Balancing the Digital and Human Touch in Customer Experience: Hosted by NBCUniversal

WELCOME AND INTRODUCTIONS

Sonia David

Vice President, Business Marketing Practice ANA

SHAPING EX TO OPTIMIZE YOUR CX

We often hear brands emphasizing the significance of prioritizing Customer Experience, but vital elements remain unaddressed like:
• The employee experience is not prioritized
• Employees aren’t empowered to meet their goals
• Employee attrition is at an all-time high

The consequences of not addressing these challenges include:
• Customer satisfaction plummets
• Brand loyalty drops
• The competition takes over faster than Taylor Swift and Travis Kelce’s relationship

It is time for all leaders driving CX, EX and brand preference to take a hard look at the inextricable link between the customer and employee experience. In this session April Crichlow shares insights into how employees play a critical part in your CX and brand success. April has over 20 years in marketing leadership in the high-tech industry at companies like SAP, Ariba, and SuccessFactors. She is currently Global Chief Marketing Officer for Centrical, a high growth company and pioneer of the AI driven employee performance experience where she is driving the future of work for Fortune 100 companies around the world.

April Crichlow

Chief Marketing Officer Centrical

A FRAMEWORK AND WORKSHOP FOR GETTING CLOSER TO YOUR CUSTOMER

To get closer to the customer, keeping on top of emerging tools in AI and personalization is imperative for today’s modern marketers. How do companies decide which tools and GTM strategies to adopt to enhance customer experience and drive ROI?

Sophia Agustina and Margaret Safford will introduce their 9 Cs framework that has the customer in the center. This session will provide actionable takeaways based on the 9Cs framework to elevate customer experience and engagement such as:
- Context: Are you relevant and memorable such that customers give you mindshare and time?
- Content: Is it credible, authentic, and provocative? Does it evoke feeling? Is it useful?
- Conversion: Can you focus on customer outcomes while driving business goals and ROI?

Then 9 C's framework will be put into action with a mini-workshop where you’ll learn how to tailor each of the C's to your company's objectives and customer experience goals. You will spend 20 minutes delving into your current business challenge(s) and identifying key themes to get closer to the customer and accelerate business outcomes.

Sophia Agustina

Global Brand-to-Demand Strategy, Cross IBM IBM

LANDING THE CUSTOMER BRAND PROMISE

What can today’s customer experience marketer learn from airline pilot Captain "Sully" Sullenberger, best known for his “Miracle on the Hudson” airplane landing in 2019? In this session, one of the ANA’s most popular speakers and B2B Institute Founder Jann Schwarz will challenge you to think about the power of clear decision making, how it helps you approach your brand differently, and what it promises to your customer. He will introduce a new mental model for how to think about the value of brand advertising in driving long term business value. 

Jann Schwarz

Founder B2B Institute at LinkedIn

BUILDING THE BUYER EXPERIENCE THAT YOUR CUSTOMERS WANT

Arica Christman

Director, Amazon, B2B Digital Commerce & On Demand The Hershey Company

CX STARTS WITH MX

As essential as customer experience is to long-term, mutually valuable relationships, there’s a CX dimension that’s often overlooked – MX, the marketing experience. From first touch through closed business and beyond, the marketing experience sets the stage for success through the emotional connection, trust and empathy engendered. At this session, learn how life sciences technology consultancy ZS launched its award-winning ‘Data Connects Us’ campaign with agency partner Stein IAS, turning emotionally qualified leads (EQL) into emotionally connected customer relationships.

Jeremy Cochran

President, Americas Stein IAS

USING DATA TO IDLE DEFECTION RISK AND IMPROVE RETENTION

In an era defined by fleeting loyalties and increasing digital disruptions, Brice Chaney, SVP at MarketBridge, sheds light on the imperatives for businesses to thrive. Beyond customer acquisition, the true challenge lies in delivering unmatched experiences throughout the customer journey and effectively managing the 'leaky bucket'. This session covers a data-centric approach to retention, emphasizing the importance of deepening Customer Experience (CX) metrics, adapting retention models to encompass evolving patterns, and coordinating cross-functional execution across marketing, sales, and customer success teams. Through a keen data-driven approach, businesses can craft impactful messages, ensuring loyalty and outpacing competitors.

Brice Chaney

Senior Vice President MarketBridge

BREAKTHROUGH TO TODAY'S EVOLVED BUSINESS AUDIENCE

The traditional lines between B2B and B2C communications become more blurred by the day as business decision-makers evolve from a presumed monolithic segment to a multi-dimensional audience requiring nuanced and diversified marketing tactics. Consequently, content targeted to a Business audience must evolve accordingly.

Join us for a discussion with leading industry experts on reimagining content strategies to ensure maximum engagement with this dynamic audience.

KC Sullivan

President CNBC

CLOSING REMARKS

Sonia David

Vice President, Business Marketing Practice ANA