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Program Agenda

Learn how to develop a CEM STRATEGY that will leverage your CRM investment.

Best-in-class industry leaders will present new, marketable concepts for customer satisfaction, employee motivation & rewards, incentive-based compensation, customer retention & loyalty-and how all are linked to maximizing your ROI.

Skill-building sessions will promote excellence in developing world-class CEM strategies that will drive your company's bottom line.

DAY 1: WEDNESDAY, MAY 25, 2016
8:00 am - 5:00 pm CX Summit Day Sessions in the Constitution Room with Registration (Continental Breakfast in Morning)
9:00 am - 9:45 am
Building a CEMDNA Playbook Strategy That Leverages CRM Technologies to Enhance the Customer Experience
Vivian Blade, President & CEO, Experts in Growth & Leadership Consulting LLC (EiGL)
Bill Moore, Vice President, Employee Engagement, Customer Relationship Management Institute

Session Description

Learn how to implement an effective Customer Experience Management (CEM) Strategy that increases your sales and profits and improves customer retention by dramatically elevating customer satisfaction and loyalty. The process is broken down into 12 essential building blocks that focus on acquiring, retaining, growing and winning back customers.

9:50 am - 10:35 am
Customer Journey Management
Dennis Gershowitz, Vice President, Service Strategies Practice, Anthony & Alexander Group LLC
Karl Sharicz, Founder & Principal, CX Partners

Session Description

Today, customers seek information on products and services through company websites, mobile apps, social media and contact centers. These "journeys" can often take place over a period of time, across multiple touchpoints and through these different channels. That's why leading companies have learned to design optimal customer journeys that benefit both the customer and company. Learn how these organizations are being proactive in engaging customers to move them along their lifecycle in an easy and supportive manner. Companies need to implement a new system of engagement to complement their existing processes, whereby each and every customer receives seamless and consistent CX.

10:35 am - 10:50 am Break
10:50 am - 11:35 am
Next Level Customer Care in the Age of Marketing Automation
Nadji Tehrani, Chairman & CEO, Technology Marketing Corporation
Steve Brubaker, Chief of Staff, InfoCision

Session Description

Companies will spend billions of dollars this year on customer relationship technologies and customer experience is a hot topic, yet there are very few organizations truly delivering what Nadji Tehrani and Steve Brubaker describe as Next Level Customer Care™. Businesses will reap significant financial benefit from dedicating more resources to retain the customers they already have, rather than focusing only on new customer acquisition. They can do that by "Going the Extra Mile" to elevate the customer experience.

Nadji and Steve, authors of the book, Taking Your Customer Care to the Next Level™ will share from their extensive industry experience and offer guidance in developing your customer engagement process to effectively achieve success and improve ROI.

11:40 am - 12:25 am
Employee Engagement/Recognition
Bill Moore, Vice President, Employee Engagement, Customer Relationship Management Institute

Session Description

Customer-centric companies know how important it is to reward and recognize their employees. They understand that the use of both formal and informal recognition programs as part of their organization's Customer Experience Management (CEM) Strategy will positively influence employee behaviors and cultivate a culture that puts the customer at the center of its business and with measurable results. Learn how to engage and recognize employees who consistently provide superior customer experiences through recognition programs that inspire and engage employees to exceed customers' expectations one experience at a time.

12:30 pm - 1:30 pm Lunch in the Constitution Room
1:30 pm - 2:15 pm
Analytics Technology
Vishal Kumar, President & CEO, AnalyticsWeek

Session Description

The impact of Big Data is only getting bigger. Businesses are collecting, processing and analyzing vast quantities of data every day, but how are they extracting value from it? Successful companies employ an analytics strategy to understand exactly what their customer needs, through in-depth analysis, staying ahead of the competition and determining the unique selling points of their product or service. They know how to better serve their customers by analyzing data to map their customer journey and exceed their expectations. If you want to succeed in customer engagement, you can't just guess what your customers want or dictate the ways you can help—you need to listen to them and make sure you're staying relevant and useful. As such, you need to understand the way analytics—whether it be text, speech or social—can serve your business goals and what you can learn about your customers by examining unstructured data. In this session, you will learn how analytics technology can help you sort through all this data so you can improve customer service and reach new markets.

