Agenda

Wednesday

Oct 16
  • 9:00 am – 5:30 pmForrester Leadership Boards Meetings
  • 3:30 pm – 5:30 pmWomen's Networking Forum

Thursday

Oct 17
  • 7:30 am – 8:20 amRegistration And Breakfast
  • 8:30 am – 10:00 amKeynotes: Human-Centric Innovation
  • 11:00 am – 11:40 amTrack Sessions
  • 11:50 am – 12:20 pmSolution Sessions
  • 1:20 pm – 2:00 pmTrack Sessions Continued
  • 2:10 pm – 2:30 pmSolution Sessions
  • 2:40 pm – 3:45 pmKeynotes: Your Customers Are Human
  • 4:30 pm – 5:45 pmKeynotes: There Is No Average Customer
  • 5:45 pm – 7:00 pmReception

Friday

Oct 18
  • 7:30 am – 8:20 amRegistration And Breakfast
  • 8:30 am – 10:10 amKeynotes: Nudges And Dark Patterns
  • 10:40 am – 11:20 amTrack Sessions Continued
  • 11:30 am – 12:00 pmSolution Sessions
  • 1:00 pm – 1:40 pmTrack Sessions Continued
  • 2:10 pm – 3:15 pmKeynotes: Customers Want To Win, Too

Wednesday Oct 16

9:00 am – 5:30 pm

Forrester Leadership Boards Meetings

Join Forrester analysts and your peers at an intimate and exclusive gathering to explore the strategies that will transform your organization into an effective CX organization.

Featured Sessions Include:

  • Expert-led workshop tracks that incorporate interactive exercises designed to generate new thinking and build skills. Track topics include: employee experience, UX research and design, CX measurement and prioritization, and customer service.
  • Member panel discussions featuring diverse council members on one of several core customer experience and employee experience topics.
  • Small group exercises to share challenges, gather advice, best practices and lessons learned.

Leadership Board meetings are reserved for members only. If you’re not a member but want to learn more about attending, please reach out to your Forrester team or Amanda Brax (abrax@forrester.com) and visit our website here.

3:30 pm – 5:30 pm

Women’s Networking Forum

High Impact Leadership: Leveraging Gender Based Traits

During this session, we will share and explore gender-specific findings from our leadership study, specifically looking at the leadership traits that female leaders believe are most important and which leadership traits they are more effective on. We will go beyond the data and discuss the implications of these insights. You’ll also learn to increase your influence, expand your reach, gain greater confidence and elevate your success by masterminding with other accomplished leaders across industries.

The session will be focused on empowering women leaders in the workforce; however, we encourage anyone to join and participate.

To learn more about this session, click here.

Reserve Your Spot

*Please note: This networking Forum is open to CX SF Forum attendees and Leadership Board members attending the member meeting onsite at CX SF only.

Speakers:
Marisa Kopec, Vice President, Innovation and Product Management, Forrester

Thursday Oct 17

7:30 am – 8:20 am

Registration & Breakfast

Unlock Customer Trust With Zero-Party Consent Data 

Customer obsession requires the ability to engage customers to create meaningful experiences and business outcomes. But your ability to access the most valuable yet hard-to-reach customers, and their data, is at risk. Learn how your organization can earn customer consent and build trust through continuous conversations that yield zero-party customer consent data and business impacting insights.

Speakers:
Erin Avery, SVP, Global Marketing, Vision Critical

Voice Experiences: Are You Talking with Your Customers or at Them? 

You’ve only got one chance to get voice right – consumers rarely re-visit a voice application once they’ve had a poor first experience. The most important tool available to CX leaders to create compelling voice experiences – and to avoid costly mistakes – is user research. This interactive discussion will share case studies, practical examples, and a framework to ensure you create voice experiences that address the right customer problems and drive greater engagement. 

Request to attend

Speakers:
Patrick Carney, UX Strategy Manager, AnswerLab

Using Technology to Bring Humanity Back to Customer Engagement  

Creating good customer experiences is all about making an emotional connection with your customer. Many businesses have been reluctant to weave new technologies like AI chatbots and smart assistants into their customers’ journeys for fear that these technologies take the humanity, or the emotional connection, out of the experience.   

