2018 Customer Engagement Transformation Conference

OFFICIAL EVENT GUIDE

TRANSFORMING CX IN A WORLD WHERE THE ONLY CONSTANT IS CHANGE

PLATINUM SPONSORS

GOLD SPONSORS

ORGANISED BY:

BRONZE SPONSORS

CustomerEngagementTransformation.com @EngageCustomer #EngageConferences

WELCOME

THE TEAM Steve Hurst Editorial Director steve.hurst@ebm.media T: 01932 506 304 Nick Rust Managing Director nick.rust@ebm.media T: 01932 506 301 Katie Donaldson Marketing Manager katie.donaldson@ebm.media T: 01932 506 302 James Cottee Sponsorship Sales Manager james.cottee@ebm.media T: 01932 506 309 James Major Sponsorship Sales james.major@ebm.media T: 01932 302 110

If anything the pace of what is often technology-driven change is accelerating, and organisations that do nothing in terms of customer engagement transformation are effectively moving backwards.

Underpinning all of this is the fact that it is our people who deliver on the customer experience and without the right people and culture in place all the technology in the world will not effectively deliver on transformation.

Kimberly Bishop Sponsorship Sales kim.bishop@ebm.media T: 01932 506 308

We fall behind the expectations, preferences and needs of our customers at our peril. Nobody is too big to fail. This conference will focus firmly on the key issues, challenges and opportunities around engaging our customers - and our people - and includes world class case studies, expert opinion and analysis, panel discussions and high level interactive networking and innovative polling technology.

Dan Skinner Membership Sales dan.skinner@ebm.media T: 01932 506 307 Hannah Mulea Marketing Executive hannah.mulea@ebm.media T: 01932 302 112

Mark Smith Credit Controller accounts@ebm.media T: 01932 428 542

A very warm welcome to our fourth Customer Engagement Transformation Conference. Today’s CPD accredited case study driven conference brings into sharp focus the imperative for organisations to constantly evolve their customer engagement strategies.

Our constantly connected customers, their expectations, their journey, and the ways in which they interact and work with organisations are continuing to evolve and organisations must also transform if they are to thrive in this Brave New Customer World.

Dan Cook Sponsorship Sales dan.cook@ebm.media T: 01932 506 305

Sabrina Clarke Finance Department finance@ebm.media T: 01932 500 103

WELCOME

Real life end user case studies of course take pride of place in dominating the agenda at today’s conference and our delegates will learn about the customer engagement transformation strategies of organisations as diverse as Secret Escapes, Dow Jones, John Lewis, Bupa, Save the Children. LV, Google and many more.

Our Customer Engagement Transformation Conference comes as a growing number of organisations are realising the business benefits that accrue when they work to transform and evolve their customer engagement strategies to keep pace, and engage more closely, with their customers.

Our aim is for our delegates to leave this Conference armed with all the tools, techniques and insight they need to implement effective and successful long term customer engagement strategies. Enjoy.

Steve Hurst, Editorial Director

CustomerEngagementTransformation.com

@EngageCustomer #EngageConferences EngageCustomer.com

Customer Engagement Transformation Conference is organised by Engage Business Media Ltd Join EngageCustomer.com (free membership) and receive Latest News and Features, Weekly Newsletter, Invitations to Directors Forums, Conferences, Summits, Webinars, Focus Groups and more.

Nicholson House I 41 Thames Street I Weybridge I Surrey I KT13 8JG Company Registration No. 8636460

1

www.transsversal.com

Ensure custo omer successs with every self-se ervice experience x .

Accelerate agent a perform mance with every answe er.

Inspire emplloyee producctivity with smarter toolss.

CONTENTS

Visitor Information

4

Speakers

6-8

Sponsors

9

What’s On

11

Agenda Summary

12-13

Floorplans

15 & 17

20 21 23 25 26

HALL 2 • Customer Engagement Transformation in Financial Services and B2B • Technology and Customer Engagement - Part One • Customer Engagement Transformation in Retail and Logistics • Digital Customer Engagement Transformation • Technology and Customer Engagement - Part Two

28 29 32 33 35

Platinum Sponsor Profiles

39-41

44-46

Gold Sponsor Profiles

47

Bronze Sponsor Profiles

48

Disclaimer. While every effort has been made to ensure accuracy in the compilation of this publication, the Publishers cannot be held liable for errors and omissions. ©COPYRIGHT Engage Business Media Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by means, electronic, mechanical, photocopying, recording or otherwise, without prior consent in writing to the publisher.

Nicholson House, 41 Thames Street, Weybridge, Surrey, KT13 8JG

3

FEATURE

FEATURE • Loyalty Deciphered – How Emotions Drive Customer Engagement

FOCUS GROUPS

FOCUS GROUPS 37 • Artificial Intelligence Powered Chatbots:The Future of Customer Service • People Power

HALL 2

HALL 1 • Transformation: Our People and Our Customers - Part One • The Rise of Customer Service Design • Personalisation of the Customer Experience • Robotics, AI and Customer Engagement • Transformation: Our People and Our Customers - Part Two

HALL 1

19

18 18 18

PLENARY

PLENARY • Does Customer Engagement Drive Superior Business Performance?

• Providing Game Changing CX by Mastering Social Media • Accelerating Growth at Dow Jones and The Wall Street Journal

by Focusing on Customer Experience, Data, and Insight • When a Customer Wins, Nobody Loses

VISITOR INFORMATION

CONFERENCE HOURS:

NETWORKING BREAK SPONSOR

08:15 – 09.00

Registration & Coffee

09:00 – 10.25

Plenary Keynotes

10.25 – 10.55

Networking & Coffee Break

10:55 – 13.00

Presentations

13:00 – 14:00

Lunch

14:00 – 16:00

Presentations & Focus Groups

16.00 – 16.30

Networking & Coffee Break

16:30 – 17:30

Presentations

17:30 – 18.30

Drinks & Networking Party

18:30

Event Close

Refreshments: Delegate tea/coffee breaks and buffet lunch are included and will be served in the Conference Expo Hall on Lower Level 1 throughout the day.

At the Drinks Networking Party at the end of the day a complimentary beer/glass of wine is provided.

• • • • •

Welcome and registration Morning Networking coffee break Lunch Afternoon Networking coffee break Drinks Networking Party

Cloakroom: There are free cloakrooms available for delegates. These are located on Lower Level 1.

Wi-Fi: There is complimentary visitor Wi-Fi access provided throughout the show. Please join the Network: Park Plaza Hotel Resorts

4

Join the Conversation: @EngageCustomer #EngageConferences

First Aid: Please visit the registration desk on Lower Level 1 should you require assistance.

Canvassers: The organisers reserve the right to remove anybody found distributing leaflets of any kind or unauthorised sales material at the show.

Business Amenities: The Victoria Park Plaza hotel features all the services and amenities expected of top central London hotels. Guests enjoy a fitness centre, 24-hour room service, baggage storage, foreign currency exchange and an array of other first-class services.

Travel: The venue is situated within walking distance of Victoria train, coach, bus and Underground stations.

Stop Thinking Channels, Start Thinking Journeys.

If you’re passionate about customer engagement, and are interested in exploring the concept of intent-driven customer journeys, attend Wil Lynch’s presentation at 4:50pm in Hall 2 and discover how some forward-thinking brands have already figured it out.

thunderhead.com @ThunderheadONE

SPEAKERS

Jonathan James

Ross Lane

Nicholas Brice

Cambridge City Council

DOTS

American Express Community Stadium

Holly Devonald

Mark Grainger

Wally Brill

John Upton

LV

Engage Hub

Google

ex Leon

Sally Earnshaw

Richard Spencer

Steve Kato-Spyrou

Andrew Bryan

Blue Sky Performance Improvement

Promoderation

John Lewis

Henley Business School

6

Peter Evia-Rhodes

Liam Page

Gerry Brown

News UK

Whirlpool

Customer Lifeguard

SPEAKERS

Jyllene Miller

Stephen Green

Martin Hill-Wilson

Concentrix

Equiniti

Brainfood Consulting

Rumyana Miteva

Karim Sidaoui

Moritz Dinger

Martin Taylor

Secret Escapes

Alliance Manchester Business School

Capita Transformation

Content Guru

Steve Grycuk

Nick Varney

Machaela Shepherd

Andrew Richards

Dow Jones

Dow Jones

Bupa

Metro Bank

Julia Barbosa

Sarah Davies

Toby Poulsom

Save The Children

Oliver Bonas

ex Hager

7

SPEAKERS

Wil Lynch

Lee Dance

Thunderhead

South East Water

Rob Sheldon

Depesh Nathwani

Anna Wilcox

Mark Harrison

Accent

DOTS

Bupa

ex Shell

Sarah Metcalfe

Arkin Salih

Orinta Gaucyte

Claire Sporton

Sure Petcare

NKD

Tails.com

ConďŹ rmit

8

Joris Wigger

Chris Barbour

Secret Escapes

Content Guru

SPONSORS

THANK YOU TO OUR SPONSORS PLATINUM SPONSORS

GOLD SPONSORS

BRONZE SPONSORS

9

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nkd.co.uk +44 (0)203 4700 230 hello@nkd.co.uk

WHAT’S ON

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11

AGENDA SUMMARY 09:05

PLENARY KEYNOTES

Does Customer Engagement Drive Superior Business Performance?

Andrew Bryan, Executive Fellow and Programme Director, Henley Business School

09:25

Providing Game Changing CX by Mastering Social Media Jyllene Miller, SVP of Marketing and Client Engagement Strategy, Concentrix

HALL 1 10:55

Chair’s Introduction: Martin Hill-Wilson, Founder, Brainfood Consulting

TRANSFORMATION: OUR PEOPLE AND OUR CUSTOMERS - PART ONE 11:00

Metro Bank Case Study: Ruthless Simplicity – Colleague Engagement & Customer Choice Andrew Richards, Director of Regional Retail Banking, Metro Bank

11:20

People Power Sally Earnshaw, Managing Director, Blue Sky Performance Improvement

11:40

Save the Children Case Study: How to Engage Audiences Through Happiness Julia Barbosa, Special Projects Lead, Save the Children

THE RISE OF CUSTOMER SERVICE DESIGN 12:00

John Lewis Case Study Steve Kato-Spyrou, UX Manager, John Lewis

12:20

How Knowledge Plays The Leading Role in Equiniti’s Digital Transformation Project Stephen Green, Head of Digital Strategy, Equiniti

12:40

Bupa Case Study: Getting The Experience Right, by Design Anna Wilcox, Head of Customer Experience & Machaela Shepherd, Customer Experience Manager, Bupa

13:00

Lunch

PERSONALISATION OF THE CUSTOMER EXPERIENCE 14:00

South East Water Case Study: Water, Water Everywhere – But Will There Be? Lee Dance, Head of Water Resources, South East Water & Rob Sheldon, Managing Director, Accent

14:20

Power to The People – The Challenging Evolution of Customer Management Moritz Dinger, Market Director, Capita Transformation

14:40

Secret Escapes Case Study: Machine Learning – The Key to Digital Transformation Rumyana Miteva, Head of Search & Joris Wigger, PPC Manager, Secret Escapes

ROBOTICS, AI AND CUSTOMER ENGAGEMENT 15:00

Look Who’s Talking: The Case for Branded Personas in Connected Devices Wally Brill, Head of Conversation Design Advocacy & Education, Google

15:20

Understanding Holistic Customer Experience and Engagement in The Age of Artificial Intelligence Karim Sidaoui, Researcher, Alliance Manchester Business School, University of Manchester

15:40

The Challenges of Channel Shift, Self-Service and Process Automation Jonathan James, Head of Customer Services, Cambridge Council

