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CRM Evolution 2015 Final Program

Join us at the Marriott Marquis as we continue to explore the many ways CRM can improve the way you do business.

Tuesday, August 18, 2015
Sunrise Discussions
8:00 a.m. - 8:45 a.m.
MODERATOR: Paul Greenberg, Managing Principal - The 56 Group, LLC & Author, CRM at the Speed of Light
Michael Fauscette, Chief Research Officer - G2 Crowd
Marshall F. Lager, Managing Principal - Third Idea Consulting
Brent Leary, Partner - CRM Essentials
Kate Leggett, VP and Prinicpal Analyst - Forrester Research
Denis Pombriant, Managing Principal - Beagle Research Group, LLC CRM Magazine Columnist
Brian Vellmure, Principal/Founder - Innovantage LLC
R "Ray" Wang, Founder and Principal Analyst - Constellation Research, Inc. CRM Magazine Advisory Board, Harvard Business Press Best Selling Author, Harvard Business Review Contributor, Investor in Altimeter Group

The world of CRM and customer experience has not only changed dramatically, it has escalated in its importance at businesses. Join four CRM influencers for coffee and breakfast in an informal panel, moderated by conference chair Paul Greenberg, to find out what’s going on in the world of CRM. What is its future? Be ready with your questions, and they’ll be ready to answer.

Keynote
9:00 a.m. - 10:00 a.m.
Jason Young, President - Leadsmart Inc. author of Culturetopia: The Ultimate High-Performance Workplace

Southwest Airlines has given the business world a textbook example of how providing fabulous customer service and maintaining high employee morale in a low-cost environment is possible and even profitable in corporate America today. But what’s the real story? As a key developer of Southwest Airlines’ legendary customer service and leadership training programs, Jason Young knows that great culture does not “just happen.” A customer service value can be created and nurtured to flourish into a customer service culture. Employees can be treated as true partners in the success of the business through shared values, shared vision, and shared efforts. Young shares the inside story behind the success of Southwest, consistently rated No. 1 in customer service and employee satisfaction. Best of all, learn how to take these proven organizational principles to your team or company. You won’t want to miss this inside edition from the man who knows it best.

10:00 a.m. - 10:45 a.m.
track A - Customer Service Strategies
10:45 a.m. - 11:30 a.m.
Jeff Toister, President - Toister Performance Solutions, Inc.

Creating a customer-focused culture takes work, dedication, and commitment. Come learn what the secret elite companies know about customer focus, how to motivate employees to embrace the culture, and how to avoid getting off course. Carefully designed hands-on activities will let you experience first-hand how culture can guide employees' actions. The session shares methods to help you generate ideas that can be implemented in your organization. Goals include identifying the three essential elements of a customer-focused culture; experiencing ways that culture influences your employees’ actions; and developing strategies for integrating each element into your organization.

11:45 a.m. - 12:30 p.m.
Dave Roman, Group Manager, Social Customer Support and Services - HP
Waladeen Norwood, Global Social Customer Support and Services Manager - HP

HP supports customers in 40 languages and 180 countries. Online HP communities get 8.5 million customer visits a month—three customer visits every second. In early 2014, HP started connecting its social media channel into its CRM system. Within 6 months HP launched a global integration, involving 40 call center agents-turned social media agents in several languages for Twitter, Facebook, and online communities. Today, HP generates 10,000 cases per month from Twitter and Facebook. In this session, learn about one of the first global, multilanguage CRM systems that integrates with social media support channel for a Fortune 10 company.

12:30 p.m. - 1:45 p.m.
Bob Stutz, Corporate Vice President - Microsoft Dynamics CRM
Paul Greenberg, Managing Principal - The 56 Group, LLC & Author, CRM at the Speed of Light
Sponsored By

Join CRM Industry Legend Bob Stutz, Corporate Vice President of Microsoft Dynamics CRM, as he discusses with Paul Greenberg how the death of CRM has led to a new era of Customer Engagement. Come and listen over lunch to see how Microsoft is revolutionizing business process and productivity to assist companies engage their customers over the right channel, at the right time – on the customer terms.

1:45 p.m. - 2:30 p.m.
Leveraging Mobility to Drive Field Service Innovation
John Ragsdale, VP Technology Research - TSIA

Today’s field service organizations face multiple challenges related to retiring workers, with some large tech companies reporting that more than 50% of their field staff will retire within the next 2 years. Long considered highly resistant to change, field service is driving innovation to people, process, and technology, largely fueled by emerging mobile solutions. Find out where mobility is delivering the highest ROI for field service operations and how wearable devices and video are forcing radical changes to core processes. Also, discuss the “crawl, walk, run” approach, using currently accepted practices, best practices, and pacesetter practices from field service teams.

