Anna is an established customer experience and marketing professional with a proven track record of delivering excellent commercial performance over the 20 years of my career.
I started my career in marketing, planning and driving growth for large corporate organisations across industries such as health insurance, the motor trade, pharmacy and IT. Over the years my passion for marketing sparked an interest in customer behaviour and 6 years ago I moved into the Customer Experience profession.
I now head up the Customer Experience function at Bupa Insurance, aiming to be the world’s most customer centric healthcare organisation.
All helping to achieve our purpose of helping people live longer, healthier and happier lives and making a better world.
Agenda
Featuring six specialised topic stages and a main stage, with the latest AV technology bringing case study presentations to life
2000+ ATTENDEES
250+ PRESENTERS
1 Day
ROUNDTABLES
Filter
Stage
Session Format
Thursday 09 October 2025
09:00 - 09:05
Main Stage
Chair's Opening Remarks
Introduction
Welcome to the Main Stage, hosted by Martin Hill-Wilson, founder of Brainfood Consulting and a pioneering thought leader in customer engagement strategy. Drawing on decades of experience mentoring senior leaders, Martin will set the scene for a day focused on the future of customer and employee engagement - exploring how organisations can blend innovative strategy, advanced technology, and emotive leadership to build customer-first cultures and deliver sustainable growth. Expect forward-thinking ideas, inspiring stories, and practical takeaways, as Martin guides us through what’s next for customer engagement in an era defined by both digital transformation and the enduring power of human connection.
Speaker:
Martin Hill-Wilson
Brainfood Training
Co-Founder
Martin Hill-Wilson is a long-standing member of the Customer Engagement community. Over his career, he has launched a series of change initiatives using the dynamic of action-based learning – most recently AI for Non Technical Minds. All are designed to disrupt and reset the ‘art of the possible’ using new operating models re-imagined through foundation user education.
09:05 - 09:25
Main Stage
Research Reveal: The Total Experience: Your Brand, Their Journey
Presentation
Forrester’s latest global survey reveals that enhancing customer engagement, achieving growth, and strengthening brand are now the top business imperatives - yet their true power is only demonstrated when pursued together. In this session, Thomas shares Forrester's insights showing that close alignment between brand experience (BX) and customer experience (CX) yields up to 3.5x greater revenue impact.
Discover how leading companies are moving beyond siloed initiatives to adopt a “total experience” mindset - one that is consistent, additive, and anticipatory at every touchpoint. Gain strategic guidance on how to break down organisational barriers, deliver on your promises, and create unified experiences that not only acquire customers but earn lasting loyalty and drive sustained growth.
Speaker:
Thomas Husson
Forrester
VP, Principal Analyst
Thomas is a vice president and principal analyst serving chief marketing officers. Thomas helps firms reduce the gap between brand, customer, and employee experiences. His research covers the disruptive role of culture, consumer behaviours, and technology — especially AI — in digital and sustainable transformations.
Thomas has spoken at numerous events around the world, including Mobile World Congress, DMEXCO, WebSummit, and VivaTech, and he is regularly quoted in leading media outlets, such as The New York Times, The Wall Street Journal, Reuters, Les Echos, and Le Monde.
He has worked with clients from nearly every industry — including consumer goods, luxury, travel, retail, and financial services — to advise and guide the development of their marketing, CX, digital, and sustainable strategies.
09:25 - 09:45
Main Stage
If AI Owns the Experience, How Will Customers Experience You?
Presentation
We are entering the era of machine customers - intelligent AI agents acting on behalf of people, making decisions, requesting support, and shaping brand interactions. In this world, websites and apps are no longer the gateway to customer experience, conversations are.
This keynote explores how Agentic AI is reshaping consumer behaviour across both service and marketing, moving interactions from clicks to dialogue, from screens to intents. We'll show why brands that fail to adapt risk being intermediated, commoditised, and ultimately chosen by AI - not by customers.
But there is a path forward.
You’ll learn how the best brands are building AI-ready foundations by:
Listening deeply across channels and journeys
Creating unified, real-time understanding of every customer
Enabling AI and humans to work together seamlessly
Activating the AI flywheel: data → insight → experience
And you’ll see why Sprinklr’s unified platform uniquely equips brands to thrive in this new era by bridging marketing, service, and AI through a single, customer-centric lens.
Speakers:
Sean Brownell
Sprinklr
Principal Solution Consultant
Richard Wall
Sprinklr
UKI Solutions Director
09:45 - 10:05
Main Stage
Leading Customer-Centric Transformation: From Vision to Sustainable Impact
Panel Discussion
Embedding customer-centricity at scale is one of the most complex, and critical, challenges facing leadership teams today. It requires more than a new strategy or set of KPIs; it calls for deep cultural change, cross-functional alignment, and long-term commitment from the top. This session brings together senior leaders to explore how to start, scale, and sustain transformation that puts the customer at the heart of every decision.
What to expect:
- Where to begin: strategy, structure or culture?
- How to create a culture where customer experience is everyone’s responsibility
- Measuring impact beyond traditional satisfaction metrics
- Ensuring customer-centricity remains a strategic priority, not just a passing initiative
Speakers:
Ellie Bateman
Centrica
Chief of Staff, CCO
A mother of two, a dreamer, a coach, a mentor and passionate about how humans work and helping people achieve their dreams, whatever they may be!
Naomi Sweeting
Places for People
Director of Customer Research & Insight
She has worked across the public and private sector including positions at Lloyds Banking Group, Central Office of Information, The Research Factor and The University of the West of England.
Naomi is currently Director of Customer Research & Insight at Places for People, and has held previous senior roles at Grand Union Housing Group and Alliance Homes.
Naomi is passionate about understanding customers’ needs and evidencing the importance of inclusion in driving operational efficiency and customer experience.
The award-winning psychographic segmentation Naomi has developed has now been delivered for 14 housing organisations.
Steve Bell
Verint
VP, EMEA Solutions Consulting
I have 30 years of experience within the Contact Centre and Customer Engagement industry, holding multiple Solutions Consulting Management roles with a range of Contact Centre solution providers globally. This has given me a broad view of our industry that is invaluable as I regularly deliver speaking engagements at both industry and Verint events.
10:05 - 10:45
Main Stage
Coffee & Networking
Break
10:45 - 11:05
Main Stage
The UK CX report 2025: Navigating Trust, Digital Transformation and Generational Divides
Presentation
Ipsos in partnership with Engage Business Media are delighted to share crucial insights into the evolving customer experience landscape. The 2025 nationally representative study explores…
Customer Choice in a Digital-First World
The Role of AI in Shaping CX - Expectations vs. Reality
Building and Maintaining Trust in the Digital Age
Generational Perspectives on CX
Join Jamie Thorpe - CXO & UK Service Line Leader and Jean-Francois Damais - Global Chief Research Officer, as they test hypotheses and uncover actionable insights to help you craft winning, trust-building customer experiences that resonate across digital and traditional channels and diverse customer segments.
The CX Survey 2025 will arm you with the data and understanding needed to compete and build loyalty in a digital-first world.
Speakers:
Jamie Thorpe
Ipsos
Chief Experience Officer
Jean-Francois Damais
Ipsos
Global Chief Research Officer, Customer Experience
11:25 - 11:45
Main Stage
Driving Digital Customer Engagement: Real-World Personalisation That Works
Panel Discussion
AI is redefining what’s possible in customer engagement, enabling personalisation that’s faster, smarter, and more relevant than ever before. But real transformation goes beyond tools and platforms. It requires a clear strategy, a human-centred approach, and a culture that embraces experimentation. This session brings together senior leaders to share how they’re using AI to drive meaningful customer connections, while navigating the practical and ethical challenges that come with it.
What to expect:
- Where AI is having the greatest impact on customer engagement
- How to balance automation with authenticity and trust
- Practical lessons from scaling AI-led personalisation across the organisation
- How leadership teams can guide AI adoption with purpose and responsibility
Speakers:
Jenny Armstrong
Diageo
Global Connected Consumer Engagement Lead
Anna Cook
Sky
Managing Director - Customer Service
A passionate customer champion and people leader, focused on transforming customer experiences using data, technology and brilliant people, driving value for Sky. Responsible for a large, complex customer service organisation, with teams that span in-home engineers, contact centres, CX experts and agile tech teams, Anna has been modernising customer experience across channels and spearheading the adoption of Gen AI to make things easier for everyone
Key achievements over the past few years have been:
•Delivering best-in-industry customer service with the lowest Ofcom complaints per customer
•Growing new digital services and channels that help customers 24/7 - from live chat to automated services checker
•Designing & executing partnership with Openreach to install FTTP in customers’ homes with industry beating NPS
•Obsessing about friction, reducing errors and driving up reliability to improve customer resolution and reduce wasted costs
•Improving customer experience, via market leading NPS scores (+60)
•Best in class People Engagement scores (80+) delivered via new people initiatives such as CX Circles, D&I focus, leadership model and engagement
•Built innovative, new contact centre structure, using Families (vs hierarchical rations) and introducing agile to build a continuous learning and “speedy feedback” culture
•Sponsored and championed the pioneering development of Time to Care volunteering programme. To date it has delivered over 100k weekly friendship conversations and 70k hours of community volunteering to 40 charities UK wide.
Prior to this role, Anna was Group Director of Internal Comms sitting on the UK Management Team at a time when Sky became a European business. Beyond Sky, worked for Emap Plc (Publishing) and Sage Software in marcomms, sponsorship, brand, CSR, development and HR roles
Anna is passionately from Yorkshire, but lives by the sea in Tynemouth near Newcastle, has a 12-year-old son (the love of her life!), and loves to be outside. A passionate walker, on/off runner, gym-goer and rugby-mum. Also, a voracious book reader and traveller.
