Monday, August 13, 2012
Become Preferred: Up-Level the Brand Experience
9:00 a.m. - 10:00 a.m.
Michael Vickers, Executive Director - Summit Learning Systems Author, Becoming Preferred: How to Outsell Your Competition

Based on Michael Vickers’ best-selling book, Becoming Preferred, this keynote presentation teaches leading-edge strategies and tactics to help place your company in the preferred position every time. Attendees can learn how to become unique in a crowded marketplace, how to bring distinctive value to their customers or clients, how to build long-term economic relationships, and how to create added value to win the price war. This presentation is filled with applicable anecdotes, examples, and strategies designed to give your team immediate results.

track A
A101 – CRM 2.0 for Sales Management
10:15 a.m. - 11:00 a.m.
Jim Dickie, Research Fellow, MHI Global - CSO Insights

CSO Insights recently completed its Sales Management Optimization survey, gathering data from 600-plus firms. The study focused on challenges facing the people leading our sales teams, why these problems exist, and what can be done to effectively deal with these issues. This session, using case study examples, shows how sales managers can leverage CRM 2.0 solutions to increase win rates, improve forecast accuracy, get new reps up-to-speed faster, improve margins, and more.

A102 – From Traditional Marketing to “Revenue Marketing”
11:15 a.m. - 12:00 p.m.
Bruce Culbert, Partner, Chief Service Officer - The Pedowitz Group Managing Director - BPT Partners and Cultech Executive Consulting

B2B marketers are more accountable today than ever for driving new and sustainable revenue in partnership with sales. How are companies transforming their marketing efforts from “feels good/looks good/sounds good” to a measurable contribution to the bottom line? This session discusses the following: What is revenue marketing and what should your company be doing to get on board? How does a company transform from a traditional marketing approach to revenue marketing? What is the impact of marketing automation on revenue marketing? What are the marketing automation and CRM must-haves? What solutions are available in the industry? Examples and case study discussions are included.

Attendee Lunch
12:00 p.m. - 1:15 p.m.
A103 – Increase Sales and Marketing Effectiveness Through an Improved Customer Engagement Process
1:15 p.m. - 2:00 p.m.
J. Paul Kelly, Executive Solutions Manager, Sales Solutions - FedEx Services PMP
Streamlining sales processes can have a significant impact on the bottom line—especially for large enterprises. That’s what FedEx noticed with its Sales Playbook. Learn how project leads receive a single point of access for engaging salespeople; obtaining sales support resources; and determining optimal sales strategy, channels, and tactics. Also, hear how sales support stakeholders benefit from the reduction and alignment of process funnels into a cohesive, single funnel. And see how salespeople benefit from fewer distractions and more time selling.

A104 – CRM Solution Sessions
2:15 p.m. - 3:00 p.m.
Microsoft Dynamics CRM: Experience the Innovation
Craig Dewar, Director, Product Management - Microsoft Dynamics CRM; Microsoft Corporation

Unlock your sellers, marketers, customer service team, and managers’potential! This action-packed session demonstrates how Microsoft brings together its platform, devices, and Microsoft Dynamics CRM assets to elevate employee performance via improved sales productivity, strong team collaboration, and the insights to outsmart your competition.

Hear how Mohegan Sun is using Infor CRM to enhance their customers’ experience while maximizing revenue.
Chris Friday, Chief Information Officer - Mohegan Sun (presenting for Infor)

Hear how Mohegan Sun, one of the largest and most distinctive destinations in the United States, is hitting the jackpot in customer experience. Mohegan Sun’s Chief Information Officer, Chris Friday, will discuss how they are using Infor CRM Epiphany to enhance their customers’ experience and maximizing revenue even with the pressures of the increasingly competitive East Coast gaming market.

Don’t miss this opportunity to hear how one of the world’s most respected guest- oriented organization is raising the stakes with Infor CRM Epiphany.

A105 – Lead Management: A Hit in Professional Sports
3:15 p.m. - 4:00 p.m.
Scott Jeffer, CRM Manager - New York Yankees

Like most businesses that use CRM, professional sports teams manage databases containing large numbers of B2B and B2C customers accumulated from multiple in-house and online sources. See how current and potential customers are rated for purchase potential, updated, and made easily searchable for account executives. Also, take away a successful unique CRM user adoption strategy that was launched when deploying to a staff of 90% CRM rookies!

A106 – The Future Role of Marketing in the Retail Store
4:15 p.m. - 5:00 p.m.
Nikki Baird, Managing Partner - Retail Systems Research

When it comes to a seamless cross-channel experience, the retail store is by far the biggest barrier to delivering on shopper expectations. Creating alignment in digital channels is relatively easy. In stores, it’s slow, expensive, and very difficult to execute. This session examines the ways that retailers and brands are looking to bring the store more in line with the digital customer experience. This session also provides a future glimpse of the impact of social and mobile channels on stores, as well as what retailers and brands need to do now to position for a more localized digital experience in their stores.