2:20 pm - 3:05 pm
Contact Center Technology That Drives Customer Loyalty
Trevor White, Director, Solution Sales; RMG Networks

Session Description

Enterprise Feedback Management technology is a system of processes and software that enables organizations to centrally manage the deployment of surveys. EFM fosters operational Customer Experience Management (CEM) by integrating social, local, mobile, and commercial sources of customer and employee feedback, analyzing and presenting feedback throughout the enterprise, and driving action to improve customer acquisition, retention, and growth. EFM systems typically provide different roles and permission levels for different types of users such as novice survey authors, professional survey authors, survey reporters and translators. EFM can help an organization establish a dialog with employees, partners, and customers regarding key issues and concerns and potentially make customer-specific real time interventions. This session focuses on how EFM technology can help your clients transform to new levels of customer centricity&8212;the goal and aspiration of every chief executive.

3:05 pm - 3:20 pm Break
3:20 pm - 4:05 pm
Win/Loss Analysis and Service Revenue Strategy: Key CX Strategy Components
Patricia R. Lysak, President and CEO; Impole Corporation
Evans Manolis, President; Marketii Medical

Session Description

Every company needs a clear revenue stream strategy to arm their sales teams with the right intelligence about their prospects' "buy" intentions and timeframe. As a result, deeper knowledge of account dynamics produces high quality opportunities and agile sales planning, thus improving win rate.

Conducting a win/loss analysis for your organization is one of the most cost-effective ways of generating the insights you need to increase revenue and grow your business. In this session, we will address the importance of conducting win/loss interviews, analyzing results and implementing lessons learned.

If you're a service executive, you need to have a comprehensive and repeatable sales system in place that will help sell service contracts more effectively and efficiently. In this session, you will:

  • Learn why and how service and sales should work together.
  • Discover the 6 reasons service techs fail at growing revenue.
  • Learn the single most important factor in selling service/support.
  • Understand why handling objections is not as important as most sellers think.
  • Develop a plan to help avoid the trap of discounting service contracts that leads to increased margin and profits.
  • Understand the value of service and how it differentiates your company from competitors.
4:10 pm - 5:00 pm
Winning Well: How to Create Engaged, Aligned and Accountable Teams for a Best in Class Customer Experience
David Dye, Leadership & Employee Engagement; Let's Grow Leaders

Session Description

If you're like most leaders, you struggle with team alignment and accountability. During this session, you will receive clear, specific tools to help your teams focus on what matters most, create buy-in and hold accountability conversations you feel good about afterwards. Your customer doesn't care how you perform on your internal scorecard. Get the tools to cultivate an innovative, responsible, results-oriented team that delivers a best-in-class customer experience.

5:15 pm - 7:30 pm
Birds-of-a-Feather Networking Reception with Sponsors and Author's Corner

Bob Thompson: Hooked on Customers
Nadji Tehrani & Steve Brubaker: Taking Your Customer Care to the Next Level
David Dye: Winning Well: A Manager's Guide to Getting Results—Without Losing Your Soul

DAY 2: THURSDAY, MAY 26, 2016
7:00 am - 5:00 pm Conference in the Seaport Ballroom with Registration and Exhibits
7:30 am - 8:00 am Concurrent CEMDNA Playbook Strategy Breakfast Roundtables
  • Roadmap to CEMDNA Strategy (Table 1)
  • Omnichannel Contact Center Strategies (Table 2)
  • Redefining the Customer Experience (Table 3)
8:15 am - 8:30 am
Welcome, Opening Remarks
Dennis L. Gershowitz, Vice President, Service Strategies Practice; Anthony & Alexander Group, LLC
8:30 am - 9:30 am
KEYNOTE: View From the Top — Building Customers For Life
Rick Randall, CEO; OMNILife science

Session Description

The road to building customers for life starts with a well-designed and executed CEM Strategy that provides the blueprint to continuously exceed customer expectations. Companies that can achieve this will find their "yellow brick road" to customer loyalty. The blueprint includes the processes for proactively managing every interaction customers have with your organization. The key objective of a CEM Strategy is to evolve a business' DNA to the point where all employees are on board working together to ensure exceptional customer experiences. A successful CEM strategy must focus on the "Big 4" business goals—Acquisition, Retention, Growth and Winning Back lost customers. This focus is clear: customers—not products or services—are the source of all revenue and profits.

