CX Singapore 2019

August 28  |  Raffles Convention Center



Aug 28
  • 8:00 am – 9:00 am Registration And Breakfast
  • 9:20 am – 10:50 am Keynotes
  • 11:20 am – 11:50 am Track Meets
  • 12:00 pm – 12:20 pm Partner Sessions
  • 1:30 pm – 2:00 pm Track Meets Continued
  • 2:10 pm – 2:40 pm Partner Sessions
  • 2:50 pm – 3:20 pm Track Meets Continued
  • 3:50 pm – 5:15 pm Keynotes
  • 5:15 pm – 6:15 pm Reception

Wednesday Aug 28

8:00 am – 9:00 am

Registration & Breakfast, including

VIP Breakfast with EPAM

This breakfast is invitation only. To submit a request to be considered to attend, please email

Prototyping at the Ideal Fidelity to Advance Innovation
Even the “right” idea can end up running out of momentum on its way to implementation. We’ve partnered with clients across industries to help innovations get from idea to market by ensuring the right elements of an idea are tested at the right moment. 

  • Learn how to test/prototype an idea, regardless of how developed it is 
  • Understand how to frame discussions and set expectations around testing/prototyping  
  • Learn what is most critical to test/prototype at a given moment, and some of the quantitative and qualitative methods for doing so 

Zach Hyman, Senior Design Strategist, EPAM Continuum 
Mike Jessick, Head of Experience Consulting & Design, APAC, EPAM

9:00 am – 9:20 am

Welcome Keynote: Change The Game

Customer experience (CX) quality has been stalled for several years. This frustrates CX leaders, who face a series of common obstacles that stop them from making major improvements. These headwinds include poor prioritization that funnels resources to low-leverage efforts, misguided stakeholders mired in flawed customer research, and employees who game the system because their compensation is tied to a survey score. In this session, we’ll describe new approaches to CX transformation that can change the game and lead to innovation.

Frederic Giron, VP, Research Director, Forrester

9:20 am – 10:50 am


Presentations include:

Breakthrough or Bust: A Formula For Consumer Readiness

Empowered consumers look like an unstoppable force: They demand new experiences faster than innovators can build them. Still, CX professions know the pain of failing to win consumer attention and retention, despite their best innovation efforts. The causes of this failure seem indiscernible, but new data sheds a clarifying light: Forrester’s Consumer Energy Index tracks the underlying forces that compel consumers toward or away from a brand experience. In this session, learn what consumer energy is, how it shapes your customer relationships, and how to master it to draw in your customers.

Anjali Lai, Senior Analyst, Forrester

Leading By Engagement – Designing Tomorrow’s Business Model For Customers Today

As consumers become increasingly digital in the way in which they engage each other and businesses, the way in which they expect services will continue to be shaped by fast-growing mobile services that area simple, accessible and intelligent. Instead of focusing on what digital strategies can be executed the fastest, it may be better to start from a blank slate and to reinvent the customer engagement model.

Dr. Dennis Khoo, Regional Head, TMRW Digital Bank, UOB

Build Competitive Advantage Through Customer Engagement and AI

To successfully build customer relationships and loyalty, companies are striving to keep up with growing customer expectations. This presentation will provide insights into the benefits of digital customer engagement maturity and share best practices to help you get started with AI and chatbots for better and more scalable customer engagement.

Sandra Schroeter, International Head, Customer Engagement Technologies, LogMeIn

The State Of CX In Singapore

Are companies in Singapore meeting high customer expectations? Given the amount of investment and focus on digital transformation, has it had an appreciable impact on differentiating one company from another? Join this session to understand the current state of CX in Singapore, changes compared to last year, and what really improves CX and business growth.

