CX
North America

June 7 – 9  |  Nashville & Digital Experience

Stay tuned for the full details regarding our content and experiences.  All times are subject to change.

Tuesday

Jun 7
  • 9:30 am – 10:50 am CDTWelcome & Opening Keynotes
  • 10:50 am – 11:20 am CDTMarketplace Break & Networking
  • 11:30 am – 12:40 pm CDTBreakout Sessions
  • 12:40 pm – 1:40 pm CDTLunch
  • 1:45 pm – 2:50 pm CDTBreakout Sessions
  • 2:50 pm – 3:20 pm CDTMarketplace Break
  • 3:20 pm – 3:50 pm CDTFacilitated Networking
  • 4:00 pm – 5:00 pm CDTKeynote Sessions
  • 5:00 pm – 6:00 pm CDTReception

Wednesday

Jun 8
  • 9:30 am – 10:35 am CDTKeynote Sessions
  • 10:40 am – 11:10 am CDTAfterWords
  • 11:10 am – 11:40 am CDTMarketplace Break
  • 11:45 am – 12:50 pm CDTBreakout Sessions
  • 12:50 pm – 1:50 pm CDTLunch
  • 1:55 pm – 3:00 pm CDTBreakout Sessions
  • 3:00 pm – 3:30 pm CDTMarketplace Break & Networking
  • 3:40 pm – 4:10 pm CDTBreakout Sessions
  • 4:15 pm – 4:45 pm CDTKeynote Sessions
  • 4:45 pm – 6:15 pm CDTGuest Performance & Reception

Thursday

Jun 9
  • 9:30 am – 10:00 am CDTKeynote Session
  • 10:10 am – 11:15 am CDTBreakout Sessions
  • 11:15 am – 11:45 am CDTMarketplace Break
  • 11:50 am – 12:20 pm CDTFacilitated Networking
  • 12:30 pm – 1:15 pm CDTKeynote Sessions & Closing

Tuesday Jun 7

9:30 am – 10:15 am CDT

Opening Remarks & Keynote Session

The New Consumer Has Been Painted On A Pandemic Canvas

The covid-19 pandemic triggered a sea-change in consumer lifestyles, attitudes, and expectations. More than two years of close, data-driven observation are beginning to illuminate the patterns in the chaos that define the contemporary consumer and their context. In this keynote, we reconcile our retrospective analysis with the temperature of current consumer emotions and behaviors, to reveal how consumer needs, values, and consumption have changed, and we’ll illustrate how brands must prepare for what likely comes next.

Speakers:
Melissa Parrish, VP, Group Director, Forrester
Anjali Lai, Senior Analyst, Forrester

10:20 am – 10:50 am CDT

Keynote Session

Consumers Or Constituents? Marketing Amidst Our Culture Wars

In the 1980s, Baby Boomers were in their prime. This so-called “Me generation” drove a consumer culture that was fueled by the money-moving and culture shaping advertising that defined a materialistic society. This made Consumerism the core of marketing. Fast forward 40 years, greed is in a clash with good. A politicized culture war now divides and alters the marketing landscape rumbling the ground rules of brand loyalty — turning consumers into constituents. The question is where and when do these values become the currency of commerce? Or do they?

Speakers:
Mike Proulx, VP, Research Director, Forrester

10:50 am – 11:20 am CDT

Marketplace Break & Networking

Spend time in our marketplace to learn more about the right technology to help you stay out in front of your competition or make connections with your peers for interactive, facilitated networking.

11:30 am – 12:00 pm CDT

Breakout Sessions

Employee Experience
The Key Ingredients Of Culture: What Makes Work Culture Work for Customers

Top-ranked customer experience depends on an organization wide approach to improving the experiences of customers. This requires the right tools and processes but must also be enveloped in a work culture that naturally leads firms to customer obsession and high CX.

In this session, the audience will:

  • Learn what the key components of culture are.
  • Prepare to approach culture in a more deliberate way, especially in light of hybrid work’s evolving requirements.
  • Receive guidance on how to plan for and execute culture change, with the customer as the focal point.

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

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Leadership & Skills Development
Straight From The C-Suite: How Effective Leaders Built Their Teams

In this session, we’ll talk to C-level marketing, customer experience, and digital leaders about their strategies for building and leading teams amid evolving work requirements and environments. We’ll dig into the methods and strategies they use for building teams with diverse and complementary skill sets, motivating and connecting with their employees, and their best advice for leadership in uncertain times.

Participating speakers to be announced soon!

Speakers:
Jen Sanning, Executive Partner , Forrester

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The New Consumer
The Myth And Reality Of Socially Motivated Consumers

As social awareness pervades consumer consciousness, brands are eager to understand the impact of social values on customer decisions. While consumers are increasingly vocal about their social motivations, what they say is often different from what they do. This session explores Forrester’s consumer data and analytical models to separate the myth of social motivation from reality and help brands design better-informed go-to-market strategies.

Here, you will:

  • Learn how to approach sizing the customer segment that is motivated by social values.
  • Explore the preferences and behaviors of this values-motivated segment.
  • Understand how to ready your brand to address social shifts in the coming years.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

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Digital Commerce
The Future Of Experiences

Future experiences will be both more invisible and immersive. The “below the glass” technology that powers “above the glass” experiences will be increasingly invisible. Brands will anticipate the needs of their customers and serve them proactively. At the same time, the “on the glass” experience, when humans interact with the internet, will be increasingly immersive — perhaps becoming the promised metaverse.

In this session, digital business leaders will learn:

  • Why increasingly “invisible” experiences mean that consumers will actually engage less frequently — but more meaningfully — with brands.
  • How “on the glass” experiences will be increasingly immersive — and how comfortable consumers are with these experiences today.
  • What brands can do today to begin or continue their journey toward future experiences.

Speakers:
Julie Ask, Vice President, Principal Analyst, Forrester

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Customer Service
Customer Service Unplugged: Empathy For Agents and Customers

In this era of COVID-rattled customers and AI-driven self-service options leaving agents with days full of difficult calls with customers on the edge and in need of thoughtful support and empathy, if you don’t build the right environment in your contact center, your agents cannot be empathetic and you will lose customers.

In this session, you will learn:

  • How to retain agents during these difficult times and through the “great resignation.”
  • How to build the business case required to deliver empathetic customer care.
  • How to measure success beyond traditional KPIs such as AHT and call queuing times.

Speakers:
Max Ball, Principal Analyst, Forrester
Eric Bellomo, Researcher, Forrester

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The Future Of Media
Ready Player Brand: Marketing In The Metaverse

The metaverse is having a moment — and for good reason: It might just trigger the next cultural paradigm shift. Touted as the next version of the internet, the metaverse connects and blends virtual and real worlds to create new ways to play, learn, work, and shop. Think of the book-turned-motion picture Ready Player One. And while brands are currently experimenting with nascent extended reality (XR) experiences and NFTs, Forrester predicts by the 2030s that the actualized metaverse will disrupt the marketing mix.