But this way of thinking pits humanity against technology and misses a key opportunity that AI and machine learning offer: to bring humanity back to customer engagement through the harmonious convergence of humans and technology.   

Join Amber Gregorio, Senior Product Marketing Manager for Bold360 at LogMeIn, as we explore how real-world companies are weaving compassion, flexibility and authenticity into digital interactions.   

 Topics we will cover include:  

  • A look at digital business today and technology’s “human” role  
  • Expectations from the next generation of customers  
  • Examples of how technology enables human connection

Request to attend

Speakers:
Amber Gregorio, Senior Product Marketing Manager, Bold360 by LogMeIn

8:30 am – 8:45 am

Welcome & Opening Remarks: The Total Experience

Customers’ experiences are shaped not just by what companies intend but by how their customers’ process these interactions based on how the brain works and on each customer’s deep context. Companies can benefit from applying emerging insights about these factors to how they design experiences. But these insights present stark choices that carry the potential for great benefits but also high risks. How should companies respond — to innovate, to reach more customers, to entice customers without manipulating them, and to keep them happy and coming back over the long term?

Speakers:
David Truog, VP, Research Director, Forrester
George Colony, CEO, Forrester

8:45 am – 10:00 am

Keynotes: Human-Centric Innovation

Leaders’ efforts to innovate are often driven by new technologies — from the wheel or the printing press to voice interfaces or machine learning. But innovations that don’t meet human needs die on the vine. You know you need to avoid that trap, but how can you gain the deep understanding of your customers required? And how can you design experiences they’ll embrace, not snub?

Create Experiences Rooted In Customer Needs, Not Technology

Innovation is crucial to staying in business and thriving, so companies reinvent themselves, new ones are born, and established ones die every day. Yet many innovation attempts fail because companies seduced by the glamour of new technologies fail to root their efforts in understanding of real human needs. What can you do to help your company steer clear of this existential threat?

Speakers:
Jennifer Wise, Principal Analyst, Forrester

Leading Innovation At Bank Of America

Speakers:
Rachel Kobetz, Head of Experience Design, Bank of America

Powerful Trends Shaping CX And Marketing

Join Acoustic’s Aubrey Rupp for a fast-paced journey to understanding five exciting trends that are shaping customer experience in 2019 and beyond. Attendees will learn why technology, innovation and skills are more important than everhow to embrace the Director of Marketing Data role to drive more effective CXhow AI is making personalization-at-scale a reality and how to take a unified approach to CX across your business for the best results.

Speakers:
Aubrey Rupp, Program Director, Offering Management, IBM

10:00 am – 11:00 am

Coffee & Networking Break

Sponsored by Sitecore

11:00 am – 11:40 am

Track Sessions

Kicking off multi-program, multi-day tracks that will take an in-depth exploration of key issues and challenges, led by Forrester analysts and will define new best practices from CX professionals.

Attendees will choose from:

Values & Emotions

Nearly two thirds of consumers consider brands’ moral, social, and political values when choosing whether to do business with them. So should companies bring values into their business models? And if so, how intensely should they express those values? It depends. In this session, Rick will present Forrester’s Values-Based Experience Framework for guiding these decisions.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

Emerging Technology

Data science and design are colliding as companies design data-fueled products based on pattern-finding algorithms. But many are hurting their customers and therefore the business. In this session, Andrew will briefly present his research on this topic and then interview Patrick Hebron, author of the books “Machine Learning for Designers” and “Rethinking Design Tools in the Age of Machine Learning,” and founder and leader of Adobe Design’s Machine Intelligence group. 

Speakers:
Patrick Hebron, Experience Design Manager, Machine Intelligence, Adobe
Andrew Hogan, Principal Analyst, Forrester

The Right Experience

Prioritizing inclusive design helps companies win and retain more customers, break into new markets, and get employees more engaged. But what does inclusive design look like in practice? And how do you lay the foundation for it to take hold by increasing employee awareness and igniting in them a passion to do better for customers. In this session we’ll hear from a panel of experts on how they’ve built accessibility and inclusion into their research and design practices and their advice for how all organizations can adopt an inclusive design strategy.

