CXFS 2024
July 15 - 16, 2024
The Westin Copley Place, Boston, MA
Day 2
July 30, 2019
Set Up for Success: Driving A CX Transformation Throughout Your Organization
8:00 am - 8:45 am
Continental Breakfast & Registration In The Solutions Zone
8:45 am - 8:50 am
Welcome Remarks
Charleen Ring -
Program Director,
CXFS
8:50 am - 9:00 am
Chairperson’s Opening Address
Jeff Winter -
Global Vice President, Marketing and Communications - Software & Data Solutions,
Pitney Bowes
Jeff Winter
Global Vice President, Marketing and Communications - Software & Data SolutionsPitney Bowes
9:00 am - 9:20 am
Keynote: Following Through On Your Client Experience Transformation
Martin Lange -
Director, Client Experience Strategy,
BNY Mellon
Organizational transformation is cumbersome; few people have committed to it and driven it through. There’s a dramatic amount of change management, employee experience, and work culture to consider. In this keynote, Martin will discuss
• How BNY Mellon is driving an organizational transformation
• The mix between what you change at an organizational level to drive initiatives to make specific and actionable
• Lessons learned from
9:20 am - 9:40 am
Keynote: Art & Science in Financial Services Experience Design – ‘Minding the Gap’ in Our Skills and Behaviors
Lawrence Lipkin -
Head of User Experience Design for Treasury Services,
J.P. Morgan
Now that we are 20+ years into a highly measurable medium, what is holding us back from optimizing our design decisions?
Why do teams working on digital customer experiences bias to using anecdotes rather than evidence-based analytics to solve design problems? How does this compare to our colleagues making investment decisions or creating financial products and solutions?
Looking at ourselves, teams, and partners as an ecosystem, this talk will outline the challenges of implementing scientific processes in story-based cultures, and outline how we must evolve in order to remain competitive.
9:40 am - 10:00 am
Keynote: Channel of Choice Overview and Best Practices
Natalie Higgins -
Senior Vice President of Consumer Finance Customer Experience,
Citizens Bank
10:00 am - 10:40 am
AM Break: “AM Recharge”
WBR wants to make sure you stay energized throughout the rest of the conference, so head over to our recharging lounge. Grab a cup of coffee and make a power pack of your very own trail mix blend!
10:40 am - 11:00 am
Keynote: Unpacking the Black Box of Behavior Change Design
Dustin DiTommaso -
SVP, Behavior Change Design,
Mad*Pow
Human behavior and behavior change is central to nearly everything we want to accomplish as individuals, organizations, and societies. For example, preventing pollution, energy waste or tobacco usage and improving educational outcomes, economic stability, and individual wellbeing all require behavior change at individual, organizational, and population levels. Government, non-profit, and commercial industries now routinely seek to integrate behavior change science within their policies, practices, products, and services in areas such as finance, health, environment, civic and customer experience.
To be effective in our missions to create sustained change at any level, we need to have a deep understanding of how behavior changes and how we can change behavior in beneficial directions. This talk will aim to unpack the black box of behavior change and illuminate the underlying elements that influence behavior, along with the methods, frameworks, and critical insights change makers can apply to revolutionize their process and outcomes.
