Ovum CX Forum 2013 by Ovum Events

Ovum CX Forum 8 October | 11 Cavendish Square, London

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Welcome to the 3rd Annual Ovum CX Forum

Dear delegate, A very warm welcome to this yearâ&#x20AC;&#x2122;s Ovum CX Forum!

Today we are going to focus on the really big question: How do you remain relevant to your customers, year in and year out? Given the rapid change brought about by globalisation, rising customer expectations and the huge impact from mobile and social technologies, we all recognise that power has irreversibly shifted towards the customer, who now has greater choice, voice and is always connected. Today we hope to provide some answers, and we have a great agenda covering a variety of related subjects and technology areas that have a massive bearing on an organisationâ&#x20AC;&#x2122;s ability to remain persistently relevant to its customers. We start with an introduction to the kind of capabilities required to remain relevant and introduce you to the customer-adaptive enterprise, our short hand for such an organisation. We then look at the role of the CMO in creating and delivering a superior customer experience to keep customers wanting to reengage and come back. We will also explore some of the practical issues and challenges faced by our experienced array of panellists from such organisations as Honda and Vodafone and collaborative technologies and big data analytics that can help organisations gain not just insight but also foresight, to keep them on track. Finally we hope today provides you with thought provoking and practical ideas to help you on your journey to a more customer-adaptive future to ensure your organisations are always relevant to the customers you hope to serve. I look forward to talking to you over the course of the event. Kind regards, Jeremy Cox Principal Analyst, Software â&#x20AC;&#x201C; Enterprise Solutions Ovum Twitter: @JeremyCoxCRM

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Agenda 09.00 – 09.30

Registration and Coffee

09.30 – 09.35

Ovum Welcome Presenter: Richard Edwards, Principal Analyst Ovum

09.35 – 09.45

Speed Networking

09.45 – 10.15

Ovum Welcome and Keynote Presentation What it takes to keep customers coming back year in and year out. An introduction to the Customer-Adaptive Enterprise. • • •

How do you remain relevant to customers long term? Into to the CAE Current state of the market and recommendations

Presenter: Jeremy Cox, Principal Analyst CRM, Ovum 10.15 – 10.45

What is the role of the CMO in delivering CX? •

Has the CMO got the power and responsibility to deliver CX?

•

How to align the brand promise with CX

•

Ensuring brand integrity across multiple channels to market

Presenter: Gerry Brown, Senior Analyst, Connected Customer & Marketing Technology, Ovum 10.45 – 11.15

Industry leaders Panel Discussion – How do you keep customers coming back? • What are your greatest challenges in marketing, CX, innovation or collaboration? • How have you overcome them? • How do you build consensus within the leadership team on the best way to address these challenges? Moderator: Jeremy Cox, Principal Analyst CRM, Ovum Panellists: Valerie Howe, Head of Customer Experience & Retention, Pitney Bowes Dan Mines, Innovation Manager, Confused.com

11.15 – 11.45

Coffee and Networking

11.45 – 12.15

Presentation: Reaching out to customers through all channels to deliver a relevant customer experience •

The Relate story

•

What we learned about customer

•

Best practices – what has been learned

Presenter: Lin Griffiths, Relate 12.15 - 12.35

Presentation: Making collaboration work for continuous innovation •

The collaborative landscape provides fertile ground for continuous innovation

•

Creating an innovation culture

•

Case study successes in reaching out to the workforce, partners, customers and customer communities to fail fast an succeed sooner

Presenter: David Heneghen, Founder, CX Index

12.35 – 12:55

Presentation: Social CRM the real opportunity Presenter: Lily Emery, Director, Co-Founder, Matter

12:55 – 14.00

Lunch and Networking

14.00 – 14.30

Panel Discussion: What Will the Future Look Like for Sensing Capabilities? •

How will sensing capabilities evolve?

What are the emerging capabilities? Moderator: Maxine Holt, Practice Leader, Software – IT, Ovum Panellists: Phil Dix, Manager, Customer Operations, Honda Europe 14.30 – 15.00

Presentation: Gaining business impetus and customer value from Big data •

What role for the CIO?

•

CIO and CMO – unnatural bedfellows?

•

A good CIO plays Merlin to King Arthur

Presenter: Richard Edwards, Principal Analyst, Ovum 15.00 – 15.30

Panel Discussion: What does the customer experience look like for the employee? •

Organisation impact?

