a panel of recognized customer-obsessed leaders. Come with your questions and your perspective on what it takes to lead in 2024.

11:00 am – 11:30 am CDT

Analyst-Led Roundtable

Wait, We’re Still Human, Right?

Join me for an “ask me anything” session about all things talent and people management in the age of AI.

Speakers:
Betsy Summers, Principal Analyst, Forrester

AI: You can avoid the “Frankenstack"

How can you avoid the “Frankenstack” to build an integrated martech ecosystem aligned with your customer obsession strategy?

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

11:00 am – 12:15 pm CDT

Skill Building Workshop | Learn How To Facilitate Workshops That Get Results

Are you struggling to “get everyone on the same page”? Do you find yourself going from person to person to get consensus on ideas? Or worst of all, are you at a loss for how to manage the loudest people in the room when you finally bring everyone together in a workshop? Fear not! There’s hope:

Learn how to design workshops that move teams from questions to action.
Facilitate productive collaboration and alignment, no matter how many people are involved.
Leverage key facilitation methods and principles to create a workshop prototype.

Speakers:
AJ Joplin, Senior Analyst, Forrester

11:35 am – 12:20 pm CDT

Breakout Sessions + Ask An Expert

The Algorithm Of You: Meet Your Digital Double

Algorithms dictate much of our digital experiences, such as the search results we see, the products we find, the messages we receive, and the ads we’re served. Traditionally, algorithms are deployed by companies and geared toward corporate objectives: revenue, clicks, views, and so on. What if you could build an AI agent that tuned algorithms to your specific goals and needs instead? Enter your digital double. Join this session to learn:

How your digital double will combat the algopocalypse and make customer-driven personalization a reality.
How the rise of digital doubles will benefit brands.
What the future holds for the digital double.

Speakers:
Stephanie Liu, Senior Analyst, Forrester

Embrace The Three Pillars Of Personalization And A Measurement Plan

Consumer personalization requires strategy, data, and technology. Companies are vocal about data challenges and immediately look to technology for solutions — but they require a sound strategy first. And a defined measurement plan must follow. In this session:

Differentiate between consumer needs vs. company objectives.
Adopt a strategy, data, and technology framework to approach consumer personalization.
Measure personalization efforts across the organization.

Speakers:
Jessica Liu, Principal Analyst, Forrester

Panel: Unlocking GenAI For CX Transformation

What does it take to translate AI hype into customer value? In this panel-style session, industry experts will share how they are embracing emerging tech on the path to customer obsession. Learn how these real-world CX leaders have:

Integrated generative AI into their 2024 CX initiatives.
Overcome common obstacles of genAI adoption.
Adapted their leadership styles for sustained culture change.

Speakers:
Katy Cobian, VP, Executive Partner, Forrester
Abhii Parakh, Vice President, Head of Enterprise Experience, Prudential Financial
Aniket Navalkar, Vice President, Survey & Insights, Advocate Health

How To Align Metrics To Drive Business Value

Leaders understand that aligning their team’s work to organizational goals is the path to success. Yet many still fail to be truly effective when driving performance. Where do they fall short? CX, digital, and marketing teams have different approaches to metrics that sometimes conflict with one another. This session will equip attendees to:

Evaluate current measurement strategies to pinpoint incongruency.
Identify common metrics across teams that drive alignment.
Ensure that shared metrics drive business outcomes/ROI.

Speakers:
Pete Jacques, Principal Analyst, Forrester

The AI Solutions That Are Transforming Retail

Retail is one of the world’s most competitive industries — low barriers to entry, fickle shoppers, and heavy marketing costs are all factors. For decades, retailers have deployed machine learning to improve their inventory levels, set prices, and personalize promotions to effectively compete. In this session, attendees will learn about:

The new applications of AI that retailers have found effective.
Generative AI deployments that retailers have already launched and their effectiveness.
What all consumer-facing businesses can learn from live retail deployments of AI.

