BOOST YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL

Transcription

1 Forrester s Forum For Customer Experience Professionals BOOST YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL October 9 10, 2013 JW Marriott Los Angeles L.A. Live

2 Register before August 31 and save $200! Visit forrester.com/cxw13 or call You can take customer experience from a bumper sticker to a competitive advantage if you apply business discipline. Harley Manning, Vice President, Research Director,

3 Join Us FORRESTER S FORUM FOR CUSTOMER EXPERIENCE PROFESSIONALS Boost Your Customer Experience To The Next Level Companies that take customer experience seriously have a proven track record of boosting revenue, driving down cost, and earning customer loyalty. But Forrester s Customer Experience Index shows that 2012 was a weak year for most companies. Consumers rated 61% of the brands they do business with as OK, very poor, or poor. But the story was very different for some firms. Southwest Airlines, USAA, and Vanguard led their respective industries by wide margins while value brands including Marshalls, Courtyard by Marriott, Sam s Club, and Target dominated the excellent category. Their secret? They took proactive steps to boost their customer experience to the next level. Who Should Attend Chief customer officers VPs and directors of enterprisewide customer experience Senior-level executives responsible for digital channels Senior-level executives responsible for setting organizational strategy Senior-level executives responsible for driving consumer sales and profitability Marketing and strategy leaders charged with understanding customers needs WHAT ATTENDEES WILL GAIN Through keynote speeches and track sessions, attendees will learn how to get their customer experience programs to the next level, whether they re starting from scratch or in the midst of a transformation. They ll hear: How companies launch customer experience initiatives that deliver measurable ROI, building support for the next round of efforts. How to determine your organization s level of customer experience maturity and create a road map to your vision of success. How the best of the best customer experience leaders overhaul their strategies, organizations, and processes to get on top and stay there. FEATURING In addition to the latest content from our analysts, we will share two new Forrester reports: Charting The Course To Customer Experience Maturity by Megan Burns, Principal Analyst. Customer Experience Innovation From The Outside In by Kerry Bodine, Vice President, Principal Analyst. New, not yet released research TBA.

4 Industry Keynotes* Tony Ezell Vice President, Chief Customer Officer, Eli Lilly And Company Tony Ezell s goal is to ensure that all customers have a positive experience, regardless of the functional group with which they are interacting. Thomas Feeney President and Chief Executive Officer, Safelite AutoGlass Thomas Feeney has been instrumental in establishing Safelite AutoGlass as a national company and a well-known brand. Curt Avallone Chief Marketing Officer & Vice President Of CRM, Sears Curt Avallone has led the building of a variety of integrated online/offline business models, resulting in several billion dollars of ongoing incremental annual sales. *For the most up-to-date list of speakers, go to forrester.com/cxw13.

5 Forrester Keynotes The Path To Customer Experience Maturity Most companies struggle to achieve their lofty goals for customer experience. In this session, attendees will be shown the best path forward by exploring: Why a clear road map is key to achieving customer experience maturity. Which factors matter most when choosing a path to improvement. How to balance competing priorities for maximum success. Megan Burns Principal Analyst Megan is a leading expert on customer experience management, maturity, benchmarking, governance, and ROI. Customer Experience Innovation From The Outside In Companies claim that they want to differentiate through customer experience. Yet most firms either focus on reactionary find-and-fix initiatives or pray new technologies and copycat strategies will put them in the lead. That won t cut it. Attendees of this keynote will learn: What distinguishes incremental improvements from true innovations. What strategies help drive customer experience innovation. How to create an innovation engine within your organization. Kerry Bodine Vice President, Principal Analyst Kerry taps into her past work as both a design practitioner and leader to help Forrester clients develop empathy for customer needs and co-create experiences that truly matter.

6 Track: Start Fundamentals That Every Organization Needs To Succeed Apply Lessons From Outside In Award Winners Adele Sage, Analyst, This panel features winners of Forrester s annual Outside In Awards. Attendees will learn best practices from these leaders for steering their customer experience efforts, including: How to make the business case for customer experience efforts. How to build a customer-centric culture. What role CCOs play in driving improvements. Map The Customer s Journey Jonathan Browne, Senior Analyst, Journey maps are a foundational tool that companies use to fix or even reinvent experiences. This session will give practitioners a firm grasp of: How to plan a journey mapping exercise for B2B and B2C environments. What the necessary tactics are to develop the best maps. How to embed journey mapping into your firm s culture. Measure The Customer Experience Megan Burns, Principal Analyst, Without a solid measurement framework, customer experience efforts simply can t be managed. This session will instruct attendees on: What Customer Experience Professionals should be measuring. What a comprehensive measurement framework looks like. How to launch a successful measurement program. Develop A Customer Experience Strategy John Dalton, Vice President, Research Director, A customer experience strategy is the essential plan that guides all other efforts. In this session, customer experience leaders will learn: What the critical elements of a successful customer experience strategy are. How to define intended experiences. How to embed a customer experience strategy into enterprise planning.

