AGENDA
April 6-8, 2015
Created and Hosted by
OUTCOMES ARE EVERYTHING
Welcome CXFusion Attendees
I am delighted to welcome you to CXFusion 2015!
This year’s conference focuses on how customer experience (CX) program outcomes are
fundamental to why we create and run programs, and therefore should be the essence of how we
structure and manage programs. I know your time is valuable and I want to personally thank you
for choosing to attend CXFusion. I look forward to meeting with you and hearing your thoughts
about how to drive positive change in our industry.
Regards,
Carine Clark
P R E S I D E N T & C E O, M A R I T Z C X
Attendee Meals
Partner Hall
Grand Ballroom
Main Hall
Breakout
3
Breakout
2
Breakout
1
Registration
Breakout
4
Grand Patio
2
#CXFUSION
Monday, April 6
11:00am-8:00pm
General Registration | Check-in
1:00pm-2:50pm
Workshops
BREAKOUT ROOM 1
BREAKOUT ROOM 2
The Basics of Building a VoC/CX Plan
The Backward Research Process:
From Surveys to Stories
Jeff Olsen, Director of Education Services,
MaritzCX
Learn how to build your VoC/CX
plan. Get an overview of “what to do
next” and a “to do” list that you can
immediately incorporate.
3:00pm-4:50pm
Examine the principles of a research
program – from survey design to
sampling, analytics, and reporting.
Moving CX Data to the Front Line
Melissa Wozniak, Senior Manager,
Best Practices, MaritzCX
Learn best practices and get handson training for moving your CX data
throughout your organization.
BREAKOUT ROOM 4
Digital/Web Data Collection Methods &
Best Practices for the Mobile World
Ted Saunders, Digital Solution Manager,
MaritzCX
Tulsi Dharmarajan, Director,
Product Management, MaritzCX
This workshop will offer fact-based email
invitation and survey design best practices
based on MaritzCX methods.
Workshops
Creating Employee and Customer
Linkages in a CX Plan
Dr. Gary Rhoads, CX Expert, Professor at
Brigham Young University
Learn how to create a great customer/
employee experience and how
organizations inspire employees and
customers to become champions.
6:00pm-7:30pm
Funda Whitaker, Sr. Director Strategic
Research, MaritzCX
BREAKOUT ROOM 3
The Essentials of Journey Mapping
Matt Inman, Senior Strategic Consulting
Director, MaritzCX
Len Ferman, Senior Consultant, MaritzCX
Understand the journey the customer
takes in using products and services
from pre-purchase decision making
through to purchase, usage, and
service.
Creating Compelling Reports for
Key Executives
Jennifer Beyer, VP Best Practices,
MaritzCX
Discover how to operationalize
customer insights through reporting and
communication designed specifically for
key executives.
Understanding and Insights through
Analytics: How to Get More from Your
CX Data
Kevin Lattery, Ph.D., VP Advanced
Analytics, MaritzCX
Join a high-level discussion about the
kinds of statistical analyses that help
CX professionals better understand
customers and how to prioritize
improvements.
Welcome Reception (Partner Hall)
Tuesday, April 7
7:00am-8:20am
General Registration | Networking Breakfast (Partner Hall)
8:30am-10:00am
Carine Clark, President & CEO, MaritzCX (Main Hall)
Program Outcomes Are Everything. Customer research was once valued for gathering data, and software was once
valued for presenting data, but the world has changed. The true value lies in the use of research, software and programs to
achieve tangible business results. The ends are the value, not the means. As CX practitioners, our challenge is to create
programs that deliver real business results that offer transformative change to an organization on a continual basis.
Carine and invited guests will discuss this topic, and showcase examples of this in action.
Rich King, Transamerica: CX Program Evolution
Paul Boustany, Activision: Making CX Thrive in the Gaming Industry
Dan Harris, 10% Happier: One Man’s Accidental Quest to Boost His Happiness Quotient Without Losing His Professional Drive
Dan Harris is co-anchor of both Nightline and the weekend editions of Good Morning America on ABC News. He is also the
author of 10% Happier, a #1 New York Times bestselling book. Harris tells his unique story as only a reporter can: through
deep research, tough questions, and a healthy dose of humor. It’s one man’s accidental quest to boost his happiness quotient
without losing his professional drive. After learning about research that suggests meditation can do everything from lower your
blood pressure to essentially rewire your brain, Harris took a deep dive into the underreported world of CEOs, scientists, and
even Marines who are now using it for increased calm, focus, and happiness.