During this panel, you’ll hear from two brands innovating within the “metaverse” in order to:

  • Get a read on current consumer and CMO sentiment toward the metaverse.
  • Understand the potential of the metaverse and how it affects marketing strategy.
  • Learn about emerging best practices when experimenting in the nascent metaverse.

Participating speakers to be announced soon!

Speakers:
Mike Proulx, VP, Research Director, Forrester

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Application & Experience Design
What Does Design Need To Make An Impact In The Next Year?

As more and more companies build and mature their design teams, what’s the state of design in 2022? With hundreds of millions in investment flowing in, is the profession even ready? This presentation will give an overview of design’s growth, pain points, and what’s coming next.

You’ll learn how to:

  • Overcome growing pains with organizational changes.
  • Use design tools to increase impact at scale.

Speakers:
Andrew Hogan, Principal Analyst, Forrester

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12:10 pm – 12:40 pm CDT

Case Study Sessions

Hear real world case studies showcasing the value of partnering with the right technology provider.

12:40 pm – 1:40 pm CDT

Lunch

1:45 pm – 2:15 pm CDT

Breakout Sessions

Employee Experience
Your EX To CX Journey: Take Your Next Steps Toward Total Experience Delivery

The link between employee experience and customer experience is clear: Organizations that have more engaged employees generate greater customer experience, which then feeds back into employee experience. But getting that virtuous cycle to work can be difficult. Even after starting it up, sustaining it requires regular maintenance through processes and tools that listen to employees with empathy, develop solutions to provide resources, and stand back while they innovate to succeed. Whether your next goal is improved CX or overall innovative transformation, companies should take the time to review their EX to CX journey and see if they are fully prepared to harness this power. In this session, attendees will learn:

  • How to take stock of current EX efforts — who holds it, how it’s measured, and how it’s managed.
  • What companies do to sustain their highest EX outcomes over time.
  • What next steps they should take to maintain and extend their EX to CX processes.

Speakers:
David Johnson, Principal Analyst, Forrester

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Leadership & Skills Development
Leadership For Customer Obsession Amid The Future Of Work

Customer obsession requires employees at all levels to put the customer at the center of everything they do, but the future of work is about to transform the way employees do their jobs. As a result, leaders who want to pursue customer obsession must grasp and craft a future-of-work strategy that boosts employees’ motivation and ability to focus on customers. During this session, Vice President & Principal Analyst Rick Parrish will explore:

  • Why the disruptions caused by the future of work are most acute for companies that are trying hardest to become customer-obsessed.
  • What typifies people who can focus on customers in the work environments of the future.
  • How to hire for, develop, and retain people with these characteristics.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

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The New Consumer
The Future Brand Devotion: What Makes Consumers Loyal?

The pandemic, with its related challenges such as economic downturns and supply chain issues, has forced consumer behavior to change. In addition, the rise of social activism in the last two years is changing how consumers approach brand loyalty. Companies must update their loyalty initiatives or start new ones to compete in this evolved world by retaining new customers and winning back those they lost.

By attending this session, you will:

  • Discover the new concerns consumers have about loyalty and how to address them.
  • Learn how Forrester’s Customer Experience Index (CX Index™) can help you understand loyalty more clearly.
  • Obtain a guide to help brands future-proof their loyalty efforts.

Speakers:
Mary Pilecki, VP, Principal Analyst, Forrester

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Digital Commerce
The Future Of Experiences: Connected Insurance Becomes Reality

Many industries operate amid increasing competition and regulatory oversight, but there aren’t many as complex as the insurance industry. Insurance companies are at the forefront of using internet-of-things-enabled devices and related technologies to both elevate the customer experience and improve their financial performance. As such, this sector is a rapidly evolving case study for commerce leaders across many sectors to learn how innovative insurers are investing in technology, people, products, processes, and partnerships to meet consumers’ growing needs and expectations for personalized and digital experiences. In this session, you will learn:

  • How rising consumer expectations and increasing competition from digital-first startups are driving forward-thinking insurers to harness emerging technology and invest in connected insurance capabilities.
  • How brands can leverage connected technologies to enhance digital experiences and improve corporate sustainability efforts and create a greener planet.
  • How to use vendor and partner ecosystems to increase your market presence and improve your financial performance.

Speakers:
Jeffery Williams, Senior Analyst, Forrester

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Customer Service
Customer Service Unplugged: The Human Connection

Companies that get it empower their agents to be at their best when it comes to empathizing with the customer and creating that connection with the customer in the moments that matter most.

In this panel session, you will learn:

  • How to create the right culture for agents to thrive.
  • How to empower your agents to be your brand ambassador.
  • How to support your agents in today’s complex environment.

Participating speakers to be announced soon!

Speakers:
Daniel Hong, Vice President, Research Director, Forrester

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The Future Of Media
Targeting Truth In The Misinformation Age

The proliferation of “alternative facts” is an undercurrent that continues to rock modern society. And current brand safety measures are missing the misinformation mark. This means that today’s advertisers operate within and inadvertently fund the misinformation industry. It’s time for marketers to clean up their media plans to dismantle false information and target the truth.

In this session, you will discover:

  • How to mitigate the effects of misinformation on your brand’s reputation.
  • An evaluation framework to vet partners and platforms.
  • Tools to avoid “misinformation media” within your media plan.

Speakers:
Kelsey Chickering, Principal Analyst, Forrester

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Application & Experience Design
Are Your Experiences Inclusive? Here Is How To Assess Them

Many brands want to create inclusive experiences for their customers but lack the tools and resources to assess how inclusive their experiences are and where they need to improve. From inclusive language to accessibility to representation in imagery, there are many components to an inclusive experience, and companies need ways to assess all these aspects of the experience for continuous improvement.

In this session, you will learn:

  • The main components of inclusive experiences.
  • Best practices to assess them.

Speakers:
Senem Biyikli, Researcher, Forrester
Ian Jacobs, VP, Research Director, Forrester

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2:20 pm – 2:50 pm CDT

Case Study Sessions

Hear real world case studies showcasing the value of partnering with the right technology provider.

2:50 pm – 3:20 pm CDT

Marketplace Break

Take a break from the program and visit with our sponsors in the Marketplace.

3:20 pm – 3:50 pm CDT

Facilitated Networking

Connect with Forrester experts, attendees and sponsors during facilitated networking to compare notes and discuss all that you’ve learned so far.

3:55 pm – 4:25 pm CDT

Guest Keynote Session

Stay tuned for the announcement of our guest speaker.

