Having spent 13 years in B2B and B2C ecommerce with eBay and PayPal, Britta joined Australian tech start-up and ASX 200 Nearmap two years ago to build a Global Customer Experience Team and post-sale Customer Success program.

During this session she’ll share:

• How Customer Experience, Customer Success, and Customer Retention interlink
• How to create seamless experiences and delighting customers at every interaction while delivering on the brand promise post sale
• Why it’s important to understand customer needs, leverage customer insights, and create the right engagement for the right customer at the right time
• The role of data to support CX strategies as well as the challenge of data silos preventing a 360 degree view of the customer
• How to leverage NPS, CSAT and CES measurements to achieve a focus on customer-centricity internally
• The cultural aspects of CX change: how to influence departments and generating impact without direct authority

In 2016 US based CSC acquired Australia’s largest independent and publicly-owned IT services company UXC. UXC had overtime acquired 11 Australian IT brands with a combined 3000 customers in ANZ.
While Bernice was in the middle of integrating these 11 brands into CSC, 2 additional acquisition occurred plus CSC and HP merged and created the new Global brand “DXC Technology”.

Two years later DXC Technology is going through a re-brand again.
During this session Bernice will share her war stories and learnings from:

• Locally consolidated the 13 Australian brands into new DXC practices under a global Masterbrand whilst establishing a new brand in a mature and highly competitive market
• Balancing both local and global HQ brand expectations
• Building brand above sales activation
• The need for consistency, relevance and clarity of brand positioning and messaging
• Delivering a consistent and memorable brand experience across touchpoints

Achieving your business objectives through a CX strategy needs the right mix of capabilities, with technology playing an ever-increasing part. As our customers’ expectations continue to grow and technology advances such as AI become more prevalent, your company needs to be fighting-fit in order to evolve.

• Why it starts with creating a culture of change
• Closing the distance between your IT Team and your customers is vital
• What it truly means to be Agile and some simple practices which work in any business context
• Your transformation doesn’t have an end date… what does that mean for you?

Faced with ambitious ANZ growth targets, Li was tasked with driving awareness, demand-gen and credibility for NICE’s CXone platform.

In this case study, we’ll share the high-impact initiative, and how the marketing team was able to cut through the competitive clutter, achieve phenomenal awareness, drive customer engagement, and deliver sales opportunities.

During this practical session we’ll share:

• The creative-led campaign to cut through in a very noisy COVID-19 market
• How market and customer activation was the centre to extend media dollars and over-achieve on share of voice (SOV)
• The Full-funnel approach to drive TOF awareness and BOF conversion across multiple touchpoints
• Learnings and lessons in stakeholder management, alignment, and garnering support from siloed global teams

What does great customer experience look like?

In this session the panel we’ll discuss:

• Why CX is a struggle
• Building CX capability, structure and culture: the CMO’s role
• Advice for getting started with CX
• Who owns the customer when the Key Account Director leaves the organisation?
• Closing the CX gap
• The value of pain points and opportunity points
• Turning insights into programs that improve CX

Moderated by: Veronica Mikhail, Head of Marketing, JAPAC, Sitecore

Content Marketing as a Revenue Function

According to CMI, year after year, content marketers consistently cite measuring content effectiveness and showing ROI among their top challenges.

During this panel, B2B Content Marketers share the data and analytics they use to prove the effectiveness of their content efforts and how they’re proving content drives business and revenue

• What are the best metrics to report on for content and how they tell a story on what to improve
• Using content to progress conversations during long sales cycles
• Analysing content engagement to understand true buyer preferences
• Identify the right metrics to track in the buyer journey
• How to tangibly demonstrate value from your content programs
• Measurement models – The data that prove the effectiveness of your content efforts and ROI
• Budget allocation to content marketing

Moderated by: Janine Pares, Managing Director, Thinksmart Marketing

• Balancing long-term brand building activities and short-term demand generation.
• Building your “board-friendly” brand strategy – selling the concept of brand and its importance for revenue and growth.
• Measuring brand health, brand measurement tools and metrics.

Moderated by: Michael Levine, Head of Enterprise, LinkedIn Australia