Customer Experience Culture & Engagement

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This session will provide valuable insights and the steps required to instill & sustain a successful customer-centric culture. It will provide real-world financial services examples – in addition to relevant Walt Disney Company best practices. ·· Gain a clear understanding of what is a customer-centric culture and how it drives employee engagement, market differentiation, customer loyalty and revenue growth ·· “Tools You Can Use” - Learn how to transform a culture by utilizing the “Customer-Centricity Chain”, “Culture by Design” and “Compass Approach”.

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Erin Rich will share the journey Wells Fargo Advisors has been on to truly put clients at the center of everything WFA does. In particular, she’ll discuss the challenges and successes she faced in starting up a new Client Experience team and changing the conversation to start with clients’ needs. She’ll then share a few client experience tactics and tools which are now becoming part of how WFA does business. She’ll share her multi-year approach to this challenge, including:

• Establishing a strategic approach to improve the client experience across all distribution channels, with only a handful of direct team members
• Creating and communicating a foundational measurement construct that is easy for team members at all levels to understand and act upon
• Building a Voice of the Client Program that includes not only measurement, but also action to incorporate the Voice of the Client in strategy and throughout the project lifecycle
• Championing a Client Experience Toolkit that is now being used in project design, planning, execution, and post-launch measurement (and demonstrating the success that can be attained by using the Toolkit in one of her team’s own projects)
• Tactics for gaining buy-in and support at all levels of the organization

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Many organizations have made a verbal or written commitment towards improving the customer experience, but are they really following through? Most are not, according to a study conducted by MaritzCX. Even in today’s big data world where information is everywhere, companies struggle to completely leverage all of their customer-generated data. This shortcoming represents missed opportunity, and ultimately, revenue lost.
Learn more about the findings generated by, "MaritzCX’s Voice of the Customer: Practices and Challenges Study" and then use these eye-opening results to maximize your organization’s VoC program.
Here’s what you’ll learn:
· Most common challenges organizations face in leveraging VoC programs
· What type of companies have the most successful VoC programs and why
· How your organization’s VoC program compares to those of others in the financial services industry
· How VoC efforts in the financial services industry compare to others across market sectors
· Best practice solutions for capturing, integrating, analyzing, and reporting the data

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Karen is building out a new capability for MasterCard to deliver digital commerce experiences for consumers. This is beyond the traditional business of MasterCard where a consumer swipes a piece of plastic into a point of sale terminal into the broader world of digital. She has also been helping MasterCard see the world in customer centric ways. This is an interesting conversation, given that MasterCard is primarily a B2B2C company where the end to end touch points with consumers are shared with customers. Karen will share learnings from the broader MasterCard journey. Audience Learning Objectives:

• B2B2C Customer Experience
• Digital Transformation
• Driving Organizational Customer Centricity

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Getting your organization on board with your customer experience efforts from the executive level to the grass roots level is no easy task. This panel will look at what it takes to get buy-in across the organization. Learn:

• How to demonstrate the connection between cx and business outcomes
• Methods for encouraging true behavior change vs. just paying lip service to the idea of cx
• How to show even non-customer facing employees how they impact the customer experience

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This panel will look at the importance of establishing a formalized complaint management process at your organization and how to run it effectively. Panelists will address:

• How to establish a complaint management process and who should own it
• Examples for how to effectively and efficiently capture customer complaints
• Ideas around governance and oversight—how do you ensure that everyone has a line of sight to the information and how do you engage leaders
• How to report on it and how to share the date in an impactful way
• How do you prevent it through managing the proper KPIs

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Synchrony Financial has recently completed its third annual study on the impact of digital technology on the retail landscape. This study gathered insights on how US consumers view digital technology while shopping and what they expect in this new omni-channel world. Based on this customer voice, we outline new strategies that will help attract customers, enticing them to be loyal shoppers and brand advocates.

Below are key audience take-aways:
• Feedback from our 2015 Digital Study tells us:
o Almost 50% of survey respondents are now shopping using a mobile device
o One third are purchasing a product after seeing it on social media
o About 30% of survey respondents say that text messages would drive an incremental visit
• How do businesses use this feedback to meet the new habits and desires of the consumer? Some strategies include:
o Use digital technology to create personalized, timely offers and customized alerts
o Ensure the shopping experience is truly “omni” by seamlessly integrating digital into the retail experience
o Maintain a social presence. Don’t ignore social media influencers and bloggers in your media mix.

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During this session we will decompose the “red tape” in financial services thread by thread and discuss strategies for overcoming obstacles to innovation. You will walk away with:
· A proven, multi-step process for new product/service introduction
· Strategies that earn sponsorship for innovation from the C-suite
· Lessons learned from legal and compliance leaders on quickly evolving regulatory change
· Tips on how to engage vendors to support innovation

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At CXFS, you’re in control! Get involved in our unique, open-mic, peer-to-peer tables for the best conversations you’ll have all year. Talk about your key challenges and hear how other institutions are overcoming them. After 30 minutes, you’ll rotate tables and tackle a new topic with a new expert host. Suggested topics:

Table 1: Creating A Sustainable Customer-Centric Culture For True Market Differentiation
Darryl Michael Speach, Chief Customer Officer, Graystone & Co.

Table 2: Living Services And Loyal Customers
Abram Sirignano, Group Director, Fjord Design, An Innovation From Accenture Interactive

Table 3: Making It Easy For Your Employees To Be Brand Advocates
Janis Avila, Managing Director, Client Experience, Union Bank

Table 4: What’s Preventing You From Getting The Most From Your VoC Program?
Matt Inman, Senior Strategic Consulting Director, Maritz CX

Table 5: Complaint Management To Drive CX Improvement
Natalie Higgins, VP, Consumer Finance, Customer Experience, Citizens Bank

Table 6: Breaking Through The Red Tape: How To Encourage Continuous Innovation In A Heavily Regulated Environment
Geriel Thornburg May, Director, Customer Experience, Genworth Financial

Table 7: Fostering Brand Advocates—Turning Your Best Customers Into Your Best Marketers
Maritza DiSciullo, SVP, Markeing, Northwest Federal Credit Union

Table 8: Ensuring Consistent And Successful Experiences When You Don’t Own All Aspects Of The Customer Journey
Ben Hoffman, AVP, User Experience and Customer Experience, The Hanover Insurance Group

Table 9: Aggregating, Analyzing And Acting On Voc Data Across The Enterprise
Pam Hess, Manager, Field and Client Experience, COUNTRY Financial

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Join your fellow CXFS attendees for cocktails and fun after a busy day!