Conference Program

At CRM Evolution 2019, you’ll hear the innovative approaches that the world’s leading organizations are deploying in CRM, sales and marketing technologies, customer experience, customer service, and much more. Whether you are an executive or manager interested in new business strategies and trends or a sales or marketing professional looking for tips and techniques to maximize customer value, you’ll find all of your bases covered at CRM Evolution.

This year's program includes tracks on: Smart Sales, Strategic Planning, CRM Success, Artifical Intelligence, Smart Marketing, Real World Case Studies, B2B Marketing, and Data Points.

Final Program [PDF]

Monday, Apr 29

Welcome & Opening Keynotes

 

Opening Keynote: Algorithms in, Humans out?

09:00 AM2019-04-292019-04-29

Monday, April 29: 9:00 a.m. - 10:00 a.m.

This presentation discusses the most important technological development of the coming years: artificial intelligence. What can companies expect? What should we do as more and more human skills are being taken over by these kind of systems, such as looking, listening, talking, reading and reasoning? And what will the future of artificial intelligence look like? What is definitely possible, and what isn't? How does this change the relationship with your customer?

The future is also brightened by the autonomous "digital butler" who gives you answers before you knew you need answers, and helps you before you knew you needed help. But does it only have advantages? Or not? What are the unintended, unforeseen disadvantages of this technological trend? Just like we should have done with the introduction of social media and the smartphone, shouldn't we be asking ourselves that one important question: what do we want the era of artificial intelligence to look like?

Speaker:

, Speaker, trendwatcher, author, Studio Overmorgen

 

Keynote - How companies are partnering with conversational machines

10:00 AM2019-04-292019-04-29

Monday, April 29: 10:00 a.m. - 10:15 a.m.

Many machine-human partnerships are starting to take shape in modern contact centers. Today, machines make it possible to query and classify vast numbers of conversational interactions. Soon, machines will become increasingly proactive, conversational, and helpful. In this session we will explore what real contact center tasks are best suited for machines today, and how agents and machines can work together most effectively.

Speaker:

, Co-Founder, Co-Head of Engineering, Gridspace

 

Monday, Apr 29

Track A: Smart Sales

 

A101. Crossing the (Other) Chasm: Customer Understanding Is Key

10:30 AM2019-04-292019-04-29

Monday, April 29: 10:30 a.m. - 11:15 a.m.

For as long as there have been sales teams and marketing departments, there’s been friction. But technology distraction is widening the gulf. Customer understanding holds the key: an integrated, cohesive, holistic, and shared view of customers. Customer understanding requires input from across all customer interactions, both quantitative and qualitative, to build a clearer picture of customer priorities, needs, and preferences. That understanding creates feedback loops that inform how marketing, sales, and customer service operate. It translates into happier, more loyal customers. Learn how it can also help bridge the gap between sales and marketing, too.

Speaker:

, Principal Analyst & VP, Constellation Research, Inc.

 

A102. Successfully AI-Enabling Your Sales Organization

11:30 AM2019-04-292019-04-29

Monday, April 29: 11:30 a.m. - 12:15 p.m.

Over the past 6 years, CSO Insights studies have documented a disturbing deterioration in sales performance. Looking across 18 key operational metrics, in comparing sales effectiveness from 2012 to today, sales effectiveness is down in 17 of those areas. This session explores the causes behind this trend, then using case study examples, overviews how companies are leveraging AI-for-sales solutions to overcome these challenges. Join us and hear about real-world case study examples of how AI is optimizing customer lifecycle management.

Speaker:

, Research Fellow, Sales Mastery

 

Keynote Lunch - The Future is Conversational, Omnichannel, and in the Cloud

12:15 PM2019-04-292019-04-29

Monday, April 29: 12:15 p.m. - 1:15 p.m.

Today, IVRs are treated as a containment strategy to avoid calls reaching contact center agents. They focus on operational efficiency instead of customer experience. No wonder most users hate IVRs — 60% of them try to bypass them as soon as possible! The irony is that focusing on a great customer experience is a more effective approach for operational efficiency and cost savings, while also delivering high customer satisfaction scores.

We believe the future of customer engagement is conversational because conversations are at the heart of great customer experiences. Customers will interact with systems by speaking or texting naturally rather than pressing keys on their phones or reciting pre-determined commands. Conversational interfaces will allow businesses to route and handle hundreds of customer issues that wouldn't normally fit in a touch-tone IVR menu or even a mobile app. Customers won’t need to learn how to use conversational interfaces because they can just interact with them naturally.

In this talk we will demonstrate how to build a conversational assistant, train it and deploy it to our IVR and web chatbot. We will address the biggest challenges such as handling speech recognition inaccuracies, error handling, omnichannel deployments, and conversation state tracking. We will cover the conversational UX best practices as well as how to give your intelligent assistant a unique voice and tone. After this talk you will be equipped to launch your IVR, chatbot, and Alexa skill with Twilio Autopilot.