10:00am-10:30am Networking Refreshment Break (Partner Hall)
10:40am-11:20am Breakout Sessions MAIN HALL
BREAKOUT ROOM 1
Listening Without Actions ...
Don’t Bother
Using Analytics for a Deeper
Understanding to Move Your CX
Program Forward
Eric Wansong, VP Customer Advocacy,
VMware
Learn how to create a program that
not only captures critical data, but also
empowers your organization to take
action on feedback.
#CXFUSION
Tammy Dujmovich, Sr. Manager,
Customer Intelligence, Cisco Systems
Uncover hidden patterns to more
clearly understand your data, and
exponentially advance your CX efforts.
BREAKOUT ROOM 2
How FedEx Created the Ultimate
Experience for its Customers
Dave Bullock, Marketing Principal,
FedEx
BREAKOUT ROOM 3
Overview of MaritzCX
David Mulkey, VP Sales, MaritzCX
Eric Weight, VP Solution
Consulting, MaritzCX
Discover everything MaritzCX
has to offer: technology and
services product offerings.
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Tuesday, April 7 Continued
11:30am-12:10pm Breakout Sessions MAIN HALL
BREAKOUT ROOM 1
Measuring and Managing CX Across
Different Customer Segments
in B2B
Create Measurable Change: Seven
Practical Tips for Turning Data into
Visible Action
Jason Sanchez, Director, Research
Engagement, DirecTV
Cameron Karr, CEO, Karvida
Learn how to measure CX and
engage customer segments
appropriately, while still being able to
manage across segments effectively.
Learn practical tips on how to
leverage your customer insights to
build an effective program to drive
measurable change.
BREAKOUT ROOM 2
BREAKOUT ROOM 3
Our Journey to CX Maturity
What’s New with the MaritzCX
Technology Platform
Dennis Bromley, SVP Member
Development & Engagement, MACU
Mountain America Credit Union is a
mid-sized organization with a full-size
CX program. Hear from the program’s
original team about their progression
to where they are today.
Mark Magee, VP Product Management,
MaritzCX
See the latest features and
improvements in the MaritzCX
software platform, and how they
will benefit you and your teams.
12:15pm-1:20pm Networking Luncheon (Partner Hall)
1:30pm-2:10pm
Breakout Sessions
Storytelling with Data
Cole Nussbaumer, Data Visualization
Expert
Learn modern data visualization
and story telling principles that will
help you move from simply showing
data to telling a story with your data;
setting you up for greater success.
It’s Not Just a Survey: Using Your
B2B CX Program to Transform
Company Culture
Melissa Leon, Global Customer Loyalty
Manager, NALCO Champion
Ross McAllister, Program Manager for
Customer Loyalty, NALCO Champion
Nalco Champion navigated the
unique challenges of B2B CX to
create a program, sell it among
internal audiences, and trigger
customer-centric cultural change (and
business success) throughout the
company’s many divisions.
Decoding the Next Generation
Digital Experience
MaritzCX Customer Experience
Program Design Overview
Joe Wheeler, Executive Director,
Service Profit Chain Institute
Dave Fish, Ph.D., SVP Client Solutions,
MaritzCX
Physical and digital channels are
merging together faster than you
can Tweet what you are doing
right now. Mobile apps, location
services, rewards, gaming, RFID,
touchscreen displays: the canvas of
tools and technologies litter the digital
landscape. In this session, Joe Wheeler
from The Service Profit Chain Institute
will make sense of it all, separate the
signals from the noise and help you
get ahead of the curve, even if you are
feeling a little behind.
Learn the essentials about how
MaritzCX approaches CX program
design, the do’s and dont’s, and best
practices to help your program thrive.
Critical Industry KPIs and
Understanding the Factors
that Drive Them
Maximizing Value from Your
MaritzCX Investment: Discover
How to Get the Most from Your
Tools and Services
2:20pm-3:00pm Breakout Session
Customer Experience Measurement:
Beyond Surveys
Maxie Schmidt-Subramanian, Analyst,
Forrester Research
This session will highlight some
promising approaches to help
augment customer experience
measurement programs.
Top CX Trends in 2015/2016
Dave Fish, Ph.D., SVP Client Solutions,
MaritzCX
Michelle Roseman-Turner, Senior
Director, Innovation and Product
Management, MaritzCX
Dave Ensing, Ph.D., VP Solutions
Strategy, MaritzCX
Michael Allenson, Senior Strategic
Consulting Director, MaritzCX
Learn what trends are on the horizon,
how they could impact your program,
and how you can capitalize on them.