Speakers:
Gina Bhawalkar, Principal Analyst, Serving Customer Experience Professionals, Forrester
Xin Xin, Healthcare Designer And Researcher, Google Health
Jonathan Sidarous, Senior Vice President, User-Centered Design & Innovation Group, Wells Fargo Advisors

Customer Insights

Even companies with sophisticated customer analytics practices in place often fail to deliver superior customer experiences, due to myopia and internal misalignment. The solution lies in a new customer insights paradigm: the next best experience (NBX). In this session, Brandon will explain the NBX approach for effectively combining analytics techniques as well as other research methods to deliver compelling context-rich experiences.

Speakers:
Brandon Purcell, Principal Analyst, Forrester

Effectively measuring CX is critical for an organization to understand how they anticipate customer needs, differentiate, and exceed customer expectations. Join us for an interactive 40-minute session to learn how to identify the right in-journey signal metrics that will enable you to innovate your customer experience program and execution. During this session, we will:

  • Conduct an overview of key frameworks that enable CX measurement success
  • Link CX to business success and innovation
  • Conduct an exercise to identify and define metrics for your organization across a generic customer life cycle
  • Help you understand how operational metrics correlate to customer perceptions
  • Discuss how to leverage real-time analytics to enable you to react immediately to CX problems

This session is invite-only, and RSVPs will be accepted on a first-come, first-served basis.

Request to attend

Please email Annarose Shea at ashea@forrester.com if you have any questions.

Speakers:
Kara Hoisington, Senior Consultant, Forrester
Jonathan Masland, Principal Consultant, Forrester

11:50 am – 12:20 pm

Solution Sessions

Learn about the latest technologies that will help you power your CX initiatives.

Forget Everything Else. Trust Will Drive Success In Your CX Strategy.

Trust is not just an emotion, it is the new competitive battleground. It’s hard-won, easily lost and utterly critical. In this session, we will help you understand how to build trust, through action not words, motivating, empowering and encouraging everyone in the organization to do the right thing and deliver real business value.

Speakers:
Claire Sporton, Senior Vice President, Customer Experience Innovation, Confirmit

The Next Frontier Of Omnichannel In The World Of Artificial Intelligence

It is no secret that the digital marketing world has been changing with the use of Artificial Intelligence, IoT, AR and other experiences, digital transformation is no longer a question. It is now about reinventing business models, centered on a data-driven customer experience. In this session, we will share examples of innovative omnichannel strategies and discuss how, with CX platform approach, based on AI powered integrated solutions, OpenText helps companies get more agile and daring in building their engagement models.

Speakers:
Nali Giliana, Vice President, Digital Experience, OpenText

Understanding How To Design Incentive-Based CX Programs

The decision to introduce incentives into your CX initiatives should not be taken lightly. Once a reward component is added, it is usually very difficult to reverse and administering a rewards-based CX program is complicated. Ensing conveys the art and science of structuring an incentive-based program to ensure it is effective in delivering the intended results for your organization.

Speakers:
Dave Ensing, Ph.D., Vice President, Mobility, MaritzCX

Listen, Act, Transform: How A Culture Of Feedback Led To PwC’s Client-Centric Digital Transformation

Realizing that firms in the B2B professional service industry have historically struggled to differentiate in the way they deliver, PwC has undergone a transformation in the way we serve our clients informed by our commitment to client listening. Your Tomorrow is the story of our digital transformation – during this session we’ll share how we used client feedback to drive investment in digital up-skilling and technology enablers.

Speakers:
Shannon Rivers, Director, PricewaterhouseCoopers

12:20 pm – 1:20 pm

Networking Lunch

Experience Design: Are Your Insights Future-Proof?

As more customer interactions take place in the digital realm, understanding and optimizing these touchpoints is increasingly critical to the overall customer journey. But are you getting the complete picture on your digital experience? By leveraging UX insights, CX leaders have an opportunity to make better, more confident decisions to deliver exceptional experiences—across every touchpoint.

Request to attend

 

 

Speakers:
Alfonso de la Nuez, Co-Founder and Co-CEO, UserZoom
Christian Rohrer, Principal and Founder, xdStrategy

How US Bank And UnitedHealthcare Built CX Powerhouses In Complex Enterprises

Join leaders at UnitedHealthcare and US Bank for a practical discussion on how they use CX and journeys to rise above disruption in their industries with two very different strategic approaches: CX vs Product led. You’ll learn how they built high-performing orgs, discovered their path to journey orchestration, and the lessons they learned along the way.

