75
%
OF DELEGATES WILL ATTEND 2016
CUSTOMER ENGAGEMENT SUMMIT 2015 THURSDAY, 26 NOVEMBER 2015 VICTORIA PARK PLAZA, LONDON
CustomerEngagementSummit.com
EVENT REPORT
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TUESDAY 8 TH NOVEMBER 2016 WESTMINSTER PARK PLAZA, LONDON
The inaugural 2016 Engage Awards takes will be held on the same day as our flagship Customer Engagement Summit, now in its 5th year and recognised as the largest and most prestigious customer and employee engagement event in Europe. Our aim is to quickly establish the Engage Awards to the same pre-eminent position. The Awards will showcase organisational excellence and also recognise individuals who have accomplished significant achievements within the customer and employee engagement market. The Engage Awards generates a great return for all entrants. Entering the Awards offers access to our respected judges, networking events and business leaders at the awards night, entry includes a complimentary seat at the ceremony. Our panel of impartial and highly recognised industry experts will judge this year’s inaugural Award categories which cover strategic areas of engagement capturing examples of excellence from organisations that are directly improving their customer and employee engagement strategies, improving retention, loyalty, productivity and bottom line performance. Good luck and we look forward to receiving your entry!
OVER
1/3 OF
CUSTOMER ENGAGEMENT SUMMIT DELEGATES ARE ENTERING THE ENGAGE AWARDS Engage Awards are organised by Engage Business Media Ltd. Engage Business Media, Nicholson House, 41 Thames Street, Weybridge, Surrey, KT13 8JG
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
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CustomerEngagementSummit.com
700
More than
people
(and a humanoid robot called pepper)
attend record breaking Customer Engagement Summit The Customer Engagement Summit cemented its status as Europe’s premier employee and customer engagement event when more than 700 people – and a humanoid robot called Pepper – attended the event in London. Leaders from many of the UK’s largest organisations attended the Summit, organised by Engage Business Media (EBM), where they heard more than 30 world class case study presentations involving organisations as diverse as Jaguar Land Rover, Amazon, Virgin Media, Unilever, Nationwide, Royal Yacht Britannia, HSBC, Facebook, John Lewis Partnership, Google, Lloyds, McDonald’s, NHS, News UK, Barclays, Travelodge and Mars. Pepper took centre stage during the Summit’s opening keynote presentation from BBC TV’s technology presenter Spencer Kelly where she (yes Pepper is a she) answered questions about working as a contact centre agent and was on hand for the rest of the day to meet attendees. Pepper was also interviewed by EBM’s editorial director Steve Hurst, who said afterwards: “Summit attendees were wowed when Pepper took the stage and was interviewed by Spencer Kelly. Research suggests that millions of UK jobs, many of them in customer service and including contact centres, will be taken over by robots such as Pepper over the coming years and her presence added another dimension to the event”
Pepper’s starring role was one of many highlights at the Summit held at The Park Plaza Victoria hotel on Thursday November 26, and hailed by delegates as the premier employee and customer engagement event of the year. These included a keynote presentation from Patrick Lewis, great grandson of John Lewis Partnership founder John Lewis, who revealed secrets behind the employee and customer engagement ethos at the organisation. Patrick Lewis is finance director at the partnership, and the only Lewis family member still working at the UK’s favourite retailer, which encompasses both John Lewis and Waitrose. Not resting on its laurels, EBM’s plans are already under way for next year’s Customer Engagement Summit, to be held on November 8th, 2016 in tandem with the launch of the inaugural Engage Awards – the first and only Awards programme dedicated to employee and customer engagement.