16:00

Coffee & Networking Break

TRANSFORMATION: OUR PEOPLE AND OUR CUSTOMERS - PART TWO 16:30

How AI Powered CX Reinvents How Customers & Colleagues Engage Martin Hill-Wilson, Founder, Brainfood Consulting

17:00

Sure Petcare Case Study: Enabling Frontline Staff Through Happiness at Work – Melting The Iceberg of Ignorance Sarah Metcalfe, Head of Customer Service, Sure Petcare

17:30

Drinks & Networking

12

AGENDA SUMMARY

PLENARY KEYNOTES 09:45

Accelerating Growth at Dow Jones and The Wall Street Journal by Focusing on Customer Experience, Data, and Insight Steve Grycuk, Chief Experience Officer & Nick Varney, VP Customer Value and Engagement, Dow Jones

10:05

10:25

When a Customer Wins, Nobody Loses Gerry Brown, Chief Customer Rescue Officer Customer Lifeguard Coffee & Networking Break

HALL 2 10:55

Chair’s Introduction: Nick Brice, Team Brighton Lead, AMEX Community Stadium

CUSTOMER ENGAGEMENT TRANSFORMATION IN FINANCIAL SERVICES AND B2B 11:00

LV Case Study: LV Culture and Customer Focus Holly Devonald, Head of Home, Travel & Landlord Operations, LV

11:20

Insurance Case Study: Are You Covered? How to Guarantee Premium Customer Engagement Martin Taylor, Deputy CEO, Content Guru

11:40

Stuck In The Mud Claire Sporton, SVP CC Innovation, Confirmit

TECHNOLOGY AND CUSTOMER ENGAGEMENT - PART ONE 12:00

Fuelling Customer Experience: How Shell Puts Customers at the Centre of Everything They Do Mark Harrison, Ex-General Manager of Customer Excellence, Shell

12:20

Best Practice: Customer Experience, Digital Transformation & Calculating ROI Mark Grainger, VP Sales Europe, Engage Hub

12:40

Tails.com Case Study: How We Turned Customer Support Into Part of Our Product Orinta Gaucyte, Customer Experience Manager, Tails.com

13:00

Lunch

CUSTOMER ENGAGEMENT TRANSFORMATION IN RETAIL AND LOGISTICS 14:00

Do You Really Know That You’re Giving Customers What They Need?

John Upton, Former Managing Director, LEON

14:20

Customer Experience Transformation on a Truly Global Scale Arkin Salih, Consulting Director, NKD

14:40

Oliver Bonas Case Study: Cool Head, Warm Heart Sarah Davies, Customer Service Manager, Oliver Bonas

DIGITAL CUSTOMER ENGAGEMENT TRANSFORMATION 15:00

Linguistic Modelling – A Universally Applicable Tool to Improve Engagement Toby Poulsom, ex Digitalisation Manager, Hager

15:20

Becoming Customer Centric With Digital Solutions Ross Lane, Head of Digital Contact Centre Solution & Depesh Nathwani, Director of Digital Services & Business Development, DOTS

15:40

How to Get Your Whole Organisation Behind Delivering Great Experiences Richard Spencer, Director, Promoderation

16:00

Coffee & Networking Break

TECHNOLOGY AND CUSTOMER ENGAGEMENT - PART TWO 16:30

News UK Case Study: How we use Customer Behaviour & Data Science in Marketing to Increase Retention to Record Rates Peter Evia-Rhodes, Head of Engagement, Operations and Retention, News UK

16:50

Stop Thinking Channels and Start Thinking Journeys Wil Lynch, VP Business Value Consultancy, Thunderhead

17:10

Whirlpool Case Study: The Role of CX in a Traditional Manufacturing Industry Liam Page, Head of Marketing (Service), Whirlpool

17:30

Drinks & Networking

13

94% of customers who have a low-effort customer service will buy from the same company again - CEB Research

Content Guruâ&#x20AC;&#x2122;s cloud communications platform, stormÂŽ, is used by hundreds of the worldâ&#x20AC;&#x2122;s largest organisations to deliver low-effort customer engagement, improving retention rates. By converging multiple communications systems into a single platform, storm enables customers to interact with your organisation through any device or channel, 24/7, even during periods of high contact volume.

FLOORPLAN

Lower Level 1 HALL 1 • TRANSFORMATION: OUR PEOPLE AND OUR CUSTOMERS - PART ONE • THE RISE OF CUSTOMER SERVICE DESIGN • PERSONALISATION OF THE CUSTOMER EXPERIENCE • ROBOTICS, AI AND CUSTOMER ENGAGEMENT • TRANSFORMATION: OUR PEOPLE AND OUR CUSTOMERS - PART TWO

Catering Station

HALL 2 • CUSTOMER ENGAGEMENT TRANSFORMATION IN FINANCIAL SERVICES AND B2B • TECHNOLOGY AND CUSTOMER ENGAGEMENT - PART ONE

11

• CUSTOMER ENGAGEMENT TRANSFORMATION IN RETAIL AND LOGISTICS • DIGITAL CUSTOMER ENGAGEMENT TRANSFORMATION • TECHNOLOGY AND CUSTOMER ENGAGEMENT - PART TWO

12

FOCUS GROUP SESSIONS

Catering 13 6 Station

HALL 1

5

EXPO HALL

HALL 2

14

4

16

3

17

2

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Catering 20 1 Station Entrance

Entrance

Registration Lifts Help

Business Centre

Desk

Cloakroom Stairs to Reception

Restroom

15

Deliver a consiistent custom mer experience, i nce, powered d by b AI.

1 month later

Hi Louise, we value your feedback. Take our customer satisfaction survey here: https://feedback.com

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+ 44 (0) 20 7183 3860 | sales.enquiries@ @theengagehub.com | www.enga agehub.com

FLOORPLAN

Expo Hall & Refreshments

Catering Station

Contact: Derek Williams E: Derek@thewowawards.co.uk W: www.thewowawards.co.uk

Contact: Martin Powton E: martin@wizu.com W: www.wizu.com

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12 Catering 6 Station 13

Contact: Jackie Chapman T: 01512 373 200 W: www.boschservicesolutions.com

Contact: T: +44 7770 888688 T: +44 7776 395578 W: www.cxcompany.com

Contact: Catherine Tyson E: conversations@thunderhead.com W: www.thunderhead.com

Contact: T: +44 1223 488700 W: www.transversal.com

Contact: W: www.theengagehub.com

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Contact: Nab Kalsi, Business Development Director T: +44 (0) 203 4700 230 M: +44 (0) 7768 045 609 E: nab@nkd.co.uk W: www.nkd.co.uk

Contact: Henry Finbow, Business Development Manager T: 01344 852 350 E: HGF@contentguru.com W: www.contentguru.com

Contact: W: www.zendesk.co.uk/suite/

Contact: E: sales@ultracomms.com T: +44 (0) 207 965 0207 W: www.ultracomms.com

Contact: Moritz Dinger T: 01483 739 400 E: moritz.dinger@capita.co.uk W: www.capita.com/transformation

1

Catering 20 Station

Contact: T: +44 (0)20 3053 9333 W: www.conďŹ rmit.com

Contact: T: 01483 739 400 W: www.blue-sky.co.uk

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CONFERENCE PROGRAMME

PLENARY

09:0009:05

CHAIR’S INTRODUCTION:

09:0509:25

Does Customer Engagement Drive Superior Business Performance?

Martin Hill-Wilson, Founder, Brainfood Consulting

Andrew Bryan, Executive Fellow and Programme Director, Henley Business School With all the excitement surrounding the benefits of new technologies, digital transformation programmes promising great ROI and ever increasing customer expectations, what are the key things all organisation must get right? Based on recent research and experience gained from working with companies at Henley Business School, Andy will turn the hype into help!

PLENARY

Andrew Bryan is an Executive Fellow and the Programme Director for the MSc and Post Graduate Certificate in Strategic Marketing Leadership at Henley Business School. He has had a successful career as a corporate executive, management consultant and business researcher. He is an experienced digital technology and strategy Director who has had senior roles with a range of blue chip companies. He also acts as a consultant to companies on customer management issues, customer centric digital transformation and digital commerce in both B2C and B2B companies. Andrew’s experience covers several sectors. His technology sector expertise includes executive leadership roles with system integrators, technology product development and technical consulting companies. In Logistics, he was responsible for delivering change programmes at Exel and DHL Logistics. His has pharmaceutical experience with GSK, Novartis and Roche and was responsible for developing technology products for IMS Health. In the retail sector he has experience with many well-known high street favourites including Debenhams, Halfords, Boots, Argos, Jack Wills, Timberland and Dunelm Mills. He also has start-up experience and has worked with several private equity funds.

Andrew has an MBA from Henley Business School and has worked with the Henley Centre for Customer Management for a number of years where he undertakes research into customer experience topics on behalf of the members. He has completed a number of reports and papers on behalf of companies exploring customer management topics. These include a white paper for BT titled “Customer Effort: Help or Hype?” and the 2014 UK Water Industry Research Report “An Alternative Service Incentive Mechanism Implementation Plan”.

09:2509:45

Providing Game Changing CX by Mastering Social Media Jyllene Miller, SVP of Marketing and Client Engagement Strategy, Concentrix Business success is predicated on keeping up with the latest customer trends. That means delivering what customers want, when and how they want it. Whether its in-store, or online, customers want reliability across multiple markets and channels. When they don’t get it, social media is where most customers voice their frustration.

Jyllene Miller, Concentrix SVP Marketing, explains how customer sentiment and emotional analysis from social media can help businesses deliver a consistently brilliant customer service experience. The results for a major European retailer were decision-ready insights that improved customer engagement and business performance.

Jyllene Miller is a Brand and Marketing Strategist who collaborates with CEOs, executives and global business leaders to help them understand how to better connect with their customers and future-proof their business. As the SVP of Marketing and Client Engagement Strategy for Concentrix, Jyllene is the driving force behind the company’s Different by Design™ brand. Jyllene is a veteran at creating and building relationships with organisations and individuals at all levels. With her unique communication style and passion for customer engagement, Jyllene has helped grow Concentrix into a Top-5 global brand in business services.

09:4510:05

Accelerating Growth at Dow Jones and The Wall Street Journal by Focusing on Customer Experience, Data, and Insight Steve Grycuk, Chief Experience Officer & Nick Varney, VP Customer Value and Engagement, Dow Jones Dow Jones publishes The Wall Street Journal, Barron’s and Marketwatch and has a suite of business information tools like Factiva. In 2015 we set an aggressive target to accelerate our growth to achieve three million subscribers. To win we knew needed to pivot to a focus on the customer, so we undertook a fundamental

18

PLENARY

CONFERENCE PROGRAMME

transformation in the way our business thinks. In just three years we restructured our global Customer Service org, built a focused experience design team, reinvigorated our marketing approach by personalising every member touchpoint and built new data platforms to underpin this new customer-focused philosophy.

Steve joined Dow Jones in September 2014. He currently leads the global Customer Service, Customer Operations, Experience Design, Insight & Intelligence, Analytics and Customer Data teams. Over the last 10 years, Steve has worked with a number of media, broadcasting and Financial Services businesses – including The Times of London, Sky, Deutsche Bank and the BBC. Steve has a track record of delivering large-scale complex business transformation programmes. He started his career at Deloitte Consulting. Steve holds a Bachelors degree in Economics and Management from the University of Oxford.

10:0510:25

When a Customer Wins, Nobody Loses Gerry Brown, Chief Customer Rescue Officer, Customer Lifeguard Most companies tell us how important we are and that “Customers are at the heart of everything they do.”

Unfortunately, for many of us, that remains a slick, meaningless, marketing slogan, that is rarely delivered and the outcome is a very different slogan; “They win, we lose.”

But a customer winning? How does that work?

Gerry Brown takes us through the key elements of customer experience and tells us why a customer “winning” is so critical in today’s connected world; and how you can adopt four simple principles that can be the difference between long term business success and ignominious failure.

