1. 8th Edition
Customer Experience
Incorporating a Service Orientated Approach
to Engage Customers and Enhance the Holistic
Customer Experience
July 17 – 18, 2012
Chicago, IL
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Chairperson:
Transform the experience through customer empowerment.
Christopher Tam
Director, Customer Experience Marketing
Hilton Worldwide Featuring Case Studies from Leading Customer Experience
Experts Including:
Attending this Premier marcus evans Graham Tutton Christopher Tam Lisa K. Wilson
Conference will Enable You to: Vice President, Customer Journey Director, Customer Experience Director, Consumer Insights
& Insights Marketing UnitedHealthcare Medicare
• Utilize innovative insights methodologies to capture Comcast Corporation Hilton Worldwide & Retirement
unstated needs of the market
• Harness proven cross-industry approaches to asset Kareema Mejri Brad Benton Vera Gavrilovich
Vice President, Customer Director, Rewards Global Programs Director, Customer Experience
reallocation within the customer experience strategy
Experience and Persistency, Marriott International ADT Security Services
• Outline a unified framework across all customer International Business
facing touch points to engage the entire workforce Metlife Amy Hahn Lynne Adame
in experience delivery Director, Hershey's Senior Director, Communications
• Leverage the benefits of internal and external branding Tom Moran Direct to Consumer Sodexo
Director of Customer The Hershey Company
to achieve a robust customer experience and Partner Experience
• Explore the role of various siloed disciplines in the delivery Susan Forgie
Microsoft Robert Bachman Director, Customer Experience
of a superior customer experience Director of Customer Experience Management
• Bring a cross-enterprise mindset to customer Peter Neill Avaya McAfee, Inc.
Chief Customer Experience Officer
experience initiatives
Level Three Communications Andrea Papadakis Karl Sharicz
Manager Director of Customer Intelligence
Who Should Attend: Michael Beaser Avaya
Director, Customer Experience SimplexGrinnelll
marcus evans invites C-Level Executives, EVPs, SVPs, Fidelity Investments Candy Michael
VPs, Directors, Heads, Senior Managers and other senior Vice President
executives from all industry sectors Martie Woods of Customer Feedback
Vice President, American General
• Customer Experience • Brand Communications
Chief Experience Officer Life Companies
• Customer Intelligence • Customer Relationship Deluxe Corporation
• Customer Journey Management
• Customer Retention • Loyalty Marketing
• Customer Insights
Silver Sponsors: Business Media Partners:
Development Partner:

2. Pre-Conference Workshops | Monday, July 16, 2012 Day One | Tuesday, July 17, 2012
12:00 Workshop Registration 7:30 Registration and Morning Coffee
1:00 Workshop A 8:15 Chairperson's Opening Remarks
Developing a Voice for Customer Experience in Customer
Engagement Strategy Development to Promote Consistency
UNDERSTANDING SHIFTING CUSTOMER NEEDS
and a Holistic Brand Experience
• Investigating customer engagement strategy as a pre-cursor for design
of holistic customer experience campaigns 8:30
• Implementing customer engagement into initial customer experience Unifying Customer Touch Points to Manage Experience
design strategy to improve tactics and approach and Develop Attainable Expectations
• Aligning customer engagement strategies with current customer • Recognizing the value of a customer life-cycle approach in delivering
experience delivery methods to ensure promotion of an integrated a consistent experience
customer experience • Establishing a consistent message from management to the front
• Developing an integrated framework customized by unique lines to promote attainable customer expectations
organizational structures and needs for delivery of an assimilated
• Structuring a framework that elicits internal buy-in from each
engagement and experience initiative
customer facing touch points across the enterprise
Bruce Bolger, Managing Director
Peter Neill, Chief Customer Experience Officer
Enterprise Engagement Alliance
Level Three Communications
3:00 Networking Break 9:15
Embedding a Humanization of the Customer as a Starting Point
3:30 Workshop B
for Developing and Maintaining Relationships with the Customer
Re-examining Net Promoter Scoring through a Practical • Quantifying the value an integration of emotional triggers
and Systems Approach to Understanding the Holistic has on brand identity
Customer Experience
• Examining the process of building meaningful relationships
• Exploring managing all sources of incoming customer feedback
and increasing customer loyalty through humanizing the customer
through a formalized customer experience management system
• Investigating the sequence for integrating emotional elements into
that is built around Net Promoter Score (NPS)
the design and delivery of customer experience campaigns
• Understanding approaches for driving NPS to the highest state
Lisa Wilson, Director, Consumer Insights
possible through examining organization-specific dynamics
UnitedHealthcare Medicare & Retirement
for customer feedback management
• Comprehending the need for a fully engaged and energized 10:00 Networking Break
workforce equipped with appropriate tools and processes in order
to drive customer satisfaction and loyalty and improve the NPS 10:30
Karl Sharicz, Director of Customer Intelligence Exploring Sound Customer Experience Research Methodologies
SimplexGrinnell to Ensure Meaningful Experience Design and Delivery
• Re-examining the utility of closed loop systems for enhancing
5:30 End of Day the design of customer experience initiatives
• Investigating the role of ethnographic research in driving insight
