NOTE: Speakers and Agenda Not Yet Final

Day 1
FOCUS: Branded Customer Experience
Wednesday October 26, 2016, 1:00 – 5:00 p.m.

General Session Speakers

Carol Fink
Director of Executive Relations
Branding Your Customer Experience

Presentation Details

In a hyper competitive world, successful companies must ensure that there is a strong link between their brand and the customer experience. In this session, you’ll hear how Verizon is aligning its business around its brand principles of “Simply, Reliably and For Me”. The session will discuss how the company is reengineering processes, changing internal metrics and aligning business units to deliver a consistently great experience. Company description: Verizon is a global leader delivering innovative communications and technology solutions that improve the way our customers live, work and play. Ranked number 15 on the Fortune 500, Verizon has an annual revenue of $131.6 billion.

Michael Lenz
Global Director Customer Experience Design
Brand’s Superpowers in Your CX fight

Presentation Details

Michael has a healthy disregard for the impossible. The results he’s delivered are proof that combining system thinking, human-centered design and brand can make amazing things happen for your customer. His team isn’t just dreaming it, but doing it.

Matt Dixon
Group Leader
The Effortless Experience: Conquering the New Battleground for Customer Loyalty

Day 2
FOCUS: Digital Transformation of Service
Thursday October 27, 2016, 8:00 a.m. – 12:00 p.m.

General Session Speakers

Sastry Durvasula
Senior Vice President, Enterprise Information Management & Digital Partnerships
American Express
Digital Transformation @Amex

Presentation Details

Disruptive and innovative technology at American Express is redefining Card Membership for the modern era and driving the ongoing digital transformation of the company. Amex’s closed-loop network brings together millions of customers and merchants around the world, harnessing an incredible amount of data to create differentiated customer experiences and build brand loyalty. New digital capabilities are generating innovative real-time insights and recommendations, ground-breaking payment solutions, and personalized service opportunities that deliver relevance and value for customers and partners in the rapidly evolving digital space. Sastry Durvasula will discuss the art and science behind the digital transformation at Amex.

Patrice Eberline
Vice President of Global Customer Transformation
Field service undergoes a technology makeover – challenges and opportunities

Presentation Details

From IT to HR, technology has impacted just about every department within organizations in the last few decades. Now it’s service’s turn to finally get its due tech makeover. Disruptive technologies like IoT, the cloud, augmented reality and even drones are changing the service game to yield more productivity, happier customers and increasing revenue. Still, while these advances are enabling outcome-based business models, challenges abound that require thoughtful planning to reach those outcomes. When products are increasingly computerized versus mechanical in nature, this new reality demands a new type of service technician. And because digital transformation can also elevate technicians to prevent problems – not just fix them – companies must evolve their technician hiring profiles in tandem. Patrice Eberline, Vice President of Global Customer Transformation of ServiceMax, a leader in cloud-based field service management solutions, discusses the challenges and parallel opportunities that lie along the path to service’s digital transformation.

Irene Ng, Ph.D.
Professor of Marketing and Service Systems
Director of the International Institute for Product and Service Innovation at WMG
University of Warwick
Mastering Service for the Future of Things

Presentation Details

This keynote examines six key principles of physical products as we know them, and discusses how digitization and connectivity is changing the future of things. It looks into the future of things as a social-cyber-physical service platforms, and how boundaries of markets across physical, social and cyber spaces will be redrawn. There is a call for mastering service for the future of things, drawing from lessons that service research has taught us. The keynote also expands on how the role of consumers, in the form of their control of personal data and content, will transform all goods and services in a digital age.

Thursday Oct 27 Afternoon Breakout Sessions

1:00 p.m. – 2:15 p.m. and 2:30 p.m. – 3:45 p.m. (Each Breakout Session Will Run Twice)

Breakout Track 1 – Branded Customer Experience

Mary Jo Bitner, Ph.D.
Edward M. Carson Chair in Services Leadership
Co-Executive Director
Center for Services Leadership, W. P. Carey School of Business
Arizona State University
Authentically Branded Service Experiences

Presentation Details

In today’s competitive marketplace, more and more companies are seeking to engage with customers by creating authentic and memorable experiences for them. In this session we will look at the critical role of frontline contact employees in creating memorable service experiences that are consistent with the brand’s positioning. We will share research on employee authenticity and branded service encounters and their impact on customer satisfaction and loyalty intentions. Through an applied exercise, you will examine what authentically branded service might mean for your company and how you can effectively link your employees and your brand image to create positive outcomes for customers.