11:50 - 12:10
Main Stage
Building Britain’s Most Recommended Bank: In Conversation with Claire Braines, Executive Director – Head of Banking Operations, JPMorgan Chase & Co.
Interview
Join us for a candid interview with Claire Braines, the driving force behind Chase’s rapid rise in the UK banking sector. As Executive Director and Head of Banking Operations, Claire has overseen the bank’s journey from its UK launch to becoming Britain’s most recommended current account provider. She’ll reveal what it took to set up operations from scratch, the strategies for delivering industry-leading customer satisfaction, and how an unwavering focus on customer experience, digital innovation, and culture has made Chase UK a challenger and a leader. Discover practical leadership insights, stories of transformation, and future ambitions from one of the sector’s top operations executives.
Speaker:
Claire Braines
JPMorgan Chase & Co
Executive Director - Head of Banking Operations
12:10 - 12:30
Main Stage
The Missing Link: How Voice AI is Redefining Customer Connection
Presentation
Discover how brands are using Voice AI to create more human, emotionally engaging customer experiences. Through real-world examples, we'll explore how voice is helping companies engage, delight, and learn from their customers in entirely new ways.
Speaker:
Hugo Rayne
GM, Europe
ElevenLabs
12:30 - 12:50
Main Stage
Transforming Customer Contact for the Demands of Tomorrow
Panel Discussion
Customer contact is no longer just a support function – it is a powerful engine for brand loyalty, insight and growth. As expectations rise and channels multiply, organisations must rethink the role of contact teams, ensuring they are fully aligned with wider CX and business strategy. This session explores how leading organisations are reimagining contact operations for the future – building flexibility, empowering frontline teams, and positioning the contact centre at the heart of the customer journey.
What to expect:
- How to align contact strategy with broader customer and business goals
- The evolving role of the contact centre in shaping customer experience
- Building resilience and agility into contact operations
- Supporting frontline teams to deliver empathetic, high-impact interactions
Speakers:
Andrew Pattie
Sprinklr
CX Solutions Director UKI & South Europe
Paul Pugal
FedEx
MD Customer Experience UK & Ireland
Paul Pugal is a highly accomplished director with extensive experience in operations, strategy, and change management across the financial services, media, and logistics industries. He is recognized for his ability to transform complex data into effective strategies that boost profitability and customer value. In his current position as Managing Director of Customer Experience at FedEx, he has successfully merged four business units, significantly digitized customer contact, and reduced phone inquiries by 400,000, achievements that earned him the prestigious FedEx 5 Star award.
Prior to his role at FedEx, Paul demonstrated his transformative leadership as COO of MyPolicy Ltd, where he overhauled a struggling operation by drastically cutting call wait times, reducing operating costs by 15%, and saving over £1.2 million annually through contract negotiations. His tenure as Customer Services Director at Autotrader was also marked by success, where he achieved a "9 out of 10" customer recommendation rate and significantly reduced credit losses. Paul's expertise is further solidified by his Master of Science in Statistics and Information Technology.
12:50 - 14:05
Main Stage
Lunch & Networking
Break
14:05 - 14:25
Main Stage
RS Group Case Study: Making Seamless, Seem More
Case Study
Hear from Nicki Young, Group Chief Customer Officer at RS Group, as he reveals how data sits at the core of delivering a unified customer experience to more than 1 million customers across 36 markets worldwide. Nicki will share how RS Group harnesses the power of a cutting-edge customer data platform for scalable customer activation, their unique ‘customer mastery’ approach, and how AI-driven insights are transforming the way they engage and serve their audience. This session offers practical tactics and strategic vision for leaders looking to embed data and AI into the fabric of their customer engagement strategies.
Speaker:
Nicki Young
RS Group
Chief Customer Officer
Under his leadership, RS Group has seen digital revenues grow from £700 million to over £1.8 billion—now accounting for 60% of the company’s total revenue.
As President of Okdo, Nicki helped scale the business to ~£100m with double digit operating profit within three years and secured strategic partnerships with major technology brands, including Nvidia, one of the largest AI company world. Prior to joining RS Group, Nicki was instrumental in launching BT Sport and revitalising BT’s handset strategy.
14:45 - 15:05
Main Stage
From Data to Action: Building a Truly Insight-Led Customer Strategy
Panel Discussion
Data has never been more abundant – but turning it into meaningful insight and action remains a major challenge. To deliver personalised, timely and effective customer experiences, organisations must not only unify their data, but also build a culture where insight informs decisions at every level. This session explores how senior leaders are creating integrated, insight-led strategies that put the customer at the heart of business transformation.
What to expect:
- How to use data and insight to drive personalised and relevant engagement
- The cultural shift required to become a data-driven organisation
- Overcoming the challenges of unifying customer data across siloes
- What an insight-led strategy looks like – and how to build one that delivers value
Speakers:
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Anna Wilcox
Bupa
Head of Customer Experience
Van Valdez
Financial Conduct Authority
Insight & Evaluation Lead
15:10 - 15:30
Main Stage
IKEA Case Study: Can We Fall in Love with a Brand? How AI is Rewriting Loyalty and Emotion
Case Study
AI is changing how brands connect with people—not just selling, but feeling. This talk explores emotional loyalty, intimacy, and the ethical line between personalization and manipulation. Inspired by HER, it’s a provocative look at AI-powered brand love.
Speaker:
Martin Villanueva
IKEA
Global Customer Engagement Lead
15:30 - 15:50
Main Stage
Clarity Environmental Case Study: Developing a “Forever Client” Strategy
Case Study
Natalie shares her story on how Clarity Environmental developed a futuristic “forever client” strategy achieving 99.6% client retention in a highly competitive landscape, whilst also achieving rapid growth in customer acquisition. This enabled Clarity to be named in the FEBE growth 100 list two years running and winning the prestigious Engage Award for
The Best Customer Service Team.
Throughout her story and case study, Natalie will share the 5 market leading customer engagement principles for achieving award winning customer service.
Speaker:
Natalie Rea
Clarity Environmental
Chief Executive Officer
Natalie is CEO of Clarity Environmental, a well established and rapidly growing business providing award winning customer service. Named in the FEBE growth 100 list 2 years in a row, an annual ranking highlighting the 100 fastest growing founder led and privately owned businesses in the UK, Clarity Environmental celebrates an enviable 99.6% customer retention within a highly competitive sector. The Clarity team are proud winners of one of the most highly entered and prestigious award categories, securing the award for The Best Customer Service Team at the Engage Awards 2024.
Natalie brings her wealth of experience in leadership, customer engagement and employee engagement to share the fundamental and futuristic principles of transforming past approaches to customer engagement into meaningful, purposeful and pioneering solutions.
Learn from the Clarity journey and how revolutionary talent development shapes market leading customer engagement.
15:50 - 16:10
Main Stage
Redefining Loyalty: Creating Lasting Connections in a Changing Customer Landscape
Panel Discussion
Customer loyalty is no longer just about repeat purchases or rewards programmes – it’s about building genuine, lasting relationships rooted in trust, relevance and emotional connection. As expectations shift and competition intensifies, organisations must rethink how they define, measure and invest in loyalty. This panel brings together senior leaders to explore how loyalty strategies are evolving, what it takes to build deeper brand connection, and where retention efforts should be focused in the years ahead.
What to expect:
- How the definition of loyalty is changing – and what that means for CX strategy
- Moving beyond rewards to build emotional and experiential loyalty
- Balancing investment between acquisition and long-term retention
- Future-facing ideas for building lasting brand relationships
Speakers:
Laura Godfrey
Ipsos
Head of Client Service Team, CX
Elizabeth Ajala
Monzo Bank
Risk Director
16:10 - 16:40
Main Stage
Coffee & Networking
Break
16:40 - 17:00
Main Stage
NatWest Case Study: Our Purpose Led Transformation Journey
Case Study
Hear how NatWest is evolving from recovery to sustainable growth, while staying true to its purpose-led priorities:
- Responding to External Challenges with resilience and clarity
- Focusing on Purpose: climate, enterprise, and learning
- Championing People, Businesses & Families, with a spotlight on support for families
- Personalising the Customer Lifecycle across youth, affluent, mass market, and businesses
- Leading Digitally – going where customers are and supporting their sustainable transition
- Delivering Fair Outcomes in line with Consumer Duty, through deep customer understanding
- Refreshing the Brand and building share of voice through diversity and inclusion
- Prioritisation
- Privacy
- Data
Speaker:
Kevin Murphy
Natwest Rooster Money – Youth and Families
Chief Operating Officer
Kevin Murphy now leads the NatWest RoosterMoney (NWRM) Chief operating Office, with the specific remit of translating the company vision into execution. This includes leading the Data, Risk, Programme Management and People functions within the organisation. NatWest Rooster Money is a kids' prepaid debit card and pocket money app which helps our youth and family customers build financial capability and manage their money better.
Kevin has also worked in Procurement for over 25 years spanning across many industries, such as
Electronics, Bio Tech, Engineering, NHS, Computing and Finance. He is passionate about ensuring NatWest play their role in supporting the UK in building financial confidence within our families and communities.
17:00 - 17:20
Main Stage
NBC Universal Case Study : Retention as a Growth Engine
Case Study
Speaker:
John Anderson
NBCUniversal
Director of Retention
John Anderson is a dynamic and visionary leader with over 17 years of expertise in membership, CRM, lifecycle, retention, and subscription marketing. He has driven transformative growth for global brands including NBCUniversal, Amazon, DAZN, and McLaren, pioneering data-driven strategies that maximise engagement, retention, and revenue.
17:20 - 17:40
Main Stage
Strategy & Leadership in Focus: Embedding Customer-Centric Thinking Across the Business
Panel Discussion
Customer engagement is no longer confined to specific teams – it’s a leadership priority that touches every part of the organisation. But building a truly customer-first culture takes more than ambition; it requires the right behaviours, a long-term mindset, and the ability to balance innovation with consistency. In this session, senior leaders will explore how approaches to customer engagement are evolving at the top, what’s driving lasting change, and how leadership can steer transformation in a fast-moving world.