and innovation in customer experience programs
• Investigating the customer centric research process and the value
of the iterative qualitative and quantitative approach
• Transforming unstructured research data into usable knowledge
WHY YOU MUST ATTEND: through the customer strategy model
Martie Woods, Vice President, Chief Experience Officer
Customer experiences can make or break a company. In today's market, Deluxe Corporation
there is an evolving power shift between the customer and the providers
of goods and services. Now, a c-change has shifted the emphasis 11:15
on customer power, thus causing organizations to seek ways to improve Integrating the Voice of the Customer through Performance
the customer experience. Companies must learn to incorporate a caring Metrics to Support Cross-Enterprise Decision Making Processes
service orientated approach versus the traditional sales approach. • Investigating transforming the voice of the customer into actionable
In addition, organizations must learn to "help" rather than "sell" business intelligence methods
in order to stay ahead of competition. • Examining the process of reducing operating costs by providing
customers self-service options based on feedback
Competition for customers is fierce in today’s marketplace. Success • Identifying at-risk customers through understand the root causes
is now determined by the total experience customers have with a brand. of dissatisfaction to enhance brand identification
Excellent customer support must be integrated into the organizational Responsetek
culture from the top down to the front-line. Understanding the total
customer experience is necessary for customer retention and brand 12:00 Networking Lunch
loyalty and it is more important than ever to keep the customer not just
happy, but engaged and excited about the quality of their experience.
While addressing these central issues, the 8th edition Customer MARKETING INFO
Experience Conference will build upon this foundation through
A limited amount of exhibition space is available at the conference. Sponsorship
a discussion of the strategies and insights needed to keep ahead of the opportunities covering luncheon, evening functions and documentation also exist.
changes in customer stated and unstated needs to incorporate a caring For further details, please inquire to Michele Westergaard,
service orientated approach to engage and retain customers. michelew@marcusevansch.com or 1 312 540 3000 ext 6625.

3. Day One | Continued Day Two | Wednesday, July 18, 2012
1:00 7:45 Registration and Morning Coffee
Reinventing the Healthcare Experience Utilizing a Customer
Experience Model 8:15 Chairperson’s Opening Remarks
• Moving from a "client first" to a "patient first" perspective
to enhance the delivery of customer experiences BRINGING A CROSS-ENTERPRISE MINDSET
• Training front line employees to engage in positive experiences with TO CUSTOMER EXPERIENCE INITIATIVES
patients in the healthcare atmosphere
• Utilizing the patient satisfaction score to enhance customer experience
campaigns in the hospital environment 8:30
Lynne Adame, Senior Director, Communications Utilizing Employee Engagement Strategies to Invigorate
Sodexo Healthcare a Customer Centric Attitude
• Exploring numerous styles of employee engagement incentives
1:45 to promote internal customer centric culture
Exploring Direct Interaction Tools for Enhancing Techniques • Searching for opportunities for employee recognition at various
for Collaboration touch points across the enterprise
• Examining the role of self-service tools to create meaningful • Deploying the use of departmental panels to identify current
interactions with customers engagement levels of employees
• Understanding the process of implementing direct-interaction tools • Organizing employee role playing sessions to gauge standards
into customer experience initiatives of quality of employee-customer interactions across the departments
Teletech Christopher Tam, Director, Customer Experience Marketing
Hilton Worldwide
LEVERAGING THE BENEFITS OF INTERNAL AND EXTERNAL
9:15
BRANDING TO ACHIEVE A ROBUST CUSTOMER EXPERIENCE
Formulating Customer Experience Strategies for Social and Tradi-
tional Media Channels to Compete in a Digital Marketplace
2:30 • Recognizing the value of a unified strategy for delivering customer
Giving Customers Control and Voice: Rethinking Brand Marketing experience initiatives through social media and traditional channels
Strategies for a Customer Driven World • Identifying target audiences to increase operational effectiveness
• Exploring the value of integrating voice of the customer into brand and financial outcome from social media and traditional channels
marketing strategies to improve the bottom line • War gaming social and traditional media channels to mitigate
• Investigating branding strategies that create a sense of customer reputational risk Black Swans
empowerment in experience design • Establishing tactics to avoid consumer fatigue in the new media landscape
• Increasing positive brand identity through deployment of customer Amy Hahn, Director, Hershey's Direct to Consumer
centric brand strategy development The Hershey Company
• Developing customer "self-help" strategies to enhance usability
of engagement tools 10:00 Networking Break
Graham Tutton, Vice President, Customer Journey & Insights
Comcast Corporation 10:30
Breaking Down Organizational Silos to Create Meaningful
3:15 Networking Break Alliances that Enhance Customer Experience
• Realizing the positive impact of removing organizational barriers
3:45 to promote effective customer experience delivery
Identifying Reputational Risk Factors to Solidify on Mitigation • Creating internal communication channels that enhance communication