4:30 pm – 5:00 pm CDT

Keynote Session

Disruption Becomes Business As Usual: The New Technology Landscape

The dizzying speed of business transformation over the past two years has brought into sharp relief how a company that truly understands its customers can use emerging — or even untested — technology to create experiences that people need and crave. This panel explores the disruptive technologies that have rebuilt business from back end to front and why this disruption is here to stay.

In this panel session, you’ll learn:

  • How a complete stack is required to replicate in-person interactions via customer-facing apps.
  • How companies made the difficult decision to accept more tech risk than ever — and how they’re sticking to it.

Speakers:
Kate Leggett, Vice President, Principal Analyst, Forrester
Julie Ask, Vice President, Principal Analyst, Forrester
Jessica Liu, Senior Analyst, Forrester

5:00 pm – 6:00 pm CDT

Reception

Wednesday Jun 8

9:30 am – 10:00 am CDT

Keynote Session

The High Stakes of Virtual Culture: Your Anywhere Work Advantage

The world has changed but the need for high-performing company culture has not. Previously, low risk experiments to create culture remotely could quickly fall back to the “real world” when they failed. But now that remote work is here to stay, the stakes are high to find a way. How do we build the kind of culture in an Anywhere Work world that shapes purpose, behaviors, rituals, and the artifacts that make your employees’ experience great? What are smart executives doing to advantage the challenges and opportunities that tomorrow will bring?

In this keynote, Principal Analyst Katy Tynan will deliver the theory and the practice to help you define your strategy for a strong culture in an anywhere work world.

Speakers:
Katy Tynan, Principal Analyst, Forrester

10:05 am – 10:35 am CDT

Keynote Panel Session

Mainstage panel discussion that will showcase CX, Marketing and Digital leaders and how they have led their teams in moving quickly to deliver on the expectations of their customers in the wake of the pandemic.

10:40 am – 11:10 am CDT

AfterWords

Ever wanted the chance to go backstage and be a part of the conversations that go on in the Green Room? Well now is your time! In these sessions, delegates will have the opportunity to engage with our Forrester keynoters and delve deeper into the frameworks and thought-leadership just revealed in their presentations. Come with your questions or join as a listener, either way you won’t want to miss it!

11:10 am – 11:40 am CDT

Marketplace Break

Take a break from the program and visit with our sponsors in the Marketplace.

11:45 am – 12:15 pm CDT

Breakout Sessions

Employee Experience
Beginning To Belong: Unlocking The Power Of Inclusion At Work

The ability of any organization to engage a diverse workforce begins with how well its managers can create a sense of belonging on their teams and how well their leaders can create a sense of community within the organization. Belonging is the sense of feeling safe, accepted, and part of the team. Though this feeling is foundational to workforce engagement, 40% of people still say they feel isolated at work. This feeling of isolation erodes the employee experience and prevents employees from achieving their best.

Join Forrester Analyst Jonathan Roberts as we learn what true inclusion is (and what it isn’t) while equipping leaders with the tools to create inclusive environments at work.

Speakers:
Jonathan Roberts, Analyst, Forrester

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Leadership & Skills Development
High Potential Is Not A Thing: Why You Need To Rethink Your Approach To Retaining “Top Talent”

Do you have a high-potential program? At best, it’s a waste of time, and at worst, it’s causing actual harm in your organization. Join Principal Analyst Katy Tynan to learn where high-potential programs go wrong and what you should be doing instead to foster a culture of high performance and to engage your entire workforce.

Key takeaways:

  • Understand what motivates high performance in a high-change world.
  • Learn three key leader behaviors that lead to retention and engagement.

Speakers:
Katy Tynan, Principal Analyst, Forrester

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The New Consumer
The New Digital Consumer Raises The Stakes For CX

From online banking to virtual meetings to remote school, many consumers have engaged through digital channels for the first time — and expect to continue some of these behaviors moving forward. The pandemic even forced the most technology-averse “digital holdouts” and “reserved resisters” to adopt new digital behaviors. As a result, the baseline for digital adoption has shifted. As the distinction between digital and offline experiences continues to vanish, more consumers will expect to see digital embedded into all customer experiences and will expect digital experiences to be seamless.

Through this session, you’ll:

  • Learn how digital adoption trends are changing in the wake of the pandemic.
  • Understand consumers’ evolving expectations for digital experiences.
  • Identify how bold brands are meeting consumers’ evolving digital needs.

Speakers:
Anjali Lai, Senior Analyst, Forrester

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Digital Commerce
Empowered Buying: Consumer Buying In 2022 And Beyond

Empowered customers globally demand both comfort and innovation — whether they’re shopping, banking, using telehealth services, traveling, or simply getting things done day to day. Four forces in particular have ushered in this new era of consumer buying.

In this session, you will learn how savvy commerce businesses are continually reinventing themselves as:

  • Marketplaces and brands find themselves on a collision course.
  • Product experiences increasingly drive consumer demand.
  • Expectations of the values-based customer continue to rise.
  • Developing new business models becomes imperative to growth.

Speakers:
Sucharita Kodali, VP, Principal Analyst, Forrester

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Customer Service
Elevate The Agent, Elevate The Experience

The customer service agent today is tasked with one of the most difficult and most scrutinized jobs in the enterprise as they deal with frustrated customers, outdated performance metrics, and challenges in their own environments as many work from home. Brands need the right agent-facing digital technologies to improve the customer experience and the agent experience.

In this session, you will learn:

  • What the latest, greatest technologies are for the agent workspace.
  • How to think about the future tech stack for agent-facing technologies.
  • Where to start on optimizing the employee experience for the next-gen agent workspace.

Speakers:
Christina McAllister, Senior Analyst, Forrester

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The Future Of Media
Audience Targeting is Dead — Long Live Audience Targeting!

The forces of data deprecation are moving the ad industry toward a more consumer-centric, privacy-first future, disrupting marketers’ tried-and-true audience and media targeting tactics. But don’t get distracted by industry hand-wringing or fall into the trap of looking for easy fixes. Now is the time for brands to hit the reset button on their assumptions around targeting and build sustainable go-forward strategies that benefit their consumers and their businesses.

In this session, you’ll learn:

  • How and why data deprecation is reshaping data-driven marketing and what it means for you.
  • What strategic and tactical questions to ask yourself to shape your go-forward approach to targeting.
  • What to look for in current and future targeting partners.

Speakers:
Joanna O'Connell, Vice President, Principal Analyst, Forrester

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Application & Experience Design
Citizen Development: The CX Impact

In truly digital firms, software is an expression of the business. This means that everything about a firm — its policies, processes, procedures, data, and know-how — turns into software, which changes as the business changes. To tackle this challenge, many firms are empowering businesspeople to develop applications using low-code platforms.