Speakers:
Sucharita Kodali, VP, Principal Analyst, Forrester
Tom Hutchins, Vice President - Technology Governance, Strategy & Business Operations, Tractor Supply

Let’s Dissect Real Chatbot Experiences

Many companies have self-service chatbots or interactive virtual assistants for customers and prospects, but most of them offer bad experiences that frustrate customers so much that they walk away from the brand. In this session, we’ll examine real-world chatbots, highlighting some best practices and identifying some mistakes that can be avoided by applying effective design principles. In this session, you will learn:

Best practices for conversation design to help increase the value of your self-service offerings.
Some common design mistakes that get in the way of good customer experiences.
Ideas on how generative AI and other new technologies will help you take customer self-service to the next level.

Speakers:
David Truog, VP, Principal Analyst, Forrester
Max Ball, Principal Analyst, Forrester

Industry Meetup: Healthcare

Engage Consumers With AI-Integrated Creativity

Generative AI adds new speed, insights, and experiences to the creative process. Various solution providers, including Amazon Ads, help advertisers realize generative AI’s upside. During this session, you will:

Learn how Amazon Ads’ customers apply generative AI to the creative process.
Understand how generative AI fits in the broader context of AI’s impacts on advertising.
Discover best practices for AI-integrated creativity.

Speakers:
Nikhil Lai, Senior Analyst, Forrester
Guy Friedel, Head of Creative Building, Amazon Ads

Navigating The Digital Future Of Healthcare

In today’s rapidly evolving landscape, healthcare is undergoing a profound digital revolution. As we look ahead, it’s crucial to understand the key trends and data shaping the future of healthcare customer experiences. Join your fellow healthcare industry peers to explore the forces influencing customer expectations and share stories of success and learning.

Speakers:
Arielle Trzcinski, Principal Analyst, Forrester

12:30 pm – 1:00 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions, and insights leveraging the best in today’s CX, marketing, and digital technologies and services.

Attend one session:

Bynder™: Bynder DAM Fueling Content Growth At Hensel Phelps

For Hensel Phelps, delivering an exceptional customer experience is rooted in data integrity, integrating the martech stack, and brand consistency across touchpoints. Join this session with Heather Ward, marketing and communications director, to hear how Hensel Phelps deploys Bynder’s digital asset management (DAM) platform enterprisewide to deliver exceptional content to its customers. Rooted in a strategy to support billion-dollar growth, the DAM at Hensel Phelps is transforming how content is created, managed, and delivered at scale.

Speakers:
Brian Kavanaugh, Director, Global Field & Customer Marketing, Bynder
Heather Ward, Director of Marketing , Hensel Phelps

Calendly: How Docusign Accelerates Customer Value With Automation

Docusign will share its customer success team’s approach to automation, resulting in customers seeing value from the digital signature company three to five days faster and a 20% increase in the internal team’s billable utilization. From onboarding to renewals, every phase of the meeting experience is fundamental in the team’s ability to deliver greater value across the customer journey. And yet, research says that one in four workers waste 3 to 4 hours a week on scheduling alone. Learn how your team can use scheduling automation to engage customers more strategically and seamlessly while establishing an internal culture of efficiency and flexibility.

Speakers:
Brad Thomas, Senior Customer Onboarding Program Manager, Docusign
Joel Knight, Head of Customer Success, Calendly

Genesys: Harnessing The Power Of Genesys AI

Join us for an insightful fireside chat where we delve into the real-world experiences of how Lighthouse Works and Unisys are utilizing Genesys AI capabilities. Discover how Genesys AI has transformed their operations, enhanced efficiency, and driven innovation. This discussion will offer valuable insights and practical examples of our platform’s capabilities in action, providing a deeper understanding of its impact and potential.

