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.

Wednesday, Nov 8

8.00 – 9.00 Breakfast & Registration
9.00 – 9.15 Conference opening

Winning Together now, in 2018 and beyond

By Søren Højlund Carlsen

Conference speaker Søren Højlund CarlsenSøren Højlund Carlsen
AGF
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.

Conference keynote speaker Jake DimareJake DiMare (US)

Luminos Labs

10.00 – 10.30 Coffee, tea and networking
 10.30 – 12.00 Track: Customer Experience

Return on Content

By Hilary Marsh

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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.

Conference speaker Hilary MarshHilary Marsh (US)

Content Company

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

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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.

Conference Speaker Carolyn ClarkeCarolyn 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

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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:
– Why the form’s structure is so important to the clarity, humanity and accessibility of the conversation
– A quick, easy activity to help you design the conversation within your form
– A form field content strategy that’s proven to work (Hint: Tooltips are a last resort!)

Conference speaker sara walshSara Walsh (US)
Capital One
16.45 – 17.30 Keynote

Customer experience as a cocktail of technology

By Theresa Regli

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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.

Conference speaker Theresa RegliTheresa Regli (UK)

KlarisIP

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

Tuesday
November 7th

In-depth morning workshops
In-depth afternoon workshops
Keynote by Bebo White
Informal city walk
Social event

Wednesday
November 8th

Keynote by Jake DiMare
Tracks:
 – Business Development
 – Customer Experience
 – Digital Workplace
 – User Experience
Keynote by Theresa Regli
Social event

Thursday
November 9th

Keynote by Steven Pemberton
Tracks:
 – Agile & Project Leadership
 – Employee Experience
 – Marketing
 – Strategy
Social event