Request to attend

Speakers:
Michel Feaster, CEO, Usermind
Scott Beyer, SVP – Business Banking Agile Experience Owner, US Bank

Fast Track To CX Certification: Interactive Classroom Session

This live classroom experience of “Lesson 6: Telling The ROI Story,” from Forrester’s CX Foundations course, is your head start to building useful ROI models for CX, and using storytelling tactics to build buy-in. After attending, continue to our unique online learning program to cement your understanding of critical CX knowledge and skills, gain hands-on experience with our CX Toolkit, and earn your certification as a CX Pro.

To learn more about this session and to reserve your spot, click here.

Speakers:
Harley Manning, Vice President, Research Director, Forrester

1:20 pm – 2:00 pm

Track Sessions Continued

In-depth exploration of key issues and challenges, led by Forrester analysts and will define new best practices from CX professionals.

Attendees will choose from:

Values & Emotions

Companies designing customer experiences have much to gain from understanding new scientific findings about the inner workings of human cognition — decision-making, emotion, memory, attention, wayfinding, and more. In this session, John Whalen, cognitive scientist, UX expert, and author of Design For How People Think, will highlight several recent discoveries and offer guidance about how companies can apply brain science to their experience design efforts.

Speakers:
John Whalen, Founder & Lead, Psychological Insights And Innovation Practice, Brilliant Experience

Emerging Technology

With every consumer using, on average, 4.4 devices, 6 platforms and 3.2 channels, which features, content, services should companies prioritize? And which medium should they target — between graphical user interfaces (GUIs), chat, voice, or extended reality (XR) — as consumers’ comfort with technology evolves from awareness to adoption to usage to comfort to preference? In this session, Julie will explain Forrester’s Moments Index, which brings data and rigor to deciding what to build.

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

The Right Experience

How will employees respond to automation, robots, AI, and organizational change, and how will these factors affect CX delivery? Keith Johnston will introduce attendees to Forrester’s Future of Work research, and Greg Barber will moderate a panel discussion with expert practitioners about their EX programs and how they have crafted experiences that help employees find purpose and deliver on best-in-class customer experiences.

Speakers:
Greg Barber, Senior Advisor, Forrester
Eric Wangen, Director of Customer Experience, Sentry Insurance
Keith Johnston, Vice President, Research Director, Forrester

Roundtable conversation to share and hear what your peers are thinking about the future of CX.

This is a Leadership Board exclusive session.

Speakers:
Rick Parrish, VP, Principal Analyst, Forrester

2:10 pm – 2:30 pm

Solution Sessions

Learn about the latest technologies that will help you power your CX initiatives.

Contact Center Communications Simplified

Come experience Enghouse’s Cloud Contact Center! Our intuitive, easy to use Agent and Supervisor interfaces will transform the user experience for the better.

Speakers:
Buster Hansen, Director of Sales Engineering, Enghouse Interactive
Jeff Lear, Senior Solutions Architect, Enghouse Interactive

Behavior Insights Provide Answers You Can’t Find Anywhere Else 

How do you make intelligent decisions about your digital experience if you don’t understand your customers’ behavior and intent? Join Contentsquare to see how to empower your entire digital team with live visual insights on your digital properties. See how our unique metrics and maps help you quickly troubleshoot issues and uncover new opportunities to maximize conversion and revenue. Anticipate how to serve customers better — integrating the effects of UX, content and merchandising — to deliver customer happiness (and not just satisfaction) and create profitable loyalty. Realize the potential of your digital experience by confidently prioritizing the digital investments and innovations most meaningful to your customers and your brand.

Speakers:
Aimee Stonemunsell, Chief Marketing Officer, Contentsquare
Alexis Maletin, Head of Solutions Consultant, Contentsquare

CX Re-Imagined: A New Approach to Delivering Exceptional Experiences In The Feedback Economy

Today’s consumers have the power to make or break your reputation in minutes. Learn how consistent customer engagement enables brands to benefit from uncensored feedback and demonstrate commitment to re-imagining CX with a customer-centric focus.

