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.

Advance Program [PDF]

Monday, Apr 29

Welcome & Opening Keynotes

 

Opening Keynote

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

Keynote will be announced soon. Check back for the latest details.

 

Keynote - sponsored by Zoho

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

Check back for the latest details.

 

Monday, Apr 29

Track A: Smart Sales

 

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

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

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, MHI Global, CSO Insights

 

Keynote Lunch

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

Check back for the latest details.

 

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

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:

, Partner, CRM Essentials


 

A104. Expert Perspectives

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.

 

A105. Understanding the Connected B2B Buyer

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

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

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

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

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

Check back for the latest details.

 

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

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:

, Partner, CRM Essentials


 

B104. Expert Perspectives

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.

 

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

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

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:

, Lead Strategist, 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’

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

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

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

Check back for the latest details.

 

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

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:

, Partner, CRM Essentials


 

C104. Expert Perspectives

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

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, Humana

, Senior Consumer Experience Professional, Humana

 

C106. The Connection Between Employee & Customer Experience

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

Keynotes

 

Breakfast with the Influencers

Tuesday, April 30: 8:00 a.m. - 8:45 a.m.

Join us for an interactive chat with many of CRM’s leading influencers as we discuss issues ranging from technology trends to what’s really driving customers today. This is an excellent opportunity to hear from the people driving the industry in an uncensored, unfiltered format. All of your questions are fair game and will be answered to the best of our ability. Enjoy a light continental breakfast, good conversation, and networking with top leaders in the field. This is a truly unique opportunity and conference highlight.

Moderator:

, Partner, CRM Essentials


Tuesday, Apr 30

Keynote

 

Revitalizing the Brand/Customer Relationship Through AI

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

AI is a buzzword many have heard before—and while it has the power to change the world in many ways, one of the most near-term opportunities lies in how it is poised to revitalize the relationship between consumers and brands. Brand loyalty and customer satisfaction are directly tied to one thing—experience. Do customers go away from an engagement with a brand feeling happy? Satisfied? Or do they feel frustrated? The latest customer engagement technologies are using AI to make sure it’s more of the former—changing customer service to something people (and brands) love. This keynote explores how organizations can leverage AI to better understand their customers and build personalized experiences based on how individuals have engaged in the past and how enterprises can position themselves to roll out AI-powered customer engagement specific to their domain.

Speaker:

, EVP & General Manager, Nuance Communications

 

Tuesday, Apr 30

Track A: Artificial Intelligence

 

A201. Finding Your Best Business Case for AI

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

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:

, Principal Consultant, Valantic and Co-Founder, CEO, aheadCRM

 

Keynote Lunch

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

Check back for the latest details.

 

A203. Driving Sales Effectiveness With Artificial Intelligence

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

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.

 

A205. Standards & Interoperability for CRM

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

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

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

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

Check back for the latest details.

 

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

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

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

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

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

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

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

Check back for the latest details.

 

C203. Using Robotic Process Automation to Streamline Enterprise Business Processes

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 Director, CVS Health

 

C204. Expert Perspectives

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

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 Authenticity Curve: The Transformative B2B Marketing Tool You Didn’t Know You Were Missing

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

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?

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.

Speaker:

, U.S. Editor, The Drum

 

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

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:

, CRM Strategist, Colle McVoy

Wednesday, May 1

Closing Keynote

 

A Look Into the Future: A CRM Evolution Town Hall

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

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

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

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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