What to expect:
- The leadership behaviours shaping customer-first organisations
- What separates short-term fixes from lasting strategic change
- Navigating innovation while maintaining service consistency
- How customer engagement is evolving at the leadership level
Speakers:
Richard Pash
Zurich
Chief Customer Officer
Richard Pash joined Zurich in July 2016 as Director of UK Life Marketing. He became UK Marketing Director in 2017 and UK Chief Customer Officer in 2020. Richard leads the UK and EMEA Customer Office, delivering Brand Marketing, Digital Marketing, Customer Insight and Experience, Customer Communication, and Events. He is responsible for marketing and customer activity for each of our business divisions and across the broader UK business. He is a member of the Global Customer Office Leadership Team and a Vice President of the Institute of Customer Service.
Richard has a wealth of experience, as Director of Marketing and Customer within market leading financial services, telecoms and ‘fast-moving consumer goods’ industries. Richard has achieved significant results through a strong focus on consumer needs and leading strategic initiatives. He has broad experience in managing business units in companies such as Virgin, Vodafone and Mars.
Richard lives near Marlborough and studied at the University of Oxford where he achieved an MA in Chemistry.
Alexander Toft
Moonpig
General Manager International
Claudia Nicholls-Magielson
Simplyhealth
Chief Customer Officer
I'm a board level strategic commercial leader with significant experience in fintech, retail, publishing and FMCG. I have delivered breakthrough results at local, regional and global level, based in the Netherlands -where I'm from-, Switzerland and the UK. I have a passion for purpose brands and people. My pet-hate is gobbledygook.
I have led and managed large budgets and multifunctional teams with full P&L ownership. My history includes digital transformation, new business development, B2B and B2C, launching on-line only businesses, and running e-commerce.
I enjoyed the first 10 years of my career with Procter & Gamble in roles of increasing complexity and responsibility, prior to joining Yum! brands. I I joined consumer association Which? in '13 to help innovate the brand into professional advice and became Sales and Marketing Director in '15, leading a team of 145 people across the sales, marketing and customer service teams. I then spent a couple of years as freelance strategic growth consultant helping a variety of amazing businesses grow (again), inc. bwin, Weight Watchers, OCS and Yamaha. A move into FinTech as Commercial Director Money for Moneysupermarket Group led me to make the transition into the dynamic world of Open Banking start-ups. I'm now Chief Revenue Officer at Snoop, 'helping everyone to be better off'.
17:40 - 19:00
Main Stage
The Night Summit
The Night Summit
09:00 - 09:05
Future of The Contact Centre
Chair's Opening Remarks
Introduction
Welcome to the Future of the Contact Centre stage, hosted by Nick Brice, CEO of Soul Corporations. With deep expertise in customer experience transformation and purposeful leadership, Nick sets the tone for a day exploring how contact centres are evolving into agile, human-centric hubs of value creation. Today’s sessions will unpack how organisations are blending digital innovation with empowered, emotionally intelligent teams to drive seamless engagement at scale. Guided by Nick’s thought leadership on culture and performance, we’ll uncover actionable strategies and inspiring stories that redefine what’s possible in customer contact for 2025 and beyond.
Speaker:
Nick Brice
Soul Corporations
CEO
I help leaders and teams unlock their potential by transforming communication, developing soulful leadership, and driving measurable organisational success. As the CEO of Soul Corporations and White Room Theatre/Bite-Size Plays™, I create innovative, engaging programmes and coaching with my Soul Corporations' associates that inspire individuals to thrive in today’s dynamic, AI-powered world.
With a certification in Neuroscience in Business Leadership from MIT Sloan School of Management and a background in psychology, theatre, and TV production, I bring a unique blend of science, creativity, and practicality to my work. My approach combines cutting-edge insights with real-world applications, delivering lasting behavioural change for leaders and teams.
09:05 - 09:25
Future of The Contact Centre
UK Contact Centres in 2030
Presentation
Kick off the Future of the Contact Centre Stage with exclusive insights from Steve Morrell, Managing Director of ContactBabel. Using data from hundreds of contact centres, Steve will give his views on where we're heading and what the contact centre of 2030 will look like.
This keynote shares a data-driven view of industry change: from the rapidly evolving role of AI, to why customer preference for live voice has resurged and the benchmarks that define future-ready contact centres.
Steve will decode the key pain points, opportunities, and technology investment priorities shaping UK customer contact. Discover how your organisation compares, where to focus for measurable improvement, and what’s next on the operational horizon - all backed by two decades of industry data and practical solutions for leaders driving contact centre strategy in a new era.
Speaker:
Steve Morrell
ContactBabel
Managing Director
The in-depth coverage provided by ContactBabel’s ongoing primary research projects is matched by our experience analysing the contact centre industry. We understand how technology, people and process best fit together, and how they will work collectively in the future.
Steve has written hundreds of research reports and his opinion on contact centres has been featured on the BBC, ITV, Sky, the Guardian. Forbes and the Financial Times.
09:45 - 10:05
Future of The Contact Centre
Striking the Balance: Enhancing Service Quality and Efficiency in the Contact Centre
Panel Discussion
Today’s contact centres are under increasing pressure to do more with less – all while delivering consistently high-quality service across every channel. As expectations rise and volumes grow, leaders must find smarter ways to improve both speed and experience. This session explores how organisations are using technology, automation and empowered frontline teams to enhance service delivery – without compromising on quality or human connection.
What to expect:
- Practical strategies for improving quality without increasing cost
- Where automation and AI can boost efficiency without losing the human touch
- How contact centre teams are being enabled to deliver fast, effective and empathetic service
- Balancing speed and experience to meet rising customer expectations
Speakers:
Jessica Ham
National Grid
Head of Customer Experience
Kelly Hazelton
Zoom
Contact Centre Specialist
10:05 - 10:45
Future of The Contact Centre
Coffee & Networking
Break
10:45 - 11:05
Future of The Contact Centre
Liverpool FC Case Study: Success Looks Different for Everyone
Case Study
In an era where artificial intelligence is reshaping the way we work, how can smaller, less-resourced contact centres harness its potential?
Jo Kirkham, Vice President of Fan Experience at Liverpool Football Club, explores how LFC has navigated the complexities of adopting AI in a customer service environment that isn’t traditionally contact-centre led. Drawing on real-world challenges and lessons learned, Jo will share insights that resonate with other organisations where customer service is vital—but not the core business.
Oh, and by the way, this synopsis was improved from my original by Co-pilot!
Speaker:
Jo Kirkham
Liverpool Football Club
Vice President of Fan Experience
11:05 - 11:25
Future of The Contact Centre
Time up for Offshoring? Why the CX Value Equation Is Changing – Fast!
Presentation
Forget what you thought you knew about offshoring. The rules are changing, with AI and automation already diminishing its competitive edge – and some of the smartest brands are already taking notice.
Our latest research shows that over a third (34%) of brands are eyeing a move back to the UK over the next 12 months; stacking on top of the 46% already operating at least part of their CX function here (40% exclusively). But here’s the kicker: an overwhelming 73% of brands say they’d deliver at least part of their CX at home, if cost wasn’t a factor. Why? Because local matters – from regulatory confidence to cultural fluency and emotional nuance.
In this no-holds barred session, we will explore why the future of contact centres is increasingly local, how technology is drastically closing the cost gap – and how this is only set to continue as it advances, and what it takes to embed AI in ways that deliver real value, not unwelcome disruption. You can expect provocative insights, grounded in data and real-world examples that show how tech used in the right way is reshaping UK-based CX delivery.
Speakers:
James Towner
ArvatoConnect
Chief Growth Officer
James Towner is a business growth leader with over 30 years’ experience delivering transformational value for clients across government, financial services, telecoms and utilities. As Chief Growth Officer at ArvatoConnect, he drives business growth and digital strategy, helping organisations navigate change and unlock new and future opportunities through innovation and partnership.
Previously, as Senior Vice President at a leading global services firm, he expanded the company across the UK and Europe in the energy and utility sector, focusing on data-driven and digital solutions. Earlier, as a Group Sales Director at a major outsourcing and professional services company, James established its sales presence in Germany, securing groundbreaking outsourcing partnerships.
Beyond his executive role, James is a Non-Executive Director at Oxford Direct Services (ODS), supporting its mission to deliver sustainable, customer-focused services for the local community. He has also served as a Trustee for local organisations including an Oxford-based theatre company and the Prospect Hospice in Swindon.
Mike Stewart
ArvatoConnect
Head of Digital Practice & AI
Mike Stewart leads the Digital Practice at ArvatoConnect, with a strong focus on blending technology with customer experience to deliver transformative digital solutions. With over 15 years’ experience in CX and digital transformation, he specialises in designing and delivering strategies that improve efficiency, drive engagement and create long-term value.
Mike has led major digital initiatives across the public and private sectors, from financial services and telecoms to government, always with a focus on outcome-first thinking. He is passionate about using AI, automation and intelligent platforms to power seamless, scalable service that meets the evolving and future needs of today’s users.
11:25 - 11:45
Future of The Contact Centre
Best Practice in Action: Driving Service Excellence and Inclusivity for Every Customer
Panel Discussion
Customer expectations are rising, and the role of the contact centre is expanding well beyond traditional support. To truly excel, organisations must focus on consistent service standards, proactive engagement, and empowering their frontline teams - while also ensuring the needs of vulnerable customers are recognised and addressed with sensitivity. This panel brings together customer service leaders to explore the habits, tools and cultural shifts that are driving service excellence across channels.
