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Fall 2019 CXM Best Practices Symposium

October 30, 2019

Program Agenda

Designing the Customer Experience & Customer Feedback and Continuous Improvement

Kellogg Center, East Lansing, Michigan


Gartner has identified “10 Habits of Customer-Centric Organizations”. From ‘Continuously Listening to Customers’ to ‘Adapting to Customer Needs and Demands in Real-Time at least six of the 10 habits can be linked to two critical components of the customer experience management process: Designing the Customer Experience and Customer Feedback and Continuous Improvement

With the topics Designing the Customer Experience and Customer Feedback and Continuous Improvement at the forefront, the Fall 2019 CXM Best Practices Symposium provides participants with opportunities to Learn, Share, and Grow through a program featuring an inspiring keynote speaker, breakout session presentations, and a panel discussion.


Keynote Speaker: Andrea Brimmer – CMO – Ally Financial

The Importance of Being Brave


Referred to as the “Chief Disruption Officer” of Ally Financial, where she serves as the chief marketing and public relations officer, Andrea is an industry thought leader, winning the Financial Communication Society’s Marketer of the Year award last year and named to the Forbes list of the 50 Most Influential CMOs. “The best brands in the world do a phenomenal job of keeping consumers engaged in ways that are fun but also useful,” Brimmer says. “We have to remember that consumers react with emotion. They react with their gut. They react as people, not robots,” Brimmer asserts. “Disruptive techniques break through the clutter and appeal to people with their hearts. That allows you to punch above your weight.”



Breakout Session Presentations

Customer Experience Design

Session Descriptions

  • Darren Hood (Senior User Experience Designer) – United Wholesale Mortgage
    Microexperience Awareness – Going Beyond the Touchpoint

  • Michelle Kaptur (Manager – Global Customer Experience Strategy) and Laura Marie Casey  (Assistant Manager – Global Customer Experience Strategy) – General Motors
    Blueprints Aren’t just for Building Houses

  • Scott Watkins (Business Intelligence Executive) – Michigan Virtual
    Design Sprints – A Means for Quickly Exploring Problems and Developing Solutions
  • Jeremy Franklin – VMLY&R (Director – Strategy & Insights) – VMLY&R and Jason Sprawka (Director, US Customer Experience) – Ford
    Where Does One Start When Designing a Customer Experience?
  • Bob Kiple (Global Customer Experience Strategy and Innovation – Retired) – General Motors
    How to Avoid Getting Overcome by the Complexity of CX
  • Rebecca Selesky (Interim Director) – MSU Culinary Services
    MSU’s Extreme Makeover: The Design of a Customer-Centeric Dining Experience
  • Sean Claessen (Chief Strategy Officer) and Kay Van Slooten (Customer Experience Strategy Director) – Bond Brand Loyalty
    Building Wicked Customer Experiences and the Moments that Matter the Most
  • Michael Baskin (Principle) – ONESPARK Experience Design
    Inside Out CX Innovation: Engaging the Organization in Defining and Designing Customer-Centric Solutions

Customer Feedback and Continuous Improvement

Session Descriptions

  • Nancy Flowers (Vice President – Member Experience) – Hagerty
    Measuring the Moments that Matter

  • Jill Katic (Senior Director – Continuous Improvement) – Barton Malow
    Developing a Framework for Continuous Improvement 

  • Jeremy Burek (Director – Customer and Partner Care Operations) – Starbucks
    Starbucks Social Care Team – Scrubbing Social Media and Providing Solutions

  • Xavier Quenaudon  (Senior Vice President) – Burke, Inc.
    Designing a Holistic CX Management Program

  • Michael Allenson (Co-Founder) – Xpedition
    Addressing the Root Causes of Why Customer Experience is Not Improving 

  • John Joba (Analytics Translator) and David Robbins (Account Strategist) – Gongos, Inc.
    Good, Better, and Best: Three Ways to Calculate the ROI of CX Initiatives
  • Rogerio Monteiro (Global Chief Client Officer) – Worthix
    Understanding Decision Drivers Beyond CSAT and NPS

Engaging the Customer

Session Descriptions

  • Josh Stauffer (CEO and President) – Blue Flame Thinking
    Get Scrappy: Start Measuring Customer LTV with Digital


Panel Discussion

Designing the Customer Experience: Aligning CX and UX

  • Aleks Niestroj (Executive Director – Experience Strategy and Insights) – VMLY&R
  • Darren Hood (Senior User Experience Designer) – United Wholesale Mortgage
  • Josh Stauffer (CEO and President) – Blue Flame Thinking
  • Katherine Ephlin (COO) – Gongos, Inc
  • Laurel Stanley (Global Manager of User Experience) – Steelcase
  • Andrea (Dre) Wallace (Innovation Portfolio Manager) – Emergent Holdings


October 30, 2019
Event Categories:


Tom DeWitt


Kellogg Hotel & Conference Center
219 S Harrison Rd
East Lansing, MI 48824 United States
(517) 432-4000