Speakers:
Brett Wiegl, SVP Product Management, AI, Genesys
Aron Meyer, Portfolio Management | Digital Workplace Solutions, Unisys
Kyle Johnson, President & CEO, Lighthouse Works

IntouchCX: Leveraging AI & Automation to Empower The Agent and Customer Experience

AI and automation in the contact center is not a new concept, but how it’s used and managed is the key to its success. IntouchCX with its IntouchAI framework has incorporated automation into several notable client programs, each with their own unique tech stacks and methods. Overcoming implementation obstacles such as InfoSec approval or data exposure can be barriers to success. Join IntouchCX for an in-depth exploration of several impressive client examples where strategic technology design, empowered agents, and rising CSAT are all at play.

Speakers:
Chris Wallace, SVP, Global Growth, IntouchCX
Jeff Fettes, Founder, IntouchCX

Thematic: Fast And Flexible: How Research At DoorDash Delivers More With Less

Just like with CX teams, the halcyon days that research teams enjoyed before the pandemic are a distant memory. Tech sector teams saw headcount reductions, slashed budgets, and were asked to do more, faster, with less. Leading up to and through these turbulent times, DoorDash’s research organization adapted with a multipronged approach to deliver the insights and data the rapidly growing organization needed. Building for a scrappy, flexible, fast new world has taken a combination of reorganization, democratization, process, and tools (like Thematic). Learn how the strategy, framework, and critical learnings have borne fruit in the past year.

Speakers:
Zach Schendel, Head of Research, DoorDash

1:10 pm – 2:15 pm CDT

Lunch & Marketplace (In-Person Only)

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Attend one session:

1:20–1:30 pm - Cognigy: CX Snapshot: What Is The AI Workforce Of The Future?

Enterprises are under pressure to deliver next-gen customer service experiences, and as a result, many are turning to AI agents powered by generative and conversational AI. Take a 10-minute illuminating journey through the intersection of AI and real-world challenges from the lens of Forrester Wave Leader, Cognigy. Hear real-world stories about how AI is catapulting ROI, transforming CX, and forming the AI workforce of the future.

Speakers:
Kelly Zunker, Conversational AI Consultant, Cognigy

1:35–1:45pm - Forrester: Align To Accelerate With Forrester Decisions

Speakers:
Brigitte Majewski, VP, Research Director, Forrester
Carter McCrory, VP, New Business Sales and Revenue Development, Forrester

1:50–2:00 pm - Forrester: Tap Forrester’s Survey Data To Guide Business Decisions

Speakers:
Christopher Kelley, VP, Research Analytics, Forrester

2:05–2:15pm - Forrester: Meet Izola, The GenAI Tool For Trusted Answers

GenAI has fundamentally reshaped the way we interact with information. But not all genAI tools are created equal. Come see examples of how Izola, the new genAI tool available via Forrester Decisions, helps you make progress on your top initiatives faster, with trusted answers backed by Forrester’s research, data, and insights.

Speakers:
Doug Washburn, VP, Research Products, Forrester

1:10 pm – 2:00 pm CDT

Lunch & Learn Session (In-Person Only)

This session will have limited capacity and is first come, first served. Lunch will be provided.

Attend one session:

FullStory: An Expert's Guide To Proactive Monitoring And Optimization

Join our lunch-and-learn with Fullstory’s director of solutions architecture as he shares actionable strategies to improve digital user experiences. Irv will discuss methods for proactive monitoring, effective conversion analysis, and resolving user interface issues. Learn to identify and address friction points through real-time data analytics and behavioral metrics like network errors and click patterns. This session is ideal for those looking to optimize their platforms for better user engagement and business outcomes.

Speakers:
Irv Salisbury, Director of Solutions Architecture, Fullstory

Medallia: Unlock Orchestration With AT&T, Deloitte, & Agile Brand

Join a lively panel discussion led by Medallia where we’ll delve into innovative ways to capture and leverage the full spectrum of customer and employee feedback — direct, indirect, and inferred. Learn how to activate experience signals into real-time orchestrated experiences that transform your engagement strategy. Imagine a customer’s frustration with a product seamlessly leading to a personalized support offer. We’ll explore how to make this a reality using data-driven insights from your omnichannel feedback program. Discover how to leverage every interaction to:

Deepen customer affinity. Understand what truly drives customer loyalty and use it to create personalized experiences that keep them coming back for more.
Empower your workforce. Motivate employees by helping them more easily understand customer intent, leading to better service and higher satisfaction.

