2:00 – 2:25pm
CX in COVID-19
COVID-19 has had a dramatic impact on CX touchpoints such as call center staff working from home and social distancing tactics. How are companies and customers adapting? With lines and delays, how were companies able to overcome customer frustration? When owned channels, using face to face touchpoints are normally those that most significantly drive key metrics, like NPS, trust and consideration, what is happening to brand equity? What does the future hold for CX as a result? MESH Experience, using their database of experiences, will share insights and key actions for marketers on the impact of Covid-19 in the financial services sector. This will be followed by a panel discussion with clients who will share learnings from their different sectors.
Fiona Blades – President and Chief Experience Officer, MESH
André D’Abreu – Head of Marketing Intelligence, LATAM Airlines
2:30 – 2:55pm
The Role of Diversity in CX
In the wake of social unrest and the Black Lives Matter momentum in the U.S.in 2020, many companies are changing their business strategies. CBS is one of those companies: they are committing at least 25% of its script development budget to creators and producers who are Black, Indigenous and people of color (BIPOC) starting with the 2021-22 development season. This change will have significant effects not just at CBS, but throughout the entertainment world in regards to race. Learn how CBS’s CX strategy is being driven by audience measurement, analytics, market, program and advertising research.
Radha Subramanyam – President and Chief Research and Analytics Officer, CBS
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
3:00 – 3:25pm
Navigating Consumer Expectations During Times of Disruption
Learnings from several of Kantar’s trusted, exclusive studies including Kantar’s BrandZ Top 100 Most Valuable Global Brands 2020, which uniquely measures a brand’s value based on its ability to appeal to relevant customers and potential consumers and validates it against actual sales performance, and Kantar’s COVID-19 Barometer, surveying over 100,000 consumers in 60+ markets to understand how people are feeling and acting around the world since the start of the pandemic and the short and long-term implications for brands and the marketing levers they need to influence.
Niels Neudecker – SVP, Kantar
3:30 – 3:55pm
The ESPN Brand in the Age of COVID-19
Shortly after turning 40 years old ESPN understood that fandom had evolved a lot since 1979 in terms of media, culture and fan identity. Part of the strategy to connect with fans on a more emotional level including airing The Last Dance in conjunction with the NBA finals in June. Yet, on March 11, due to the pandemic, live sporting events were suspended. While some outfits might have despaired, ESPN recognized an opportunity: speed up production and air The Last Dance a full two months earlier than the original launch date. Learn how this decision, together with the campaign There’s No Place Like Sports, enabled ESPN to grow their audience and deepen customer experience through storytelling and trust.
Seth Ader – VP, Marketing, ESPN
Flora Kelly – Senior Director, Strategic and Brand Insights, ESPN
Moderator: Paul Donato – Chief Research Officer, ARF
4:00 – 4:25pm
Making Sense of CX at Fidelity International
As a result of COVID-19, Fidelity, similar to many financial institutions, experienced major disruptions to their business. The discussion will center on Fidelity’s media spend, consumption, rebalancing, impressions and sponsorship strategy. How did their approach to creative testing change and how did they “get the tone right?” How did they respond to changing investing behavior given the rise in savings, longer term investing and staying invested?
Jet Cooke – Head of UK Marketing – End Investor, Fidelity International
Moderator: Fiona Blades – President and Chief Experience Officer, MESH