•

What will the employee see?

•

Advice and guidance on migrating to this better CX state?

Moderator: Richard Edwards, Principal Analyst, Ovum Panellists: Louise Fowler, Director – Brand and Customer Experience, The Co-Operative Bank Martin Dowson, Director (CX Strategy), Comotion Lily Emery, Director, Co-Founder, Matter 15.30 – 16.00

Coffee and Exhibition

16.00 – 16.45

Panel Discussion: Next Practices Around VOC and Customer Feedback Management •

How do you embed the voice of the customer into the organisation?

•

How has the organisation benefitted?

•

What were the biggest challenges you faced?

•

What would you do differently in hindsight?

Moderator: Jeremy Cox, Principal Analyst CRM, Ovum Panellists: Sabrina Lee, Customer Management and Commercial Development Lead, Vodafone Charlie Casey, Senior Customer Experience Performance Manager, Barclays Bank Peter Mann, Vice President of Sales – EMEA, Clarabridge 16.45

Ovum closing remarks Presenter: Jeremy Cox, Principal Analyst CRM, Ovum Download event presentations and network online with fellow attendees by logging in to the online networking tool: http://networking-cemforum.ovumevents.com

You should have received an e-mail with your username and password when you registered. Please ask a member of the event team if you have not received this information.

Speaker Biographies In alphabetical order

Gerry Brown Senior Analyst Ovum Gerry Brown evaluates the interaction of marketing technology and digital marketing with traditional offline marketing strategies. He analyzes marketing technology adoption for the marketing ecosystem of brand CMOs and CIOs, marketing agencies, and connected end customers. In particular, he is researching how marketing agencies are evolving to deliver digitally enabled marketing services and collaborative workflow solutions for their clients. Specific focus areas include marketing automation and programmatic advertising technologies, social and mobile marketing, voice of the customer and customer experience, marketing resource management, and customer data management. Brown is an experienced technology analyst and consultant with deep knowledge of the advertising technology space. He is also a marketing practitioner, having worked as a senior marketer within the technology industry. He is skilled in analyzing technology trends and forecasting market developments and in building customer-centric marketing strategies. Before this, Brown was an analyst for Bloor Research, specializing in analytics and performance management and latterly digital marketing and CRM. Brown was a lecturer for the Chartered Institute of Marketing on the post-graduate diploma, an MA-level qualification in strategic marketing. He is a Fellow of the Institute and has the DipM qualification. Previously, Brown was marketing director at Hyperion and Microstrategy and co-founded three research and consulting agencies serving and advising hi-tech companies. Brown has a BA in Business Studies from Sheffield Hallam University. Jeremy Cox Principal Analyst, Software â&#x20AC;&#x201C; Enterprise Solutions Ovum Jeremy Cox leads the research and insights into CRM and its potential for spearheading customer-driven business transformation at Ovum. With over fifteen yearsâ&#x20AC;&#x2122; CRM strategy development and implementation experience, on the inside and as a consultant, Cox is well placed to support enterprises on their nextgeneration CRM journey. Having joined Ovum in July 2012, Cox is seeking to establish a transformative agenda for CRM, away from the point solutions perspective of the past. He will focus on its transformational capabilities enabling enterprises to listen harder to customers and respond by delivering greater value and a superior customer experience. Before joining Ovum, Cox ran his own transformational CRM consultancy supporting enterprises in both the public and private sectors, with clients such as The Pensions Regulator, The North West Development Agency, HP, Microsoft, Carlson Wagonlit Traveller Services, Pitney Bowes, Honeywell, Eli Lilly and mid-market firms including Goldsmith Williams Solicitors, Camps Solicitors and Hurst & Co Accountants. Cox was also a principal consultant in CRM at KPMG Consulting, and held various CRM internal consulting roles at IBM during the transformation years of the 1990s. Cox co-authored MidMarket CR with Professor Francis Buttle FCIM and has spoken at various European conferences on CRM as a transformational business strategy enabled by IT. Phil Dix Manager, Customer Operations Honda UK Phil Dix has over thirteen years of experience within the outsourced arena in automotive contact centre, marketing, training and customer carelines, with particular focus on driving the experience, training, reporting, database structure (lead management) and CRM. Accomplished in automotive process, data analysis, budget controls and maximizing the customer experience. Motivated by positive change and driven by a determination to exceed customer expectations and personal aspirations. For Honda (UK) Dix and his team strive to deliver the best-in-class customer experience through frontline services, utilising off shore contact centres, back office claims and investigation department, and network customer satisfaction programmes for Honda cars, bikes, lawn & garden, marine and energy products. With a diverse range of products comes a diverse and engaging customer demographic, which with its everchanging expectations of customer experience is the continued challenge for the Honda (UK) customer team.

