Agenda

We understand your need to want to keep up with changes and know what the future like is for Customer Experience Engagement. We have carefully crafted the agenda to address the challenges you face and have experts share their knowledge and experiences.
Book your seats now and be where the customer experience visionaries from around the region will gather!

Main Forum: 25 – 26 February 2015

Post Forum Workshop: 27 February 2015

MAIN FORUM DAY ONE: 25 FEBRUARY 2015

TIME	AGENDA
08:30 – 09:00	Registration
09:00 – 09:10	Opening Address by Conference Chairman Peter Strohkorb, CEO, Peter Strohkorb Consulting International
Mobile as the New Engagement Tool “I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives” – President Barack Obama The world has changed. You have to think of mobile as the customer’s first touch point. Optimise what mobile can do for your business. It is crucial to deliver consistent and connected experiences across every customer touch point. Manage all your marketing efforts across every interaction, online and offline or on the go seamlessly. Learn how to improve and enrich your customer’s experience with proactive customer communications. This session will discuss how to use the power of mobile technology to engage and retain customers, the importance of aligning your strategies to incorporate mobile and learn from the case studies that will be shared.
09:10 – 09:55	Visionary Address: Customer Experience Innovation – The Future of Competitive Advantage Embracing the new age of the customer Leveraging the rapidly evolving digitization of business Taking you CX to a level your competitors either can’t or won’t follow The future of CX – it’s a journey not a destination, and one that might surprise you Speaker: Chris Luxford, Co-Founder, Experience Innovators & Senior Partner, The ASPIRE! Group
09:55 – 10:25	Use the Power of innovative Mobile Technology to Engage and Retain Customers How to align your strategies to incorporate mobile Unlocking the power of mobile technology to spur innovation across your business Leveraging mobile to improve the quality of services for your customers Boosting your ROI by transforming your business strategy to engage the customer Speaker: Lisa Macqueen, Business Transformation Expert, Automation Queen Awarded Infusionsoft Small Business ICON Award 2014
10:25 – 10:55	The Journey to Customer Experience Success – A Telstra Case study How customer journeys can help organizations engage with customers to better understand their experiences and expectations Create a roadmap to drive change in the business by aligning business initiatives to the experiences that are seamless and meaningful Key lessons in bridging the gap between ideas and execution Speaker: Dori Miller, Business Design Manager, Design Practice, Telstra Awarded Australia's Best CX Company People's Choice 2014
10:55 – 11:25	Morning Refreshments
Customer Experience of the Future Living in the digital age of the customers, businesses have to prepare for more knowledgeable and demanding customers. The explosion of digital, the empowered customer, and the acceleration of innovation are having a profound impact on the customers’ expectations. The empowered customer will most likely know more about your products, services and offers than you may know about them. Glean a better understanding of how to ensure actions and mindsets are connected rapidly to deliver customer centric products and services, learn from Optus on how to create a business customers love, hear how ABC radio redefined its experience for mobile and have the knowledge of why it is critical for organisations to harness new technology to improve the customer experience and to remain relevant and valuable to customers in the future.
11:25 – 11:55	The Disconnect Between Sales, Marketing and the Customer Experience Due to the Buyers’ Journey Marketing, Sales and Customer Service teams need to be aligned Prepare for a big shift in CEM: - Get ready for Smarketing (Sales/Marketing Alignment) - Learn how to make the Customer Experience seamless Speaker: Peter Strohkorb, CEO, Peter Strohkorb Consulting International
11:55 – 12:25	Industrializing Curiosity: Building Customer Centric Mindset to Deliver Results Explore how the tools, methodologies and skills of customer experience are limited without the democratization of customer experience Hear stories from the frontline about the ways that we can move beyond governance to accountability How to ensure actions and mindsets are connected rapidly in order to deliver customer centric products and services Speaker: Harriet Wakelam, Head of Customer Experience, Medibank
