OCTOBER 14-16, The Westin Michigan Avenue, Chicago
COMMON SENSE
Customer Experience Marketing
Less Presentation, More Conversation
OCTOBER 14-16,
The Westin Michigan Avenue,
Chicago
WHAT IS
COMMON SENSE
Customer Experience Marketing?
It’s an invitation-only conference for 70 Customer Experience leaders and 12 Customer Experience solutions providers. Each session is a conversation, not a presentation. We dig into real-world use cases, and ask hard questions. Our solutions providers (sponsors) are CX experts who are there to listen and brainstorm with you.
War Stories
2 panelists will take us through a CX initiative that was a great success or dismal failure and answer questions about what they learned. No podium, no stage, no PowerPoint.
Panel Sessions
A sponsor will moderate a 3-person panel on a single topic. Questions and conversation will follow. No podium, no stage, no PowerPoint.
Workshops
Attendees will submit CX challenges they need help with ahead of time. We’ll pick the most interesting ones and everyone will sit down and work on solving them, led by sponsors with relevant expertise.
What our attendees have to say
Request an Invitation to Attend
OUR AGENDA
The Common Sense Customer Experience agenda has been developed with input from CX practitioners and CX solutions experts. Together we’re pushing the boundaries of cutting edge CX.
OCTOBER 14
6:00 PM -8:00 PM
Cocktail Reception – Great Lakes Foyer
OCTOBER 15
8:00 AM – 8:50 AM
Breakfast – Great Lakes General Session Room
9:00 AM -10:15 AM
Sponsor Introductions Great Lakes General Session Room
10:20 AM – 11:15 AM
Great Lakes A
War Stories 1
Loyalty programs & Hunting down CX problems
Stuart Cook
Valley Bank
Ryan Smith
GoDaddy
Great Lakes B
War Stories 2
Moving to content automation & Reworking site UI/UX
Kaylin Durham
Aaron's
Ashley Cary
Santander Bank
Great Lakes D
War Stories 3
Fighting CX complacency & Changing a call center culture
Stuart Gilchriest
Hertz
Sue Anderson
Sunrun
Great Lakes E
War Stories 4
Aligning CX research & analytics to business transformation & Improving sales agent onboarding
Kristina McCollam
Assurant Global Preneed
Michelle Buretta
Lenovo
11:25 AM – 12:15 PM
Great Lakes A
Panel session 1
Customer Understanding Track
Customer Journey Mapping Best Practices
Moderator:
Dan Maloney
Thunderhead
Panelists:
Keith Kmett
Principal Financial
Dan Lader
T. Rowe Price
Kimberly Carpenter
NRG
Description:
How do your maps translate to execution?
Which software tools are offering useful innovations?
What overlooked tools should you be considering?
Great Lakes B
Panel session 2
Measurement/Data Track
How To Communicate CX Metrics Better
Moderator:
Scott Harris
Social Survey
Panelists:
Don Elliott
First National Bank of Omaha
Irene Jimenez Diaz
Zoetis Pharma
Description:
Making sure stakeholders and staff understand what the numbers mean.
How should metrics be interpreted, and how are metrics commonly misinterpreted?
How do you include the impact of individuals and functional groups on the metrics?
Great Lakes D
Panel session 3
CX Culture Track
Jumpstarting CX in a company with resistance
Moderator:
Ryan Squire
Dynamit
Panelists:
Brad Barrish
Sonos
Rebecca Hall
Helen of Troy
Gratia Carver
Blue Cross Blue Shield of Kansas City
Description:
Few companies embrace CX without some cultural resistance. In this session we’ll walk through proven methods to overcome that resistance.
Great Lakes E
Panel session 4
CX Strategy Track
Getting the most out of loyalty programs
Moderator:
Brian Timmons
Topbox
Panelists:
Kristine Hung
Savers
Francisco Lomparte
BT
Brandon McGovern
HP Inc
Description:
Loyalty programs can be perceived as an earned discount or something that really turns customers into brand advocates. We’ll discuss how to accomplish the latter.
