Saurabh Singhal, senior director, marketing, channels and strategic alliances, APAC, Jabra Lunch

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2 Engage & collaborate Since the inception of the series in 2013, we have witnessed tremendous growth in the field of customer experience. In 2016, Marketing Magazine is proud to bring back the Customer Experience conference with a renewed focus on enabling deeper customer relationships beyond the transactional. Digital, data and social are of course inevitable parts of the equation, but how exactly they fit into a holistic picture of customer experience remains the challenge. We find ourselves asking why customers are becoming less loyal and have we lost sight of what the customer actually wants and how they want to engage with our brands? This desire to work directly with, and not simply for, the changing customer is why we are focusing on collaboration and engagement in the following key areas: Technology & Enhancing the Experience; Working with the New Age Customer; CRM Growth & Measurement; and Redefining Customer Loyalty. Time Conference Day 1, Wednesday, 18 May Registration and Networking Opening remarks Opening keynote: Innovating CX leadership Understanding the drivers of customer-centric culture in organisations Remodeling internal management to focus on overcoming key customer challenges Overcoming bureaucracy through sound leadership approaches focused on longterm development Dr. Alok Bharadwaj, senior vice president South and South East Asia, Canon Singapore Technology & Innovation Presentation: Optimising engagement across the customer journey How far can brands understand unique customers at scale? Personalising an integrated and customised engagement journey for your customers Case studies on managing marketing automation and consistent customer experiences Per Caroe, global evangelist, IBM Commerce Networking Break Customer-first = Mobile-first Why are there still barriers for customer experience on mobile in Asia? How can brands digitise the entire customer cycle for a smooth experience? Stripping digital strategy to its core Stepping up digital and mobile transformation Stephanie Myers, vice president, digital channels, HSBC Presentation: Personalising the experience Finding the right levels of personalisation for your brand Examining whether data and analytics can accurately understand today s complex customer Understanding ways to execute highly personal customer experiences at scale Overcoming issues of building trust with the customer base while maximising the use of their data Senior representative, MediaCorp OOH Media

3 Presentation: The impact of wearable technology Understanding how users are engaging with wearables in Asia Pacific Deliver superior convenience in customer service solutions with wearables Uncover deeper insights into the emotional contexts of customers Overcome issues of data privacy and build trust with the customer base Lunch Saurabh Singhal, senior director, marketing, channels and strategic alliances, APAC, Jabra Case study: Digital payment innovation Analysing future trends shaping digital payment technology and the MasterCard approach Creating frictionless yet secure user experiences Building customer trust in new commerce solutions Tobias Puehse, vice president, innovation management, digital payments and labs, Asia Pacific, MasterCard Case Study: Measuring the brand value of customer experience Driving premiumisation and innovation by improving the customer experience Tracking the growth of brand equity at all stages of the consumer journey Case studies on brand growth through a holistic approach Priyadarshini Sharma, group commercial brand director, Carlsberg Breweries Working with the New Age Customer Presentation: Engaging influencers Determine the right qualifiers for appointing influencers and advocates Showcase authentic customer experience by harnessing the reach of influencers to engage and build communities Mitigate risks and potential crises on social media Aldrina Thirunagaran, assistant vice president, digital marketing, OCBC Bank Networking Break Case Study: Behavioural science for informed customer experience Deep-dive into the multi-faceted consumer s psyche Examine the challenges of understanding the science behind customer motivation Apply theories of behavioural science to customer experience - practical case studies Samy Mardolker, senior vice president, marketing research, ORC International Panel: Has the Age of the Consumer reached a turning point? How far are we into the age of the consumer? Have we merely scratched the surface? Are brands translating this theory into measurable practice? What do brands need to brace themselves for and are we set for another customer revolution? Moderator: Panelists: Tomasz Kurczyk, digital transformation director, AXA Singapore Christina Lim, director - brand and marketing, NTUC FairPrice Co-operative Closing remarks

4 Time Conference Day 2, Thursday, 19 May Registration and Networking Opening remarks Speaker: Opening keynote: People before pixels. Integrating technology with customer experience How can tech innovation enable and not distract brands from dealing with core customer issues? Striking a balance - understand when tech interferes with the customer experience Strategies for a customer-first framework Howie Lau, chief marketing officer, StarHub CRM Growth and Measurement Senior representative, SSI Networking Break Q&A: Two-way feedback model Is the customer still always right? Tracking the transformation of feedback systems in the collaborative economy How can transparent two-way feedback apply to further industries in the future? Cameron Richards, founder and CEO, CPR Vision Management Effective experience measurement, moment by moment Broadening experience and satisfaction measurement beyond product-centric surveys Implementing unobtrusive metrics at each customer interaction How to pretest new solutions and offerings with an evolving audience Caroline Gazeley, regional manager, customer experience and lifecycle, General Motors International Lunch Redefining Customer Loyalty Panel: Is loyalty actually dead? How loyal are customers and can brands still foster a future-proof following? Redefining loyalty and the tracking the evolution of incentivisation Moderator: Panelists: Martin Benda, global strategic development manager, AIMIA Presentation: Next gen loyalty and rewards The case for Next Gen Loyalty and Rewards Emerging loyalty program models Moving beyond points and cash-back rewards Chris Yeo, director, head of apac strategy, AIMIA Presentation: Mastering loyalty in emerging markets Applying the loyalty fundamentals across diverse customer contexts Identifying the key differences in loyalty and CRM between emerging and established markets Case studies on approaches to winning customer loyalty in the FMCG industry across APAC Mainak Dhar, managing director, General Mills India

5 Networking Break Presentation: The future of breakage and rewards How relevant are breakage models for today s rewards schemes? Growing customer loyalty while keeping rewards programs economically viable Limiting restrictions to offer more perceived value for customers Case Study: Holistic loyalty Challenges of building a long-term loyalty strategy across multiple brands Engaging with your most loyal customers in real time Tracking the future of customer loyalty in the region and beyond Anka Twum-Baah, vice president, customer loyalty & content Asia Pacific, Marriott International Closing remarks