CRM Evolution 2010 - August 2-4, 2010 - Marriott Marquis, New York, NY
Customer Case Studies
Customer Case Studies
By Customers For Customers

Customer case study presentations give you insight into how CRM strategies and technologies are being applied in real-world situations. Presenters share how they successfully procure, implement, and deploy existing CRM applications and how they avoid common pitfalls.

In addition to formal conference sessions, there are many networking opportunities to meet other customers, including breakfasts, session breaks, lunches, receptions, and informal gatherings of customers with similar interests.

CRM Evolution 2010 - Monday, August 2, 2010
C105 – Strategies for Better Customer Care
4:15 p.m - 5:00 p.m
Ellen Filipiak, Senior Vice President, Customer Care - DIRECTV
Marc God, Director, Head of Global Business - DSM
Learn how DSM's CRM program is helping a multinational transform from a commodity manufacturing company toward a world-class, market-driven life sciences and materials sciences company. A unique approach was taken to catalyze behavioral and organizational change necessary to become a truly customer-centric organization. Attendees will hear the steps taken to set up and execute a company-wide CRM program.

CRM Evolution 2010 - Tuesday, August 3, 2010
A202 – Full Visibility Into Multichannel Marketing Efforts
11:45 a.m - 12:30 p.m
Tim Auth, CRM Program Manager - Caterpillar
Throughout the years, Caterpillar has used traditional marketing channels to reach its customers. Since the company’s deployment of a CRM system, it is now able to connect its marketing channels and follow the leads that these efforts generate from cradle to grave. This gives Caterpillar full visibility into campaigns.
Attend this session to see how CRM has enabled Caterpillar’s multichannel marketing efforts.

A205 – Marketing Tools That Grow Your Business
4:15 p.m - 5:15 p.m
Tony Arnold, Director, CRM & Relationship Marketing - Sears Holdings Corporation
Rosemarie Truman, EVP Solutions - Advanced Clinical CEO RHT Consulting
The first presentation will discuss why CRM is the most important and highest ROI marketing tool for your company along with considerations and benefits of implementing and more effectively managing a CRM system within your B2B or B2C environment. In particular, this presentation will look at Sears’ experiences and lessons learned to date in implementing this kind of advanced CRM strategy. The second presentation reveals how New Pig’s marketing team has become more integrated and interactive through the use of marketing campaign management. This enables simple integrating between its own creative teams and third-party agencies into New Pig’s interactive marketing processes.

C201 – Revolutionize Your Strategy With Real-Time Decisioning
10:45 a.m - 11:30 a.m
Aaron Tellier, Director of CRM Strategy, Global Wealth & Investment Management - Merrill Lynch
This session will detail how industry leader Merrill Lynch has transformed its CRM strategy to deliver on the customer-centric business objectives mandated by today’s economic climate. Like other best-in-class companies, Merrill Lynch has established a new process for engaging with customers by providing the most
relevant, retention and service messages at the time when the customer has chosen to interact through inbound customer touch points such as service channels, call centers, interactive voice response, and website. By leveraging interaction management to promote the best next action in real time, Merrill Lynch has dramatically improved cross-sell effectiveness and at-risk customer retention.

C202 – Improve Demand Forecasts
11:45 a.m - 12:30 p.m
Sean Lowe, Managing Director, Endless Vacation Rentals and Revenue Management, Wyndham Exchange and Rentals - Wyndham Exchange and Rentals, part of Wyndham Worldwide
RCI Global Vacation Network is a more than $1 billion-a-year business that helps people swap time-share units and rent private luxury residences all over the world. The company completes more than 3 million transactions a year. See how RCI used predictive analytics to estimate the value of time-share swaps and forecast demand and to communicate information in real time to call-center agents. As a result, the company has more accurate forecasts and is saving $1 million per year. Plus, see how it is able to improve marketing efforts to capitalize on cross-sell and upsell opportunities, as well as to create targeted mailing lists.

C203 – Moving to a Cloud Suite
1:45 p.m - 2:30 p.m
James T Lane, Vice President, National Accounts CRM Solutions - UnitedHealthcare
This session will describe what motivated United Healthcare to abandon its 5 year-old CRM on-premises system — after spending approximately $7 million — and outline critical steps the company took to prepare for this aggressive SaaS CRM project. The company’s three strategies for success will be revealed: a limited budget mentality; a leadership team driven to succeed; and a sound design with a sharp focus on the end product. The presenter will also describe a few simple training techniques used to help drive user adoption.

C205 – Assurance for Insurance
4:15 p.m - 5:15 p.m
Jasmine Green, Chief Customer Advocate - Nationwide Insurance
See how, through the implementation of The Farmers Way, an integrated and closed-loop solution, Farmers Insurance found new approaches, tools, and processes to support the entire life cycle of customer service and relationship management from marketing, prospecting, customer acquisition, relationship anagement, new business, cross sales, ongoing service, claims processing, and lifetime retention. The next presentation focuses on Nationwide Insurance, the first insurance company to create the Office of Chief Customer Advocate. This presentation will provide participants with insights on building and using a customer complaint
data system that helps drive business results, using the data to help build associate engagement, and why it matters. The talk will identify the importance of having processes and programming that provides actionable and measurable data in an easy-to-access way.

CRM Evolution 2010 - Wednesday, August 4, 2010
A301 – Streamline Service Delivery
9:00 a.m - 9:45 a.m
Mr. John Roddy, Sr. VP / CLO Arhaus Furniture - Arhaus Furniture CTP
Arhaus Furniture will demonstrate how it has streamlined its delivery workforce and quickly produced significant return on investment. Using advanced tools for planning, routing, dispatching, and predictive customer communications, Arhaus will explain how it is saving an average of $10,000 per driver, annually Attendees will learn how Arhaus Furniture uses technology to increase workforce capacity by routing drivers/technicians to appointments efficiently and quickly delivering products to the customer; how the company cut costs by reducing the number of drivers needed for appointments and managing communications between the driver, call center, and the customer; and the importance of narrowing service windows and optimizing routing to save millions of dollars and improve customer service.

C301 – How the City of New York Delivers Customer Service, Part 1
9:00 a.m - 9:45 a.m
Saadia Chaudhry, Call Center Director, 311 - City of New York
Over the past year, economic realities across the country have forced private sector and municipalities to cut costs. The impact of budget pressures on city services and 311 in particular will be covered in this session. The next session will cover customer expectations. Why are they calling? What do they want? And, how do we deliver? Later in the day, attendees will also be able to visit and tour the NYC311 customer service center in Manhattan, the largest municipal customer service operation in North America.

C302 – How the City of New York Delivers Customer Service, Part 2
10:00 a.m - 10:45 a.m
Chenda Fruchter, Assistant Commissioner, 311 Customer Service Center - City of New York
James Perazzo, Director of Business Development and Performance Management - City of New York
The first session will explore the impacts of social media tools on the government sector, using New York City’s adoption of social media from microblogging to picture-sharing, as a framework. The next presentation will reveal how New York City has introduced and expanded its business intelligence approach and capabilities as part of Mayor Bloomberg’s goal of transparency and openness in city government. From concept to desktop dashboard in 4 years, the NYC311 Analytics program is a model example of how to approach, create, design, develop, implement, and ultimately use CRM analytics.

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