This session will discuss:

  • The citizen developer trend and its connections to customer experience.
  • Advice on how to incorporate CX considerations into formal citizen developer strategies.

Speakers:
John Bratincevic, Senior Analyst, Forrester

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12:20 pm – 12:50 pm CDT

Case Study Sessions

Hear real world case studies showcasing the value of partnering with the right technology provider.

12:50 pm – 1:50 pm CDT

Lunch

1:55 pm – 2:25 pm CDT

Breakout Sessions

Employee Experience
The Future Of The Office: Bridging From Today’s Offices To Tomorrow’s Virtual Workplaces

Anywhere-work is now the dominant model for businesses in every industry where that’s possible, but it depends on companies swiftly building expertise in hybrid work and learning how to make people effective as individuals and in teams, regardless of where they happen to be working on any given day. This requires a change to how offices are utilized — they need to transition from today’s general-purpose corrals for holding large numbers of people to activity-specific environments that make people want to be there for the right purposes at the right times.

In this session, attendees will:

  • Learn how to bridge from today’s offices to tomorrow’s workplaces, including what role virtual and metaverse experiences can plan in the future of the hybrid office.

Speakers:
J.P. Gownder, VP, Principal Analyst, Forrester

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Leadership & Skills Development
The Effective CMO

Seventy percent of companies watched marketing increase in importance during the pandemic — and for good reason. Marketing innovated new products, delivery methods, revenue models, and demand when foot traffic and supply chains halted. What can a CMO do to ensure that this new appreciation for marketing stays for good? Is the formula for a successful CMO the same for every company? What skills and competencies do people aspiring to be a CMO need?

In this session, we will profile the effective CMO, answering specifically:

  • What exactly is an effective CMO?
  • What does an effective CMO look like compared to other C-level executives?
  • What attributes come naturally to an effective CMO? What habits should an effective CMO learn to practice?
  • What career path does the effective CMO take?
  • How should you chart your right course as a current or aspiring CMO?

Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester

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The New Consumer
Post-COVID Privacy: Marketing To Privacy-Conscious Consumers

Amid pandemic restrictions, consumers were willing to share more personal data in the name of convenient customer experience, such as curbside pickup. But as restrictions ease, will consumers continue to be generous with their data? This session dives into brand-new 2022 Forrester Analytics Consumer Technographics® data on consumer privacy behaviors and Forrester’s privacy segmentation. CMOs and other marketing executives will learn best practices when asking consumers to share data about themselves.

Join this session to:

  • Learn about Forrester’s privacy segmentation and how privacy behaviors have changed.
  • Explore how to engender trust with personas across the privacy spectrum.
  • Hear tips and tricks about how to ask for zero- and first-party data.

Speakers:
Stephanie Liu, Analyst, Forrester

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Digital Commerce
Empowered Buying: Privacy, Corporate Transparency, And Values

Price, convenience, assortment, and time are the most important considerations for consumers when they research and buy products and services. But increasingly, we see consumers weigh company values in their research and decision-making process. Fifty-eight percent of US online consumers say it’s important that companies are socially responsible. To connect effectively and authentically with values-based consumers, companies need a strategy that helps them make conscious decisions about how much to bring values into their business models and how to express those values to consumers.

In this session, you will learn:

  • The values that matter most to consumers right now.
  • How much values actually impact consumer purchase decisions.
  • Why your current corporate social responsibility (CSR) plan isn’t enough.

Speakers:
Emily Collins, VP, Research Director, Forrester

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Customer Service
Getting Digital-First Customer Service Right

Investments in digital-first customer service has soared over the last couple of years, but few have been able to pivot and transform their customer engagement to successfully meet the customer where they are and optimize the operational aspects of supporting digital channels.

In this session, you will learn:

  • How leading brands approach digital-first customer service from a technology and operational standpoint.
  • Lessons learned from digital-first customer service.
  • Where these brands are innovating over the next two years when it comes to agents.

Participating speakers to be announced soon!

Speakers:
Daniel Hong, Vice President, Research Director, Forrester

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The Future Of Media
Recharge Your Media Measurement Strategy

The ongoing fluctuations in consumer behavior along with the changing media landscape is forcing advertisers to adopt a customer-centric approach to media strategy, disrupting traditional media measurement approaches. Brands must look beyond the simplistic media metrics of the past — reach, frequency, and impressions — to redefine successful media performance. This involves adopting new media metrics that traverse platforms, uncovering the impact of media decisions on brand and behavior outcomes, and revealing consumer preferences and consumption patterns.

Attend this session to:

  • Learn about the current state of media measurement — how and why it needs to change.
  • Discover new media measurement metrics and approaches to better assess media success.
  • Uncover the next steps you can take to boost and future-proof your media measurement strategy.

Speakers:
Tina Moffett, Principal Analyst, Forrester

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Application & Experience Design
Designing Extended Realities Now

Extended reality (XR) is gaining momentum, but designing great experiences for augmented, virtual, or mixed reality (AR, VR, MR) is more challenging than for an established medium. Why? Because XR design best practices are still emerging and not widespread.

Attend this session to learn:

  • The unique challenges of designing for XR.
  • Essential best practices for doing it well.
  • How to get started designing for XR.

Speakers:
David Truog, VP, Principal Analyst, Forrester

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2:30 pm – 3:00 pm CDT

Case Study Sessions

Hear real world case studies showcasing the value of partnering with the right technology provider.

3:00 pm – 3:30 pm CDT

Marketplace Break & Networking

Visit with our sponsors in the Marketplace or connect with other attendees during facilitated networking sessions,

3:40 pm – 4:10 pm CDT

Breakout Sessions

Employee Experience
Notes On EX From The Executive Suite

In this session, we’ll sit down with an executive who has lived through the pandemic to hear what they learned about employee experience from these challenging circumstances. How have they invested? What new steps and processes have worked? What will their commitment to EX be after all of this is over?

Participating speaker to be announced soon!

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

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Leadership & Skills Development
How To Fire Up Your Digital Innovators Without Burning Them Out

Forrester’s research on burnout has shown that it is possible for people to be highly engaged and experience burnout at the same time. The fact is that some of your best, most engaged “rock star” employees are also burning out, and you won’t see it in their productivity until it’s too late. This fourth of the working population is hard to spot, because while they are burning out, they still go above and beyond for the company, are motivated intrinsically, and committed to the customer. Losing these crucial high performers is wreaking havoc across companies post-pandemic. We’ll show you how to identify the different types of burnout and how to support the people who want to be their best at work without depleting themselves.

Participants in this session will:

  • Rethink what burnout is and how to identify its many causes and manifestations.
  • Understand the risk of not addressing burnout and learn to work with people and managers to avoid and address it.
  • Leave with examples of next steps for preventing, identifying, and redressing burnout in their teams and divisions.

