Experience Design Invitational

March 2, 2017

Bin 36


March 2, 2017 / Day 1

5:45pm - 6:30pm

Registration & Opening Reception

6:30pm - 8:30pm Dinner & Roundtable Discussion

The ‘Big Bang’ – Expanding the Customer-Centric Universe

Dinner & Roundtable Discussion 

Meghan Curran
SVP, Marketing, Guest Experience & Sales
John G. Shedd Aquarium
Kristina O'Brien, CCXP
VP Cust. Exp. Design & Planning - Personal & Bus. Banking
BMO Harris Bank
John Armstrong
iX:Digital Strategy and Interactive, N.A. Leader, Global Business Services
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Today’s leaders know that seeing and managing the entire end-to-end customer journey can produce enormous rewards. However, additional touch points, increased complexity, the siloed nature of corporate functions and even the insular cultures within individual functions, move the perfect end-to-end customer journey farther away from reach. This private dinner experience opens the floor for Chief Marketing Officers, Chief Digital Officers and customer experience leaders to discuss the creation of cross-functional processes, teams, and cultures to help recreate and sustain excellent customer journeys.

Discussion Topic 1: Designing and Operationalizing Customer Experience

  1. Where are you (and your company) in the journey around customer experience? What kind of strategic priority is this for your company?
  2. What are the key technology factors driving your thinking and your strategy (social, mobile, cognitive/AI, IoT, location-based services, etc.)?
  3. How well do you feel you’re harnessing the variety of data sources available to create more personalized customer experiences?
  4. Are you performing the role of “change agent” for your organization, and what are your keys to success? Are the changes more cultural, operational, or skills-based?
  5. Do you have a specific strategy and plan to operationalize experience? Where are you seeing success in organizational structure or in working across silos?

Discussion Topic 2: The Future of Marketing in the Digital Age

  1. How are you building a strong, diverse workforce with a digital-first mindset?
  2. Where is the next wave of marketing talent originating (coming out of IT, marketing, design, new programs/backgrounds)?
  3. How are you ‘upscaling’ your teams to meet the growing digital needs of the organization?
  4. How are you ensuring that marketing is more agile, and what tools are you using to act responsively and quickly?