Speakers:
Joe Fuca, CEO, reputation.com
Alexandra Morehouse, CMO, Banner Health

Finding Your Way Through The Feedback Economy

Today’s generation expect to be listened to and they expect their feedback to have an impact. Companies and leaders that master the feedback economy and use feedback as part of their everyday processes, will win in the market.  

In this session, learn how the right Voice of Customer solution can help you actively listen to the people that matter most to your business – which in turn will help optimize decision making to drive more business growth. 

Speakers:
Michael Walker, Director, Business Development, Usabilla

2:40 pm – 3:45 pm

Keynotes: Your Customers Are Humans

You design experiences you believe will cause customers to perceive your brand in a positive light but are those beliefs rooted in reality? Or based on unfounded assumptions? What are the real pathways of perception that shape customers’ decisions about whether to start — and continue — doing business with you?

Know Your Customers’ Realities

Understanding customers’ perceptions is critical to designing experiences, but does what you think customers are experiencing match the reality? Perception is largely shaped by context — without it,  data about experiences is meaningless. So how can you design for customers’ perceptions?  By knowing deep context — not just time and place but culture, relationships, and more.

Speakers:
Kelly Price, Analyst, Forrester

Getting To Know Instagrammers: How Instagram Built A Culture Of UX Research

While many companies still make human-centered design a lofty nice-to-have, Instagram has imbedded an iterative UX research process into virtually every product launched by the company. From foundational insights to programmatic, rapid research programs, Instagram makes human insights a business imperative. Sal Becerra, Head of Community Research, at Instagram will share the specific strategies Instagram uses to create a people-first culture and how that culture positively impacts product decisions.

Speakers:
Amy Buckner Chowdhry, Founder & CEO, AnswerLab
Sal Becerra, Head of Instagram Community Research, Instagram

Evidence-Based Design At Sonos

Speakers:
Tad Toulis, Vice President of Design, Sonos

3:45 pm – 4:30 pm

Coffee & Networking Break

Leveraging Learning To Build A Customer-Centric Culture

Executing a successful CX transformation requires organizations to educate and mobilize employees in the what, why, and how of CX. 58% of CX leaders are responsible for CX training at their organization. However, most CX training efforts are ineffective and insufficient at enabling employees to deliver the CX your customers want and deserve.

During this session, attendees will learn why learning is your largest CX transformation lever, why collaboration is key to enabling a customer-centric culture, and how to develop a scalable CX learning program in your organization.

Register to attend

Speakers:
Erin Streeter, VP, Training & Certification Product Manager, Forrester
Angelina Gennis, Analyst, Forrester
Charlie Chung, Director, Solutions Consultant, NovoEd

4:30 pm – 5:45 pm

Keynotes: There Is No Average Customer

Many companies design experiences for a few imagined “average” customers. That leaves money on the table because their target markets are not monocultures — customers’ needs vary based not only on their goals, but also their age, gender, language, culture, and abilities. How can you win and retain more customers through a more sophisticated inclusive design strategy?

Design For Your Target Market — All Of It

A powerful strategy is gaining traction for improving access to new markets, cutting development costs, boosting talent retention, reducing risk, and enhancing the experiences of  all customers — it’s called inclusive design. How can CX pros help their companies overcome the myths, biases, and ingrained corporate habits that stand in the way of seizing this opportunity?

Speakers:
Gina Bhawalkar, Principal Analyst, Serving Customer Experience Professionals, Forrester

Putting Inclusive Design Into Practice

Speakers:
August de los Reyes, Chief Design Officer, Varo

Step Into Their Shoes: Designing Inclusive, Personalized Experiences

In an ever-changing retail market, customers want to have an emotional connection with brands. Learn how Foot Locker and InMoment used actionable intelligence to transform the in-store and online experience for every type of customer.

Speakers:
Andrew Park, VP of CX Strategy, InMoment
Tyler Saxey, Director of Customer Experience, Foot Locker

How To Speak Machine — Customer Experiences In The Computational Age

Every company knows that they have to compete on experience, but the recent US CX Index ™ results for US companies have proven that’s easier said than done. The problem, according to John Maeda, is that winning requires understanding the nature of algorithms and computational thinking — something that Silicon Valley leaders naturally excel at. He will present a new framework that lets anyone quickly become a computational thinker so that they can make the most of this new paradigm that has created vast opportunities and also great risks for companies and their customers.