11:00 am - 11:30 am
Panel: Designing For Human Behavior: A Research Perspective
Kate Rush -
Senior Vice President & Director of Customer Experience,
Bangor Savings Bank
Joe Colca -
Senior Vice President, Digital Experience,
VyStar Credit Union
Lauren Kessler -
Customer Experience Strategy,
PenFed Credit Union
Alyona Medelyan -
CEO,
Thematic
Richard Dorfman -
VP, Customer Experience,
Eastern Bank
Your ultimate goal is to gain new customers, and deepen relationships with your existing customers. Understanding how and why your customers behave is one of the most crucial means to this end, especially through a research perspective. Our panel brings together researchers and practitioners who are building experiences based on those disciplines. The panel will discuss:
• Partnering with researchers to gain deeper insights into your customers behaviors and patterns
• Real-world examples of when research works and when it doesn’t
• Building experiences around the mentality of your customer
Alyona Medelyan
CEOThematic
11:30 am - 12:00 pm
Case Study: Deconstructing Client Loyalty to the Core Drivers
Sean Albertson -
Managing Director, Client Loyalty,
Charles Schwab
Enterprise metrics like Net Promotor Score (NPS) or Customer Effort Score (CES) are exceptional at showing progress over time and communicating across the organization, but how do you truly identify the actionable opportunities to impact those metrics. Charles Schwab has leveraged qualitative and quantitative analytics to break loyalty down to the business drivers that help them prioritize opportunities to continue to “win” on client experience. During this case study, the audience will learn how Schwab tackled the challenge to transform their analytics approach into business action.
11:50 am - 12:10 pm
Win More by Gaining The Experience
Liam Hickey -
VP, Customer Experience Lead for Central Region,
Kantar
Customer Experience is what makes or breaks brands. It’s no longer enough to provide a good product or service: people want great experiences. In this discussion, Kantar will present key findings from the new Kantar CX+ study in U.S. Retail banking, and discuss how these insights can help you get the Experience Advantage in retail banking and broader financial services. You’ll gain key insight into:
• What sets the CX+ leaders apart, and what you can learn from them
• How to make your bank the preferred choice
• Why banks need to master the business of emotion
• How to find the right balance between technology and humanity
• And much more…
12:10 pm - 12:30 pm
Know your Impact – Why Experimentation Should Be The Foundation Of Your CX Program
Douglass Stewart -
Head of Client Experience Analytics,
Vanguard
Client experience continues to grow as a discipline, gaining the interest of c-suites, and benefiting from a trend of increasing investment. However, what will separate enduring investments in CX from temporary pet projects is their ability to attribute impact to actions. This discussion will explain why experimentation is the most effective way to measure impact, highlight best practices of a strong experimentation program, and provide tips on where / how to start.
12:30 pm - 12:40 pm
Personalization Quick Wins: How to Effectively Monetize Customer Data
Yotam Benami -
Chief Marketing Officer,
Idomoo
Yotam Benami
Chief Marketing OfficerIdomoo
12:40 pm - 1:40 pm Lunch For All Attendees
12:40 pm - 1:40 pm “The Qual & Quant Behind Customer Engagement” Private Lunch – Hosted by Pitney Bowes
Greg Smith - Executive Director, UX Research & Design, ICC
TRACK A: Driving The Experience Through Your Organization
1:40 pm - 2:00 pm Case Study: Leading A Customer Experience Business Transformation Manan Singh - VP Product and Optimization, LendingTreeMost of the customer experience changes are driven by consumer demand. Customers want personalized, frictionless experiences, and companies are sprinting to deliver them. However, most customer experience transformations frequently fail to live up to expectations. In this session, learn how LendingTree transformed the user experience of its mortgage business.
• Approach: How to structure the organization, and decide where and how to get started?
• Sequencing: Is it better to start in one functional area, and show what’s possible before rolling out changes, or to launch in all areas at the outset?
• Timing: Should you pick low-hanging fruit first, though it may have less impact, or move aggressively on big-ticket items?
TRACK A: Driving The Experience Through Your Organization
2:00 pm - 2:20 pm Keynote: Let’s Do It: Executing Your Client Experience Strategy Julie Zhang - Director, North America Sales Enablement, Russell Investments Oscar Collingwood-Smith - Lead Market Manager for Financial Services, MindTickleWhat does next level training look like when it comes to readying our client facing teams to deliver the best customer experience?
