Wednesday - August 27, 2008 (Day Two)
Agenda Main | Day 2 (PDF -
Coming Soon) | Day 1
7:00am-8:00am - Registration & Breakfast
8:00am-8:15am - Welcome & Chairperson Remarks
8:15am -9:15am - Keynote Speaker 3 - Pete Winemiller, VP,
Guest Relations, NBA Seattle Supersonics/WNBA Seattle Storm
Topic: “Moments Matter! Building a Culture that Empowers Employees,
Benefits Customers and Creates Loyalty Inside and Out”
Session WOW Factor:
People don’t remember days, they remember moments –
Moments Matter! Your verbal and nonverbal communication with customers
can make or break consumer loyalty in a split second. That is because
customers think more about their experiences with people than they do
about products and services. Research shows retaining a consumer or
sending him/her off to the competition comes down to the sum of countless
interactions between customer and employee.
Pete Winemiller is charged with creating repeat customers (referred
to by the organization as “Guests”) in a business environment
where you cannot control the level of success on the basketball court
(the purchased product), but you can control what happens in the stands
(the customer experience). Recently Pete was honored as a “Customer
Champion” executive by 1 to 1 Magazine.
Key Takeaways:
• Feel the power of thinking big & ACTING SMALL
• Learn to design and maintain a culture of problem-solving
• Commit to telling the story that your front-line staff dictates
your bottom-line cash
• Believe you can treat all of your customers differently, just
as long as you treat all of them well
• Define FUN as Fully Understanding Nonsense™…Loosen-Up!
9:15am -9:45am - Networking Break in the Exhibit Hall
9:45am-10:30am - Concurrent Breakout Session #1 (Choose any
of the 3 Sessions)
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"Establishing Your Customer Intelligence
Eco-System: Winning Ingredients"
Panel Discussion
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Moderator: Leslie Ament, Founder & Principal,
Hypatia Market Research & Consulting
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Panelist: Chuck Patel, President,
Business Intelligence & CRM Divisions, Champs Software
Panelist: Marsha Calfee, VP, Product
Marketing, Informiam
Panelist: John Timmerman, Global Marketing
Director, Teradata
Panelist: John Taschek VP, Market Strategy,
Salesforce.com
Panelist: Chris Williams, VP, Client & Technical Services, QAS, an Experian Company
Moderator Bio:
Leslie Ament, founder and principal with Hypatia Market
Research & Consulting will be moderating this panel
designed to help CRM & Business Intelligence practitioners
deploy Customer Intelligence Management programs.
With deep experience in CRM & Business Intelligence,
Ament has participated in the selection, business process
management, customization criteria and project management
of CRM, SaaS, Customer Data Management & Data Quality,
Marketing Automation and Sales Force Automation solutions
for numerous organizations. In addition, she has been
quoted in CRM Magazine, CIO Magazine, Business Intelligence
Review, Internet Retailer, Insurance Networking News,
CRM Buyer, Tech News World, Search Data Management,
Search CRM, CRM Daily, Red Herring, CRM2Day, CRM Directory,
CRM Advocate, TMCNet, and CMO Council publications.
Moreover, she has overseen implementation of numerous
CRM solutions - both on-premise and SaaS!
Session Takeaways:
• Establishing a common definition for "Customer
Intelligence Ecosystem"
• Why Business Intelligence & CRM initiatives
are converging?
• The real benefits for companies adopting Customer
Intelligence Ecosystems?
• How Customer Intelligence Ecosystems improve
customer profitability?
• Tips to gain organizational buy-in, business
case rationalization
• Lessons learned from real-world customer intelligence
deployments
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"Elevating
Customer Experience Quality: Bringing Quality Assurance
to CRM Implementations" |
Speaker: Michael Yudanin, President & CEO,
Conflair
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Session WOW Factor:
Quality has long been defined as answering explicit
and implicit customer expectations. This definition
resonates best with the spirit of CRM –it’s
all about the customer, after all.
