Digital Leadership Summit: Customer Centricity

Tuesday, January 26th 

Registration & Refreshments

Moderators’ Opening Remarks – Omni-Channel Strategies for the Digital Age

This talk will briefly introduce the structure and flow of the following workshop sessions in the wider context of how an omni channel experience is becoming an expectation of customers.  We will identify the importance of omni-channel, the critical components of implementations and assess industry progress in fulfilling the vision.

Rebecca Sendel, Senior Director, Customer Centricity, TM Forum
Rob Rich, Managing Director, Insights Research, TM Forum

Speed networking

Each person will have the opportunity to introduce themselves and their role within their respective organizations.

Workshop #1 – Customer Journeys in an Omni-Channel Environment

This workshop will leverage key TM Forum assets including the Customer Experience Lifecycle Model to identify and delve into critical customer journeys.  Attendees will work in small groups to define which journeys are top priority and explore what those journeys look like today and how they can/should look to optimize the customer’s experience.

Structure:
5 minutes – Moderators Introduction
Rebecca Sendel, Senior Director, Customer Centricity, TM Forum

15 minutes x2  – Lightning talks – Case studies
Diane Magers, Office of the Customer, AT&T
Terry Gardiner, Vice President Customer Experience Enablement, Telus

30 minutes – Workshop Exercise
20 minutes – Pitch Backs
2 minute pitch back from each table plus Q&A

Networking refreshment break

Workshop #2 – Digital Mentality – Omni Channel in the Digital World

This workshop will explore the impacts on customer experience in the world of digital services.  What happens when there are multiple parties involved in delivering a service?  Or if a service bundle comes from multiple suppliers?  How do you maintain a seamless experience for the customer?

We will start with a demonstration of the new TM Forum “Omnichannel” multi-company Catalyst demonstration project that seeks to answer these questions.

Next we will work in small groups to identify specific services that will create challenges in an omni channel environment and look at the top immediate actions to address the challenges and the barriers to success. 

Structure:
5 minutes – Moderators Introduction

Rebecca Sendel, Senior Director, Customer Centricity, TM Forum
Rob Rich, Managing Director, Insights Research, TM Forum

30 minutes – Catalyst Demonstration

• Paul Blake, Principal Customer Management Enterprise Architect, Vodafone Group
• Garikoitz Garcia, Enterprise Architect – Customer Management, Vodafone Group
• Catherine Michel, Chief Strategy Officer, Sigma Systems

25 minutes – Workshop Exercise
20 minutes – Pitch Backs
2 minute pitch back from each table plus Q&A

Networking Lunch Break

Speed Networking 

Workshop #3 – “What’s It Going to Take?”

In this workshop we will explore the critical success factors for omni channel based on the TM Forum’s omni channel maturity model and our research.

This workshop will be run as a real-time poll – getting input from the attendees on importance of key influences on omni channel functions from the technical, business and organizational perspectives.  The TM Forum’s Managing Director of Research will provide “real time” analysis and insights on the poll results as they come in.

Rob Rich, Managing Director, Insights Research, TM Forum

Stakeholder Buy-In for Verizon’s CEM Programme

• Discover how Verizon leverages Voice of the Customer to improve the customer experience
•  Meet stakeholders like Fearful Freddy and Harry the Data Hog as you hear how Verizon gained stakeholder support for their CX efforts

Carol Fink, Director, Executive Relations, Verizon

Networking refreshment break

Workshop #4 – Dashboard of the Future: Key Metrics for Omni Channel Success

This session will explore how to leverage metrics and analytics to improve customer experience in omni channel environments. The panel will start the session with a discussion of critical metrics for measuring success and high priority data analytics use cases.  Following the panel the workshop will consists of small groups identifying an omni channel dashboard from both top-down (based on Critical Success Factors) and bottom-up (based on Customer Journeys) approaches.

Structure:
5 minutes – Moderators Introduction
Rebecca Sendel, Senior Director, Customer Centricity, TM Forum

25 minutes – Panel Discussion – Measuring Success in Customer Experience

• How can you become a truly multichannel organization and develop consistent processes across each of your sales and service channels to reduce customer confusion?
• Which metrics or combinations of metrics should you use?
• Creating a continuous improvement loop
• The role of data analytics

Panel Moderator:
Rob Rich, Managing Director, Insights Research, TM Forum

Panel Speakers:
Carol Fink, Director, Executive Relations, Verizon
Diane Magers, Office of the Customer, AT&T
Darrell Franklin, Director, Digital Experience, Cricket Wireless

30 minutes – Workshop Exercise
20 minutes – Pitch Backs
2 minute pitch back from each table plus Q&A

Moderators closing remarks

A recap of learnings and a brief discussion on Forum resources to help address issues, followed by audience opinion polls and feedback.

Rebecca Sendel, Senior Director, Customer Centricity, TM Forum
Rob Rich, Managing Director, Insights Research, TM Forum

Close of summit

Drinks reception to immediately follow!