CONTACT DETAILS: Steve Hurst - Editorial Director steve.hurst@ebm.media T: 01932 506 304
James Hitchinson - Delegate Sales james.hitchinson@ebm.media T: 01932 506 305
Nick Rust - Sales Director nick.rust@ebm.media T: 01932 506 301
Claire O’Brien - Sponsorship Sales claire.obrien@ebm.media T: 01932 506 308
Katie Donaldson - Marketing Executive katie.donaldson@ebm.media T: 01932 506 302
Heather Baxter - Business Development heather.baxter@ebm.media T: 01932 506 304
Dan Keen - Delegate Sales dan.keen@ebm.media T: 01932 506 306
Fiona Forbes - Event Manager fiona.forbes@ebm.media
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
CUSTOMER ENGAGEMENT SUMMIT 2015 THURSDAY, 26 NOVEMBER 2015 VICTORIA PARK PLAZA, LONDON
2015 HIGHLIGHTS VIDEO
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MIKE HAVARD DIRECTOR, EMBER SERVICES
VIEW FROM THE CHAIR Yet again, I was delighted to have chaired this year’s Customer Engagement Summit – over 700 professionals in the room looking to learn, network and be inspired. And I suspect a few were just a little blown away with the innovations and ideas being presented, not least by the BBC’s Spencer Kelly and his ‘tech futures’ view on the service landscape, automation, drones and artificial intelligence. Fascinating stuff. It was stimulating, interesting and not a little unsettling to be close to the views and experiences of the speakers. Great content was the norm. The themes I noted as the day progressed included the following – some not necessarily rocket (or robot!) science, but often useful reminders for us practitioners in the industry: 1. Engaged employees perform better, and drive better outcomes for the organisation (3.4 times more than disengaged ones apparently) – and although this was a consistent powerful theme for the day, Mars and Travelodge were standout case studies for me. Travelodge were also strong in their belief that all change had to be customer driven; though when I challenged whether this might stifle latent opportunities and innovations that the
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
customer wasn’t perhaps aware of, they conceded that the idea was more about how you get the Board on board. 2. Engagement needn’t be expensive – just see what the NHS did with only £13,000. (I won’t mention the other £115 billion that they spend) to change staff perceptions in one of their underperforming Trusts to turn it around. 3. In working with customers and staff, powerful emotional and subconscious factors come into play and can work for or against you – knowing how people feel about your business can prove to be particularly useful when trying to get the Board to support your investment requirements. 4. Big, stable corporates are now threatened by agile, disruptive businesses – we see it with Uber in taxis, with Dollar Shave Club in shaving products – in fact, we see it everywhere. An interesting question raised was who the future prospective employee would rather work for? How do the big corporates compete for staff – assuming that it is not just robots that will be hired!
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VOICE OF THE CUSTOMER STREAM
93
%
THERE WAS, OF COURSE, LOTS OF DEBATE AND THINKING AROUND ‘WHERE NEXT?’ FOR THIS INDUSTRY
EXCELLENT/GOOD FEEDBACK
5. British Airways talked about breaking down silos in driving change – a constant agenda theme – and offered some useful, practical ideas for this. 6. Brighton & Hove Albion FC again had a brilliant story of their rise from despair to glory, and how important engagement had proved to be – across customers and staff– and how they lived by positive choices rather than values per se. Throughout the day, my own colleagues at Ember were conducting our annual ‘Investment Priorities’ survey for the forthcoming year, and it will be intriguing to see whether the delegate votes reflect the key themes of the Summit – whether there is a continued focus on staff, skills and engagement or whether the likes of omni-channel or analytics are taking the lion’s share of investment funding. Results will be shared soon.
BANK OF FACEBOOK? There was, of course, lots of debate and thinking around ‘where next?’ for this industry. How does social media change our agenda and what is the role and plans of the social
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
platforms? Will we soon see the Bank of Facebook? What is the future of payments in a Bitcoin and Blockchain world? Will the millennials be seeking the fame of Twitter or the anonymity of the DarkNet? What is the future of work when A.I. does what we do – but better? And what is life like when Google or Uber drive cars driverlessly better than we do? All have implications for the way value is created (or indeed destroyed) from the way we engage with customers. It was Stephen Hawking that suggested that A.I. is the biggest threat facing mankind. In our small way, at this Summit, we were very much at the heart of this debate and its implications. An impression I was left with at the end of the day, apart from the rather contented feeling of having a beer in my hand and the sound of the Choir with No Name #choirwithnoname, the event nominated charity for people affected by homelessness, was a thought I had started the event with and shared with the audience – that little moments can create big movements. Just think about the power of one (a person, an idea, an action)
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FINANCIAL SERVICES STREAM
93
%
EXCELLENT/GOOD FEEDBACK
I AM SURE YOU WILL HAVE GAINED SOME INSPIRING IDEAS AND INSIGHTS THROUGHOUT THE DAY THAT HAVE HELPED TO SHAPE YOUR OWN INVESTMENT PRIORITIES FOR 2016
and how this can drive huge change for good in a complex organisation, sector, industry or economy. The sentiment that Volume 48 and the Choir built on – with great power comes great responsibility – and called upon us all to to dig deep, support charity and get our employees engaged for good causes, whilst still also feeling good about the business.