• • • •

Culture: Going beyond mission statements to show how organisations must have ‘customer first’ into their DNA. Commitment: Starts from the top down, demonstrating & expecting everyone to care about & ensure good CX is delivered.

Community: From public visibility, to community engagement & social care benefits.

Communication: Keeping the CX journey alive, so everyone can see progress & ideals.

Well seasoned, but not over cooked author, speaker, workshop facilitator and consultant with broad experience in customer service, customer experience, contact centre, & CRM, for a range of market segments in the UK, Canada, EMEA & the USA. Over that that time I’ve learned what works and what doesn’t. I take a unique approach that eschews the newest shiny toys as a starting point and focuses on four fundamental principles that must underpin and drive a successful customer experience strategy: Culture, Commitment, Communication and Community.

As a vocal and demanding customer myself, I truly understand the frustration, anger and disappointment that characterise many customers’ experiences with businesses. I’ve been involved in the customer service business in one form or another for over thirty years in strategic, operational and logistical roles. I’ve worked with some of the best customer experience “gurus” and some of the best and worst companies, all of whom have been vibrant, creative and life changing influences. I help customer service directors, customer experiences leaders and MDs to develop actionable insights, drive value and improve profitable customer retention by focusing on Customer Inspired Thinking that will help them in: • • • • • •

10:2510:55

Evaluating what customers really think of them & why Quantifying how much bad service really costs them Identifying & addressing areas for improvement Engaging, involving and inspiring their employees to find their inner customer Introducing & integrating the right technology at the right time for the right reasons Measuring what matters – to customers

Coffee & Networking Break

19

PLENARY

Nick started his career at Deloitte’s UK consulting practice specialising in transformation and organisation design for media clients such as the BBC, South African Broadcasting Corporation, and Thomson Reuters. In 2011 he joined News UK where he led the customer technology portfolio managing subscription platforms for The Sun, The Times and The Sunday Times.

In 2014 he moved to sister company Dow Jones where he has led customer transformation initiatives including the launch of a customer experience design function, the transformation of member engagement for The Wall Street Journal and most recently leading the Customer Value team – using data to improve revenues across Dow Jones

CONFERENCE PROGRAMME

10:5511:00

HALL 1

CHAIR’S INTRODUCTION: Martin Hill-Wilson, Founder, Brainfood Consulting

TRANSFORMATION: OUR PEOPLE AND OUR CUSTOMERS - PART ONE 11:0011:20

Metro Bank Case Study: Ruthless Simplicity – Colleague Engagement & Customer Choice Andrew Richards, Director of Regional Retail Banking, Metro Bank Since launching in 2010, Metro Bank continues to revolutionise British banking. We currently have 56 stores open, with plans to have up to 100 by 2020. Additionally, over 1.3 million customer accounts are supported by over 3,300 colleagues. In this case study, we will discuss how Metro Bank passionately focuses on their formula: Model+Culture+FAN-atical execution.

HALL 1

Andrew joined Metro Bank in early 2013 to lead and manage regional store growth with a concentrated focus on Customer Experience. Andrew is passionate about retail banking and developing talent. He joined Metro Bank from TD Bank in Washington DC, where he was the Senior Vice President of Retail Banking. Andrew began his retail banking career in 1985 when he joined Commerce Bank as a drive thru cashier. Over a 23 year career with Commerce Bank, America’s Most Convenient Bank, Andrew worked in a number of prominent roles culminating with expanding and building the revolutionary, service-driven model in both existing and new markets.

11:2011:40

People Power Sally Earnshaw, Managing Director, Blue Sky Performance Improvement When you look at organisational strategy today, all we hear about is getting technology to do the work – AI, Big Data, all of those brilliant things that in the future are going to help with channel shift and personalisation. But we need to be wary of leaving behind the people element. We are always going to require people to deliver customer service. In the new world, every touch point a customer has with an organisation, across whatever channel, is an opportunity to add value and to do good for the customer. It’s having the right people with the right skills and mindsets.

Today it’s about answering problems across a huge range of different channels. Wind forward to tomorrow and we’re coming to terms with the fact that the workforce is evolving (it’s not just millennials) and the human beings we are dealing with are very complex!

With a 20 year track record working in senior positions, Sally has developed and executed sales and service transformation programmes in a wide range of operational environments. This lends a depth of understanding to all sorts of client situations with resultant gravitas to the messages she shares. She has recently published her first book. Crack the Code: Upgrade your Customer Experience, One Conversation at a Time about the human code, called conversation, that’s undergoing a revolution thanks to cutting-edge research in neuroscience. But because it’s a people, rather than a tech, thing, it’s being neglected by all but the super-smart few.

11:4012:00

Save the Children Case Study: How to Engage Audiences Through Happiness Julia Barbosa, Special Projects Lead, Save the Children This inspiring and practical session will share thought-provoking ways to deliver and deepen customer engagement through happiness. Focusing on case studies from around the world, from a driver who carefully decorated his tuk-tuk to a zen monk in Japan, this session shows that happiness is efficient and infectious – and is a powerful way to engage others.

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CONFERENCE PROGRAMME

Julia Barbosa is a marketing and business effectiveness specialist, with a consistent track-record of leading people and organisations through change, equipping others with tools and skills to thrive. She is currently Special Projects Lead at Save the Children, where she leads strategic projects, focusing on driving engagement, CRM and customer experience. Julia speaks and writes about personal development, the learning power of failure and happiness in the workplace.

THE RISE OF CUSTOMER SERVICE DESIGN

12:0012:20

John Lewis Case Study Steve Kato-Spyrou, UX Manager, John Lewis This is a case study talk about using design thinking, lean and agile methodologies to define John Lewis’s gifting strategy in a collaborative way. It involved a 2 day workshop bringing all the SMEs of gifting, from all different departments within John Lewis, together. This was a greenfield effort as John Lewis has never had a holistic gifting strategy. Then using those same methodologies, moving the problem spaces defined in the strategy into a delivery vehicle which put the customer at the heart and tried to use iterative thinking born out of digital practice.

12:2012:40

How Knowledge Plays The Leading Role in Equiniti’s Digital Transformation Project Stephen Green, Head of Digital Strategy, Equiniti Recognising that technology has a vital role to play in delivering an improved customer experience, Equiniti set about building a business case for change. As a part of a larger digital transformation project, Equiniti was developing a new customer website. This presented the ideal opportunity to develop a more consumer-centric service where the role of Knowledge played the leading role. Hear how Equiniti has successfully delivered a consistent, intuitive experience for its customers across multiple platforms.

Experienced Digital Strategy professional. Specialising in developing strong, positive teams that go further to grow revenues by applying focus, data and user centred design thinking. Passionate about people, system architecture and getting the most from technology to enable colleagues to deliver great customer experiences at scale. Business-minded digital leader with background in delivering £m+ digital marketing, online strategy and optimisation work streams.

Specialisms include: • • • • • • •

Digital Strategy C-Level stakeholder management Change and Transformation Data, Analytics and visualisation.

Conversion Optimisation / Continuous Improvement – Test/measure/learn processes Digital Marketing – Inc. Group Structuring across PPC, CRM, Email, SEO, Display and Affiliates.

Business development

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Steve is helping develop (and enabling the development of) a content strategy that will utilise John Lewis’s USP’s. He has also designed the components for the componentisation of the John Lewis and Sky.com sites, in order to create a consistent customer experience and drive production efficiencies. Steve’s current passion is creating ways to facilitate leadership level workshops, in order to push things forward and not just create circular debates.

Richer Insights Smarter Decisions s Faster Reactions

With Confirmit’s Voice of the Cu C stomer solution you can:

Listen to the Voice of the Customer through a multi-channel solu ution

Integrate that voice with existing data to generate powerful insights

Take actions that deliver real and measurable business change e

Learn more at http://bit.ly/CXmarketing g or call us at +44 020 3053 9333 © 2018 Confirmit. All rights reserved.

Other marks referenced herein are the property of their respective owners.

HALL 1 12:4013:00

CONFERENCE PROGRAMME

Bupa Case Study: Getting The Experience Right, by Design Anna Wilcox, Head of Customer Experience & Machaela Shepherd, Customer Experience Manager, Bupa Bupa UK has over 32,000 employees supporting over 5 million customers with their health, care and wellbeing needs. But how can thousands of employees deliver consistently the Bupa brand promise without a compelling vision of what, from the customers’ viewpoint, great looks like? Great customer experiences are designed close to the customer, with customers, and with colleagues who are close to customers. Anna and Machaela have recently worked with over 150 customers and employees to co-create the target experience for the treatment and renewals journeys. They will walk through a simple, practical, step by step guide of how to “get the experience right by design”.

Anna is an established marketing professional with over 15 years’ experience in a wide range of sectors from the motor trade, pharmacy, and most recently within health care. Anna has worked for Bupa since 2009, initially managing the marketing activity across the 300 Bupa care homes. Then in 2013 she turned her attention to the Bupa UK Health Insurance business and over time this responsibility widened to include their Health Clinics and Dental Centres. Despite her passion for marketing, she found she really wanted to make a difference for the customer. So when the opportunity for a new challenge arose she grabbed it with both hands. She now heads up the newly formed customer experience team within Bupa. This role really lends itself to her first love – which is to lead and inspire people and teams to achieve their potential and deliver outstanding results for an organisation.

13:0014:00

Lunch and Networking

PERSONALISATION OF THE CUSTOMER EXPERIENCE 14:0014:20

South East Water Case Study: Water, Water Everywhere – But Will There Be? Lee Dance, Head of Water Resources, South East Water & Rob Sheldon, Managing Director, Accent The water sector is at a critical stage in its strategic development. Challenges, such as increased population and climate change, lead to concerns over long term supply resilience. But also, opportunities exist due to the growing environmental conscience of customers and stakeholders.

SEW have an ongoing customer engagement programme to feed into its five-year business plan to understand and anticipate the constant sector evolution. This paper will take the audience through the extensive work programme which included a futurologist working with consumers, deliberative consumer research, market segmentation and behavioural science and machine learning to identify behaviour change.

Insights/learnings include: • • •

The complexity of the potential solutions to address resilience and how each customer relates to them differently.

The important role that customers could play when provided with enhanced water use information.

How best to use behaviour change techniques and ‘nudge’ messages with different customer segments.

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Machaela is an established business to business sales leader with over 16 experience years at Bupa. At Bupa, Machaela initially worked within the SME sales channel, but in 2010 she turned her attention to Corporate sales where she successfulyl led a department with a portfolio of 980 clients and a net worth of 95 million. In 2017, Machaela’s passion for the customer led her to take on a new challenge and move into the newly formed customer experience team at Bupa.

Machaela now uses her expertise with B2B clients and intermediaries to improve the Bupa experience for these key customers

CONFERENCE PROGRAMME

HALL 1

Lee Dance is Head of Water Resources, for South East Water, with 22 years of experience in managing water resources, demand management and strategic long term planning. In his role, he has recognised the important role that customer engagement can, and must, play to support the water industry’s long term planning and decision making.

Rob Sheldon is Accent’s MD. He has a postgraduate degree in econometrics and 35 years’ experience in market research.

Rob is an internationally recognised expert in the field of stated preference and was instrumental in introducing the technique to the UK, for a project for British Rail in the 1970s. Since then he has developed many pioneering applications of the approach in a broad range of typically regulated sectors. He has a strong track record in utilities starting as a consultant to Midlands Electricity during development of their marketing strategy for the emerging privatised over 1MW sector. He has worked extensively in the water sector since PR99 and has been instrumental in defining the shape of this regulatory engagement programme. He performs a similar role in other regulated sectors such as energy, transport, post, finance and health. He is a Fellow of the Market Research Society.