The usual way of achieving Quality in software is putting
the application through a set of extensive tests, a
result of a well-planned, structured, rigorous software
quality assurance process. Conventional software quality
assurance and testing methods have been honed through
a large number of development projects. However, applying
many of them to software implementation, and specifically
to CRM, can prove counter-productive.
This session analyzes the QA and testing needs of
CRM implementations. Based on these needs, it proposes
a new approach to bringing Quality into CRM projects
– Implementation Assurance. The main aspects
of Implementation Assurance will be explored, among
them:
- The uniqueness of CRM implementation life cycle
and its implications on QA and testing
- Specific quality assurance and control techniques
to apply at different stages of CRM implementation
project
- Measuring process and product quality throughout
the CRM implementation
- CRM testing – planning, design, execution
and reporting
Examples from Conflair experience in applying quality
assurance and testing to specific projects will be
given. A number of tools that support Implementation
Assurance will be described.
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Market2Lead
Sponsored Session
Speaker: Geoff Rego, CEO & Co-Founder, Market2Lead
More Information Coming Soon!
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10:30am-11:15am - Concurrent Breakout Session #2 (Choose any
of the 3 Sessions)
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"The
Customer Experience of the Future"
Speaker: Bill Porter, Founder, Porter Research
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Speaker Bio:
Bill Porter is Founder of Porter Research and leads
the Customer Experience and Loyalty practice today at
the company. As a nationally recognized author, researcher,
lecturer and consultant, Bill has spent the last two
decades specializing in the business of customer experience,
loyalty and satisfaction. As part of the expanding Customer
Experience Management (CEM) movement today, the Customer
Experience practice at Porter provides research programs
proven to accelerate customer’s revenues in the
global marketplace.
Bill is author of the pioneering business book on
the customer experience, Quest for Loyalty, plus a
sales strategy business book, Sellers Edge, about
buyer psychology and buyer types in today’s
marketplace.
With graduate degrees from both Rice University and
the University of Texas, Porter has been a visiting
lecturer on customer experience and loyalty strategy
for MBA programs at the University of North Carolina,
Emory University's Goizueta Business School and the
College of Management at Georgia Tech
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"Customer
Dynamics " |
Speakers: Karl Sharicz & Carol Zulauf, Ph.
D
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Speaker Bios:
Karl E. Sharicz specializes in training management and
business development as applied within organizational
systems. His work within the high-tech industry has
included the design of structured learning environments
and the development of certification programs for professional
services teams. He has over thirty years of client-relations
and business management experience and has served in
various Marketing and Training Management roles over
that time. Karl is a graduate of Suffolk University,
holds a Master’s degree in education from Boston
University, and has served in a leadership capacity
for several professional organizations. In his current
role as Manager of Customer Loyalty & Retention
for SimplexGrinnell, a business unit of Tyco International,
Karl is responsible for managing voice of the customer
feedback channels.
Dr. Carol Ann Zulauf specializes in leadership, team
development, systems thinking, and customer dynamics.
Her clients span high tech, federal and state governments,
health care, education, and consumer product organizations.
Dr. Zulauf has many publications to her credit, including
the published book The Big Picture: A Systems Thinking
Story for Managers. Carol is also an Associate Professor
of Adult and Organizational Learning at Suffolk University
in Boston where she co-designed the Master’s Degree
Program in Adult and Organizational Learning, which
focuses on applying systems thinking tools to practical
applications, understanding the needs of adult learners,
and incorporating organizational learning competencies
into training and human resource development initiatives
in organizations. She is the recipient of several "Outstanding
Faculty" Awards and of the "Women Leaders
at Suffolk" award.
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"Tying Social Media
and Web 2.0 Strategies to Bottom-Line Performance" |
Speaker: Ginger Conlon, Editer-in-Chief, 1to1
Magazine
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Session
WOW Factor:
Online communities, social networking sites, blogs,
virtual worlds. As customers embrace these activities,
is your organization harnessing their potential for
relationship building, data gathering, and more? In
this session you’ll hear from three industry experts
how to turn customer interactivity to customer profitability.