5:00 p.m. - 7:00 p.m.

Mingle with exhibitors, speakers, and conference attendees while enjoying good food and drinks.

track B
B101 – Evaluating Technologies for the Extended Customer Service Ecosystem
10:15 a.m. - 11:00 a.m.
Kate Leggett, VP and Prinicpal Analyst - Forrester Research

The contact center technology ecosystem for customer service has grown more complex over time as new technologies and deployment modes emerge, and as the vendor landscape changes because of mergers and acquisitions. Forrester presents its findings, which reveal the 24 most important contact center technologies across the following dimensions: 1) the current state of the technology; 2) the technology’s poten- tial impact on customers’ business; 3) the time experts think the technology will need to reach the next stage of maturity; and 4) the technology’s overall trajectory—from minimal success to significant success.

B102 – Overcome Voice-of-the-Customer Obstacles
11:15 a.m. - 12:00 p.m.
Patrick Gibbons, Principal, Senior Vice President - Walker

Leveraging the voice of the customer (VoC) is critical to business success. However, what if it doesn’t work? Too often, companies struggle to get the most out of their VoC strategies because there are so many key elements that must be effectively implemented for everything to work. This presentation identifies key obstacles that dilute the effectiveness of important VoC strategies, includes brief case studies from companies that have successfully overcome key VoC obstacles, and provides key recommendations on effective implementation of VoC strategies.

Attendee Lunch
12:00 p.m. - 1:15 p.m.
B103 – Provide Top-Notch e-Commerce Customer Service and Support
1:15 p.m. - 2:00 p.m.
Randy Rubingh, Director of Customer Service - StubHub
StubHub has risen to the top of the secondary ticketing market while maintaining a top customer service ranking out of all e-commerce companies. This presentation will cover steps to create award-winning customer service through the use of transparency and technology. StubHub has established a dedicated 24/7 call center, created a full service Twitter handle to respond to customer complaints in real time, developed mobile applications to reach consumers on the go, and taken steps on-site at all events to ensure proper handling of any last-minute issues. Attendees will learn how to establish a dedicated customer service center that leads to a positive ROI and how to use technology to immediately respond to customer concerns.

B104 – CRM Solution Sessions
2:15 p.m. - 3:00 p.m.
Cloud, Analytics, Social — Learn How HP Turned These Disruptive Forces Into High-Value CRM Solutions
Kimberly Davis Jones, Global Enterprise BPO, CRM Services Product Marketing - Hewlett Packard
Alan Klapper, Sr. Product Marketing Manager, Autonomy Multichannel Interaction Solutions - Hewlett Packard
Mark Yujuico, Global Enterprise Applications Services Product Marketing Manager, Microsoft Dynamics CRM Services

Everyone is talking about CRM in the cloud (SaaS), voice of the customer analytics, and social CRM. But how have these exciting innovations been applied to real-world CRM challenges? Listen to three case studies to learn how HP has solved critical front-office problems for three different clients in three different industries (high tech, retail, communications). Attendees learn how to enhance a contact center with a CRM application delivered in a virtual private cloud (SaaS) to reduce operating costs while increasing flexibility and business insight; apply customer interaction analytics tools to analyze both structured and unstructured data to balance an increase of customer lifetime value and a decrease in customer support costs; and leverage social CRM in a virtual contact center to listen, analyze, and engage in social conversations to enhance customer satisfaction and loyalty and drive from service to sales.

Three Ways to Improve the Customer Experience and Increase Productivity in a Rapidly Changing World
Stephen Kraus, Senior Director, Product Marketing - Pegasystems

Are you struggling to keep pace? Every day your customers are demanding more from you — support for new communication channels, new mobile devices, tighter service levels, increased personalization — while your shareholders are demanding higher productivity, lower costs, faster time to ROI. Join us to hear three specific ways some of the largest companies in the world are improving the customer experience and reducing costs.

B105 – Insight and Agility for Today’s Contact Center
3:15 p.m. - 4:00 p.m.
Sachin Sardar, Service Centers Solutions Architect, Nationwide Insurance - Nationwide Insurance
This presentation shows how Nationwide Insurance enables customer service reps to support the entire life cycle of customer service with a solution that offers a 360-degree customer view and policy-servicing capabilities in its contact centers.

