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Page 1: Engage & collaborate - assets.marketing-interactive.comassets.marketing-interactive.com/conferences/CustomerExperienceSG... · Engage & collaborate ... Marketing Magazine is proud

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Page 2: Engage & collaborate - assets.marketing-interactive.comassets.marketing-interactive.com/conferences/CustomerExperienceSG... · Engage & collaborate ... Marketing Magazine is proud

Engage & collaborate Since the inception of the series in 2013, we have witnessed tremendous growth in the field of customer experience. In 2016, Marketing Magazine is proud to bring back the Customer Experience conference with a renewed focus on enabling deeper customer relationships beyond the transactional. Digital, data and social are of course inevitable parts of the equation, but how exactly they fit into a holistic picture of customer experience remains the challenge. We find ourselves asking why customers are becoming less loyal and have we lost sight of what the customer actually wants and how they want to engage with our brands? This desire to work directly with, and not simply for, the changing customer is why we are focusing on collaboration and engagement in the following key areas: Technology & Innovation; The Brand Value of Customer Experience; Working with the New Age Customer; Customer Advocacy; Experience Measurement & Management and Redefining Customer Loyalty.

Time Conference Day 1, Wednesday, 18 May 2016

8.00 – 9.00 Registration and Networking

9.00 – 9.10 Opening remarks Rezwana Manjur, deputy editor, Marketing

9.10 – 9.50

Opening keynote: Innovating CX leadership • Understanding the drivers of customer-centric culture in organisations • Remodeling internal management to focus on overcoming key customer

challenges • Overcoming bureaucracy through sound leadership approaches focused on long-

term development

Dr. Alok Bharadwaj, senior vice president South and South East Asia, Canon Singapore

Technology & Innovation

9.50 – 10.30

Presentation: Optimising engagement across the customer journey • How far can brands understand unique customers at scale? • Building an integrated and customised engagement journey for your customers • Case studies on managing marketing automation and consistent customer

experiences

Per Caroe, global evangelist, IBM Commerce

10.30 - 10.50 Morning Break

10.50 – 11.30

Presentation: Customer-first = Mobile-first • Why are there still barriers for customer experience on mobile in Asia? • How can brands digitise the entire customer cycle for a smooth experience? • Stripping digital strategy to its core • Stepping up digital and mobile transformation Stephanie Myers, vice president, digital channels, HSBC

11.30 – 12.10

Presentation: Personalising the experience by integrating traditional and digital media • Can Big Data help you truly connect with your target audience? • Understanding techniques to execute highly personal customer experiences,

blending traditional and digital • Analysing the ‘on the go,’ connected consumer and how to reach them in the

moment

Rodney Tay, vice president, digital sales and solutions, Mediacorp Henry Goh, head, OOH Media, Mediacorp

Page 3: Engage & collaborate - assets.marketing-interactive.comassets.marketing-interactive.com/conferences/CustomerExperienceSG... · Engage & collaborate ... Marketing Magazine is proud

12.10 – 13.10 Lunch

13.10 – 13.50

Presentation: Evolution of social commerce in Asia • Understanding customer motivations and how they are shaping the e-commerce

industry in Asia • Uncovering consumer’s privacy concerns and the opportunities in building brand

trust on social media

Mani Padmanabhan, country manager, Southeast Asia and India, SSI Silvia Leiva, APAC insights and strategy director, Carat

13.50 – 14.30

Case study: Digital payment innovation • Analysing future trends shaping digital payment technology and the MasterCard

approach • Creating frictionless yet secure user experiences • Building customer trust in new commerce solutions Tobias Puehse, vice president, innovation management, digital payments and labs, Asia Pacific, MasterCard

The Brand Value of Customer Experience

14.30 – 15.10

Case Study: The brand value of customer experience • Driving premiumisation and innovation by improving the customer experience • Tracking the growth of brand equity at all stages of the consumer journey • Case studies on brand growth through a holistic approach

Priyadarshini Sharma, group commercial brand director, Carlsberg Breweries

15.10 – 15.30 Afternoon Break

Working with the New Age Customer

15.30 – 16.10

Presentation: The game of behavioural economics – 5 steps to end the “marketing winter” • Understanding the power-shift of empowered customers • Building Empathy. Can you really ‘feel’ what your customer is feeling? • Overriding choice. How to ‘nudge’ your customer to make a choice in your favour • Designing choice to ‘induce’ preference with enhanced experiences • Leveraging behavioral economics to regain marketing power