Nancy Gray, Ph.D.
Assistant Clinical Professor
W. P. Carey School of Business

Kristi Woolsey
Practice Lead, Creative Environments
MAYA Design
Environment and Behavior: The Power of a Branded Customer Experience

Breakout Track 2 – Digital Transformation of Service

Panel Presentation: Digital Transformation of Service


Ammar Rayes
ISSIP Founding President and Cisco Distinguished Engineer


Yassi Moghaddam
Executive Director of the International Society of Service Innovation Professionals


Haluk Demirkan
Professor of Service Innovation & Business Analytics
Milgard School of Business
University of Washington – Tacoma

Dennis Becker
Chief Executive Officer
Getting Personal with Millions of Customers – How to Create Personal Service at Scale

Presentation Details

Customers are demanding more timely, personalized service. They expect businesses to know their history, deliver in the moment, and anticipate their future needs. And if you can’t meet their expectations, they will find a company that can. Our session will explore how advances in machine learning are transforming businesses and enabling new levels of personalized services to millions of customers. Learn how artificial intelligence (AI) is predicting, influencing, and accelerating business and how the future of personalization will be enabled by machines.


William Van Epps
Executive Chairman

Breakout Track 3 – Growing the Service Business

James (Alex) Alexander
Alexander Consulting
Customer Success Management: The Marvelous Opportunity to Grow Your Services Business

Presentation Details

In this fast-paced, research-based, highly interactive session you will learn:

  • A clear definition of customer success and its impact on services growth.
  • The Brilliant Customer Success Performance Chain that leads to profitable growth, customer loyalty, and brand dominance.
  • Using the customer success hoopla to accelerate your services agenda.
  • Why no one has more impact on customer success (and your success) than your brilliant service professionals…no one.
  • Managing the meaningful metrics that matter most to growth.
  • 27 growth tips of top-performing services businesses.
  • Leveraging customer success to build your personal brand and notch up your notoriety.

Wolfgang Ulaga, Ph.D.
AT&T Professor of Services Leadership & Co-Executive Director
Center for Services Leadership, W. P. Carey School of Business
Arizona State University
Monetizing Data and Analytics for Service Innovation and Growth: Commercial Challenges and Best Practices


Ed Petrozelli
President and CEO

Day 2
Thursday October 27, 2016, 4:00 – 5:00 p.m.

Neal Petersen
Inspirational Speaker and Author, “Journey of the Hope Merchant”
There Are No Barriers – Only Solutions!

Presentation Details

South African-born, Neal Petersen is a world-class solo around-the-world racing yachtsman, global investor and award winning author of Journey of a Hope Merchant, an autobiography. Petersen has faced many challenges in life – childhood physical disability, economic hardship, prejudice during the harsh Apartheid era, and other insurmountable barriers and he always responded by turning them into opportunities ~ then solutions! His experience shows that imagination coupled with determination to achieve, can break through the toughest challenges. Neal completed the 1998-99 “Around Alone”, a 27,000 mile yacht race, 9 months at sea, around Cape Horn alone – and in the smallest yacht, he designed and built himself. In sharing his high-impact, unique and extraordinary adventure, Neal delivers a powerful message that There Are No Barriers – Only Solutions!

Day 3
FOCUS: Growing the Service Business
Friday October 28, 2016, 8:00 a.m. – 12:00 p.m.

General Session

Derek Phillips
Advisory Managed Services
Deloitte & Touche LLP
Transforming your Services Business for Growth

Thomas F. Flaherty, CFE
President and CEO
Agile Pursuits Franchising, Inc., a Procter & Gamble Company
The Rising Tide (Dry Cleaners): P&G’s Growing Franchise Services Business

Presentation Details

“P&G’s Growing Franchise Services Business” will be an engaging look behind the curtain at Procter & Gamble, the nearly $80 Billion, multi-national, consumer packaged goods company based in Cincinnati, Ohio that owns brands such as: Tide; Downy; Mr. Clean; Crest; Gillette; Febreze, Swiffer; Old Spice; and Pampers. This presentation will explore why P&G chose to get into franchising and service business, how it fits within P&G’s core competency of brand building and brand extensions, how the Tide Dry Cleaners brand was started and how a product brand can extend into an immersive customer experience. Tide Dry Cleaners now has over 40 locations across the U. S. and is on the grow!

Wolfgang Ulaga, Ph.D.
AT&T Professor of Services Leadership & Co-Executive Director
Center for Services Leadership, W. P. Carey School of Business
Arizona State University
Creating the WOW Experience: How Outstanding Service Companies Leverage Insights to Capture Untapped Value

Amir Hartman
Co-Author – “Competing for Customers”
Mainstay Company
Customer Success: Why Services Must Deliver Business Outcomes to Customers?

Presentation Details

“Customer focus” and “customer advocacy” are no longer enough. Today, customers can walk away from your products and services at a moment’s notice. There’s only one way to make sure that doesn’t happen: focus relentlessly on helping your customers achieve measurable business outcomes. Not just once. Not just before the sale. You need to support outcomes constantly, throughout your entire relationship—and make sure your customers know it. This doesn’t just happen. It requires a comprehensive, tested blueprint that integrates everything you do. Using examples from companies studies in his book “Competing for Customers” — Amir Hartman will identify the unifying principles and tactics of customer success delivery.