This session is for you if you want to:

Gain a competitive edge through superior customer and employee experiences.
Translate feedback into actionable insights for real-time orchestration of your CX program.
Drive measurable and directly attributable results in engagement and satisfaction.

Speakers:
Sulabh Saxena, Director of Technology, AT&T
Greg Kihlstrom, Consultant & Advisor, The Agile Brand
Tim Greulich, Managing Director, Deloitte Digital
Steve Loyka, Principal CX Advisor, Medallia

1:10 pm – 2:00 pm CDT

Executive Leadership Exchange (Invite-Only): Networking Lunch | Turning Insight Into Leadership

In this working session, analyst Angelina Gennis will facilitate an executive peer exchange of takeaways, ideas, and next steps to activate learnings from CX Summit. Learn how to lead and intentionally create a culture that elevates individual, team, and organizational outcomes.

Speakers:
Angelina Gennis, Senior Analyst, Forrester

1:10 pm – 2:15 pm CDT

Lunch (Invite-Only): Certification Program Wrap-Up

Join your peers to reflect on the program and discuss key takeaways. Put the finishing touches on your workbook and submit it during this lunch.

2:25 pm – 3:10 pm CDT

Breakout Sessions + Ask An Expert

Generate Real Value With GenAI

With all of the excitement and attention around generative AI, many folks wanting to adopt it are finding a dearth of real-life examples of genAI generating value. Join this session for a discussion about the practicalities of how to measure the impact and success of genAI projects — and how the partnership between humans and AI is crucial for this.

Speakers:
Rowan Curran, Senior Analyst, Forrester
Naj Uddin, Senior Vice President & Chief Information Officer, AARP
Sami Hassanyeh, SVP of Digital Strategy and Membership, AARP
Abder Benghanem, Head of Global Marketing Operations, General Motors

Communicate And Capture Value With Data Storytelling

How do you turn data into action? Leverage the power of data storytelling to transform how you communicate insights and usher in a new era of boundless experiences. Storytelling is essential to help CX, marketing, digital, and data professionals make decisions, connect metrics and business goals, and obtain buy-in. You will learn how to:

Assess your audience’s roles, goals, and values.
Define and structure impactful narratives.
Motivate your audience to drive transformative change.

Speakers:
Kim Herrington, Senior Analyst, Forrester

Look Both Ways At The Intersection Of AI And Belonging

Diversity, equity, and inclusion (DEI) work has been at the forefront of many organizations’ people strategies for years. The introduction of generative AI raises many questions and concerns about the ways that AI can propel forward, or hold back, ongoing DEI and belonging efforts. Join senior analyst Jonathan Roberts and a panel of esteemed guests from the world of DEI and AI in a discussion that will help shape your thinking and gear up for the future ahead. During this panel, you will:

Hear from industry thought leaders about the marriage of AI and belonging.
Understand the truth of AI and who often gets lost in the shuffle.
Learn how to move forward with AI while honoring your commitment to belonging.

Speakers:
Jonathan Roberts, Senior Analyst, Forrester
Kamilah Sanders, Founder/CEO, Greater Than Equal®
Missy Dunagan, Director, AI Strategy and Solutions, tekcity.ai
Tarshena Armstrong, Director of Diversity Marketing & Development, General Motors

Panel: Customer-Focused Alignment At Dairy Queen, Ardent Health, And Bank Of Montreal (BMO)

Delivering an impactful, holistic brand experience cuts across functions and capabilities. Alignment is essential to create and sustain customer focus, competitive advantage, and business results.

