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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
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
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
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