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August 8 - 10, 2011
Hilton New York
CRM Evolution 2011 - August 8-10, 2011 - Hilton New York
Tuesday, August 9, 2011
Sunrise Sessions
SS1 – Now Batting for Major League Baseball: CRM
8:00 a.m. - 8:45 a.m.
Scott Jeffer, CRM Manager - New York Yankees

 

Professional sports and entertainment marketers are challenged with managing and building databases containing large potential and current customer bases from multiple sources. Now critical is CRM’s integration with other systems related to ticketing, accounting, merchandise, food and beverage, customer service, online marketing, and social media to keep up with rabid fan bases. From award-winning CRM adopter at Minor League Baseball’s Toledo Mud Hens to a soon-to-be implemented CRM system at the New York Yankees, this presentation proves that successful CRM concepts transcend business, no matter how big the company or how many 3,000-hit players are on the roster!

 

SS2 – A New Paradigm for Direct Response Success
8:00 a.m. - 8:45 a.m.
MODERATOR: Jennifer Rabuck, Client Services Director - The Relationship Marketing Factory
Ellen Ryan, Co-Founder/CEO - The Relationship Marketing Factory
Brian Moss, VP of Sales for InteleMedia - The Relationship Marketing Factory
Jeff Perlman, President - The Relationship Marketing Factory

As direct marketers, we are held accountable for successes and profitability. Unfortunately, often key campaign responsibilities are left to others to manage. The result? Campaign performance slips through the cracks, turning success to disaster. There is a better way to design, manage, and optimize campaigns-apart from the traditional approach-with significantly better results. This discussion covers how to create a fluid connection between direct marketing disciplines and a contact center network. Learn how combining real-time contact center management, speech analytics, and contact center network reporting can gather intelligence and drive greater profitability.

SS3 – Online Behavioral Advertising: New Regulation
8:00 a.m. - 8:45 a.m.
Steven C. Bennett, Partner - Jones Day

The Federal Trade Commission and the Commerce Department recently issued reports on online information gathering, including online behavioral advertising. Both houses of Congress have conducted hearings on the subject. The European Union has issued additional directives specifically addressed to online behavioral advertising. These new regulations may dramatically affect the conduct of advertising and marketing on the web. This program addresses the basics of the proposed new regulations and suggests ways that businesses may prepare to respond.

Keynote
KEYNOTE PANEL: Innovative Social Strategies
9:00 a.m. - 10:00 a.m.
MODERATOR: Marshall F. Lager, Managing Principal - Third Idea Consulting
Paul Greenberg, President - The 56 Group & Author, CRM at the Speed of Light
R "Ray" Wang, Founder and Principal Analyst - Constellation Research, Inc. CRM Magazine Advisory Board, Forbes Blog Contributor, Harvard Business Review Contributor, Investor in Altimeter Group
Brian Solis, Analyst - Altimeter Group

There is an incredible amount of hype around the need for organizations to have a “social strategy,” but what is this? Why is it so important? How does it leverage the social interactions going on among customers, brand influencers, strangers, and others in channels the company doesn’t control? Who’s done it well? Listen to experts explain how you can build a successful social strategy for your company that incorporates culture change, process transformation, and even changes to compensation. Come prepared to take notes from this all-star panel!

track A - Social CRM
Break in the CRM Showcase
10:00 a.m. - 10:45 a.m.
A201 – Social Communities: A Force Multiplier for the Contact Center
10:45 a.m. - 11:30 a.m.
Ian Jacobs, Senior Analyst - Forrester Research

While social media shows solid returns, most customers user traditional channels to contact companies. The social web provides valuable user-generated content offering opportunities to provide better customer experiences through contact centers. Learn ways in which enterprises can use social communities to better serve customers through traditional customer service channels, and how companies can utilize social communities to improve first contact resolution. Explore how enterprises can use social media as a force multiplier in contact center interactions.

A202 – Social Marketing
11:45 a.m. - 12:30 p.m.
Bruce Culbert, Chief Service Officer - The Pedowitz Group Managing Director - BPT Partners

Marketing’s role in revenue generation for a company has been permanently elevated. Today, revenue marketers have taken on the majority of the responsibility for the online channel as a revenue driver for companies. Now they need to rise to the challenge and opportunities of the social web and respond and engage with the social customer to drive new business. Where does a company begin? How does the marketing department step up? What social demand generation strategies will work for you company? This session helps you understand what is possible and practical and what you should be doing now.

Attendee Lunch, Keeping Marketing Fresh with Customer Analytics
12:30 p.m. - 1:45 p.m.
Aaron Cano, VP Marketing Planning - FreshDirect

Are you leveraging your customer data to drive your marketing efforts? Join Aaron to learn how FreshDirect is moving their marketing forward with customer analytics.