Speaker:

, Director of Product and Engineering, Twilio AI

 

A103. General Session: Is Conversation King? Smart Assistants, Voice Technology, & the Future of Customer Engagement

01:15 PM2019-04-292019-04-29

Monday, April 29: 1:15 p.m. - 2:00 p.m.

In the 4 years since Amazon's first Echo device hit the market, roughly half of American households have at least one smart speaker in them. As consumers move more of their interactions through these devices, how is it changing their expectations for the kind of experiences they want from the brands and businesses they do business with? Join us and our panel of senior executives from leading technology providers to discuss the growing impact of voice technology on CRM and customer experience and look at how it may shape the future of engagement both in B2C and B2B customer journeys.

Moderator:

, Lead Analyst-Founder, Opus Research, Inc.


Speakers:

, GM, Customer Care Intelligence, Microsoft

, Senior Director: Product Management, Salesforce

, Sr Director, Product Management, CX Applications, Oracle Corporation

 

A104. Expert Perspectives: NICE inContact

02:15 PM2019-04-292019-04-29

Monday, April 29: 2:15 p.m. - 3:00 p.m.

Learn more about the latest technological developments in customer relationship management from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #CRMevolution on Twitter for updates.

Improving Sales Results with Customer Service
2:15 p.m. - 3:00 p.m.

Everyone realizes the importance of good customer service, but did you realize that the performance of your customer service organization has a major impact on sales results? Whether it’s closing new opportunities or expanding share of wallet with up-sell opportunities, it’s good to know how customer service impacts and can increase sales results. We’ll go through the specifics. You’ll also get a tool you can use to systematically improve customer service, or pass on to someone in your organization, so you can more easily achieve your sales goals.

In this session we will discuss:

- New research on the impact of customer service on sales performance.

- How sales organizations can improve operations by leveraging customer service technology.

- A Customer Experience Maturity Model and how to improve customer service (and sales results).

Speaker:

, Sr. Product Marketing Manager, NICE inContact

 

A105. Understanding the Connected B2B Buyer

03:15 PM2019-04-292019-04-29

Monday, April 29: 3:15 p.m. - 4:00 p.m.

Information-fueled B2B buyer influencers and decision makers have developed different habits and practices around making purchase decisions and simply don't behave the way sellers expect them to behave. In this session you learn 1) what information sources B2B buyers trust; 2) how B2B buying decisions have changed; and 3) how you can effectively sell to the B2B buyer.

Speaker:

, Chief Research Officer, G2 Crowd

 

A106. The Digital Transformation of B2B Selling

04:15 PM2019-04-292019-04-29

Monday, April 29: 4:15 p.m. - 5:00 p.m.

The digital transformation of selling or the way we engage our customers, prospects, and partners is changing rapidly. As your business ecosystem becomes increasingly engaged socially, the way our relationships are created and managed, both today and in the future, will be drastically altered. This session covers how to set up a social engagement program for your sales organization that includes CRM and related technologies, LinkedIn, Sales Navigator, marketing automation, Facebook for Business, Instagram, YouTube, and, Twitter. Join us to learn how to better understand and managing the changing B2B business buying and selling process.

Speaker:

, President, RA McCutcheon Consulting and Certified Sales Professional, Dynamics CRM MVP

 

Monday, Apr 29

Track B: Strategic Planning

 

B101. Humanizing Your Company in Service of Everyone

10:30 AM2019-04-292019-04-29

Monday, April 29: 10:30 a.m. - 11:15 a.m.

As CRM, CX, and customer engagement have evolved, so have the tools and strategies for personalizing the customer's experiences and interactions with the company. But it now takes more than that to do it. It takes both personalization and humanization. Often grouped as personalization, these two concepts are markedly different and both are important. Personalization might mean those meaningfully optimized offers, but humanization means that the customer is seeing the company for the good it does, the people it has, and the real interest in the individual customer it needs. Humanizing the company means DNA-level concern for the customer via its employees. Learn why humanization and personalization are your company's future.

Speaker:

, Managing Principal, The 56 Group, LLC and & Author, CRM at the Speed of Light

 

B102. Evaluating & Selecting a CRM: A Case Study

11:30 AM2019-04-292019-04-29

Monday, April 29: 11:30 a.m. - 12:15 p.m.

The evaluation and selection of a CRM is one of the most important decisions you will make and needs to be considered a project of its own. Join us in this session and learn the five key steps for making sure that you make the correct CRM selection for your organization’s needs. We cover 1) how to establish the core team of decision makers who will contribute to selection process; 2) writing a clear, well-planned RFP; (3) selecting vendors and creating a “short list” who will receive your RFP; 4) making the final evaluation and selection of your solution; and 5) making the final recommendation to your senior leadership and closing the deal. This process takes time to make the proper selection and it’s an incredibly important first step to CRM success.

Speaker:

, Director of Project Management, CATIC

 

Keynote Lunch - The Future is Conversational, Omnichannel, and in the Cloud

12:15 PM2019-04-292019-04-29

Monday, April 29: 12:15 p.m. - 1:15 p.m.

