BOOST YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL

Forrester’s Forum ForCustomer Experience Professionals

BOOST YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL19–20 November 2013 London

Register Before 12 October For Early Bird Pricing

“You can take customer experience from a bumper sticker to a competitive advantage — if you apply business discipline.”Harley Manning Vice President, Research Director Forrester Research

Register before 12 October and save £200!

Visit forrester.com/CX13EMEA or call +31 (0)20.305.4848.

FORRESTER’S FORUM FOR

CUSTOMER EXPERIENCE PROFESSIONALS

Boost Your Customer Experience To The Next Level

Forrester’s Customer Experience Index shows that 2012 was a weak year for most companies — at least as far as their customers were concerned: Consumers rated 61% of the brands they do business with as OK, very poor, or poor.

But the story was very different for firms that boosted their customer experience to the next level. What was the secret behind how these companies boosted their customer experience? They applied business discipline to move up the CX maturity curve and into a new level, one that helps them differentiate against their competitors.

WhO ShOULd ATTENd

• Chief customer officers

• VPs and directors of enterprisewide

customer experience

• Senior-level executives responsible for

digital channels


setting organizational strategy


driving consumer sales and profitability

• Marketing and strategy leaders charged

with understanding customers’ needs

WhAT ATTENdEES WILL GAIN

Through keynote speeches and track sessions, attendees will learn how to get their customer experience programs to the next level, whether they’re starting from scratch or in the midst of a transformation. They’ll hear:

• how companies launch customer experience

initiatives that deliver measurable ROI, building

support for the next round of efforts.

• how to determine your organization’s level of

customer experience maturity and create a

road map to your vision of success.

• how the best of the best customer experience

leaders overhaul their strategies, organizations,

and processes to get on top and stay there.

FEATURING

In addition to the latest content from our analysts, attendees will get a first look at new Forrester reports, including:

• Evolving The Customer Experience Team Along

The Path to CX Maturity

by Megan Burns, Vice President, Principal Analyst,

Forrester Research

Join Us

Darren Bentham Chief Customer Officer, Southern Water Darren Bentham has a wide range of experience in the UK utility market as a customer, supplier, and consumer.

Declan CollierChief Executive Officer, London City AirportDeclan Collier joined London City Airport in 2012, after being with the Dublin Airport Authority for seven years.

Jo MoranHead of Customer Service, Marks and SpencerJo Moran’s current focus is on planning and executing the customer experience across the entire organization.

For the most up-to-date list of speakers, go to forrester.com/CX13EMEA.

Industry Speakers

Forrester Keynotes

CUstOMER EXPERiENCE iNNOVAtiON FROM thE OUtsiDE iN

Companies claim that they want to differentiate through customer experience. Yet most firms either focus on reactionary find-and-fix initiatives or pray new technologies and copycat strategies will put them in the lead. that won’t cut it. Attendees of this keynote will learn:

• What distinguishes incremental improvements from true innovations.

• What strategies help drive customer experience innovation.

• how to create an innovation engine within your organization.

thE PAth tO CUstOMER EXPERiENCE MAtURitY

Most companies struggle to achieve their lofty goals for customer experience. in this session, attendees will be shown the best path forward by exploring:

• Why a clear road map is key to achieving customer experience maturity.

• Which factors matter most when choosing a path to improvement.

• how to balance competing priorities for maximum success.

Megan BurnsVice President, Principal Analyst Megan is a leading expert on customer experience management, maturity, benchmarking, governance, and ROi.

Kerry BodineVice President, Principal AnalystKerry taps into her past work as both a design practitioner and leader to help Forrester clients develop empathy for customer needs and co-create experiences that truly matter.

MAP thE CUstOMER’s JOURNEY

Jonathan Browne, Senior Analyst, Forrester Research

Journey maps are a foundational tool that companies use to fix or even reinvent experiences. this session will give practitioners a firm grasp of:

• how to plan a journey mapping exercise for B2B and B2C environments.

