17 - 18 September 2019
Dusit Thani, Dubai, United Arab Emirates

Conference Day Two: Wednesday, 18th September 2019

9:20 am - 9:30 am Opening remarks by chairperson

Phase 3: The CX impact on customer behavior

Hitting the right cords; customer satisfaction management
In a survey of customer experience team leaders, 100% of respondents agreed that customer experience management cannot succeed without engaged employees. Further, 97% of CX team leaders agreed that CXM is a business strategy for creating loyal customer relationships, and 89% said it includes any effort to improve customer satisfaction. (Source: Customer Think’19)

9:30 am - 10:00 am KEY TECH ENABLER: AUGMENTED REALITY & VIRTUAL REALITY: Case study: Keeping up with the millennial trend; setting a creative and distinctive CX strategy that will be a part of the 4 trillion USD emerging markets by 2030

Naveed Pirzada - Chief Strategy Officer, Mall.Global
The USD 500 Million debut venture of the Dubai based tech firm Mall.Global’s true hybrid experience is designed to match the lifestyle of the digital natives. Mall.Global is designed to be the true definition of a digital mall, where brands can do much more than just sell products and in fact recreate the retail experience to deliver the perfect bridge between on-ground and online.

Key question: How will Mall.global everywhere innovation impact the millennial behaviour and what does this mean for traditional e-commerce?
  • Creating the sense of ‘Try and Buy’ beyond the traditional e-commerce
  • What does it mean for customer loyalty and engagement?
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Naveed Pirzada

Chief Strategy Officer
Mall.Global

10:10 am - 10:30 am KEY ENABLER: STRATEGIC SOLUTIONS: Customer is king: proverbial or fact? How to successfully grow into one of the 60% of companies that successfully adapt to a customer centric approach (*Steven MacDonald, SuperOffice’19)

Robin Jonk - Head of CX, Transmed
Robin is currently building the Customer Experience Department for Transmed Foodservice.

He believes customer centricity is the key to sustainable success. In this session he highlights the do’s and don’ts’s that lead to a successful customer centric organization creating positive impacts on loyalty and customers.

Key question: How to become an experience led customer centric organization in the tough economic conditions?
  • Discovering jobs to be done; how to segregate and highlight priorities
  • Allocating and understanding organization capabilities (Resources, Processes, Profit-formula)
  • Understanding deliberate vs. emergent strategies
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Robin Jonk

Head of CX
Transmed

10:30 am - 10:50 am KEY ENABLER: BUSINESS GROWTH: How growing customer retention and loyalty can boost profits by 25 to 95 percent? (Bain & Co).

Loyal customers who support a brand over time are said to spend 67% more than new customers. (Source: Edelman’18) In an era of changing preferences and loyalty, it is important and crucial to keep your customer coming back to you with a chance of up-selling to them.

Key question: How do you drive the engagement with customer and convert it into an ongoing loyalty program?
  • Are loyalty and engagement two sides of the same coin?
  • How do you monitor and track the changes in consumer trends affecting loyalty?
  • VIP segregation for the loyal; why and when?

The new oil in the CX engine – Data!
Gartner states, by 2020 more than 40% of all data analytics projects will relate to an aspect of customer experience. in order to deliver an excellent customer experience, you have to know your customers better than ever before. This means creating complete customer profiles that help you understand and measure your customers’ behaviors at every touch point across multiple channels.

10:50 am - 11:20 am KEY TECH ENABLER: DATA MANAGEMENT & ANALYTICS: Case study: Nissan’s full proof plan in devising a holistic customer experience journey turning customer pain points into strength factors

Hussein M. Dajani - General Manager - Digital and Customer Experience Transformation - Africa, Middle East, India, and Turkey, Nissan Motor Co.
Nissans’ tagline states - Innovation that excites. Nissan got the motto right from the start especially when 60% of the UAE region is represented by the digital natives under 30.

Key question: How do you create enough trust in people to convince them to share their data with you and make them actually benefit from that?
  • How Nissan created a 360 degree CX in the organization across all departments?
  • How does Nissan create personalized products based on data?
  • How do internal hackathons play a role in developing CX?
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Hussein M. Dajani

General Manager - Digital and Customer Experience Transformation - Africa, Middle East, India, and Turkey
Nissan Motor Co.

11:20 am - 11:50 am Networking Break

11:50 am - 12:05 pm PANEL DISCUSSION: KEY TECH ENABLER: DATA MANAGEMENT & ANALYTICS: How to create up to 60% more engaged employees by providing customer journey mapping data to the entire support staff?

Melissa Jarvinen - Chief Marketing Officer, Novo Cinemas
Novo Cinemas successfully launched the regions largest IMAX catering to an experience ahead of its competition. But Melissa strongly believes that until the organization does not comply with customer centricity and the right data, it is difficult to create such experiences.