Today, IVRs are treated as a containment strategy to avoid calls reaching contact center agents. They focus on operational efficiency instead of customer experience. No wonder most users hate IVRs — 60% of them try to bypass them as soon as possible! The irony is that focusing on a great customer experience is a more effective approach for operational efficiency and cost savings, while also delivering high customer satisfaction scores.

We believe the future of customer engagement is conversational because conversations are at the heart of great customer experiences. Customers will interact with systems by speaking or texting naturally rather than pressing keys on their phones or reciting pre-determined commands. Conversational interfaces will allow businesses to route and handle hundreds of customer issues that wouldn't normally fit in a touch-tone IVR menu or even a mobile app. Customers won’t need to learn how to use conversational interfaces because they can just interact with them naturally.

In this talk we will demonstrate how to build a conversational assistant, train it and deploy it to our IVR and web chatbot. We will address the biggest challenges such as handling speech recognition inaccuracies, error handling, omnichannel deployments, and conversation state tracking. We will cover the conversational UX best practices as well as how to give your intelligent assistant a unique voice and tone. After this talk you will be equipped to launch your IVR, chatbot, and Alexa skill with Twilio Autopilot.

Speaker:

, Director of Product and Engineering, Twilio AI

 

A103. General Session: Is Conversation King? Smart Assistants, Voice Technology, & the Future of Customer Engagement

01:15 PM2019-04-292019-04-29

Monday, April 29: 1:15 p.m. - 2:00 p.m.

In the 4 years since Amazon's first Echo device hit the market, roughly half of American households have at least one smart speaker in them. As consumers move more of their interactions through these devices, how is it changing their expectations for the kind of experiences they want from the brands and businesses they do business with? Join us and our panel of senior executives from leading technology providers to discuss the growing impact of voice technology on CRM and customer experience and look at how it may shape the future of engagement both in B2C and B2B customer journeys.

Moderator:

, Lead Analyst-Founder, Opus Research, Inc.


Speakers:

, GM, Customer Care Intelligence, Microsoft

, Senior Director: Product Management, Salesforce

, Sr Director, Product Management, CX Applications, Oracle Corporation

 

B104. Expert Perspectives: The New 5 P’s of Marketing

02:15 PM2019-04-292019-04-29

Monday, April 29: 2:15 p.m. - 3:00 p.m.

Do you remember the 5Ps of Marketing? Product, Place, People, Price and Promotion? Formost of us in digital marketing, these may feel more than a little outdated. During this era ofalways-on, real-time marketing with a shifting regulatory landscape, there’s a new marketing mixthat you need to be versed in.

Join as Craig Schinn, VP of Strategic Services at Lytics, breaks down the new 5Ps thatmarketers need to know to succeed in today’s fast-paced environment. He’ll share his digitalstrategies and experiences from working with leading brands such as Verizon Wireless, Staples,General Mills, AT&T, The Economist and more.

Attend this session to learn:   

-  Practical methods for activating individual customer data  

-  The importance of first-party data for compliance and marketing performance   

-  How leading enterprises put data to work across channels, in real-time   

-  The tools of the trade you need to reap the benefits of the new 5 Ps

Speaker:

, VP of Strategic Services, Lytics

 

B105. Building Champions & Other Best Practices for Changing Your CRM Culture

03:15 PM2019-04-292019-04-29

Monday, April 29: 3:15 p.m. - 4:00 p.m.

Many companies struggle with adopting CRM or changing the existing culture and perceptions around CRM. This can happen on a new implementation or when there is a change in leadership that requires a change in the approach or effectiveness of CRM. This session discusses various situations that arise affecting CRM and the tactics and best practices to overcome common challenges. Topics include profiling your CRM culture; leveraging platform changes for culture changes; creating and supporting CRM champions; internal communication strategies for promoting CRM; coaching leaders on CRM executive support; and managing CRM culture through mergers and acquisitions. Join us in this session to learn how to transform your CRM culture.

Speaker:

, Founder, E Squared

 

B106. Strategies for Maximizing the Impact of Your CRM

04:15 PM2019-04-292019-04-29

Monday, April 29: 4:15 p.m. - 5:00 p.m.

Companies often invest heavily in CRM platforms and expect the benefits to simply materialize without a specific utilization strategy in place. The key to making the most of a CRM is to treat it as a means to an end, one that enables strategic business execution, rather than an end in and of itself. By focusing first on marketing and sales alignment and developing strategic processes, companies can select a CRM that best serves their needs and customize that CRM to help them more efficiently reach their goals. CRM maximization starts with a sound strategy and organizational buy-in and culminates in a system that provides significant impact and ROI. Learn how to develop a vision and overall strategy to extract the most value from your CRM investment.

Speaker:

, Business Unit Director, Salted Stone

 

Monday, Apr 29

Track C: CRM Success

 

C101. Executive Boot Camp, Part 1: The Critical Role of CRM in Your ‘Engaged Customer Strategy’

10:30 AM2019-04-292019-04-29

Monday, April 29: 10:30 a.m. - 11:15 a.m.

