Customer Experience Track
Customers expect their experience of your digital presence to be as good as, if not better than, their experiences elsewhere. With many known brands offering seamless experiences across different devices and channels, they expect to engage with you at their convenience, on whichever device they are using, wherever and whenever it suits them. In truth, it is a long road to get there, and few organisations have sight of those building the road.
The customer experience management conference track is moderated by Lau Andreasen from J. Boye.
|8.00 – 9.00||Breakfast & Registration|
|9.00 – 9.15||Conference opening|
Winning Together now, in 2018 and beyond
By Søren Højlund Carlsen
|Søren Højlund Carlsen
|9.15 – 10.00||Keynote|
Avoiding Disruption in the Era of Accelerating Change
By Jake DiMare
Today, technology, and customer expectations are evolving so rapidly there’s barely time to get our heads around the latest new trends when the next big thing comes along, presenting all new challenges.
And we’re just getting started.
In this keynote, Jake DiMare, Head of Digital Strategy for Luminos Labs, will share the story of a recent disruptive innovator in the U.S. food industry who is already being disrupted, explore what’s over the horizon, and unpack the things you can take back to your organization today, to help be more prepared to survive and thrive in the era of accelerating change.
|Jake DiMare (US)
|10.00 – 10.30||Coffee, tea and networking|
|10.30 – 12.00||Track: Customer Experience|
Return on Content
By Hilary Marsh
With the growing realisation that content is a strategic business asset, forming the substance of digital experiences, organisations now have a need to assess the value of legacy content, and produce valuable content going forward.
For those managing content, it is necessary to assess value in a way that uses business language yet which is robust enough to withstand internal politics. This can feel like an insurmountable obstacle given the volume of content and its ceaseless expansion.
In this session, Hilary will demonstrate a pragmatic approach to figuring out how successful an individual piece of content is, and from this determine the return on that content. By focusing on understanding and developing KPIs – indicators, not measures – she will demonstrate how to measure value, communicate this to the business and use it to then nurture the value of content.
|Hilary Marsh (US)
|12.00 – 13.00||Lunch|
|13.00 – 13.45||Track: Customer Experience|
The Three Iron Rules of Customer Experience: how you are breaking them, and how to stop
By Carolyn Clarke
You can have the most beautiful digital presence in the world, full of finely-crafted content marketing text, nudges, and with a responsive and accessible interface, but if you are breaking the three fundamental rules of customer experience, all of this is for nothing.
I will cover the three iron rules, which digital leaders break to their own cost, looking at how these rules must be built into every level of your website and other digital channels, from information structure to navigation, from page layout to content. I will look at how the three rules help you stop building in mistakes, how they help you correct mistakes, and how they help you to remove friction from the customer experience.
A step-by-step analysis of some typical websites, both good and bad, will highlight where the iron rules have been obeyed or broken, showing that adhering to the three rules as your fundamental guidelines can make web development, web writing, and web design focused and foolproof.
|Carolyn Clarke (UK)
Crowe Clark Whitehill
|14.00 – 15.00||Roundtables|
Reflections, new perspectives and discussions
Come join 2 x 25 minutes of informal roundtable discussions on topics like GDPR, video and much more.
|15.00 – 15.30||Coffee, tea & networking|
|15.30 – 16.30||Track: Customer Experience|
Designing the Conversation: Why Your Online Forms Are Important Too
By Sara Walsh
Online forms don’t seem very human. But look at them from another angle and you’ll discover they’re actually examples of a conversation — often an intimate one at that — between two people.
This isn’t about all the creative ways to design an online form. Instead, we’ll look at how our interactions with customers as we gather information are an incredibly sensitive part of the customer experience – and they’re often the start of a relationship where you need to build trust.
Here’s what we’ll cover:
|Sara Walsh (US)
|16.45 – 17.30||Keynote|
Customer experience as a cocktail of technology
By Theresa Regli
The mix of technology required for building a consumer-centric digital experience isn’t always obvious. Choosing the right tools for holistic and effective digital marketing is not unlike crafting a complex cocktail: you have to find the right mix of ingredients, and the right balance, that works for you. What works for one organization might not work for yours.
As a digital experience practitioner or marketer, you need to think of yourself as the enterprise technology mixologist, and work with your colleagues to come up with the right mix. So while some technologies like WCM might obviously be on your ingredient list, it’s equally important to plan for the others, and to understand the role that each technology plays. Otherwise, your cocktail will be crap, and no one will come back to your bar.
As we head into the post-conference drinking hours, Theresa will explore how to build the right technology mix for you and your organisation.
|Theresa Regli (UK)
|18.30 – 23.00||Conference Party|
CANblau Tapas Bar
Join us for the popular social event at CANblau where Danish hygge meets Spanish/Catalan tapas