• What the necessary tactics are to develop the best maps.

• how to embed journey mapping into your firm’s culture.

DEVELOP A CUstOMER EXPERiENCE stRAtEgY

John Dalton, Vice President, Research Director, Forrester Research

A customer experience strategy is the essential plan that guides all other efforts. in this session, customer experience leaders will learn:

• What the critical elements of a successful customer experience strategy are.

• how to define intended experiences.

• how to embed a customer experience strategy into enterprise planning.

MEAsURE thE CUstOMER EXPERiENCE

Megan Burns, Vice President, Principal Analyst, Forrester Research

Without a solid measurement framework, customer experience efforts simply can’t be managed. this session will instruct attendees on:

• What Customer Experience Professionals should be measuring.

• What a comprehensive measurement framework looks like.

• how to launch a successful measurement program.

DEsigN EXPERiENCEs FROM thE OUtsiDE iN

John Dalton, Vice President, Research Director, Forrester Research

Disciplined, customer-centered design processes are the key to customer experience innovation. this session will identify:

• how to use outside-in design processes to deliver unique experiences.

• how to include customers, partners, and employees in the design process.

• What the tried-and-true tools are to discover unmet customer needs.

Track: start

Fundamentals That Every Organization Needs To Succeed

sERViNg thE PERPEtUALLY CONNECtED, CROss-tOUChPOiNt CUstOMER

Martin Gill, Vice President, Principal Analyst, Forrester Research

Customers use a wide range of touchpoints to discover, explore, buy, and engage with brands and products they value, though all too often Customer Experience Professionals struggle to provide a consistent experience, especially when a customer journey transitions from one touchpoint to another. in this speech, you will learn:

• how European consumers use multiple touchpoints to shop.

• how leading firms create compelling cross-touchpoint customer experiences.

• how you can digitally enhance your customer experience.

ENgAgE EMPLOYEEs FOR CUstOMER EXPERiENCE tRANsFORMAtiON

Sam Stern, Senior Analyst, Forrester Research

Engaged and empowered employees are the lifeblood of a customer-centric culture. this session will identify:

• Best practices for cultivating a shared customer experience vision for the B2B or B2C enterprise.

• Proven methods for empowering employees.

• strategies for sustaining successful culture transformation efforts.

hOW tO DEVELOP AN ADVANCED DigitAL ORgANizAtiON

Shar VanBoskirk, Vice President, Principal Analyst, Forrester Research

successful digital businesses need a combination of the right technology, processes, organization, and measurement. this presentation will help you determine:

• the capabilities critical to being a mature, successful digital business.

• how mature you are.

• how you can make your business more advanced.

thE PAth tO BREAKthROUgh MOBiLE EXPERiENCEs

Julie A. Ask, Vice President, Principal Analyst, Forrester Research

the ubiquity of mobile devices is shifting customer expectations of everything — including their experience with your company. Mobile redefines how easy or enjoyable it is to work with you and to what extent you meet their needs. in this session, you’ll learn:

• how mobile is evolving consumer expectations.

• how to incorporate mobile into your CX best practices.

• What the mobile design best practices are for CX Professionals.

Track: Advance

Practices That Transform The Way You Do Business

CUstOMER EXPERiENCEs iN thE POst-PC WORLD

Tony Costa, Senior Analyst, Forrester Research

the keyboard and mouse no longer satisfy the needs of the connected consumer. in this session, attendees will learn:

• the attributes of successful next-generation user experiences.

• the technologies enabling more natural, engaging experiences.

• strategies for planning next-generation experiences.

tRANsFORM BUsiNEssEs FROM thE OUtsiDE iN

Derek Miers, Principal Analyst, Forrester Research

Whether B2B or B2C, firms that seek to differentiate based on customer experience must change the way they organize and operate. in this session, you’ll learn:

• Why future customer experiences require a new operating model.

