Keynote: Delivering World-Class Service: Lessons From the Mouse

WELCOME & OPENING KEYNOTE – Monday 23 May 
09:00 – 10:00

World-class customer service is not simply a matter of smiling employees who say “please” and “thank you.” Everything your customer sees, hears, or touches impacts their experience. “Everything speaks.” This program highlights how delivering world-class service requires careful orchestration of the entire customer experience. Attendees will discover the key points of contact that make or break the customer experience; how to elevate the customer experience from ordinary to extraordinary; and customer service processes that make service excellence “business as usual.”

Presented by: Dennis Snow

A101: Planning for CRM Success

Track A: Sales Strategies – Monday 23 May 
10:15 – 11:00

CRM is the business philosophy that lets you know your customers better, share information more thoroughly, and interact more completely. In business, this can only be achieved through the integration of people, business processes, and the use of CRM technology. This nontechnical session shows you a step-by-step game plan on how to successfully implement CRM strategies, technologies, and processes into your business.

Presented by: Rick McCutcheon

B101: Laziness, Narcissism, and Other Politically Incorrect Considerations in Formulating Marketing Strategy

Track B: Marketing Strategies – Monday 23 May 
10:15 – 11:00

In a lively and entertaining presentation, get enlightened as to the ugly truths about human behavior that marketers can capitalize on to formulate better sales and marketing strategies. Research indicates that humans are “hard-coded” to be lazy. We integrate that insight with the mental efforts that humans use to process our messages. We identify some very insightful conclusions on how marketing (social media, sales, promotion, and advertising) must reformulate and reformat their marketing messages for optimal understanding and retention. Combine that with eye-opening discoveries by psychologists showing that social media is uncovering levels of narcissism never seen before, and we soon realize new opportunities in our strategy development.

Presented by: Robert Bergman

C101: Build Insight-Driven Customer Experiences

Track C: Management Strategies – Monday 23 May 
10:15 – 11:00

With advances in artificial intelligence, Internet of Things, block chain tech, and robotics, organizations have new tools to redesign their customer experiences. Driven by a data-to-decisions paradigm, insight economies emerge to help provide context, self-directed journeys, and intention-driven models. Learn what it takes to craft these new experiences and what leading organizations are preparing for in the years to come.

Presented by: R Ray Wang

A102: Social Selling: How Sales Organizations Become Digital

Track A: Sales Strategies – Monday 23 May 
11:15 – 12:00

Increasingly, buyers and influencers are turning to social media and digital communities to exchange ideas and become informed about products and services. To be relevant in this new digital paradigm, salespeople must go where the buyers are—moving forward in the purchasing process—and into social media. This requires a whole new set of skills and competencies from salespeople as they learn to establish reputations, build networks, engage with prospects and customers, and ultimately develop trusted relationships in social media. Learn how businesses are enabling social selling—leveraging new technologies, processes and controls, marketing capabilities, and sustained activation programs—to embed digital go-to-market strategies into the fabric of the sales organization.

Presented by: Chris Hergesell

B102: Mapping Personas in Your CRM System to Maximize Value

Track B: Marketing Strategies – Monday 23 May 
11:15 – 12:00

Defining and building personas are starting to have more of a presence in strategic marketing initiatives, and it’s only a matter of time before the practice becomes a mainstay. And it’s going to become increasingly important to integrate your persona mapping directly into your CRM system of record to gain the most effective results. This session presents a soup-to-nuts account of building effective personas and discusses the importance of successfully integrating them in your CRM system to see maximum results.

Presented by: Samantha Stone

C102: Implementing a CRM Program in the Federal Government

Track C: Management Strategies – Monday 23 May 
11:15 – 12:00

In April 2013, OCIO implemented a major technology reorganization, which enabled the group to provide more mission-oriented and value- added services, while strengthening its partnerships with staff in each office and region. The reorganization reflected OCIO’s need to understand and manage the full voice of the customer (VoC) to ensure that major areas of improvement were identified. To achieve this, OCIO formally implemented a CRM program to better understand its business needs and behaviors, and foster coordination and collaboration to define, understand, and satisfy customer requirements. Attend this session to learn how to establish a successful CRM program within the federal government and the particular challenges that might come up.

Presented by: Antony Calvo

A103: CRM’s Role in Enabling Sales Transformation

Track A: Sales Strategies – Monday 23 May 
13:15 – 14:00

The CSO Insights’ 2016 Sales Performance Optimization study found that 30% of the firms surveyed have implemented a sales enablement function within their company, with another 10% planning to do so in 2016. In benchmarking companies which have successfully done this, we have seen significant increases in sales performance, including 51% improvements in revenues per rep, margin increase of 29%, new sales rep ramp-up time decreases of 33%, overall sell-cycle decreases of 39%, and more. During this session, Jim Dickie shares five of these case studies and then provides the project road map companies are using to integrate technology, process, and knowledge to turn how they sell into a competitive advantage.

Presented by: Jim Dickie

B103: Understanding Intent Data

Track B: Marketing Strategies – Monday 23 May 
13:15 – 14:00

Not all lists of prospects are valuable. Some, like those focusing on intent data, can be more valuable than a list of leads created using traditional methods. This session provides marketers with the information needed to take advantage of intent data while avoiding the pitfalls created by overzealous vendors and their own wishful thinking. Topics covered in this session include sources of intent data for business and consumer marketers, successes and failures in applying intent data, ways to test intent data for practical value, and how to incorporate intent data into your customer data systems.

Presented by: David Raab