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Martin Dowson Director (CX Strategy) Comotion "For those who think business exists to make a profit, I suggest they think again. Business makes a profit to exist. Surely it must exist for some higher, nobler purpose than that." Ray Anderson, founder of Interface. Martin has been on a mission to put the customer at the heart of business since leaving university. He started his career at Accenture where he joined a gaggle of UX and Usability gurus helping leading brands navigate the dot-com era designing award winning online experiences. He quickly extended this to work on taking those experiences "multichannel". The barriers to true success in creating these experiences led him to a pivotal 'gig' working for the Board of Virgin Media re-organising the whole company around a vision to be customer-centric. This validated his belief that it is a fundamentally different type of organisation that truly has the customer at its heart. He also realised that it's a different type of 'consultant' that can help you get there. After 8 years as a CX Strategy Coach for hire, working with many of the UK's top brands, Martin founded Comotion, with Rob and Paul, to truly practice what he believes. Martin has worked with Accenture, Argos, Barclays Bank, BT, Centrica, Clydesdale Bank, Engine Group, GCap Media, HSBC, IBM, Infineon, Procter & Gamble, Sainsbury's, Santander, Singapore Airlines, Tesco Bank, Virgin Media, Virgin Wines Richard Edwards Principal Analyst Ovum Richard Edwards established his reputation as a research analyst in 2003 and is now a principal analyst at Ovum. The “knowledge worker” remains the primary focus of Richard’s research stream, and his knowledge and expertise in the areas of enterprise collaboration, knowledge management, social business and the consumerization of corporate IT have helped Ovum’s clients in industry and commerce to reap the business benefits of an ever-changing IT landscape. Richard has over 25 years’ experience in the IT industry across a range of industry sectors, including pharma, finance, and engineering. Richard has been a major contributor to a number of in-depth Ovum reports covering a range of strategic topics: collaboration, knowledge management, enterprise content management, unified communications, Enterprise 2.0, information security, information management, and business intelligence. He has produced a broad corpus of detailed research covering a range of vendor offerings, and he has also written numerous business articles relating to his area of expertise. Richard is a regular speaker at Ovum and industry events and regularly leads many of the company’s prestigious Master Classes. The media and news organizations regularly contact Richard for his insightful opinion.Prior to becoming an analyst, Richard was a technology management consultant with Capgemini. This role involved advising multinational clients on a range of matters relating to enterprise content management and knowledge worker strategy; it also involved the design, delivery and implementation of a wide range of content-oriented communication and collaboration solutions. Richard’s deep understanding of corporate ICT issues were developed while working as a technical consultant for the IT services division of a large international manufacturing company. Lily Emery Director & Co-Founder Matter Technology Ltd

Lily is co-founder at tech start-up Matter Technology. Matter provide social CRM solutions for global brands, helping them better understand and harness the power of social to improve customer focused business practice. At Matter Lily is responsible for client leadership, guiding clients through the social data maze to make the most of their social audiences to reach business objectives. Prior to founding Matter, Lily’s experience spans; Client Service Director, Technical Delivery Director and Managing Consultant positions at Nudge Social Media and Syncapse Corp. and leading social strategy for organisations including: PepsiCo, BlackBerry, Reckitt Benckiser, Unilever, Vodafone and many other household names. Having worked in digital media strategy for ten years, specialising in social for the last six, Lily has supported her clients in embracing the ever-evolving challenges and opportunities that social data provides.