• how to connect customer journey and ecosystem mapping to reshape your business architecture.

• how the customer experience maturity model maps to a business architecture.

BUiLD ENJOYABLE EXPERiENCEs

Ron Rogowski, Vice President, Principal Analyst, Forrester Research

the emotional processing that drives decision-making and purchase behavior happens below the conscious level. this session will instruct attendees on:

• the intersection of branding, experience, and emotion.

• the emotional influence on decision-making and shaping experiences.

• Proven methods for measuring consumer emotions.

BUiLD ENgAgiNg EXPERiENCEs With LOCAtiON DAtA

Tony Costa, Senior Analyst, Forrester Research

Location is now an essential tool for understanding consumer behaviors and building engaging experiences. Attendees of this session will learn:

• how retailers use indoor positioning apps to augment shopping experiences.

• how firms leverage location data for improved space planning and inventory management.

• how location makes it possible to marry web analytics to real-world commerce.

Track: Accelerate“Two days chock-full of information that is directly applicable for my job, complete with clear, tangible takeaways I can implement right away.” Heather Conneran Senior Customer Experience Planner Aimia

Rev Up For The Future Of Customer Experience

“Two days chock-full of information that is directly applicable for my job, complete with clear, tangible takeaways I can implement right away.” Heather Conneran Senior Customer Experience Planner Aimia

Agenda: tuesday, November 19

08:00 Registration And Refreshments In The Solutions Showcase

09:00 Boost Your Customer Experience To The Next Level: Day One Opening Remarksharley Manning, Vice President, Research Director, Forrester Research

09:15 The Path To Customer Experience Maturity Megan Burns, Vice President, Principal Analyst, Forrester Research

09:45 Industry Keynote

10:15 Platinum Sponsor Keynote With Lithium

10:45 Morning Networking Break In The Solutions Showcase



12:15 Morning Closing Comments

12:20 Networking Lunch, Coffee, And Dessert

13:45 Guest Executive Forum With SDL Guest Executive Forum With hybris

14:15 Intermission

14:20

FUNDAMENtALs thAt EVERY ORgANizAtiON NEEDs tO sUCCEED

TRACK: START

Map The Customer’s JourneyJonathan Browne, Senior Analyst, Forrester Research

PRACtiCEs thAt tRANsFORM thE WAY YOU DO BUsiNEss

TRACK: ADVANCE

Serving The Perpetually Connected, Cross- Touchpoint Customer Martin gill, Vice President, Principal Analyst, Forrester Research

REV UP FOR thE FUtURE OF CUstOMER EXPERiENCE

TRACK: ACCELERATE

Customer Experiences In The Post-PC Worldtony Costa, Senior Analyst, Forrester Research

15:05 Afternoon Break

15:35


TRACK: START

Develop A Customer Experience StrategyJohn Dalton, Vice President, Research Director, Forrester Research


TRACK: ADVANCE

Engage Employees For Customer Experience Transformationsam stern, Senior Analyst, Forrester Research


TRACK: ACCELERATE

Transform Businesses From The Outside InDerek Miers, Principal Analyst, Forrester Research

16:20 Intermission

16:25


TRACK: START

Measure The Customer Experience Megan Burns, Vice President, Principal Analyst, Forrester Research


TRACK: ADVANCE

How To Develop An Advanced Digital Organization shar VanBoskirk, Vice President, Principal Analyst, Forrester Research


TRACK: ACCELERATE

Build Enjoyable ExperiencesRon Rogowski, Vice President, Principal Analyst, Forrester Research

17:05 Evening Networking Reception In The Solutions Showcase

Agenda: Wednesday, November 20

08:00 Refreshments In The Solutions Showcase

09:00 Day Two Opening Remarksharley Manning, Vice President, Research Director, Forrester Research

09:10 Customer Experience Innovation From The Outside In Kerry Bodine, Vice President, Principal Analyst, Forrester Research