Every organization needs to gather, organize, analyze, and exploit the deluge of data coming from both traditional media and the digital fire hose. Your goal is to capture and retain customers awash in an increasingly digital sea. Learn how best-in-class B2B, B2C, and B2B2C organizations such as ExxonMobil, Amazon, Marriott, Uber, and Disney are taking an integrated approach to customer engagement. In this session, you learn how to achieve optimal customer engagement at each customer touchpoint; create a framework for achieving customer engagement excellence; and, build a solid CRM system as the foundation of a successful, engaged customer strategy.

Speaker:

, President, ISM, Inc.

 

C102. Executive Boot Camp, Part 2: Taking CRM Strategy to the Next Level

11:30 AM2019-04-292019-04-29

Monday, April 29: 11:30 a.m. - 12:15 p.m.

Learn the three-step approach for taking CRM strategy to the next level. Using real-world case studies from B2B, B2C and B2B2C industries, we show how to strengthen the customer foundation by tightly integrating CRM with ERP, knowledge management, ecommerce, and other systems. You also learn how to exploit comprehensive customer profiles and how to grow a two-way information exchange with customers to help your organization leverage its CRM investment to its full potential.

Speaker:

, President, ISM, Inc.

 

Keynote Lunch - The Future is Conversational, Omnichannel, and in the Cloud

12:15 PM2019-04-292019-04-29

Monday, April 29: 12:15 p.m. - 1:15 p.m.

Today, IVRs are treated as a containment strategy to avoid calls reaching contact center agents. They focus on operational efficiency instead of customer experience. No wonder most users hate IVRs — 60% of them try to bypass them as soon as possible! The irony is that focusing on a great customer experience is a more effective approach for operational efficiency and cost savings, while also delivering high customer satisfaction scores.

We believe the future of customer engagement is conversational because conversations are at the heart of great customer experiences. Customers will interact with systems by speaking or texting naturally rather than pressing keys on their phones or reciting pre-determined commands. Conversational interfaces will allow businesses to route and handle hundreds of customer issues that wouldn't normally fit in a touch-tone IVR menu or even a mobile app. Customers won’t need to learn how to use conversational interfaces because they can just interact with them naturally.

In this talk we will demonstrate how to build a conversational assistant, train it and deploy it to our IVR and web chatbot. We will address the biggest challenges such as handling speech recognition inaccuracies, error handling, omnichannel deployments, and conversation state tracking. We will cover the conversational UX best practices as well as how to give your intelligent assistant a unique voice and tone. After this talk you will be equipped to launch your IVR, chatbot, and Alexa skill with Twilio Autopilot.

Speaker:

, Director of Product and Engineering, Twilio AI

 

A103. General Session: Is Conversation King? Smart Assistants, Voice Technology, & the Future of Customer Engagement

01:15 PM2019-04-292019-04-29

Monday, April 29: 1:15 p.m. - 2:00 p.m.

In the 4 years since Amazon's first Echo device hit the market, roughly half of American households have at least one smart speaker in them. As consumers move more of their interactions through these devices, how is it changing their expectations for the kind of experiences they want from the brands and businesses they do business with? Join us and our panel of senior executives from leading technology providers to discuss the growing impact of voice technology on CRM and customer experience and look at how it may shape the future of engagement both in B2C and B2B customer journeys.

Moderator:

, Lead Analyst-Founder, Opus Research, Inc.


Speakers:

, GM, Customer Care Intelligence, Microsoft

, Senior Director: Product Management, Salesforce

, Sr Director, Product Management, CX Applications, Oracle Corporation

 

C104. Expert Perspectives

02:15 PM2019-04-292019-04-29

Monday, April 29: 2:15 p.m. - 3:00 p.m.

Learn more about the latest technological developments in customer relationship management from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #CRMevolution on Twitter for updates.

 

C105. Super Users Saved the Day— But Should They? A Case Study

03:15 PM2019-04-292019-04-29

Monday, April 29: 3:15 p.m. - 4:00 p.m.

Humana shares how it managed its recent CRM implementation. After taking months to implement CRM to drive customer service in their call center, they knew they were going to experience some pushback from the floor during this great change. That’s why they relied heavily on developing a team of early adopter “Super Users” to help lead the way. But maybe they relied on them a little too much. Learn how Humana rolled out its new Salesforce CRM to 15,000 customer service associates in offices around the world. This presentation discusses implementation successes and near misses as we seek to build up supervisors as informed coaches to lead our teams into a new phase of continued CRM innovation.

Speakers:

, Experience, Strategy & Transformation Lead, Enterprise Shared Services, Humana

, Senior Consumer Experience Professional, Humana

 

C106. The Connection Between Employee & Customer Experience

04:15 PM2019-04-292019-04-29

Monday, April 29: 4:15 p.m. - 5:00 p.m.