14:2014:40

Power to The People – The Challenging Evolution of Customer Management Moritz Dinger, Market Director, Capita Transformation

HALL 1

Customer management strategy is currently embroiled in one of the most significant shifts of the last 30 to 40 years, which is creating substantial challenges for businesses. Traditionally, engagement between businesses and customers has been very much a one-sided affair. To put it simply, the rules of engagement were set by businesses, and customers were expected to comply. This has meant that businesses could define what kind of relationship they wanted to have with their customers. Whether it was the local supermarket or package holiday provider – products and services that customers received were designed by businesses for customers.

This meant that customers were faced with little flexibility or direct influence when it came to the nature of the goods they were offered, or the relationship they wanted to have with companies. These days are no more…

Moritz will outline the challenges this shifting paradigm is presenting for businesses and give an insight into how companies can get themselves organisationally ready to embrace these new relationships.

Moritz is currently Market Director at Capita Transformation, the consulting and advisory business of Capita plc. Prior to this he spent over 10 years in creative and digital agencies in London where he lead the design and delivery of innovative digital solutions and experiences. His work focusses on the optimisation of customer engagement and experience levels and the impact this has on business performance. Moritz is a highly experienced digital strategist and service design expert with significant experience in how to maximise the opportunities and benefits that digital channels and solutions can bring. A particular emphasis for his work lies in transforming organisations by combining creativity, technology and insight to deliver optimal experiences for customers and better outcomes for businesses.

14:4015:00

Secret Escapes Case Study: Machine Learning – The Key to Digital Transformation Rumyana Miteva, Head of Search & Joris Wigger, PPC Manager, Secret Escapes Today’s empowered consumers are more demanding and impatient than ever before, and expect assistive experiences. Learn how machine learning is enabling travel businesses, such as Secret Escapes, to meet those expectations while saving time and improving performance!

As Head of Search at Secret Escapes, Rumyana has a deep understanding of the current Paid and Organic search ecosystem. With over 8 years of experience in the Digital Marketing she has worked for various brands and managed a portfolio of over a billion keywords. She decided to pursue a career in Performance Marketing because it is constantly evolving, which makes it equally appealing and challenging. Rumyana is a regular conference speaker – SMX, IAB Search, Hero Conf London and a judge at the UK Biddable Awards.

Joris has a degree in International Hospitality Management and he has been working in Digital Marketing for the past few years. He is currently PPC Manager at Secret Escapes and one of his main responsibilities is managing a large portfolio of campaigns across multiple markets. Joris has experience with complex data integrations such as Google Hotel Ads. His interest in Performance Marketing mainly derives from the fact that results are based on data and that the digital landscape is ever evolving, which makes it an exciting environment to work in.

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CONFERENCE PROGRAMME

ROBOTICS, AI AND CUSTOMER ENGAGEMENT 15:0015:20

Look Who’s Talking: The Case for Branded Personas in Connected Devices Wally Brill, Head of Conversation Design Advocacy & Education, Google As speech enabled, connected devices like Alexa and The Google Assistant become ubiquitous and enterprises create their own “skills” and “actions”, how will they ensure brand identity and differentiation to separate themselves from their direct competitors?

In this session we’ll explore how to create unique voice experiences to engage customers and reinforce brand loyalty.

Previously a music producer in the US and UK, Wally Brill’s fascination with voice interaction began in 1999 at Nuance Communications where, as Director of Persona Design and Production, he created the process for designing, testing and developing branded, humanlike personas for enterprises and governments worldwide. He co-founded the first VUI consultancy, VoicePartners in 2002 to deliver speech recognition systems designed around user needs and brand values. As Director of Global Self Service for eBay, he led a team on three continents assisting millions of eBay members daily. Now as Head of Conversation Design Advocacy & Education at Google, he’s helping to create 21st century magic with the Google Assistant.

HALL 1

15:2015:40

Understanding Holistic Customer Experience and Engagement in The Age of Artificial Intelligence Karim Sidaoui, Researcher, Alliance Manchester Business School, University of Manchester With buzzwords like artificial intelligence, deep and machine learning, chat bots, and big data, companies are scrambling to maximise their understanding and utilisation of these technologies to cut down on costs, improve the bottom line, gain a competitive edge, and ultimately provide superior customer value. Customer engagement and experience are at the vanguard of these transformational cues; however, we still lack the holistic consensus of what they really are. Matters get more complicated with disparity between academic research and the professional understanding of these business constructs.

This presentation aims at bridging this understanding with a customer-centric focus on what elements of the customer experience could be engaged using innovative technology to build decision-making support systems.

This in turn would enable customer experience managers and executives to pinpoint experience related features within product and service design, marketing, customer support, servicescape and many other organisational facets.

Karim Sidaoui is currently a PhD researcher at the Alliance Manchester Business School in the Management Science & Marketing division within the University of Manchester. His educational background comprises a Bachelor in Computer Science, and a Master’s in Business Administration.

His academic experience ranges between topics of customer experience and engagement, data mining and machine learning, big data analytics, and social media.

He possesses multidisciplinary corporate and start-up professional experience ranging from software development and IT project management to retail category management and business development. His involvement with international brands such as Samsung, LG, Philips, Toshiba and others in multinational settings enabled rapid and successful business expansion in the MENA region. From a customer perspective, Karim has managed customer retail strategies pertaining to product design, marketing, sales, cross-departmental liaison, and customer feedback & support in both online and brick-and-mortar settings.

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15:4016:00

HALL 1

The Challenges of Channel Shift, Self-Service and Process Automation Jonathan James, Head of Customer Services, Cambridge Council Cambridge, along with hundreds of other councils, is trying to drive out efficiencies and deliver improved customer services. There are simple and easy solutions that can be delivered quickly, but more complex issues require greater thought and also result in greater resistance to change. There is no simple one fit solution so Cambridge is delivering and developing a range of measures to process low value high volume transactions to release resources to enable customer service staff to deal with the high value transactions. However, there have been successes, failures and challenges along the way.

Originally from an Environmental Health background, Jonathan has the unique experience of working within a cross section of public roles spanning a range of service areas and Councils, including strategy development, programme and project management, customer service and operational management. Over the past 14 years, Jonathan has successfully led significant organisational and cultural change and developing and implementation channel shift strategies over the full breadth of public services.

HALL 1

16:0016:30

Coffee and Networking

TRANSFORMATION: OUR PEOPLE AND OUR CUSTOMERS - PART TWO 16:3017:00

How AI Powered CX Reinvents How Customers & Colleagues Engage Martin Hill-Wilson, Founder, Brainfood Consulting Over the next 3-5 years, AI technologies will have reshaped how service outcomes are delivered. This will sharpen the focus on using person to person engagement intelligently when it matters most.

Those still charged with delivering the ‘human touch’ will need to be special. This session explores the new role, profile and culture that will be needed as AI powered journeys reinvent the way customers engage with brands.

Martin is a leading customer engagement and digital business strategist. Also an author and international keynote speaker.

Working under my own brand, Brainfood Consulting, I design masterclasses and transformational change helping clients evolve their social and digital capabilities. Current topics include omni-channel design, proactive, low effort customer experience, social customer service and customer hubs. All themed around service innovation. Using customer hubs as a milestone towards full digital competency. Even service organisations that consider themselves advanced in their omnichannel capabilities face the barrier of internal silos and competing agendas. This remains a strategic weakness in terms of real time responsiveness.

Digitally empowered customers have reset the bar on acceptable customer experience. Organisations that want to prosper in this new regime have to adopt a new mind-set and leadership capabilities. But how to escape the days of siloed customer engagement and the idea that the service organisation was solely responsible for customer experience. Today, market leadership means taking a fresh approach to continuous improvement and service innovation: re-energised through new partnerships with customers and employees. Customer hubs provide a low risk evolutionary path. The hubs draw together a number of competencies into a new form of working relationship. This includes the front office (sales, marketing, service), analytics, change management and collaboration. Together they become a hub of innovation, improvement and competitive responsiveness for the rest of the organisation.

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CONFERENCE PROGRAMME

Sure Petcare Case Study: Enabling Frontline Staff Through Happiness at Work – Melting The Iceberg of Ignorance Sarah Metcalfe, Head of Customer Service, Sure Petcare Sarah Metcalfe is Head of Customer Services at Sure Petcare (previously SureFlap). Sure Petcare develop intelligent, connected pet products that improve the way we care for our pets. Sarah will discuss removing barriers in your business to giving great customer service by empowering your frontline agents to make meaningful changes. This will include innovative examples of how to motivate your teams, improving retention, and creating meaningful changes to engage employees in the long term. Sarah will give real life examples and take home advice for implementing a happy workplace which enables great customer service. Highlighting the benefits this has to your entire organisation.

Sarah joined Sure Petcare six years ago, taking responsibility for the company’s customer service and guiding it through an extraordinary period of expansion and growth. She now leads a talented multi-lingual team who deliver outstanding customer service and happiness to all Sure Petcare customers around the world. Sarah is passionate about happiness in the workplace, and she knows the positive impact this has on the customer experience. Through continuing to innovate and improve the customer journey, Sure Petcare now has an amazing Net Promoter Score of 95+% with an increase in customer contact of over 50% over the last 12 months.

17:30

Drinks & Networking Party

WEDNESDAY 28TH NOVEMBER 2018 COUNTY HALL LONDON

A PLATFORM WHERE LIKE-MINDED PROFESSIONALS COME TOGETHER Our exclusive Engage Focus groups allow senior individuals working in customer and employee engagement to come together and voice their thoughts and share experiences in a structured professional environment.

These dynamic and highly engaging think tanks stimulate thought leadership discussions and provide valuable ‘take-home’ implementable knowledge. Hosting a focus group forges meaningful relationships, positions you as a market leader whilst providing powerful insights into the key issues within the enterprise.

QUICK FACTS 1 DAY EVENT • 11 SYNDICATE ROOMS • 33 ROUNDTABLE SESSIONS • 110+ SENIOR CUSTOMER PROFESSIONALS

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Originally from British Columbia, Canada, Sarah brings a wealth of customer service experience from a background that includes charities, logistics and manufacturing. Inspired by the teachings of great customer service companies like Zappos and Happy Ltd, she wants to share her experience and the success of Sure Petcare with others, including her strategy for supporting Sure Petcare ’s new connected suite of pet products within the Future of Intelligent Pet Care

CONFERENCE PROGRAMME

10:5511:00

HALL 2

CHAIR’S INTRODUCTION: Nick Brice, Team Brighton Lead, AMEX Community Stadium Nicholas helps all levels of leaders and staff achieve success by truly living their values, with a strong focus on Voice of the Customer and Voice of the Employee-based development across all customer touchpoints. He is ‘Team Brighton Lead’ for the American Express Community Stadium, since 2010 helping them develop a multi-award winning fan/customer experience, team culture and record revenue increases. His programme won the first ever triple-gold National Training Journal Award for change, leadership development and learning partnership for his work for Brighton & Hove Albion FC, his home club. He has helped lead a wide array of major blue-chip customer experience, culture change and transformation programmes across 5 continents since 1983, when he adapted the British Airways ‘Putting People First’ Programme for financial services, helping American Express achieve significant increases in profits through enhanced customer experiences.

He also runs a multi-award winning theatre production company. A Professional Member of the Professional Speakers’ Association and a Speaker and Masterclass Facilitator with the Academy of Chief Executives.

CUSTOMER ENGAGEMENT TRANSFORMATION IN FINANCIAL SERVICES AND B2B 11:0011:20

LV Case Study: LV Culture and Customer Focus Holly Devonald, Head of Home, Travel & Landlord Operations, LV

HALL 2

Through a challenging time in insurance, Holly talks about how LV continues to strive, putting their people at the heart of what they do, exceeding customer expectations and driving change for the better.