B106 – How NYC311 Is Shifting From a Call Center to a Multichannel Source for Information
4:15 p.m. - 5:00 p.m.
Joseph Morrisroe, Executive Director - NYC311 - City of New York - Mayor's Office of Operations

Facing an unsustainable operating model of increasing demand and shrinking supply, New York City’s nonemergency government hotline is shifting service delivery from a call center to a multichannel source for information. The shift required changes in culture and process and is dependent on CRM technology to deliver low-cost, self-service channels on par with the quality standards expected of the NYC311 brand. This presentation shares key experiences and examples that drove this change and provides a road map for others facing similar challenges.

5:00 p.m. - 7:00 p.m.

Mingle with exhibitors, speakers, and conference attendees while enjoying good food and drinks.

track C
C101 – Executive Boot Camp, Part 1— The New Era of CRM
10:15 a.m. - 11:00 a.m.
Barton J Goldenberg, President - ISM, Inc.

Part 1 walks attendees through the social CRM hype and informs them how to create and implement a successful CRM and social CRM strategy. This session covers the latest CRM definitions, digs into the people/process/technology components, and describes emerging CRM trends including social CRM, mobile CRM, CRM cloud computing, and multichannel CRM.

C102 – Executive Boot Camp, Part 2— Leveraging Social Media to Advance CRM Efforts
11:15 a.m. - 12:00 p.m.
Barton J Goldenberg, President - ISM, Inc.

This session describes social CRM challenges, such as identifying the optimal tools for listening/capturing social insight, determining how to best filter this insight so that it can be made actionable, knowing how to easily and intuitively port this insight into CRM systems/customer profiles, and analyzing/utilizing this filtered information effectively in the organization’s marketing and sales efforts. Using real-life case studies, this session describes how best-in-class companies such as Kraft Foods, AAA, Exxon Mobil, Dell, Verizon, and others have successfully overcome social CRM challenges to achieve meaningful business value.

Attendee Lunch
12:00 p.m. - 1:15 p.m.
C103 – Executive Boot Camp, Part 3— Making Social CRM Happen
1:15 p.m. - 2:00 p.m.
Barton J Goldenberg, President - ISM, Inc.

This session examines the key elements that drive a successful CRM implementation, including a structured approach (“top-down/ bottom-up” methodology), data standards and integrity, effective governance, meaningful change management, impactful communications, continuous training, champion program, and compelling incentives. The Executive CRM Boot Camp concludes by digging into leading CRM executive issues that every executive should master: executive leadership, integrating people/process/technology, managing software vendor/integration partners, and obtaining/maintaining user interest. Participants receive a checklist for designing and implementing a successful CRM strategy.

C104 – CRM Solution Sessions
2:15 p.m. - 3:00 a.m.
Creating a Team of Top Performers with Social Selling
Larry Bowden, Vice President, Web Experience Software - IBM (Presenting for SugarCRM)

Every company has top sales people. You know the ones who always win the trip to Miami. What if your entire team could work like that? What would that look like and what impact would it have on your business? In this session, IBM will show how adding social collaboration and analytics capabilities to your sales process can improve sales productivity. Come learn how you can create a team of top performers with social selling and what results it can drive for your business.

Five Ways to Elevate Your CRM
Ehab Samy, Director, Product Management - Pivotal CRM CRM

In this session, hear about the top five ways to elevate your system from commoditized CRM to CRM + and why it’s important to start taking steps toward a more robust solution now.

C105 – Common Pitfalls and Misconceptions About Customers
3:15 p.m. - 4:00 p.m.
Scott Rogers, VP Member Experience - Mountain America Credit Union

CRM practitioners often make assumptions about their customers without realizing the impact they have on their CRM efforts. This presentation looks at some of the most common mistakes in branding, marketing communications, value, the importance of sentiment, the meaning of relationships, etc., exploring the differences between a company’s viewpoints and its customers’.

C106 – How to Select a CRM Vendor
4:15 p.m. - 5:00 p.m.
Eric Pozil, Principal Analyst and President - CRM Northwest
Jim Berkowitz, CRM Technology Coach & Digital Marketer - CRM Mastery, Inc.

Companies which select a CRM solution are influenced by a number of factors, including organization requirements, automation of business processes, management goals, technology upgrades, vendor relationships, and the need to meet customer demand for their products and services. The first briefing covers vendor strategies used to win an evaluation. Successful negotiation strategies companies have utilized to obtain favorable terms are also discussed. The presentation concludes by sharing best practices on conducting thorough, time-saving, and effective CRM evaluation. The next presentation shares, step by step, how a food-service equipment manufacturer, Unified Brands, went through its CRM technology selection process.

5:00 p.m. - 7:00 p.m.

Mingle with exhibitors, speakers, and conference attendees while enjoying good food and drinks.

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