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Rebranding and Making Your Employees Understand How to Deliver THE BRAND PROMISE

Break the rules in order to create amazing customer experiences

6 th Customer Experience Management Summit

13 - 15 October 2015 I Barcelona

Annual

16CASE STUDIESFROM COMPANIES: Telefonica Intesa Sanpaolo Metro Kempinski Hotels Alitalia

IKEA - Jonas AbelssonMETRO - Elisabetta Aiello BT - Annamaria La CivitaTomTom - Yaser Heda

SPEAKERSINCLUDE : Physical & DIGITAL

touch points

Hotel Barcel Sants ****

Members of board, C-level, Senior Vice Presidents, Vice Presidents, Directors, Heads of departments from Retail, Telecom, Banking, Hospitality and Airlines industries involved in:

Who should attend

Customer Relations Customer Experience Guest Experience Customer Services Customer Operations Multi-Channels/Omni-Channels

Marketing & Communication Customer Intelligence Web Intelligence Digital Medias Digital Transformation Digital Development

Customer Retention Customer Loyalty Customer Engagement Customer Relationship

Management

SPEAKERS Bastiaan BraamsDirector Marketing Strategy at ABN AMRO RetailABN AMRO

Aubrey TiedtChief Customer OfficerAlitalia

Annamaria La CivitaEurope Strategy & Business PlanningBT

Paul RyanVice President - Customer4LifeDHL Express Europe

Kuldeep ChouhanHead of Group Customer ExperienceEmirates NBD

Olga QuirosDirector, Lodgings Operations (EMEA)Expedia

Jonas AbelssonCountry Customer Relations DirectorIKEA, The Netherlands

Francesca NiedduHead of Customer Experience and CRMIntesa Sanpaolo

Katherine De FontaineVP People Training & EducationKempinski Hotels

Elisabetta AielloDirector Global Communication Mix ManagementMetro

Alain GalceranEMEA Customer Care DirectorLuxottica

Sara RanghiGlobal Customer Experience DirectorMelia Hotels International

Kenny JacobsChief Marketing OfficerRyanair

Daniele SgorbiniVP Customer OperationsTelecom Italia Sparkle

Carlos Posa AlbertGroup Multichannel DirectorTelefonica

Yaser HedaVP Global Customer CareTomTom

Dear Colleague,

I am delighted to welcome you to our 6th Annual Customer Experience Management Summit!

Following up the previous annual that was a great success, this year is not an exception. We have brought together experts from across all indus-tries to share their experience and knowledge and to take part in discussions on the latest challeng-es as well as trends and innovative ideas when it comes to Customer Experience Management.

The event is aiming to be a forum where all the participants can exchange their expertise and best practices in multi-channel/omni-channel transfor-mation opportunities, digitalization traps and tips, new approaches to marketing & communication, workforce planning and training, CX challenges in a multinational/multicultural environment, cus-tomer satisfaction & loyalty as well as customer centric value proposition. We will tackle a social media issue, data warehouse usage, rebrand-ing and other important topics of today when it comes to Customer Experience Management

Do not miss out on this unique opportunity to discuss these and many more crucial CEM top-ics, whilst also of course having the opportunity to network with your international peers from within the Retail, Banking, Telecommunications, Hospitality and Airline industries. Benefit from the expertise of our speakers and listen to real case studies, success stories and walk away with the knowledge to deliver the best customer experi-ence in this fast moving digital world where the customer is what matters most.

I look forward to meeting you in Barcelona!

Simona BaranovicProduction ManagerAllan Lloyds

6TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT SUMMIT

Benefits of attending

BOOKING LINE: Tel.: +421 221 025 322 / Fax: +421 252 444 220 www.globalcemsummit.com

Gain a deep understanding of social media phenomenon in CEM and how exactly to bene-fit from it

Explore the secrets of successful re-branding and learn how to make your employees under-stand what it means to live the brand

Gain insight into CX challenges in a multina-tional environment such as legacy processes, IT infrastructures, cultural environment and customer geographical dispersion

Determine the optimal touch points mix in order to drive effective customer reach

Analyze how and why customers are actually using social media to engage or comment on brands

Understand customer experience management challenges and effective solutions in this digital era


KEY TOPICS Change management and Omni channel Transformation Rebranding and Making Your Employees Understand

How to Deliver the Brand Promise Consumer Driven Integrated Marketing Communication Customer Centric Value Proposition

CX Measurements and Methodology Social Media, Content & Dialogue Technique Integration Digitalization Traps and Tips CX Challenges in a Multinational/Multicultural

