Customer Experience (CX)

1 Day Meeting

2019 Customer Experience Leadership Forum:
Beyond Satisfaction, Building Loyalty

Toronto, ON - Oct 17, 2019

Overview

To grow in today’s crowded market, brands need to deliver exceptional experiences that cater to customers’ wants and needs, while delivering products and services in the right channel at the right time. With advancements in digital transformation, businesses can no longer operate transactional relationships: rather, to develop loyalty, they need to rely on more complex interactions between humans, devices, and data. The growing role of CX executives is changing: once contributing to transformation, they must lead the effort, use the insights gathered by customers to identify new business opportunities, create unique experiences to gain market share, and grow revenue. 

The Argyle Customer Experience Forum will dig into the approaches needed to improve experiences and help leaders identify which tools, processes, and data can create a frictionless customer journey. Emphasis will be placed on consumer interaction, creating unified experiences, data strategy, and organizational leadership. 

In collaboration with our Argyle Influencers Customer Experience Advisory Board, we have designed an agenda that will touch on: 

• The importance of understanding and mapping the customer journey; 
• How to successfully implement machine learning and artificial intelligence technologies; 
• How consumer data can inform CX strategy; 
• Best practices for aligning CX and other internal stakeholders, such as IT or marketing; and 
• How to measure the impact of the customer experience on business outcomes.

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Who Should Attend

Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

Lyndon File

Lyndon File

Director, Customer Experience & Advocacy

G Adventures

Zenalyn Habito

Zenalyn Habito

Senior Director of Loyalty, Retention & Customer Care

Globe and Mail

Cynthia Hill

Cynthia Hill

Head of Customer Relations

Pfaff Automotive Partners

Mitu Mann

Mitu Mann

Data Governance, Leader

LCBO

Ana Marica

Ana Marica

Consumer Centricity & Engagement Lead

Nestlé

Roland Merbis

Roland Merbis

Director, Customer Insights & Analytics

Scotiabank

Grace Mistry

Grace Mistry

Head of Marketing, B2B & Personal Wealth Advertising

BMO Financial Group

Sumit Sarkar

Sumit Sarkar

Head, Customer Experience Strategy

Personal Banking, BMO Financial Group

Ryk Simpson

Ryk Simpson

AVP CSC Sales & Strategy

Sun Life Financial

Michelle Slater

Michelle Slater

Head of Marketing

Twitter

Bill Stockton

Bill Stockton

Director, Customer Service Transformation

ServiceNow

John Summers

John Summers

VP, Direct to Consumer

Adidas Group Canada

Christopher Watchorn

Christopher Watchorn

Head of Customer Service Network Effectiveness

Canada Post

Shilo Williamson

Shilo Williamson

Customer Strategy

TD/TD Insurance

Agenda

This event will feature insights from top executives, including

Download Agenda
8:00am-9:00am
Breakfast
9:00am-9:05am
Argyle Opening Remarks

Cynthia Hill
Head of Customer Relations
Pfaff Automotive Partners

9:05am-9:40am
Keynote Presentation: "CX & BMO: How the interplay between humans, devices and data is driving loyalty and growth"

CX is integral to BMO’s strategic priority to drive leading growth in priority areas by earning customer loyalty.  BMO’s CX strategy is grounded in that priority and is foundational to our Purpose to Boldly Grow the Good in Business and Life.  Our CX power plays of Make it Easy, Eliminate Irritants, Work as “One Bank” and Build Confidence and Trust guide the effort to drive loyalty and growth.  This session will take a look across the organization and through advertising at how the interplay between humans, devices and data is driving loyalty and growth and provide key things brands should pack in their advertising CX arsenal.

Grace Mistry
Head of Marketing, B2B & Personal Wealth Advertising
BMO Financial Group

9:40am-10:10am
Table Talks

Our host will present highlights and key findings from our pre-event insights survey to share with you the challenges, pain points and decision-making behaviors shared among your peers. We will then break into roundtables to discuss these findings further.

10:10am-10:30am
Thought Leadership Presented by ServiceNow: "Aligning Technology and Humans in the Advent of AI"

Artificial intelligence and machine learning are advancing quickly everywhere including in the support and service arena. Couple these with the internet of things (IoT) and the growing connectedness of devices and machines around us, the promise of better, faster and frictionless service seems limitless. And yet, we know from experience that while technology can be a powerful enabler, without the right accompanying organizational behavior changes, technology-focused initiatives can fail miserably. So with the advent of AI and machine learning in customer service, how are the human roles changing? What is the impact on our employees and our customers as these changes take root? Have we clearly outlined where the technology will deliver on our investments and where our employees can add the most value? This talk from ServiceNow’s Bill Stockton focuses on the key roles our people play as AI and machine learning grow in prominence and what to do to ensure our organizations get the most from the changing technological landscape within our service delivery organizations.