EVERYTHING IS OK … UNTIL IT ISN’T And through the day my other opening thoughts kept coming back to me as I saw how organisations had or hadn’t dealt with challenge, change and adversity, but understood the engagement and customer experience imperative. As Laird Hamilton, the astounding big wave surfer, stated ‘Everything is OK… until it isn’t’. The stark warning in just these six words of the dangers of complacency, change, disruption and risk. And above all, Walt Disney’s mantra of ‘just give people such a great experience that they will come back. And bring their friends’.
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
Powerful thoughts for the customer engagement professional. I am sure you will have gained some inspiring ideas and insights throughout the day that have helped to shape your own investment priorities for 2016. I will be back next year, and I hope to see you there.
93
%
EXCELLENT/GOOD FEEDBACK
EMPLOYEE & CUSTOMER ENGAGEMENT STREAM (Customer Engagement Summit 2015 feedback survey)
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MARK HILLARY CEO, CARNABY CONTENT
MY CUSTOMER ENGAGEMENT SUMMIT EXPERIENCE I spoke about the future of the customer experience at the Engage Customer Summit last week. It was a real pleasure to be a part of the opening keynote session with Spencer Kelly from the BBC Click TV show ahead and Patrick Lewis, director of partnerships at John Lewis (notice the name), following my session. First, I made the point that even predicting five years ahead is tough. It doesn’t sound like a long time, but look back 5 years and the customer experience was very different. When I went to Google Trends recently and checked on ‘omnichannel’ as a search term in Google I found that nobody was looking for this before early 2012, yet today it’s one of the key issues everyone is focused on. As Spencer pointed out, there are many technologies changing the way that customers interact with brands. I listed several that I believe are starting to make an impact now and will develop further over the next few years:
71
%
OF DELEGATES THOUGHT THE
INFORMATION PROVIDED WAS EXTREMELY/VERY USEFUL (Customer Engagement Summit 2015 feedback survey)
Virtual reality; Facebook has invested in the Oculus Rift system so expect to see this technology becoming mainstream soon Augmented reality; Google Glass failed for aesthetic reasons – having a computer on your face doesn’t look good – so when Google improve the look for their device this will take off
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
Wearable technology; fitness monitors are advising people on their health today and eventually wearables will replace our phones
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“THERE WAS A GREAT VARIETY OF SPEAKERS AND TOPICS. IT WAS QUITE HARD TO CHOOSE WHICH ONES TO ATTEND. PLEASE DON'T THINK THAT'S A CRITICISM THOUGH - IT'S A TESTAMENT TO THE QUALITY OF THE AGENDA THAT THERE WAS NEVER A MOMENT WHEN I THOUGHT THERE'S NOTHING I WANT TO SEE.”
Internet of Things; imagine when you car can talk to the manufacturer, diagnose a problem, and fix it without you even being aware
82
%
Automation and Robots; Robotic Process Automation is growing fast and will be even better when self-learning systems can develop empathy
EXCELLENT/GOOD FEEDBACK
Location Awareness; retailers sending customers a token valid for one hour because they know the customer is near to a store sounded like science fiction until very recently
FUTURE OF WORK & EMPLOYEE ENGAGEMENT STREAM (Customer Engagement Summit 2015 feedback survey)
All this is happening right now, but as I stressed in my talk, I believe that to have an idea how customers may behave over the next few years it is important to think more abstractly about communications and not just focus on new technologies. I outlined three basic layers: CX issues; how can we use the voice channel better because it remains popular with customers? How can we improve omnichannel support? How is the customer journey evolving – how do they find my brand and stay with it? Corporate changes; all companies need to change their structure to become more customer-centric. Any customerfacing department or function needs to be coordinated with all others, so marketing needs to be working with customer service seamlessly. How can corporate structure be changed so customers really love the products you are creating because the service is so great? Societal changes; think how you engage with politicians today, how you find a new partner, how you find a new job, how you improve your education or source and curate the news. The way humans communicate has dramatically changed in the past 6-7 years and all customer interactions need to take this into account.