Join this session to learn:

How senior leaders in hospitality, healthcare, and financial services align marketing, CX, and digital strategies.
How to influence stakeholders to elevate the brand experience of your customers.
How you can apply a customer-obsessed mindset to your own business.

Speakers:
Kelsey Chickering, Principal Analyst, Forrester
Reed Smith, Ardent Health, Chief Consumer Officer
Maria Hokanson, EVP ‑ US & Canada Marketing, Dairy Queen
Mary Rose Bufalino, Head of Customer Loyalty for Canadian Personal & Business Banking, Bank of Montreal

Customer Feedback And The Age Of AI

We predict that half of large global firms will experiment with customer-facing generative AI this year. CX pros need to support these new AI-driven experiences while simultaneously ensuring that their organizations don’t forget about the humans having these experiences. Now more than ever, organizations need customer insights to inform, measure, and monitor new AI-driven experiences. Attendees of this session will learn:

How AI and genAI are relevant to customer feedback management practices — listen, interpret, act, and monitor (LIAM).
How customer feedback management practices need to adapt in the age of AI.
Key CX fundamentals in the age of AI.

Speakers:
Colleen Fazio, Senior Analyst, Forrester
Sera Tanner, Customer Experience Director, Delta Dental of New Jersey and Connecticut

When Experiences Meet Regulations

Industries with heavy regulatory burdens still want to deliver excellent customer experiences. But those regulations limit the data capture and use that brands can deploy to drive those experiences, as well as causing some unintentional experiential friction (think of lengthy required disclosures!). In this session, experts in financial services and healthcare will help you learn:

What expectations consumers bring to their experiences with regulated industries.
How brands in regulated industries design great experiences.
How brands deal with data restrictions and controls in their experiences.

Speakers:
Ian Jacobs, VP, Research Director, Forrester
Peter Wannemacher, Principal Analyst, Forrester
Arielle Trzcinski, Principal Analyst, Forrester

Develop Trust In AI-Powered Martech Capabilities

Emerging AI promises exciting advances in martech for creative, analytics, operations, and interaction execution. Marketers have a once-in-a-generation opportunity with AI to modernize the martech backbone, but it won’t happen on its own. Marketers must proactively plan and manage AI adoption to drive marketing results, develop trust in AI-powered capabilities, and ultimately drive effective customer experiences. Attend this session to:

See a framework for defining new AI functionality and use cases in martech.
Learn a planning approach for developing an AI adoption roadmap in martech.
Understand key considerations for technology and organizational readiness to deliver and build confidence in AI use cases.

Speakers:
Joe Stanhope, VP, Principal Analyst, Forrester

3:20 pm – 3:50 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions, and insights leveraging the best in today’s CX, marketing, and digital technologies and services.

Attend one session:

Alchemer: How AI and cutting-edge OTA technology are driving the future of the Cracker Barrel Digital Guest Experience

Cracker Barrel is aiming to appeal to new guests through a strategic transformation driven by customer feedback. AI-powered technology built for CX is helping the company understand how customers think and feel and connect that to business outcomes.

Lauren Lovelady, Cracker Barrel’s manager of UX strategy, joins Ryan Tamminga, Alchemer’s SVP of product and services, to discuss the role of AI and open text feedback in transforming the brand.

Speakers:
Lauren Lovelady, Manager of UX Strategy, Cracker Barrel
Ryan Tamminga, SVP Product and Services, Alchemer

Carenet Health: Healthcare CX Rewired: Leveraging The Power Of Customer Centricity And AI

Join us as we explore the blending of customer-centric strategies with advance AI in the fast-changing healthcare engagement setting. We’ll share how this dynamic fusion creates seamless — and effortless — customer journeys that deliver measurable value and prioritizes customer needs with geodiversity at every touchpoint. We’ll demonstrate how we’re helping national health plans and health systems embrace this innovative approach to drive substantial shareholder value through improved operations, cost efficiencies, and ongoing innovation.