What to expect:
- How contact centres are shifting from reactive to proactive service delivery
- Practical ways to coach and support high-performing frontline teams
- Using real-time insight to enhance service quality, responsiveness, and care for vulnerable customers
- Moving from transactions to long-term customer relationships that build trust and inclusivity
Speaker:
Sue Conley
SS&C Financial Services International
Senior Director, Retail Servicing
With over 20 years of experience in financial services, Sue Conley brings a deep well of industry knowledge, a passion for people, and a drive to deliver exceptional customer experiences. As Senior Director of Retail Client Services, Sue leads with heart and vision—championing teams, developing talent, and inspiring employees to elevate every aspect of customer servicing.
Sue believes that strong service is rooted in strong culture. Her leadership style is all about empowerment—creating space for teams to grow, challenge the status quo, and show up as their best selves every day. Whether coaching individuals or shaping strategy, she’s committed to building environments where people feel heard, valued, and motivated to deliver excellence. Outside of work, Sue is a proud mum to two incredible girls and wife to one very supportive husband. She brings the same energy and compassion to her family life as she does to the workplace: lead with love, keep learning, and always smile.
11:50 - 12:10
Future of The Contact Centre
HSBC Case Study: Integrating Social Media into the Contact Centre
Case Study
Customers don’t think in channels – they just expect to be heard. This session will show how HSBC UK became the first market in HSBC, globally, to create a central social media servicing team within the contact centre, building the model from scratch with no blueprint. It will cover how the team embedded social media as a core service channel, worked with the contact centre to deliver joined-up support, and used Trustpilot to transform customer experience.
Attendees will hear how the team has lifted Trustpilot scores, built trust by responding where customers are, and proven the value of social as a driver of reputation, insight and collaboration across the business.
Speaker:
Hannah Ratcliffe-Barnes
HSBC
Social Media Lead
I'm passionate about authenticity - in leadership, communication, and in how we show up for customers.
12:10 - 12:30
Future of The Contact Centre
Beyond CSAT: The Future of Customer Experience with AI Agents
Presentation
As customer expectations evolve, traditional metrics like CSAT are no longer the gold standard. We'll show how leading brands are redefining what great member experience looks like, delivering instant, personalised, and brand-aligned support at scale.
Speakers:
Jesse Zhang
Decagon
CEO & Co-founder
Alex Keynes
Arrive
Head of Product – Driver’s Experience
Hanna Fredriksson
Arrive
Head of Global Customer Care
My professional background spans 14 years in the shipping industry working for Maersk, where I focused on sales, trade strategy, and customer care, and for the past six years, I have worked in the automotive technology sector and currently serve as Head of Global Customer Care at the Arrive Group.
I have a strong passion for languages and speak eight in total: Finnish, Swedish, English, Italian, Spanish, Danish, French, and German—fluent in the first six. In my personal time, I enjoy cooking and spending time with my dog.
12:30 - 12:50
Future of The Contact Centre
Mastering Multi-Channel Support: Building Seamless, Scalable Customer Journeys
Panel Discussion
As customer expectations evolve, delivering fast, seamless service across multiple channels has become essential – but far from simple. From integrating automation to aligning internal teams, organisations are facing increasing complexity behind the scenes. This panel explores how leaders are designing smarter, more connected support journeys, balancing efficiency with personalisation, and measuring success across an ever-expanding channel mix.
What to expect:
- What really matters when designing multi-channel support experiences
- How teams are managing complexity and internal coordination
- Balancing automation and human service in the right moments
- Metrics that move beyond channel performance to overall journey success
Speakers:
Joseph Carter-Bell
The Pools
Director of Customer Success & Operations
Hannah Ratcliffe-Barnes
HSBC
Social Media Lead
I'm passionate about authenticity - in leadership, communication, and in how we show up for customers.
12:50 - 14:05
Future of The Contact Centre
Lunch & Networking
Break
14:05 - 14:25
Future of The Contact Centre
NewDay Case Study: Empowering Colleagues Through Technology
Case Study
It’s important to set people up for success and enable them to have rich conversations and this session will share some of the technologies that have been introduced to the customer-facing colleagues at NewDay, and how they drive success. In this session there will be technologies, case studies and results.
Speaker:
Francesca Rea
NewDay
Director of Contact Centre and Client Delivery
14:25 - 14:45
Future of The Contact Centre
Skepticism to Scale: How Contact Centres Are Adopting Ai Today
Presentation
14:45 - 15:05
Future of The Contact Centre
Smarter Tech, Better Service: Delivering Real Impact in the Contact Centre
Panel Discussion
From automation to analytics, the contact centre is often where service technologies are first put to the test – and where their impact is most visible. But with increasing pressure to improve efficiency and experience, not all tools deliver lasting value. This session explores how contact centres are using technology to enhance service without adding complexity, the challenges of implementation, and how integration plays a vital role in turning tech investment into measurable improvement.
What to expect:
- How contact centres are using technology to improve service and simplify the customer journey
- Common challenges when rolling out new tools – and how to overcome them
- What drives long-term value from service technology in real-world settings
- The role of integration in maximising the impact of your tech stack
Speakers:
Bogdan Grigorescu
Direct Line Group
Senior Technical Lead
Bogdan has led specialist teams in implementing automation through AI at scale, delivering and operating enterprise platforms across geographies.
He has a track record in achieving superior customer experiences and delivering significant cost efficiencies by leveraging AI and machine learning technologies worldwide.
Bogdan is also a speaker at global conferences on AI, data privacy, counter-intelligence and security.
Background in electronics and telecommunication engineering.
Aida Mutapcic
KFC
Customer Recovery Manager
With over 15 years of experience in customer service and operational excellence, Aida brings a proven track record of managing and nurturing high-performing teams within the hospitality sector. In her current role as Customer Recovery Manager at KFC UK & Ireland, she leads initiatives focused on customer recovery, satisfaction, and loyalty-turning challenging situations into positive experiences. Aida’s leadership style emphasizes empathy, data‑driven decision-making, and continuous learning, ensuring consistent enhancements in both service quality and team performance.
Throughout her career, Aida has championed transformation and resilience, as shown by her success in developing recovery strategies that balance customer expectations and brand standards.
James Mackay
RASA
Regional Sales Manager EMEA
15:10 - 15:30
Future of The Contact Centre
NHS Shared Services Case Study: Transformation Through the Customer Lens
Case Study
In his case study John will provide an overview of the challenges facing the customer experience centre focused on internal processes and KPI chasing and how this was transformed without technology by viewing the operation from a customer perspective and motivated employees. The journey then continues through the customer engagement and employee engagement stages to design the look and feel of the new platform and joint responsibility processes. John’s presentation finishes with a short feedback video in which both clients and internal users give their feedback on the 1st release of the platform.
Speaker:
John Murphy
NHS Shared Business Services
Head of Customer Excellence
John is currently Head of Customer Experience with NHS SBS a joint venture shared service operation between the NHS and Sopra Steria.
In this role Joh has transformed the delivery of the customer experience centre initially through people and process management and through the implementation of a new technology platform designed by users for users., with some amazing results.
John has a strong background in setting up and managing multi disciplined shared service centres with Yorkshire Water (Kelda Group) and First Group the Bus and Rail operator. His visionary and agile approach to transformation has resulted in high impact low-cost delivery with high levels of internal and external customer satisfaction.
In the twilight years of his career is focus is on developing his team to embrace the opportunity that AI will have for customer service and shared services.
His legacy …. Agent Murphy as our 1st Bot.
15:30 - 15:50
Future of The Contact Centre
Future of Customer Service: AI + Knowledge Management
Presentation
Damien Popote (CEO) & Hugo Ramadier (Head of UK) at Mayday, dive into the future of CX: and the indispensable synergy between AI and knowledge management.
Discover why these solutions are now mission critical: knowledge management acts as a trusted foundation, while AI powers rapid knowledge generation, verification, and access.
They will share how this powerful combination elevates support teams, enhances customer satisfaction, and redefines industry standards. Join us to explore cutting-edge strategies that harness this dynamic duo to deliver reliable, seamless, and efficient customer interactions, positioning your service at the forefront of innovation.
Key takeaways:
- Knowledge management is a unique source of trust for AI: a strong, well-managed knowledge base is the “single source of truth” that empowers AI to deliver accurate and reliable responses.
- AI is an enabler for knowledge management: AI can gather, verify, and distribute knowledge instantly, enabling faster and more precise customer interactions.
- The future of customer service should find the right combo between those two: effective customer service today requires both AI and knowledge management, with each enhancing the other’s capabilities.
Speakers:
Damien Popote
Mayday
CEO & Co-Founder
Damien Popote is the CEO and co-founder of Mayday, the leading AI-powered Knowledge Empowerment platform in Europe. A visionary entrepreneur, Damien’s passion for customer experience began early, while working in a banking call center during his studies. This formative experience sparked a conviction: customer service deserved a better future. Driven to make a difference, he pursued entrepreneurship studies at HEC Paris and UC Berkeley, in the heart of Silicon Valley, to deepen his expertise at the crossroads of technology and customer relations. In 2019, guided by a clear mission, Damien co-founded Mayday with two partners. Since then, they have been transforming how customer service teams operate-empowering agents through knowledge to become more efficient, autonomous, and impactful. Six years later, Mayday has become the leading European AI knowledge base solution, used by tens of thousands of users every day.
Hugo Ramadier
Mayday
Head of UK
Hugo Ramadier is Head of UK at Mayday, the leading AI-powered Knowledge Empowerment platform in Europe.
Driven by a deep passion for tennis, Hugo pursued his studies between the United States and Italy, where he competed at a high level while developing a valuable international outlook that would prove instrumental in his future career.
He began his professional journey at Front, working as an Account Executive. There, he honed his skills in sales, customer relations and account management within a SaaS environment.