09:40 Industry KeynoteJo Moran, Head of Customer Service, Marks and Spencer

10:10 Morning Networking Break In The Solutions Showcase

10:50 Guest Executive Forum With GMC Guest Executive Forum With eGain

11:20 Intermission

11:25


TRACK: START

Design Experiences From The Outside InJohn Dalton, Vice President, Research Director, Forrester Research


TRACK: ADVANCE

The Path To Breakthrough Mobile ExperiencesJulie A. Ask, Vice President, Principal Analyst, Forrester Research


TRACK: ACCELERATE

Build Enjoyable Experiences With Location Datatony Costa, Senior Analyst, Forrester Research

12:10 Networking Lunch, Coffee, And Dessert

13:10 Industry KeynoteDarren Bentham, Chief Customer Officer, Southern Water

13:40 Industry KeynoteDeclan Collier, Chief Executive Officer, London City Airport

14:10 Closing Remarksharley Manning, Vice President, Research Director, Forrester Research

sERViNg CUstOMER EXPERiENCE PROFEssiONALs

Kerry BodineVice President, Principal AnalystForrester Research

Jonathan BrowneSenior AnalystForrester Research

Megan BurnsVice President, Principal AnalystForrester Research

Tony CostaSenior AnalystForrester Research

John DaltonVice President, Research DirectorForrester Research

Martin GillVice President, Principal AnalystForrester Research

Harley ManningVice President, Research DirectorForrester Research

Derek MiersPrincipal AnalystForrester Research

Ron RogowskiVice President, Principal AnalystForrester Research

Sam SternSenior AnalystForrester Research

Shar VanBoskirkVice President, Principal AnalystForrester Research

sERViNg eBUsiNEss & ChANNEL stRAtEgY PROFEssiONALs

Julie A. AskVice President, Principal AnalystForrester Research

Expert Advice

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Registration

ETC.VENUES ST PAUL’S

200 Aldersgate, St. Paul’s London EC1A 4hd United Kingdom +44 (0)20.3011.0830

SPECIAL RATE INFORMATION

The event venue does not have any accommodation on site, but Forrester has negotiated a group room rate at the nearby Montcalm hotel for Forum attendees and sponsors. Room reservations will be eligible for the group rate of £220 plus applicable taxes and fees for single or double occupancy. The negotiated rates are based on availability and apply to reservations for Monday, 18 November, through Wednesday, November 2013.

To make a reservation please call the hotel reservations department on +44(0)207 479 2233 or email [email protected] and mention the reference code: Forrester181113.

Hotel & Travel

Forrester’s Forum For Customer Experience Professionals

Boost Your Customer Experience To The Next Level19–20 November 2013etc.venues st Paul’s, London

Visit forrester.com/CX13EMEA or call +31 (0)20.305.4848.

Forrester Research, inc. Rijnsburgstraat 9/11, 1059 At Amsterdam, Netherlands

Join Forrester in London for its 2013 Forum For Customer Experience Professionals and:

• Accelerate your success. through keynote and track sessions led by Forrester analysts, we deliver thought leadership and practical advice designed for your role that you can apply to your business challenges the day you return to the office.

• Learn from your peers and other experts in the field. industry speakers, who are dealing with the same challenges as you, will share their success stories and respond to your questions.

• Engage with Forrester analysts. through prescheduled 1-On-1 Analyst Meetings, you can engage with Forrester analysts to work through how to apply what you are learning at the Forum when you are back at your company.

• Connect with peers. During discussions and roundtables or over a drink, share and gain knowledge and new perspectives from a network of peers — more than 250 delegates attend — facing similar challenges.

• Get an exclusive first look at new research and survey data. Be the first to hear about Forrester’s latest big ideas and survey results.

Documents

BOOST YOUR CUSTOMER EXPERIENCE TO THE NEXT LEVEL