Customer Service Is Getting Weird
Ian Jacobs, Globally - Forrester Research

Email notifications sent from wearable devices. Consumers interacting with brands through free messaging apps. Mobile-intelligent personal assistants that notify you of flight delays or when your Bitcoin transfer was completed. Rapid technology changes are upending traditional customer care. Companies can no longer plop 500 poorly paid customer service representatives into a call center and claim to focus on customer service. Today’s customers use self-service and digital channels. Tomorrow’s customers will look for context-sensitive proactive care. Explore the ways companies need to adapt to this new customer service reality and what to do to get ahead of the curve.

Web Self-Service Is Dead, Long Live Video Customer Service
Johan Jacobs, Principal Analyst, CRM & Customer Care - Digital Clarity Group

Companies are enabling more and more video services for web-linked and mobile devices. The business case for video customer service (VCS) is still mostly unproven, resulting in very few deployments. Gain insight into VCS. Discuss how to augment your existing web-based services with video and which service providers to approach. Explore a number of organizations that have successfully deployed video as a customer service channel and learn the best practices you should apply when deploying VCS.

2:45 p.m. - 3:30 p.m.
2:45 p.m. - 3:05 p.m.
Beyond CRM: Engage your customers like never before
Volker Hildebrand, Global Vice President, Customer Engagement Solutions - SAP Hybris
Marcus Ruebsam, Senior Vice President, Products Solution Management - SAP CEC hybris Software, an SAP company

As digitally connected customers have changed the rules of engagement, traditional approaches to CRM no longer work. CRM must evolve beyond its focus on front-office efficiencies and eliminate the boundaries between marketing, sales, service & commerce. Hear about the paradigm shift from relationship management to omni-channel customer engagement and how to create the experiences that customers really want.

3:10 p.m. - 3:30 p.m.
Accelerating Success with Modern Service in the Cloud
Stephen Fioretti, Vice President, Product Management - Oracle Service Cloud

Technology is exploding! Mobile devices are everywhere and social platforms provide immediate customer insights for rapid support and product innovation. This is forever changing how customers interact with businesses. Join Oracle Service Cloud to discuss building lasting customer relationships and delivering great service experiences across channels to differentiate in this hyper-competitive world.

3:30 p.m. - 4:15 p.m.
4:15 p.m. - 5:15 p.m.
Brent Leary, Partner - CRM Essentials

The speed of technology creation today is matched only by people’s adoption of it. This session focuses on the central role that modern customer service technologies and strategies are playing to help small and midsize organizations successfully create, or extend, relationships with today’s consumers.

track B - Marketing Strategies
11:45 a.m. - 12:30 p.m.
Jeff Tanner, Dean, Strome College of Business - Old Dominion University

Why does the next best offer often include a discount? You can end the mindless discounting that erodes the value of your brand, creates a transactional price-based relationship, and turns your CRM strategy into the deal of the day. However, with today’s digitally empowered customer, it takes discipline, data, and a practice called Dynamic Customer Strategy. Attendees learn how to recognize the three components of Dynamic Customer Strategy; discover two strategies to put the relationship back into CRM; and how to identify the three biggest barriers that might be holding your CRM strategy back.

12:30 p.m. - 1:45 p.m.
Bob Stutz, Corporate Vice President - Microsoft Dynamics CRM
Paul Greenberg, Managing Principal - The 56 Group, LLC & Author, CRM at the Speed of Light
Sponsored By

Join CRM Industry Legend Bob Stutz, Corporate Vice President of Microsoft Dynamics CRM, as he discusses with Paul Greenberg how the death of CRM has led to a new era of Customer Engagement. Come and listen over lunch to see how Microsoft is revolutionizing business process and productivity to assist companies engage their customers over the right channel, at the right time – on the customer terms.

1:45 p.m. - 2:30 p.m.
David J Walder, Senior CRM and Insight Manager, Global Academic - Oxford University Press

Academic publishing is moving inexorably into the digital world. Investing in integrated marketing technology has allowed Oxford University Press to enhance inbound and outbound marketing capabilities and facilitate a move to content-based marketing. This session details the organization’s long-term strategy to build a flexible global marketing platform with the ability to accommodate accelerating developments in marketing channels and techniques. Attendees learn how real-time marketing platforms can act as the catalyst to help improve overall marketing performance and enhance competitive standing on a global scale.

2:45 p.m. - 3:30 p.m.
2:45 p.m. - 3:05 p.m.
How to win at customer experience
David Wallace, Director of Product Management - Infor CRM

Discover how to create exceptional customer experiences that generate powerful customer engagement and permanent loyalty.

3:30 p.m. - 4:15 p.m.
4:15 p.m. - 5:15 p.m.
Best Practices for Multichannel Customer Engagement
Leslie Ament, Retail Research Leader, Center for Industry Insights - Deloitte LLP Editorial Board, Journal of Applied Marketing Analytics

Hypatia Research Group researched how Big Data insights affect multichannel customer engagement best practices. Using case studies and survey analysis, this session shares strategies for creating innovative multichannel customer engagement programs by developing alignment between IT, marketing, operations, and other line-of-business functions. Attendees learn how IT, marketing, and line-of-business professionals view accountability for the results of these programs; why collaboration is necessary for success and how to effectively collaborate; goals for leveraging Big Data for customer engagement excellence and innovation; metrics for assessing tangible returns on investment; and which best practices are applicable.

track C - Management Strategies
10:45 a.m. - 11:30 a.m.
Barton J Goldenberg, President - ISM, Inc.

