Conference Program

At Smart Customer Service 2019, you’ll hear the innovative approaches that the world’s leading organizations are deploying to manage customer interactions and maximize customer value. Designed for the executives, managers, and professionals who are managing and deploying customer service systems and strategies at all types of organizations, this year's program includes tracks on Smart Customer Service, Omni-Channel Customer Care, and Customer Service Leadership.

Advance Program [PDF]

Monday, Apr 29

Welcome & Opening Keynotes


Opening Keynote

Monday, April 29: 9:00 a.m. - 10:00 a.m.

Keynote will be announced soon. Check back for the latest details.


Keynote - sponsored by Zoho

Monday, April 29: 10:00 a.m. - 10:15 a.m.

Check back for the latest details.


Monday, Apr 29

Track A: Smart Customer Service


A101. People-Centric: 5 Case Studies in Digital Transformation

Monday, April 29: 10:30 a.m. - 11:15 a.m.

Learn how aligning Big Data, analytics, processes, collaboration, and culture will drive change—even transformation—in your organization. We go through the five rules for customer engagement and how leaders put them into action. Using insights from five case studies, we take a visionary look into the future of work and develop a practical guide for transformation. Attendees leave inspired, informed, and full of ideas to use to drive change at their organizations.


, Managing Partner, C5 Insight


A102. The Human Brand: A New Way to Measure Customer Experience & Its Financial Impact: A Case Study

Monday, April 29: 11:30 a.m. - 12:15 p.m.

Gathering customer experience (CX) data is relatively easy, but improving performance and impacting financial results is much harder. Unfortunately, traditional methods of CX measurement, such as Net Promoter Score benchmarking, CSAT tracking, or Customer Effort Scoring, don’t always provide a clear road map to improvement or a tangible connection to financial performance. Using a case study example, we demonstrate a completely new way to measure CX and its financial impact. Our example, a multinational supplies distributor, was able to achieve double-digit increases in customer satisfaction, loyalty, and likelihood to recommend, and the increases in these metrics, we show, were directly responsible for double digit increases in revenue. This distributor also gained a deeper understanding of customer needs and the ability to provide much more personalized communication and support. Join us and find out how they achieved all of these results.


, Managing Partner, Fidelum Partners


Keynote Lunch

Monday, April 29: 12:15 p.m. - 1:15 p.m.

Check back for the latest details.


A103. Take Charge: Confidence in Customer Service

Monday, April 29: 1:15 p.m. - 2:00 p.m.

What is good customer service and how do you achieve it? Join us in this interactive session as we define “good service” from your perspective and from the eyes of those you serve. Among the topics we explore are how to determine what your clients really want, and how you can deliver intentional customer experiences. We also examine customer service from a competitive perspective and look at tactical concerns, such as how word choice impacts an entire customer interaction as well as what steps to take to control challenging situations.


, Speaker, Trainer, and Coach, The John Maxwell Team


A104. Expert Perspectives

Monday, April 29: 2:15 p.m. - 3:00 p.m.

Learn more about the latest technological developments in customer service from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #SmartCS on Twitter for updates.


A105. Improving Customer Service by not Focusing on Customer Service

Monday, April 29: 3:15 p.m. - 4:00 p.m.

Do you want to improve your customer service culture, but you don’t know where to begin? Are you overwhelmed by road blocks such as budget constraints, changing technology, and a challenging workforce? You are not alone. Using real-world examples of organizations that have overcome these challenges, learn how to improve customer service by better supporting employees and creating reasons for them to be customer-focused. See how a full list of complaints turned into a new way to service customers. Attendees leave better equipped to make customer service better without even focusing on “customer service.” Enjoy an interactive session where you can share your frustrations and have active solutions presented to you.


, Senior Sales Manager, Greenleaf Hospitality


A106. Engage! A Tactical Approach to Quality Customer Service

Monday, April 29: 4:15 p.m. - 5:00 p.m.

Just talking about service is not enough. The differences between effective and ineffective service is a matter of sensitivity, sincerity, attitude, and human relations, all of which can be learned and effectively managed. Service is the real competitive edge—competing on the basis of product or price is no longer sufficient, so companies must differentiate themselves with excellent customer service. In this session, we show how to implement effective communication and engagement strategies to improve employee morale and confidence, leading to a positive impact on the customer experience.


, President, Gorveatte Consulting Inc.

Tuesday, Apr 30



Breakfast with the Influencers

Tuesday, April 30: 8:00 a.m. - 8:45 a.m.