Learn how to:
• Select the best existing social media sites
for your company to track or participate in.
• Launch and run your own online customer community
• Gather and utilize customer insight from social
media sites and activities
• Tie mobile and email strategies to social media
activities
• Realize profitable returns from social media
strategies
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11:15am - 12:00pm - Keynote Speaker # 6 - Bruce Culbert, CRM & e-Commerce Visionary, Managing Director, BPT Partners and Chairman, myCRMCareers.com
Speaker Bio:
Bruce Culbert is described as an e-Commerce visionary by Forrester
Research and a “charismatic leader” by Information Week.
CRM Magazine recognized him as “One of the 20 Most Influential
People in CRM” when featuring the "best and the brightest
the CRM Market has to offer."
Culbert’s career represents more than 20 years of experience leading
ground breaking information technology solutions and launching new business
initiatives for companies including IBM, BearingPoint, KPMG, and salesforce.com.
He is a founding principal and Managing Director of BPT Partners, a
global CRM consulting, training and research company focused on practical
strategies and ‘best practice’ process, tools and techniques
that deliver significant ROI to its clients companies while developing
and enhancing the competency of its professionals in CRM Sales, Marketing,
and Services positions.
Culbert is CEO of iSymmetry and its affiliate companies, iSymmetry Workforce
Solutions and TSymmetry, premier providers of on-demand consulting and
recruiting services for Global Commercial Enterprises and the United
States Government. iSymmetry was recognized by INC. Magazine as one
of the fastest growing companies in the U.S.
Culbert is Chairman of the Board of myCRMcareer.com, the CRM industry’s
first web 2.0 social network dedicated to advancing the careers of CRM
Professionals, globally.
Culbert regularly speaks at industry, customer and partner events and
currently serves on the Board of Directors at some of the fastest growing
companies in the United States. He is featured and his articles and
commentary appear in leading magazines and periodicals.
Culbert served on the Board of Directors at Salesnet during the company’s
merger with RightNow Technologies. Mr. Culbert is a member of the Board
of Directors for the Center for Professional Selling at the Coles College
of Business, Kennesaw University. He is also a Director on the Board
of the National CRM Association and on the Board of Advisors of the
Rutgers University CRM Research Center. Mr. Culbert has recently been
named to the prestigious CRMGuru.com panel of global experts and is
a Global Advisor to Greater China CRM (GCCRM).
More Information Coming Soon!
12:00pm -12:55pm - Networking Lunch
1:00pm-2:00pm - Keynote Speaker # 5 - Paul Greenberg, author CRM at the Speed of Light: Fourth Edition & Founder, the 56 Group
More Information Coming Soon!
2:00pm-2:45pm - Concurrent Breakout Session #3 (Choose any
of the 3 Sessions)
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"Proactive Customer Churn Management" |
Moderator: Debra Green, Senior Director, Alvarez & Marsal
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Session WOW Factor:
It's nearly impossible to turn on the television or radio these days without being besieged by telecommunications and cable advertisements competing for customers' attention.
Offers to consolidate telephone, Internet and cable television services that boast lightening-speed Internet access, unlimited long-distance and more channels than anyone
could possibly watch in a lifetime are a dime a dozen.
In today's highly competitive environment, taking proactive steps to keep your customers satisfied is essential to improving your profit margins. There are various ways this
can be accomplished, but more often than not, your contact center is the most powerful tool at your disposal to thwart competitors' advances on your customers.
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"Doing More with Less: Delivering on the Promise of CRM at the Point of Contact" |
Speaker: Neil Crane, Director of Product Development, Cicero Inc.
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Session WOW Factor:
In a perfect world, every step in your company’s
CRM-driven sales process flows smoothly from the moment
your company promotes its product, to purchasing, receipt
and service, to any requests for after-sales support.