Speakers:
Holly McCann, Executive Vice President, Enterprise Sales, Carenet Health
Shelton Hook, Vice President of Applications & Solutions, Carenet Health

InMoment: Foot Locker Drives Loyalty Through Integrated CX

Join us to explore how Foot Locker leverages InMoment’s innovative CX tools to elevate, personalize, and create a more predictive customer experience strategy. Learn about their journey from fragmented feedback collection to a unified, AI-powered analysis, surfacing real-time improvements, streamlined support, immense cost savings, and a personalized approach to customer satisfaction that drives competitive advantage in the dynamic world of sneaker culture.

Speakers:
Tyler Saxey, Sr. Director OMNI Global VOC and Care Solutions, Foot Locker
Jim Katzman, Principal CX Strategy & Enablement, InMoment

Uniphore: Building Your AI Blueprint For Customer Experience 

CX is a multithreaded issue that tackles diverse problems across the organization. CX leaders are trying to grow the business, improve operational efficiencies, and enhance employee experience to avoid attrition, all while aiming to provide frictionless and personalized customer experiences. And for leading companies, AI is helping. However, enterprises have invested hundreds of millions of dollars in AI in the past few years. How do they up the ante for the next wave of AI transformation? Nearly half of contact center leaders don’t have a defined blueprint for AI transformation in a recent survey polled in Feb 2024. Come and hear Sylvain Tremblay, Chief Revenue Officer at Uniphore, discuss the ideal AI blueprint to accelerate the next wave of AI transformation. In this session, you will learn how to:

Get access to AI-ready data.
Leverage LLM-based analytics and insights to make informed decisions on next steps.
Use generative AI and knowledge AI to drive the next wave of AI transformation.

Speakers:
Sylvain Tremblay, Chief Revenue Officer, Uniphore

3:50 pm – 4:30 pm CDT

Marketplace Coffee Break (In-Person Only)

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Attend one session:

3:55-4:05pm - Medallia: Build Forever Customers with Medallia

Join us to learn how Medallia helps brands build forever customers — aligned with your brand promise – and thrive in today’s competitive market.

Speakers:
Victoria Harrell, Senior Product Marketing Manager, Customer Experience, Medallia

4:15-4:25pm - Zoom CX: AI-Powered Agent Efficiency Demo

Join us for a transformative journey into the world of customer service with Zoom CX. Witness first hand how AI is turning agents into superheroes. Walk through a day in the life of an agent and witness how Zoom CX is serving up real-time data, reducing repetitive tasks, and improving productivity. This is your chance to see how you can revolutionize your customer experience strategy – join us and discover the future of CX!

Speakers:
Michelle Couture, Global Lead for Customer Experience Product Marketing, Zoom

4:00 pm – 4:30 pm CDT

Analyst-Led Roundtable

Unstructured Data — So Hot Right Now

“Cool story, Hansel?” How would you know unless you read it? Join this roundtable to discuss the value in unstructured data and the techniques for harnessing it.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester

The Rise Of Digital Doubles

As consumers adopt their own AI tools, how should brands evolve and respond?

Speakers:
Stephanie Liu, Senior Analyst, Forrester

4:35 pm – 5:05 pm CDT

Keynote: Align To Win: CX, Digital, And 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:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

5:10 pm – 6:00 pm CDT

Reception

Join us for refreshments and light appetizers. All registered attendees are welcome.

6:00 pm – 7:15 pm CDT

Special Entertainment featuring Live Music by Blair's West

A Marriage of Melody.

Blair’s West was formed out of love by husband and wife duo, Beau and Blair, and has grown into one of the top roots-rock party bands in the region.

Their formative years in Nashville were spent touring the world with country megastars and refining their craft in the Honkytonks of Broadway. The passion they put into playing covers for 8+ hours a day led to unique takes on classic songs and an unmatched energy and crowd interaction.

From The Beatles to the Eagles, Bon Jovi to Zac Brown, and Maren Morris to Merle Haggard, they fill the dance floor with their surprising sets of eclectic hits delivered with a touch of Tennessee twang and irresistible enthusiasm.