12:25 – 12:55	Optus Business Future of Business Report – Creating a Business Customers Love Discover how leading organisations are creating a business customers love Explore the insights and findings of the Optus Future of Business report – one of the largest Australian based CX studies that included perspectives across key functions IT, Marketing, Customer Experience, HR and Finance. Speaker: Karen Platt, Director, Customer Experience & Insight, Optus Business
12.55 – 14:00	Lunch
14:00 – 14:40	Afternoon Keynote: Could 'Switchers' be the Best Customers ... for CX managers? Understand what customers actually buy Identify what CX issues lead to churn and what aspects of your CX help drive acquisition Prioritise CX issues and tradeoffs between CX and the rest of the product mix Enhance the ROI of CX for your organisation How ABC radio redefined its experience for mobile Speaker: Christian Lafrance, Audience Experience Strategy Lead - Radio Multiplatform, Australian Broadcasting Corporation
14:40 – 15:10	Honour the Human Spirit… & Own Digital St.George prides itself on leading the mobility revolution in banking, being the first Australian bank – and the second in the world – to offer internet banking in 1995. In 2014 it was the first bank to use fingerprint sensor technology for mobile banking logon It is critical for organisations to harness new technology to improve the customer experience and remain relevant and valuable to customers in the future Addressing the continued importance on the physical to enhance the customer experience Organizations need to successfully combine digital with the physical in meaningful ways Speaker: Andy Fell, General Manager, Retail Banking Australia, St. George Retail Banking
15:10 – 15:40	Why Listening to Customer Feedback Won’t Solve Your Customer Experience Problems What people say is quite different from what they do – so listening to feedback will only give you half the story. Examples from recent projects where customers’ underlying quirks and eccentricities led to insights we would never have dreamt from what they told us Explore ways on how to develop a deeper understanding and empathy for our customers, to get below the surface of what they say Speaker: Alexandra Almond, Senior Consultant, Customer Experience Design, National Australia Bank
15:40 – 16:05	Afternoon refreshments
Contact Center – Change is Good Achieving greatness as a call center requires going above and beyond simply meeting required expectations. More and more customers, especially the younger generation are raised on technology; the old techniques won’t work as well anymore. Change is required! For decades, companies have relied on their contact centers to deal with customers —from providing technical support to loan requests. Contact centers are now seeing the need to go through a major change. Driven by a shift in technological advancement and consumer behavior, companies are refocusing their contact centers from simply handling calls to focussing more on customer loyalty and engagement. This session will give you a complete look at all of the different ways that you can get off to a kick start to change your contact centre and ways to improve the performance of your call center.
16:05 – 16:35	Ten Steps for Translating Requirements Into Experience How to get from requirements to finished design An Experience Designer's view on decomposing process, requirements and data models into user functions Breaking down user needs and goals into simple pathways Understanding the technology and it's capability Developing prototypes Designing interfaces and experiences that work for everyone Socialising your design Speaker: David Heacock, Director, Cybertrack Consulting
16:35 – 17:05	Maximising Performance and Productivity Ways to engage and retain your call center agents Secrets to unlock agent productivity and performance Striking a balance between inbound and outbound operations The future of call centers Speaker: Gerard Smith, Senior Manager - eBusiness and Contact Centre, Teachers Mutual Bank Awarded 2014 Auscontact National Awards Winner
17:05 – 17:35	Case study: Customer Experience Trends That May Surprise Identifying key trends that may affect the customer experience Why delighting your customers could be a bad idea What the front desk can learn from the call centre, and why it’s ripe for an efficiency gain When facial recognition will change the customer experience How Police are changing customer experience at the same time as catching the bad guys Speaker: Nigel Prior, Customer Experience Practice Manager, IT Business Solutions, NEC
17:35	Closing Remarks by Conference Chairman and end of Day 1 of Customer Experience Management Forum 2015