Join us for an interactive chat with many of CRM’s leading influencers as we discuss issues ranging from technology trends to what’s really driving customers today. This is an excellent opportunity to hear from the people driving the industry in an uncensored, unfiltered format. All of your questions are fair game and will be answered to the best of our ability. Enjoy a light continental breakfast, good conversation, and networking with top leaders in the field. This is a truly unique opportunity and conference highlight.


, Partner, CRM Essentials


Keynote - Revitalizing the Brand/Customer Relationship Through AI

Tuesday, April 30: 9:00 a.m. - 10:00 a.m.

AI is a buzzword many have heard before—and while it has the power to change the world in many ways, one of the most near-term opportunities lies in how it is poised to revitalize the relationship between consumers and brands. Brand loyalty and customer satisfaction are directly tied to one thing—experience. Do customers go away from an engagement with a brand feeling happy? Satisfied? Or do they feel frustrated? The latest customer engagement technologies are using AI to make sure it’s more of the former—changing customer service to something people (and brands) love. This keynote explores how organizations can leverage AI to better understand their customers and build personalized experiences based on how individuals have engaged in the past and how enterprises can position themselves to roll out AI-powered customer engagement specific to their domain.


, EVP & General Manager, Nuance Communications


Tuesday, Apr 30

Track A: Omni-Channel Customer Care


A201. Are You Running Your Contact Center on Fake News?

Tuesday, April 30: 10:45 a.m. - 11:30 a.m.

The success of your contact center relies on effective data analysis, but your center is probably getting feeds from 10-plus data sources, often calculating similar metrics very differently. The output can be misleading and confusing. How can you tell fact from fiction? Join us in this session and learn how to separate the news from the noise and how you too can get to the information you need without a major technology investment. We share successes and failures using real-world case studies from companies that have already tackled these challenges, providing you with best practices to adopt in your own contact center.


, Business Consulting Analyst, Contact Centers, CDW


A202. Awesome Customer Service Lessons Using Social Media: A National Bank of Canada Case Study

Tuesday, April 30: 11:45 a.m. - 12:30 p.m.

Is customer service on social media a short-lived trend or is it here to stay? Join us in this session and learn from the successes and failures experienced by the National Bank of Canada and the tactics it has used in its social customer service efforts. In this overview of customer service on social media, we highlight some of the best examples and identify mistakes to be avoided, and we’ll also create a business case describing five value-added benefits from putting social support in the hands of your contact center team. Learn how to do customer support right using social media.


, VP, Development & Strategies, Services Triad

, Manager, Digital Customer Service, Banque Nationale du Canada


Keynote Lunch

Tuesday, April 30: 12:30 p.m. - 1:45 p.m.

Check back for the latest details.


A203. Transforming Your Call Center From a Customer Service Model Into a Customer Ascension Model (for Profit & Purpose)

Tuesday, April 30: 1:45 p.m. - 2:30 p.m.

Forward-thinking companies are radically reimagining how they leverage their call and customer service centers. Join us in this interactive session and learn how to transform your call center into a strategic brand asset in the value chain of your organization. Find out how to empower your customer service representatives to become brand ambassadors and trusted advisers who don’t want to leave their jobs. We discuss strategies to gain executive buy-in and build the consensus needed among management to drive this urgent change throughout your call center. Smart companies understand the imperative of turning their customer service operations into a profit center that helps achieve the company’s revenue goals. Join us, and learn how.


, CEO, Voice of Influence, LLC


Expert Perspectives

Tuesday, April 30: 2:45 p.m. - 3:30 p.m.

Learn more about the latest technological developments in customer service from leading-edge companies in Expert Perspectives sessions. The sessions are open to all full-conference attendees and Networking Pass holders. Check back for session details or follow #SmartCS on Twitter for updates.


A205. Community Care & Engagement— Connect, Feedback, and Interact: A Case Study

Tuesday, April 30: 4:15 p.m. - 5:00 p.m.

Join us in the case study session where we explore how AARP was able to significantly improve its social media outreach and engagement with members by providing a more empathic, intimate, and personal approach to responding to caregiving comments, rather than simple transactional exchanges. By developing a “refresher” training course for their agents, they were able to walk them through examples that encouraged better responses even though they deviated from standard message templates. Agents were taught to prioritize and acknowledge the member’s story first and then provide resources after that human connection was made. The result was a 177% improvement on AARP’s caregiving brand content metrics.