He then joined Mayday, where he specialised in Knowledge Management and optimising the customer experience. His rapid progression within the company reflects strong leadership and ability to adapt: initially an Account Executive, then promoted to Business Development Manager, he was eventually appointed to lead the company’s international expansion.
15:50 - 16:10
Future of The Contact Centre
From Soulless to Seamless: Rethinking Customer Service and Operations in an AI-Driven World
Panel Discussion
Customer service is no longer just about solving problems — it’s about preventing them. As expectations grow, leading contact centres are shifting from reactive models to proactive strategies that reduce effort, build trust and deliver greater value. This session brings together senior leaders to explore how data, automation and mindset shifts are helping teams stay ahead of customer needs and deliver support before it's even asked for.
What to expect:
- What proactive customer service looks like in modern contact centres
- How to anticipate needs and act early to prevent service issues
- The role of insight, AI and automation in enabling proactive engagement
- Understanding the limits – and opportunities – of predictive service strategies
Speakers:
Carrie Hegan
Baringa Partners
Customer Expert and Practice Lead
Carrie is an experienced leader in Baringa’s Customer and Digital practice, specialising in Customer Operations Transformation. She has over 20 years of experience working across industry, outsourcing and as a consultant, with expertise that covers contact centre, branch and digital channels. Carrie has designed and led a vast number of complex transformation programmes in Utilities, Banking, Insurance, Telco and Retail sectors, where her passion and drive for the achievement of game changing customer, employee and business outcomes proves hugely valuable to our clients.
At Baringa Carrie leads our Next Generation Customer Operations capability, working alongside a multi-disciplinary team of consultants. Most of the team have greater than 10 years of experience and bring their own depth of expertise in areas such Digital Channels, Data and AI, Intelligent Automation, Cloud Based Technology Transformation and People and Process Excellence.
Neal Silverstein
Specsavers
Head of Technology Customer Services
Neal has a track record and passion for delivering Industry leading customer service to support the growth of Specsavers, and make a difference to more peoples lives through improving their sight & hearing.
Always looking for innovative ways to enhance the customer experience and maintaining relevance in the ever changing world we live in, be it data compliance, cyber security, customer expectations as well as colleague aspirations.
Rebecca Jamieson
Xero
Head of Customer Experience (UK & EMEA)
Passionate about delivering beautiful customer experiences, I thrive on building high-performing teams and driving continuous improvement in global and regional customer service operations. I lead with a customer-first mindset.
I believe that great customer experiences start with engaged employees, and I take pride in cultivating a culture of trust, empowerment, and growth.
Jo Moffatt
Engage for Success
Partnerships & Strategy Director
Jo has been a volunteer with the Engage for Success movement since its launch. As Partnerships & Strategy Director she sits on the Advisory Board and co-hosts the weekly Engage for Success radio show, interviewing guests from across the engagement world. The EFS agenda is absolutely aligned with Jo’s vision ‘to make workplaces better places to be’. As passionate about brands and their power to move people as she is about employee engagement and its vital role in delivering a high performing organisation, Jo put the disciplines together as founder of a leading creative consultancy, leveraging the creative and insight led approach of the advertising world to engage employees inside organisations. Jo becomes almost evangelical about the power a well-positioned and consistently delivered brand has as a catalyst for employee engagement and business success - creating cultures that make workplaces work, for employees as well as shareholders and stakeholders.
16:10 - 16:40
Future of The Contact Centre
Coffee & Networking
Break
16:40 - 17:00
Future of The Contact Centre
What Happens When the Right Tech Meets the Right Team? A Contact Centre Story
Presentation
What really happens when a contact centre solution is placed in the hands of a highly experienced technology reseller and a forward-thinking customer?
In this engaging session, we’re delighted to be joined on stage by one of our trusted partners and a highly valued customer to explore the real-world impact of implementing our contact centre solution.
You’ll hear firsthand how the right blend of people and technology has transformed operations, enhanced the customer experience, and delivered measurable business results.
From initial challenges to lasting outcomes, this is a story of collaboration, innovation, and what’s possible when the right pieces come together.
Speaker:
Rob Bacon
NFON
Head of Contact Center Hub and Pre Sales
17:00 - 17:20
Future of The Contact Centre
London Borough of Barking and Dagenham Case Study: A New Era of Contact Centres Is Here. Will You Seize the Opportunity or Miss the Moment?
Case Study
AI, automation, and rising expectations have completely redefined the contact centre. For C-Suite and CX leaders, this isn’t just an operational shift—it’s a strategic one. So the real question is: will you embrace this new reality, or risk becoming irrelevant?
Speaker:
Sabina Onwuka
London Borough of Barking and Dagenham
Head of Customer Services
Sabina Onwuka is an award winner in Customer Experience and Innovation. She is also a champion of Customer & Colleague Experience. A passionate & knowledgeable Public Speaker she engages and inspires audiences with a dynamic approach tailored to their specific needs. A Coach, a Mentor and Leader with a genuine desire to support young leaders to be a better version of themselves for tomorrow's world. Sabina teaches how to foster team spirit, resilience, team motivation and confidence. She demonstrates how to create a safe place for people to express their concerns in any workplace situation, which is more important than ever. Sabina sits on the Standard Advisory Board of the Contact Centre Management Association, is a Chair of governors at her local primary school and Heads the Customer Services department at The London Borough of Barking & Dagenham.
17:20 - 17:40
Future of The Contact Centre
The Human Edge: Training, Culture & Motivation in Tech-Enabled Contact Centres
Panel Discussion
As automation and AI transform contact centres, the need for skilled, motivated human teams remains as strong as ever. This session looks at how organisations are strengthening their people strategies to meet rising service expectations. Discover how to embed a service-led culture, create engaging learning journeys, and recognise great performance in ways that matter - all while maintaining the human edge at the heart of the customer experience.
What to expect:
- How to maintain a strong human connection in a tech-driven environment
- Tactics for training and upskilling frontline teams effectively
- Strategies to keep learning relevant, engaging, and ongoing
- Inspiring approaches to boosting motivation and retention through recognition
Speakers:
Ben Scales
Elephants Don't Forget
Head of Sales
Leigh-Anne Gray
Vanquis
Senior Specialist Complaints Manager
17:40 - 19:00
Future of The Contact Centre
The Night Summit
The Night Summit
09:00 - 09:05
Customer Contact
Chair's Opening Remarks
Introduction
Welcome to the Customer Contact stage, hosted by Brandie Deignan, CEO at Pier Healthcare. Drawing on 20 years of leadership in consumer service across hospitality, retail, aviation, and now primary care, Brandie brings a unique, sector-agnostic perspective on customer contact excellence. Guided by Brandie’s passion for inclusive leadership and operational excellence, we’ll delve into the latest trends: leveraging AI and cloud solutions, empowering frontline teams, and designing omnichannel customer journeys that deliver both efficiency and human connection. Get ready for practical insights and fresh thinking to reimagine the future of customer contact for your organisation.
Speaker:
Brandie Deignan
Pier Health Group
Chief Executive Officer
In early 2021 Brandie joined primary care within NHS in general practice as Chief Executive Officer. Prior to this role, Brandie was Managing Director at Marco Pierre White Restaurants, cementing her c20 years’ experience in the consumer service delivery industry across hospitality, retail and aviation. Before her MD role, Brandie held senior leadership positions at British Airways Plc, Tesco Plc, Whitbread, Travelodge and Hilton Hotels, where she started her career as a graduate trainee and worked her way up.
A true trailblazer, Brandie was the first female MD to hold her MD role at MPW Restaurants. As of 2020, Brandie was the first black female MD within branded restaurant groups in the UK. Brandie was recently named as one of the top 15 BAME high fliers in travel and tourism industry, and was a finalist at the Black British Business Awards, Senior Leader, Consumer and Luxury 2020. Brandie was recently voted No 41 of the Top 50 listening leaders and also nominated in the National Diversity Awards for positive role model, gender diversity.
09:05 - 09:25
Customer Contact
UK Customer Satisfaction: Shaping the Future with Evidence, Empathy, and Impact
Presentation
Jo Causon, CEO of the Institute of Customer Service, will present the latest insights from the UK Customer Satisfaction Index (UKCSI), sharing national trends and the operational strategies behind rising satisfaction levels across nearly 300 leading organisations. From the growing importance of first-contact resolution and frontline empathy to the proven impact of service excellence on loyalty and commercial performance, Jo will highlight why satisfaction has never mattered more—and how leaders can use this evidence to set new benchmarks, inspire teams, and drive sustainable growth in a fast-evolving, customer-driven world.
Speaker:
Jo Causon
Institute of Customer Service
CEO
Jo joined The Institute as Chief Executive in 2009. Since then, she has driven membership growth and established the UK Customer Satisfaction Index as the country’s most trusted indicator of consumer satisfaction.
Working across the public, private and voluntary sectors, Jo provides strategic advice to boardrooms to raise the standards of service across the UK, providing evidence of the connection between customer satisfaction and operational efficiency and profitability.
A regular media commentator and prominent keynote speaker, Jo is frequently asked to provide commentary for national and broadcast media, in addition to numerous podcasts and member Board sessions.
Working with politicians, regulators, and senior officials, Jo focuses on the impact that service has on the UK economy and productivity, helping shape policy. Through her work establishing and overseeing the All-Party Parliamentary Group on Customer Service, she raises awareness and understanding of customer service amongst parliamentarians, establishing a dialogue between Government and business.
She brings a wealth of experience from the commercial sector, holding Director roles in financial services, brand, and business consulting, as well as policy development and research for City & Guilds and The Chartered Management Institute.
09:25 - 09:45
Customer Contact
Behind the Build: Learnings From an Insurer Launching a Real-World AI Agent
Presentation
Join Marshmallow CTO Xenofon Papadopoulos and Sierra’s Head of Partnerships, Logan Randolph, for a candid fireside chat on how Marshmallow—a fast-growing insurer—is using AI to reinvent customer experience in a highly regulated market. You’ll hear the story behind “Marsha,” their AI agent now handling fast, multilingual support across journeys like policy updates, renewals, and price quotes.