Whether it be a formal affair or a backyard party, Blair’s West has the sound and personality to turn a crowd into family.

Thursday Jun 20

8:30 am – 9:30 am CDT

General Breakfast

9:30 am – 10:00 am CDT

Breakout Sessions

Put Humans In Charge Of Your AI Minions

AI is quickly becoming part analytics capability and part employee. From chatbots to automated decisioning, CX pros are augmenting their operations and experiences with robotic workers. Critical to any high-performing CX organization is getting governance and structure right. We’ll discuss the following:

Learn why CX pros need to adapt management, operational, and oversight skills over robotic workers.
Understand why a “human in the loop” is crucial.
Design strategies to put humans in the loop and on the loop to govern and de-risk the AI minions.

Speakers:
Michele Goetz, VP, Principal Analyst, Forrester

Making Sense Of Data Madness: Industry Best Practices From The Data Rich And Data Challenged

Most companies have no shortage of data, yet many remain “data rich but insights poor.” How can organizations become “data rich and insights rich”? In this session, learn how leaders in healthcare, retail, and financial services are:

Discovering the signal within the noise of terabytes of data.
Organizing data teams to produce and distribute insights.
Delivering tangible and intangible business benefits from data and analytics.

Speakers:
Sucharita Kodali, VP, Principal Analyst, Forrester
Peter Wannemacher, Principal Analyst, Forrester
Arielle Trzcinski, Principal Analyst, Forrester

Cracking The Code Of Employee-Led AI Adoption

As a leader you probably know where generative AI can help you improve customer experience or get more efficient, but your employees can show you how. Learn how others are doing it through a handful of real-world client examples of successful employee-led projects, including what they learned along the way that you can use to guide your generative AI efforts. In this session, you will learn:

Why the employee perspective is so critical for success.
How organizations are governing their employee-led efforts.
What they learned along the way that will help you avoid mistakes.

Speakers:
David Johnson, Principal Analyst, Forrester

Craft Your Culture For Collaboration

Effective collaboration isn’t a “nice to have”; it’s mission-critical. But it’s a rarity. We’re much more likely to surround ourselves with people who think exactly like we do, creating an echo chamber of diminishing returns. Join this interactive session to challenge your understanding of effective collaboration and open doors to effective cross-functional partnership. You’ll learn:

What FIRE collaboration looks like.
The key ingredients to effective collaboration and stakeholder engagement.
Your own collaboration strengths and challenges.

Speakers:
Jonathan Roberts, Senior Analyst, Forrester
Betsy Summers, Principal Analyst, Forrester

Leveraging AI To Drive Customer Loyalty

Forrester’s CX Index data reveals that customer experiences that are effective, easy, and generate positive emotions lead to the outcomes of loyalty: retention, enrichment, and advocacy. In today’s world of ubiquitous loyalty initiatives, brands need to find technologies to help their efforts stand out. AI is increasingly being used to understand customers and their propensities, improving experiences and engendering deeper loyalty. Join this session to explore:

How AI is being used in loyalty analytics to better understand customers.
Examples of AI use in loyalty initiatives today.
Where AI can take loyalty in the next five years.

Speakers:
Mary Pilecki, VP, Principal Analyst, Forrester
Chima Ogbuokiri, Senior Vice President of Growth and Partner Marketing Strategy, AMC Networks
Phil Rubin, Founder & Principal, Grey Space Matters
Dwayne Francis, Sr Manager, CRM & Loyalty, Curaleaf

The Humans Behind AI Experiences

Welcome to the age of contact center agent augmentation! What can leaders do to ensure that they deploy solutions that enhance their agents’ human intelligence and capabilities without pulling everyone down to an automatable average? In this session, we will discuss:

How companies are using AI to support contact center agents today.
Ways that AI and automation can make customer service more human (yes, really!).
Human-led customer service as a lever for differentiation.