A203 – Video and the CRM Star
1:45 p.m. - 2:30 p.m.
Denis Pombriant, Managing Principal - Beagle Research Group, LLC CRM Magazine Columnist

Video is the newest wrinkle in CRM, and smart vendors have discovered how powerful and inexpensive it can be to use videos to convey content, rather than slides or conventional printing. In early 2011, Beagle Research Group initiated an award-winning series for videos used in sales, marketing, and service. This session reviews some award-winning videos and discusses the importance of video in sales and marketing efforts, the costs associated with development, and how video content coordinates with social networking strategies.

A204(a) – Differentiating Your Customer Experience
2:45 p.m. - 3:05 p.m.
Mike Merriman, Director of Strategic Services - Mzinga

Creating a tailored customer experience using social software can help acquire, engage, and support customers, but also build and nurture the relationships that can lead to real business value. This session covers designing a customer experience strategy, social software that supports an improved customer experience, and accelerating growth, increasing competitive advantage, decreasing churn rates, and increasing sales.

A204(b) – If CRM Is the Answer, What Was the Question?
3:10 p.m. - 3:30 p.m.
Juan Zanon, Head of CRM - Bankinter

Bankinter, an Infor CRM Epiphany customer, shows how it leveraged CRM technology to excel in hyper-competition by providing the company’s vision for gaining customer knowledge using a multichannel approach, including mobility. This presentation compares and contrasts analytical CRM and commercial CRM as well as illustrating real-life examples and lessons learned..

 

Break in the CRM Showcase
3:30 p.m. - 4:15 p.m.
A205 – Engage the Social Customer
4:15 p.m. - 5:15 p.m.
Becky Carroll, Associate Partner, Cloud Strategy and Solutions - IBM
In the first presentation, discover how Verizon engages its online community to crowd-source product and service innovation. Learn how to use social media to collaborate with existing customers for product innovation, how to grow brand advocacy and loyalty, and how to amplify your brand through word-of-mouth. The second presentation reveals how TurboTax took a risk, put power in the hands of its customers, and then got out of the way. Find out how organizations can use social CRM and customer reviews to their advantage, using buyers as word-of-mouth marketers. Success metrics are presented during this session.

Networking Reception
5:30 p.m. - 7:00 p.m.
track B - CRM
B204(a) – Technologies That Improve Enterprise Searches
2:45 p.m. - 3:05 p.m.
Stephen Lernout, CEO - MIIAtech

 

Database technologies are designed for records with fixed structures (e.g., purchasing records or catalog entries), where each piece of information has a predetermined relationship to all other information. It makes conducting searches difficult, with results often being inaccurate. However, this session provides the details about a technological solution to help enterprise users store, search, analyze, and retrieve data efficiently and on-the-fly.

 

Break in the CRM Showcase
10:00 a.m. - 10:45 a.m.
B201 – Operationalize Voice of the Customer Across Your Enterprise
10:45 a.m. - 11:30 a.m.
Leslie Ament, SVP Research & Principal Analyst - Hypatia Research Group

With many companies competing on thin profit margins, customer perception of brand reputation, product quality or service category ranking, and level of customer service are critical to maintaining market share. Learn how to create effective VOC techniques, processes and performance metrics as we share best practices from our research. Attendees will learn: A) What strategic, operational, and tactical goals VOC will address; B) Which customer data sources should be utilized; C) Which role should manage this customer information; D) which function should be accountable for analysis of VOC information; and more.

B202 – Improved ROI Through Analytically- Based Segmentation
11:45 a.m. - 12:30 p.m.
Nick Antoniades, Director, Marketing and CRM - Jetsetter, a division of the Gilt Groupe
Every organization is unique in the drivers of its margin, the customer data it holds, and its capture rate. Linking these and building a segmentation methodology that is unique to the organization’s customer base, the data it has and what drives its margin can and does result in higher ROI compared to standardized models. Analytical tools like SPSS, SAS, and more can accomplish this. Learn how to accomplish incremental and longitudinal results from contacts based on these types of segmentation and run controlled tests to measure improvement.

Attendee Lunch, Keeping Marketing Fresh with Customer Analytics
12:30 p.m. - 1:45 p.m.
Aaron Cano, VP Marketing Planning - FreshDirect

Are you leveraging your customer data to drive your marketing efforts? Join Aaron to learn how FreshDirect is moving their marketing forward with customer analytics.

B203 – Selecting the Right Data
1:45 p.m. - 2:30 p.m.
Ruth Stevens, President - eMarketing Strategy
Bernice Grossman, President - DMRS Group, Inc.

In the B2B world, marketers can choose from a variety of data suppliers for importing information about customers and prospects into their CRM systems. But how do you determine the best data source to fit your needs? This session provides a step-by-step methodology for vendor evaluation and presents the results of recent research into the quantity and quality of the data available from top vendors today.