Speakers:
Jonathan Roberts, Analyst, Forrester

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The New Consumer
Using Customer Obsession To Identify And Grow Your Most Devoted Customers

One of the six priorities for customer-obsessed organizations is to design experiences that drive loyalty. Many organizations already have an established segment of deeply loyal customers, a group Forrester calls “devotees.” Companies that understand this segment’s strong willingness to advocate for their brand will design customer experiences that create even more devotees.

This session will teach you:

  • What makes a devoted customer.
  • Why they are crucial (hint: more revenue).
  • How to create more of them.

Speakers:
Pete Jacques, Principal Analyst, CX Index, Forrester

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Digital Commerce
The Impact Of Commerce Operations On Customer Experience

As they shop online, customers want to know what’s in stock in local stores, when orders will arrive, and hear early about shipping delays. When we talk about digital experience management, front-end technologies are often in the limelight — but “back-end” technologies such as order management and post-purchase notifications are crucial to delivering the experiences that customers now expect.

In this session, digital business leaders will learn:

  • What customers really want from them before and after the “buy button.”
  • How to leverage the tech that they likely already have in order to positively impact that experience.
  • What actionable steps to take — now — to make these incremental improvements to CX.

Speakers:
Emily Pfeiffer, Senior Analyst, Forrester

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Customer Service
How Contact Centers Can Help You Understand Your Customers

Customer experience leaders dream of a world where customers constantly share feedback about their experiences with the organization. That dream is a reality for CX leaders who know how to tap into the constant stream of customer engagement with the contact center — without sending a single survey! And yet, seven in 10 voice-of-the-customer (VoC) or CX measurement programs do not leverage this treasure trove of free insights.

In this session, you will learn:

  • Why you need contact-center listening and analysis to future-proof your VoC program.
  • How AI-fueled solutions such as text analytics and natural language processing can unlock insights from the contact center at scale.
  • How contact center and CX teams can work together to drive improvements in both customer and employee experience.

Speakers:
Colleen Fazio, Senior Analyst, Forrester
Max Ball, Principal Analyst, Forrester

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The Future Of Media
Think, Do, Apply: Creative Experience Is The New CX

Business leaders have a new force multiplier to propel their company’s innovation, their customer’s experience, and their brand’s differentiation in the marketplace. Creativity energizes products and services and unlocks new value and opportunities for business.

By attending this session, you will:

  • Gain insights for how your organization can use creativity as a business tool to spur innovation.
  • Learn how to implement “creative experience development” as part of your innovation process.
  • Discover a framework to coordinate creativity, design, and innovation.

Speakers:
Jay Pattisall, Principal Analyst, Forrester

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Application & Experience Design
Agent Workspaces: The Good, The Bad, And The Ugly

What makes an agent workspace successful, and what are the big pitfalls? And what’s the impact on customers? In this session, we’ll share best practices and tips to better equip some of your most important employees for some of your most important customer interactions.

You’ll learn how to:

  • Conduct research with agents.
  • Co-create better workspaces.
  • Use available agent software more effectively.

Speakers:
Andrew Hogan, Principal Analyst, Forrester
Christina McAllister, Senior Analyst, Forrester

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4:20 pm – 4:40 pm CDT

Guest Keynote Session

Stay tuned for the announcement of our guest speaker.

4:45 pm – 6:15 pm CDT

Guest Performance & Reception

Thursday Jun 9

9:30 am – 10:00 am CDT

Keynote Session

Data, Data Everywhere, And Everyone Wants A Sip

Analysts and pundits have spent decades evangelizing the need for all parts of the business to embrace data and analytics to establish an insights-driven business. As the entire world went virtual, companies were thrust into this reality whether they were prepared or not. This session will uncover the data best practices of companies that pivoted on a dime to become customer-obsessed.

In this session, you’ll learn:

  • How insights — not just data points — are more crucial than ever to understanding your customers.
  • How to manage the vast proliferations of data sources as your business becomes even more digital.
  • How to shepherd your company to 100% data literacy.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester

10:10 am – 10:40 am CDT

Case Study Sessions

Hear real world case studies showcasing the value of partnering with the right technology provider.

10:45 am – 11:15 am CDT

Breakout Sessions

Employee Experience
How To Keep And Grow Frontline Service Workers, The Key To CX Delivery

Since the pandemic, there has been an explosion in the need for frontline service workers. Stores, hotels, hospitals, warehouses, and restaurants report severe shortages for jobs such as warehouse packing and sorting, delivery, food processing, and janitorial work. These hard-to-fill jobs become prime candidates for automation, but is automation ready to take them?

This session will:

  • Help companies understand how automation is affecting the employee experience of frontline service roles.
  • Help attendees understand how to approach automation in a way to maximize instead of undermine EX.
  • Address the worker shortage while making service work more meaningful all at once.

Speakers:
Craig Le Clair, Vice President, Principal Analyst, Forrester

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Leadership & Skills Development
Why ‘C’ Is The Most Important Letter To CX And CMO leaders

CMOs and CXOs have a lot in common when it comes to championing the customer: 1) C-suite leadership; 2) collaboration and cohesion; 3) culture and custodianship; and 4) change leadership. Learn how to champion the customer using the discipline of customer experience to build a customer-obsessed culture and create more consistency in delivering value for the customer and the business.

In this session, you will learn:

  • How aligning employee experience (EX) and customer experience (CX) to deliver brand experience (BX) unlocks growth.
  • How to effectively involve and influence key stakeholders.
  • What CX leaders and marketers can learn from each other and how they can accelerate each other’s success.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester
Judy Weader, Senior Analyst, Forrester

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The New Consumer
Great CX For The Digitally Accelerated Consumer

Digitally powered behaviors such as telemedicine and online grocery shopping suddenly became habitual among consumers who resisted them before the pandemic. This widespread, accelerated embrace of digital is both disrupting and supercharging the customer experience — posing both risk and opportunity for brands.

Attend this session to learn:

  • What brands must know about how this accelerated digital adoption will impact CX.
  • Why the accelerated consumer will embrace conversational AI and extended reality as the next emerging technologies.
  • How brands should engage their consumers by using these emerging technologies well to design great CX.

Speakers:
David Truog, VP, Principal Analyst, Forrester

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Digital Commerce
How Tech Innovations Are Helping Commerce Companies Advance Next-Gen Personalization

Commerce companies must elevate their capabilities to deliver the next generation of personalization: individualization. For many firms, this means fundamentally transforming their technology platforms, their digital strategies for engaging customers, and their approach to measuring success.

In this session, you’ll learn:

  • Why your assortment and services alone aren’t enough as strategic competitive weapons.
  • What individualization looks like — and what you need to deliver that.
  • How to plan your digital business transformation, assess your organizational maturity, understand best practices to apply and pitfalls to avoid, and focus your efforts.