Still early in their journey, Marshmallow is navigating the real-world demands of deploying AI—earning customer trust, staying on-brand, aligning with internal policies, and meeting regulatory expectations. Whether you're just getting started or scaling your first use case, this session offers a grounded look at how to build better, more human customer experiences with AI.
Attendees will walk away with insights on:
- How to use AI to drive customer experience and grow your business
- How Marshmallow approached launching their first production-ready AI agent
- The tradeoffs, surprises, and lessons from early implementation
Speakers:
Logan Randolph
Sierra
Head of Expansion
David Goaté
Marshmallow
CTO
- Co-founded and grew a fintech which has raised $100M's to over a $2Bn valuation, serving over 1M customers and generating hundreds of millions in annual revenue profitably.
- Strategic technology leadership: As CTO I led a 60+ person cross-functional organisation of Product Engineers, Data Engineering, Data Science, Platform & Infrastructure, InfoSec & IT.
- As Chief Architect I'm leading efforts to diversify Marshmallow's product offering, enabling us to successfully bring new products to market, establish PMF and scale these businesses in a systematised way.
- Operational excellence: Under my leadership, my teams build cloud‑native business critical systems with high reliability, delivering quality at pace.
- Commercial impact: Built real‑time pricing and embedded‑insurance systems which have generated hundreds of millions of pounds of revenue profitably.
- Leadership ethos: bringing commercial vision to life through technology, building highly engaged and motivated multi disciplinary technology teams. Empowering teams to deliver with high ownership and accountability in high trust and a high performing environment. These results have been proven out through high retention and developer experience surveys.
09:45 - 10:05
Customer Contact
Right Moment, Right Response: Delivering Real-Time Adaptive Support at Scale
Panel Discussion
As customer expectations rise, delivering responsive, in the moment support is no longer a nice to have, it is essential. Today’s leading contact centres are combining human judgement with automation and insight to personalise service in real time, across channels and at scale. In this session, leaders will explore how to equip agents with the tools and autonomy to respond in the moment, where AI can support adaptability, and how to measure the true impact of real time support on customer outcomes.
What to expect:
- Supporting agents to respond to changing customer context during live interactions
- How AI and automation are enabling adaptive service — and where human input matters most
- The challenges and opportunities in scaling personalised, real time support
- How to track and prove the impact of real time responsiveness on service outcomes
Speakers:
Vishal Kapoor
Sendbird
Head of Growth
Kiran Uppal
ASOS
Head of Customer Care Experience & Transformation
I am a senior, customer centric professional who leads teams to deliver exceptional outcomes for customers and businesses.
My experience ranges from Digital Care Transformation - creating experiences that are seamless for customers whilst driving efficiencies for the business right through to leading end to end CX strategies within the retail industry.
I have led teams to deliver exceptional customer service through various channels and languages. I am skilled in creating efficient and operationally sound customer service environments in order to ensure customers receive relevant and world class service.
I am experienced in scaling customer operations teams up and down in order to meet business demand.
I create effective customer omni channel experiences that resolve challenges at points of sale to increase customer loyalty, customer engagement and optimising sales opportunities.
My in-depth knowledge of the customers’ voice gained over years of service in a combination of shop floor, digital retail and call centre operations; enables me to translate customer behaviour into areas of opportunity for businesses to improve performance, sales and customer experience.
I use data to drive improvements, transformation and translate the customers’ voice to business actions.
10:05 - 10:45
Customer Contact
Coffee & Networking
Break
10:45 - 11:05
Customer Contact
West Sussex County Council Case Study: Empowering the Front Line – Transforming Customer Experience Through Co-Creation With the People Closest to the Customer
Case Study
As customer experience professionals, we stand at the edge of a transformative era. The rise of AI and digital assistance is reshaping how we serve our customers, reducing demand on traditional channels while raising expectations for seamless, human-centred service.
At West Sussex County Council, we’ve embraced this shift by deploying technology into our Customer Service Centre, which supports 23 diverse services. But technology alone isn’t the answer. Our success has come from a relentless focus on our people, both our customers and our front-line teams.
In this session, I’ll share how we empowered our front-line staff to lead change, using the Blue Badge service as a case study. Faced with rising demand, fragmented processes, and growing customer dissatisfaction, we brought together a service which was spread across three Directorates into the Customer Service Centre, a centralised service model. The result? A 66% reduction in processing costs, a 50% faster turnaround for customers, and an 80% drop in complaints, all while processing 12% more applications.
This transformation was co-created with the people closest to the customer. Join me to explore how continuous improvement, cross-functional collaboration, and a deep respect for front-line insight can unlock extraordinary results in even the most complex public service environments.
Speakers:
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Julie Rendle-Eames
West Sussex County Council
Head of Customer Experience
My focus is on blending digital innovation with operational excellence to improve both customer and employee experiences. I oversee the deployment of AI-driven voice and text bots within our Customer Service Centre, which serves as the front door for 23 council services, this is integrated with our corporate website to drive effective channel shift and self-service.
Following the insourcing from Capita, I led a cultural transformation, aligning the team with industry standards. This resulted in:
80%+ first-contact resolution
90%+ customer satisfaction
30% average reduction in operating costs for centralised services
61% cost reduction in Blue Badge application processing post-modernisation
I champion a strategy of “deepening the front door”, centralising customer demand into the Contact Centre to better manage data,
demand, and performance, modernising processes and equip multi-skilled officers.
Looking ahead to 2025, I am committed to managing change that supports both customer satisfaction and employee growth, using data and insight to continuously evolve our services.
Laura Franklin
West Sussex County Council
Customer Service Centre Manager
My role of a strategic leader in local government is dedicated to transforming the customer experience through innovation, empathy and operational excellence. Within the organisation I am responsible for the Blue Badge Service, our corporate Receptions and the Customer Service Centre.
With a proven track record in public sector service delivery, I have led major initiatives to redesign the customer journey—making services more accessible, responsive, and inclusive for our customers, achieving a 61% operational cost reduction to the organisation all by empowering our people. Following the insource of services into Customer Experience, I led a people-centred transformation—rebuilding team culture, strengthening engagement, and aligning our ways of working with industry best practices resulting in fully integrated, cohesive services and a 90%+ rate of customer satisfaction.
Recognising the evolving needs of digital innovation, I am strategically leading on the implementation of digital channels at our front door. Looking at AI and digital technologies to streamline processes both for our staff and customers, personalise engagement, and enhance service outcomes. My focus is to bridge the gap between traditional public service values and utilise the opportunities of digital innovation whist ensuring that technology serves people, not the other way around.
11:05 - 11:25
Customer Contact
AI in the Customer Centre: Cutting Through the Hype with NiCE and Cirrus
Presentation
We’ve all heard the promises: AI will transform customer service, streamline operations, and deliver seamless experiences.
But what’s really happening on the ground?
In this lively and candid session, NiCE and Cirrus lift the lid on the reality of AI in today’s Customer Centres. From inflated expectations to unexpected wins, they’ll share what’s working, what’s not, and what organisations need to know to make AI genuinely useful.
Expect honest insights, practical examples, and a few surprises as we explore how to navigate the hype and harness AI in ways that actually improve customer experience. Whether you're curious, cautious, or already committed to AI, this session will leave you better informed and better prepared.
Speakers:
Richard Bassett
NiCE
VP, CX Automation, AI & Insights
Jason Roos
Cirrus Response
Chief Executive Officer
11:25 - 11:45
Customer Contact
Smart Support: Making AI & the Human Touch Work for Genuine Customer Interactions
Panel Discussion
AI is transforming customer contact—enabling faster responses, smarter routing, and more personalised support. But to deliver real value, it’s not just about adopting new tools; it’s about knowing where AI fits, how it works alongside human agents, and how to maintain trust, empathy and brand consistency at every touchpoint. In this session, leaders will explore where AI is delivering strong returns, how to design seamless AI–human handovers, and how to ensure people still play a vital role in creating meaningful customer experiences.
What to expect:
- Choosing where AI adds value—and where the human touch still matters most
- Designing smooth, joined-up transitions between AI and human agents
- Ensuring both AI and human service reflect brand values and tone of voice
- Where ROI is strongest—and where AI is still finding its place
Speakers:
Baidurjya DasChaudhuri
Ada
Managing Director, EMEA
Fflur Huysmans
The Bread Factory
Head of Customer Experience
Customer Experience senior leader, having transitioned from successful senior career in arts management.
Kai Bentley-Grey
DFS
Senior Technology Business Partner - Customer
11:50 - 12:10
Customer Contact
adidas Case Study: Thinking Global, Acting Local - How adidas Is Reshaping Customer Contact Interactions Through AI Innovation and Cultural Adaptation
Case Study
In an era where personalisation defines brand loyalty, adidas has cracked the code on delivering tailored customer experiences across multiple markets. By balancing a global strategy with local precision, the brand has mastered the art of scaling personalisation without losing regional relevance.
Speaker:
Stijn Bannier
adidas
Global Digital Product Director (.COM/app/consumer services)
Stijn Bannier is a product leader with a proven track record of driving transformative change and engaging customers.
As the Global Product Director at adidas, Stijn leverages extensive experience, among others from Air France-KLM and the University of Brussels, to lead high-performing teams and deliver innovative solutions.
Outside of work, Stijn is also keyboard player in the punk rock band Sparrow Falls and the stoner band 22AD, with which he has toured through Europe.
12:10 - 12:30
Customer Contact
Turning Conversations into Gold: How The Very Group Uses Speech Data to Drive Business Change
Presentation
For The Very Group, every customer conversation is “gold dust”, a rich source of insight waiting to be uncovered. In this session, Luke Ollerhead will share how The Very Group transformed their approach to customer experience by leveraging AI-powered conversation intelligence.