Customer experience initiatives are almost mandatory these days. While these programs may still have room to grow, most companies have at least acknowledged the importance of understanding and investing in improving the customer experience. One commonly overlooked driver of that experience is the employees who are responsible for delivering it. Whether directly interacting with customers or indirectly supporting ongoing operations, an engaged workforce is more likely to generate an engaged customer base. This presentation explores the connections between employee and customer experience and shares how employee insight is next on the list for “big data” to tackle. It also gives four steps for uncovering the key linkages that are specific to your company, your workforce, and your customers.

Speaker:

, Chief Marketing Officer, Elicit

Tuesday, Apr 30

Keynote

 

Keynote - Digital Transformation: Driving CX Excellence

09:00 AM2019-04-302019-04-30

Tuesday, April 30: 9:00 a.m. - 9:45 a.m.

89% of executive say digitization will disrupt their business this year. Yet fewer than 1/3 believe that their digital strategy is correct, and only 21% believe the right people are setting their strategy. Why the disconnect?

Using real-time case studies from global, best-in-class companies, Barton will illustrate how these companies are using digital transformation to enhance customer experience.

Hear how five components – CRM, Data & Analytics, Social Media Communities, Customer Engagement and Emerging Technologies – form an integrated framework for successful digital transformation. Learn how to assemble these components in bite-size chucks by following a long-term roadmap that focuses on critical people and process issues, as well as technology.

Speaker:

, President, ISM, Inc.

 

Keynote - Breaking barriers with an integrated software suite

09:45 AM2019-04-302019-04-30

Tuesday, April 30: 9:45 a.m. - 10:00 a.m.

This session will discuss the ways that an integrated software system can provide you deeper insights into your business and help you provide a better customer experience.

Speaker:

, Professor in Residence, Zoho Corporation

 

Tuesday, Apr 30

Track A: Artificial Intelligence

 

A201. Finding Your Best Business Case for AI

10:45 AM2019-04-302019-04-30

Tuesday, April 30: 10:45 a.m. - 11:30 a.m.

The promise of AI is great—but so is the challenge of identifying the right AI project to maximize adoption and returns to your organization. Using real case study examples, we share a practical framework for evaluating your AI readiness, prioritizing projects based on minimizing risk and maximizing returns, and developing a deployment and adoption plan to ensure success. Attend this session and discover the real value of AI in CRM.

Speaker:

, Vice President, Nucleus Research

 

A202. The Conversational Bot & its Impact on Your Business

11:45 AM2019-04-302019-04-30

Tuesday, April 30: 11:45 a.m. - 12:30 p.m.

What are the trends that will drive true business value when it comes to CRM and the role of artificial intelligence (AI) and bots? Join us in this session as we separate the hype surrounding these buzzwords from the reality of how they can become a helpful asset to your organization. As chatbots evolve beyond their role of merely executing a scripted path, will they fulfill their promise of becoming the user interface between customers and real AI? We tackle this question and more as we explore the evolving place of AI and bots in the new world of CRM.

Speaker:

, Managing Consultant, valantic and Co-Founder, CEO, aheadCRM

 

Keynote Lunch - The Intelligent Contact Center

12:30 PM2019-04-302019-04-30

Tuesday, April 30: 12:30 p.m. - 1:45 p.m.

AI can now help improve contact centers in ways that up until just a few years ago where not possible. Google Cloud AI enables anyone to tap into AI built on Google tech that up until recently has been exclusive to Google employees. This includes our pre-trained ready-to-use models, including speech recognition that is now twice as accurate for phone calls, WaveNet-based neural network speech synthesis, conversational NLU, and conversational analytics. Together with partners, Google is now bringing this technology to contact centers via Contact Center AI solutions. Companies with contact centers of all sizes can now automate conversational experiences, and improve performance of human agents.

Speaker:

, Product Manager, Google Cloud Al

 

A203. Driving Sales Effectiveness With Artificial Intelligence

01:45 PM2019-04-302019-04-30

Tuesday, April 30: 1:45 p.m. - 2:30 p.m.

The fastest-growing companies will use artificial intelligence (AI) to answer the fundamental sales question, "What opportunities do I pursue first?” But in order to leverage AI effectively, you must reach competence in four distinct areas. We discuss what the four areas are, how become competent in each area, and how you align your AI strategy to your overall sales and marketing strategy. Join us and learn how to start leveraging AI in your sales programs now.

Speaker:

, Director, Global Digital Marketing, Thermo Fisher Scientific

 

A204. Expert Perspectives: Kustomer

02:45 PM2019-04-302019-04-30

Tuesday, April 30: 2:45 p.m. - 3:30 p.m.

Learn more about the latest technological developments in customer relationship management from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #CRMevolution on Twitter for updates.

AI and Machine Learning Are Table Stakes for Competitive Customer Service
2:45 p.m. - 3:30 p.m.

Companies that want to achieve customer service efficiencies and superior satisfaction metrics are already using levels of automation and intelligence. AI and machine learning can be a game-changer for companies of all sizes, allowing the smaller ones to behave like they were much larger and the larger ones to provide superior, differentiated service.

Whether or not you're already employing AI tools and tech, this session will provide inspiration and use cases to help companies beat the competition.