Unfortunately, many CRM software solutions have not
completely fulfilled the promise of providing a CRM-driven
sales process with a unified view of the customer, improved
productivity, higher customer satisfaction, and increased
revenue.
If you can make all your customer information available
- not merely in one place, but in the right place, to
the right employees and at the right time, and make
it easy to incorporate that information into sales and
service workflows, you have delivered on the promise
of CRM. If you can achieve this objective in a stepwise,
lower cost, incremental manner, you can reach ROI targets,
reduce business risk and improve profit margins.
In order to maximize the benefits of CRM and the investment
in existing CRM software, businesses should embrace
the new paradigm of desktop integration and focus on
where and how the enterprise technology is used –
at the knowledge worker desktop.
Key Takeaways:
• Identify the traditional methods of optimizing
CRM and enterprise technologies.
• List ways of empowering customer service agents
with an integrated CRM strategy.
• Understand the importance of using desktop
integration to enable CRM in the enterprise and at
the Point of Contact.
• Develop a strategy of optimizing CRM and enterprise
technologies to elevate the customer experience.
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"Trend in CRM" |
Speaker: Yacov Wrocherinsky, Founder & CEO, Infinity Info Systems
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Infinity founder and CEO, Yacov Wrocherinsky, will
illustrate the CRM industry’s most up-to-the-minute
trend using anecdotes from some of Infinity’s
biggest clients. He'll take an in-depth review of the
best practices gleamed from case studies and give the
audience candid advice.
Session WOW Factor:
One of the most common applications for BI tools is
to analyze sales and customer data. To do this, businesses
need to capture this data and retain it in a central
repository. Customer Relationship Management (CRM) is
one of the tools that businesses can use to do this.
In fact, CRM is so vital a tool for acquiring, retaining
and developing profitable customer relationships, that
if you are not already using it, it needs to be in your
plans to do so. Infinity has been helping small and
mid-sized businesses implement and utilize CRM for 20
years.
Across industries from financial services to manufacturing,
companies focused on excellence in managing customer
relationships have demonstrated the significant competitive
advantage of leveraging business intelligence solutions.
Superior information combined with effective execution
has enabled companies to create and maintain competitive
advantage through an integrated strategy for business
intelligence and CRM.
There are many CRM options business: Act!, Microsoft
CRM and GoldMine are great tools for contact management
and sales tracking. As a business grows, or its needs
become more sophisticated, there is Sage CRM, Sage SalesLogix
CRM and Microsoft Dynamics CRM that bring additional
features such as mobile access and can be fully customized
to meet growing needs.
For those businesses that want to implement BI tools
and integrate them into CRM systems, seek out and follow
best practices and if possible, work with a top-notch
implementation partner – one with expertise in
integrating BI software with CRM and financial systems.
A partner can make the selection and implementation
painless, but most of all, can train staff to customize
and use the tools to fulfill an organization’s
specific needs.
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2:45pm-3:30pm - Concurrent Breakout Session #4 (Choose any
of the 3 Sessions)
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"From Technology to Strategy: A Billion Dollar Charity's Shift to Truly Building Constituent Strategies" |
Speaker: Angie Moore, Managing Director of CRM, American Cancer Society
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Session WOW Factor:
The American Cancer Society's evolution from its focus
on the deployment and adoption of the necessary CRM
tools to a true focus on how our marketing and communication
strategies can build long-term, mutually beneficial
constituent relationships.
The success of the American Cancer Society in its
fight against cancer has been made possible through
the people it serves and the people who support the
mission. And while there has always been a focus on
critical relationships to ensure the rapid pursuit
of mission, the organization proclaimed in 2000 to
become a constituent-focused organization and deploy
the tools, processes and strategies to practice CRM
effectively. After spending several years deploying
and improving the technology to support CRM, the organization
had to move to the next phase of CRM which was to
delve into the area of "constituent-based strategies".