Solutions that Protect a Positive Brand across traditionally siloed businesses to ensure consistency across
• Designing robust customer experience platforms based the customer journey
on the identification and mitigation of reputational risk factors • Ingraining methodologies that promote collaboration between
• Creating repeatable mitigation strategies to protect brand identity marketing and customer experience professionals to align
when utilizing an outsourced model external messages
• Safeguarding brand identity when employing an external • Enhancing the delivery of customer experience initiatives through
distribution network the development of coalitions with front-line information technology
Candy Michael, Vice President of Customer Feedback professionals from various communication channels
American General Life Companies Tom Moran, Director of Customer and Partner Experience
Microsoft Corporation
4:30
Quantifying the Value of Loyalty Programs to Gain 11:15
Management Buy-In Creating Exceptional Customer Experiences and Improved
• Studying the delivery methods and value of loyalty programs Loyalty through Integrating a Layered Process Model into
in a B2C market to augment the customer experience Customer Experience Initiatives
• Determining the impact of tangible B2C loyalty rewards • Realizing the impact of customer communications for problem
on the bottom line solving across the enterprise
• Examining the role of loyalty programs for create a sense of unity • Investigating the importance of customer connections
through international initiatives and commitments to the bottom line
Brad Benton, Director, Rewards Global Programs • Exploring how to delight customers through continuous customer
Marriott International experience improvement methods and measurements
Pete Psichogios, President, Performance Group
5:15 Chairperson's Closing Remarks
CSI International
5:30 End of Day One

4. Day Two | Continued
12:00 Topical Lunch 4:15
Exploring a Formulaic Approach to Customer Experience Design
EXPLORING THE ROLE TRADITIONALLY SILOED DISCIPLINES through Prioritizing Individiual Customer Experiences
HAVE IN DELIVERING SUPERIOR CUSTOMER EXPERIENCES • Aggregating all feedback sources, including multi-channel survey
inputs, to optimize understanding of the customer wants and needs
• Improving customer relations using a track and follow up system
1:00
that assigns and prioritizes customer comments through a functional
Enhancing the Customer Experience and Persistency Across
approach to consumer engagement
Global Operations
• Closing the loop by utilizing a push/pull status method for field
• Examining markets in the UK, Latin America and Asia to enhance
managers through regular home office updates
the Customer Experience and Persistency results across our
Michael Beaser, Director, Customer Experience
global operations
Fidelity Investments
• Exploring strategies to decrease cost, improve persistency
nd enhance customer loyalty around the world 5:15 Chairperson's Closing Remarks
Kareema Mejri, Vice-President, Customer Experience and Persistency,
International Business 5:30 End of Conference
Metlife
1:45
Forming Coalitions with Internal Analytics Teams to Bring
Meaning to Customer Experience Design and Delivery
• Promoting an alliance with the internal analytics team to enhance
the customer journey
• Identifying structured approaches to priority identification that
includes analytics and experience input
• Leveraging innovative alliances to increase effectiveness of customer
experience initiative
Susan Forgie, Director, Customer Experience Management
McAfee, Inc.
2:30 Networking Break
3:00
Deploying Cross-Enterprise Communication Tools to Promote
Engagement Platforms
• Using cross-enterprise communication tools to optimize social
advantages and improve employee engagement strategies throughout
the organizational culture
• Understanding how to successfully navigate and utilize cross-enterprise
communication tools to promote employee enthusiasm
for customer experience
• Leveraging existing business systems with cross-enterprise
communication tools to maximize promotional potential
for customer experience initiatives
Robert Bachman, Director of Customer Experience
Avaya
Andrea Papadakis, Manager
Avaya
3:45
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Revitalizing Employee Recognition Incentives
in the Outsourced Model
• Providing immediate on-site managers with the resources necessary
to implement employee recognition programs in individual branches LET US BRING THE TRAINING TO YOU!
• Presenting tools to create special events and recognition experiences
marcus evans In-House Training – Tailored solutions to meet your company's specific needs
to enhance employee morale
Vera Gavrilovich, Director, Customer Experience Exceptional Trainers: Annual global course portfolio over 3000 events a year guarantees
access to the world's best trainers.
ADT Security Services
Custom designed: Your team provides input into content and delivery through survey
and consultation with trainers to match your unique training needs.
Confidentiality: Your team may talk openly about their experiences and organizational needs
in a secure and confidential environment.
Cost-effective: Maximize your budget by cutting out travel and lodging expenses while also
maximizing employee productivity and saving time.
PRODUCER INFO:
Any Training, Anytime, Anywhere
I would like to thank everyone who has assisted with the research and organization
of the event, particularly the speakers for their support and commitment. For full information on open enrollment and in-house training go to www.marcusevanspt-us.com
Kristi Kawanna, kristineka@marcusevansch.com. or contact Anthony Knox at anthonyk@marcusevansch.com.