Environment

WORKSHOPWorkshop A: Culture Creation & Integration 13 October 2015 (15:00 - 16:00)

Make your employees feel the ben-efit of customer experience and un-derstand the effects of their actions and behavior

Reorientation of organizational functions & departments

Cross-Company experience account-ability

A need for cultural awakening (From Top to Bottom)

Evaluation of the alignment level of your employees with customer experience strategy

Quality Digital Experience Driven by the Use of Predictive Analytics

Next Generation Customer Experience

Improved Digital Experience will Drive Customer Loyalty and Higher Profits

More Sophisticated Apps that Drive Retention & Enjoyment

Workshop B: Going Digital! 13 October 2015 (16:00 - 17:00)

Wednesday 14 October 2015

SCHEDULE

Thursday 15 October 2015


08:20

08:50 09:00

09:15

10:00

10:45

11:15

12:00

12:45

14:00

14:45

15:30

16:15

16:45

17:30

18:15

19:00

Registration and Morning Coffee

Coffee Break

Lunch

Coffee Break

Cocktail reception

Opening Remarks from the Chairperson

CA

SE S

TUD

YC

ASE

STU

DYDeveloping a Customer Centric Culture in a

Global B2B OrganizationPaul Ryan I DHL Europe Express

CA

SE S

TUD

YC

ASE

STU

DY

D - DiscussionCASE STUDY - Experience Based Case Study - Great Opportunities for Networking


Coffee Break

Lunch

CA

SE S

TUD

YC

ASE

STU

DY

CA

SE S

TUD

YC

ASE

STU

DYSatisfaction and Engagement in the Age of the

CustomerFrancesca Nieddu I Intesa Sanpaolo

Always Getting Better Program

Kenny Jacobs I RyanairTransformation Alitalia to Customer Centric

Aubrey Tiedt I Alitalia

How to Look Good on the Social Dance Floor

Annamaria La Civita I BT

Speed Networking Session

Living the Brand Through the Guest Experience at Kempinski

Katherine De Fontaine I Kempinski Hotels

CX Challenges in a Multinational/Multicultural EnvironmentDaniele Sgorbini I Telecom Italia Sparkle

CA

SE S

TUD

Y

The Omni-Channel Transformation OpportunitiesCarlos Posa Albert I Telefonica

The Challenge of Implementing a Consumer Driven Integrated Marketing CommunicationElisabetta Aiello I Metro

08:20

08:50 09:00

09:15

10:00

10:45

11:15

12:00

12:45

14:00

14:45

15:30

16:15

16:45

17:30

18:15


Speed Networking Session

Interactive Panel DiscussionGroup of Speakers D

CA

SE S

TUD

YIn-house vs. Outsourced customer services. Added value?Olga Quiros I Expedia

CA

SE S

TUD

Y

DRoundtable Discussion

All Attendees

CA

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TUD

YAlways on!

Bastiaan Braams I ABN AMRO

Coffee Break

Final roundtable, one to one meetings and Closing remarks from the Chairperson D

CA

SE S

TUD

Y

Jonas Abelsson I IKEA, The Netherlands

IKEA Netherlands Omnichannel Transformation & Touch Point Strategy

Service Cultures: Perfect Connector Between our Brands and Our CustomersSara Ranghi I Melia Hotels International

CA

SE S

TUD

Y

Emirates NBD - Our Journey Towards Building a Customer Centric Organization

Kuldeep Chouhan I Emirates NBD

DRoundtable Discussion

All Attendees

CA

SE S

TUD

YThe Voice of Customers

Alain Galceran I LuxotticaMulti-Channel/OMNI-channelYaser Heda I TomTom

CA

SE S

TUD

Y

DAY 1 14 OCTOBER 2015 6TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT SUMMIT


08 : 20

08 : 50

10 : 45 Networking Coffee Break



10 : 00 Paul RyanVice President - Customer4life DHL Express

Developing a Customer Centric Culture in a Global B2B

How the Customer4life programme delivered significant business benefits for DHL Supply Chain Globally

CASE STUDY

09 : 00 Speed Networking Session

Dont forget your business cards! Great 15 minutes ice-breaking and networking activity to meet your peers before we start

11 : 15 Daniele SgorbiniVP Customer Operations Telecom Italia Sparkle

CX Challenges in a Multinational/Multicultural Environment

Structured multinational companies are heading challenges to improve their customer experience, legacy processes, IT infrastructures, cultural environment, customer geo-graphical dispersion just to mention a few. The presentation aims at sharing the work being done, the stakeholder approach, the change management pillars and developing programs:

Internal and External Challenges Stakeholders Approach Developing Pillars Expected Benefits (How do we Measure CX)

CASE STUDY

09 : 15 Aubrey TiedtChief Customer Officer Alitalia

CASE STUDY

12 : 00 All Attendees

Interactive Roundtable Discussion

All attendees will have a great opportunity to discuss a selection of the most inter-esting topics addressed during the conference in small groups with their peers. Every table will nominate a head of table, which will summarize the topic discussed, present the main puzzles, and questions posed.