This session will reveal how the Society took those
"post technology-focused" steps and how
they are building integrated communication strategies
and a constituent-based planning process to ensure
long-term and loyal relationships with survivors,
patients, donors and volunteers
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"Marketing Maverns" - Panel Discussion |
Moderator: David Cummings, President & CEO, Pardot
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| Panelist: Michele McMahon, Senior
Director of OnDemand Operations, Ariba
Panelist: Jamie Davenport, Senior
Marketing Manager, Nexidia
Panelist: Cindy Curtin Knezevich,
Global Product Marketing & Communications, Jacada
Panelist: Kathy Chamberlain, Senior
Manager, Southeast U.S. Field Marketing, Sun Microsystems
Panelist: Vicki Brown, Director
of Marketing Programs, Bomgar
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"Interpreting the
Voice of the Customer" |
Speaker: Kevin Childs, President, UCN, Inc.
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Session WOW Factor:
There’s no secret to the power of gaining insights
to customer opinion. 93% of all companies gather customer
feedback. Collecting is only the beginning. 67% of companies
don’t do anything with the data they collect.
The problem compounds when organizations rely on outdated
and unreliable measures of customer satisfaction. They
watch sales volume, listen to sales reps describe the
state of mind of their customers, or track and count
frequencies of complaints. These approaches are no substitute
for a valid, well-designed customer satisfaction surveying
program that gives you the true “Voice of the
Customer.”
Mr. Childs will share the best practices of customer
feedback gathering, interpretation and methods of
action. His presentation will include the organizational
benefits from asking the customer to respond to a
satisfaction survey immediately after the interaction.
Attendees will learn how immediate feedback enables
management to take positive steps in service recovery
and the agent is developed through the experience
while the interaction is fresh on the mind of the
agent.
He’ll show how the same technology that gathers
and processes statistical data also has the ability
to record voice feedback from the customer, sending
the entire package to both the supervisor and the
respective agent. One key benefit is agent behavior
is positively affected when it’s the customer
doing the coaching. Moreover, knowing the core drivers
for customer satisfaction as well as dissatisfaction
gives you a competitive advantage and valuable insight
to your customer contact experience enabling you to
achieve the real goal of customer feedback—ACTION—as
dictated by the customer.
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3:30pm - 4:30pm - Keynote Speaker # 2 - Martha Rogers, Co-Founder, Peppers & Rogers
Topic: "Rules to Break & Laws to Follow: How Your Customers Will Help You Beat the Crisis of Short-termism"
Session WOW Factor:
A raging crisis of short-termism threatens companies that try to operate
by today’s “accepted wisdoms”.
When the lowliest employees can leap tall hierarchies in a single click,
it not only flattens your organizational chart, but also elevates the
importance of corporate culture, transforming it into your most reliable
competitive advantage. And when customers can share their experiences
electronically with
millions, customer trust becomes more than a catch-phrase; it becomes
a business
necessity—and a divining rod for any company‘s success over
the long term. Even change itself is no longer a constant; it is accelerating.
No matter how great your product or service is today, tomorrow it will
be a commodity, and tomorrow will come faster than it used to. Big or
small, manufacturer or service firm, in today’s technology-augmented
environment, you’ll have to know how to harness the power of your
connected customers and your networked employees. You need innovation,
creativity, resilience and leadership to produce not just quarterly
numbers, but genuine shareholder value.
As an expert on customer-based business strategy, and individually
named to Accenture’s global list of “Top 100 business intellectuals,”
Martha Rogers, Ph.D. continue to set the standard in business strategy.
This session offers the most innovative and strategic thinking to date.
Attendees of this session will have the opportunity to purchase an
autograph copy of Martha’s newest book Rules to Break &
Laws to Follow: How Your Customers Will Help You Beat the Crisis of
Short-termism
4:30pm - 4:45pm - Chairperson Closing Remarks
4:45pm - Return2Customer 2008 Ends
Agenda Main | Day 2 (PDF -
Coming Soon) | Day 1