LV the 3rd largest private motor insurer and the 5th largest personal insurer have experienced major transitions from system changes, to company joint ventures. Holly will focus on how people, customers and future strategy is the key focus. How LV ensures to stay ahead of the curve, making sure they evolve on meeting their customers’ changing expectations, continue to maintain their culture and focus on strengthening foundations.

Holly has been a part of the contact centre industry for the past 31 years; she is currently the Head of three products across Sales & Service – Home, Travel and Landlord at Liverpool Victoria. Holly has worked at Liverpool Victoria for 10 Years and prior to LV and previously worked at RSA for 21 years. Holly ensures world class service is achieved across two main sites and overseas the performance of a headcount for over 300 employees. She has considerable experience of achieving demanding service levels, driving efficiency within the business.

11:2011:40

Insurance Case Study: Are You Covered? How to Guarantee Premium Customer Engagement Martin Taylor, Deputy CEO, Content Guru Join Content Guru’s co-founder, Martin Taylor, to discover how a large international insurance organisation boosted agent efficiency and streamlined customer engagement, using one of the world’s premier contact centre platforms, storm®. Financial organisations face innumerable customer engagement challenges.

Increasingly, consumers expect to communicate with and make payments to companies through any channel, at any time. In turn, organisations accumulate vast amounts of data to improve customer knowledge and personalisation. This has resulted in enormous customer engagement advancement, as financial organisations replace their disparate, premise-based systems with omni-channel cloud communications solutions offering integration to WFO and CRM systems, as well as payment service providers.

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CONFERENCE PROGRAMME

Martin Taylor is Deputy CEO of multi-channel cloud communications provider Content Guru. A forerunner of communications technology since his early twenties, when he co-founded Content Guru’s sister company, Redwood Technologies, Martin’s role now centres on strategic market development and analysing the future of digital engagement.

Martin is an elected member of the CBI South East Council, an Advisor to the Common Sense Collective socio-economic think-tank and a member of the Advisory Board of the School of Management at King’s College, London, where he lectures on strategy and entrepreneurship and presents the annual Content Guru Prize for Strategic Management. Martin’s charitable activities include the British Red Cross, the Berkshire Community Foundation and the Peter Jones Enterprise Academy.

11:4012:00

Stuck In The Mud Claire Sporton, SVP CX Innovation, Confirmit Moving forward requires the right approach. If you have a lovely smooth road ahead of you, hop on your racing bike and get moving. If you’ve got a more challenging route to face, you need the right tools for the job – or you face getting stuck in the mud. What does this have to do with Customer Experience in B2B, you ask? More than you think. The sheer complexity of the many-to-many relationships in B2B means that many CX programmes risk getting bogged down before they even get started. Operational silos, tangled customer journeys and the challenges in proving ROI only exacerbate the issues. In this presentation, Claire Sporton, SVP CX Innovation at Confirmit will discuss how to break down B2B complexity, define a CX programme that will help identify at-risk accounts, and inspire every member of your team to make smarter decisions and take faster actions that will benefit the entire business portfolio.

Claire has specialised in customer feedback for well over 15 years. Claire has run programmes in the Financial Services sector, and more recently supported a wide range of organisations in the development and implementation of programmes that not only drive improvement in customer experience but deliver measurable business results. Claire’s passion is to ensure that Confirmit’s clients’ programmes help to build a truly customer centric culture, breaking down the silos and empowering individuals across the organisation to do the right thing for both their customers and the business as a whole.

12:0012:20

Fuelling Customer Experience: How Shell Puts Customers at the Centre of Everything They Do Mark Harrison, Ex-General Manager of Customer Excellence, Shell Imagine a business that serves 25 million consumers every day and 500k B2B customers and channel partners.

A business that has the world’s largest retail network across 50+ countries. A business that wasn’t regarded as being customer centric. For 5 years (through Nov/17), Mark Harrison led Customer Experience for Shell, having global accountability for the CX capabilities, technology, data and processes across the entire organisation.

Mark will share how Shell’s CX transformation focussed on 1) Developing a clear, compelling and focused vision + strategy, 2) Listening to the voice of the customer, 3) Better CX governance that cut across the business lines, 4) Prioritising across customer, operational and financial KPI, 5) Embedding customer centric design, and 6) Driving a Customer 1st culture. A transformation that delivered over 500m$ for Shell, moved NPS from 20 to 60+ and Employee Engagement to 90+%. Mark will share his unique insights into how this was achieved with practical examples and take-aways.

Proven ability in global business to deliver Change leadership, Customer experience, Leading diverse communities, Integrated customer operations, Value delivery and Agile technology. Keen endurance athlete undertaking a variety of long distance triathlon/ running/ cycling events for charity.

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TECHNOLOGY AND CUSTOMER ENGAGEMENT - PART ONE

Support software that walks the walk.

The best customer experiences are built with Zendesk.

HALL 2 12:2012:40

CONFERENCE PROGRAMME

Best Practice: Customer Experience, Digital Transformation & Calculating ROI Mark Grainger, VP Sales Europe, Engage Hub We’ve all heard the saying digital or die. Headlines serve as a constant reminder that technologies and consumers are evolving at an unprecedented rate, emphasising the sheer importance of keeping up in an everchanging, competitive environment. But when it comes to your business, how would you approach digitising your offering? With squeezed budgets and resources, digital transformation is never as straight forward as it seems. Yet, when undertaken successfully, companies can reap the rewards such as an enhanced customer experience and therefore an increased ROI. During this presentation, Mark Grainger will discuss how he’s collaborated with one of the world’s leading organisations as they embark on digitising departments by implementing the latest and most innovative technologies, as well as engaging the c-suite to manage buy-in.

Throughout, he will look at the results they’ve seen so far and the key takeaways for others who hope to forge their path to digital transformation.

Mark Grainger is Vice President of sales in Europe at Engage Hub, the global technology provider of mobile, data-driven customer engagement solutions. He has a successful career in the marketing services industry, having held key decisionmaking roles within marketing agencies for over 12 years. As such, he is a highly qualified marketer with a particular focus on digital marketing and customer relationship management solutions. At Engage Hub, he works with some of the world’s largest and most innovative companies such as Bank of Ireland, MBNA, KBC, and the AA, to deliver effective solutions that enable businesses to strengthen customer engagement and operational efficiency. With an academic background in both technology and management studies, Mark has a wealth of knowledge on the technical details involved in digital transformation and, more specifically, providing mobile, data-driven customer engagement solutions to customers across retail, telecoms and financial sectors. This wisdom, coupled with his in-depth understanding around the requirements of client brands and providing engaging customer experiences, expertly positions him to deliver on expectations and produce positive results.

12:4013:00

Tails.com Case Study: How we Turned Customer Support Into Part of Our Product Back in 2014 we set on an exciting mission to improve the lives of dogs and their owners, and our Customer Experience team has always been at the heart of it all. We built it as an extension of tails.com digital and physical product that has three main functions: support, research and improve. Our strength lies in non-traditional ways of working with the rest of the business, fresh team structure and freedom to make things happen. We help launching new features, own a strong feedback loop and are loved by our customers. I’ll share my experience and tips in building an empowered team that is a true driving force in shaping your product and customer experience.

With 10 years experience in customer focused roles, from large corporate teams to early stage startups, Orinta has been leading the Customer Experience Team at tails.com since its launch in 2014. Tails.com is on a mission to change the world of pet food for good by providing dogs across the country with food individually tailored to their unique nutritional needs.

Part of Future Fifty, they have a long list of awards in their arsenal, including: Silver for Team of the Year and Customer-Centric business at CXA. Customer Experience Team at tails.com is part of their unique product offering and at the very heart of the business.

Orinta has built the team from two people to an empowered part of the business with 20 Customer Experience Specialists coming from all walks of life. Their strengths lie in non-traditional ways of working with the rest of the business, fresh team structure and freedom to make things happen. Team help launching new features, own a strong feedback loop and are loved by their customers (reviews here).

Orinta’s set to offer a truly personalised service with a human touch and do it at scale. In 2018, she’ll be driving even more growth and focusing on effective service with automations and expert knowledge in dog nutrition.

13:0014:00

Lunch and Networking

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Orinta Gaucyte, Customer Experience Manager, tails.com

CONFERENCE PROGRAMME

HALL 2

CUSTOMER ENGAGEMENT TRANSFORMATION IN RETAIL AND LOGISTICS 14:0014:20

Do You Really Know That You’re Giving Customers What They Need?

John Upton, Former Managing Director, LEON In this age of big data, blockchain and other innovations, surely it’s never been easier to listen to customers, give them what they need and grow your business….? Not necessarily so, it would seem… A variety of factors are increasingly getting in the way including limited resources, lack of tech know-how and a widespread overreliance on headline metrics. And it’s not just access to resources and big data that get in the way of customers getting a better experience…. Many companies rely on their own approaches to deliver their customer experience. In a global marketplace, this creates a highly fragmented and diverse experience for customers.

Some companies get it right time after time – think Disney and John Lewis. But thousands of companies don’t get it right, and that causes millions of customers to vote with their feet (or mouse) and go elsewhere with their trade. And that’s bad for business. In John’s session, building on his time with McDonald’s, LEON and most recently working with smart tech teams, he’ll explore how the fusion of Artificial Intelligence, CX nowse and learnings from Harvard, can make a real difference to both customers and business performance. And that’s good for customers, and good for business.

With extensive experience of multi-site consumer-facing retail, franchise and commercial activities, John was part of the senior leadership team at LEON, the fast growing naturally fast food chain. In his role, John divided his time between restaurants and looking for ways for LEON to accelerate its mission – to make it easier for everybody to eat and live well.

Over the past 12 months, John led significant growth in LEON’s reach and scale through opening up new channels like delivery and entering into new UK & international partnerships.

HALL 2

Before LEON, John enjoyed a broad-ranging career spanning the past 20 years, starting out professional life as an M&A lawyer in the late 1990s. Having joined McDonald’s UK in 2002 as an in-house counsel, John decided to change his career path completely so that he could get closer to customers and the restaurant teams. He began a new life in operations as a crew member in a London Drive Thru and then moved through a variety of operational, franchise and senior leadership roles. These roles included managing a region of company-owned restaurants which included P&L accountability for £100m annual sales and 3,000 crew & managers. In his last role at McDonald’s, as a Senior Director, John led the development and implementation of the major people change programme (for 100,000 employees) to support the role out of the new Experience of the Future restaurants across the UK. John is a passionate developer of people and strongly believes in the value that humility, training and positive role modelling can make to an organisation. John’s first ever job, in his school holidays, was a gardener and grave digger.

14:2014:40

Customer Experience Transformation on a Truly Global Scale Arkin Salih, Consulting Director, NKD Like many industries today, the global freight forwarding marketplace has been impacted by the continual erosion of margins due to customers increased expectations and their access to new market entrants able to deliver traditional products and services at reduced prices.

Faced with this threat to their future, DHL Global Forwarding (DGF) embarked on a journey of radical service transformation spanning 150 countries and 850 branches. In this case study, NKD describe the journey they supported DGF along and detail some of the specific ingredients they applied to make the transformation an ongoing reality.

Arkin is a Consulting Director at NKD. He has 20 years of experience working in retail, hospitality and talent development.

During his time at NKD he has helped transform the customer experience for brands such as Tesco, DHL Global Freight Forwarding and The Accor Hotel Group. He was previously Head of Learning & Development at Harvey Nichols group, and Learning & Development Manager at Harrods, where he was responsible for sales and service training and developed the U.K.’s first BA (Hons.) Degree in Sales exclusively for the luxury retailer.

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HALL 2 14:4015:00

CONFERENCE PROGRAMME

Oliver Bonas Case Study: Cool Head, Warm Heart Sarah Davies, Customer Service Manager, Oliver Bonas I’ll be very focused on how we approach customer service, looking at how we maintain the human element, treating each customer as unique and how we assess that and carry that through every interaction. I’ll touch on our reply times and how we manage these at busy times and peaks. I’ll look at how we keep the team motivated and encourage proactivity. And finish with a little about where we see the team moving to in the next few years.