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Chris Travell, VP Automotive Group,
MaritzCX
Eric Weight, VP Solution Consulting,
MaritzCX
An analysis of key metrics for the
auto industry and based on this, how
to deliver actionable insight from the
C-suite to the service tech.
Chris Nielson, Program
Manager, MaritzCX
Josh Skinner, Director Implementation
Services, MaritzCX
Learn how to maximize your
opportunity with MaritzCX tools and
services, highly used areas of the
platform, opportunities to get more,
top customer questions and answers,
and more.
#CXFUSION
Tuesday, April 7 Continued
3:00pm-3:30pm
Networking Refreshment Break (Partner Hall)
3:30pm-4:20pm
Panels
MAIN HALL
BREAKOUT ROOM 1
Collecting Customer Feedback in a Digital Age
Building a Customer-Centric Culture
Moderator: Dave Ensing, MaritzCX
Moderator: Dave Fish, MaritzCX
Companies don’t collect data like they used to. And customers don’t answer like
they used to either. Join us to discuss feedback collection trends and how we can
best reach customers today.
Amazing customer centricity doesn’t happen by accident. Hear from leaders
of some of today’s most customer-conscious brands about how they make the
customer experience everyone’s business.
Rich Dorfman, VP Marketing - Market Research and Customer Experience,
Eastern Bank
Dr. Leslie Ahmet, SVP Research, Hypatia Research
Annie DesLauriers, Director Customer Service, Hyundai Canada
Jennifer Maldonado, VoC Program Owner, Activision
Ted Saunders, Digital Solutions Manager, MaritzCX
Michael Sos, Reputation Management and Social Media Product Manager,
Dominion Dealer Solutions
Melanie Courtright, EVP, Global Client Services, Research Now
4:30pm-5:10pm
Bruce Temkin, Customer Experience Transformist & Managing Partner of The Temkin Group (Main Hall)
Bruce Temkin is widely recognized as a customer experience visionary. He is a customer experience
transformist and managing partner of Temkin Group, a research and consultancy focused on
enterprise-wide customer experience transformation.
5:45pm-10:00pm Conference Party: Dinner, (Grand Patio at Bellagio) Elton John Concert (The Colosseum at Caesar’s Palace)
Join us for dinner and a seat at world-renowned singer, songwriter and performer Elton John’s new show,
“The Million Dollar Piano.” At the centerpiece of the performance is the show’s namesake piano,
an engineering marvel featuring more than 68 LED video screens created by Yamaha. The evening
promises to be nothing less than unforgettable.
Wednesday, April 8
6:00am
Elite 5K Run: Sponsored by HP (Meet in Main Bellagio Lobby at 5:45am)
7:00am-8:20am
Breakfast Sponsored by CXPA (Partner Hall)
Open to all attendees.Come learn what the CXPA has to offer CX practioners. Don’t miss Bruce Temkin,
CCXP, Founding Member CXPA, at 7:50am when he will speak briefly on the benefits of membership
in the Customer Experience Professionals Association.
8:30am-10:00am Adam Edmunds, Chief Strategy Officer, MaritzCX: Embracing a Smarter CX Program (Main Hall)
The landscape of CX is changing fast, and customers are driving the change. They expect more from their
company interactions, and they compare average businesses to the best in each industry. At first glance,
this seems a bit unfair, but it also provides an advantage to those businesses that want to capitalize on this
opportunity and that can orchestrate change.
Shawn Achor, Positive Psychology Researcher and Author of Before Happiness & The Happiness Advantage
Shawn Achor is the author of the international bestseller, The Happiness Advantage. Shawn is regarded as
one of the world’s leading experts on the connection between happiness and success. He teaches for the
Advanced Management Program at Wharton Business School, and collaborates on research with Yale and
Columbia University. In 2012, Shawn’s research on happiness made the cover of Harvard Business Review,
his TED talk has become one of the most popular of all time with over 9 million views, and his new lecture
called “The Happiness Advantage” began airing on PBS stations nationwide.
10:00am-10:30am Networking Refreshment Break (Partner Hall)
#CXFUSION
5
Wednesday, April 8 Continued
10:40am-11:20am Breakout Sessions
MAIN HALL
BREAKOUT ROOM 1
BREAKOUT ROOM 2
BREAKOUT ROOM 3
From Purpose to People to
Performance to Profits
Driving a More Customer Centric
Experience for Employees and
Customers
Frameworks Culture Change
Capitalizing On MaritzCX Strategic
Consultation Services
Barbara Porter, Executive Director,
Advisory Services, Customer Practice, EY
Discover how starting a program with a
purpose helps drive the results you want,
and the profits you need.