Key question: How does data map out the relevant real-life touch points driving business growth?
  • How to effectively run your customer journey map into a practical tool?
  • How to combine one-of-a-kind seamless customer experience with real-life touch?
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Melissa Jarvinen

Chief Marketing Officer
Novo Cinemas

12:05 pm - 12:35 pm KEY TECH ENABLER: DATA MANAGEMENT & SECURITY: Why is privacy management the most sought after grail playing a key role in determining the customer’s satisfaction?

  • Finding the right balance; making the customer feel their data is safe while ensuring organizations serve customers better by understanding their behavioral patterns
  • Creating a business model of security value to the customers by being data driven

12:35 pm - 1:05 pm KEY TECH ENABLER: DATA ANALYTICS: Case study: How infusing predictive analysis with their CX strategy caused a 30-40% improved accuracy of call demand per day for a major online retailer in India?

Flipkart a major retailer in India has deployed predictive analytics in creative ways including how it delivers service through its contact centers with 72% higher chances of gaining recommendations. This case study focuses the ease of data flow that lets Flipkart enjoy its customer loyalty.

Key question: How has Flipkart created a multi dimensional CX strategy?
  • Creating the end-to-end ease of shopping; checkout journey process
  • Transforming predicted and proactive CX; how did they move from a reactive CX?

1:05 pm - 2:05 pm Lunch Break

Interactive Discussion Groups (IDG’s)

Interactive Group Discussions (IDGs) are the perfect setting for audiences to come together and discuss their ideas, insights and opinions on specific topics. Each IDG has a leader who will lead the discussion and mention key points that the audience seated can engage in, creating a platform for interactive conversations and learning’s from like minded individuals, from similar work backgrounds of industries, hence leading into a thought provoking discussion. Every participant will have the exciting chance of discussing and sharing their views over two topics for 30mins each within the respective group.

IDG One

2:05 pm - 3:00 pm How is mystery shopping used to analyse brand promise delivery everywhere, every time?

IDG Two

2:05 pm - 3:00 pm A human partner, not replacement; Building emotional connection to deeper customer relation

IDG Three

2:05 pm - 3:00 pm Why is it important to function as a cross department company beyond the customer related departments?

Phase 4: The CX impact on financial metrics

Know your customer exclusively - CX strategy on point; reduced customer churn
According to Esteban Kolsky, if a customer is not satisfied, 13% of them will complain to 15 or more people that they are unhappy. On the other hand, 72% of customers will share a positive experience with 6 or more people. 67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain. The rest, they just leave.

3:00 pm - 3:30 pm KEY ENABLER: STRATEGIC SOLUTIONS: Designing and implementing an effective CX strategy; Riyad Bank is becoming a profitable entity by leveraging better experiences

Peter Halsor - SVP - Customer Experience, Riyad Bank
Riyad Bank is a $11.5B financial institution with over 3,000 employees globally working on becoming a customer-centric organization that relies on customer insight. Peter as the SVP – CX is working on creating better experiences using those insights leading to higher growth of the bank.

Key question: The strategic imperative – why is it important?
  • Voice of Customer
  • How to work on service design, design thinking and innovation
  • Customer-centric processes and operational efficiency
  • Together we are stronger; Customer testing & co-collaboration
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Peter Halsor

SVP - Customer Experience
Riyad Bank

3:30 pm - 3:50 pm KEY TECH ENABLER: DATA MANAGEMENT & ANALYTICS: Capitalizing upto 10x greater increase in annual company revenue by implementing the voice of the customer – Developing a reliable ‘outside –in’ view of your business

Key question: What are the strategies for gathering VOC data: getting the equilibrium between structured and unstructured data?
  • Connecting VOC data with customer loyalty, spending, and financial data for actionable insights
  • Engage into positivity; How to develop social media engagement with closed loop VoC systems?

3:50 pm - 4:20 pm KEY ENABLER: BUSINESS GROWTH SOLUTIONS: Funding and change management – How to deliver ROI to the board and improve bottom line?

Damian Cotchett - Senior VP – Head of CX, Noor Bank
Robin Jonk - Head of CX, Transmed
Renata Liuzzi - ., Customer Experience Expert
81% of the projects with effective change management came in on or under budget, according to the study by change management guru, Prosci. With the ongoing cost control strategies, companies do not have the money to splurge on change management unless there is a massive requirement. To achieve this it is of utmost importance that the boards approve and see the bird’s eye view of what the ROI looks like for CX investments. This panel discussion will focus on what challenges and strategies are adopted by industry experts to deliver the ROIs and attain funding.

Key question: In tough economic conditions, how do companies deliver and prove the ROI within CX?

Panelists:
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Damian Cotchett

Senior VP – Head of CX
Noor Bank

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Robin Jonk

Head of CX
Transmed

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Renata Liuzzi

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Customer Experience Expert

4:20 pm - 4:20 pm End of conference day two