Development of a successful customer journey map. Deliver consistent, brand-affirming interactions across every touch point

Ways to achieve your desired business and customer goals by means of proper metrics and measurements

Find niche ways to reach your customersFind niche ways to touch your customers

DISCUSSION

Leading a transformation in the end-to-end experience to reposition Alitalia as a world class customer-centric airline

Ambitious Strategy Development of Revitalized brand

DAY 1 14 OCTOBER 2015



14 : 45 Katherine De FontaineVP People Training & Education Kempinski Hotels

Living the Brand through the Guest Experience at Kempinski

The presentation takes a look at Kempinskis re-branding and how we attempt to go further than the sum of our logo, fonts and photography by ensuring that our employees understand what it means to live the brand and have the means to do so.

How kempinskis DNA informed our brand promise

When and how can we deliver on that promise

The guest experience design

The tools, training and communication to our employees

Measurement and results

CASE STUDY

14 : 00 Sara RanghiGlobal Customer Experience Director Melia Hotels International

Service Cultures: Perfect Connector Between Our Brands and Our Customers

We will explain our 7 Service Cultures, which is the way we teach our employees how to deliver their brand promise, each brand its own, but all with the same structure

Brands: Their methodology in Melia Hotels International Service Cultures: The perfect way to deliver a brand promise Final Touch: Melia Rewards

CASE STUDY

16 : 45 Carlos Posa AlbertGroup Omnichannel Director Telefonica, S. A.

The Omnichannel Transformation Opportunities

Excellence in CX demand a unique and consistent experience across channels.

Transformation is complex for big companies Customers need to guide omnichannel experience Digitalization and human interaction is key

CASE STUDY


15 : 30 Yaser HedaVP Global Customer Care TomTom

Multi-Channel/OMNI-channel

While it is important to set a strategy for the multi-channel/OMNI-channel customer experience, many organizations believe they need to engage in all channels for the best customer experience. Is this correct? Is it quantity over quality?

How to identify and prioritize customer channels? Effectiveness and efficiency of each channel The optimal Multi-channels/OMNI-channelsImportance of service recovery

CASE STUDY


18 : 15

Carlos Posa AlbertJonas AbelssonYaser HedaKenny Jacobs

SPECIAL FEATURE: Interactive Panel Discussion

In this session, the audience has an opportunity to ask questions and have anopen interactive discussion with the discussion panelists.

Achieving seamless customer experience. Challenging, but worth it! Excellence in CEM is directly tied to strong business support and performance Quantification of the business value of investments into CEM

DISCUSSION

19 : 00 Cocktail Reception


17 : 30 Jonas AbelssonCountry Customer Relations Director IKEA, The Netherlands

IKEA Netherlands Omnichannel Transformation & Touch Point Strategy

An outline of the total change approach and key change components was used to empower 5 000 co-workers and transform IKEA Netherlands into an omnichannel retailer

Brief background of IKEA and the reason for our Omni-channel transformation Key components in our total change approach to secure a change of mindset

in the organization Aligning our strategies, organization, system and processes Learnings

Click on image for play video with testimonials from last annual

CASE STUDY



`

08 : 20

08 : 50




09 : 15 Kenny JacobsChief Marketing Officer Ryanair

Always Getting Better

Outline of changes that have been implemented as part of the Always Getting Better program and the success these changes have brought, as Ryanair will carry over 100m customers this year

CASE STUDY

11 : 15 Francesca NiedduHead of Customer Experience and CRM Intesa Sanpaolo

Satisfaction and Engagement in the Age of the Customer

Embracing a strategy centered on Customer satisfaction entails a deep understand-ing and knowledge of your Customers, together with the ablity to engage them. However, in order to be able to deliver the level of experience your customer expects, a bank must be able to satisfy their financial as well as non-financial needs. A new approach to marketing and communications is hence mandatory.