As Customer Service Manager for Oliver Bonas, I have led the Customer Service team through exciting changes and rapid growth in the last couple of years. Before joining Oliver Bonas, I led teams providing great service in a variety of industries across private, government and charity sectors. I never stop asking questions of myself, the industry, suppliers and the teams I work with in every situation, which helps us to keep evolving to fix the problems and answer the questions we receive every day.

15:0015:20

DIGITAL CUSTOMER ENGAGEMENT TRANSFORMATION Linguistic Modelling – A Universally Applicable Tool to Improve Engagement Toby Poulsom, ex Digitalisation Manager, Hager

Linguistic modeling won’t replace what you’re already doing – but it can refine your communication process and definitely complements existing and emerging technologies. Language is a universal tool, so simple linguistic models can be implemented conversationally by anyone.

Toby started his career as a scientist but it wasn’t long before his passion for people (and the promise of a better salary) pulled him into the more engaging world of sales. He quickly established himself as a consistent top biller before starting his own consultancy and using the freedom that offered to diversify his skill set into the realm of linguistic and behavioural analysis. Over the last 12 years Toby has coached, trained and consulted for a diverse range of blue chip, SME and start-up organisations. His focus is on using the correlations between language, thinking and behaviour to develop very simple models business leaders can immediately use to enhance team performance and leverage superior engagement with customers.

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HALL 2

Experienced sales and marketing professionals will offer valuable insights into influencing customers and new technologies are clearly changing the way we communicate. But if you want to engage customers – to hold their attention as their lives get busier and busier – only one person can really reveal how and that’s the customer themselves. In this presentation, Toby will demonstrate (with audience participation) how, using simple linguistic models, you can elegantly – and even covertly – elicit the what and the how of effective communication with your customers. The information gathered gives you a platform to structure communications that better fit your customer segments. He will offer numerous examples of how linguistic modeling has been used to quickly fix engagement performance issues.

CONFERENCE PROGRAMME

15:2015:40

HALL 2

Becoming Customer Centric With Digital Solutions Ross Lane, Head of Digital Contact Centre Solution & Depesh Nathwani, Director of Digital Services & Business Development, DOTS In an age where a plethora of digital technologies are transforming the world around us, it’s easy to get swept away with all the hype and buzzwords. But despite all these exciting developments, the core business challenge remains the same – how can you better serve your customers’ needs with a great brand experience, in a quicker and more quantifiable way?

“Pesh” and Ross will challenge some of the biggest misconceptions out there and provide thought-provoking insight into how best to channel the right solutions for your customers.

A highly experienced manager with a successful track record of working in digital solutions, deployments, transformation and digital optimisation strategy. I have a proven work history of working within new projects and initiatives as an operational lead, in a client services role or as a contributor to the business development opportunities. I enjoy working in a fast paced environment and utilising my analytical, strategic and interpersonal skills to effect the growth and success of the business and individuals involved. My communication skills are excellent in all forms and I am able to interact, and influence on all levels with internal and external stakeholders.

HALL 2

A self- motivated, results driven individual with a track record in Sales, Operational, Project and Service management experience across a global environment. ITIL v3 accredited with proven project and service delivery of on shore and offshore projects, on time and against budget. Possessing a high standard of written and oral communication, numerate and detail conscious with the ability to analyse and draw conclusion from a variety of numerical/ business data. Capable of using own initiative whilst working alone or as part of a team and also whilst managing others. Good strategic appreciation and vision with a logical and methodical approach to achieving objectives. Self-sufficient with a get up and go attitude, always seeking to learn and grow. With good time management, works well under pressure and to tight deadlines and has the ability to influence & motivate others. Confident and assertive with excellent interpersonal skills and a strong background in relationship building. Adaptable and enthusiastic with a strong focus on customer service.

15:4016:00

How to Get Your Whole Organisation Behind Delivering Great Experiences Richard Spencer, Director, Promoderation A great experience is so much more than a supporter care programme, a newsletter, or a supporter journey. It’s about the entirety of every interaction a supporter has with a charity. And, crucially, it’s about how this makes your supporters feel about you. Richard will present the findings of research from the commercial and charity sectors about what makes a great experience and examples of how charities are putting these lessons into place to inspire their supporters. They will also show that creating great experiences starts with having the right goals and setting the right KPIs before sharing the results of a major new research project that measured the experience across many UK charities.

Richard Spencer has been the Director of Promoderation for nearly 4 years. Our role at Promoderation is to help open-minded and progressive organisations ‘do more, with less’ by transforming their approach and putting the supporter at the heart – as opposed to focusing solely on the money or the management. Charities, public sector and social enterprises must deliver more impact and public benefit with fewer resources and increasing demand.

Under these conditions, the familiarity and security of reporting tangible financial outcomes to managers is a seductive and reassuring habit. This really must change. We have 20 years of experience developing and delivering practical approaches and techniques to make the shift and put the supporter at the heart.

16:0016:30

34

Coffee and Networking

HALL 2

CONFERENCE PROGRAMME

TECHNOLOGY AND CUSTOMER ENGAGEMENT - PART TWO 16:3016:50

News UK Case Study: How we use Customer Behaviour & Data Science in Marketing to Increase Retention to Record Rates Peter Evia-Rhodes, Head of Engagement, Operations and Retention, News UK With 90% of the world’s data coming in the last 2 years, the challenge is how to make sense of it & use it effectively. Over recent years, we at The Times & The Sunday Times, aided by data science and machine learning, have revolutionised our customer engagement. Building an award winning lifecycle which operates at an individual level for over 450,000 subscribers. Pete will share the changes his organisation has made, their impact, and lessons learnt along the way.

I pride myself on bringing together a customer centric approach, with a rounded skill set and strong stakeholder management to deliver innovative solutions. I am an Accredited Six Sigma Green Belt, a competent Spanish speaker and a London Business Angel, support several start ups & high potential young professionals.

16:5017:10

Stop Thinking Channels and Start Thinking Journeys Wil Lynch, VP Business Value Consultancy, Thunderhead Customers don’t think in channels, businesses do. Yet many continue to focus on optimising specific channels, falling short of expectations because they focus on the needs of the brand, not the needs of the customer. Only by thinking beyond channels and using actionable journey insight can you start to truly engage with your customers and build stronger customer relationships that last a lifetime. Join Thunderhead as we uncover why current approaches are falling short and explore the concept of intent-driven customer journeys with some examples of how a few forward-thinking brands have figured it out.

17:1017:30

Whirlpool Case Study: The Role of CX in a Traditional Manufacturing Industry Liam Page, Head of Marketing (Service), Whirlpool As a traditional appliance manufacturer, Whirlpool’s initial customer experience efforts have focused on the finished product and supporting distributors (retailers) with good content and a consistent brand experience instore, whilst the value in aftermarket offering had largely been overlooked. A recent 18 month CX improvement programme at Whirlpool’s Consumer Service division has demonstrated real business and customer value, with results exceeding expectations. The primary objective wasn’t to differentiate ourselves from the competition (at this stage), but to drive operational efficiency in order to provide a better service, improve CSAT/NPS and build loyalty (retention) as a driver of commercial value.

Entrepreneurial and customer focussed leader with over 15 years experience in digital, ecommerce, business development, digital strategy & customer experience. Commercially minded with proven ability to drive growth across venture backed startups, SMEs and large organisations – brands include BT, Waitrose, Electrolux and Hotpoint. Effective leadership skills and a track record of setting digital strategy and direction; finding solutions to drive marketing, CRM, self-service, brand and commercial goals. Full marketing budget responsibility, conducting analysis to measure online activities and return on investment.

17:30

Drinks and Networking Party

35

HALL 2

Wil Lynch is VP, Business Value Consulting at Thunderhead where he leads the team responsible for client strategy, support and service. With over 15 years of online experience, he has led international marketing teams charged with driving customer acquisition and retention and headed product development teams focused on customer centric experiences. Wil engages closely with brands across many verticals helping them digitally transform their businesses to achieve greater customer acquisition, satisfaction and retention though the power of customer engagement.

Drive - Engagge - Enhance Power to the t people Capita plc Capita manages over 10 00m customer conversations every year for Clients likke O2, Npower, John Lewis, FSCS and the BBC. Capiita transforms customer engagement to deliver market leading client product and services sales satisfaction, increased p while simultaneously driving down operational costs. With over 40 yeaars experience of customer management we are ranked No1 in the UK and have received 17 awards in th he last 4 years alone.

Presentation by Moritz Dinger 12th Jullyy 2018, 114:20

Power to the people: the t challenging evolution of customerr engagement Customer management strattegy is currently embroiled in one of the mostt signiďŹ cant shifts of the last 30 to 40 years, which h is creating substantial challenges for businesses. Traaditionally, engagement between businesses and custtomers has been very much a one-sided affair. To p put it simply, the rules of engagement were set by businesses, and customers were expected t d tto comply. l The Power now is with the Peeople and Moritz will hifting paradigm is outline the challenges this sh presenting for organisations aand give an insight into mselves organisationally how businesses can get them ready to embrace these new relationships

INFRASTRUCTURE VIEW

Digitally Ready

Examine state st and unde derstand thee sstatus quo

Increased complexity of change

TTRANSACTION V VIEW

Digital Prag gmatism

BUSINESS UNIT VIEW

Service Redesign

Redesign gn services es based on user need Releasse resourcess by automati ating and impr provingg user experien i nce

ORGANISA ATTIONAL VIEW

Future Model Re-imagine yourr organisa isation with h a digital mindset

nt eme anag m d an Dem ration e gene Incom Productivity Improved user experience Commercial Optimisation

FOCUS GROUPS

BOOK YOUR PLACE: If you haven’t already booked your place, please contact an EBM member of staff or arrive in plenty of time before the session starts. All places are on a first come first served basis and we advise you to book early as places are very limited.

JOIN IN ON THE DISCUSSION!

SESSION TIME: 14.00 – 15.00 Artificial Intelligence Powered Chatbots: The Future Of Customer Service Earlier this year, Google CEO Sundar Pichai stated that “AI is one of the most important things humanity is working on.” Today, Content Guru continues the discussion, seeking to answer one of the most contentious questions in the contact centre industry: How will Artificial Intelligence (AI) shape the future of customer service? Delegates will explore a range of topics, from AI in the popular imagination, through to the rise in chatbots and workforce implications. For more information, please speak to a member of the Content Guru team on stand 17.

Chris Barbour, Business Development Manager, Content Guru Chris Barbour is a Business Development Manager at Content Guru, a world-leading provider of cloud communications services. Responsible for managing the accounts of several global organisations, Chris is invested in driving growth across Asia-Pac and the US. With a background in Geology and a Master’s in Reservoir Engineering from the University of Aberdeen, Chris is now an expert in customer lifecycle management, facilitating mission-critical customer services for blue-chip organisations. His passion is founded upon the impact of disruptive technologies such as AI and the IoT on the evolution of the contact centre industry.

POWERED BY:

When you look at organisational strategy today, all we hear about is getting technology to do the work – AI, Big Data, all of those brilliant things that in the future are going to help with channel shift and personalisation. But we need to be wary of leaving behind the people element. We are always going to require people to deliver customer service. In the new world, every touch point a customer has with an organisation, across whatever channel, is an opportunity to add value and to do good for the customer. It’s having the right people with the right skills and mindsets. Today it’s about answering problems across a huge range of different channels. Wind forward to tomorrow and we’re coming to terms with the fact that the workforce is evolving (it’s not just millennials) and the human beings we are dealing with are very complex!