In this session hear how data-led decision making helped The Very Group identify emerging issues in real time, engage frontline agents through trend-based coaching and make board-level decisions rooted in customer feedback.
Luke will be joined by Frank Sherlock for a Q&A on practical applications, lessons learned, and advice for turning speech data into a strategic asset for CX excellence.
Speakers:
Luke Ollerhead
The Very Group
Senior Insight Manager Customer Care
Frank Sherlock
Callminer
VP International
12:30 - 12:50
Customer Contact
Redefining Digital-First: Balancing Convenience, Personalisation and the Human Touch
Panel Discussion
As digital becomes the default for customer engagement, the challenge is no longer simply offering more channels, it's about making those experiences smarter, more intuitive, and more human. This session explores how organisations are designing digital-first journeys that reduce friction, respond to real needs, and evolve based on insight and feedback. We'll also look at how to keep human support accessible and impactful in a world where digital often comes first.
What to expect:
- Strategies for building digital journeys that reduce effort and increase satisfaction
- The role of data and personalisation in shaping relevant digital engagement
- How customer feedback is being used to improve digital experiences
- Ensuring human support complements, rather than competes with, digital-first service
Speakers:
Adam Flitton
Allianz
Principal Behavioural Scientist
Melanie Fischer
Xero
Director, Customer Experience - UK & EMEA
Melanie is a CX-centric Director with 20+ years’ experience embedding cultures of continuous improvement to optimise customer acquisition, satisfaction, and retention. She is passionate about maintaining high service efficiency and quality levels by championing customer success, Voice of Customer (VoC) implementation, complaints handling, and transparent communications.
Melanie is currently the CX Director at Xero for UK & EMEA (global accounting software company) and has prior experience at retailers such as Waitrose, Post Office and Tesco.
Areas of expertise include:
- major change and transformation
- leading large business units and teams
- strategy development and implementation
- stakeholder engagement including trade union relations
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Tim Smee
NFON
Senior Product Manager
12:50 - 14:05
Customer Contact
Lunch & Networking
Break
14:05 - 14:25
Customer Contact
Migrating from Telephony to Chat: Lloyds Banking Group’s Messaging CX Transformation
Case Study
An inside look at Lloyds Banking Group’s bold shift from a telephony-first model during COVID to a Mobile First, messaging-led strategy. Discover how the bank validated the value of messaging, reduced call volumes through bespoke journeys, and elevated customer experience with a new strategy built on ease, empathy, resolution, and intent recognition. With a new app and rising satisfaction, this session will explore how Lloyds is designing seamless, AI-powered journeys for customers and colleagues—now and into 2026.
Speaker:
Sam Holley
Lloyds Banking Group
Senior Messaging Experience & Performance Manager
Enjoying my time running the Conversational Banking Experience and Performance team in Lloyds Banking Group.
I have always been passionate about transforming customer experience and improving how customers interact with financial services.
A strong track record of managing large, high-performing teams, I specialise in delivering exceptional customer experiences balancing operational excellence with a human touch.
My current focus is on using our AI-driven platform and digital tools to create seamless, intuitive, and personalised banking journeys. Championing and empowering customers and colleagues!
14:25 - 14:45
Customer Contact
Unleashing Quality: Leading People, Not Just KPIs
Presentation
Join Luware's very own Chief Customer Officer, James Cadman to learn how a leading contact center company like Luware tackles our customer's needs. Hint: People drive excellence, not just KPIs!
Speaker:
James Cadman
Luware
Chief Customer Officer
14:45 - 15:05
Customer Contact
From Channels to Journeys: Delivering a Truly Seamless Omnichannel Experience
Panel Discussion
Customers do not think in channels, they think in outcomes. Yet many contact strategies still treat each channel in isolation, leading to repetition, frustration and inconsistency. In this session, leaders will explore how teams are making the shift from multichannel to truly omnichannel delivery.
What to expect:
- Key operational shifts that support true omnichannel service
- The importance of data integration in connected customer contact
- Reducing repetition and friction as customers move between channels
- Balancing consistency with the flexibility different channels demand
Speakers:
Khaled Miah
Zoho
Regional Account Manager
Senior business development and sales leader with over two decades of experience driving growth across global technology and consulting firms. Proven track record in leading high-performing teams, securing strategic enterprise accounts, and delivering scalable solutions across financial services, compliance, SaaS, and data management sectors. Demonstrated success in roles at Zoho, Solidatus, Corporater, Verint, BT, and Accenture, with deep expertise in go-to-market strategy, account management, and deal execution. Adept at navigating complex stakeholder environments. Known for strong leadership, commercial acumen, and a consultative approach.Holds an MBA from London Business School and an undergraduate degree from the University of St Andrews.
Priyesh Ranmal
Sky
Head of Transformation
Award-winning digital leader with 25 years of experience driving enterprise-wide digital transformation in multinational, high-growth environments.
Proven in transforming traditional businesses into digitally enabled, product-led, customer-centric organisations that achieve scalable and sustained growth through innovation.
Expert in identifying new revenue streams, reducing cost to serve & accelerating time-to-market, by integrating digital technologies & platforms, leveraging data, and driving personalisation in online/offline channels to enhance CX.
Highly credible in E2E propositions, product development, omnichannel exploration & skilled in leading high-performing internal and external teams. whilst procuring agencies & external partners to accelerate business objectives.
A history of success in strategy, product vision, PoCs & prototyping to product roadmap execution. Delivering a competitive advantage through measurable outcomes by leading cross-functional teams in digital product, UX & UI, insights & data and experimentation to drive innovation and customer value
Melanie Fischer
Xero
Director, Customer Experience - UK & EMEA
Melanie is a CX-centric Director with 20+ years’ experience embedding cultures of continuous improvement to optimise customer acquisition, satisfaction, and retention. She is passionate about maintaining high service efficiency and quality levels by championing customer success, Voice of Customer (VoC) implementation, complaints handling, and transparent communications.
Melanie is currently the CX Director at Xero for UK & EMEA (global accounting software company) and has prior experience at retailers such as Waitrose, Post Office and Tesco.
Areas of expertise include:
- major change and transformation
- leading large business units and teams
- strategy development and implementation
- stakeholder engagement including trade union relations
15:10 - 15:30
Customer Contact
Financial Times Case Study: Elevating Customer Care: A Shift From Service Layer to Strategic Enabler
Case Study
Customer Care is often seen as a reactive service layer, but at the Financial Times we’ve been transforming it into a strategic function that drives measurable impact. In this session, I’ll share how introducing new contact channels and AI has improved CSAT, reduced transactional volume, and strengthened commercial outcomes. I’ll walk through the key phases of our journey, from securing strategic investment to partnering with Product & Technology, and show how these changes have elevated Customer Care to influence both service and revenue.
Speaker:
Emma Newell
Financial Times
Head of Operations, Customer Care
I am passionate about delivering exceptional customer service and promoting the powerful impact and commercial benefits it enables.
My experience has seen me transform customer care support and build high performing teams from the ground up, which have a direct positive impact on customer experience and growth. As such I have developed strong interpersonal and leadership skills that can be applied to developing strategies that people and teams can get behind in order to positively impact and transforming customer and employee experience.
15:30 - 15:50
Customer Contact
From Buzz to Breakthrough — Driving 300% Productivity with AI Agents
Presentation
AI is everywhere, but many CX leaders get stuck in FOMO-mode or fear-mode - worried about data security, complexity, or making the wrong move.
The reality? Getting started is simpler than it looks.By analysing customer conversations, leaders can uncover exactly where to focus and then deploy AI agents that fix what matters most.
Join Sarel Roets, CEO of Trusst AI, with one of their customers Lendi, as they share how harnessing conversation data drove 300% productivity gains - and why the smartest AI strategies begin with clarity, not complexity.
Speaker:
Sarel Roots
Trusst AI
CEO
15:50 - 16:10
Customer Contact
Automation in Action: Building Intelligent, Connected Customer Journeys
Panel Discussion
Automation is reshaping the way organisations engage with customers — but true impact comes from more than just efficiency. As journeys span multiple touchpoints, the challenge lies in designing automated experiences that are consistent, responsive and respectful of customer choice. In this session, contact leaders explore how to connect the dots across channels, use behaviour-driven insight to shape engagement, and strike the right balance between proactive service and personal control.
What to expect:
- What effective cross-channel automation looks like in real world settings
- Using automation to ensure consistent next steps and follow-up across platforms
- How customer behaviour and preference inform automation design
- Balancing proactive outreach with respect for customer control and channel choice
Speakers:
Daniel Bakh
Fullview
CEO & Co-Founder
Zeke Zhiqian Wu
Nissan Motor Corporation
Global CRM Program Manager
• 13 years’ experience in maximizing the value of CRM, data, and AI technologies in sales and customer communication to improve revenue, conversion, and operational efficiency.
• Initiate and manage global change to ensure technology value realization by aligning strategic objectives, identifying high-impact use cases, leveraging data insights, and applying AI solutions.
• Skilled in managing stakeholders at all levels, including senior leadership and partners, ensuring clarity, adoption, and measurable business outcomes.
Emma Newell
Financial Times
Head of Operations, Customer Care
I am passionate about delivering exceptional customer service and promoting the powerful impact and commercial benefits it enables.
My experience has seen me transform customer care support and build high performing teams from the ground up, which have a direct positive impact on customer experience and growth. As such I have developed strong interpersonal and leadership skills that can be applied to developing strategies that people and teams can get behind in order to positively impact and transforming customer and employee experience.