Break in the CRM Showcase
3:30 p.m. - 4:15 p.m.
B205 – Leverage New Opportunities to Close Deals
4:15 p.m. - 5:15 p.m.
Nate Hedtke, Director of CRM, Foodservice - Kraft Foods
The first session will showcase how Kraft Foodservice is able to improve upon existing salesforce automation, marketing program effectiveness, and mobility efforts to increase customer engagement and loyalty. Additionally, learn how its salespeople became more prepared for sales calls and better in-tune with the customers’ needs. The second presentation from Adobe Systems reveals what social selling is and why it’s a core part of a social CRM strategy. Gain a solid understanding of how social selling can drive CRM user adoption and ROI, and learn tactics to maximize social CRM best practices.

Networking Reception
5:30 p.m. - 7:00 p.m.
track C - Deployment Strategies
Break in the CRM Showcase
10:00 a.m. - 10:45 a.m.
C201 – Knowledge Management for Customer Service Done Right
10:45 a.m. - 11:30 a.m.
Kate Leggett, Prinicpal Analyst - Forrester Research

Use knowledge management to align customer service solutions with customer expectations. Personalize interactions, increase customer satisfaction, reduce handle time, and gain operational efficiencies. Tame the volume of corporate knowledge in disconnected company systems and social media sites, and learn how to best maintain knowledge and feedback. Explore the six best practices to create, maintain, and evolve customer service knowledge; discuss real-life examples of successful knowledge management deployments; and get advice on utilizing knowledge management effectively.

C202 – Is Real-Time Analytics Feasible?
11:45 a.m. - 12:30 p.m.
Aphrodite Brinsmead, Analyst, Customer Interaction - Ovum

Analytics can be deployed in the contact center to measure cross-channel communications, understand why customers are calling, and determine first-call resolution. In 2011, we hear more about real-time analytics from both speech analytics and CRM vendors. Learn the different types of analytics solutions available for the contact center, and discuss suitable scenarios for deploying real-time capabilities. Topics include the evolution of analytics, what real-time analytics is and why you should deploy it, the challenges of implementation, and recommendations for enterprises.

Attendee Lunch, Keeping Marketing Fresh with Customer Analytics
12:30 p.m. - 1:45 p.m.
Aaron Cano, VP Marketing Planning - FreshDirect

Are you leveraging your customer data to drive your marketing efforts? Join Aaron to learn how FreshDirect is moving their marketing forward with customer analytics.

C203 – Face Value—The Customer Game
1:45 p.m. - 2:30 p.m.
Patrick Gibbons, Principal, Senior Vice President - Walker

Face Value is an award-winning interactive exercise to demonstrate the concept and value of leveraging customer information. Entertaining and informative, Face Value players represent companies, and customized playing cards represent customers. Rounds focus on a variety of topics to include revenue, mergers, lost customers, profitability, loyalty, service, and more. Playing Face Value results in relevant discussions about how organizations acquire and maintain the right customer information to transform educated guesses into better business decisions.

C204(a) – Unleashing the Power of Productivity
2:45 p.m. - 3:05 p.m.
Craig Dewar, Director, Product Management - Microsoft Dynamics CRM; Microsoft Corporation

In today’s economy, organizations need to connect with customers in scalable, costeffective, and productive ways to drive current business and build for future growth. Come see how Microsoft Dynamics CRM is changing the game of traditional customer relationship management by leveraging powerful integration with Microsoft Office 365 and business networking capabilities. Learn how organizations are unleashing the power of productivity with Microsoft Dynamics CRM.

 

C204(b) – Empower Your Customer-Facing Professionals with CXO
3:10 p.m. - 3:30 p.m.
Mark Myers, Senior Director of Product Marketing - Vivisimo Inc., an IBM Company

The average customer-facing professional has to separately access and use 10 different applications—including a CRM system—to do their job. Dealing with so many different applications and data sources adversely affects their ability to focus on the customer’s needs. Learn how Vivisimo’s CXO—Customer Experience Optimization—consolidates information from CRM and other systems into a single view to free your employees to connect meaningfully with your customers, address their needs, up-sell, cross-sell, and deliver an exceptional customer experience

 

Break in the CRM Showcase
3:30 p.m. - 4:15 p.m.
C205 – Improve Customer Service Experiences
4:15 p.m. - 5:15 p.m.
Bonny Simi, Director of Customer Experience & Analysis - JetBlue Airways
In the first session, attendees learn how Farmers Insurance has—through the use of solutions providing agents an integrated closed loop CRM capability—defined new approaches, tools, and processes to support the entire life cycle of customer service and relationship management. Attendees can see how Farmers Insurance implemented an integrated CRM platform including Single Customer View, eCMS and MyFieldpoint agent’s dashboard and toolkit, ServicePoint and HelpPoint call center capabilities, as well as new customer self-service capabilities via IVR, Internet, and mobile apps, and more. In the second session, attendees get an inside perspective on how JetBlue Airways employs text analytics to understand passenger sentiment, improve services, and head off issues. Learn the steps businesses can take to proactively address the concerns of social, influential customers, and discover how significant cost and time savings can be gained with the use of a text analytics solution, the challenges inherent to implementation, and more.

Networking Reception
5:30 p.m. - 7:00 p.m.
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