Our keynote speaker will share the secrets to engaging employees at all levels to support their company's CEM strategy, touching on their successes and following the road to building customers for life. Attendees are sure to learn strategies and tactics for successful CEM implementation that they can use right away in their own organization.

9:30 am - 10:15 am
PANEL: Building a Competitive Advantage Through Benchmarking and Analytics

Justin Adams, Senior Director of Global Support Services; Alfresco Software, Inc.
David Licosati, Vice President, Sales and Business Development; Service Strategies Corporation
Kevin Scanlon, Senior Director, Total Customer Experience; EMC Corporation

Dennis L. Gershowitz, Vice President, Service Strategies Practice; Anthony & Alexander Group, LLC

Session Description:

Every company should have a CEM Strategy, but are you getting the most out of yours? Do you have the right processes in place to gain a competitive advantage? Companies are now focused on areas like benchmarking, customer analytics and competitive analytics to help them secure an upper hand. Benchmarking is an opportunity to measure how your company's performance compares to that of your peers and competitors. It's also a way to see whether your organization is reaching its goals and how its current performance compares to past performance. It's a really great way to see just how well you're doing and who has the competitive edge. From there, you can create a plan that will help you keep your leading edge on the competition, or if you're lagging, help see what you can do to push ahead.

Customer analytics is the methodical evaluation of a company's customer information to identify, attract and retain the most profitable customers. The goal of customer analytics is to create a single, accurate view of the customer so you can make decisions about how best to acquire and retain customers, identify high-value customers and proactively interact with them. But ensuring that you have enough accurate data is essential; otherwise any insight gathered through the process could be grossly inaccurate and backfire on you. Competitive analytics is the art of competing on analytics. This requires building a competitive strategy around data-driven insights that generate positive business results. The analytics include quantitative and statistical analysis and predictive modeling used by informed senior leadership with powerful information technology. Competing with analytics provides the critical differentiation for companies that have similar products, use similar technology, business processes and have been affected by globalization.

The panelists will share their strategies and tactics for improving your CEM Strategy through areas including customer analytics, competitive analytics and change management to gain control of the customer experience and build standards for all departments and business units needed to give you a competitive edge.

10:15 am - 10:30 am Break
10:30 am - 11:15 am
PANEL: How CEM Change Management Drives CX

Carol Esau, Vice President, Global Technical Support; Progress Software
Scott Landry, Vice President, Global Customer Support; Akamai Technologies
Rob McCabe, Vice President, Global Customer Support; CA Technologies

Dennis L. Gershowitz, Vice President, Service Strategies Practice; Anthony & Alexander Group, LLC

Session Description:

Change management takes control of the customer experience and uses that knowledge to drive cultural change within the organization. How? By designing, executing, monitoring, measuring and continuously improving on how the customer experience is handled across the services organizations and all other customer-facing components of the company. Change management starts with a strategy driven by senior management that recognizes that the delivery of a superior customer experience is a differentiating advantage. An effective change-management framework promotes a customer-centered approach to every facet of your organization—from product development to customer service. As such, you need to affect changes to the organizational structure, processes, and culture. Begin by assessing the key stakeholders, reviewing processes and making modifications to be more customer-centered. It's critical to ensure that your "vision" shows how all the components of the customer, business, marketing, and technology are accounted for as your strategy evolves.

This session imparts how important change management is to building and sustaining customer loyalty. It's critical to engage your employees and other stakeholders early—appealing to people's emotional side as well as their intellectual side—to help influence change throughout the organization.