Speakers:
John Maeda, Chief Experience Officer, Publicis Sapient

5:45 pm – 7:15 pm

Happy Hour Networking Reception

Sponsored by Qualtrics

Friday Oct 18

7:30 am – 8:20 am

Registration & Breakfast

CCPA vs Nevada requirements: Delivering On Customer Experiences 

This session compares the CCPA’s “Do Not Sell” and Nevada Privacy Law’s “Opt Out of Sale” requirements, explains how to understand what data you sell, how to create customer experiences that deliver on user experience expectations and shares a roadmap to comply with a variety of privacy laws.

Speakers:
Stephanie Hanson, Director, OneTrust PreferenceChoice

Sage’s Journey To Award-Winning CX

Join JP and Rew as they explore how Sage has transformed its approach to CX globally, moving from multiple ‘Voice of Customer’ providers to a single, centralized platform, resulting in a 19 point increase in tNPS, a 5% increase in CSat and 8 CX awards over the last two years.

Request to attend

Speakers:
Rew Golding, VP of Alliances, Upland CXM
John Patterson, VP of Customer Experience, Sage

8:30 am – 8:45 am

Welcome Back

Speakers:
David Truog, VP, Research Director, Forrester

8:45 am – 10:10 am

Keynotes: Nudges And Dark Patterns

Successful CX leaders are those able to design experiences that drive business KPIs like growth. But what if they slip into using dark patterns — interaction designs that manipulate behaviors at the expense of sustained CX quality and therefore loyalty? How can you nudge and persuade without manipulating and exploiting, to retain customers through enhanced well-being, not addiction?

Why Dark Patterns Damage Loyalty And How To Fight Them

Many companies drive growth by manipulating customers — breaking no laws but breaking trust. While these design decisions can boost revenues in the short term, they also create frustrated customers, jaded employees, disillusioned job candidates, and can even spark regulatory scrutiny. What pragmatic strategies can help you spot and combat this short-term thinking at your company?

Speakers:
Andrew Hogan, Principal Analyst, Forrester

Designers Must Be Organizational Changemakers

Speakers:
Maria Giudice, Author & Founder, Hot Studio

Closing The Digital Experience Gap To Do Right By Your Customer

Digital is the loyalty backbone, if companies can’t make an emotional connection online they’ll struggle to attract and retain customers. Each step in the customer journey is an opportunity to delight or frustrate. Find out how Autodesk focuses on Customer Effort Scores with the help of Qualtrics to optimize and simplify both the external customer experience and internal employee goals.

Speakers:
Webb Stevens, EVP of Customer Experience Management, Qualtrics
Melissa Schmidt, Director of Research, Digital Platform & Experience, Autodesk

Real-World Minimalist Design: Creating A New Kind Of Experience

Speakers:
Kaiwei Tang, Co-Founder and CEO, Light

10:10 am – 10:40 am

Coffee & Networking Break

10:40 am – 11:20 am

Track Sessions Continued

In-depth exploration of key issues and challenges, led by Forrester analysts and will define new best practices from CX professionals.

Attendees will choose from:

Values & Emotions

Customers embrace some innovations faster than ever — and yet most companies attempts at innovation fail to gain tractionIn this session, Anjali will present data explaining why, and how companies should respond, based on Forrester’s Consumer Energy IndexShe will also examine how we can measure consumers’ energy as it correlates to their values-driven behaviors.

Speakers:
Anjali Lai, Senior Analyst, Forrester

Emerging Technology

Many customer experiences now depend on services or interfaces from multiple providers woven together — such as voice platforms like Alexa or enterprise platforms like Salesforce. In this session, Frank and Jenny will examine how to design these blended experiences so they come together smoothly rather than disrupting users.

Speakers:
Frank Gillett, VP, Principal Analyst, Forrester
Jennifer Wise, Principal Analyst, Forrester
Tad Toulis, Vice President of Design, Sonos

The Right Experience

Many companies seeking to upsell or engage customers use “dark patterns” — design patterns that manipulate customers into choices they don’t want. However, what is and is not a dark pattern often creates disagreement. Following Andrew’s keynote, he will interview Gretchen Anderson, an author, designer and expert on collaboration. Together, they’ll explore how to work with others that have different viewpoints – especially when it comes to dark patterns and the choices made in the design process.