Terry Cain. VP, Global Customer
Engagement, Avnet
Rachel Terlau, Global Customer
Engagement, Avnet
Katy Churches, Manager of Customer
Experience, American Family Insurance
A framework for change across your
organization through a customer’s lens.
Funda Whitaker, Senior Director,
Research Services, MaritzCX
11:30am-12:10pm Breakout Sessions
Leveraging Data and Analytics to
Achieve Better CX Insights
Christopher Surdak, JD, HP
Learn tools and tactics to generate
the insights you need.
CX Industry Benchmarks Review
How CX Impacts a Bank’s Bottom Line
Dashboard Tips and Tricks
Michael Allenson, MaritzCX
See the latest benchmarks by major
industry, learn emerging trends and key
insights into benchmarking best practices.
Benchmark data is from the MaritzCX
sponsored CXBenchmark study covering
twelve B2C industries, including a number
of transactions within each industry.
Laura Zurek, Vice President,
Marketing & Communications, M&T Bank
Michelle Pfister, Product Manager,
MaritzCX
Juraj Kavecansky, Ph.D., Director,
Marketing Sciences, MaritzCX
Discover the latest features and get
tips to become an expert dashboard
creator using the MaritzCX dashboard
tool.
Identifying the link between customer
experience, ROI and other behavioral
metrics.
12:15pm-1:15pm Networking Luncheon (Partner Hall)
1:20pm-2:00pm Breakout Sessions
Fostering Better CX Programs by
Harnessing All of the CX Ecosystem
Driving Action Using Convergence
Analysis
Rick Parrish, Analyst,
Forrester Research
Josh Monaco, Senior Manager, Service
Support, TD Ameritrade
As firms adopt an outside-in approach
to experience design--focusing on real
customer needs — they learn that their
ecosystems are not aligned with new
realities.
Matt Inman, Senior Strategic
Consulting Director, MaritzCX
Amazingly Accurate Text Analytics
– How MaritzCX Delivers Accurate
Auto-coding Results
Brion Scheidel, Director Text Analytics,
MaritzCX
Learn how a powerful text analytics
engine, continual improvement
processes, and experienced text
analysts all come together at MaritzCX.
Utilizing MaritzCX Spotlight Data
Mining in Your CX Program
Mark Magee, VP Product Management,
MaritzCX
Kyle LaMalfa, Customer Intelligence,
MaritzCX
2:10pm-2:50pm Breakout Sessions
Designing Enterprises: How to
Transform a Company by Design
Ingrid C. Lindberg, Serial CxO
Discover what elements are needed
to successfully transform a company’s
customer experience efforts.
Taking the Mystery Out of Mystery
Shopping: Best Practices for
Designing a World-class Program
Nicholas Mercurio, CX Strategist and
Thought Leader, MaritzCX
The Role of Emotion in Customer
Experience
Funda Whitaker, Director Strategic
Research, MaritzCX
Closing the Loop and Empowering
Frontline Workers Using MaritzCX
Case Management
Bryan Rhodes, Product Manager,
MaritzCX
Jeff Balsavich, Marketing Program
Manager, British Petroleum
Learn more about mystery shopping
methodology for CX, and how to
improve your current programs.
2:50pm-3:20pm Networking Break (Partner Hall)
3:20pm-4:15pm
Panels
MAIN HALL
BREAKOUT ROOM 1
Empowering Decisions Through Analytics Moderator: Kyle LaMalfa, MaritzCX
Driving Frontline Action Moderator: Michael Allenson, MaritzCX
We are in the midst of a Big Data revolution. Join this panel as we discuss the analytical
trends of the past, present and future and how practitioners use these tools to lift their
companies and impact positive customer experiences.
Mike Schuil, Director Customer Insights, AIG
Esteban Kolsky, Principal and Founder, ThinkJar
Kevin Lattery, VP Marketing Sciences, MaritzCX
Christopher Surdak, Author of Data Crush
Companies that excel in the customer experience have learned to empower and motivate
frontline employees to take action in the ways that matter most to customers. In this panel, you’ll
have the opportunity to hear from some industry leaders and find out how they drive success at
the frontline, where the rubber meets the road.
Tim Waters, Manager of Sales Operations, T-Mobile
Marti Eulberg, Director Brand Management, Sonic Automotive
Katy Churches, Customer Experience Manager, American Family Insurance
4:25pm-5:00pm Edouard F. Piquet, SVP Customer Experience, Aeromexico Airlines (Main Hall)
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How Listening to Customers Impacts Culture and Decision Making – Key Learnings from Three Years of Active CX.