A new customer experience demands a new employee experience. Your client facing teams need to be able to convert your strategy from the theoretical to an actual deliverable for customers—but traditional training models aren’t sufficient. We need personalized, comprehensive and agile enablement solutions that empower organizations to distribute, certify and measure the capabilities of their employees to deliver on their strategy in real time. This interactive session will:
• Examine the benefits of modern enablement solutions that can drive your experience strategy consistently a scale
• Provide insights into the common pitfalls of legacy training and practical solutions to overcome them
• Explore actionable takeaways to drive a great employee engagement and, as a result, client experience
TRACK B: UX & The Digital Experience
1:40 pm - 2:00 pm Case Study: UX integration Across The Enterprise Richard Charette - AVP, Digital Experience Design (DXD) - WF Virtual Channels, Wells FargoRolling out a new UX strategy across any large is a massive challenge. Tasked with this responsibility, Richard Charette, AVP of Digital Design Experience will share how this was done at Wells Fargo. Richard will discuss:
• Top challenges faced with new UX integration
• Lesson learned
• The final picture
TRACK B: UX & The Digital Experience
2:00 pm - 2:20 pm Case Study: Let Your Clients Design Your Technology Allie Carey - Director, Client Experience, SEIEveryday consumers are interacting with massive amounts of technology. Consequently, their expectations of technology are set by their latest encounter regardless as to whether they are making an online purchase, booking a trip, or checking on their finances. This technology overload leads to expectations changing daily if not more frequent. In this session we will discuss how to embrace and engage the expert, the client, when designing financial technology products.
Takeaways
• Best practices on how to introduce user centered design methodology into an organization that is “stuck in their ways.”
• Learn how to utilize empathy research to connect and engage the client.
• Gain an understanding of how to use personas, journey maps, storyboards and prototypes to build your design.
During our industry-specific meet-ups, attendees will have the opportunity to collaborate with their peers in small, closed-door setting, where they can freely discuss their biggest challenges, questions and concerns.
TRACK C: Meet-Ups
1:40 pm - 2:30 pm Credit Union Meet-Up Michelle Shelton - Chief Experience Officer, SCE Federal Credit Union
2:20 pm - 2:50 pm Panel: Breaking Down Silos And Demonstrating Value For Your Customer Experience Programs
Joe Colca - Senior Vice President, Digital Experience, VyStar Credit Union Karen Sweeney - Vice President, Member Experience, Bethpage Federal Credit Union Sean Albertson - Managing Director, Client Loyalty, Charles Schwab Ann Ryan - Chief Client Experience Officer, Old National Eric Head - Vice President, Verint ForeSeeGetting buy-in from your senior management is one of the biggest challenges faced by CX practitioners. This panel will explore innovative ways to produce tangible results and a clear ROI for your CX efforts, while bridging the gap between silo-ed departments.
• Getting top-level support and executive engagement
• Breaking down silos to create a holistic CX vision
• Transforming your business to get organizational buy-in across operations, marketing, sales, etc
2:50 pm - 3:10 pm Innovation Spotlight
Alex Bon - Account Executive, Flybits
2:20 pm - 2:50 pm Growth Design - Measuring the Value of User Experience
Margot Dear - Sr. Director of UX, Compliance Solutions, ADPData can tell us what’s happening, but it doesn’t tell us why.
User Experience professionals know their work has an impact on a company’s bottom line, but not everyone is able to connect the dots between UX and business growth. We need to able to demonstrate the value of our work to help elevate the role of UX as a critical contributor to the success of business.
At ADP’s Innovation Center in Pasadena, the UX team has been looking at how to marry qualitative and quantitative data to help improve the product and customer experience, but also to demonstrate how design has added value to the business goals. In this talk I’ll share how Growth Design has been a journey of learning and experimenting in setting up a UX metrics program and what we have discovered along this process.