Speakers:
Andrew Hogan, Principal Analyst, Forrester
Gretchen Anderson, Founder, Primary Angle Strategic Consulting

Customer Insights

In many organizations, different research competencies and sources of data are siloed. This often results in misaligned goals, measures of success, and research and design practices that fail to accurately understand — and design for — the end-to-end customer experience. In this session an expert practitioner will present best practices in combining data science with design research to increase the effectiveness and impact of your customer insights.

Speakers:
Kelly Price, Analyst, Forrester
Jess Freaner, Data Scientist and Senior Design Lead, IDEO

Dramatic demographic and behavioral changes have given rise to a new type of B2B customer, one who behaves more like a digital consumer than a traditional buyer. Showing you completely understand them and their concerns is now a marketing imperative — your messages and content must appeal to their more demanding needs or you risk losing out to faster-moving competition. Forrester’s Christine Brozek and Veronica Iles explore how your message must adapt in this customer-centered age and how empathetic content is now essential to winning buyers’ attention, serving their needs, optimizing CX, and retaining their business long term.

  • Does your data make an emotional connection with buyers?
  • How well do you REALLY know your b2b buyer audience?
  • How can you combine logic and emotion to reach your b2b audience?

This session is invite-only, and RSVPs will be accepted on a first-come, first-served basis.

Request to attend

Please email Annarose Shea at ashea@forrester.com if you have any questions.

Speakers:
Christine Brozek, Director, Principal Consultant, Forrester
Veronica Iles, Consultant, Forrester

Roundtable conversation to share and hear what your peers are thinking about how they approach design.

This is a Leadership Board exclusive session.

Speakers:
Gina Bhawalkar, Principal Analyst, Serving Customer Experience Professionals, Forrester

11:30 am – 12:00 pm

Solution Sessions

Learn about the latest technologies that will help you power your CX initiatives.

Hard Truths for Marketers Driving Digital Experiences

Marketers need to face the hard truths that are getting in their way. It’s time to own the digital experience. With Sitecore’s focus on creating human connections in a digital world, we’re best placed to help CMOs face the truths, while reinforcing Sitecore’s ability to elevate digital experiences with rich end-to-end content, seamless commerce, and always-on personalization.

Speakers:
Paige O’Neill, CMO, Sitecore

Memorable Conversations Are Key to A Great Customer Experience

Companies want to provide top-notch customer experiences regardless of the medium, and one of the keys to a great CX is a memorable conversation between customer and agent, whether human or bot. In this session, we will discuss what makes for a memorable conversation, how it will improve customers’ perception of your company, and make for a better overall customer experience.

Speakers:
Mike Talvensaari, VP, User Experience, [24]7.ai

Orchestration NOT Personalization: The Journey To Engagement-Led Marketing

Existing campaign and personalization solutions focus on the needs of the brand rather than the customer. This often leads to brands dictating the customer journey rather than enabling it. During this session you will learn how to execute an engagement-led approach.  

Speakers:
Ray Gerber, Chief Solutions Officer, Thunderhead

Make Better CX Decisions: The Power Of Predictive Prioritization

There’s more customer data than ever before, so how do you know where to focus when it comes to improving the customer experience (CX). You can’t do everything. Where is the right place to allocate your CX investment and resources to have the maximum impact? 

Attend this session to hear how Southern California Edison identifies the changes that will improve satisfaction where it’s needed most, prioritizes actions, and links improvements to desired outcomes. We’ll discuss how a holistic Experience Management program can help you make more strategic CX decisions, provide actionable insights to operational teams, and drive positive business results.

Speakers:
Nancy Porte, Vice President of Global Customer Experience, Verint
Michael B. Williams, Principal Manager – Customer Engagement, Customer Programs & Services, Southern California Edison

12:00 pm – 1:00 pm

Networking Lunch

Is Physical A Part OYour Digital Experience Transformation?