Sally Earnshaw, Managing Director, Blue Sky Performance Improvement With a 20 year track record working in senior positions, Sally has developed and executed sales and service transformation programmes in a wide range of operational environments. This lends a depth of understanding to all sorts of client situations with resultant gravitas to the messages she shares. She has recently published her first book. Crack the Code: Upgrade Your Customer Experience, One Conversation at a Time about the human code, called conversation, that’s undergoing a revolution thanks to cutting-edge research in neuroscience. But because it’s a people, rather than a tech, thing it’s being neglected by all but the super-smart few.

POWERED BY:

37

FOCUS GROUPS

People Power

Multi award winners in customer experience We offer a radically common sense approach to people development. Based on the latest WGMIRXM½G VIWIEVGL ERH ]IEVW´ SJ HIPMZIVMRK PIEHIVWLMT QEREKIQIRX WEPIW ERH WIVZMGI TVSKVEQQIW XS GVIEXI GYWXSQIV IRKEKIQIRX [I HIPMZIV ER EZIVEKI 63- SJ

There are four things we would like you to know about us... ;I GLERKI behaviour

We make PIEVRMRK WXMGO

;I KIX results

...and we win awards

Want to be no. 1 for customer experience?

We’d love to help.

Give us a call on 01483 739400 Email us at hello@blue-sky.co.uk www.blue-sky.co.uk

FEATURE

Loyalty deciphered – HOW EMOTIONS DRIVE CUSTOMER ENGAGEMENT Gagandeep Gadri, Vice President and Head of Capgemini Consulting’s UK Customer Experience and Analytics practice, discusses the findings of its global research report ‘Loyalty deciphered – how emotions drive customer engagement’, exploring what loyalty means today, how emotions drive loyalty and what organisations can do to build closer emotional connections with customers

What does loyalty even mean?

In a personal life you probably think friends, families, communities and loved ones? Do you think the same when you think of loyalty in the lens of an organisation? Or does loyalty in the context of organisation mean programme, scheme, cards and points? One feels like it is centred around people and the other one doesn’t.

Correlation coefficients of emotions with loyalty 0.76

0.74 0.72

0.69

0.69

0.68

0.67

0.66

0.60 0.57

Surprise

Compassion

Joy

Gratitude

Security

Belonging

Trust

Familiarity

Many of today’s loyalty programmes attempt to buy consumer loyalty through monetary rewards. The consumer might receive discounts or vouchers, and in return, organisations expect them to spend more or give up their data. Many organisations run these sorts of programmes and achieve what looks like loyalty, at least on the surface.

Integrity

Brands spend billions on loyalty programmes but fail to increase customer engagement; indeed, our previous research showed that 90% of consumers have a negative perception of loyalty programmes.

In addition, over half (54%) of loyalty memberships have fallen inactive and over a quarter of consumers (28%) abandon loyalty schemes without redeeming any points.

Honesty

Current loyalty approaches are broken

What does loyalty even mean?

In a personal life you probably think friends, families, communities and loved ones? Do you think the same when you think of loyalty in the lens of an organisation? Or does loyalty in the context of organisation mean programme, scheme, cards and points? One feels like it is centred around people and the other one doesn’t.

Current loyalty approaches are broken Brands spend billions on loyalty programmes but fail to increase customer engagement; indeed, our previous research showed that 90% of consumers have a negative perception of loyalty programmes.

In addition, over half (54%) of loyalty memberships have fallen inactive and over a quarter of consumers (28%) abandon loyalty schemes without redeeming any points.

FEATURE

Many of today’s loyalty programmes attempt to buy consumer loyalty through monetary rewards. The consumer might receive discounts or vouchers, and in return, organisations expect them to spend more or give up their data. Many organisations run these sorts of programmes and achieve what looks like loyalty, at least on the surface.

But what does it really mean for a consumer to be loyal to a brand?

To uncover the true drivers of loyalty, we undertook a worldwide, cross sector research programme. We broadened our perspective – exploring beyond the mechanical and rational drivers associated with conventional loyalty programmes. We explored loyalty from an emotional perspective to identify the drivers that brands can harness to build meaningful loyalty with consumers.

We surveyed over 9,000 consumers and 500 executives, and we spoke to leading academics in the field.

We found that emotions play a far greater role in creating true loyalty than current approaches recognise. In the resulting ‘Loyalty Deciphered’ report and in this article, we: 1.

2.

3.

4.

Explore how emotions are the main driver of loyalty Understand who emotionally engaged consumers are and what motivates them Assess the size of the prize for organisations with emotionally engaged consumers Recommend strategies for how organisations can make better emotional connections with consumers

39

FEATURE

Honesty and trust have the greatest influence on loyalty

Italy comprises the largest proportion of consumers with high emotional engagement Percentage of consumers with high emotional engagement by country 65% 57%

56%

51%

47%

46%

44%

40% 33%

Italy

Brazil

USA

Spain

Germany Netherlands

UK

France

Sweden

Millennials comprises the largest proportion of consumers with high emotional engagement Percentage of consumers with high emotional engagement by age 58%

57% 46%

18-21

22.36

37-52

41%

40%

53-71

72+

Our research also reveals the specific emotions that have the most impact, by testing the correlation between emotions and loyalty. Honesty, trust, and integrity are the top three emotions. Surprise does not appear to be as influential on loyalty as the other emotions. Despite this, surprise is often the go-to emotion brands seek to evoke when trying to build a more loyal relationship and certainly it can be a successful tool in the right circumstance.

Our findings suggest that “surprise-and-delight” loyalty initiatives only have long-term influence on a small segment of consumers. In fact, consumers who prioritise “surprise” over all other emotions are more likely to be in the 53–71 age group, male, single, and live in urban locations. Straightforward, simple, honest, predictable loyalty initiatives appeal to a broader audience—with honesty, trust, and integrity being the major emotions influencing loyalty for most demographic segments.

Who are emotionally engaged consumers and what motivates them?

From our research, we identified a subset of consumers with high emotional engagement, as well as a subset of consumers with low emotional engagement to assess differences between the two groups. By understanding who emotionally engaged consumers are – and what they need – brands can better tailor their experiences. We found that emotionally engaged consumers are present across sectors. For example, 51% of consumers in financial services and 46% of consumers in retail can be described as emotionally engaged.

Our research also shows that emotionally engaged consumers: • • • • •

Expect two-way interaction Have higher expectations for brands Seek real-time and varied interaction opportunities Want differentiated shopping experiences Associate specific emotions with brand interactions

FEATURE

City dwellers and millennials lead the rise of the emotionally engaged Percentage of consumers who agree with the following statement

86%

54%

I expect a brand to reciprocate loyalty regardless of my participation in its loyalty programme

Consumers with high emotional engagement Consumers with low emotional engagement

40

The report identified a new sub-set of consumers, those with a high emotional connection to the brands they use or visit frequently. Females and males are equally represented in this group, but millennials (58%, aged 18-36) and consumers in urban locations (53%) comprise the largest proportion. From the countries surveyed, Italy (65%) and Brazil (57%) comprise of the most highly emotionally engaged consumers, followed by US (56%) and Spain (51%).

Emotionally engaged consumers expect twoway interaction The majority of emotionally engaged consumers (86%) expect a brand to show how it is loyal to them, regardless of participation in a “formal” loyalty programme. This expectation drops, but remains significant at 54%, even in consumers with lower levels of emotional engagement. The clear message here is that consumers expect loyalty to be more than just a programme.

FEATURE

Emotionally engaged consumers seek realtime and varied interaction opportunities Emotionally connected consumers expect a level of communication commensurate with the expectations they would have for a personal relationship—real-time access and flexibility. We found that nine in ten emotionally engaged consumers want real-time responses and speedy resolution compared to 65% of the less engaged. In addition, 83% of emotionally engaged consumers want multiple ways to interact with brands compared to 36% of the less engaged. And if they have a favourable interaction, there are positive results. We found that 83% of emotionally engaged consumers said their loyalty will increase following a positive interaction with aftersales support.

Percentage of consumers who agree with the following statements

90% 83%

79%

65% 46% 36%

Emotionally engaged consumers spend more Seventy percent of emotionally engaged consumers say they spend up to two times or more on brands they are loyal to. In contrast, slightly less than half (49%) of consumers with low emotional engagement say the same. This data suggests that cultivating emotional connections with consumers could result in a significant lift in basket or transaction size. Augmenting loyalty initiatives with tactics that foster emotional connection to the brand (both within and beyond the loyalty programme itself) will generate additional lift and/or help retain the most valuable consumers.

The road ahead - how can organisations make better emotional connections with consumers?

As this research demonstrates, consumers’ emotions play a critical role in determining which brands they are loyal to. As Colin Shaw, recognised by LinkedIn as one of the top 150 business influencers and an expert on customer experience, says:

“Most organisations think customers are rational and only make a decision based on product, but actually there is much more at play.

The emotional side absolutely has greater influence on loyalty than the rational side. Only in recent years are organisations starting to recognise this. However, too many are still stuck in the past.”

I want real-time responses and speedy resolutions

I want multiple ways to interact with the brand to fulfill my requirements

I expect a differentiated shopping experience compared to someone who is not loyal when contacting customer service

Percentage of consumers who spend up to two times or more on brands they are loyal to

70%

Consumers with high emotional engagement

49%

Consumers with low emotional engagement

At Capgemini we have developed a methodology called Origamo – Progressive Human Loyalty. It starts with defining customer strategies and propositions ensuring the rational drivers – price, offer, time, location and service align to the overall brand strategy and to customers holistic needs and wants.

That is then overlaid with the emotional drivers – we call these the 4Rs, the key value drivers from the research: 1. Respect: Do what you say you will do to promote honesty, trust, and integrity 2. Recognition: Make the effort to truly know your consumers and understand what they care about to create meaningful experiences for them 3. Reciprocate: Build a two-way relationship 4. Reward: Provide timely, meaningful rewards that promote long-term relationships in exchange for loyalty The linking of rational and emotional drivers allows for engaging experiences across the journey by connecting the insights and becoming more relevant with each interaction. Building the capability which allows you to interact with your customers as individuals regardless of who they are and what they want, maturing to predicting what they will need before even they do, will set your organisation up for success.

FEATURE

Organisations need a balanced approach of rational and emotional factors to drive customer engagement and loyalty with the emotionally engaged and to win the hearts and minds of the less engaged.

Conclusion As competition continues to increase and choice proliferates, brands need to ensure they know their consumers at a more “human level” in order to foster lasting connections. They need to create a contextual view of the consumer and their journeys with their brand to understand their evolving needs and desires.

Brands must then design and execute compelling and engaging experiences that matter, where loyalty is the strategic outcome. Doing this will help brands to shift a significant portion of their consumer base from having a transactional relationship to one where meaningful experiences ultimately drive emotional engagement and secure sustainable long-term loyalty.

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CUSTOMER ENGAGEMENT SUMMIT 2018 MON 12 & TUE 13 NOVEMBER 2018 WESTMINSTER PARK PLAZA, LONDON

“THE DAY NEVER LOST MOMENTUM AND I WAS TRULY INSPIRED – I’LL DEFINITELY BE BACK NEXT YEAR” CX DIRECTOR, MARKS & SPENCER

CustomerEngagementSummit.com

EUROPE'S BIGGEST CUSTOMER AND EMPLOYEE ENGAGEMENT EVENT

More than 1000 delegates – a new record – attended Engage Business Media’s sixth annual Customer Engagement Summit in 2017, now firmly established as Europe’s premier and most highly regarded customer and employee engagement conference.

The event has grown once again, now taking place over 2 days on November 12 & 13, 2018, and now in its seventh year – it’s definitely one for your diary!

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SPONSORS

PLATINUM Confirmit enables organisations to develop and implement Voice of the Customer, Employee Engagement and Market Research programmes that deliver insight and drive business change. Confirmit’s clients create multi-channel, multi-lingual feedback and research programmes that engage customers, empower employees, deliver a compelling respondent experience, and provide high Return on Investment.