Samy Mardolker, senior vice president, marketing research, ORC International

16.10 – 16.40

Panel: Has the ‘Age of the Consumer’ reached a turning point? • How far are we into the age of the consumer? Have we merely scratched the

surface? • Are brands translating this theory into measurable practice? • What do brands need to brace themselves for and are we set for another

customer revolution? Moderator: Rezwana Manjur, deputy editor, Marketing Panelists: Tomasz Kurczyk, digital transformation director, AXA Singapore Stephanie Myers, vice president, digital channels, HSBC Christina Lim, director - brand and marketing, NTUC FairPrice Co-operative

16.40 – 16.50 Closing remarks Rayana Pandey, editor, Marketing

Page 4: Engage & collaborate - assets.marketing-interactive.comassets.marketing-interactive.com/conferences/CustomerExperienceSG... · Engage & collaborate ... Marketing Magazine is proud

Time Conference Day 2, Thursday, 19 May 2016

8.00 – 9.00 Registration and Networking

9.00 – 9.10 Opening remarks Speaker: Rayana Pandey, editor, Marketing

9.10 – 9.50

Opening keynote: People before pixels. Integrating technology with customer experience • How can tech innovation enable and not distract brands from dealing with core

customer issues? • Striking a balance - understand when tech interferes with the customer

experience • Strategies for a customer-first framework

Howie Lau, chief marketing officer, StarHub

Customer Advocacy

9.50 – 10.30

Presentation: Engaging influencers • Determining the right qualifiers for appointing influencers and advocates • Showcasing authentic customer experience by harnessing the reach of

influencers to engage and build communities • Mitigating risks and potential crises on social media

Aldrina Thirunagaran, assistant vice president, digital marketing, OCBC Bank

10.30 – 10.50 Morning Break

Experience Measurement & Management

10.50 – 11.30

Presentation: The art and science of customer experience marketing used by leading global brands • Two ingredients leading brands use to measure and

improve customer retention & experience - case study • One simple technique to build a lasting customer experience over your

competition • How to break down barriers in your customers data to build a ‘winning

customer experience’

Cameron Richards, founder and CEO, CPR Vision Management

11.30 – 12.10

Presentation: Effective experience measurement, moment by moment • Broadening experience and satisfaction measurement beyond product-centric

surveys • Implementing unobtrusive metrics at each customer interaction

Caroline Gazeley, regional manager, connected product planning, General Motors International

12.10 – 13.10 Lunch

13.10 – 13.30 Power Networking

Redefining Customer Loyalty

13.30 – 14.10

Panel: Is loyalty actually dead? • How loyal are customers and can brands still foster a future-proof following? • Redefining loyalty and the tracking the evolution of incentivisation Moderator: Rezwana Manjur, deputy editor, Marketing

Panelists: Martin Benda, global strategic development manager, AIMIA Madhav Nayak, marketing director, fabric conditioners - South East Asia, Australia and New Zealand, Unilever Wong Wan Ling, consulting and strategic marketer, Banking and technology sectors

Page 5: Engage & collaborate - assets.marketing-interactive.comassets.marketing-interactive.com/conferences/CustomerExperienceSG... · Engage & collaborate ... Marketing Magazine is proud

14.10 – 14.50

Presentation: Next gen loyalty and rewards • The case for next gen loyalty and rewards • Emerging loyalty program models • Moving beyond points and cash-back rewards Chris Yeo, director, head of apac strategy, AIMIA

14.50 – 15.10 Afternoon Break

15.10 – 15.50

Presentation: Data supply chains: the key to unlocking sustainable customer loyalty • What are they? • Why do you need one? • How to use it for everything from personalisation to inspiring breakthrough

creativity

Daniel Hughes, head of data science, international, DigitasLBi

15.50 – 16.30

Closing keynote: Building holistic loyalty • The evolving loyalty landscape in Asia Pacific • Connecting authentically – it’s more than what, it’s why and how • Tracking the future of customer loyalty in the region and beyond

Anka Twum-Baah, vice president, customer loyalty & content Asia Pacific, Marriott International

16.30 – 16.40 Closing remarks Rezwana Manjur, deputy editor, Marketing