7 Track: Advance Practices That Transform The Way You Do Business The Path To Breakthrough Mobile Experiences Julie A. Ask, Vice President, Principal Analyst, The ubiquity of mobile devices is shifting customer expectations of everything including their experience with your company. Mobile redefines how easy or enjoyable it is to work with you and to what extent you meet their needs. In this session, you ll learn: How mobile is evolving consumer expectations. How to incorporate mobile into your CX best practices. What the mobile design best practices are for CX Professionals. Understand The Connected Consumer Ron Rogowski, Vice President, Principal Analyst, Today s consumers rely on a growing number of devices in a remarkably diverse set of locations. Attendees of this session will learn: How consumer behaviors are changing. Why context is important in designing effective experiences. What today s best practices are, with examples from leading firms. Design Experiences From The Outside In John Dalton, Vice President, Research Director, Amelia Sizemore, Researcher, Disciplined, customer-centered design processes are the key to customer experience innovation. This session will identify: How to use outside-in design processes to deliver unique experiences. How to include customers, partners, and employees in the design process. What the tried-and-true tools are to discover unmet customer needs. Engage Employees For Customer Experience Transformation Sam Stern, Senior Analyst, Engaged and empowered employees are the lifeblood of a customer-centric culture. This session will identify: Best practices for cultivating a shared customer experience vision for the B2B or B2C enterprise. Proven methods for empowering employees. Strategies for sustaining successful culture transformation efforts.

8 Track: Accelerate Rev Up For The Future Of Customer Experience Customer Experiences In The Post-PC World Tony Costa, Senior Analyst, The keyboard and mouse no longer satisfy the needs of the connected consumer. In this session, attendees will learn: The attributes of successful next-generation user experiences. The technologies enabling more natural, engaging experiences. Strategies for planning next-generation experiences. Transform Businesses From The Outside In Paul Hagen, Principal Analyst, Whether B2B or B2C, firms that seek to differentiate based on customer experience must change the way they organize and operate. In this session, you ll learn: Why future customer experiences require a new operating model. How to connect customer journey and ecosystem mapping to reshape your business architecture. How the customer experience maturity model maps to a business architecture. Build Enjoyable Experiences Ron Rogowski, Vice President, Principal Analyst, The emotional processing that drives decision-making and purchase behavior happens below the conscious level. This session will instruct attendees on: The intersection of branding, experience, and emotion. The emotional influence on decision-making and shaping experiences. Proven methods for measuring consumer emotions. Build Engaging Experiences With Location Data Tony Costa, Senior Analyst, Location is now an essential tool for understanding consumer behaviors and building engaging experiences. Attendees of this session will learn: How retailers use indoor positioning apps to augment shopping experiences. How firms leverage location data for improved space planning and inventory management. How location makes it possible to marry web analytics to real-world commerce.

9 Two days chock-full of information that is directly applicable for my job, complete with clear tangible takeaways I can implement right away. Heather Conneran Senior Customer Experience Planner, Aimia

10 Agenda: Wednesday, October 9 8:00 AM Networking Breakfast In The Solutions Showcase 9:00 AM Boost Your Customer Experience To The Next Level: Opening Remarks Harley Manning, Vice President, Research Director, 9:15 AM The Path To Customer Experience Maturity Megan Burns, Principal Analyst, 9:45 AM Industry Keynote 10:15 AM Platinum Sponsor Keynote With Lithium 10:45 AM Morning Networking Break In The Solutions Showcase 11:30 AM Industry Keynote 12:00 PM Networking Lunch And Dessert In The Solutions Showcase Fundamentals That Every Organization Needs To Succeed 1:30 PM Track: Start Apply Lessons From Outside In Award Winners Adele Sage, Analyst, 2:15 PM Intermission Practices That Transform The Way You Do Business Track: Advance The Path To Breakthrough Mobile Experiences Julie A. Ask, Vice President, Principal Analyst, Rev Up For The Future Of Customer Experience Track: Accelerate Customer Experiences In The Post-PC World Tony Costa, Senior Analyst, 2:20 PM Guest Executive Forums With Gold Sponsors 2:50 PM Intermission Fundamentals That Every Organization Needs To Succeed 2:55 PM Track: Start Map The Customer s Journey Jonathan Browne, Senior Analyst, Practices That Transform The Way You Do Business Track: Advance Understand The Connected Consumer Ron Rogowski, Vice President, Principal Analyst, Rev Up For The Future Of Customer Experience Track: Accelerate Transform Businesses From The Outside In Paul Hagen, Principal Analyst, 3:40 PM Afternoon Networking Break In The Solutions Showcase 4:25 PM Industry Keynote 4:55 PM Closing Forrester Remarks Harley Manning, Vice President, Research Director, 5:00 PM Evening Networking Reception In The Solutions Showcase 6:30 PM Conclusion