Confirmit’s customer engagement model provides the power to listen to the Voice of the Customer, integrate it with financial, operational and free-form text data to generate powerful insight, and take action that will deliver effective business change and create competitive advantage.

Contact: T: +44 (0)20 3053 9333 W: www.confirmit.com

Concentrix, a wholly-owned subsidiary of SYNNEX Corporation (NYSE: SNX), is a leading business services company. We focus on customer engagement and improving business outcomes for over 450 global clients across many continents.

Our 100,000+ staff deliver technology-infused, omni-channel customer experience management, marketing optimization, digital, consulting, analytics and back office solutions in 40+ languages from 125+ delivery centers. We serve automotive; banking and financial services; insurance; healthcare; technology; consumer electronics; media and communications; retail and e-commerce; travel and transportation; and energy and public sector clients.

Contact: Tarun Arora E: tarun.arora@concentrix.com W: www.concentrix.com

Content Guru is a leading cloud contact centre and customer engagement provider operating across Europe, Asia-Pac and the US. The company’s multi-award-winning customer engagement platform, storm®, is used by hundreds of organisations, from finance through travel to utilities, customers including G4S and Serco. storm combines unrivalled scalability, fully-blended, omni-channel contact processing (including SMS, web chat and social media) with integration to hundreds of thirdparty platforms. Customers can engage at any time, from any place and on any channel, with a consistent experience. storm’s modular architecture enables organisations to ‘unlock’ new capabilities, supporting phased migration to the cloud and evergreen technology.

Contact: Henry Finbow, Business Development Manager T: 01344 852 350 E: HGF@contentguru.com W: www.contentguru.com

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PLATINUM

SPONSORS

Engage Hub’s mission is to ensure businesses treat customers as individuals. Its advanced cross-channel customer engagement platform enables organisations to harness insights previously hidden in data stored across disparate legacy systems, empowering the world’s leading companies to deliver intelligently targeted, interactive digital experiences to their customer base.

Contact: W: www.theengagehub.com

We believe that employee engagement is as vital to company performance as external customer engagement.

Over the last 12 years our solutions have impacted the performance of close to 1 million people across 220 countries.

We specialise in helping you identify and solve your unique people challenges. Our success is built on delivering practical and engaging people solutions that make a difference to the bottom line. Our solutions work because they are grounded in rigorous science using proven methodologies. Vitally, we wrap them up with an engaging communications story that inspires behaviour change and ensures the results we deliver really stick.

Contact: Nab Kalsi, Business Development Director T: +44 (0) 203 4700 230 M: +44 (0) 7768 045 609 E: nab@nkd.co.uk W: www.nkd.co.uk

We believe there is a more innovative way for people to find good help. Transversal is the pioneer in cognitive knowledge solutions and we are changing the way businesses connect people with knowledge. Our passion is to transform the way people find, consume and share what they know.

Transversal’s products connect people with the knowledge they need to make a difference with their customers, across every channel and through every interaction.

Empowering the customer journey with knowledge ensures you are delivering those exceptional experiences and unforgettable customer service that make you stand out from the crowd.

Contact: T: +44 1223 488700 W: www.transversal.com

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SPONSORS

PLATINUM Thunderhead is transforming customer engagement – empowering brands to understand each customer’s TRUE INTENT and continuously orchestrate individualised journeys for millions of customers across billions of touchpoints, seamlessly and in real time, driving topline growth, reducing cost-to-serve, and optimizing customer lifetime value.

Our ONE Engagement Hub is an intelligent cloud-based customer engagement layer that works with, and across, your existing systems. ONE enables brands to understand, visualise, and optimise the customer journey in real time. It listens to a customer’s activity across all channels and touchpoints, building a view of what they look for: discovering interest, context and behaviour as they browse. Helping you understand each customer’s true intent and orchestrate individual journeys for every customer, across every touchpoint in real-time.

Contact: Catherine Tyson E: conversations@thunderhead.com W: www.thunderhead.com

The best customer experiences are built with Zendesk. Zendesk’s powerful and flexible customer service and engagement platform scales to meet the needs of any business, from startups and small businesses to growth companies and enterprises.

Zendesk serves businesses across a multitude of industries, with more than 125,000 paid customer accounts offering service and support in more than 30 languages.

Headquartered in San Francisco, Zendesk operates worldwide with 15 offices in North America, Europe, Asia, Australia, and South America.

Contact: W: www.zendesk.co.uk/suite/

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GOLD

SPONSORS

Blue Sky are experts in people change to deliver improved business outcomes.

Typically, you’ll engage with Blue Sky: • If you want to deliver a customer experience transformation that gives sizeable shifts in NPS, retention, reduced effort, FCR, cost to serve or an uplift in sales.

• If you are trying to drive culture change – our leadership development programmes deliver uplift in employee engagement, a customer focused culture and reduce attrition.

• If you’re looking to drive sales performance improvement We create experiences that engage hearts and minds and that persuade, encourage, inspire and nudge people to want to behave differently in their role. We are hugely passionate about measuring successful outcomes as a result of a transformation and have rigidly tracked and measured the return on investment for every single client programme, so we can now categorically say, we will deliver an average ROI of around 300% plus.

Contact: T: 01483 739 400 W: www.blue-sky.co.uk

Capita manages over 100m customer conversations every year for Clients like O2, Npower, John Lewis, FSCS and the BBC. Capita transforms customer engagement to deliver market leading client satisfaction, increased product and services sales while simultaneously driving down operational costs. With over 40 years’ experience of customer management we are ranked No1 in the UK and have received 17 awards in the last 4 years alone Business Transformation We provide a relentless focus to transform our client’s businesses and make them more successful. We analyse, design and implement innovative digital technology solutions that look to optimise every part of your organisations. This can focus on a broad range of objectives from customer experience, operations, processes to technology, capabilities and people. But our team of specialists is not your typical consultancy practice, we work alongside you to solve your toughest problems and drive sustainable change. We’re not just thinkers, we’re doers, bridging the gap between creating a strategy and getting things done.

Contact: Moritz Dinger T: 01483 739 400 E: moritz.dinger@capita.co.uk W: www.capita.com/transformation

Ultracomms is a leading provider of cloud based omni-channel customer contact management solutions and PCI DSS level 1 certified secure card payment technology.

Our innovative omni-channel platform enables clients to drive contact centre performance by improving customer experience and productivity, reducing costs, and simplifying compliance processes. Simple to integrate with any telephony infrastructure, software or CRM system, our flexible, scalable and secure cloud platform provides a complete contact centre solution. Ultracomms’ PaySure portfolio of PCI DSS level 1 certified secure payment handling solutions enable organisations take card payments over the phone, removing any risk of card data fraud while ensuring a completely seamless experience for customers.

PaySure can be simply integrated with existing contact centre infrastructure and is so flexible it can be deployed in a variety of ways, either through Ultracomms’ secure cloud, hosted within the telephone network, through Skype for Business, or installed locally on a client’s own premises. This means that PaySure provides complete security for businesses of any size, removing the risk of card fraud for customers, and the potential impact of card data breaches for the organisation. Ultracomms will be partnering with client and digital contact centre DOTS (a new division of the MBA Group) at the Customer Engagement Transformation Conference. DOTS will be talking about how they help clients move their customer contact seamlessly across digital channels to maximise business efficiency in a presentation, “Becoming Customer Centric with Digital Solutions” at 1520-1540 in Hall 2.

Contact: E: sales@ultracomms.com T: +44 (0) 207 965 0207 W: www.ultracomms.com

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SPONSORS

BRONZE Bosch Service Solutions is a leading global supplier of Business Process Outsourcing for complex business processes and services. Using the latest technology and the Internet of Things, the business unit develops integrated and innovative service solutions in the areas of Customer Experience, Mobility and Monitoring. Our 8,600 associates across 27 locations deliver high quality customer services and with each interaction, they create a positive brand experience for your customers.

Contact: Jackie Chapman T: 01512 373 200 W: www.boschservicesolutions.com

CX Company automates the customer experience for the enterprise. Its solutions help clients reduce service costs, increase self-service and boost customer satisfaction by leveraging chatbots, virtual assistants and in-app engagement. DigitalCX, CX Companyâ&#x20AC;&#x2122;s customer experience platform, enables companies to manage Q&A, automate conversations, and proactively engage customers across all your digital channels and touchpoints. The platform can easily be integrated with your CRM and other third party applications like Facebook Messenger. This enables you to make every customer interaction personal and relevant. CX Company combines AI with easy to design business rules that help create value for both your business and your customers.

With DigitalCX, CX Company has over 10 years of experience in helping major corporations all over Europe with their digital customer experience transformation.

Contact: T: +44 7770 888688 / +44 7776 395578 W: www.cxcompany.com

Wizu is an AI chatbot for conversational surveys that increases response rates, improves customer experience and helps you gain more actionable insight.

We combine artiďŹ cial intelligence with customer experience metrics such as Net Promoter Score, Customer Effort Score or CSAT, to analyse responses in real time allowing you to route by sentiment, close the loop, and create truly personalized and engaging conversations.

Contact: Martin Powton E: martin@wizu.com W: www.wizu.com

The only independent awards process for great customer service based purely on customer compliments. We work with organisations across the world, helping them to engage with their customers in a positive way. We provide you with the tools to make it easy for your customers to tell you when you have delivered great service for them, and then to give positive recognition to the employees in your organisation that are delivering that great service.

Instead of focusing on what employees do wrong, let your customers tell you what they are doing right. It is motivational, it is inspirational, and it will encourage your employees to deliver customer service to a consistently high standard.

Contact: Derek Williams E: Derek@thewowawards.co.uk W: www.thewowawards.co.uk

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WE ARE

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BIG DA TA

I JUST NEED AN ANSWER...

Visit Stand 2 for on the spot solutions

Becoming Customer Centric with Digital Solutions Hall 2 15:20 - 15:40 In an age where technology is constantly transforming the world around us, it’s easy to get swept away with all the hype and buzzwords. But despite all these exciting developments, the core business challenge remains the same – how can you better serve your customers’ needs with a great brand experience, in a ¿Ë § À v® ­³À ¿Ëv®È ïv ¨ ÜvâƢ Ross and “Pesh” from DOTS will challenge some of the biggest perceptions out there and provide thought-provoking insight about how to channel the right solutions for your customers.

EBM GROUP EVENTS 20 SEP 2018

01

INTERNAL COMMUNICATIONS CONFERENCE THURSDAY 20TH SEPTEMBER 2018

FUTURE OF MARKETING CONFERENCE

20 SEP 2018

EVOLUTION OF WORK CONFERENCE THURSDAY 20TH SEPTEMBER 2018

12/13 NOV 2018

CUSTOMER ENGAGEMENT SUMMIT

OCT 2018

WEDNESDAY 1ST OCTOBER 2018

12

ENGAGE AWARDS 2018 MONDAY 12TH NOVEMBER 2018

28

ENGAGE FOCUS GROUPS

NOV 2018

NOV 2018

WEDNESDAY 28TH NOVEMBER 2018

13

FUTURE OF THE CONTACT CENTRE CONFERENCE

10

EMPLOYEE ENGAGEMENT SUMMIT 2019

26

CUSTOMER ROBOTICS AND AI CONFERENCE

FEB 2019

13 JUN 2019

WEDNESDAY 13TH FEBRUARY 2019

CX MARKETING SUMMIT 2019 THURSDAY 13TH JUNE 2019

www.ebm.media Live events proudly organised by Engage Business Media Ltd

MAY 2019

SEP 2019

MONDAY 12TH & TUESDAY 13TH NOVEMBER 2018

FRIDAY 10TH MAY 2019

THURSDAY 26TH SEPTEMBER 2019