MAIN FORUM DAY TWO: 26 FEBRUARY 2015

TIME	AGENDA
08:30 – 09:00	Morning coffee
09:00 – 09:10	Opening Address by Conference Chairman
Big Data Analytics to Enhance Customer Experience Analysts predict that digital data growth is expected to increase globally by 4,300 percent by 2020. This will result in competitive pressures mounting. Enterprises must now more than ever meet the rising demands of their customers and this can be achieved through big data analytics. It’s time for Big Data to improve customer experience. This session will address how big data will change the way you connect with your customers, using the data to create lifetime relationships with your customer and the impact of the new privacy laws on your business.
09:10 – 09:50	Keynote Address Making Data Work to Improve Customer Engagement and Business Performance What is big data Data maturity (sources, types and uses) Data versus Technology. How they need to work together Mis-using the term loyalty How data analytics can transform, differentiate, and optimize business performance Speaker: Joe Hindmarsh, Northern Lead: Data & Insight Solutions, Salmat
09:50- 10:20	The Power of Customer Data Visualization and visualization respectively. We (human beings!) are all visual creatures – we take in an enormous amount of information visually from moment to moment. If large organisations convey customer signals visually in real-time or the understanding of complex customer behaviour patterns quickly to employees who can act – they will have removed one of the largest obstacles to driving customer advocacy and business growth. Demonstrate the power of customer data visualization How visualisation will support the customer experience of the future Speaker: Jeff Carruthers, Managing Director, Resonate Solutions
10:20 – 10:50	Moring Refreshments
10:50 – 11:20	Important Architecture Considerations Intelligently converting real time analytics into reality Design measures and metrics for analytics Latest technologies available to ensure better data analytics Speaker: Evan Stubbs, Chief Analytics Officer, SAS Australia
11:20 – 11:50	Setting up Your Business to Transform: Moving to a Customer-Centred, Data Driven Organization Outlining Bupa’s 3 year transformation program to meet its goal of helping people live “longer, healthier, happier lives” Changing the culture and processes to ensure customers are at the heart of everything Bupa does Using NPS and other customer-centered KPIs to drive priorities and Bupa’s transformation program Speakers: Tina Patterson, Head of Transformation - Business Processes, Bupa Australia & New Zealand Kate Symons, Head of Customer Centric Innovation & Business Design, Bupa Australia Awarded 2014 Best Leading CX Initiatives Award
11:50 – 12:20	Privacy Implications Using data without breaching the law How the new privacy laws affect the way you reach out to your customers Updates on the latest regulations Speaker: Brendon Noney Partner, HWL Ebsworth Lawyers
12:20 – 14:00	Lunch
Walking in the Footsteps of your Customer Customer experience management in the digital world offers you bigger opportunities to stand out from your competition. Engaging your customers on social media is an excellent way of being in touch constantly and promptly which is what the customers of today expect. Social media engagement is the next big trend and it is changing the game. It is important to mitigate public risks by managing posts on social media. It is necessary to let the customer know you care and are willing to fix issues promptly. In this session learn from case studies of how successful social media strategies help with customer experience management and increase customer loyalty. Hear thought provoking presentations on how social media can and will transform your business and increase your ROI.
14:00 – 14:30	Social Media and Your Customer How Campbelltown City Council keeps up with new engagement tools Strategies on how to decide on the right mix of social media platforms for your customers Creating an inviting and positive customer experience Developing a successful customer experience road map A look at the future of customer experience engagement Meeting the challenges of increasing interaction via social media Speaker: Ankica Elder, Online Communications Officer, Campbelltown City Council, South Australia
14:30 – 15:00	Creating Personalised Digital Experiences for Consumers Customers and potential customers connect with a brand for a specific reason, so how are brands personalizing the experience How do you understand and analyze these objectives How can you fulfil that promise across a diverse digital ecosystem The shift from scale to conversion through personalization Speaker: David Fairfull, Managing Director, We Are Social
15:00 – 15:30	Adopting a Business Personality that Creates Customer Loyalty Creating loyalty by meeting today's customer's expectations to be 'more human' The value of delivering an immediate responsive 'social media' customer experience Creating content which entertains but 'sells' and creates natural word of mouth marketing Using mixed media to develop a brand message and keep customers engaged Speaker: Lee Ussher, Social Media Brand Strategist, Buzz Web Media
15:30 – 16.00	Interview with Kara Chain, Brand Manager, Pfizer - Centrum Australia This one on session with Kara will highlight the social media strategy used to 'humanize' Centrum to meet customer expectations while developing product desire & brand loyalty. The interview will cover: How customer data and research was used to identify the social spaces most relevant to Centrum to highlight their product value How to implement a social media management strategy to maintain multiple presences How to deliver real-time feedback & participation in social mentions under one voice How to create & deliver a content marketing strategy with a product desire & customer loyalty focus How to use sponsorships & media to create natural brand and product word of mouth marketing Speaker: Lee Ussher, Social Media Brand Strategist, Buzz Web Media
15:15 – 15.45	Q&A Case Study - Pfizer: Centrum Australia A one-on-one session with Lee Ussher, Social Media Brand Strategist, Buzz Web Media Centrum Australia will share its social media strategy
16:00 – 16:30	Afternoon Refreshments
16:30 – 17:00	Real-time Customer Experience Management Is A Reality Current challenges of managing customer experience with limited real-time view Overview of emerging technologies How to identify caller emotions to reduce risk of losing customers Framework for managing customer experience in real time to prevent customer loss Adding a personal touch to a customer’s journey Speakers: Amrita Bhattacharyya, Manager Customer Strategy, Metro & Andrew Lamrock, Director Enterprise Intelligence, Call Journey
17:00 – 17:30	AR, VR and their Impact on Your Business AR & VR – what do they mean for the customer? When customers can visualise products, so immersively they can almost reach out and touch them, how does that initiate path to purchase and drive contextual marketing? Get up to speed with how AR & VR are entering the mainstream. Enhance your customer experience Speaker: David Francis, Head of Interactive, Blue Star Group
17:30	Closing Remarks by Conference Chairperson and end of Day 2 of Customer Experience Management Forum 2015