Speaker:

, VP of Marketing, Kustomer

 

A205. Standards & Interoperability for CRM

04:15 PM2019-04-302019-04-30

Tuesday, April 30: 4:15 p.m. - 5:00 p.m.

After years of fierce competition, leading CRM vendors are creating data standards and products to make it easier for customers to connect CRM, marketing automation, and financial systems from multiple vendors. We examine the initiatives from major vendors such as Salesforce, Microsoft, SAP, Adobe, and others to understand how to take advantage of emerging new CRM standards.

Speaker:

, President, InfoStrat

 

Tuesday, Apr 30

Track B: Smart Marketing

 

B201. Designing CRM Processes for Sales, Customer Service, & Marketing

10:45 AM2019-04-302019-04-30

Tuesday, April 30: 10:45 a.m. - 11:30 a.m.

Having processes is critical for CRM success. But few companies understand the unique characteristics of customer-centric processes. This session shows how to transform customer journeys into a framework that can be applied to any people-centric process. Attendees receive a copy of C5 Insight's "CRM Process Design Workbook" to use during the session and to take back to the office.

Speaker:

, Managing Partner, C5 Insight

 

B202. The Age of Ad Hoc Relationships & the New Practice of Mapping Instinctual Orientation

11:45 AM2019-04-302019-04-30

Tuesday, April 30: 11:45 a.m. - 12:30 p.m.

This presentation focuses on the science of mapping the human limbic system (center for emotion and decision making) and the predictive models that now impact segmentation, messaging, creative, and customer journey strategies. Learn how to identify and reach early adopters and true influencers who have a positive bias for “going first” and leading the way for the rest of the adoption curve. Join us and gain a new perspective on segmentation, predictive science, and mapping instinctual orientation.

Speaker:

, Managing Partner, Threaded and Rakanter

 

Keynote Lunch - The Intelligent Contact Center

12:30 PM2019-04-302019-04-30

Tuesday, April 30: 12:30 p.m. - 1:45 p.m.

AI can now help improve contact centers in ways that up until just a few years ago where not possible. Google Cloud AI enables anyone to tap into AI built on Google tech that up until recently has been exclusive to Google employees. This includes our pre-trained ready-to-use models, including speech recognition that is now twice as accurate for phone calls, WaveNet-based neural network speech synthesis, conversational NLU, and conversational analytics. Together with partners, Google is now bringing this technology to contact centers via Contact Center AI solutions. Companies with contact centers of all sizes can now automate conversational experiences, and improve performance of human agents.

Speaker:

, Product Manager, Google Cloud Al

 

B203. How to Finally Shatter the 80/20 Myth by Employing ABM Best Practices

01:45 PM2019-04-302019-04-30

Tuesday, April 30: 1:45 p.m. - 2:30 p.m.

Most organizations don't measure efforts within customer utilization that will actually translate into maturity. And yet moving from those superficial metrics to the metrics that actually matter is essential to ROI. In this session Gray discusses these points: data collection and architecture, including how to apply intelligence for a clearer picture of your customer; applying basic ABM principals for max return; influencing content and messaging strategy to ensure customers become super users of your solution; modifying your current efforts for net new customers into content for existing customers to establish new revenue; and earning organizational buy-in and helping your team realize they are already part of customer success (whether they want to admit it or not).

Speaker:

, CEO & Founder, LeadMD

 

B204. Expert Perspectives

02:45 PM2019-04-302019-04-30

Tuesday, April 30: 2:45 p.m. - 3:30 p.m.

Learn more about the latest technological developments in customer relationship management from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #CRMevolution on Twitter for updates.

 

B205. The Emergence of Blockchain’s MarTech Future: Tools of Tomorrow That Are Here Today

04:15 PM2019-04-302019-04-30

Tuesday, April 30: 4:15 p.m. - 5:00 p.m.

William Gibson famously said, "The future is already here, it's just unevenly distributed." Attend this session for a look into the future and to learn how these blockchain technologies will become part of the marketing function in the future. Come get an inside look at crypto token generation and distribution engines; crypto-collectible commerce platforms; crypto-loyalty platforms; token-based event promotion tools; blockchain research and analytics suites; crypto- token-based prediction protocols; and smart contract creation and auditing tools. This is a great opportunity to discover the promise of blockchain technologies for marketing.

Speaker:

, CEO, Never Stop Marketing

 

Tuesday, Apr 30

Track C: Real-World Case Studies

 

C201. How a Cultural Transformation Program Helped Propel an Airline to #1 in Europe

10:45 AM2019-04-302019-04-30

Tuesday, April 30: 10:45 a.m. - 11:30 a.m.

Learn how a cultural transformation program was integral for an airline gaining market share in Europe. This session explores what a customer-centric culture is and what challenges large organizations face trying to change the existing culture and provides a clear plan for creating change. This case study offers lessons learned, conclusions, and recommendations that you can apply to your own businesses.

Speaker:

, Founder and CEO, Buljan & Partners Consulting

 

C202. Balancing the Forces: CRM Is the Missing Link in Healthcare Delivery: A Case Study

11:45 AM2019-04-302019-04-30

Tuesday, April 30: 11:45 a.m. - 12:30 p.m.

