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August 8 - 10, 2011
Hilton New York
CRM Evolution 2011 - August 8-10, 2011 - Hilton New York
Customer Case Studies

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.

Monday, August 8, 2011
A106 – How Social Media Changed Customer Communication
4:15 p.m. - 5:00 p.m.
Frank Eliason, Senior Vice President of Social Media - Citibank
Social media is revolutionizing the way companies do business, from product development and marketing to sales and customer support. One click, and unfiltered customer feedback— good and bad—reaches thousands of friends and followers. Your customers are actively embracing social media. Is your front line engaged and listening? Learn how to train employees to interact with customers through social media tools, important policies and procedures to consider, how to use employee accounts to humanize the brand, privacy pitfalls, and more.

C106 – CRM Helps NYC Schools Reform
4:15 p.m. - 5:00 p.m.
Amrit Singh, Deputy Executive Director, Product Development, Division of Strategy and Innovation - NYCDOE, New York City Public Schools
John-Michael C. Knowles, Director, Education & Public Sector - Acumen Solutions
New York City Public Schools leads education reform, tracking success with a CRM platform. The future of education lies in a real-time CRM solution providing insight into mastery of standards and instruction efficacy. This session shows how teachers drill down in real time to measure student performance and adjust curriculum. Learn how the system has been able to improve efficiency and save employee time and see metrics on how the system improved reading skills in New York.

Tuesday, August 9, 2011
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.

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.

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.

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.

Wednesday, August 10, 2011
B301 – Using CRM for Integrated Marketing Strategies
9:00 a.m. - 9:45 a.m.
John Johnston, eBusiness Marketing Manager - Volvo Construction Equipment North America, LLC.
Learn how to integrate people, processes, and technologies across the marketing ecosystem to increase effectiveness, improve efficiency, drive marketing performance and marketing ROI. Potential areas of integration include offline and online; social media and traditional media channels; outbound, inbound, and event-triggered campaigns; marketing alignment with sales (lead management) or customer service (retention and loyalty); planning and marketing mix optimization; strategic planning and performance management; and content/asset management.

C301 – Integrated Data and Processes
9:00 a.m. - 9:45 a.m.
MODERATOR: Om Kundu, Industry Strategist
Greg Langston, Vice President of Sales - The Harris Products Group
Kiran Koons, SAP CRM Manager - Bentley Systems
Kristen Woodward, Business Process Manager, Sales & Marketing - Welch Allyn
In this new economy, there is a heightened focus on customer facing activities. Doing business as usual is no longer acceptable. To retain and grow your customer base, it’s critically important to identify your best targets, increase customer satisfaction, and determine the best product mix and pricing strategies to maximize revenue and profits. In this roundtable, customers will share their experiences supporting their best-in-class customer strategies with end-to-end CRM insights and processes.

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