11 Agenda: Thursday, October 10 8:00 AM Networking Breakfast In The Solutions Showcase 9:00 AM Day Two Remarks Harley Manning, Vice President, Research Director, 9:15 AM Customer Experience Innovation From The Outside In Kerry Bodine, Vice President, Principal Analyst, 9:45 AM Industry Keynote 10:15 AM Industry Keynote 10:45 AM Industry Keynote 11:15 AM Morning Networking Break In The Solutions Showcase 11:50 AM Guest Executive Forums With Gold Sponsors 12:20 PM Networking Lunch And Dessert in The Solutions Showcase Fundamentals That Every Organization Needs To Succeed 1:20 PM Track: Start Measure The Customer Experience Megan Burns, Principal Analyst, 2:05 PM Intermission Fundamentals That Every Organization Needs To Succeed 2:10 PM Track: Start Develop A Customer Experience Strategy John Dalton, Vice President, Research Director, 2:55 PM Conclusion Practices That Transform The Way You Do Business Track: Advance Design Experiences From The Outside In John Dalton, Vice President, Research Director, Amelia Sizemore, Researcher, Practices That Transform The Way You Do Business Track: Advance Engage Employees For Customer Experience Transformation Sam Stern, Senior Analyst, Rev Up For The Future Of Customer Experience Track: Accelerate Build Enjoyable Experiences Ron Rogowski, Principal Analyst, Rev Up For The Future Of Customer Experience Track: Accelerate Build Engaging Experiences With Location Data Tony Costa, Senior Analyst,

12 1-On-1 Analyst Meetings* Expert Advice Consistently rated as one of the most popular features of Forrester Forums, Forrester 1-On-1 Analyst Meetings give you the opportunity to discuss the unique issues facing your organization. Work 1-on-1 with the analyst of your choice, subject to availability.* Serving Customer Experience Professionals Kerry Bodine Vice President, Principal Analyst Adele Sage Analyst Jonathan Browne Senior Analyst Amelia Sizemore Researcher Megan Burns Principal Analyst Sam Stern Senior Analyst Tony Costa Senior Analyst John Dalton Vice President, Research Director Serving ebusiness & Channel Strategy Professionals Julie A. Ask Vice President, Principal Analyst Paul Hagen Principal Analyst *Analyst participation is confirmed as of the date of this publication. Ron Rogowski Vice President, Principal Analyst

13 Sponsors Gain Insight Into Technology Solutions To Help You Succeed Platinum Sponsor Gold Sponsors Silver Sponsors VISIBILITY Sponsors Media Partners Please Join Us For The Welcome Networking Reception Tuesday, October 8 from 5:30-7:00pm Sponsored By: If you are interested in sponsoring a Forrester Forum, please us at sponsorships@forrester.com or call FORUM (3-6786).

14 Registration forrester.com/cxw Register before August 31 to save $200! Before August 31 As of August 31 Four seats for the price of three Clients $1,995 $2,195 $6,585 Non-Clients $2,195 $2,395 $7,185 Nonprofit, Government, Or Educational Institutions $1,895 $2,095 $6,285 If your company is a Forrester client, you may have prepaid Event Seats or Service Units available to cover the cost of attendance. Please contact Forrester Events or your account manager to inquire. Visit forrester.com/events for pricing and registration details, terms, and conditions. CONNECT WITH FORRESTER AND EVENT ATTENDEES Twitter: Follow the Forum buzz at #FORRForum. Mobile App: Customize your Forum schedule and connect with attendees. Communities: Extend conversations through your role community: community.forrester.com.

15 Hotel & Travel JW Marriott Los Angeles L.A. LIVE 900 West Olympic Boulevard Los Angeles, CA Phone: Special Rate Information Forrester has negotiated a group room rate at the JW Marriott Los Angeles L.A. LIVE for Forum sponsors and attendees. Room reservations received by Monday, September 23, 2013, will be eligible for the group rate of $269 plus applicable taxes and fees for single or double occupancy. The negotiated group rates are based on availability and apply to reservations for Monday, October 7, 2013, through Thursday, October 10, To receive the group rate, mention the Forrester Research Forum when making the reservation or register online at The cost of accommodation and travel is not included in the registration price.

16 , Inc. 60 Acorn Park Drive Cambridge, MA Forrester s Forum For Customer Experience Professionals Boost Your Customer Experience To The Next Level October 9 10, 2013 JW Marriott Los Angeles L.A. LIVE Visit forrester.com/cxw13 or call Join Forrester in Los Angeles for its 2013 Forum For Customer Experience Professionals and: Accelerate your success. Through keynote and track sessions led by Forrester analysts, we deliver thought leadership and practical advice designed for your role that you can apply to your business challenges the day you return to the office. Learn from your peers and other experts in the field. Industry speakers, who are dealing with the same challenges as you, will share their success stories and respond to your questions. Engage with Forrester analysts. Through prescheduled 1-On-1 Analyst Meetings, you can engage with Forrester analysts to work through how to apply what you are learning at the Forum when you are back at your company. Connect with peers. During discussions and roundtables or over a drink, share and gain knowledge and new perspectives from a network of peers more than 900 delegates attend facing similar challenges. Get an exclusive first look at new research and survey data. Be the first to hear about Forrester s latest big ideas and survey results. Scan for more information.