2:50 pm - 3:10 pm Flourishing by Making Wealth More Common
Nick Maynard - General Manager Customer Experience, Beyond Bank Pedro Moura - Co-Founder & CEO, FlourishAs the government shutdown demonstrated, average Americans are one missed payday away from financial hardship. Human centered design FinTech can play a role in building financial security. This year Flourish, a fintech tool focused on empowering individuals to build savings, partnered with Commonwealth, a mission driven organization with expertise in gamification and consumer engagement, on a series of design sprints aimed at making savings fun and engaging. Pedro Moura from Flourish and Nick Maynard from Commonwealth will discuss lessons learned in designing for financial security including:
• Designing for impact on a consumer household
• Collaboration between nonprofit and for-profit partners
• Building and piloting app features through design collaborations
• Engaging users through fun and games
2:30 pm - 3:40 pm Insurance Meet-Up
3:10 pm - 3:50 pm
PM Break: “Get The Scoop!”
Get the inside scoop and latest industry trends while cooling down with ice cream in the exhibit hall!
3:50 pm - 4:10 pm
Case Study: Customer Experience Transformation at State Farm
Luke Parnham -
Director, Customer Experience,
State Farm
Holli Tongate -
Technology Director,
State Farm
As a 97 year old company, State Farm has adapted over the years as technological capabilities, marketplace trends, and customer expectations evolve. Recently, State Farm embarked on a customer experience transformation to elevate the customer in all aspects of the business. From building experience architect teams to deploying a CX measurement framework, this session walks through the strategies and tactics to embed customer experience into the culture (people), business processes, and technologies at State Farm.
4:10 pm - 4:30 pm
Keynote: What You Didn’t Ask For: Gathering Insights from Social Data
Troy Janisch -
Vice President/Director, Social Intelligence,
U.S. Bank
Many companies get what they ask for when it comes to customer experience insights. They often overlook the wealth of unsolicited insights customers and prospects share on social media and review websites. This session shows the value of leveraging ongoing, social data in near real time to improve customer experience.
4:30 pm - 5:10 pm
Primary Led Roundtable Discussions
Martin Lange -
Director, Client Experience Strategy,
BNY Mellon
Michael Marx -
VP Market Intelligence,
Visa
Sean Albertson -
Managing Director, Client Loyalty,
Charles Schwab
Luke Parnham -
Director, Customer Experience,
State Farm
Donald Peaks -
Chief Experience Office,
First Commerce Credit Union
Nick Maynard -
General Manager Customer Experience,
Beyond Bank
Pedro Moura -
Co-Founder & CEO,
Flourish
Holli Tongate -
Technology Director,
State Farm
Troy Janisch -
Vice President/Director, Social Intelligence,
U.S. Bank
Be sure to join these interactive roundtable sessions and take a deep dive into the specific areas you came to discuss. Opportunities to sit and learn from executives like these do not exist elsewhere. Take control of your own event experience.
• Take a deep dive into a niche topic in an informal setting moderated by one of your peers
• Don’t miss out on the discussions you want to participate in—you’ll get to select a new topic after 20 minutes
#1 Following Through On Your Client Experience Transformation
Martin Lange, Director, Client Experience Strategy, BNY Mellon
#2 Empowering Your Customer Through Personalization
Michael Marx, Senior Director of Research and Insights, Visa
#3 Driving Better Loyalty Through Deconstruction Metrics
Sean Albertson, Senior Director, Loyalty, Charles Schwab Bank
#4 Driving A CX Transformation Through Your Organization
Luke Parnham, Director, Customer CX, State Farm
Holli Tongate, Technology Director, State Farm
#5 The Art And Science Of Collecting, Navigating And Understanding Staff And Member Feedback
Donald Peaks, Chief Experience Office, First Commerce Credit Union
#6 Flourishing by Making Wealth More Common
Nick Maynard, SVP, Commonwealth
Pedro Moura, Co-Founder & CEO, Flourish
#7 Gathering Insights from Social Data
Troy Janisch, VP/Director, Social Intelligence, U.S. Bank
5:10 pm - 6:10 pm
Cocktail Reception: “Aww Shucks!”
Aww Shucks, CXFS is coming to an end tomorrow, so during this cocktail reception, connect with those you’ve met throughout the conference while sipping on champagne and enjoying some Boston oysters.