Customers think they know what they want. We thought we knew everything about our business. But it wasn´t until we
could finally understand the relationship between customers’ expectations and business realities that we could drive
change and focus on what really matters.
#CXFUSION
Thursday, April 9
8:00am
Certification Breakfast (Raphael 1)
9:00am
Certification
RAPHAEL 3
RAPHAEL 2
VoC Pro Certification (Day 1)
Survey Design Certification
NOTE: This is a paid-only event. This class is full.
NOTE: This is a paid-only event.
Unlike other certifications available today, the VoC Certification is designed to
provide you with immediate results. More than just theory, you get a blueprint
for implementing a successful CX program within your organization. Receive a
CXKit™ that includes electronic templates for creating customized spreadsheets,
handouts and checklists.
Participants learn survey design from the ground up. In this highly interactive
and hands-on environment you will learn best practices behind survey design,
question design, testing, deployment and invitation of the survey, as well as
essentials of presentation and reporting.
12:00pm
Certification Lunch (Raphael 1)
1:00pm
Certification
VoC Pro Certification Continued (Day 1)
5:00pm
Survey Design Certification Continued
Conclusion
Friday, April 10
8:00am
Certification Breakfast (Raphael 1)
9:00am
Certification
RAPHAEL 3
VoC Pro Certification Continued (Day 2)
12:30pm
Certification Lunch (Raphael 1)
1:30pm
Certification
VoC Pro Certification Continued (Day 2)
5:00pm
Conclusion
#CXFUSION
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SPONSORS
Thank you to our sponsors for helping to make CXFusion 2015 possible.
Please visit the sponsors in the Partner Hall or reach them on the web.
Aspect helps companies deliver remarkable customer experiences across every
conversation and channel – through a single, elegant software platform. As the
global leader in consumer engagement solutions and cloud hosting services, our
unified interaction management, workforce optimization and back-office solutions
seamlessly orchestrate people, processes and touch points.
Research Now Group, Inc., headquartered in Plano, Texas, is the global leader
in digital data collection to power analytics and insights. It enables datadriven decision making for clients who listen to and interact with the world’s
consumers and business professionals through Research Now’s online
panels, as well as mobile, digital and passive data capabilities. The company
operates in 38 countries, from 24 offices across the globe, and is recognized
as the market research industry’s leader in quality, scale and customer
satisfaction. For more information, go to www.researchnow.com.
Critical Mix provides easy access to highly-targeted global survey
respondents, survey programming and data visualization services for market
research and consulting firms. Driven by a passion for simplifying data
collection, the team at Critical Mix is personally invested in giving clients
the ultimate customer service experience. Every project, no matter the size
or type, is supported by a team of always-available, experienced market
research practitioners who anticipate your needs and provide thoughtful
customer care. Service options include a complete spectrum of high-quality
data collection tools ranging from sample sources, survey programming
and fielding, to report automation and data dashboards. Critical Mix is
headquartered in Westport CT and operates globally. Call us at
1-800-651-8240 or email [email protected].
The Customer Experience Professionals Association is the premier global
non-profit organization dedicated to the advancement and cultivation of the
Customer Experience profession. We increase the impact and visibility of
Customer Experience professionals, facilitate effective member-to-member
sharing, and establish respected standards.
HP creates new possibilities for technology to have a meaningful impact on
people, businesses, governments and society. With the broadest technology
portfolio spanning printing, personal systems, software, services and IT
infrastructure, HP delivers solutions for customers’ most complex challenges in
every region of the world. More information about HP (NYSE: HPQ) is available
at www.hp.com.
The Service Profit Chain Institute is a consulting firm dedicated to helping our
clients succeed by improving the linkage between employees, customers and
profits. Projects range from re-design of the customer experience to improve
customer satisfaction and loyalty to implementing the entire Service Profit
Chain. For more information, go to http://serviceprofitchain.com
EY is a global leader in assurance, tax, transaction and advisory services,
including a dedicated customer experience practice. Worldwide, our 167,000
people are united by our shared values and an unwavering commitment to
quality. We make a difference by helping our people, our clients and our wider
communities achieve their potential. For more information, please visit
www.ey.com
MaritzCX™ helps organizations see, sense, and act on the experiences and
desires of every customer to increase retention, conversion, and lifetime
value. With an unmatched combination of customer experience (CX) software,
research science, vertical market expertise, and managed program services,
MaritzCX ingrains CX intelligence and action systems into the DNA of business
operations and delivers the world’s broadest CX software and services
business. For more information, visit www.maritzcx.com.
MEDIA SPONSORS
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#CXFUSION