Conference Day Three
8:30 - 9:00 REGISTRATION AND WELCOME COFFEE
9:00 - 9:15 CHAIR’S OPENING REMARKSIngrid Lindberg - Chief Experience Officer, Chief Customer
9:15 - 9:45 THE 4 “E”S CX EXCELLENCE MODELHany Mokhtar - VP, Customer Experience, Mobily
In this session you will learn how to apply an empirical model of Customer Experience Excellence. The following aspects of CX will be discovered by you:
· CX key statistical facts
· What do the 4 "E"s stand for?
· What does the Customer really want?
· Key CX management notions
· 6 steps towards Your CX foundational program
· CX Roadmap planning and management
Hany MokhtarVP, Customer Experience
9:45 - 10:15 THE FUTURE OF USER EXPERIENCENeil Shah - Head of Design & User Experience, Verizon
Hear the best practices of the complete overhaul of digital experience at Verizon Fios and learn to elevate your user experience by connecting all customer touch points from marketing and sales, to engagement, to product innovation.
· Understanding “moments that matter” for your customers
· Introducing modern operational practices
· Building a user experience and architecture based on simplicity and modularity
· Providing increased catalogue flexibility
· Maximising customer channel distribution through ML based personalisation
Neil ShahHead of Design & User Experience
10:15 - 11:00 PANEL DISCUSSION: BIG DATA, SMALL DATA…Seth Adler - Host CX Network
Nisreen Abu Hadba - Director, Customer Experience & Quality, Orange Jordan
James Alexander - Decisioning Director, Sky
Tuula Heikkinen - Head of Customer Insight, Telia Finland
Mila Milenković - Head of Digital Innovation & Applications, Telekom Srbja
Tim Verouden - SVP, Products & Marketing, Telenor Group
Big data and predictive analytics account for a sizable portion of the promise of improved CX based on personalization and customer offerings and interactions. While big data is proving a strong asset in selling to customers, it is often remarkably weak at guiding businesses in serving those customers.
When assessing customer pain points, big data tells us where the problem lies, but it is only with diving deep into small data we can figure out what the problem actually is. How do we utilise the two to deliver both the scope and the individual touch?
Our experts will discuss the challenges of personalising experiences for their customers, looking at the macro – big data and the micro data.
· What are the potential hazards trying to predict future behaviour using big data without assessing what the small data is saying about the past and present?
· How small data help to reveal customer insights that big data cannot?
· Why big data’s attempts to personalise offerings can often feel impersonal and how do we overcome that?
· Why businesses need to embrace both big data and small data to create a superior end-to-end CX?
· Why an effective small data practice can be the key that unlocks the ability implement your omni-channel service strategy?
Nisreen Abu HadbaDirector, Customer Experience & Quality
James AlexanderDecisioning Director
Tuula HeikkinenHead of Customer Insight
Mila MilenkovićHead of Digital Innovation & Applications
Tim VeroudenSVP, Products & Marketing
11:00 - 11:30 MORNING BREAK AND NETWORKING
Products & Platforms11:30 - 12:00 CASE STUDY: A PRACTICAL APPROACH TO PERSONALISATION AT SKY James Alexander - Decisioning Director, Sky
Delivering on personalisation effectively is a challenge faced by many telecoms and the implications of failure to deliver are crucial in an over-digitalised world of high customer expectations.
Learn how Sky are building personalised experiences based on human driven solutions enhanced with AI, leading to step change in business impact.
• The importance of identity
• Human vs simple ML vs AI recommendations at Sky
• How staying flexible across these has allowed us to maximise benefit from personalisation
James AlexanderDecisioning Director
Products & Platforms12:00 - 12:30 ADDRESSING THE TABOO: WHERE DOES OTT COMMUNICATION FIT IN THE MOBILE ECO-SYSTEM? Jonathan Lin - Head of Product & Business Development, Ultra Mobile
Over the last 4-5 years, OTT providers like Facebook Messenger, WhatsApp, Apple Facetime, WeChat, Line, Hike, and others have been growing their subscriber base in record numbers by offering free calling and messaging communication that ride on top of our networks.
Are OTT providers, who leverage our networks, a threat to our business or should we embrace and agree to a co-opetition model that can benefit both sides?
· Should we embrace OTT communications application providers who are using our networks to essentially compete against and devalue our own core business?
· Is there any way to create a logical co-operation with them or has that ship already sailed?
· Facebook/ WhatsApp/ WeChat and others have made significant progress with their messaging apps over the last few years. What could have we done more over the last 5 years?
· Can we build our own cooperative OTT eco-system to compete against the fragmented app2app OTT communications eco-system the way we all agreed to interop years ago for SMS?
· Messaging apps don’t take up nearly as much data usage or bandwidth as streaming video/ music/ etc. But what happens when calling/messaging communications evolve overnight into video communications?
