Breakout Sessions

Breakout Session #1A:
Mapping a New Frontier Version 2.0 : Taming the Wild West of CXJMs

It’s an understatement, but the last 18 months have seen such massive disruption that most journey maps are antiques reflecting a time that is almost unrecognizable. What’s more, the many different definitions and maps can add to the confusion, creating a wild west for CX. As we all explore this new direction, we will present a showcase of agency journey maps, talk about our fragmented CXJM lexicon, and discuss the impact journeys can have on brand strategy. This workshop will arm you with tools you need to navigate this new frontier of journey mapping, understanding your gaps and opportunities more deeply, how to prioritize initiatives, and guiding you through proven methods to create design solutions.

Kari Shimmel
Chief Strategy Officer, Campbell Ewald

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Breakout Session #2A :
CX is Growing Up: Michigan State University Creates The First Masters Degree Program for CX

Tom DeWitt, the director of Michigan State’s Masters of Science in Customer Experience Management (MS-CXM) degree program, the first in the country, will present how the program was designed with business leaders and marketing experts. He will walk through how CX is defined today and the essential skills that make up this new profession that now joins the core competencies of great brand building.

Tom DeWitt, PhD
Director, CXM@MSU

Aimee Lucas
Director, CX Center of Excellence, Qualtrics

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Breakout Session #1B:
Employer Branding: The Importance of Employee Experience Design

Have we moved from a period of activist shareholders to now include employee activists? Participate is a discussion with thought leaders in research and consulting on a deeper understanding of what people are searching for in their work lives, and the experience design solutions brands must consider to fulfill the brand promise to their employees. 

Dipanjan Chatterjee
Vice President and Principal Analyst, Forrester

Jake Herway
Partner, Gallup

Max Lenderman
CEO, Platinum Balloon

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Breakout Session #2B:

Your Highest Value Customers May Not Be Who You Think They Are!

Learn the principles of developing customer-in CX and brand building strategies that are grounded in holistic measurement. Discover how measuring effective customer experience can create valuable customer acquisition assets that last much longer than a typical ad campaign.

Unlock new strategic thinking by leveraging evolutions in measuring your brand, business, and customer experience principles.

Edgar & Anam from Avasta will share from a recent B2B2C client engagement on why averages are your enemy and why your highest value customers are frequently not evident on the surface. A significant portion of the workshop will be dedicated to understanding and applying these principles for yourself and your company immediately.

Grounded in the development of global customer and business measurement standards, Avasta enables B2B companies to identify their future highest value and most winnable customers.

Edgar Baum
CEO, Avasta Incorporated

Anam Hussain
Head of Strategy & Analytics, Avasta Incorporated

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