Vikram Sehgal, VP, Research Director, Forrester

10:50 am – 11:20 am

Coffee & Networking Break

11:20 am – 11:50 am

Solution Sessions

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

Sessions with Quadient and InMoment

Digital First not “Digital Only”

In all the cost saving and revenue generating opportunities of the great digital revolution, it’s easy to lose sight of who brings the real money to the table – your customers. Today, customer experience is the new battleground for business. But when all your stakeholders are obsessed with ROI and not experience, can you really achieve what your customers are demanding? Many organisations lack the proper infrastructure to support a CX strategy that spans the entire business. Legacy technology, departmental silos and changing regulations add additional layers of complexity and hinder progress. For each great stride forward, you take in digitising your enterprise, and for each digital magic moment that you create, there needs to be someone to use the new functionality – your customers. And yet in many organisations, these very same people are being lost in the rush to advance, with functionality incorrectly being equated to experience and these institutions beginning to see their digital take-up plateau as a result. 

This presentation provides insight on how Quadient define a solution that puts your customers at the heart of everything you do, and that gives you the omni-channel experience. 

Jo Tyrer, VP Sales & Operations, APAC, Quadient

The Real Work Of Operationalising Insights And The Benefits

Turning insights into action” has become a CX buzz phrase, however the formula behind actually making it happen is still elusive for most businesses. Minor DKL, owner of one of Australia’s largest café chain, The Coffee Club, with over 60 million customers and 450 locations in 11 countries, has cracked the code! Join Stephen Hazard, COO of Minor DKL, to learn how The Coffee Club has turned CX insights into a 20-point increase in NPS and 22% increase Google Review Score!

Stephen Hazard, Chief Operating Officer, The Coffee Club

12:00 pm – 12:30 pm

Track Sessions

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

Attendees will choose from one of the following tracks:

The Rise Of The Robots

The forces of disruption are upon us again. Automation and machine intelligence are here to stay, and they bring with them massive changes to the way we live, work and evolve. What does this mean for your business model, your workforce and your CX? How prepare are you for the rise of the robots? This presentation will explore the effects of automation on the landscape of today’s businesses.

Leslie Joseph, Principal Analyst, Forrester

Innovation Through Collaboration

Unilever’s platform for partnering with start-ups to accelerate innovation on a global scale. Barbara Guerpillon, Director of Unilever Foundry in Asia will come to talk about how Unilever is partnering with startups, why it’s necessary and what are the challenges. Finally she will share case studies and what is the impact that we should look for when working with a startups.

Barbara Guerpillon, Director of Foundry SEAA and LEVEL3, Unilever

12:30 pm – 1:30 pm

Lunch, including

VIP lunches hosted by ServiceNow and InMoment

VIP Lunch hosted by ServiceNow

This lunch is invitation only. To submit a request to be considered to attend, please email

Customer Service Management: The Final Battleground – How To Keep Customers For Life! 
Join us for an Executive Roundtable where we will share how we, at ServiceNow, approach Customer Service Management leveraging a platform-based approach to:

  • deliver persona-based experiences,  
  • with real time intelligent reporting, and 
  • enabled by embedded machine learning. 

Have a discussion and ideate with your peers to understand the challenges they face and the strategies/initiatives they are deploying to drive a successful customer focused digital transformation within their organisations! 

Aps Chikhalikar, Chief Innovation Officer, APJ, ServiceNow 

VIP Lunch hosted by InMoment

This lunch is invitation only. To submit a request to be considered to attend, please email

Discovering the Real Value of CX
Brands know the importance of investing in CX. But in a study by Forrester, only 14% of companies said they had a well-established program to link CX to financial impact. Gain an understanding of:  

  • Mapping CX initiatives to business objectives 
  • Financial measures CX can influence 
  • Best practices from leading brands

Kristi Knight, Chief Marketing Officer, InMoment

1:30 pm – 2:00 pm

Track Sessions Continued

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

Attendees will choose from one of the following tracks:

Power CX Prioritization Decision Making With A Rigorous Model

As a CX pro you probably have already hundreds of projects in your pipeline, and the number of devices, platforms and channels your customers use keep on rising . So which projects do you do – and more importantly, which ones do you say no to? By drawing from customer research, CX measurement, corporate strategy, and CX vision, CX pros can frame the parameters of a basic but effective prioritization approach. Forrester recommends starting with a simple scorecard to grade the relative importance of initiatives. An initial CX prioritization approach begins with the three core categories of customer impact, business impact, and resource impact.