Speakers:
Brendan Witcher, Vice President, Principal Analyst, Forrester

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Customer Service
The Future Of Media
2023 Media Spend: Retail Media And Connected TV

More information on this session coming soon.

Speakers:
Eric Haggstrom, Forecast Analyst, Forrester

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Application & Experience Design
Now Is The Time To Master Remote User Research

User research has been a core component of product and experience design for decades. But before the pandemic, remote user research was viewed as the cheaper, “better than nothing” alternative to the in-person testing seen as the norm. How times change! From overcoming the observer effect to broadening the potential tester population, we’ve been forced to learn quite a bit about the practical and tactical benefits of remote research. Now, it is time to make remote researching an intentional part of our strategy.

In this session, we will help you:

  • Understand where and when remote user research drives the best insights.
  • Learn how to successfully get rapid feedback from a diverse customer population.

Speakers:
, , Forrester

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11:15 am – 11:45 am CDT

Marketplace Break

Spend time in our marketplace to learn more about the right technology to help you stay out in front of your competition.

11:50 am – 12:20 pm CDT

Facilitated Networking

Create lasting connections with fellow attendees, Forrester experts and sponsors to continue conversations and discuss next steps you plan to take after this year’s event wraps.

12:30 pm – 1:15 pm CDT

Keynote Session

Pandemic Or The Next Peril: Brand-CX Alignment Is Critical For The Health And Growth Of Your Company

The pandemic may have brought about a monumental change in how brands go to market, but some things haven’t changed. Chief among them, the need to align a brand’s promise with its customer experience. If anything, the swell of crisis has upped the ante on brands getting this alignment right or risk losing relevance in a market already characterized by rapidly shifting consumer attitudes and preferences.

In this keynote, Forrester analysts will explore both the synchronization of your brand and CX to demonstrate how together they create value, and ensure your customer and company are aligned.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester
Pete Jacques, Principal Analyst, CX Index, Forrester

1:15 pm – 1:30 pm CDT

Closing Keynote

Five Universal Truths About CX That Stand The Test Of Time

Ten years ago, Forrester wrote the book on customer experience: Outside In. This year, we looked back at what we wrote and found five truths about customer experience that haven’t changed despite the upheavals in our world. These are the fundamentals you can count on, because they are essential to business success.

In this session, you’ll learn:

  • Five truths about CX that will still be important in 2032 and beyond.
  • Why CX discipline is essential to profiting from these truths.

Speakers:
Harley Manning, VP, Research Director, Forrester

Wednesday

Jun 9
  • 12:00 am – 12:01 am CDTSnacks
  • 12:02 am – 12:03 am CDTNaps
  • 12:04 am – 12:05 am CDTMore snacks

Wednesday Jun 9

12:00 pm – 12:35 pm CDT

Solve Customer Mysteries With Quantitative And Qualitative Investigation

Companies understand the importance of gleaning insights from customer data, yet today, much of the work of producing insights happens in siloes. Data scientists, design researchers, market researchers, and other insights producers excel at their own respective quantitative and qualitative analyses, yet they rarely collaborate on the fundamental work of customer understanding. Fortunately, some forward-thinking CX leaders are bringing these personas together to paint a clearer picture of the customer experience. Join this keynote to learn how cross-functional insights teams are combining qualitative and quantitative insights to benefit the business, themselves, and their customers.

Speakers:
Brandon Purcell, VP, Principal Analyst, Forrester

12:40 pm – 1:00 pm CDT

Case Study Sessions

Real-world case studies presented by our sponsors.

Appnovation & Northern Arizona Healthcare: Transforming Digital Strategy for Stand-Out CX

When it comes to CX in the healthcare space, things like security and value for cost, are table stakes. What really differentiates a brand is the experience they provide customers and the way those customers feel. Join us to learn how Northern Arizona Healthcare has prioritized and is transforming their vision for digital, their strategic approach to manage it, and how they are remodeling their website to strengthen an already solid focus on customer needs, delivering higher business value and reaching their strategic goals.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Scott Wassmer, General Manager, Americas, Appnovation
Steve Peretz, Director, Health Experience & Product Strategy, Appnovation
Jannienne Jones Verse, Chief Strategy, Business Development and Marketing Officer, Northern Arizona Healthcare

Bloomfire: Democratizing Insights at DraftKings

How User Research at DraftKings has evolved from a single-product, design focused individual, to a full-service team that supports the entire organization with the mission of relentlessly enhancing our user experience. In this talk, Annie Corbett, Senior Manager of the User Research team at DraftKings, shares how the team has expanded and evolved over the past 3 years by building a culture of research awareness, collaboration, and democratization.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Annie Corbett, Senior Manager, User Research, DraftKings, Inc.

Informatica: Architecting and Delivering Intelligent Customer Experience

Companies that transform their enterprise customer data strategies and architecture introduce new digital initiatives that empower customer experience and engagement. The most successful strategies incorporate Artificial Intelligence, context, and advanced analytics in a well-architected Customer 360 solution. In this session you will learn the best practices that help you better understand what to do and how to avoid potential pitfalls when creating connected experiences for your customers and partners.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Khoi Hoang, VP, Strategic Initiatives and Principal Architects, Informatica
Nick Dobbins, Senior Principal Architect, Informatica

Maru Group: Radically Enhance CX Programs by Adding Emotional Measures

Discover how to step-change your CX by understanding how your customers really feel about their experience, and how they want to experience your brand. In this session we will demonstrate how understanding emotions, as well as measuring historic metrics, reveals new insights that will improve your CX, leading to better customer outcomes and improved brand performance.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Ted Chen, Managing Director, Customer Experience Center of Excellence, Maru Group
Todd Trautz, Chief Innovation & Solutions Officer, Maru Group

Microsoft: Delivering Empathetic Service Experiences with Dynamics 365 Customer Service and Field Service

Join us to learn how you can build empathetic service experiences with Dynamics 365 Customer Service and Field Service. Hear from Bob Kanzler from RSM, a Microsoft partner, who will share more about how they helped PHDC, a nonprofit organization in Philadelphia deploy these solutions to manage home repair projects for low-income residents and achieve its mission of serving its clients more effectively. Read the full story: https://customers.microsoft.com/en-us/story/856265-phdc-nonprofit-dynamics-365

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Kevin Bane, MIS Project Manager, Philadelphia Housing Development Corp (PHDC)
Bob Kanzler, Principal, Business Applications Consulting, RSM US LLP
Shona Bang, Product Marketing Manager, Microsoft