12:20 PM – 01:00 PM
Lunch – Great Lakes General Session Room
1:10 PM – 02:00 PM
Great Lakes A
Panel session 5
Customer Understanding Track
Qualitative feedback vs. unstructured data analysis
Moderator:
Steven Plaat
Thematic
Panelists:
Kari Mickelson
Moneygram
Ben Lightner
MedifastInc.
Description:
How and when should you integrate learnings from individual customer conversations with insights from high-volume analysis of complaints, questions, reviews or trouble tickets?
How does one inform the other?
What do you do when they are telling you different things?
Great Lakes B
Panel session 6
Measurement/Data Track
Transforming a CX organization to a profit center in the eyes of
your CFO
Moderator:
Timothy Rauschenbach
Flagstar Bank
Panelists:
Mary Beth LoVerdi
Northern Trust
Brian Edwards
GEHA
Description:
CX and customer support are by default categorized as cost centers. This session will provide insights into how to re-frame CX as a profit center to your CFO.
Great Lakes D
Panel session 7
CX Culture Track
Can you measure the impact of CX on Marketing, Product and Sales?
Moderator:
Chris Stark
Topbox
Panelists:
Sarah Ross
The Standard
Rick Johnstone
The Standard
Michelle Buretta
Lenovo
Scott Harris
SocialSurvey
Description:
How companies are tying CX activities to outcomes in other functional departments Designing experiences with impact metrics in mind How Marketing, Product and Sales are taking the lead in better leveraging CX teams for better outcomes.
Great Lakes E
Panel session 8
CX Strategy Track
Implementing a CXM program in a matrixed organization
Moderator:
Peter Fogelsanger
Thunderhead
Panelists:
Shaun Hill
Equifax
Jessica Ludvigsen
Woodforest National Bank
Description:
Implementing CX programs across business units in an enterprise can feel like herding cats. This session will dig into how to succeed in the face of organizational obstacles.
2:10 PM – 03:00 PM
Great Lakes A
Workshop Session
How to Connect Your Brand Promise and Customer Expectations to Achieve Business Goals
Facilitated by
Description:
Your brand promise defines what customers can expect from their interactions with your brand, and serves as the rally cry for your organization. In this exercise, we’ll show you how to align each customer touchpoint with the expectations created by your brand promise in order to drive ROI and business impact. The result: an approach that gets your team excited to deliver experiences aligned to customer expectations and fulfil your brand promise.
Great Lakes B
Workshop Session
Automate Improvement: Building the perfect CX strategy to drive behavior, improve customer experiences and power your brand
Facilitated by
Description:
CX today has evolved. Uber and Airbnb measure moments, gamify behavior, improve brand & culture and create new business with their highly automated CX strategies. Let’s discuss this CX puzzle and how you leverage it to drive behavior, improve customer experiences and power your brand with automation.
Great Lakes D
Workshop Session
How to effectively collect customer feedback to improve engagement when users aren’t buyers
Facilitated by
Description:
Using a combination of un-biased open-ended, leading open-ended, and a Score question, your user feedback analysis will identify ROI and success drivers to help build a compelling case to influence decision makers.
3:00 PM – 3:30 PM
Networking Break – Great Lakes Foyer
3:30 PM – 5:30 PM
Sponsor Demos & Meetings – Great Lakes Foyer
6:00 PM – 7:00 PM
Cocktail Reception – Great Lakes Foyer
7:00 PM – 8:30 PM
Dinner – Great Lakes General Session Room
OCTOBER 16
8:00 AM – 8:50 AM
Breakfast – Great Lakes General Session Room
9:00 AM – 10:00 AM
Great Lakes A
War Stories 5
A surprising NPS discovery & Socializing NPS in B2B
Don Elliott
First National Bank of Omaha
Irene Jimenez Diaz
Zoetis Pharma
Great Lakes B
War Stories 6
Reinventing in-store CX & Improving ratings & reviews
Kristine Hung
Savers
Rebecca Hall
Helen of Troy
Great Lakes D
War Stories 7
Delivering analytics at scale & Rebranding challenge
Mary Beth LoVerdi
Northern Trust
Ben Lightner
MedifastInc.