11:15 am - 12:00 pm
PANEL: Engaged Employees are a Key Driver for Gaining Customer Loyalty

Nadim Habib, Senior Manager, Worldwide Support; Nutanix
Jesse Hoobler, Global Director, Worldwide Software Support; Pitney Bowes
Erin McMillan, Vice President, Customer Operations; Cox Automotive

Dennis L. Gershowitz, Vice President, Service Strategies Practice; Anthony & Alexander Group, LLC

Session Description:

To be a truly customer-centric organization you need to engage your employees to help build customer loyalty and, in turn, boost your bottom line. Satisfied, loyal employees tend to cultivate those same qualities from customers and other stakeholders with whom they interact. More to the point, customers form a perception of your company based on the knowledge, skills and personality of your employees with whom they interact—not based on your web site or other marketing efforts.

That's where an effective Voice of the Employee (VoE) program can deliver real, actionable insight to help you understand how your employees drive customer engagement at every point of your business. Gathering data from employee feedback surveys is the best way to start. Combined with other business and employee information, you can then create a 360 degree view of your employees and how they impact your customer experiences. It's important to ask employees for their input into how the company can better serve its customers and strengthen competitive advantage.

Our panel talks from direct experience about how to properly engage, motivate and compensate employees to ensure they consistently deliver outstanding customer service and support. Done right, a VoE program will help you understand where to invest in your people to maximize ROI by building customers for life.

12:00 pm - 1:30 pm Lunch in the Flagship Ballroom with Exhibits
1:30 pm - 2:15 pm
KEYNOTE: Customer Loyalty is an Essential Measurement for Financial Success

Diane M. Magers, CCXP, Office of the Customer; AT&T

Session Description:

More and more, the concept of customer loyalty is being used as an important tool for organizations in their efforts to create shareholder value. Companies are striving to identify those business elements (e.g. product innovation, speed of delivery, customer service, etc.) that have the greatest impact on customers, and therefore result in a substantial increase in customer loyalty. This analysis has become a crucial first step as companies seek new sources of competitive advantage.

It's easy to agree that satisfied customers tend to be more loyal, contribute to repeat sales, and readily refer businesses to family and friends. This translates into revenues that are both higher and more stable. It's been shown that organizations that are able to keep their customers satisfied have been successful in generating higher stock price returns. A 2005 Journal of Marketing study based on the ACSI scores of 200 Fortune 500 companies found that greater customer satisfaction equates to less fluctuation in cash flow. For every one-point increase in customer satisfaction, operating cash flows increased by $1.01 the following year (for every $1,000 in assets). So for a company with $54 billion in assets, a one-point increase in customer satisfaction translates into incremental future cash flows of $55 million and a decline of 4% in cash flow variability. Thus, higher cash flows combined with the lower cost of capital (due to stable cash flows) result in higher shareholder value.

Our keynote presenter will share how companies are using customer loyalty to increase shareholder value and how that translates into a significant improvement in the bottom line.

2:15 pm - 3:00 pm
PANEL: Omni-channel Strategy is Now a Required Component in all CX Strategies

Chris Munshaw, Director of CX Consulting; Avtex
Elaine Cascio, Vice President; Vanguard Communications Corp.
Chris Ward, Director of Customer Experience; VMTurbo Inc.

Bill Bradley, Vice President, Marketing & Business Development; Omega Management Group Corp.