CRM strategies can enable healthcare delivery to provide unparalleled experience without investing in just expensive electronic medical records. Currently, health technology is designed for data collection but the interpretation and utilization of this data is not being actualized. The time is now to move past outdated systems of care delivery to managing relationships that offer patients the help they need by the right provider, at the right time. This can be accomplished by focusing on the process of developing loyalty and implementing supportive technologies. Learn how the Mayo Clinic has built better customer relationships using technology that balances the care team experience, patient experience, and even the payer’s experience. Attendees from all market segments can benefit from understanding how the Mayo Clinic developed a system-wide strategy, consistent customer journeys, new workflows, and enhanced communications among constituents.

Speaker:

, Administrator, Mayo Clinic

 

Keynote Lunch - The Intelligent Contact Center

12:30 PM2019-04-302019-04-30

Tuesday, April 30: 12:30 p.m. - 1:45 p.m.

AI can now help improve contact centers in ways that up until just a few years ago where not possible. Google Cloud AI enables anyone to tap into AI built on Google tech that up until recently has been exclusive to Google employees. This includes our pre-trained ready-to-use models, including speech recognition that is now twice as accurate for phone calls, WaveNet-based neural network speech synthesis, conversational NLU, and conversational analytics. Together with partners, Google is now bringing this technology to contact centers via Contact Center AI solutions. Companies with contact centers of all sizes can now automate conversational experiences, and improve performance of human agents.

Speaker:

, Product Manager, Google Cloud Al

 

C203. Using Robotic Process Automation to Streamline Enterprise Business Processes

01:45 PM2019-04-302019-04-30

Tuesday, April 30: 1:45 p.m. - 2:30 p.m.

Robotic process automation (RPA) is a hot topic, with many companies investing in this technology to drive significant operational efficiencies and quality improvements. We look at how this technology can be leveraged to gain immediate benefits by streamlining enterprise business processes, as well as serving as a tactical step toward implementing artificial intelligence applications. This presentation leverages real-world examples and case studies from contact centers and other business processes to gain an understanding of potential use cases, benefits, and a realistic view of some of the hurdles you may face during implementation. Join us and gain an understanding of RPA technology, its potential uses, benefits, and limitations based on real-world implementation experience.

Speaker:

, Enterprise Program Delivery, CVS Health

 

C204. Expert Perspectives

02:45 PM2019-04-302019-04-30

Tuesday, April 30: 2:45 p.m. - 3:30 p.m.

Learn more about the latest technological developments in customer relationship management from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #CRMevolution on Twitter for updates.

 

C205. A 2021 Vision of the Contact Center & CSRs

04:15 PM2019-04-302019-04-30

Tuesday, April 30: 4:15 p.m. - 5:00 p.m.

Most contact centers are dealing with the increasing use of digital technologies, including robotics and automation. This will affect operational processes, management approaches, human resource profiles, and work environment. In this session, we share the results of a recent benchmarking report to help you make the necessary changes to your operations. Participants learn how to prepare for this transition. This is an interactive session covering the following subjects: the agent profile changes, new technologies, and the challenges faced by using new channels. Join us and learn how to upgrade your CSRs when you upgrade your infrastructure.

Speaker:

, VP, Development & Strategies, Services Triad

 

Wednesday, May 1

Track A: B2B Marketing

 

A301. The Maturity Curve: The Transformative B2B Marketing Tool You Didn’t Know You Were Missing

09:00 AM2019-05-012019-05-01

Wednesday, May 1: 9:00 a.m. - 9:45 a.m.

Authenticity in interpersonal relationships is obviously valuable. Unfortunately, authenticity has slipped away as companies have prioritized volume of leads and marketing activity in place of real brand-to-buyer relationships and engagement. Without authenticity, your marketing (and sales) are all but guaranteed to suffer. Join us in this session and learn the three stages of the Authenticity Curve and how to better engage your customers and prospects with this unique approach to customer relations.

Speaker:

, Co-Founder & Chief Evangelist, Terminus

 

A302. Horizontally Integrated Marketing: Eliminating Data & Process Silos

10:00 AM2019-05-012019-05-01

Wednesday, May 1: 10:00 a.m. - 10:45 a.m.

The real value of marketing in B2B is not measured in clicks, shares, likes, views, or any of the soft metrics that seem to dominate our industry. Rather, the value is in showing exactly how marketing efforts are impacting sales. To do this, marketers must own the data for the entire customer journey, from prospect acquisition to close. This session shows some of the tools and strategies for eliminating the data and process silos so that the true ROI of marketing can be calculated.

Speaker:

, Partner, Ghostpoint

 

Wednesday, May 1

Track B: Data Points

 

B301. Whose Data Is It?

09:00 AM2019-05-012019-05-01

Wednesday, May 1: 9:00 a.m. - 9:45 a.m.