Zendesk: Customer Service in the Digital First Era

Business needs have seen monumental changes in the last year with the global pandemic. As organizations evolved quickly to accommodate a world of remote work, so too was the need to evolve customer service. Today we begin planning to go back to a new normal — a hybrid working world. Along with the continued proliferation of mobile devices and this evolution in work, customer service requires a digital first, conversations from anywhere approach too. In this session, learn how the right solution can provide a personalized customer experience led by conversational AI and messaging in the Digital First Era.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
John Finch, VP Enterprise Product Marketing, Zendesk

1:05 pm – 1:25 pm CDT

Breakout Sessions

Employee Experience
Mind The Gap Between Brand And CX

Your brand is only as good as the experience you deliver. To win and keep customers, your brand and CX have to be more than just great; they have to be great together. Harmonizing brand and CX requires a deliberate approach to transforming brand promise into experienced reality and creates incremental value for firms that ensures a convergence between brand and CX.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

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Leadership & Skills Development
How To Build A CX Technology And Insights Portfolio

Modern enterprise CX practices rely heavily on technology and data to support their activities. Yet CX leaders lack a strong vision and roadmap to evolve these critical CX assets, especially to maximize the value of data and analytics technologies. Because of this, they struggle to mature and scale their CX programs. Join this session to understand why you should have a clear CX technology vision and roadmap, what it should look like, and how to execute on it.

Speakers:
James McCormick, Principal Analyst, Forrester

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The New Consumer
Digital CX And Design Trends, 2021

Digital customer experience (CX), while still far from great, has leapt forward in key areas. This session will examine key trends shaping digital CX and design in 2021: 1) Quality improves; 2) the pandemic tests companies’ digital readiness; 3) touchpoints proliferate and morph; and 4) design teams are advancing in response to this changing landscape of users and touchpoints.

Speakers:
David Truog, VP, Principal Analyst, Forrester

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Digital Commerce
Advance How You Measure Customer Service

Yes, the pandemic upended the traditional labor models, channels, and prevalence of automation in customer service. But all those changes have left customer service leaders wondering how they need to alter their measurement programs. Do brands need to create new metrics to understand the quality of a customer’s holistic service journey that jumps across channels and touchpoints? Do they need different data sources — or just more data sources — to help managers coach remote teams? Join us to learn how peak-end theory, the multiple valences of sentiment, and AI-driven, automated quality programs will reshape the way you think about, measure, and manage customer service success.

Speakers:
Ian Jacobs, VP, Research Director, Forrester

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Customer Service
Future-Fit Performance Management Unites Employee Experience And Technology

Most leaders agree that their current approach to performance management fails to encourage better performance. But despite their efforts to move toward an alternative and more future-focused practice, many are stuck repeating the same process every year. With new technologies available to support a more continuous, data-rich, and human-centered approach to how work gets done, now is the perfect time to rethink your approach. Join Principal Analysts David Johnson and Betsy Summers as they share what’s possible at the intersection of employee experience and human capital management technology and what it means for the future of performance management

Speakers:
Betsy Summers, Principal Analyst, Forrester
David Johnson, Principal Analyst, Forrester

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The Future Of Media
A Brand’s Role In Politics: It’s Predetermined By Company Values

2020 was the year that trounced US brands’ “no politics” policies — forcing boardroom debates about whether or not to respond to specific events like the death of George Floyd, mask-wearing mandates, and the US Capitol riot. CMOs increasingly recognize the blurred lines between brands and politics: Human issues are political issues. This session will provide a framework to help CMOs navigate the politically charged consumer landscape.

Speakers:
Mike Proulx, VP, Research Director, Forrester

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Application & Experience Design
Inclusion And The Math Of Equity

What does inclusion mean and what are the implications if we truly want to be an equitable organization? Schindler’s Inclusion Scale explains how inclusion relates to tolerance, equality, empathy and equity. The session reveals the surprisingly radical implications of equity based on a mathematical model.

Speakers:
Eric Way, Global Head of Inclusion, Diversity and CSR, Schindler Group

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Special Session
CX Index Industry Data Burst: Auto & Home Insurers

Wanted: CX Trailblazers

Delivering great experiences can provide companies with differentiation and greater brand energy. Many challenger and disruptor brands know the way to a customer’s heart is through great CX. Are established auto/home insurers giving their customers a reason not to switch?

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Special Session
Nestle Fireside Chat: Use Innovation To Create Amazing Customer Experiences In Face Of Massive Migration To Digital

Join Nestle USA CMO, Alicia Enciso and Forrester VP and Executive Partner Jen Sanning for an engaging discussion on how Nestle used the pandemic-related massive migration to digital as a catalyst for unprecedented innovation within their business, delivering their brand promise in new, customer-obsessed ways.

Speakers:
Alicia Enciso, Chief Marketing Officer, Nestlé USA
Jen Sanning, VP, CMO Executive Partner, Forrester

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1:25 pm – 1:50 pm CDT

Marketplace Break & Special Session

1:50 pm – 2:10 pm CDT

Case Study Sessions

Real-world case studies presented by our sponsors.

Alida: Step by step CX with Insular Life

In 2018, customer experience was not on Insular Life’s list of priorities. But Insular Life’s Business Excellence team strongly advocated for the pivot from Customer Service to Customer Experience and by 2019, they had developed and deployed their 5-year CX roadmap. Join this session with Dan Ramirez, Head of Business Excellence, Customer Experience Management of Insular Life, to discover how a successful partnership with Alida allows Insular Life to build a successful future rooted in customer centricity. From strategy to priorities to launch and measurement, Insular Life will share the ins and outs of their CX journey. This session will showcase Insular Life’s approach to CX and how Alida helps them achieve their goals.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Dan Ramirez, AVP, Head of Business Excellence, Insular Life
Franchesca Hernandez, Assistant Manager, Business Excellence, Customer Experience Management, Insular Life Assurance Co., Ltd.
Steven Medeiros, Senior Vice President and General Manager, APAC, Alida

Brillio: How to Build a Data Driven Customer Experience Strategy with Zoetis

To succeed in today’s world, companies must look for every opportunity to understand customer expectations and continuously leapfrog past them. The cycle for optimization of customer experiences is getting shorter. What was a remarkable customer experience 5 years back is mundane today. And to be able to continue to jump in front of rising customer expectations, your data and systems must be constantly getting better as well. Designing great customer experiences is getting easier with data-driven insights and predictive analytics. Find out how Zoetis is setting an excellent example by delivering superior customer experience in partnership with Brillio.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Krishna Cheriath, Head of Digital, Data and Analytics, Zoetis
Dave Bernstein, Managing Partner, Brillio

Intercom: Conversational Support is Now a Business-Critical CX Strategy

The last year has led to irreversible changes in how the world does business. The ways that companies and customers connect has undergone a massive transformation—and providing world-class customer experiences has never been more important.
In this session, Jane Honey, Senior Director of Product at Intercom, will discuss a research study the company commissioned and was conducted by Forrester Consulting, which explores how conversational experiences are fueling customer retention and business growth for major companies based on feedback from customer support decision makers. You’ll learn why conversational support is now a business-critical CX strategy and how to future-proof your support strategy with messenger-based experiences.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Jane Honey, Senior Product Director, Intercom

LiveVox: Data Management: The Blind Spot in Your AI Strategy

Artificial Intelligence is a hot topic in the CX world and while many contact centers are using this technology to improve their operations, one critical element often gets overlooked — AI data management. Join us as we take a deep dive into the common challenges and how to use practical AI strategies to achieve powerful results that drive down costs and transform the customer experience.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Boris Grinshpun, General Manager of CRM and Digital Solutions, LiveVox
Jim Lynch, Sr. Director of Product Marketing, LiveVox

Re-Imagining Customer Experience with Verizon and Wells Fargo

Come hear Michelle Russell, Executive Director, Workplace & Customer Experience, Verizon Business Group, and Ken Harrington, Vice President, Virtual Channels Cloud Services, at Wells Fargo as they discuss what it means to re-imagine your approach to customer experience. They will address key topics on how Wells Fargo handled their challenges with moving agents to a remote working model during the pandemic, their approach to creating a differentiated brand experience for their consumers, the technologies and tools they use to meet customer expectations and much more.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Michelle Emerson, Executive Director, Workplace & Customer Experience , Verizon Business Group
Ken Harrington, Vice President, Virtual Channels Cloud Services, Wells Fargo

Tethr: Putting Customer Effort Reduction into Action

You may be familiar with the key principles of reducing customer effort, but do you know how to put those ideas into action? Join us for a thought-provoking presentation designed to help you gain a deeper understanding of the core tenets of effort reduction and how to apply those ideas to your own service organizations. You’ll leave with a list of concrete, immediately actionable steps you can take to begin reducing effort.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Matt Dixon, Chief Research & Innovation Officer, Tethr

2:15 pm – 2:35 pm CDT

Breakout Sessions

Employee Experience
Panel: CX Leadership In Practice

Our research reveals six top priorities for CX leaders. Join us for a discussion on how these priorities play out in the real world, the barriers to success, and what’s coming next.

Speakers:
Harley Manning, VP, Research Director, Forrester
Victoria Wadsworth, Associate Vice President - Brand, Customer Experience, Business Public Relations, Agilent
Shane Bray, SVP, Chief Customer Experience Officer, Blue Cross Blue Shield of Louisiana

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Leadership & Skills Development
Differentiating With Data In Financial Services

Financial services firms have very granular data about customers, yet most fail to capitalize on that data. If Netflix understands the nuances of entertainment needs, why can’t a bank make timely financial recommendations? Over the next decade, the quality of insights will be the key battleground on which financial services firms will differentiate. In this session, you will learn how leaders are using data insights to deliver differentiated experiences and get closer to their customers.

Speakers:
Alyson Clarke, Principal Analyst, Forrester

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The New Consumer
Relationship Design For CX

By focusing the power of design on strengthening customer relationships, we gain insight and understanding into our customers’ evolving expectations and deliver value to their lives. Designing for customer relationships means making experiences that build connection, seeking out avenues to create dialogue, effectively incorporating feedback, and building frameworks for cooperative problem solving that prioritize customer needs. Learn how Salesforce is collaboratively building the practice of Relationship Design to build trust and foster engagement with customers.

Speakers:
Justin Maguire, EVP, Chief Design Officer, Salesforce

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Digital Commerce
How Agilent Elevated Its CX Measurement Program

Mature CX measurement programs don’t only track CX but they engage stakeholders to drive CX improvement. In this session, we will hear from Shanna Hunderup, Customer Experience Program Director at Agilent Technologies. Shanna will share three crucial accomplishments in Agilent’s CX measurement efforts: How Agilent overhauled its survey program and moved to journey-based surveys, how the CX team completely revamped their reporting, moving to a snazzy dashboard that shows CX success metrics and progress on CX initiatives, and how the CX team created a way to measure if the firm is making progress against their CX vision.

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester
Shanna Hunderup, Customer Experience Program Director, Agilent

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Customer Service
No More Jobs: Role And Skill-Oriented Organizational Design Redefines Your Talent Strategy

Traditional talent strategy models are often predicated on a specific conception of hiring: Full-time employees (FTEs) are the standard and assumed centerpiece of most jobs. That model is quickly becoming obsolete. Increasingly, contingent, gig economy, freelance workers, and business partners from outside your organization provide labor on a flexible, burst-able basis. Machine-based talent in the form of bots and AI also replaces or significantly transforms the distribution of work. In this new world, focusing on skills rather than FTEs is crucial: You have tasks to perform; which resources have the skills to complete them? This requires a rethink of organizational design and technology strategy.

Speakers:
Katy Tynan, Principal Analyst, Forrester
J.P. Gownder, VP, Principal Analyst, Forrester

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The Future Of Media
The Differentiation Imperative: Combining Creative Intuition With Machine Efficiency Resolves Digital Sameness

2020 saw years of digital advancement in a matter of months. Set against the backdrop of long-standing generic systems integration, consumers’ rapid adoption of connected technology, and firms’ easy access to the same business tools, digital became dominant. But it also dove deeper into digital sameness. Products, communication, commerce, and digital experiences continue to carry similar designs, technology, and benefits. Differentiation is a must for 2021 and beyond. Join this session to learn about the power of creative differentiation as the next driver of business growth and how to combine humans and software to create breakthrough ideas and executions.

Speakers:
Jay Pattisall, Principal Analyst, Forrester

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Application & Experience Design
Why And How To Design Inclusive Experiences

Creating inclusive experiences is good for business, customers, and employees. It helps you reach new markets, reduce legal risk, prove your company is serious about diversity, equity, and inclusion (DEI), and more. But most companies take a narrow approach to design, so they miss out on these benefits. This session will present data demonstrating the benefits of inclusive design and then lay out five case studies demonstrating how to augment your experience design practice for inclusion.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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2:40 pm – 3:15 pm CDT

Design Lessons From A Pandemic Year

It hasn’t been a normal year. Yet, we’re all still trying to accomplish our goals. Yes, even in the face of changing customer needs and expectations, a pandemic, and geopolitical uncertainty, we still need to win, serve, and retain customers. There are surprising parallels in the life changes we’ve all dealt with in the past frustrating year. Join this session to learn how to move faster, design better, and get better results by employing lessons from our personal lives.

Speakers:
Andrew Hogan, Principal Analyst, Forrester

3:10 pm – 3:15 pm CDT

Closing Remarks

2:55 pm – 3:15 pm CDT

Special Session

12:00 pm – 12:05 pm CDT

Welcome Back

*Times subject to change.

CX North America · June 7 – 9 · Nashville & Digital Experience

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