Zhi Ying Barry, Senior Analyst, Forrester
Kalyan Sumanam, Principal Consultant, Forrester

How To Hardwire Your CX To Financial Performance

As colleagues, business executives and CX professionals may rarely disagree that customer experience is key to financial success, yet they have a common challenge in proving it with numbers.  Ultimately, companies and the management are judged by the amount of profit and shareholder returns. However, the  accounting frameworks weren’t built around the customer, which is why it is often a mystery how much a certain change in the level of customer experience may affect the bottom line. Or conversely, it is anyone’s guess how much of the annual profit is actually attributable to customer experience improvements. To address this challenge, CX pros and their colleagues must connect CX to the money story. Join this session to learn how, based on the latest research insights from Forrester.

Tom Mouhsian, Principal Analyst, Forrester

2:10 pm – 2:40 pm

Track Sessions Continued

Continuing in-depth exploration of key issues and challenges from CX professionals.

Case Study: Don’t Grow Old With Your Customer Experience

As marketers grow a brand over the years, there is a risk of getting into a comfort zone with the same group of customers who first made you successful. How does Razer stay focused on their key demographic of youth and millennials while serving their loyal fans over the years?

Ian Tan, Associate Vice President, Global Marketing, Razer Inc.

Start Building Systems Of Insights Now To Move From Data To Insights To CX impact

Systems of insight are both a business discipline and a technology; they harness digital insights and consistently turn data into action. Multidisciplinary teams are key, using an insights-to-execution process and an extended architecture to embed insights in software, digital experiences, and everyday work. This session outlines how CX professionals can start building systems of insights and assemble the right skills, people and technologies.

Achim Granzen, Principal Analyst, Forrester

2:50 pm – 3:20 pm

Solution Sessions

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

Sessions with Dell Boomi and SAP

Delivering On The CX Promise - Integrating CX With Operations

CX is increasingly becoming how customer focused companies win. To achieve this, organizations must connect a daunting mix of data, applications, systems and people through a broad mix of workflows and business processes. To successfully connect and unify all these elements, organizations must become masters of integration. In this presentation, we look at how to link CX with existing core business operations to deliver on the promise of a connected customer experience

David Irecki, Director, Solution Consulting - APJ, Dell Boomi

Going Beyond CRM to XM – A Get-Started Guide You Can Use Today

Now that you’ve heard about the experience gap, brands are challenged to truly understand the disparity between what their organisations deliver and the evolving expectations of their customers. A true experience management (XM) journey predicts and mitigates problems before they occur, transforming them into improvement opportunities. 

In this session, Ben will take you through the evolution of CRM to XM, and the importance of having a clear mission to tackle experience gaps that inhibit customer trust, and ultimately revenue.  You’ll get to take home tips on getting started with your XM journey based on real-life customer cases and innovative business models. 

Ben Nottle, Head of CX Advisory, SAP Asia Pacific & Japan

3:20 pm – 3:50 pm

Coffee & Networking Break

3:50 pm – 5:15 pm


Presentations include:

Case Study: AirAsia Customer Happiness Transformation

AirAsia has been voted the Worlds Best Low Cost Airline 11 years running, an incredible feat. See how AirAsia has embraced digital transformation, gotten ahead of the game and focused more than ever on delivering the best service possible to it’s 100 million guests per year.

Adam Geneave, Chief Customer Happiness Officer, AirAsia

Ignite CX With AI

The On-Demand Economy is making consumers more impatient and less tolerant of poor customer experiences. Companies need to develop a customer-centric approach to create customer loyalty and drive topline profits. Find out how Artificial Intelligence (AI) can be built-in at strategic key points throughout the entire customer life-cycle to provide an intelligent and informed customer experience, anticipate customer needs and provide personalized communications and power sales. Discover how AI can drive Voice of the Customer (VoC) insights, and provide a high level of customer intimacy, and ultimately transform your customer experience.

Albert Tay, Director, Financial Services, Asia Pacific, OpenText

Analyst Q&A

Join us as we gather all Forrester analysts who have spoken on the program for an extended Q&A session.

5:15 pm – 6:15 pm

Happy Hour Networking Reception