Sure, your company “owns” its first-party customer data. But with supplementary customer data coming from multiple sources and being managed by multiple partners, data “ownership” is just not that simple anymore. In this dynamic discussion, executives from a brand, agency, and data services provider examine the interrelationships, collaboration, and coordination that needs to happen to ensure data quality, integration, and optimization. And, most important, ensure that marketers, salespeople, and service professionals have access to the data they need when they need it. Learn who really “owns” customer data; how to ensure quality and expediency for end users; and when to keep data in-house, when to have partners manage it, and how to create the ideal blend of both.

Moderator:

, U.S. Editor, The Drum


Speakers:

, VP Marketing Planning, FreshDirect

, Managing Partner, Data Science Solutions, C2G Partners

, COO, Resonate

 

B302. The Latest Tech Stack Isn’t The Key To Understanding Your Customer

10:00 AM2019-05-012019-05-01

Wednesday, May 1: 10:00 a.m. - 10:45 a.m.

Datapoints and new technologies litter the modern marketer’s toolbox and distance us from the goal of building strong relationships with our consumers. It is time we put technology aside and focus on what it means to build a relationship. We explore how leading brands are making relationships personal and are driving big ROI as a result. We also look at key strategies and what steps you can take to make relationship stronger with your consumers and drive actionable results for your business. Come learn what it means to have a relationship with consumers today; gain an understanding of which brands are focusing on relationships first; and how you can apply these tactics to your company.

Speaker:

, Senior Digital Marketing Strategist, Nerdery

Wednesday, May 1

Closing Keynote

 

A Look Into the Future: A CRM Evolution Town Hall

11:45 AM2019-05-012019-05-01

Wednesday, May 1: 11:45 a.m. - 12:30 p.m.

Over the course of 3 days we will have touched on a variety of subjects, from blockchain to smart assistants, from CDPs to DMPs. So, to end the conference on a collaborative note, we look toward the future as a collective and invite attendees to join thought leaders, experts, and industry executives in a thought-provoking discussion that goes wherever the group takes it—on the way to exploring what CRM and customer engagement will look like in months and years ahead.

Speaker:

, Partner, CRM Essentials

Wednesday, May 1

Postconference Workshops

 

Planning for CRM Success

01:30 PM2019-05-012019-05-01

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

CRM is designed to help you manage your business ecosystem more strategically. But many companies struggle with CRM deployments. This is a non-technical session designed for business professionals on how to plan and implement CRM strategies. It is based on the integration of the best practices in business processes, people skills development, and technology. Attendees will learn how to improve the ROI on CRM investments by developing better planning and user adoption strategies.

Speaker:

, President, RA McCutcheon Consulting and Certified Sales Professional, Dynamics CRM MVP

 

Creating Customer Personas & Journey Maps

01:30 PM2019-05-012019-05-01

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

One of the top reasons that customer care processes fail is a lack of alignment with the customer's preferred process, and a one-size-fits-all approach. Do you know your customers well enough to know how to design a process that delights them at every step of the process? Join your peers in this workshop as you learn how to understand customer personas and create journey maps to drive more effective customer service, including how to the following: Listen to your customers so they can tell you what their journey looks like; identify what customer personas look like and how they will affect your process and technology decisions; discover the starting point for persona definitions—and how to strategically expand from there; and define a journey map as the foundation of customer experience management processes.

Speaker:

, Managing Director, C5 Insight

 

Leveraging Best Practices and Technology Leadership in Digital Transformation to Shape and Enrich Digital Experiences Locally

01:30 PM2019-05-012019-05-01

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

Digital customers are disrupting established practices and processes internationally. Product and service leaders must understand, analyze, meet and exceed local requirements to enter and grow in their target markets. The digital age has set the stage to amplify local reach, relevant resonance and personal reaction. Whether you are in a globalizing startup or in a multinational organization you have to overcome challenges and seize opportunities to make the most of that borderless stage and deliver effective content and products while demonstrating much agility, velocity and customer centricity. More than ever there is no great local experience without global excellence. Digital customers are in the driver seat and know what they look for as well as where, when and how they want it. Therefore it is crucial to engage them linguistically, culturally and functionally before they switch to your competitors in one click or with one word.

Join this workshop to unleash the power of the fast track to create and increase digital globalization value. We will cover how to:

- Consider a robust framework to execute digital globalization plans end to end, maximize customer experiences and sustain value matching local customer journeys

- Build a roadmap to develop assets, showcase quick wins and deliver on your business objectives in a time and cost effective way across multiple markets

- Drive the transformation of digital content and product supply chains into experience value chains by optimizing creation, development, internationalization, translation, localization, testing, certification and personal customer experiences globally

- Benefit and profit from technology enablers that help you turn automated intelligence into intelligent automation and augment local customer reality, specifically within AI-driven ecosystems

- Capture and measure content effectiveness globally and locally through tangible performance indicators and data-driven operations

- Develop and elevate digital globalization in your organization as a global profit driver by establishing a collaborative business partnership model across teams, disciplines and functions

- Innovate with snackable content to boost micro experiences for international customers

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