Knowing and understanding the customer needs at each stage of this lifecycle Engaging the customer across all the available (physical and digital) touchpoints Delivering an experience consistent with customer expectations, set outside

financial services Delighting the customer through the satisfaction of financial and non-financial

needs in new ways

CASE STUDY

10 : 00 Annamaria La CivitaEurope Strategy & Business Planning BT

How to Look Good on the Social Dance Floor

There is a lot of hype around social media and customer service in the market place at the moment. After all, if Facebook users represented a countrys population, it would be the worlds third largest behind China and India. So, taken together as a collective customer base, they represent a very powerful marketing channel. Although most businesses know what social media is and claim they understand it, the vast majority still struggle to harness social medias power. Many companies embark the Social media journey with no real rationale apart from everyone else is doing it...

How many have a deep understanding of exactly how to benefit from social media?

How and why customers are actually using social media to engage or comment on brands?

What are the triggers for these interactions and the implications for customer experience strategies?

CASE STUDY

09 : 00 Speed Networking Session

Dont forget your business cards! Great 15 minutes ice-breaking and networking activity to meet your peers before we start

DAY 2 15 OCTOBER 2015



14: 45 Bastiaan BraamsDirector Marketing Strategy at ABN AMRO Retail ABN AMRO

Always On!

How to integrate Social Media, Content & Dialogue technique and above the line activities in effective marketing. Case Example: Housing Market

Ensuring an always on methodology in reaching customers on key relevant topics

Using relevant content to do so Creating a constant dialogue with customers (via new media) Integrate new media into above the line campaigns to ensure a longer impact

of campaigns

CASE STUDY

14 : 00 Elisabetta AielloDirector Global Communication Mix Management Metro

The Challenge of Implementing a Consumer Driven Integrated Marketing Communication: The Ongoing Experience of METRO Cash and Carry Serving 20 Million Independent Small Businesses in 25 countries.

When, after digitalising marketing, technology is no longer the barrier but compe-tence and mind set still are; when data, even Big Data, are not the issue but being insights-driven rather is; when increasing proximity to customers pushes for more local-isation rather than centralisation, then that is the moment when marketing integration becomes a considerable and multifaceted challenge. In such circumstances, the solution is always about people and cross-functional fertilisation

The integration of the marketing mix is driven by a new integrated process to communication planning and by an integrated organization.

Building a network of external agencies which work not just as service providers but also as a source of competence to transfer to internal teams

Insights play a key role to balance transactional and inspirational content in the marketing mix to achieve long term engagement -so how to feed the process with rich authentic insights?

Within a considerably wide range of touch points we are forced to make choices - how do we optimise the touch points mix to drive effective reach?

Cross functional: getting other teams involved right next to the marketing team to improve marketing outcome and its acceptance

CASE STUDY

12 : 00 All Attendees

Interactive Roundtable Discussion

All attendees will have a great opportunity to discuss a selection of the most inter-esting topics addressed during the conference in small groups with their peers. Every table will nominate a head of table, which will summarize the topic discussed, present the main puzzles, and questions posed.

The immediate customer response. Good experience grabs customers, bad experience pushes them away.

The power, speed and effect of word-of-mouth on your business. Social does not necessarily mean Friendly Do not allow your customers

DISCUSSION


6TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT SUMMIT DAY 2 15 OCTOBER 2015 6TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT SUMMIT


16 : 45 Olga QuirosDirector, Lodgings Operations (EMEA) Expedia

In-house vs. Outsourced customer services. Added value?

Presentation of Expedias Inc. Successful business case, Implemented across the globe. Are companies investing the right amount of dollars, time and resources to create core support?

How to make the decision between in-house and outsource support Pros and cons How to decide on the vendor

CASE STUDY


17 : 30 Kuldeep ChouhanHead of Group Customer Experience Emirates NBD

Emirates NBD - Our Journey Towards Building a Customer Centric Organization

Emirates NBD embarked on a journey which focused on creating a customer centric organization and this discussion will focus on key components and challenges faced during this process.

Who in the organization should lead the journey Where should we begin Alignment of organization towards common goals Transparency holds the key Importance of service recovery Rewarding employees and customers Technology as an enabler

CASE STUDY

15 : 30 Alain Galceran EMEA Customer Care Director Luxottica

The Voice of Customers

How to make sure that we are delivering a good service to our customer?

How we measure the customer satisfaction How we understand the customer effort How to build customer-centric processes

CASE STUDY

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6th Annual Customer Experience Management Summit 13 - 15 October 2015 I BarcelonaHotel Barcel Sants ****

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6th Annual Customer Experience Management Summit 13 - 15 October 2015 I BarcelonaHotel Barcel Sants ****


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