POST FORUM WORKSHOP: 27 FEBRUARY 2015

TIME	AGENDA
08:30 – 09:00	Workshop Registration and Morning Coffee
Workshop Timetable: Workshop A will run from 9.00am – 1.00pm with mid morning and luncheon breaks. Workshop B will run from 2.00pm – 5.00pm with a mid afternoon refreshment break. Registration begins 30 minutes before each workshop commences.
Workshop A – 09.00 – 13.00 Transforming the Customer Experience To be conducted by Joe Hindmarsh, Northern Lead: Data & Insight Solutions, Salmat Not all customers are equal. Managing customers needs to utilise Data and Technology to improve results, but very few have everything working perfectly to realise results. In this half day workshop, Joe will demonstrate how data and technology can be used to manage customer experience throughout the customer lifecycle and help with attracting, converting, retaining and growing more of the right type of customers. Delegates will walk away with a robust yet simplistic model to validate business strategy and improve marketing and business performance. As a proven practitioner, Joe will share and reference several examples of how to approach CX transformation and improve business performance. Workshop Leader: Joe Hindmarsh, Northern Lead: Data & Insight Solutions, Salmat Joe is one of the region’s most experienced consultants who has been heavily involved in pioneering and transforming revenue growth across some of Australia’s leading organizations, by blending big data and multi-channel enablement. He has held a range of management positions with Salmat, Australian Business Solutions Group, Deloitte, Ernst & Young and CPA Australia, leading numerous transformation projects involving the build and execution of revenue improvement solutions and change programs. He has worked with clients such as Samsung, Coates, Coles, Metcash, ClearView, St George Bank, Austral Bricks, Hunter Water and Sydney Cricket & Sports Ground Trust. In 2011 he was the lead performer at Deloitte Analytics. In 2007 as part of the Ernst & Young team, he created the revenue transformation tool which received the International Business Award from billionaire Donald J. Trump and a panel of global business leaders in Germany for their work in implementing change management projects for clients looking to grow revenue. As the Northern Lead of Data & Insight Solutions at Salmat, Joe has been invited to share his unique approach and insights into what best-in-class use of Data & Technology looks like. His views are unique and empowering yet simplistic, and will leave you with a different way to look at commercial performance.
Workshop B - 2pm – 5pm Mapping and Improving Your Customers’ Journey To be conducted by Jennifer Reddington, Head of Customer Experience Research & Data, Fifth Quadrant A customer journey map is a graphic which describes the journey of the customer and highlights the different touch points that characterize his/her interaction with an organisation or service. The map is designed to represent the interaction from the customer’s point of view, providing context and showing how the interaction dovetails with their life. To improve customer experience, organizations must understand and cater to their customer’s entire journey. Participants will be taken through: Techniques for data collection and also the synthesis process where we remove redundant information without losing vital details Learn the key elements of an effective customer journey map Hands on activity on drafting customer journey maps Workshop Leader: Jennifer Reddington, Head of Customer Experience Research & Data, Fifth Quadrant Seeing opportunity everywhere, Jennifer is constantly striving to combine customer experience, design and usability. Where others see a gaping chasm, Jen will always find ways to bring them together and work in unison. With fourteen years of experience in customer and market research, she is highly accomplished in both research design and analysis. Having previously worked as a Consumer Insights Manager for Yahoo! and having gained invaluable experience in both online and traditional media, she is an expert in customer needs. Jennifer has gained valuable experience working across multiple industries and the government sectors, working with organisations such as Telstra, Westpac, ASIC, UNSW, News Corporation, and Nestle. She has a passion for tapping into the customers’ needs to drive innovation.

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