Presentations are available for download for ARF members.
Why has customer experience become such a critical factor today for brand success?
At EXPERIENCExSCIENCE, ARF’s one-day event on September 25 during Advertising Week New York, we addressed why customer experience has become such a critical factor today for brand success.
Speakers from Ben & Jerry’s, Philips, Levi’s, CBS, LATAM Airlines, Kantar, Salesforce and more, shared:
- The role of CDP in managing customer experience
- How brands can get the best out of paid, owned and earned media
- Best practices for measuring customer experience investments
- How companies can successfully make customer experience a collaborative company-wide initiative
The day was rich in terms of learnings of what it takes to succeed in the new age of customer experience marketing.
Download select presentations here:
The Customer Journey – Being Fit for Purpose
Business transformation is more than just digital, it involves a holistic view of the brand proposition. Learn how Philips used customer data to reconceptualize their product offering from individual sales to a subscriptions/service model. What were the proof and pain points? What needed to change organizationally for the company to be fit for 21st century CX and stay relevant?
Blake Cahill – SVP, Head of Digital Marketing & E-Commerce, Philips
Interviewer: Scott McDonald, Ph.D. – President & CEO, ARF
Driving Brand Love Through Every Experience
A brand is only as strong as the experience customers have with each touchpoint and channel. Best Buy introduced a new positioning and is now working to evolve and improve the customer experience to bring the brand to life for customers and drive brand love.
Jennie Weber – VP, Customer & User Experience, Best Buy
Interviewer: Gun Johnson – Head of Measurement Science and Insights, Pinterest
Inclusion is Not Just an Internal Priority
Inclusion is not just a smart internal corporate initiative. To truly be inclusive, a company must prioritize all potential users when designing and launching products and services. When these inclusion initiatives extend outside of corporate walls, beautiful stories and customer experiences emerge as well as valuable lessons for marketing, product development and corporate strategy. Hear about two stories of inclusion and their CX manifestation.
Bernard Brenner – Senior Director, Microsoft
Amy Fenton – Chief Client Officer, Insights Division, NA, Kantar
Alice Thompson – Head of Inclusion & Diversity – North America, Kantar
Moderator: Paul Donato – Chief Research Officer, ARF
Access Kantar’s presentation »
How to Design a Customer Experience Strategy
How do we identify what, when and where to interact with our customers? What tools can help, and what insights have been gained about our customers’ needs and behaviors in the pre-, during- and post-purchase periods? How have these been leveraged to successfully design the best experiences at the right time? In-store, how can you optimize your customer experience and ensure your store representatives live up to the brand?
David Levin – VP, Customer Experience & Digital Innovation, Bob’s Discount Furniture
Barb Murrer – Senior Director, Global Marketplace Insights, Levi Strauss & Co.
Moderator: Jane Clarke – CEO, Managing Director, CIMM
Customer Experience: A Collaborative Company-Wide Initiative
Many of the experiences provided to customers sit outside of the marketing department from call centers to in-store to HR; how do companies successfully bring the various functions across the organization together to deliver in an integrated fashion?
Mark Schwartz – VP, CX Insight, Marriott International
Radha Subramanyam, Ph.D. – Chief Research and Analytics Officer, CBS Television Network
Moderator: Fiona Blades – President & Chief Experience Officer, MESH
Putting the Customer at the Heart of Investment Decisions
In order to know which parts of the customer experience to invest in, companies must measure both customer actions and customer sentiments. Customer actions reveal the impact of marketing programs to influence consumer behavior; customer sentiments reveal the customer’s desire to stay engaged with the brand. But changes to tracking technologies are threatening multi-touch approaches for measuring impacts on customer action. And simplistic methods linking Net Promoter Scores to revenue projections have to be abandoned for more robust appreciations of customer sentiment. Learn about best practices to keep the customer at the heart of marketing investment and improving alignment of marketing programs with business objectives.
Tom Affinito – VP, Corporate Development, Kenshoo
André D’Abreu – Head of Marketing Intelligence, LATAM Airlines
Heitor Torres – Marketing Intelligence Manager, LATAM Airlines
Moderator: Fiona Blades – President & Chief Experience Officer, MESH
Access the LATAM Airlines presentation »
Operationalizing the Customer Experience: Role of CDP
The trend is undeniable: marketers want a unified, reliable view of their customers. Enter the customer database platform (CDP). Data is pulled from a variety of departments, including operations and customer support as well as marketing and sales. The result? A complete picture of each customer that enables the creation and execution of personalized customizer experiences. Is marketing nirvana finally here? Hear how companies are implementing CDPs and what they are learning in the process.
Martin Kihn – SVP, Product Strategy, Marketing Cloud, Salesforce
Adam Rodgers – General Manager NA, Ekimetrics
Moderator: Jane Clarke – CEO, Managing Director, CIMM
Access Salesforce presentation »
Access Ekimetrics presentation »