The final Day of Modern Customer Experience has come to a close, but not without an energy all its own. On this day, the keynotes focused on what happens when customer experience works: customer advocacy.
“What are you going to do to turn them into raving fans?”- Carolyne Matseshe-CrawfordFirst, Shashi Seth sat down with the CEO of Duel, Paul Archer, who talked about how trying to break world records with his friends turned into a lesson in customer advocacy and brand loyalty. Archer literally drove a cab from London to Australia (and further) to break the record for the longest taxi ride (of course). Along the journey he picked up friends, fans and sponsorship, that inspired him to create a company that mobilizes customer loyalty as a marketing engine. “Our dream is to reframe the way the people think about their customer and for every CMO to create a customer advocacy budget in every brand,” says Archer with an infectious passion for marketing and customer advocacy.
Next, Oracle’s GVP of Customer Success, Catherine Blackmore, took to the stage to discuss the psychology of fandom and how that relates to customer advocacy. She brought up Fanatics’ VP of Fan Experience, Carolyne Matseshe-Crawford, who addressed how rethinking their brand and their customer experience has made fans out of fans. Since coming to the company in the summer of 2017, Matseshe-Crawford has driven a massive effort in creating brand loyalty and customer service that is something to talk about. “Fans are passionate about our brand, fans become a part of our team…what you going to do turn them in to raving fans?”
To close the final keynotes, journalist and author of How to Make a Spaceship: A Band of Renegades, an Epic Race, and the Birth of a Private Spaceflight, Julian Guthrie, took to the stage to share the story of a few men and women that laughed in the face of “impossible”. These brave trailblazers did “what you can’t” and built the first reusable rocket ship, pioneering the path to galactic tourism. Guthrie instilled a sense of possibility that marketers could take with them on the final day of Modern CX.
Final sessions
Oracle’s Austin Miller and Tony Castiglione hosted a B2C general session that focused on what AI technologies will allow marketers to master in this sector. “The goal at Oracle is to create data-driven, individualized CX,” said Castiglione, emphasizing that better data fuels improved CX in a cyclical manner. Ryan Deutsch from Oracle’s partner, Persado, discussed how his company is using machine learning to derive content that befits the individual customer. Deutsch then introduced, Justin Kurt and Sandra Taylor from Sears to chat about how they have implemented Oracle solutions at the company to activate “data-driven emotional responses”.
Back in the Smarter CX theater in the Exhibition Hall, influencer and self-proclaimed millennial, Brian Fanzo hosted a session that touched on the “Millennial Mindset” and how generational collaboration will pave the path to future success. “It is not about the year you were born, but your ability to embrace change,” says Fanzo. An apt way to end a conference that has whole-heartedly delved into the evolving role of the marketer in the age of technology and exponentially rising customer expectations.
We want to thank all the attendees, partners, sponsors, and Oracle employees who helped make this conference a #ModernCX to remember, we could not have done it without you. Can’t wait to see you all again next year!
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