Jonathan LinHead of Product & Business Development
Products & Platforms12:30 - 13:00 CUSTOMER EXPERIENCE INNOVATION LEADING TO GROWTH IN MOBILE BROADBAND INDUSTRY Muhammad Ali Khan - Head of Devices & Mobile Broadband, Jazz
Muhammad will share the Jazz LTE Mobile broadband experience in leading CX, alongside the key insights into the digital transformation journey:
· Enablement pillars leading to digital lifestyles
· How to drive customer-centric digital transformation
· Retail engagement to create experience innovation
· Broadband monetization strategies and customer engagement models
Muhammad Ali KhanHead of Devices & Mobile Broadband
Process & People11:30 - 12:00 OPERATIONALISING CX FOR MEASURABLE SUCCESS Claire De Selve - VP, Customer Experience & Digital, Orange
The importance of having metrics which provide the most accurate representation of your CX progress cannot be overstated.
How to build intelligent metrics the soft way and drive your CX program smoothly? We need to be able to clearly operationalize CX ambitions, which will celebrate significant achievements.
· Looking at different metrics: do you need an aspirin ? NPS? CSAT? CES? Or is AI going to lead the way with new, more comprehensive intelligent metrics solutions?
· Metrics to drive accountability at all levels
· What about human?
Claire De SelveVP, Customer Experience & Digital
Process & People12:00 - 12:30 VOC: MOVING AWAY FROM CAPTURING TO TRANSLATING INTO PROCESS Rolf Adamson - SVP, Contact Centres, YouSee
How do you move away from talking about improving Customer Experience to actually doing something about your customer experience? Engage in a case study on the most successful approach for YouSee – the leading Danish traditional telecoms provider.
• Taking the execution of CX to the next level through transformation of customer touch points
• How do we capture the VoC to pick up the parts of customer transactions that need to be improved?
• Translating VoC into process changes
• Taking away customer challenges from the frontline to the heart of the organization to deal with them effectively
Rolf AdamsonSVP, Contact Centres
Process & People12:30 - 13:00 PUTTING DESIGN THINKING INTO PRACTICE Eman Rifaat - Head of Customer Experience & Service Modelling, Vodafone Egypt
The success of your team’s design thinking sessions hinges upon a solid foundation of user insights. Failure to know who you are solving for, what solutions they use today (if any), and what motivates and inhibits them means you’re operating in the dark. In other words, you’ll be doing what the overwhelming majority of organizations do by viewing design as an afterthought.
· Dive into the 5 step design thinking framework to fuse design thinking practices into your team’s daily workflow: Emphasise, Define, Ideate, Prototype and Test
· Powering design thinking with Customer Journey Maps: With a customer journey map, the solutions your team ideates, prototypes, and tests will be much more informed—and they’ll ultimately save you from costly re-dos
· Engaging your team to think big
Eman RifaatHead of Customer Experience & Service Modelling
13:00 - 14:00 NETWORKING LUNCH
WORKSHOPS 14:00 - 15:30
Workshop A14:00 - 15:30 ALIGNING CUSTOMER AND EMPLOYEE EXPERIENCE TO DELIVER REAL WORLD PERFORMANCE IN THE DIGITAL ERA Carl Lyon - Managing Director Perpetual Experience
People are fallible, especially if work and personal pressures are at an unsustainable level. So now more companies are looking at ways to mitigate risk, but also to be more engaging, likeable and trusted by customers, partners and their own people.
This workshop will share practical examples of how to identify and quantify where, and how, you can improve business and individual performance. It’s about knowing your people, what they move towards, what makes them tick and so how to motivate them and reduce effort in the delivery of great experiences.
Carl LyonManaging Director
Workshop B14:00 - 15:30 WHAT, PSYCHOLOGICALLY SPEAKING DO YOUR CUSTOMERS NEED FROM YOU? UNDERSTANDING THE HIDDEN AND DIVERSE NEEDS OF YOUR AUDIENCE. Simon Moore Dr - CEO, Innovationbubble
In this session we will explore what drives your customers in terms of their emotional, cognitive and behavioural needs beyond the pragmatic features of your products/services.
We will ascertain the difference between what your brand assumes and what it actually knows in terms of customer needs. We will demonstrate psychological methods to uncover these needs and using case studies showing you how to better position and communicate with your target audiences.
Simon Moore DrCEO
Workshop C14:00 - 15:30 BUILDING AN IMPACT CULTURE IN CX Phil Lewis - Managing Director, Corporate Punk
How well your people work together fundamentally influences the experience that they create: unhappy staff tend to create unhappy customers. But how do you create a culture which puts a great customer experience at its heart?
Ask most leadership teams what they mean by 'culture' and you will likely get a range of different answers. What's more, most businesses lack not only a shared language through which to discuss culture, but also meaningful data through which to measure it. This makes culture impossible to describe, let alone develop.
In this intensive workshop, Phil Lewis will explain what culture really means and its commercial impact. He will help you diagnose the issues that you face in CX, and plan a practical cultural management strategy to overcome them.
Phil LewisManaging Director
15:30 - 16:00 MAGENTA 1: A UNIQUE CONCEPT OF PREMIUM CUSTOMER EXPERIENCE AND BENEFITSBranimir Spajić - Director, Customer Experience Management, Hrvatski Telekom
A case study of Croatian Telecom acting on their customer feedback to develop a unique package of service offerings for their residential and business customers.
· Developing a product based on listening to your customers’ needs
· Magenta 1 offerings
· Delivering on our promises
· The benefits we’ve observed in the last few years
Branimir SpajićDirector, Customer Experience Management