Few organizations are effectively leveraging social media insight within their CRM efforts. Part 1 of this two-part presentation shows how B2B, B2C, or B2B2C organizations can sys- tematically harvest information from any online conversation, integrate it into customer profiles, and use it to personalize interactions and offers across an entire business. In this session, participants learn how to integrate social media and CRM to deepen customer relationships and grow profits; a four-step methodology for creating a social CRM strategy; case studies of successful deployments; and emerging social CRM linkages: mobility, gamification, analytics, and the Internet of Things.

11:45 a.m. - 12:30 p.m.
Barton J Goldenberg, President - ISM, Inc.

In Part 2 of this two-part presentation, Barton Goldenberg shows how to go beyond transactions and demographics to harvest social media sentiments and use them to open conversations that reflect each customer’s rational and emotional preferences. He uncovers new ways to drive value in sales, market- ing, product development, and customer support. In this session, participants learn how to prepare for their highest-value implementation (plan strategy, establish partnerships, build project teams, gain buy-in, and more) and apply best practices for maximizing the value of their entire social CRM investment (including the right people, process, and technology mix).

12:30 p.m. - 1:45 p.m.
Bob Stutz, Corporate Vice President - Microsoft Dynamics CRM
Paul Greenberg, Managing Principal - The 56 Group, LLC & Author, CRM at the Speed of Light
Sponsored By

Join CRM Industry Legend Bob Stutz, Corporate Vice President of Microsoft Dynamics CRM, as he discusses with Paul Greenberg how the death of CRM has led to a new era of Customer Engagement. Come and listen over lunch to see how Microsoft is revolutionizing business process and productivity to assist companies engage their customers over the right channel, at the right time – on the customer terms.

1:45 p.m. - 2:30 p.m.
Silvana Buljan, Founder and CEO - Buljan & Partners Consulting

Companies have learned to map customer journeys, identify and manage moments of truth, design the ideal customer experience, and train their staff. What is still a bottleneck in many companies is the creation of a sustainable customer-centric culture, being lived by every single employee in the organization. This session shows the direct link between customer experience and customer-centric talent and the need to understand that different customer-centric talent roles have a different need for involvement, motivation, and development. Sustainability is reached when the people delivering the experience are motivated and recognized by their organization.

2:45 p.m. - 3:30 p.m.
2:45 p.m. - 3:05 p.m.
Customer Expectations in the Multi-Channel World
Madelyn Gengelbach, Vice President - Strategic Marketing

It can be a struggle to keep up with rapidly evolving customer expectations, especially in the contact center. With the proliferation of the ultimate multi-channel devices –smartphones and tablets – everyone is coming to expect great service in any channel of communication. Join us as we share hot-off-the presses research that sheds light on customer expectations.

3:10 p.m. - 3:30 p.m.
Customer Success Management is for Everyone-not just SAAS software companies?
Joe Hughes, EY IT Advisory Principal, Digital & Emerging Technology Customer Lead - Ernst & Young Advisory Services
R "Ray" Wang, Founder and Principal Analyst - Constellation Research, Inc. CRM Magazine Advisory Board, Harvard Business Press Best Selling Author, Harvard Business Review Contributor, Investor in Altimeter Group

Customer Success Management (CSM) is a newer branch of CRM focused on proactive customer engagement to ensure the customer gets value and keeps buying from you. It has become a critical process for SAAS software companies to help ensure renewals. However, in the new Digital economy-every business has a chance at subscription revenue-and isn’t it everyone’s goal to anticipate our customer needs? Don’t all businesses strive for customer success with their products? Our thesis is “Yes” CSM applies-but come and share your views. Learn why you need CSM for a post-sale, on-demand, attention economy.

3:30 p.m. - 4:15 p.m.
4:15 p.m. - 5:15 p.m.
Charles Swift, VP, Strategy & Marketing Operation - Hearst Magazines, a unit of Hearst Corporation
Kimberly Oscarson, Associate Director, List Marketing - Hearst Magazines

Driven to better serve its readers and deliver timely and cost-effective digital dialogue, Hearst launched its innovative Hearst Perks Premium Email Media Program in 2013. Hearst further catapulted its CRM efforts in 2014 by integrating multichannel communications into Hearst Perks with precisely crafted, timed, and targeted campaigns that optimize total consumer engagement. Attendees of this session learn how Hearst strategized, integrated, and executed the multichannel campaigns that delivered 89% response gains. By attending this session, participants learn strategies to significantly improve their own CRM campaign performance.

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Co-located with:
SpeechTEK
Customer Service Experience


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