Speakers:
Christina McAllister, Senior Analyst, Forrester

Authenticity Reframed: How GenAI Challenges What’s “Real”

Marketers have long struggled to know which publishers are authentic, what content is safe, and which users are … actually human. AI-generated synthetic media and deepfakes make knowing these things nearly impossible. AI deception moves so quickly that the tools brands have long relied on to stay ahead of bad actors can’t keep up. Authenticity vertigo is setting in; it’s getting harder and harder to trust that any content is real. Attend this session to:

Hear the latest on what the industry is doing to safeguard authenticity in media.
Learn how to avoid AI-generated publisher content made with little to no human editorial input.
Build defense against deepfake ads that seek to appropriate your brand to defraud consumers.

Speakers:
Mo Allibhai, Senior Analyst, Forrester

10:10 am – 10:40 am CDT

Breakout Sessions

The AI Arms Race In Recruiting

Recruiting and hiring for your CX, marketing, and digital teams is always challenging, but with AI in the mix, you’ll have new risks and rewards to weigh. More recruiting teams are leveraging AI, but so are job candidates, creating potential for mayhem. In this session, you will learn:

Where AI is showing up in the recruiting and hiring process.
The benefits, risks, and implications of AI in talent strategy and process.
How to harness the magic and mitigate the mayhem of AI in talent.

Speakers:
Betsy Summers, Principal Analyst, Forrester

Fake It Till You Make It With Synthetic Data

Using customer data can come with challenges — data sensitivity, gaps, scarcity, timeliness, and regulations, to name a few. Synthetic data offers a promising way to bypass these problems, enabling safe and effective usage without relying solely on authentic customer data. In this session:

Learn what synthetic data is and what makes it so useful.
Understand how it can help you move outside of the bounds of customer data.
Prepare to make room for synthetic data in your data environment.

Speakers:
Zeid Khater, Analyst, Forrester

How To Build An AI Culture

First, we wanted a culture of innovation, then it was a culture of creativity. Now, AI is at your doorstep, but culture will stand in adoption’s way without the right conditioning. What needs to fundamentally change in your culture, and what characteristics will you double down on? In this session, you will learn how to:

Identify the elements of AI-ready culture.
Use your organization’s cultural identity to steer through inevitable change.
Unite colleagues around cultural objectives and benchmark progress.

Speakers:
Angelina Gennis, Senior Analyst, Forrester

Panel: Cross-Functional Customer Focus At BCBS MN And Sony

Rigid organizational structures can stand in the way of serving customers. Alignment is essential to create and sustain customer focus, competitive advantage, and business results.

Join this session to learn:

How senior leaders in health insurance and consumer electronics align CX, digital, and marketing strategies.
How customer focus drives profitable growth.
How you can apply a customer-obsessed mindset to your own business.

Speakers:
Katerina Gryparis, VP, Executive Partner, Forrester
Matt Hunt, CXO, VP Customer, Blue Cross Blue Shield of Minnesota
Sanjay Venkatesh, VP of Marketing Technology, Sony Corp of America

Leveraging Predictive AI To Transform Customer Experiences

AI-based analytics enable organizations to predict customer behavior and automate their experiences. CX leaders can leverage predictive strategies to enhance experiences and maximize business performance. In this session:

Learn how CX leaders can take the lead in driving initiatives to leverage predictive techniques in their organizations.
Understand how generative and predictive AI can work together to automate experience management.
Find out how technology vendors and service providers are creating new opportunities for deploying CX-focused predictive strategies.

Speakers:
Rich Saunders, Senior Analyst, Forrester

Design With AI Responsibly

With AI becoming increasingly critical as a medium for design, organizations need to reimagine how design is done so that customers embrace these experiences rather than fear them. But few organizations are prepared to take this leap into the future of design. In this session, attendees will:

Learn what it means to design with AI responsibly.
See examples of AI design patterns and methods from leading organizations.
Leave prepared to design experiences using AI that customers can trust.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester