CX
North America

June 7 – 9  |  Live Virtual Experience

Agenda

Monday

Jun 7
  • 12:00 pm – 12:20 pm ETWelcome & Opening Remarks
  • 12:25 pm – 12:55 pm ETKeynote Session
  • 1:00 pm – 1:20 pm ETBreakout Sessions
  • 1:30 pm – 2:40 pm ETBreakout & Case Study Sessions
  • 2:45 pm – 3:25 pm ETGuest Keynote
  • 3:30 pm – 4:15 pm ETNetworking & Marketplace Villages

Tuesday

Jun 8
  • 12:00 pm – 12:50 pm ETKeynote Sessions
  • 12:55 pm – 1:40 pm ETBreakout & Case Study Sessions
  • 2:00 pm – 2:20 pm ETBreakout Sessions
  • 2:25 pm – 2:55 pm ETKeynote Session
  • 3:00 pm – 3:30 pm ETGuest Performance
  • 3:30 pm – 4:15 pm ETNetworking & Marketplace Villages

Wednesday

Jun 9
  • 12:00 pm – 12:35 pm ETKeynote Session
  • 12:40 pm – 1:25 pm ETBreakout & Case Study Sessions
  • 1:25 pm – 1:50 pm ETEnergizer Break
  • 1:50 pm – 2:35 pm ETBreakout Sessions & Case Studies
  • 2:40 pm – 3:15 pm ETKeynote Session

Monday Jun 7

9:00 am – 12:00 pm ET

CX Certification: Drive Action With Your Journey Maps – Available On Demand

For journey maps to deliver sustained value, they need to be impactful beyond a journey mapping workshop. Learn how CX teams should use journey mapping efforts as a catalyst to create a more journey-centric organization. You’ll view video lessons from our CX certification course, then go on to explore more insights on journey-centric organizations in our online learning platform.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Rick Parrish, VP, Principal Analyst, Forrester

Spotlight Sessions – Available On Demand

See the list of available Spotlight Sessions here.

12:00 pm – 12:20 pm ET

Welcome & Opening Remarks

Speakers:
Melissa Parrish, VP, Group Director, Forrester
George Colony, CEO, Forrester

12:25 pm – 12:55 pm ET

The Customer Obsession Advantage

You’ve heard the theory of customer obsession: that putting customer mindfulness at the core of your company will grow your business post-pandemic. But what exactly does that mean for your firm? This session will make customer obsession a practical strategy, regardless of your budget, industry, or current customer IQ. Lean in to learn: Why bother with customer obsession? What will really change about the work your firm does? What should you do to undertake customer obsession now?

Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester

1:00 pm – 1:20 pm ET

Breakout Sessions

Scale CX & Integrate Brand
Establish, Fund, And Scale The CX Function

How do you unify your company’s CX vision and strategy, drive adoption of CX management and implement a CX roadmap? So many CX teams encounter seemingly insurmountable challenges to progress. But successful CX functions demonstrate commonalities in CX skills, stakeholder management, and even how they get funding. Whether your team is newly minted or well-established, we offer the characteristics that empower CX functions to lead transformation.

Speakers:
Angelina Gennis, Analyst, Forrester

READ MORE +READ LESS -
Insights To Impact
How To Calculate Customer Lifetime Value

Customer lifetime value 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 customer lifetime value struggle to determine the right data and equation for doing so. This session will explain four different models for calculating this challenging metric and will showcase best practices from companies that are successfully using customer lifetime value today.

Speakers:
Brandon Purcell, Principal Analyst, Forrester

READ MORE +READ LESS -
Design Experiences That Drive Loyalty
Evidence-Based Innovation

How can you improve your organization’s ability to innovate? This session will introduce Forrester’s new research in progress about the two key components of innovation — leaping and climbing — and how to apply key principles of evidence-based practice to both. Evidence-based practice has transformed healthcare and has the potential to transform your innovation efforts, too.

Speakers:
David Truog, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Measure CX & Prove ROI
Measure And Benchmark Journeys To Drive Emotional Engagement

To know what successful customer journeys look like and to benchmark them, we need to change how we think about emotion and journeys. First, we need to go beyond just equating emotion with delight and instead understand whether experiences maintain an optimal ratio of positive to negative emotions to shape memory. Second, we need to consider three key factors in understanding journey success: baseline, curve, and punch.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Future Of Work & Employee Experience
Who’s Ready To Work With Robots? What The Data Tell Us About Automation Readiness

Your workforce may feel threatened by working with robots and automation, even if your business will increasingly depend on these tools. The secret: Your automation success is as dependent on your culture as it is on your technology. We’ll draw on data from over a thousand workers in the US who tell us what their organizations are and are not doing to prepare them and the workplace for increased automation. We’ll show you what they think and guide you to fulfill their hopes, not their fears.

Speakers:
James L. McQuivey, PhD, VP, Principal Analyst, Forrester

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CMO
The Customer-Obsessed CMO: A Panel Discussion

Customer-obsessed CMOs are business leaders first and marketers second. Their marketing function isn’t a cost center; it’s a revenue generator — one that enables business growth and drives long-term value. During this moderated discussion, hear from two CMOs who are proving marketing’s effectiveness by challenging norms and championing the customer every step of the way.

Speakers:
Mike Proulx, VP, Research Director, Forrester
Andrea Brimmer, Chief Marketing & Public Relations Officer, Ally Financial
Michael Roberts, Chief Marketing Officer, Retail, Vanguard

READ MORE +READ LESS -
Diversity, Equity & Inclusion
How To Create A Strategy For Diversity, Equity, And Inclusion (DEI)

DEI is a key issue for both consumers and employees. Unfortunately, too many companies take an ad hoc approach that hurts the brand with both groups. During this session, we’ll use a DEI-specific version of Forrester’s Values-Based Experience Framework to explore the nine possible strategies that companies can have for DEI and decide which one is best for your business.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Special Session
Start Today: A Practical Framework For Using Instant Feedback To Power Real-Time CX

Lag time in customer feedback won’t cut it. Market conditions and customer sentiments move too fast for an outdated customer feedback system that takes weeks or months to go from collection to insights. Join Steve Peltzman, Forrester’s chief business technology officer and head of FeedbackNow, as he offers a practical, actionable framework for implementing real-time CX operations at your organization. Plus, get an overview of some of the technologies that can help you revolutionize your customer experiences.

Speakers:
Steve Peltzman, Chief Business Technology Officer, Head of FeedbackNow, Forrester

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1:20 pm – 1:30 pm ET

Marketplace Break

1:30 pm – 1:50 pm ET

Case Study Sessions

Real-world case studies presented by our sponsors.

Acxiom: Being Customer Obsessed, Means Being Data Obsessed

Putting your customer first requires a strong data & analytics strategy to get to the holy grail of a single customer view so you can better know, respect and reward your customers. Join this insightful panel between US Bank and Acxiom to understand US Bank’s strategy and deliberations to ensure experiences matter.

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

Speakers:
Srini Nallasivan, Executive Vice President, Chief Analytics Officer, Head of Enterprise CRM, US Bank
Tate Olinghouse, Chief Client Officer, Acxiom

Clarabridge: Advancing Nationwide’s Voice of the Customer Program

This presentation will delve into why the voice of the customer (VoC) matters for Nationwide and how its VoC program is evolving beyond traditional methods. The presentation will touch on how Clarabridge is helping advance the VoC program by integrating disparate sources of VoC data into one system that can provide a comprehensive view of the customer pain points and how Nationwide is approaching the deployment to the enterprise with a focus on continuous improvement.

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

Speakers:
Sri Sankar, VP of Customer Strategy & Engagement, Nationwide

Forsta: Driving Business Outcomes with CX – conversations with Charles Schwab & DHL

CX programs are most powerful when the data is used purposefully across the organization. What this looks like can differ from company to company. Charles Schwab is breaking down silos between departments to jumpstart their journey analytics, while DHL is directly applying their global CX data to drive a pillar business objective. In this fireside chat, learn about each of their paths to successful business outcomes through their CX programs.

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

Speakers:
Jeremy Strang, Global Senior Manager Customer Intelligence, DHL
Sean Albertson, Managing Director, Client Experience Measurement & Analytics, Charles Schwab & Co., Inc.
Tricia Aguilar, Head of Solutions Strategy, Forsta

Microsoft: Campari Group Raises the Bar for Customer Experiences with Microsoft Dynamics 365

Campari Group had a fragmented data landscape that made it difficult to get a 360-degree customer view, personalize communications and experiences for maximum effect. Campari Group built a customer data platform using Microsoft Dynamics 365 Customer Insights to unify its data, gain AI-driven insights, and facilitate personalized communications and customer journeys across multiple channels with Dynamics 365 Marketing. Learn how Campari Group can now support end-to-end customer journeys across marketing, sales, and customer service.

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

Speakers:
Shelley Bransten, Corporate Vice President, Global Retail and Consumer Goods, Microsoft
Chad Niemuth, Global IT – Marketing & Sales, Campari Group

Qualtrics: How Digital Realty is Evolving Their CX Program to Create Insanely Great Experiences

What do organizations that thrived last year have in common? They are experience-centric brands with a modern CX strategy built on rapid improvement and design that enables them to adapt to dramatic market changes. Join this session to learn from Qualtrics and Digital Realty Trust, a leader in global digital connectivity, trends, and best practices that will help you exceed customer expectations and accelerate growth.

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

Speakers:
Mark Reynolds, Vice President, Global Customer Operations, Digital Reality
Liz Tassey, Global Head of Product Marketing, Qualtrics

Verint: How Atlantic Union Bank Builds Cross-Departmental CX

Jason is a customer experience leader with a keen understanding of creating cross-departmental CX programs that organizations successfully adopt. Currently Atlantic Union Bank is maturing their CX program into a holistic Enterprise Experience department—incorporating changes that benefit employees and executives as much as customers. Join this conversation with Verint’s Eric Head to learn from their combined 40+ years in the CX space.

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

Speakers:
Eric Head, VP, Experience Leadership, Verint
Jason Huffman, SVP, Director of Customer Experience, Atlantic Union Bank

1:55 pm – 2:15 pm ET

Breakout Sessions

Scale CX & Integrate Brand
Build The Right CX Governance To Deliver Consistent, On-Brand Experiences

CX governance is a critical activity for embedding customer experience in your organization, and it’s a team sport. Join this session to learn why CX governance matters, what it needs to function well, and what it can do to help your organization improve CX.

Speakers:
Judy Weader, Senior Analyst, Forrester

READ MORE +READ LESS -
Insights To Impact
Drive More CX Actions With Data Storytelling

Don’t you want to see more of your work drive decision-making that matters? Storytelling is your most important tool in driving action from data — quantitative or qualitative, information or evidence. Whether driving business and operations decisions about CX, getting budgets approved, or proposing an organizational change, developing your storytelling skill is crucial. You’ll walk away from this session with a reusable five-step playbook for data storytelling that works.

Speakers:
Cinny Little, Principal Analyst, Forrester

READ MORE +READ LESS -
Design Experiences That Drive Loyalty
Top Design Projects Of 2021:​ Beware The Design Deficit

Design can determine the success or failure of your CX strategy, but where should you focus your finite design efforts? In this session, you’ll hear new Forrester data about where design contributes most often and what happens when there isn’t enough to go around.

Speakers:
Andrew Hogan, Principal Analyst, Forrester

READ MORE +READ LESS -
Measure CX & Prove ROI
The Five Myths — And Realities — Of CX Measurement Technologies

Technology alone is not panacea. Yet far too often, CX pros focus too much on technology and not enough on what it takes to build and maintain a best-in-class measurement program. In this session we will dive into the give CX measurement myths that CX pros should avoid before selecting and implementing a CX measurement technology.

Speakers:
Faith Adams, Senior Analyst, Forrester

READ MORE +READ LESS -
Future Of Work & Employee Experience
The Future Of Work At FanDuel

More details on this session coming soon!

Speakers:
Josh Ives, Senior Vice President, Customer Operations, FanDuel
Nancy Vega, VP, CX Executive Partner, Forrester
Ryan Trafton, Executive Partner Advisor, Forrester

READ MORE +READ LESS -
CMO
The CMO Must Own Marketing. Again.

There was a time when all CMOs were at the vanguard of the business. Today, many of them have retreated. An assortment of new C-suite roles has marginalized their marketing responsibility, and digital disruption has pushed them out of their depths. Attend this session to find out how every CMO can own marketing again — by leading with customer-obsessed marketing that is elevated, evolved, and emboldened.

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

READ MORE +READ LESS -
Diversity, Equity & Inclusion
Technology Won’t Save You From Your Innovation Problem: Why Inclusive Leadership Holds The Key To Unlocking New Connections And Ideas

Innovate or die. That’s the mandate as the global economy has increased pressure across all organizations to find new ways of serving customers, as well as reinventing operating practices for competitive advantage. Many organizations look to technology to help them drive new ideas and find new ways of working, but focusing exclusively on tech leaves many businesses blind to the most essential part of the innovation equation: people. As organizations seek to serve an increasingly diverse population of customers and stakeholders, their lack of focus on diversity, equity, and inclusion has created an innovation gap. Inclusive leadership holds the key to closing that gap before it becomes an existential threat.

Speakers:
Katy Tynan, Principal Analyst, Forrester

READ MORE +READ LESS -
Special Session
CX Index Industry Data Bursts: US Banks

This session includes (2) short data burst sessions that share the latest findings from Forrester’s CX Index.

Did Loyalty Programs Help Multichannel Banks Retain Customers During the Pandemic?

Loyalty programs for multichannel banks are more amorphous than for example loyalty programs for retailers. Forrester’s CX Index data shows these programs do provide CX benefits but you may be surprised by where they’re helping, as well as how well they maintained customer loyalty during the pandemic.

Direct Banks: Break Away From The CX Pack

Direct banks were once on the cusp of achieving CX excellence. Take a look at where direct banks have (or have not) made strides in the last six years and what potential consequences may be in the future.

Speakers:
, , Forrester

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Executive Leadership Exchange
The Current State Of CMO & CXO Priorities

The dynamics of customer experience in B2C organizations are impacted by many stakeholders within the enterprise. Heads of customer experience and marketing have the challenge and opportunity to bring often divergent priorities together to execute on their orgnanization’s brand promises. Join Forrester executive partners, Su Doyle and Jen Sanning to uncover the strategies and tactics that CXO’s and CMO’s are using to propel their businesses forward.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester
Jen Sanning, VP, CMO Executive Partner, Forrester

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2:20 pm – 2:40 pm ET

Case Study Sessions

Real-world case studies presented by our sponsors.

Ambry Genetics and Talkdesk: Delivering Superior Patient and Provider Experience

Learn how Ambry Genetics is using Talkdesk CX Cloud to support their vision for patient and provider experience now and for the future. We’ll discuss how they use data to drive decisions, lessons learned from 2020, and best practices for the new normal.

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

Speakers:
Anna Dispensa, Director, Client Solutions , Ambry Genetics
Greg Miller, Vice President Industry Strategy, Healthcare & Life Sciences, Talkdesk

CallMiner: How Dell Drives Better Outcomes Through Conversation Analytics

Join Dell’s Renée Hodgin, Voice Analytics Business Scientist in a fireside chat with CallMiner’s Marketing Director Brian LaRoche as they discuss Dell’s journey with Conversation Analytics, their achievements to date and their roadmap for the future.

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

Speakers:
Renée Hodgin, Voice Analytics Business Scientist, Dell
Brian LaRoche, Director, Events & Field Marketing, CallMiner

Concentrix: Experience Orchestration: The Future of Feedback Management

The Achilles’ heel of most customer feedback programs is lack of action. Why? The expectation that thousands of stakeholders will find ways to integrate feedback into their daily work habits might be setting programs up for failure instead. How are successful CX leaders tackling this problem? Enter experience orchestration: the automation of action at scale. In this session, we’ll discuss 4 powerful orchestration strategies that leading brands have adopted, and the results they’ve achieved.

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

Speakers:
Jackie Potts, Director, VOC Strategy, Concentrix

InMoment: Healthy CX Programs Never Stop Improving

There is no magic formula to building a successful CX program, but for Abbott it means continually improving and never resting on their program’s current success. Join this fireside chat with Brian Bruner, Global Director of Customer Loyalty for Abbott Diagnostics, to hear about their strategies to continually strive to meet Abbott customer needs, better understand friction points, inspire support and engagement from Executive Leaders, and build a customer-centric culture that drives true business value.

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

Speakers:
Brian Bruner, Global Director of Customer Loyalty, Abbott Diagnostics
Cammy Enck, InMoment Client Success Director, Healthcare Practice

LivePerson + Priceline: Introducing Bots & Messaging into your Engagement Strategy

This session will cover the key considerations for shifting to a messaging-first strategy – from a brand with over 13MM+ monthly average users. We’ll deep dive into Priceline’s decision criteria as they introduced AI, and how a bot serving a single intent handles 14% of inbound inquiries — with plans to expand. Learn about the vision for an end-to-end, connected experience with AI-powered messaging spanning multiple channels and how Priceline plans to make that vision reality.

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

Speakers:
Jeremy Ellis, Sr. Director, Head of Customer Care, Priceline
Jared Eisenlohr, VP, Technology, Travel & Retail, LivePerson

Rightpoint: Pivot! How Garden of Life 10X'd DTC Growth

Every generation—from Zoomers to Boomers—sees wellness and fitness as an essential investment in the post-COVID world. In this webinar, you’ll learn how this insight drove an investment in the direct-to-consumer channel that helped Nestle Health Sciences’ Garden of Life brand attract new customers, support channel growth, and gain valuable customer information to guide future health product development—and how you can structure your digital investment to reap similar benefits.

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

Speakers:
Mandy McCarthy, Chief Marketing Officer, Garden of Life
Phillip Jackson, Chief Commerce Officer, Rightpoint

Sprinklr: How to Become an Insights-Driven CX Professional: A Conversation with Twitter & Sprinklr

Capturing, incorporating, and actioning your customer’s feedback is critical to your business’s growth. Learn to leverage data, analytics, and insights to sharpen your acumen on customer experience.

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

Speakers:
Asha Aravindakshan, VP of Customer Delight & Operations, Sprinklr
Eric Martin, Senior Manager of Data Partnerships, Twitter

2:45 pm – 3:15 pm ET

Guest Keynote: A Conversation With Leslie Odom, Jr.

Leslie Odom, Jr. is a multifaceted, award-winning vocalist, songwriter, author, and actor. With a career that spans all performance genres, he has received recognition with Tony and Grammy Awards as well as Emmy and, most recently, two Academy Award nominations for his excellence and achievements in Broadway, television, film, and music.

Odom currently stars and performs the songs of legendary singer Sam Cooke in the critically acclaimed Amazon film adaptation of the Olivier Award-nominated play, One Night in Miami, directed by Regina King. His portrayal of the soul icon has been met with widespread praise and critical acclaim, earning him nominations for an Academy Award, BAFTA Award, Critics’ Choice Award, Golden Globe Awards, and Screen Actors Guild Awards, among others. King also enlisted Odom to write, compose, and perform the film’s original song, “Speak Now,” for which he is currently nominated for an Oscar and has since earned him a Critics’ Choice Award and several other award nominations.

Odom has released four highly lauded studio albums, including two holiday records and his chart-topping, self-titled debut. He has performed at the White House, Super Bowl, and on hallowed stages such as Lincoln Center, Rockefeller Center, and the Macy’s Thanksgiving Day Parade.

In 2018, he published his first book, Failing Up: How to Take Risks, Aim Higher and Never Stop Learning.

Odom can also be heard voicing the character of ‘Owen Tillerman’ in the Apple TV+ animated musical-comedy series Central Park, for which he received a 2020 Emmy nomination, as well as captivating audiences as ‘Aaron Burr’ in the filmed musical performance of the original Broadway production of Hamilton released in 2020 on Disney+.

His other upcoming projects include The Many Saints of Newark, a prequel to David Chase’s Award-winning HBO series The Sopranos set to be released this Fall and Needle in A Timestack written and directed by John Ridley.

Additional film and television credits include the limited series Love in the Time of Corona, Harriet, Murder on the Orient Express, Only, Red Tails and Smash.

3:30 pm – 4:15 pm ET

Networking & Marketplace Villages

Connect with other attendees by participating in facilitated networking sessions or learn more about the solutions that will help your organization deliver connected experiences by visiting the Marketplace Villages.

AfterWords

Have you 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 this session, you 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!

The Customer Obsession Advantage

Speakers:
Shar VanBoskirk, VP, Principal Analyst, Forrester

The Customer-Obsessed CMO: A Panel Discussion

Speakers:
Andrea Brimmer, Chief Marketing & Public Relations Officer, Ally Financial
Mike Proulx, VP, Research Director, Forrester
Michael Roberts, Chief Marketing Officer, Retail, Vanguard

People’s Choice

Using polling technology, delegates will have a chance to cast their vote and choose what hot, news trending topic they’d like to hear our expert analysts weigh in on (and maybe even debate). Voting will be held live during the session.

The Illusion Of Insights

“In god we trust; all others must bring data.” Edwards Deming’s famous quote highlighted the need for evidence-based decision-making.  Are we striking a good balance with customer insights for CX? Are you balancing your portfolio of quantitative and qualitative customer insights methods to protect against the illusion of insight? Are you building trust with your stakeholders? Cast your vote to discuss one of these topics: 

  • Boosting confidence with mixed method customer insights 
  • Building trust with insights
  • Prioritization of customer insights methods
  • Balancing the “what” and “why” of customer behavior 

Speakers:
Srividya Sridharan, VP, Research Director, Forrester

Experience Research: Who, What, and How Much?

Most CX Pros understand the necessity of research, but what research means and who should do it is often a point of contention in organizations. Join us to discuss solutions to some of the key research challenge CX pros content with:  

  • How much research do we really need? 
  • Why does qualitative research matter (and how to convince others of it)?
  • Who should do research?
  • What kinds of questions should research answer?

Speakers:
Kelly Price, Senior Analyst, Forrester

What Will Consumers Do Next And Why?

The COVID-19 pandemic and its related crises sow the seeds for massive technological, social, and cultural transformation. However, the ways in which people are responding – and the intensity of their response – vary drastically across consumer emotional and demographic profiles. How do we make sense of consumer behavior change over the past year, and what does this reveal about consumer expectations moving forward? Cast your vote and join us as we discuss one of the following topics.

  • Pandemic-Related Consumer Behavior Changes, In Context
  • How The Pandemic Influences Consumers’ Relationship With Technology
  • How The Pandemic Influences Consumers’ Relationship With Brands
  • Forward-Looking Consumer Changes That Will Shape The Next 5 Years

Speakers:
Anjali Lai, Senior Analyst, Forrester

What You Don’t Know About DEI Will Hurt You

DEI has gotten a lot of exposure over the course of 2020 and into 2021. Organizations who haven’t historically prioritized this work are making it a priority now. In this session the audience will choose what they’d like to discuss, and Forrester’s expert panelist will help you get a better grip on the complicate landscape of DEI.

  • DEI’s impact on buyers
  • DEI talent in the marketplace
  • Creating an inclusive workplace
  • DEI best practices

Speakers:
Katy Tynan, Principal Analyst, Forrester
Fatemeh Khatibloo, VP, Principal Analyst, Forrester

Drop-In Discussions

Analyst-led, low-pressure group format that enables conversations, networking and engagement on popular CX topics. 

Bridging The Insights To Action Gap

Producing insights that don’t lead to decisions is a waste of time. During this session you and your peers will share best practices for turning insights into actions that have a meaningful impact on your organization’s bottom line and your customer experience. Topics discussed will focus on overcoming common challenges: 

  • Building trust with internal stakeholders
  • Prioritizing the right types of insights
  • Translating insights into the right actions

Speakers:
Brandon Purcell, Principal Analyst, Forrester

How To Measure And Manage Customer Journey Performance

During this session, you will learn from your peers how they are approaching measuring how well their customer journeys perform. Below are the topics we’ll explore during our conversation. 

  • Why CX pros must measure journey performance.
  • The components of an effective journey measurement framework
  • How to develop a customer journey measurement framework

Speakers:
Maxie Schmidt, VP, Principal Analyst, Forrester

Understanding the CX Index

This session will provide delegates the opportunity to hear examples of how firms use insights gleaned from CX Index data to guide their own CX strategies and transformations. Some specific topics include: 

  • Why emotion is so important
  • How the CX Index supports CX maturity development
  • How channels can make a difference in experience quality
  • Recent trends in CX quality 

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

Future of Work & EX

In this conversation, we’ll explore and discuss whether everyone at an organization should have performance goals tied to CX? And if so, should everyone’s goals be the same, different, or only employees who work with customers should have CX goals.

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

CX Certification: Drive Action With Your Journey Maps

For journey maps to deliver sustained value, they need to be impactful beyond a journey mapping workshop. Learn how CX teams should use journey mapping efforts as a catalyst to create a more journey-centric organization. You’ll view video lessons from our CX certification course, then go on to explore more insights on journey-centric organizations in our online learning platform.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Rick Parrish, VP, Principal Analyst, Forrester

Tuesday Jun 8

12:00 pm – 12:35 pm ET

It Takes Hard Data And Soft Power To Ensure CX Success

CX leaders must organize stakeholders companywide to create a consistent, high-quality CX that aligns with the firm’s expression of customer obsession. Our latest research reveals the six priorities that CX leaders should focus on to succeed. During this speech, Rick will describe these priorities and explain how CX leaders who fulfill them will drive customer loyalty, deliver business results, and justify greater investment in CX.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

12:40 pm – 12:50 pm ET

Introducing Forrester’s Bold New Research Offerings

Gain insights into current and future markets. Make decisions with confidence. Accelerate progress on your most pressing priorities. Join us for a deep dive session on Forrester’s new research offerings that help you do all of these things and more.

Speakers:
Carrie Johnson, Chief Research Officer, Forrester

12:55 pm – 1:15 pm ET

Breakout Sessions

Scale CX & Integrate Brand
C-Level Collaboration Strategies Will Power Your CX Transformation

CX teams tell us that the most significant obstacle to improving customer experience is lack of organizational cooperation. That’s why high-functioning CX teams make working with their stakeholder ecosystem a top priority. In this session, we’ll share case studies of five successful collaboration strategies and how you can employ them to accelerate CX transformation across your organization.

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

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Insights To Impact
Emotional Loyalty Measurement — The Next Hurdle

Our Customer Experience Index (CX Index™) data consistently shows that emotion is a key driver of overall customer loyalty. Brands are now attempting to get a better handle on how to measure and capture emotional loyalty. But are these efforts ready for prime time? This session will define what emotional loyalty is, how brands are measuring it, what type of insights brands can expect to derive, and, most importantly, how it is being used to improve brands’ relationships with their customers.

Speakers:
Mary Pilecki, VP, Principal Analyst, Forrester

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Design Experiences That Drive Loyalty
How Companies Are Scaling Design In 2021

Companies are recognizing the business value of design, and that opens the door for design teams to expand their scope and influence. But seizing this opportunity brings with it a challenge: how to scale up to meet demand and increase design’s impact? In this session, we’ll share new Forrester data and research on the tools, practices, and roles leading design teams use to power design at scale.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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Measure CX & Prove ROI
Advanced Prioritization: Use Five Dimensions To Drive Better Decisions

Whether you’re prioritizing projects, journeys, or measurement insights, your approach should be grounded in data that supports informed decisions. Forrester’s advanced CX prioritization model comprises five categories of criteria — including ROI — to evaluate potential activities that benefit customers and the firm. In this session, CX leaders will learn how to use this model to choose which activities should come next on their to-do list.

Speakers:
Judy Weader, Senior Analyst, Forrester

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Future Of Work & Employee Experience
Employee Journey Maps Will Strengthen Your Hybrid Work Strategy

Organizations that obsess over their EX are journey-centric. Journey maps are powerful tools that visualize the employee experience from the perspective that matters most – that of your employee. We will adapt journey mapping best practices to serve hybrid work journeys. An effective map will illuminate how your employee’s goals, emotions, tasks, and success measures will inform strategy development and implementation.

Speakers:
Angelina Gennis, Analyst, Forrester

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CMO
Welcome To The Post-Cookie World. Will Your Data Strategy Hold Up?

Everyone’s talking about the demise of the third-party cookie. But that’s just part of the story of what’s limiting access to consumer data. In this session, you’ll learn about the four forces of data deprecation — from regulatory scrutiny to big tech data retrenchment — and why robust first-party data is the CMO’s best tool for an insights-rich marketing strategy that builds consumer trust.

Speakers:
Fatemeh Khatibloo, VP, Principal Analyst, Forrester

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Diversity, Equity & Inclusion
A New Society Has Arrived. Is Your Firm Ready To Embrace It?

The conversation about race and gender and the imperative for fairness and equality has reached a crescendo. Companies face a new urgency to address these social vectors head-on in the way they do business. To get it right, firms must move beyond knee-jerk action to systemic change. In this session, we will explore the challenges ahead and outline a framework to rethink stakeholder relationships – employees, partners, customers, and the community – in light of the new social reality.

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

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Special Session
What Not To Do With Your CX Data

More details on this session coming soon!

Speakers:
Michelle Yaiser, Principal Analyst, CX Index, Forrester

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1:20 pm – 1:40 pm ET

Case Study Sessions

Real-world case studies presented by our sponsors.

ActionIQ: News Corp Leverages a CDP to Drive Consumer Revenue Strategies

Even before recent changes to third-party cookies shook up ad-based revenue models, News Corp invested deeply in growth through direct customer relationships. With customers spanning diverse brands like Wall Street Journal, HarperCollins, and New York Post, unifying and activating customer data in cohesive customer experiences is easier said than done. Learn how Esfand Pourmand, SVP of Global Subscriptions, integrates technology and business processes to drive new consumer revenue strategies at News Corp.

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

Speakers:
Esfand Pourmand, SVP of Global Subscription, News Corp

Clarabridge: Five Steps to a Successful Omni-Channel CX Program

Learn how some of the largest brands in the world have built successful enterprise-grade omni-channel CX programs. Using new research and real use cases, this session will cover best practices for how to integrate multiple feedback sources, how to create a holistic view of the customer and how to set up the systems and processes to drive action and prove ROI.

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

Speakers:
Fabrice Martin, Chief Product Officer, Clarabridge

Informatica: Building a Data Strategy for CX

Data is key to creating engagement that leads to loyal and lasting customers. And, relevant and consistent customer experiences only happen with a data-driven approach. Kevin Fleet will introduce Informatica’s data strategy framework, designed to help you overcome obstacles including corporate culture, data silos, and skills gap. With a well thought-out data strategy, you can leverage the right data to deliver the right experience, at the right time so you can optimize every interaction.

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

Speakers:
Kevin Fleet, VP of Advisory Services, Informatica

LiveVox: CX Strategy in Today's Digital Age – A Fireside Chat with LiveVox CEO, Louis Summe and Forbes Contributor, Ron Shevlin

LiveVox CEO, Louis Summe, is joined by Cornerstone Advisors Director of Research, Ron Shevlin, to discuss the latest in CX trends and how customer service leaders are successfully adapting to an increasingly digital environment with cloud capabilities including seamless omnichannel customer journeys and AI.

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

Speakers:
Louis Summe, CEO and Co-Founder, LiveVox
Ron Shevlin, Managing Director of Fintech Research, Cornerstone Advisors

Medallia & Samsung: Signals Here, Signals There, Signals Everywhere

Surveys alone can’t provide enough insights to help organizations stay ahead of changing customer expectations. Companies must capture experience signals across the entire customer journey, from both direct and indirect feedback, operational data, and observed behavior. Learn how Samsung Care has embraced this strategy for growth, integrating over a dozen different signals to drive both short and long-term improvement actions combined with relevant ROX – Return on Experience.

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

Speakers:
Guilherme Koga, Director Care Analytics - Customer Experience and Strategy, Samsung Electronics America

Talkwalker: How Grubhub and Square Enix Elevate CX with Voice of the Customer

Despite their different product offerings, a leading video game publisher and a food ordering & delivery platform use similar data to turn consumer insights into action to enhance products, services, and content. The past year has forever changed how brands and consumers interact. Companies that want to survive this shift will need to rely on intelligence from customer conversations to make smarter business decisions and better serve customers. Level up your CX strategy with advice from these customer-obsessed companies.

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

Speakers:
Mandy Cudahy, Director of Content Marketing, GrubHub
Aaron Kaufman, Director of Social Media and Community, Square Enix
Ben Riggle, Head of Sales US & LATAM, Talkwalker

UserTesting: Successfully Maximizing Customer Insights At T. Rowe Price

T. Rowe Price faced a challenge: 37% of new account applicants weren’t moving beyond the first page of the process. The UserTesting® Human Insight Platform enabled the company to identify the points of customer confusion within hours, close the experience gap, and reduce the percentage of customers dropping out of the application process. In this session, learn the value of how fast, actionable human insights can strengthen your organization’s bottom line.

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

Speakers:
Janelle Estes, Chief Insights Officer, UserTesting
Harsha Thayi, Senior Manager of User Experience, T. Rowe Price

1:40 pm – 2:00 pm ET

Marketplace Break

2:00 pm – 2:20 pm ET

Breakout Sessions

Scale CX & Integrate Brand
Improve CX With A Solid Tech Strategy

Companies improve their customer experiences through closed-loop processes that feed customer insights back into the business. Underpinning these systems is a technology portfolio that captures, analyzes, and disseminates customer data. This session will describe the role of CX in setting the tech strategy that guides these portfolios and discuss the role CX leaders should play in technology decision-making.

Speakers:
TJ Keitt, Principal Analyst, Forrester

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Insights To Impact
Tap The Power Of Conversations For Customer Growth

Customer calls are a rich and growing gold mine, and a host of new AI-enabled conversation intelligence solutions can help you dramatically optimize marketing and boost sales productivity. They help you track the customer journey from digital to physical channels, (re)allocate your advertising spend to drive the most valuable conversations, and even coach your sales teams on the best arguments and how to deliver them. Join us to learn about the ways that enterprises are using conversations to drive growth, the most valuable capabilities, and how to navigate the landscape of different conversation intelligence solutions.

Speakers:
Kjell Carlsson, Ph.D., Principal Analyst, Forrester

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Design Experiences That Drive Loyalty
Use ResearchOps To Power Better Design

Good design can’t happen without quality research, but effectively integrating data and insight into design decisions comes with myriad challenges. Research Operations (ResearchOps) has emerged as a practice to optimize the people, processes, and strategies that make research effective. This session will outline varying approaches organizations are taking to building and scaling ResearchOps practices and how to find success.

Speakers:
Kelly Price, Senior Analyst, Forrester

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Measure CX & Prove ROI
Be A Rainmaker — Align Your CX Business Case To Revenue Growth

Compare priorities for CX teams and C-suites (even for CX teams reporting to C-suites), and you’ll see a disconnect. CX teams are focused on keeping customers happy, while executive teams are focused on winning new customers and getting existing customers to spend more. While researching what makes successful CX teams stand out from the pack, we uncovered a group of “Rainmaker” leaders who built their business case with new products, ventures, markets, and customer segments. In this session, we’ll share exactly what Rainmakers do differently and how you can apply their growth strategies to your CX success story.

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

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Future Of Work & Employee Experience
Discover Your Company’s Anywhere-Work Opportunity

Leaders continue to analyze and digest what the experience of the pandemic will mean for their organizations. One area of vigorous debate? Whether and how to change how our offices operate by extending some measure of remote-work practices even after it’s safe to return. Forrester believes there’s an opportunity here: Creating an anywhere-work strategy that combines the best of the office with the flexibility of anywhere-work will increase employee engagement — which, in turn, will raise customer experience. This talk will guide leaders looking to take advantage of the many benefits associated with devising a comprehensive anywhere-work strategy.

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

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CMO
Are Pandemic Consumer Behavior Changes Here To Stay?

The COVID-19 pandemic brought sweeping social, technological, commercial, and cultural change. CMOs are fervently trying to understand which changes in consumer behaviors, attitudes, and expectations are temporary, and which will persist post-pandemic. Join this session to understand what 20-plus years of detailed trended data tells us about how consumers are moving forward and the insights that will matter the most over the next 24 months.

Speakers:
Anjali Lai, Senior Analyst, Forrester

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Diversity, Equity & Inclusion
Panel: Shining The Light On Diversity & Inclusion In Asia Pacific

The business case for diversity is no longer up for debate in most geographies, with data showing that a diverse workforce brings benefits in terms of innovation, the ability to connect with customers and overall engagement. Yet there are still some parts of the world where even the terms diversity and inclusion are new age concepts. Take Asia Pacific as an example where cultural norms in certain geographies can appear as discriminatory practices in others. Join prominent Forrester analysts across Asia Pacific as they discuss the D&I issues unique to APAC, and how organizations can respect those cultural norms without rewarding discriminatory behavior.

Speakers:
Rania Makriyiannis, Principal Consultant, Forrester
Jinan Budge, Principal Analyst, Forrester
Vasupradha Srinivasan, Senior Analyst, Forrester
Sam Higgins, Principal Analyst, Forrester

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Special Session
CX Index Industry Data Bursts: Credit Cards, Health Insurers & Investment Firms

This session includes (3) short data burst sessions that share the latest findings from Forrester’s CX Index.

Improving Experiences – Side Effects May Vary

Health insurers continue to improve the quality of experiences but at a cost. View this short presentation to learn which members are benefiting the most from this improvement trend and what health insurers should be thinking about to break out of the pack.

Is Your Loyalty Program Actually Creating Loyalty?

Loyalty programs are an integral part of many credit card customer experiences. However, Forrester is uncovering the impact of these programs on loyalty behaviors may be waning as customers think more broadly about what loyalty means to them. This session will explore how firms can regain the benefits they seek in their loyalty programs.

Swipe Right: Getting to Know Your Devoted Clients

In 2020, Forrester unveiled a segment of customers, Devotees, who report significantly higher levels of quality in their experiences and subsequent drive a higher proportion of new revenue for a firm. This session dives into this client segment to help investment firms better understand who they are and what influences them.

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

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Executive Leadership Exchange
Vision In Blue: Transforming The Customer Experience At USPS

Kelly Sigmon, Vice President of Customer Experience at the United States Postal Service will discuss the massive change management initiatives she oversees at the $71 billion, 34,000 retail location organization and the impact their focus on a collaborative customer-focused approach has had on their business.

Speakers:
Kelly Sigmon, Vice President, Customer Experience, United States Postal Service

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2:25 pm – 2:55 pm ET

Prepare For The Consumer Renaissance

The pandemic has had devastating effects; it has also intensified consumer empowerment, ingenuity, resourcefulness, and adaptiveness. As consumers bear a staggering end to the pandemic, they will reach out for the products and experiences that promise to build the future they want. To become a trusted partner that fulfills emerging desires, companies must start experimenting with new possibilities now. Although they may not be obvious in the moment, the seeds of creativity sewn today will grow into the market-changing innovations that define the rest of the next decade. Join this session for a fresh take on what consumers want next and how far they’ll go to get it.

Speakers:
Anjali Lai, Senior Analyst, Forrester

3:00 pm – 3:30 pm ET

Featured Performer: Andy Grammer

Awardwinning, multiplatinum singer, songwriter, and record producer 

Since his self-titled debut, Emmy Awardwinning, multiplatinum singer, songwriter, and record producer Andy Grammer has empowered people to be their true selves through his music. Eight of Grammer’s chart-topping hits have garnered over 1.7 billion global streams, including platinum singles like “Honey, I’m Good, “Fresh Eyes, “Keep Your Head Up, and “Don’t Give Up On Me.” Throughout the last year, he spent most of his time with his family and in the studio working on new music. Earlier this spring, he released a new song called “Close To You” with R3HAB, the first of many exciting things Grammer has in store for 2021. 

3:30 pm – 4:15 pm ET

Networking & Marketplace Villages

Connect with other attendees by participating in facilitated networking sessions or learn more about the solutions that will help your organization deliver connected experiences by visiting the Marketplace Villages.

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!

It Takes Hard Data And Soft Power To Ensure CX Success

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

Prepare For The Consumer Renaissance

Speakers:
Anjali Lai, Senior Analyst, Forrester

People’s Choice

Using polling technology, delegates will have a chance to cast their vote and choose what hot, news trending topic they’d like to hear our expert analysts weigh in on (and maybe even debate). Voting will be held live during the session.

Keys To CX Team Success

A mature, high-performing CX function has a three part mission to develop a vision and strategy, drive adoption of CX management, and coordinate CX transformation. To do that CX teams need executive support, essential skills, and a  cross-functional mandate. Which of these factors is most important to your success? Vote now for one of these discussion topics: 

  • CX vision and strategy 
  • Executive support 
  • Essential CX skills 
  • Cross-functional mandate

Speakers:
Harley Manning, VP, Research Director, Forrester
Adele Sage, Principal Advisor, Customer Experience Council, Forrester

The Human Skills You Need For Connecting Customer Experience To Insights That Matter

Driving impact and decision-making with insights from data (quantitative, qualitative) takes three skills areas.  As relevant to peoples’ roles, the areas are data and analytics skills, business / operations skills, and human skills.  Human skills had been neglected.  That’s changing!  How are you focusing on this?  Don’t forget to cast your vote and join me to discuss one of the following topics.

  • The Key Human Skills  
  • Operating Models  
  • Decision-making With Data  
  • Communicating CX Benefits

Speakers:
Cinny Little, Principal Analyst, Forrester

Measuring And Proving The Value Of CX

It’s past time for CX leaders to shed the stereotype of “that customer survey person”. The CX leaders who are gaining funding for continued expansion of their programs are the ones who are measuring the right things, constantly adjusting their programs, and calculating and communicating the value of the work they’re doing. Don’t forget to cast your vote and join us as we discuss one of the following topics.

  • Going beyond surveys 
  • Making the case for CX 
  • Prioritizing properly 
  • Showing the value of CX 

Speakers:
Judy Weader, Senior Analyst, Forrester

Drop-In Discussions

Analyst-led, low-pressure group format that enables conversations, networking and engagement on popular CX topics.

Future of Work and Employee Experience

Discuss with your peers how they are unlocking customer experience gains and innovation by investing in their people – supporting them with the right tools, policies, and culture. Come prepared to share and discuss:  

  • Moving from a pandemic to a post-pandemic employee experience  
  • How to listen to employees to learn what engages them  
  • What obstacles get in the way of our ideal EX, and what top tips break through them 

Speakers:
James L. McQuivey, PhD, VP, Principal Analyst, Forrester

Measure Your Brand’s Long-Term Value

A hallmark of the best CMOs is their ability not just to deliver short-term wins but to nurture and build brands with lasting value. But while marketing campaigns and programs (think of it as “performance” marketing) have well-developed measurement systems, the way to measure the long-term value of a brand is notoriously elusive. Or is it? For this peer roundtable, come ready to share your experiences and learn from others about the successes, failures, frustrations, and lightbulb moments of measuring your brand’s long-term equity and value. 

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

CX Certification: Evolving Your CX Skills

Join established CX Certification Alumni and your peers for an interactive roundtable discussion. We’ll tackle questions like: How are individuals and teams putting CX skills and frameworks intro practice? What are the most critical skills for CX professionals today? 

Speakers:
Jenna Wohead, Director, Certification, Forrester
Jen Sanning, Executive Partner , Forrester

Reformulating The Agency Economic Model
Despite substantial advancements in marketing tactics, services and technologies to create more value for customers, the fee/ services-based economic model of marketing agencies remains largely unchanged for the last four decades. The outmoded fee model in combination with cost management strategies narrows the path for agency growth. Join analyst Jay Pattisall to discuss how the agency industry can evolve from paying for people to include paying for platforms and value.

Speakers:
Jay Pattisall, Principal Analyst, Forrester

Executive Leadership Exchange: Building Enterprise Scale CX

To put the customer first, we need to all be team players. No matter the size of your company or program, creating a unified CX program at scale is easier said than done. At American Express they took an approach to understand every business unit’s needs and how to simplify, plus unify all through the lens of bringing the customer’s voice to life. Join to learn how Amex went from silos to building an enterprise center of excellence all in the service of the customer.

Speakers:
Luis Angel-Lalanne, VP, Customer Listening, Global Servicing Group, American Express

Wednesday Jun 9

12:00 pm – 12:35 pm ET

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, Principal Analyst, Forrester

12:40 pm – 1:00 pm ET

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 ET

Breakout Sessions

Scale CX & Integrate Brand
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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Insights To Impact
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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Design Experiences That Drive Loyalty
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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Measure CX & Prove ROI
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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Future Of Work & Employee Experience
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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CMO
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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Diversity, Equity & Inclusion
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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Executive Leadership Exchange
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 ET

Marketplace Break & Special Session

1:50 pm – 2:10 pm ET

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 ET

Breakout Sessions

Scale CX & Integrate Brand
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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Insights To Impact
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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Design Experiences That Drive Loyalty
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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Measure CX & Prove ROI
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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Future Of Work & Employee Experience
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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CMO
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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Diversity, Equity & Inclusion
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 ET

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

*Times subject to change.

CX North America · June 7 – 9 · Live Virtual Experience

Take advantage of our team discount by using discount code 5FORR4 for 5 tickets for the price of 4!