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
These three areas of thought are interconnected. You cannot plan a customer service strategy without first considering how your customers are behaving and communicating. How has their behaviour changed and which tools are facilitating this change? Communication and technological changes are moving fast. This makes CX an exciting place to be right now. With the customer experience now a number one priority in the boardroom it means that CX professionals have a bright future ahead. However, on the flip side, with change being so fast it can be easy to get your strategy wrong and there are no second chances now. If your customer service fails to support the business at a critical moment, it will be a highly visible failure. So by focusing on these three key areas, people, organisations, and CX tools and technologies, I believe it is possible to plan for the years ahead. Five years from now I believe that all those six technologies I mentioned at the start of this article will be commonplace. How commonplace and how they are deployed depends on how people behave and what they want from the customer experience.
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EVENT REPORT PLATINUM SPONSORS
Martina Knappe, Head EMEA Marketing T: + 44 1753 418 889 • M: +44 7773071901 • martina.knappe@inin.com
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EVENT REPORT GOLD SPONSORS eDigitalResearch, Vanbrugh House, Grange Drive, Hedge End, Hampshire, SO30 2AF +44 (0) 1489 772920 • +44 (0) 1489 772922 www.edigitalresearch.com
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EUROPE'S BIGGEST EMPLOYEE ENGAGEMENT EVENT The complete resource for leading edge thinking on the issues, challenges and opportunities relating to employee engagement and its impact on customer engagement, performance and proďŹ tability. The Summit highlights the cultural and commercial beneďŹ ts of organisations taking a holistic and joined-up view of their employee and customer engagement strategies. Bringing you a winning line up of case studies from leading industry brands, sharing the top tips for creating a successful strategy to increase competitive advantage, and providing you with ample networking opportunities throughout the day, the Employee Engagement Summit is the key event for your diary!
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CUSTOMER ENGAGEMENT SUMMIT 2016 T U E S D AY, 8 N O V E M B E R 2 0 1 6 WESTMINSTER PARK PLAZA, LONDON
The only joined-up customer experience event to drive successful customer and employee engagement strategies for organisations looking to improve customer retention, loyalty and business performance and proямБtability.
2016 EVENTS INCLUDE:
23
CUSTOMER ENGAGEMENT TRANSFORMATION DIRECTORS FORUM
21
CUSTOMER ENGAGEMENT IN FINANCE & RETAIL FORUM DIRECTORS FORUM
SEP 2016
FRIDAY 23RD SEPTEMBER 2016
11
FUTURE OF THE CONTACT CENTRE LEADERS FORUM
14
EMPLOYEE ENGAGEMENT SUMMIT 2016
03
INTERNAL COMMUNICATIONS DIRECTORS FORUM
12
VOICE OF THE CUSTOMER DIRECTORS FORUM
08
CUSTOMER ENGAGEMENT SUMMIT
23
CUSTOMER EXPERIENCE STRATEGY AND INNOVATION LEADERS FORUM
08
ENGAGE AWARDS
MAR 2016
APR 2016
MAY 2016
JUN 2016
FRIDAY 11TH MARCH 2016
THURSDAY 14TH APRIL 2016
THURSDAY 12TH MAY 2016
THURSDAY 23RD JUNE 2016
CUSTOMER ENGAGEMENT SUMMIT 2015 - EVENT REPORT
OCT 2016
NOV 2016
NOV 2016
NOV 2016
FRIDAY 21ST OCTOBER 2016
THURSDAY 3RD NOVEMBER 2016
TUESDAY 8TH NOVEMBER 2016
TUESDAY 8TH NOVEMBER 2016
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