Category Archives: Track A

Keynote: Customer Engagement: Business Imperative

Keynote – Tuesday 25 April 
09:00 – 10:00

Customer engagement has been one of the top-of-mind initiatives at companies large and small for the last 3 years. Yet doing it right still remains something of a mystery to many institutions. Who is doing it right? What is “right” when it comes to doing it? Paul Greenberg outlines what it is, how it works, what to be thinking about, and who is doing it well.

Presented by: Paul Greenberg

A201: Using Customer Engagement to Create Loyalty

Track A: Creating Sustainable Growth – Tuesday 25 April 
10:45 – 11:30

As organizations begin pursuing customer engagement-focused strategies, many others still wonder whether customer engagement really matters and struggle to find ways to engage more customers. This session shines a spotlight on customer engagement, providing clarity on the topic and specific recommendations to maximize engagement-related efforts. It discusses how to successfully engage customers from the perspective of a marketing practitioner, drawing on many real-world examples from the Marriott Rewards program.

Presented by: Rich Toohey

A202: Credible Growth: Using CRM Practices to Manage Long-Term Growth

Track A: Creating Sustainable Growth – Tuesday 25 April 
11:45 – 12:30

CRM typically focuses on the shorter-term sales pipeline that moves well-defined opportunities through the funnel. As a product leadership company, much of Gore’s long-term growth depends on new product development initiatives that could require years to reach technical feasibility, validate market acceptance, and commercialize. This case study shares how Gore has used CRM tools and practices to support R&D, business, and finance users to collaborate, evaluate, and document product development and track new projects from concept to pipeline to actual revenue growth. At Gore, CRM has become a key data source for strategic planning and portfolio management, and it can be the same at your company.

Presented by: Stephen French

Keynote Lunch – From IVR to IoT: Digital Transformation in the Real World

Track A: Creating Sustainable Growth – Tuesday 25 April 
12:45 – 13:45

Does it seem like all the businesses around you are hurtling toward digital transformation at warp speed, while you’re still trying to figure out where to begin? Don’t worry; you’re not alone! This presentation provided fresh insights into a more holistic (and more human) approach to digital transformation—an approach that has the potential to change your customers’ lives, not just your technologies.

Presented by: Allyson Boudousquie

A203: AI’s Role in Shaping Modern Customer Engagement: Experts Weigh In

Track A: Creating Sustainable Growth – Tuesday 25 April 
13:45 – 14:30

There’s no denying the interest and attention artificial intelligence (AI) has today in the enterprise. But how should your organization leverage the power of AI to improve the way it interacts with customers across all phases of the customer lifecycle? This panel brings together top executives representing some of the leading vendors in the CRM industry to discuss many important topics surrounding AI and how it will change customer engagement in the enterprise, including:

  • What’s driving the push for AI 
  • The different areas of AI (machine learning, deep learning, etc) and the roles they play in customer engagement strategy and implementation 
  • How AI is changing traditional aspects of CRM/customer engagement 
  • How AI is effecting CRM platform development and infrastructure 
  • How AI is impacting the adoption of new tech initiatives, including chatbots, digital assistants and IoT 
  • What organizations need to do to find success with AI from a customer engagement perspective

Presented by: Brent Leary, Volker Hildebrand, Melissa Boxer, Param Kahlon, Michael Wu, Marco Casalaina

Solution Sessions

Track A: Creating Sustainable Growth – Tuesday 25 April 
14:45 – 15:30

Open to all conference attendees and Discovery Pass holders, solution sessions are presented by conference sponsors. The sessions are educational, and the presentations typically focus on solving real-world problems using case study examples, with a question- and-answer period that follows. Details will be posted shortly so check back soon, or follow us on Twitter at #CRMevolution.

The Digital Imperative – The Future of the Digital Economy

The digital economy completely changes how we engage customers. Success hinges around the human element and how you connect – transforming how people collaborate. Attend this session to learn strategies on how to engage with this new breed of digital customers and how to market, sell, and deliver great customer service in an omni-channel world.

Presented by: Anthony Leaper, Volker Hildebrand

A204: ROI From CRM: Road Map for Success

Track A: Creating Sustainable Growth – Tuesday 25 April 
16:15 – 17:15

Brian Gardner, author of ROI From CRM: It’s About Sales Process, Not Just Technology, challenges conventional thinking on CRM with this practical, real-world session on getting ROI from CRM. Is it possible to reap a return on your investment in CRM? Yes, but the key is focusing on your team’s processes—not the technology itself. Gardner talks about the importance of starting small with his Start Slow and Grow philosophy, helping to ensure buy-in at all levels of an organization. Attendees also learn about his simple yet effective five-step CRM Audit and hear real-life examples of companies that have taken this approach. Whether you are starting from scratch or already have CRM in place, his system can identify which processes to focus on first, as well as what it will take to get it all done. The final step of his CRM Audit is a road map to help you target areas of your business that will provide the greatest ROI in both the short and long term.

Presented by: Brian Gardner