It is no secret that digital experiences have impacted how brands engage with their customers across all channels. Building additional brand loyalty and improving a business’ financial outlook requires blending digital, mobile and physical experiences into a single and consistent customer engagement. Join us for lunch as we discuss how the total experience includes a digital and physical fusion and why designing richer and more personalized experiences will meet the high expectations of the future customer. 

Request to attend

Speakers:
Nali Giliana, Vice President, Digital Experience, OpenText

1:00 pm – 1:40 pm

Track Sessions Continued

In-depth exploration of key issues and challenges, led by Forrester analysts and will define new best practices from CX professionals.

Attendees will choose from:

Values & Emotions

Many companies strive to scale customer service with automation, self-service, and AI-based tools. This is smart but can backfire, which is risky because Forrester’s CX Index data shows that the top three drivers of experience quality are aspects of customer service. In this session, we’ll examine how to make the most of these technologies while not compromising on the human dimension of customer service quality.

Speakers:
Karine Cardona-Smits, Senior Analyst, Customer Experience, Forrester
Ian Jacobs, Principal Analyst, Forrester

Emerging Technology

Transformational changes inside organizations create resistance in ways smaller changes do not. What do leaders need to understand about the psychology of major change and its cultural implications? In this session, Dave and Angelina we will share findings from their research into how employees respond to transformational change and present tips and tricks for success.

Speakers:
David Johnson, Principal Analyst, Forrester
Angelina Gennis, Analyst, Forrester

The Right Experience

Silos are a killer in B2B when it comes to keeping buyers and customers at the center of revenue-generating functions. Learn how organizations should choreograph the alignment of key organizations around the concepts of the buyer journey and the customer lifecycle to understand and execute their roles as stewards of customer centricity.

Speakers:
Lisa Nakano, Service Director, Customer Engagement Strategies, Forrester

Customer Insights

This session will delving into how organizations should combine different research disciplines and data sources to create holistic customer understanding.

Speakers:
Kelly Price, Analyst, Forrester
Laith Ulaby, Director of Research, Udemy

1:40 pm – 2:10 pm

Coffee & Networking Break

2:10 pm – 3:15 pm

Keynotes: Customers Want To Win, Too

To grow, companies invest in winning new customers, but many undermine their efforts by losing customers they acquire — a leaky bucket made even worse because retention is so much cheaper than acquisition. How can you ensure customers successfully achieve their goals after the sale — and therefore want to buy again, buy more, and tell others to do the same?

Help Customers Succeed With What They Buy From You

CX can only be “good” if customers achieve their goals. So CX leaders must ensure the firm focuses on customers’ goals after the purchase. How can they apply the discipline of customer success management to understand the value customers seek, build a plan to put clients on a path to get value, and create a framework for helping customers walk the path to value — real and recognized?

Speakers:
TJ Keitt, Principal Analyst, Forrester

Innovating Knowledge Technology To Drive Customers And Employees Success

As Chief Information Officer and Head of Client Technologies, Patrick McGrath is leading a digital transformation of the Savills real estate services platform. In this discussion style session with Nick Frunzi, Chief Customer Officer at Esri, Patrick will describe Savills’ innovative market offering for Savills clients, Knowledge Cubed, that uses artificial intelligence to automatically extract information from leases, contracts and other documents, allowing clients to stay ahead of existing and emerging opportunities to optimize their real estate portfolio with visualizations of current outlook data, labor analytics and tenant / landlord conditions. 

Speakers:
Nick Frunzi, Chief Customer Officer, Esri
Patrick McGrath, CIO, Head of Client Technology, Savills

By The People, For The People: Making Tech Adapt To Us

Looking at the future, companies often focus on advancements in tech in the coming years. But the real need is to look at tech to model human behavior in scalable ways, to meet our unchanging need for love, communication, entertainment, food, water, shelter, etc. With this concept in mind, let’s look not only at what is changing in tech and where we are headed but also at what we need to change to shape and envision the future in more people-centric way.

Speakers:
Hector Ouilhet, Head of Design, Google Search & Assistant, Google

CX SF 2019 · October 17 – 18 · San Francisco Marriott Marquis

San Francisco Marriott Marquis
780 Mission St.
San Francisco, CA 94103
Hotel website · Group Rate

Take advantage of our team discount by using discount code 4FORR3 for 4 tickets for the price of 3!