Table One: Customer Experience in B2B: A Roundtable Discussion

On average, B2B companies have a customer experience score of less than 50%, compared to averages of 65%-85% for B2C. In recent years, many B2B companies have started investing in customer experience. This shift in priority shows just how hungry customers are for improved experiences. During this B2B CX Roundtable, we will discuss three areas to prioritize:

1.           Omnichannel Experience

2.           Employee Experience

3.           Personalized Experience

Led by: Jennifer McGinn, Senior Director of Product Marketing, Informatica

Table Two: From Crawl To Fly: Journey Analytics Lays the Foundation for CX Success

Do you understand your customer’s journey from start to finish? Does each and every customer receive the best possible experience, every time they interact with your brand? Managing the customer journey is no longer optional if organizations want to improve overall business success. Journey analytics serves as a guide to building and orchestrating customer experience processes. We’ve designed this roundtable to help all CX leaders - from those just starting their customer journey projects to those growing existing programs. No matter where you are in the process of bringing journeys to your business, we’re confident you’ll find the content useful. During this roundtable, we will discuss:

•            How to get started on building a customer journey program

•            The 5 key steps to journey optimization, including journey orchestration and journey analytics

•            Crawl/Walk/Run best practices

Led By: Mark Smith, President, Kitewheel

Table Three: Hosted by GetFeedback by SurveyMonkey

Elizabeth Robillard, Program Director, NGCX 

As consumers experience your product, especially during a turbulent time like a global pandemic, what emotions are solicited and what stories will be told about your brand? Market competition demands institutions to strategically deliver consistent value to consumers and deliver experiences which will author authentic stories about your brand. These stories describe the relationship and trust with your organization and impacts future behaviors and decisions. In this session, participants will learn how to drive the value equation and design experiences that promote authentic stories and brand loyalty and discuss how you can accomplish this at scale and at cost.

For too long, only large enterprises have been able to create highly customized, complex customer journeys. These organizations are breaking ground, as they’ve built innovative journeys that drive customer success. But, what about everyone else? All organizations deserve access to high end customer journey capabilities, no matter their budget or customer count.

At the end of the day, every business should care about customer experience, which is why we’ve created simpler, out-of-the-box customer journeys. If you’re going to get started on one customer journey, how can you ensure it has the most impact? Brands can use smart channel-to-channel real-time personalization to inform the next best action served to customers. Others have optimized their path-to-purchase channel by analyzing their customer journey funnel. Even starting from a single journey can have powerful results. 

In this webinar, we share how to get up and running on a single customer journey, and discuss how journey orchestration drives exceptional customer experience.

In this presentation, Mark will discuss:

• The fundamentals of Journeys-as-a-Service
• Typical starter CX use cases that have proved to be successful in the past
• How to create the best possible experience for your customers with journey orchestration
• Success stories and ROI achieved from customer journeys
• Why it’s essential to understand your customer’s journey from start to finish

Technology is impacting consumer preferences and companies have to move faster than ever to adopt new technology with a customer-centric mindset. But, customers also want personalization—In an increasingly online world with self-service on the rise, customers are still looking for a 1 to 1 relationship and a personal touch. They expect to see the information and products they want where they would expect to find them. Takeaways from this session include:

• Don’t forget that your customers aren’t just data points, they are humans
• While chatbots and automated emails might be easier methods of contacting customers, are they too impersonal?
• What might be the benefits of keeping some personal lines of communication open?
• How can we strike that balance between making something easy for the customer and ourselves while also making sure they feel heard and appreciated?

Join GetFeedback by SurveyMonkey and TEDx speaker Jeannie Walters, to learn about ways to quantify your feedback data and how to take action to improve your customers’ experience and drive business revenue. 

In this session you’ll learn:

• Why measuring the customer experience matters
• How to quantify customer feedback with KPIs
• How to use feedback to drive more revenue

• What are your top organizational barriers to successful innovation & customer centricity?

• What is the actual structure of your CX team?

o Is it centralized or decentralized?

o What department do you belong to? Or are you spread out across the org?

o What do you all actually do? Are you more motivational, or operational?

• What departments across the organization have a hand in the journeys your different customers take?

• What are some of the things you do at your company to foster an innovative & collaborative environment across these departments?

o What are some specific examples of how you’ve encourage this (culturally, different tools, established rituals to create momentum internally)? What has worked for you?

Description Pending

A seamless experience across all channels (both offline and on) is what your customer expects. Whether you are a retailer, an insurer, a travel exec or a telecom brand, in order to provide your customer with what they want in the channel they want it, your back end ecosystem, the departments that control them and the way you approach customer experience and outcomes likely needs an upgrade. While backend systems might not necessarily be in under your control, customer experience is. Your voice is needed to move the needle forward and your company will stall if the move towards digital transformation is not made. Digital Transformation includes:

•        Transformations in your core infrastructure to streamline processes and unlock business value

•        Investments in hyper personalized experiences via multiple customer touchpoints to increase engagement

•        Shifts in operating models and organizational power structures to support tech upgrades and digital initiatives

•        Trainings for your current workforce to prepare them for working more holistically with new tech

Elizabeth Robillard, Program Director, NGCX 

Today’s consumer interacts with you through more channels then ever, so it’s more important than ever to optimize every touch point that you have with them. In order to get more sales, have them open new accounts or take out loans, you need to make the experience they have with you seamless no matter the channel. In this solutions focused group discussion, you’ll leave with specific takeaways to exceed the expectations of today’s connected consumer. Our panel will discuss:

• Using insights gleaned from UX programs to understand potential friction points on your mobile app or site
• Understanding what customers expect from your brand and how to translate that experience to mobile
• Iterating and continually testing your mobile experience 
• Anticipating your customers’ needs and designing experiences around them
• Looking at everything from your homepage to checkout  
• Assessing tools you can use to help shape specific customer experiences that drive conversion

Given the staggering amount of feedback being collected from your customers, how might it be used to design prescriptive actions to meet customer needs before they realize or ask themselves? Understanding customer sentiment complimented with an empathetic approach can be used to streamline and differentiate an organization’s experience offering. This session will discuss how to steer from lagging performance measures to identifying emotional touchpoints which can be used to develop effective customer astonishment strategies. 

A truly customer centric company will have full alignment of customer and employee experience. Ideally, your CXO will oversee all customer and employee touchpoints and not just make suggestions for improvement but design new experiences from the ground up using customer data and employee feedback. An executive with this level of influence will be able to make all data transparent and give employees the ability to provide the best possible experience. This session will look at how to be:

• Increasing the understanding of customers among all employees
• Increasing the understanding of employees among company leaders
• Driving deliberate, disciplined design and delivery of experiences to customers and employees
• Creating connections between CX and EX, and advocating for the integration they require, whether technical or otherwise
• Championing customers’ and employees’ perspectives in the company’s strategic decision-making
• Measuring the impact of CX on employees, the impact of EX on customers, and the impact of both on the company’s KPIs

•        Critical insights from your customers aren’t just a way for you to improve future experiences

•        If a customer has a bad experience and provides feedback, reaching out to them to resolve their issue or try to diffuse a bad situation can turn a detractor into a advocate

•        Is your company set up to reach back out to customers that have provided feedback to either fix a problem or let them know their feedback helped improve future experiences?

•        What technology or strategies can help you get to this point?