Session Description:

A well-managed multichannel strategy is a critical component in a successful CEM Strategy. Through continual analysis and improvement practices, a multichannel environment can save organizations millions while providing timely, accurate information to customers. Leading service executives are now positioning their companies to achieve much higher levels of customer experience while reducing costs by implementing multichannel strategies. To maximize the value of your customer relationships, some important factors to consider include:

  • Selecting the most appropriate communication channels that best meet your customer needs
  • Integrating your IVR with web, mobile or other digital self-service channels
  • Maintaining consistency across touch points in your multichannel environment
  • Ensuring that mechanisms are in place to monitor the effectiveness of your multichannel environment
  • Implementing your multichannel strategy correctly so that risks of poor customer experience are addressed to ensure your company's reputation and brand

An optimized multichannel strategy requires a cohesive environment, integrating technology with business goals and continuous improvement strategies. This can often be difficult to achieve in the siloed departments and ad hoc technology environments of most organizations. Therefore, companies need to have the right multichannel strategies in place to maintain their competitive advantage. Our panelists will address best practices and advanced technologies that combine to create a comprehensive and scalable multichannel solution. These solutions will offer real value by aligning your business objectives with customer preferences to optimize the customer experience and improve your bottom line.

3:00 pm - 3:15 pm Break
3:15 pm - 4:00 pm
PANEL: Branding CX to Power Customer Acquisition—Retention—Growth—Win Back

Tracy Steele, Vice President, Global Technical Support Services; NetScout Systems
Bob Thompson, CEO & Founder; CustomerThink Corporation
Daniel Woods, Vice President, Global Client Engagement; Concentrix

Bill Bradley, Vice President, Marketing & Business Development; Omega Management Group Corp.

Session Description:

Many organizations have defined and implemented a successful CEM program. But when it comes to marketing, even the most customer-driven companies often fail to integrate CEM principles within their ongoing corporate marketing program. Sadly, even fewer organizations reflect their CEM success into their branding that is reflected throughout the organization. Your brand should be the rallying point for all key stakeholders, so it's vital to reinforce that branding through formal communications with your key audiences. You've been surveying and analyzing these groups for quite some time, they naturally are curious about what it all means, and what you've done with all of the responses they've provided. If you don't communicate transparently on the results of your CEM strategy, then you risk losing credibility with your stakeholders and invite them to assume the findings must be negative — why else would you keep this information under wraps?

This session will discuss how companies are capitalizing on their successful CEM programs and how their efforts are having a significant impact on the "Big 4" customer goals: Acquisition, Retention, Growth and WinBack.

4:00 pm - 4:45 pm
CASE STUDIES: CEMDNA Playbook Strategies

John Liebig, Vice President of Customer Solutions; Illumina
Albrecht Mueller, Vice President, Services & Lifecycle Support; Bruker BioSpin
Julie Oliveras, Director, Customer Engagement; Wolters Kluwer Health
Stephanie Sorrell, Director, Service Excellence; Mouser Electronics

Bill Bradley, Vice President, Marketing & Business Development; Omega Management Group Corp.

Session Description:

Our panelists describe the building blocks of their CEM strategy—how their company designed, implemented and assessed the benefits of their CEM program. They cover what aspect of the customer experience they tackled first and why, how they "sold it" to all levels of the organization, how it was rolled out to customers, what their corrective action strategy was and, most importantly, what the measurable results were. These are real-life CEM strategy implementations that provide valuable insights to any organization looking to implement or improve their CEM initiatives.

4:45 pm - 5:00 pm
Closing Remarks

Bill Bradley, Vice President, Marketing & Business Development; Omega Management Group Corp.

6:00 pm - 8:30 pm
NorthFace ScoreBoard and CEMPRO Awards Dinner in the Lighthouse Room

Keynote Speaker:
Bob Thompson, CEO & Founder, CustomerThink Corporation
Featuring Lilly The Hero Dog with David Lanteigne

Omega established The NorthFace ScoreBoard Award program in 2000 to recognize organizations who not only offer exceptional service to their customers, but who center their very existence on a deep commitment to exceeding customer expectations. This is the original industry award based solely on an organization's ability to achieve a customer satisfaction rating of 4.0 or higher out of a possible 5.0 score over a 12-month period. As the only award of its type determined by customer responses, the NorthFace ScoreBoard Award is the "Customer Choice Award" for customer service excellence.