Great Lakes E
War Stories 8
Employee experience challenges & Winning executive buy-in
Karen Walker
Humana
Kari Mickelson
MoneyGram International
10:10 AM – 11:00 AM
Great Lakes A
Panel session 9
Customer Understanding Track
Customer Surveys and asking the right questions
Moderator:
Jesse Rauch
Luminoso
Panelists:
Brittany O'Rorke
Caliber
Kristina McCollam
Assurant Global Preneed
Description:
Asking the right questions in customer surveys is a critical art and science. The penalties for getting it wrong are considerable, so this session will focus on getting it right.
Great Lakes B
Panel session 10
Measurement/Data Track
Do your customer experiences create loyalty?
Moderator:
Steven Plaat
Thematic
Panelists:
Karine Poulin
Air Canada
Karen Walker
Humana
Description:
Being happy with an experience will not necessarily create loyalty if the “must-have” elements are missing.
How companies are providing feedback to staff to ensure they’re delivering the specific elements of the experience that advance business goals.
What behavioural data can point to missing core experience elements for digital experiences.
Great Lakes D
Panel session 11
CX Culture Track
How to Design a CX Team for Long-Term Success
Moderator:
Chris Stark
Topbox
Panelists:
Stuart Gilchriest
Hertz
Melinda Keith
Hunter Douglas
Description:
What are the essential foundational roles and the critical secondary roles? Where inside or outside the organization should you look for these people? How should the CX team be connected with the departments it supports?
Great Lakes E
Panel session 12
CX Strategy Track
Funding Digital Transformation
Moderator:
Ryan Squire
Dynamit
Panelists:
John Campbell
CNA Insurance
Kevin T. McAuliffe
Wyndham Destinations
Description:
How to fund digital transformation, while keeping focus on ever changing consumer needs and the bottom line. How do you navigate culture, revenue, people and process to make this happen?
11:10 AM – 12:00 PM
Great Lakes A
Roundtable session 13
Customer Understanding Track
Conversational AI to drive CX and revenue
Moderator:
Don Simpson
MarketLinc
Description:
How to use machine learning, chatbots, and human sales agents to engage the right visitors at the right time to maximize CX and revenue.
Great Lakes B
Panel session 14
Measurement/Data Track
Customer Effort Score as a new KPI
Moderator:
Jessica Pfeifer
Wootric
Panelists:
Jeff Shah
The New York Times
Matt Eaves
University Hospitals
Description:
Customer effort is the best predictor of long-term customer loyalty and provides a really interesting lens to look at the customer experience through. “How can we reduce the amount of effort the customer needs to exert to solve their problem?”
Great Lakes D
Roundtable session 15
CX Culture Track
How to design customer experiences for industries being disrupted
Moderator:
Cory Davison
4Xperience
Panelists:
Sam Guzik
Hearst Newspapers
Michael Villasenor
Hearst Newspapers
Description:
Consumers get their news, buying recommendations, brand reputation ideas and more from disruptive forces like social media and web search. How can companies fighting this disruption design better customer experiences across channels.
Great Lakes E
Panel session 16
CX Strategy Track
How AI can predict customer intent in real time to boost CX?
Moderator:
Mike Romeri
Analytics2Go
Panelists:
Andy Fruhling
Nokia
Brian Wolfe
Harman International
Frank Lepannetier
RoomIt by CWT
Description:
Emerging AI technology is now being developed to help sales, contact centerand other customer-facing employees deliver superior customer experience.
12:10 PM – 12:20 PM
Closing Remarks – Great Lakes General Session Room
OUR PRICING
CX professionals who meet our qualification criteria attend at no cost. We cover the conference program, travel, food and lodging.
OUR SPONSORS
Become a Common Sense Customer Experience Marketing Sponsor
Common Sense CXM is designed to provide sponsors with time to listen, engage and build relationships with CX leaders.
Our CX practitioners want to spend quality time with our sponsors, so we don’t have to force the issue.
Companies attending Common Sense Customer Experience Marketing