, Social Response Director, AARP


Wednesday, May 1

Track A: Customer Service Leadership


A301. How to Write Like a Human in an Age of Speed

Wednesday, May 1: 9:00 a.m. - 9:45 a.m.

Contact center agents are being pressured to respond faster than ever to customer email, chat, texts, and social media. Is this possible without sounding like a robot? Join us in this session to learn how to balance the demands of speed, automation, and humanity in your written communication. Explore the latest research on customers’ email response time expectations. We will break down the research by customer demographic and teach you how to use templates without sounding robotic and write better-than-average auto responses.


, Owner, E-WRITE

, President, Toister Performance Solutions, Inc.


A302. Purple Goldfish: Little Things Make the Biggest Difference

Wednesday, May 1: 10:00 a.m. - 10:45 a.m.

What are purple goldfish? Attend this session and find out how to differential your company by giving little unexpected extras where your customers appreciate it the most. We cover the 12 different types of purple goldfish (unexpected extras) that will help you improve customer experiences, increase customer loyalty and generate positive word of mouth and online reviews for your business. This session is for both senior management and frontline staff will leave with actionable ideas to deliver the little extras that customer’s value most.


, Author/Speaker, Purple Goldfish

Wednesday, May 1



Closing Keynote - Analytics: The Executive Briefing

Wednesday, May 1: 11:45 a.m. - 12:30 p.m.

Analytics initiatives are now among the highest priorities, according to CEO surveys. Organizations that fall behind are increasingly at risk of being disrupted by those that stay on top of emerging analytics technologies. But it can be difficult to wade through the hype to understand the strategic implications. This session delivers a jargon-free overview of the three categories of analytics. Using several case studies, we explore how global leaders are using analytics and provide simple steps for adopting more analytics-driven processes. Join us in this session and get a preview of customer analytics practices and capabilities that are shaping the workplaces of the future.


, Managing Partner, C5 Insight

Wednesday, May 1

Postconference Workshops


Planning for CRM Success

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

CRM is designed to help you manage your business ecosystem more strategically. But many companies struggle with CRM deployments. This is a non-technical session designed for business professionals on how to plan and implement CRM strategies. It is based on the integration of the best practices in business processes, people skills development, and technology. Attendees will learn how to improve the ROI on CRM investments by developing better planning and user adoption strategies.


Creating Customer Personas & Journey Maps

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

One of the top reasons that customer care processes fail is a lack of alignment with the customer’s preferred process, and a onesize- fits-all approach. Do you know your customers well enough to know how to design a process that delights them at every step of the process? Join your peers in this workshop as you learn how to understand customer personas and create journey maps to drive more effective customer service, including how to the following: Listen to your customers so they can tell you what their journey looks like; identify what customer personas look like and how they will affect your process and technology decisions; discover the starting point for persona definitions—and how to strategically expand from there; and define a journey map as the foundation of customer experience management processes.


Leveraging Best Practices and Technology Leadership in Digital Transformation to Shape and Enrich Digital Experiences Locally

Wednesday, May 1: 1:30 p.m. - 4:30 p.m.

Digital customers are disrupting established practices and processes internationally. Product and service leaders must understand, analyze, meet and exceed local requirements to enter and grow in their target markets. The digital age has set the stage to amplify local reach, relevant resonance and personal reaction. Whether you are in a globalizing startup or in a multinational organization you have to overcome challenges and seize opportunities to make the most of that borderless stage and deliver effective content and products while demonstrating much agility, velocity and customer centricity. More than ever there is no great local experience without global excellence. Digital customers are in the driver seat and know what they look for as well as where, when and how they want it. Therefore it is crucial to engage them linguistically, culturally and functionally before they switch to your competitors in one click or with one word.

Join this workshop to unleash the power of the fast track to create and increase digital globalization value. We will cover how to:

- Consider a robust framework to execute digital globalization plans end to end, maximize customer experiences and sustain value matching local customer journeys

- Build a roadmap to develop assets, showcase quick wins and deliver on your business objectives in a time and cost effective way across multiple markets

- Drive the transformation of digital content and product supply chains into experience value chains by optimizing creation, development, internationalization, translation, localization, testing, certification and personal customer experiences globally

- Benefit and profit from technology enablers that help you turn automated intelligence into intelligent automation and augment local customer reality, specifically within AI-driven ecosystems

- Capture and measure content effectiveness globally and locally through tangible performance indicators and data-driven operations

- Develop and elevate digital globalization in your organization as a global profit driver by establishing a collaborative business partnership model across teams, disciplines and functions

- Innovate with snackable content to boost micro experiences for international customers

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