The CEMPRO Award was established in 2012 to recognize companies who have met all the requirements to be CEMPRO-certified organizations for the previous calendar year. CEMPRO certification demonstrates mastery of best practices and uniform standards of excellence that apply to implementing and managing customer satisfaction/loyalty and employee engagement. In order for an organization to receive the CEMPRO Award, at least 90 percent of the company's customer-facing field service employees who have completed CEMPRO training must successfully pass the certification exam.

Omega and CRMI will be hosting the NorthFace ScoreBoard & CEMPRO Awards Reception and Dinner on Thursday, May 26. Once again, we are spotlighting the achievements of outstanding organizations for their success in exceeding their customers' expectations. We welcome guests to this popular, formal business attire evening with a cocktail reception and hors d'oeuvres, followed by dinner and the awards ceremony. This event is an opportunity to network with business leaders from the best-in-class in the services business.

DAY 3: FRIDAY, MAY 27, 2016
8:30 am - 9:00 am Workshops in the Constitution Room with Continental Breakfast
9:00 am - 10:00 am
Workshop I: Using an Omni-channel Strategy to Drive Customer Loyalty
Colin Taylor, CEO; The Taylor Reach Group Inc.

Session Description:

Most companies today support multi-channel customer engagement through voice, email, and chat. But now companies need to go even further by incorporating an omni-channel solution that will work seamlessly across all touch points. Omni-channel customer engagement combines multimodality, orchestration, and journey management to provide multi-channel contact center best practices for superior customer experience with compelling business outcomes.

In this workshop, you'll learn how to deliver a successful omni-channel customer experience by:

  • Identifying your target customer segments and understanding what matters most to each of them
  • Getting a baseline of the current customer journey for each segment
  • Prioritizing where to focus and mapping out the better customer journey
  • Determining the Customer Experience (CX) and Operational Metrics to measure success
  • Adjusting resources, routing and reporting to operationalize the experience

10:00 am - 11:00 am
Workshop II: Improving Agent Performance and Retention While Increasing Customer Satisfaction
Greg Borton, CEO and Founder; Listening Methods

Session Description:

Contact centers are notorious for their high rate of employee attrition. There are several factors, but no matter the reason, each instance of employee turnover adds additional costs to the company's operating budget. It takes thousands of dollars to interview, test and train call center agents—and far too many drop out before they bring any value to the business. So how can you change this? One way is to administer an agent engagement survey process to capture feedback that can be used to make improvements in job satisfaction. Agents may be frustrated by inefficiencies within the contact center that make their job harder and negatively affect the customer experience. That's where having advanced technology like sound analytics is helpful. This solution automatically analyzes entire end-to-end calls, including Voice Self—Service interactions as well as agent and caller conversations. Contact centers that implement this technology are able to dramatically reduce the internal resource requirements needed to find, diagnose and resolve issues—leading to increased agent satisfaction and better customer service.

In this workshop, you will learn the top ways to improve and retain agents:

  • Focus on Metrics that Drive Positive Agent Experience
  • Maintain a Culture of Agent Ownership
  • Reward and Recognize Best Performing Agents
  • Empower Agents Beyond Answering Phone Calls
  • Perpetuate Cross-Functional Feedback Systems
  • Provide Professional and Career Development Opportunities
  • Foster Transparent and Open Communication
  • Arm Agents with Tools that Gives them Everything they Need
  • Administer Formal Agent Engagement Surveys
  • Formalize an Exit Interview
11:00 am - 11:15 am Break
11:15 am - 12:15 pm
Workshop III: Customer Value Creation: The New Revolution
Sam Klaidman, Managing Director; Customer Value Creation International

Session Description:

Customers in the 21st century are savvier than ever with the proliferation of technology and the ability to get what they want, when they want it. These customers have come to expect solutions to address their needs rather than relying on product alone. As such, they want specific and often personalized responses that satisfy wants, needs and aspirations in both their business and personal lives. It all means that Customer Value Creation is now the primary enabler of business success. It requires changing the culture and beliefs within an organization and redefining the business model to adapt to this new way of dealing with customers. In this session, you will learn about some of the evolving ideas, methods and solutions that are now a part of this customer value revolution.

12:15 pm Conference Ends

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