Louise Fowler Former Director of Brand and Customer Experience The Co-Operative Bank After a twenty-five year career successfully developing compelling customer propositions and client experiences for blue-chip service companies, Louise Fowler’s most recent role was at the Co-Operative bank as director of brand and customer experience. Following this she founded Davenport, a specialised consultancy focussing in this area. Fowler worked for many years in the travel and tourism sector at home and abroad, and led British Airways’ brand management and international marketing functions when that airline was renowned for its service in the 1990s. Fowler moved into financial services in 2003 as marketing director for Barclays SME bank. In this industry she has specialised in helping consumer businesses improve their offer and customer-centricity. She led the customer experience through the merger of the Britannia Building Society with the Bristol and West and more recently with the Co-operative Bank. As Marketing Director for the Co-operative Banking Group, Fowler led the introduction of a new relationship strategy for bank customers and worked closely with the newly formed Conduct Authority, leading the marketing for Co-op’s three financial services arms: Co-operative Bank, Co-operative Insurance and its recently sold Life Company. She left the Cooperative Group to establish Davenport Customer Strategies in June 2013. Lin Griffiths Digital Services Practice Development Manager Relate I select, train, clinically supervise and quality assure the service delivery for Relate Response. Relate Response provides access channels to Relate Services by telephone and online. David Heneghan Founder CX Index I founded the company in June 2011, and lead the company’s strategic vision of building an information company that will use emerging technology, data analysis and networks to bring more efficient decision making capabilities to key decision makers in business. My role is to sell our product; this means I need to drive the idea of collaboration and insight networks forward. Our company has people from a range of disciplines including software development and data analysts, I need to coordinate efforts between these different skill sets, and feed what our customers are saying into them to keep improving our product. I was responsible for developing a platform that enables the use of networks to improve the process of measuring and managing customer experience, this is a fresh and innovative approach and it came from an idea I had about 10 years back. I spent part of my career as a trader in Credit Suisse, so I am coming at this from a slightly different perspective. Traders use tools such as Bloomberg to make decisions on where to invest money, largely to bet on performance of the economy or businesses, but people in business don’t really have access to tools that are as sophisticated - a lot of the inspiration behind what is happening at CX Index comes from using such tools. I had previously contributed quite a bit on forums such as customerthink.com, but I focus my time on trying to sell our product and manage customer relationships. I have a Masters in Strategic Management and Planning from UCD Graduate School of business, a Degree in Commerce, where I specialised in Marketing. Currently we sell largely into readymade networks, for example through trade associations, channel partners, and even into city councils. We also sell into multi-unit businesses, as these are networks too. There is one common thread, we are trying to push forward the network / collaborative approach to managing and gathering insight, as we feel this approach brings significantly synergies to the end user.

Maxine Holt Manager, Software & Practice Leader, Enterprise Solutions Ovum Maxine is the Ovum Software Manager, tasked with ensuring that quality software research is planned and delivered on a regular basis to the Ovum subscriber base. She also leads the enterprise solutions team, covering topics including enterprise applications, business process management and integration. Since joining Butler Group (now Ovum) in 2000 as a senior analyst covering topics including outsourcing, managed services and security, Holt has gradually moved into a research management and practice leader role which now takes up the majority of her time. She does, however, continue to research and write on the topic of enterprise applications and also continues to host Ovum events with her analyst colleagues. Before joining Ovum, Holt gained over fourteen yearsâ&#x20AC;&#x2122; experience in the IT industry, employed by end users and solution providers, working in a number of roles from analyst/programmer to consultant, in the financial services and internet sectors. Valerie Howe Head of Customer Experience & Retention Pitney Bowes Valerie Howe leads Customer Experience across Europe for Pitney Bowes, a global provider of technology solutions that help small, mid-size and large firms connect with customers to build loyalty and grow revenue. Customer Experience is a key priority for Pitney Bowes, and Valerie and her team lead the Voice of Customer programme in Europe, ensuring that all areas of the business understand and incorporate customer feedback into their processes and practices. Valerie has led many customer experience change management programmes over the years with a clear focus on improving customer service and experience at every stage in the customer journey. Valerie is a highly experienced marketer with over 15 years of experience working in a variety of organisations, and has an MA in Strategic Marketing Management from Kingston. Peter Mann Vice President of Sales EMEA Clarabridge As Vice President of Sales EMEA at Clarabridge, Peter Mann is responsible for delivering Clarabridge top line growth numbers across the EMEA region for the company. Peter brings with him more than 10 years of expertise in International technology sales development for new or emerging markets. Peter oversees and drives strategic sales growth and major vertical account development for Clarabridgeâ&#x20AC;&#x2122;s customer and prospects across the EMEA region. Peter has a sustained record of achievement in working with progressive organizations with the aim of building out dynamic, successful and enterprise-wide customer experience programs.

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