CONFERENCE DAY TWO
8:30 am - 9:30 am REGISTRATION AND WELCOME COFFEE
9:30 am - 9:45 am DAY TWO OPENING REMARKS
9:45 am - 10:15 am DESIGNING FOR OMNICHANNEL IN THE 5G WORLD
It appears the market is ready to embrace 5G. According to Deloitte’s 2018 Global Mobile Consumer Survey (US edition), 60% of respondents indicated that 5G is now “important” to them. Among those who use their smartphones to watch video content weekly, that interest level rises above 80%.
With consumers waiting with anticipation and operators working head on to roll out 5G, we are all looking forward to what possibilities this technology will bring to operators and daily consumer lives. How do we tie 5G into our existing E2E customer journey: starting with customers learning about a product or feature through the ordering experience, set up and on-boarding, to account, care and support?
This session will cover:
· Keeping the customer engaged with personalized experiences and guiding them with the best possible information
· Connecting the dots for your customers at every possible touch point in an even more data heavy environment
· Designing with customer transparency front of mind
Julia MurphyHead of Interaction Design
10:15 am - 11:00 am BENCHMARKING SESSION: THE ART OF PRODUCT RENOVATIONS. A GUIDE FOR CORPORATE SUCCESS IN AN OVERSATURATED WORLD
About 95% of new products fail. The problem: outdated thinking about product positioning. But why even take the enormous risk of creating something new when the answer already sits on your shelf? What if merely transforming an existing product, with better-executed market positioning, and revitalized emphasis on the customer’s needs was all that was necessary for a successful premiere in the marketplace?
In this inspiring talk, keynote speaker and Sprint SVP Robert Hackl will share how Sprint was able to take the ordinary and make it extraordinary from the seemingly obvious:
• Why “customer first” is more than lip service
• How to think differently about positioning your product
• And the real steps anyone can take to transform an existing product into a “new” product
Robert HacklSVP, Handset Leasing & Insurance Business
11:00 am - 11:30 am MORNING BREAK
11:30 am - 12:00 pm BECOMING A CUSTOMER-OBSESSED ORGANIZATION
In a fast-paced, hyper-connected world, your customers expect to enjoy the same experience they have become accustomed to by the big digital players. But delivering a purely digital experience starts with a journey whose strategy must focus equally on the front and back ends. In this session, we will explore what ‘digital experience’ really means and provide tips for assessing how your market peers’ progress along this journey compares with your own.
Shiri YitzhakiProduct Marketing Manager
12:00 pm - 12:30 pm DELIVERING A PARADIGM-SHIFTING CUSTOMER EXPERIENCE TO A DUBIOUS CUSTOMER BASE
“We don’t believe you.” That was a quote given to CenturyLink leadership from a customer when the company began testing a new, simpler and more upfront way to purchase internet services and administer accounts. The problem was trust. A history of convoluted paths to service paired with varying price points and small print had created challenges for CenturyLink to deliver a believable redesign of the customer experience.
In this presentation, attendees will learn:
· How a 50-year-old technology company was able to leverage agile philosophies to transform a complex and cumbersome customer service platform into a simple, trusted customer experience.
· How testing a variety of hypotheses and iterations with real customers at every part of the journey was crucial to the program’s success.
· How smaller wins in improving CX have led to a companywide movement and larger investments toward a customer-first experience mentality.
Ryan WillisDirector, Customer Experience
12:30 pm - 1:00 pm DEVELOPING A NEW AGILE MODEL FOR CX TO DRIVE ENTERPRISE THROUGHPUT
A case study on how to revamp your CX model to enable rapid development and deployment of large scale, distributed, high availability products, services and solutions.
Imran will share how Freedom Mobile drive their teams through product launches efficiently and manage the complex customer management ecosystem. Some of the key things you will learn include tips on:
· Encouraging faster decision making and responsiveness
· Governance policies to fuel CX initiatives consistently through the organization
· Reviewing CX metrics and KPIs
· Setting operational standards
Imran ShaikhDirector, PMO and Planning
1:00 pm - 1:30 pm THE BILL AS A KEY ASSET IN CUSTOMER EXPERIENCE
Meeting customer expectations in a digital world is making processes simple and personal. In a few steps Boris will elaborate on the steps organizations can take and which roles the bill plays in the customer journey. Boris will tell how this helped T-Mobile Netherlands to become a true challenger of the business market in the Netherlands.
Boris van BeekVP, Digital & Customer Operations
1:30 pm - 2:30 pm NETWORKING LUNCH
ADD-ON WORKSHOP* (*must register in advance, limited availability)
2:30 pm - 4:00 pm EMOTIONAL EXPERIENCES SELL MORE THAN DATA ALLOWANCES: HOW WILL UNDERSTANDING THE PSYCHOLOGICAL NEEDS OF YOU CUSTOMERS ATTRACT AND KEEP MORE CUSTOMERS THAN DATA OR PRICE PACKAGES?
Neuroscience tells us that the vast majority of our decisions, including consumer decisions, are made unconsciously; yet, market research predominantly focuses on conscious consumer thinking and rational decision-making processes.
In order to be able to influence and predict consumers’ behavior, it is important to understand what truly drives them on a non-conscious level.
During this workshop you will:
· Understand what we mean by a non-conscious need
· Undertake some interactive activities to think about your own needs to illustrate the example and enhance your understanding of the above
· Reveal how those needs shape and impact customer decisions, engagement and commitment
· Evaluate what you know about customer behavior and what encourages loyalty
On our side, we will:
· Demonstrate how the hidden needs trigger loyalty more potently through creating emotional relevance
· Reveal (with help of audience exercises on cognitive bias) how the brain devotes most of its energy to emotional rather than factual information (price, data amount etc.)
· Help the audience build better strategies to engage customers on the psychological dimensions , which have been proven to have a stronger influence on customers
Within the workshop, you will also talk about segmentation and be introduced to Neopic, an online test that was developed by Innovationbubble and that helps us understand and identify customer’s needs.