AGENDA
Opening Remarks
Becky Getz
Head of CX Operations, Amazon AWS
Back to the Future: How Advertising Pioneered CX but May Be Missing its Future: A Fireside Chat from Campbell Ewald Veterans Generations Apart
From Superbowl moments to loyalty programs, advertising agencies have been at the forefront of pioneering brand experiences. Yet many of these companies are largely absent from the CXM practice today and remain an untapped resource for innovation in the field. In this fireside chat, meet two agency veterans from Campbell Ewald, an 111-year-old agency that has been core to the development of CXM as a practice over generations. Lou will share his agency experience in the 1980s and how that contributed to his foundational work for CXM and Kari will provide her POV for the role CX plays in today’s modern agency. We’ll discuss the influence of advertising on the origins of CXM and the role agencies, creativity and marketing should play today in this industry. Our discussion will dive deep into the challenges every organization faces if they narrow their definition of experience and identify opportunities for you to move from cx optimization to innovation.
Lou Carbone
Founder and CEO, Experience Engineering®, Inc.
Kari Shimmel
Chief Strategy Officer, Campbell Ewald
The Rules of Brand Building are Being Rewritten
Brands are more valuable than ever, and CX is increasingly recognized as crucial for successful brand building. Yet so often Experience Strategy and Brand Planning operate as silo’d and separate teams. In this session, VMLY&R Chief Experience Officer Jason Gaikowski will walk us through the evolutionary gaps that separate these two disciplines and provide a generalizable framework for brand and experience professionals to bridge historical divides and co-create brands that maximize a business’s potential by making – and keeping better brand promises.
Jason Gaikowski
Chief Experience Officer, VMLY&R
Mister Cellophane: Learning to See People
In this talk, we'll explore common tools used to build customer understanding: personas, segments, and audiences. We'll tease apart their differences, whilst discussing how to best use them to deliver messaging and experiences to real people.
Jennifer Clarke
Brand Strategy Director, Head of the Experience Dojo, Whirlpool
Break
15 minutes
BREAKOUT SESSIONS - A
Select between two breakout workshops.
Breakout Session #1A:
Mapping a New Frontier Version 2.0 : Taming the Wild West of CXJMs
It’s an understatement, but the last 18 months have seen such massive disruption that most journey maps are antiques reflecting a time that is almost unrecognizable. What’s more, the many different definitions and maps can add to the confusion, creating a wild west for CX. As we all explore this new direction, we will present a showcase of agency journey maps, talk about our fragmented CXJM lexicon, and discuss the impact journeys can have on brand strategy. This workshop will arm you with tools you need to navigate this new frontier of journey mapping, understanding your gaps and opportunities more deeply, how to prioritize initiatives, and guiding you through proven methods to create design solutions.
Kari Shimmel
Chief Strategy Officer, Campbell Ewald
Breakout Session #2A :
CX is Growing Up: Michigan State University Creates The First Masters Degree Program for CX
Tom DeWitt, the director of Michigan State’s Masters of Science in Customer Experience Management (MS-CXM) degree program, the first in the country, will present how the program was designed with business leaders and marketing experts. He will walk through how CX is defined today and the essential skills that make up this new profession that now joins the core competencies of great brand building.
Tom DeWitt, PhD
Director, CXM@MSU
Aimee Lucas
Director, CX Center of Excellence, Qualtrics
Break
10 minutes
BREAKOUT SESSIONS - B
Select between two breakout workshops.
Breakout Session #1B:
Employer Branding: The Importance of Employee Experience Design
Have we moved from a period of activist shareholders to now include employee activists? Participate is a discussion with thought leaders in research and consulting on a deeper understanding of what people are searching for in their work lives, and the experience design solutions brands must consider to fulfill the brand promise to their employees.
Dipanjan Chatterjee
Vice President and Principal Analyst, Forrester
Jake Herway
Partner, Gallup
Max Lenderman
CEO, Platinum Balloon
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Breakout Session #2B:
Your Highest Value Customers May Not Be Who You Think They Are!
Learn the principles of developing customer-in CX and brand building strategies that are grounded in holistic measurement. Discover how measuring effective customer experience can create valuable customer acquisition assets that last much longer than a typical ad campaign.
Unlock new strategic thinking by leveraging evolutions in measuring your brand, business, and customer experience principles.
Edgar & Anam from Avasta will share from a recent B2B2C client engagement on why averages are your enemy and why your highest value customers are frequently not evident on the surface. A significant portion of the workshop will be dedicated to understanding and applying these principles for yourself and your company immediately.
Grounded in the development of global customer and business measurement standards, Avasta enables B2B companies to identify their future highest value and most winnable customers.
Edgar Baum
CEO, Avasta Incorporated
Anam Hussain
Head of Strategy & Analytics, Avasta Incorporated
Break
15 minutes
The Stakeholder You May be Neglecting
Spoiler Alert: It's your audience. Marketers have specialized in building brand equity for over 100 years. But today, the most successful brands are prioritizing customer needs and human value alongside the brand’s business goals. We’ll talk about how to build customer equity in a way that brings brands and audiences closer together and creates meaningful value for both parties.
Christine Lane
Head of Innovation + Experience, North America, DDB
Melissa Hochman
Group Director, Experience Strategy, DDB
CX & Loyalty: More Than Just Points
In this session, we'll discuss how loyalty programs can evolve beyond points-based transactions and into brand experiences that drive new consumer behaviors while differentiating the brand.
Ryan Mulloy
Head of Experience Design, Allen & Gerritsen
Jenny Nicholson
Founder & Creative Director, Queen of Swords
Unified Brand Design: A Direct Connection from Intention to Audience
Over the past six decades, several key underlying concepts of design—including Design Generalism, Design Thinking, Experience Design, Human-Centered Design, and Life-Centered Design—have been established. Design has been validated as a foundational and indispensable discipline in the thoughtful building of a brand. In this talk, Jeff Monahan, Jesse Poe, and Ruston Spurlock will present a new set of frameworks that unify these practices and establish a direct connection between a brand’s intentions and the experience of its audiences.
Jeff Monahan
Founder & Design Principal, Proper Villains
Jesse Poe
Head of CX, Proper Villains
Ruston Spurlock
Partner, Proper Villains
Trends in the Retail Experience Journey
Piers Fawkes, the founder of PSFK, a premier research and thought leading consultant in marketing, will discuss the main principles and current trends in retail branding, marketing, and CX in the experience era.
Piers Fawkes
Founder, PSFK
Community Engagement in Web3
In this discussion, Stu Richards from Gigantik sits down with Jenny Nicholson to discuss how brands should be approaching value creation to communities in web3. This discussion will focus on how tokens can be used to create new engagement opportunities with consumers, how on-chain analytics can enhance audience segmentation, and how new technology platforms can act as catalysts for driving brand advocacy.
Stu Richards
Partner Success Lead, Gigantik
Jenny Nicholson
Founder & Creative Director, Queen of Swords
Presented by Gigantik
Closing Remarks
Becky Getz
Head of CX Operations, Amazon AWS
Chick Foxgrover
EVP, Creative Technology & Innovations, 4A’s