Bill Stockton
Director, Customer Service Transformation
ServiceNow

10:30am-11:00am
Networking Break
11:00am-11:45am
Panel Discussion: "Solving a 4000-Year-Old Customer Experience Problem"
Session topics include (but are not limited to):
  • What is an example of a challenge that resulted from a change in a customer experience? How did you mitigate the situation? What was the most valuable thing you learned?
  • What challenges arise from trying to integrate artificial intelligence and machine learning into the historically human-centric field of Customer Experience?
  • As a CX expert, how do you transform a failure into a win? What steps are needed to turn around the negative experience in order to satisfy the customer and ultimately keep them coming back?
  • In today’s age where CX is largely digital, how does your organization ensure that a personal, emotional connection is still established with the customer?
  • From your experience, what aspects of CX are best preformed digitally, and which are best performed by humans? How can both be utilized to provide the best CX service possible?

Moderator:

Ana Marica
Consumer Centricity & Engagement Lead
Nestlé

Panelists:

Cynthia Hill
Head of Customer Relations
Pfaff Automotive Partners

Sumit Sarkar
Head, Customer Experience and Strategy - Personal Banking
BMO Financial Group

Ryk Simpson
AVP CSC Sales & Strategy
Sun Life Canada

11:45am-12:10pm
Networking Break
12:10pm-12:55pm
Panel Discussion: "Customer Insights vs. Customer Experience: How to Work in Harmony to Ignite Change"
Session topics include (but are not limited to):
  • What would you say is the distinction between customer insights and customer experience?
  • Do you have an insights team? How do they work with your experience team?
    • Where do you see the most struggle with this?
  • How do you efficiently use the data from your insights team to improve your CX?
  • What is the most difficult part of merging data with the customers’ experience?
  • Do you think using the customers’ data can be an invasion of privacy?
    • How are you handling the interaction of using data to make customers’ experience better without being “creepy”?

Moderator:

Mitu Mann
Data Governance, Leader
LBCO
 
Panelists:

Zenalyn Habito
Senior Director of Loyalty, Retention & Customer Care
Globe and Mail

Roland Merbis
Director, Customer Insights & Analytics
Scotiabank
 
Christopher Watchorn
Director, Customer Service Network Effectiveness
Canada Post
 
Shilo Williamson
Customer Strategy
TD / TD Insurance

12:55pm-1:55pm
Lunch
1:55pm-2:30pm
Keynote Presentation: "Reimagining the Customer Experience"

Creating meaningful CX change can be difficult at the best of times. Even more so when the organization believes it's own hype that things already are pretty good. So how can you turn an organizations culture from one that looks from the inside out to one that puts the customer first, and thinks initiatives and ideas from the viewpoint of the customer looking outside-in? How can customer journey maps be inserted into an organization to keep the customer top of mind? Join Lyndon File, Director of Customer Experience & Advocacy at G Adventures as he outlines these struggles, how they were overcome, and the results of CX change across the business. 

Lyndon File
Director, Customer Experience & Advocacy 
G Adventures 

2:30pm-3:15pm
Roundtable Discussion: "How to Effectively Drive Proactive Responses over Reactive Responses"

Michelle Slater
Head of Marketing
Twitter

3:15pm-3:50pm
Keynote Presentation: "Mapping the Omni-channel Consumer Journey in Retail Today"

The shopping and spending habits of todays’ consumer have created a new set of challenges for retailers. Succeeding requires you to understand how the consumer is always in “shopping” mode and how you need to find ways to inject your product, marketing and distribution into their lives rather than wait for them to find you. Retailers need to be digital and physical all at the same time.  How can you map out the consumer journey and think through each touchpoint to ensure you connect, engage and inspire them in a seamless way? 

Join John Summers,  Vice-President of direct-to-consumer for adidas Canada as he discusses how adidas thinks about their consumers and builds out their strategies for success.

John Summers
VP, Direct to Consumer
adidas group Canada

3:50pm-4:05pm
Closing Remarks: "How to Measure the Impact of the Customer Experience on Business Outcomes"

Cynthia Hill
Head of Customer Relations
Pfaff Automotive Partners

4:05pm-5:05pm
Argyle Closing Reception

Sponsors

Interested in sponsoring an event ?

Speak to one of our dedicated sponsorship teams sponsorship@argyleforum.com

Sponsorship Information

This event will feature insights from top executives, including

  • Thought Leadership Spotlight & App Partner

  • Panel Partner

  • Senior Supporter Partner

Advisory Board

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.