16:10 - 16:40
Customer Contact
Coffee & Networking
Break
16:40 - 17:00
Customer Contact
Intelligent Connections: Vanguard & Invoca's Blueprint for High-Value Customer Engagement
Presentation
In today's complex digital landscape, understanding and optimising every customer interaction is paramount. Join Vanguard, a leading investment management company, and Invoca, the leader in conversation intelligence, as they share their innovative approach to transforming customer journeys in the UK. This session will reveal how Vanguard is leveraging Invoca's powerful analytics to intelligently segment and route calls, effectively reducing "low/no value" call volumes by guiding customers to efficient digital self-service options. Discover how they are planning to enhance the customer experience for "high-value" callers by ensuring they connect with the right experts, faster. Learn practical strategies for improving operational efficiency, boosting digital adoption, and delivering a superior, personalised customer experience that drives both business value and customer loyalty.
Speakers:
Tom Miller
Invoca
Senior Director, Customer Success
Josh Lambert
Vanguard
Product Lead
17:00 - 17:20
Customer Contact
Landmark Information Group Case Study: When Tech and Service Align for Success
Case Study
Hear about Landmark Information Group's journey to unify it's tech. Discover how the design is being led by the customer facing teams, pivoting on previous design principles. Understand the impact of unification and the opportunities it offers for us as a business, as well as the improved opportunities it provides our customers.
Speaker:
Helen Luty
Landmark Information Group
Head of Customer Experience
Helen has over 20 years of Customer Service Leadership experience across a variety of B2B and B2C businesses. As Head of Customer Experience for Landmark Information Group, Helen covers service, support and success across a variety of Landmark brands, building and improving processes to ensure Landmark are easy to do business with, that focus on positive outcomes, that seek and learn from feedback and that look to the ever-evolving
needs of customers.
Helen’s passion for making a difference, cascades throughout the CX Teams and has resulted in high engagement scores and as we all know…engaged and happy teams mean engaged and happy customers.
Helen has been named in the CXM Stars Top 25 Professionals 2024 and 2025, Was awarded CX Professional of the Year at the UKCXA23, Customer Service Professional at the UK Customer Satisfaction Awards 2023 and her team won Best B2B Customer Experience at UKCXA24 and Best Use of Customer Insight at the Engage Awards 2024.
17:20 - 17:40
Customer Contact
Smarter Support: The Role of Virtual Assistants and Technology Integration in Modern Service
Panel Discussion
Virtual assistants are becoming an integral part of customer contact — but their true value depends on where and how they are deployed. From selecting the right use cases to tracking real impact, contact leaders must balance innovation with integration. In this session, we explore how virtual assistants are evolving with generative AI, what makes them effective in real-world service environments, and how technology integration supports broader customer and operational goals.
What to expect:
- Choosing the right tasks and journeys for virtual assistant automation
- How generative AI is reshaping virtual assistants and customer interactions
- The metrics that matter when measuring assistant performance
- Aligning tech integration with customer experience and business priorities
Speaker:
Kai Bentley-Grey
DFS
Senior Technology Business Partner - Customer
17:40 - 19:00
Customer Contact
The Night Summit
The Night Summit
09:00 - 09:05
Customer Experience Management
Chair's Opening Remarks
Introduction
Welcome to the CX Management stage, hosted by Brian Manusama, Executive Partner at Actionary. With a distinguished background as a Gartner analyst, successful tech entrepreneur, and Chief Strategy Officer for leading digital companies, Brian stands at the forefront of customer experience innovation. Guided by his expertise in leveraging AI, data-driven strategy, and digital transformation, today’s sessions will explore how next-generation CX management delivers impact at scale. Under Brian's guidance, we’ll dive into practical strategies for breaking silos, embedding customer-centric thinking, and aligning technology with business goals - empowering your teams to deliver consistent, proactive, and measurable value throughout the customer journey.
Speaker:
Brian Manusama
Actionary
Executive Partner
09:05 - 09:25
Customer Experience Management
Framing Societal Trends Through the Lens of Customer Experience
Presentation
Whether it's the aging global population, the rise of the experience economy or the ever-evolving and sophisticated fraud and cybersecurity landscape, big societal trends are having an acute effect on CX, the way we engage with customers and the role of the contact centre. Leigh will talk through some of the key trends and how they're changing customer contact.
Speaker:
Leigh Hopwood
CCMA
CEO
As Chartered Marketer and Honorary Fellow of the Chartered Institute of Marketing, Leigh joined the Board of the CIM in 2014, becoming Chair for three years in 2016 where she led a transformation of the organisation across culture, governance and customer experience, turning significant losses into three consecutive years of profit. She continues to give back to this community and is a Trustee on the CIM Benevolent Fund.
For the last 25 years Leigh has been helping organisations develop their marketing capability. Having led marketing functions for IT companies specialising in niche markets, she has spent time as a business advisor and a marketing coach supporting marketing professionals at all levels.
09:25 - 09:45
Customer Experience Management
A New Paradigm for Customer Engagement
Presentation
We’ve all felt the difference — when service is fast, personal and effortless… and when it’s not. But what’s behind that experience? Is it the technology, the people, the brand — or something deeper?
Speaker:
Gillian Chamberlain
Capita
Managing Director UK and Ireland
09:45 - 10:05
Customer Experience Management
Beyond the CX Team: Embedding Experience-Led Engagement Across the Business
Panel Discussion
Customer experience management is no longer just about processes and metrics, it’s about shaping how the entire organisation shows up for its customers. As expectations evolve and engagement becomes more complex, the role of CX leaders is shifting from functional oversight to cultural influence. In this session, we explore how to turn CX into a shared mindset, align efforts with real customer needs, and embed experience principles across every team.
What to expect:
- How CX leadership is evolving in a multi-channel, expectation-driven world
- Turning CX into a shared responsibility across the organisation
- Ensuring engagement strategies reflect genuine customer insight
- The core CX principles that can elevate engagement at every level
Speakers:
Christina Liciaga
Brixton House
Global Customer & Strategy Leader | Venture & Board Advisor
During sixteen years at HSBC she held successive C‑suite mandates—including Head of Asia Wealth Distribution, Head of Customer Service for HSBC, M&S and John Lewis Financial Services, European Head of Customer & Products and Global Head of Wealth Propositions. She has launched award‑winning ventures such as Jade by HSBC Premier (her innovative HNW proposition launched in seven markets, which grew to a multi‑billion‑dollar HNW portfolio) and Global Money for Expats (a multi‑currency platform that now has over one‑million users). She steered digital‑innovation programmes, built high‑performance teams in heavily regulated markets and co‑founded the Black Leaders Action & Advisory Council, embedding systemic inclusion at scale.
Tamara Kartoziia
AUTODOC
Senior Service Designer & Customer Experience Architect
Mark Croucher
P&O Cruises
Director Guest Journeys and Planning
Luke Atkins
Front
Customer Support Lead, EMEA
10:05 - 10:45
Customer Experience Management
Coffee & Networking
Break
10:45 - 11:05
Customer Experience Management
E.ON Next Case Study: How to use CX as your Growth Engine
Case Study
In the age of the experience economy, where the value of an experience can create a differentiator in the market, it becomes even more important to start operationalising CX and using it as a growth engine for your business. Join this session to go through a CX-driven operating model that enables experience led growth to happen.
Speaker:
Abdul Khaled
E.ON
Head of Digital Customer Experience
11:05 - 11:25
Customer Experience Management
The Myth of Customer Feedback
Presentation
We’re living in an epidemic of feedback requests, being asked to rate and recommend toilets, bins, and how much we enjoy Microsoft Teams (spoiler: we don’t). What customers tell us they will do and what they actually do are often two completely different things. And it’s only by understanding what really matters to customers that organisations can keep earning customer decisions in their favour.
John Sills, managing partner at The Foundation and award-winning author, busts the myth of feedback and reveals the secret to uncovering what really matters to your customers.
Speaker:
John Sills
The Foundation
Managing Partner
John Sills is Managing Partner at the customer-led growth company, The Foundation, and author of the award-winning leadership book, 'The Human Experience'. 25 years ago, he started his career on a market stall in Essex, and since then has worked in and with companies around the world to make things better for customers. He’s been in front-line teams delivering the experience, innovation teams designing the propositions, and global HQ teams creating the strategy. He’s been a bank manager during the financial crisis (not fun), launched a mobile app to millions of people (very fun), and regularly visits strangers’ houses to ask very personal questions (incredible fun). He now works with companies across industries and around the world, and before joining The Foundation spent twelve years at HSBC, latterly as Head of Customer Innovation.
11:25 - 11:45
Customer Experience Management
Embedding Customer Centricity: Turning Values into Everyday Practice
Panel Discussion
Customer centricity cannot be achieved through leadership vision alone - it must be reflected in the habits, decisions and experiences shaped across the entire organisation. This session explores how businesses are shifting away from product- or process-led thinking, aligning employee experience with customer outcomes, and adapting incentives to reinforce customer-first behaviours at every level.
What to expect:
- Making cultural change stick beyond leadership teams
- Practical steps to move from product-led to experience-led ways of working
- The link between employee experience and consistent customer outcomes
- How metrics and incentives are evolving to support customer-centric goals
Speakers:
Emma DeSena
London Marathon Events
Head of Customer Engagement
Emma DeSena is a customer engagement leader with over 25 years’ experience across the travel, fashion, hospitality and events industries, having worked with both challenger brands and customer-first organisations. She is currently Head of Customer Engagement at London Marathon Events, where she is leading a large-scale transformation to overhaul how the organisation supports participants across some of the UK’s most iconic mass participation events.
Emma’s work blends innovation with inclusive, human-centred design - driving a customer-first culture through smarter use of data, automation, personalisation and self-service. Her strategy focuses on transforming operational delivery while embedding empathy, accessibility and continuous improvement at every stage of the journey.
A proud neurodivergent leader, Emma is passionate about building emotionally intelligent services that adapt to the diverse needs of all participants - current and future.
Moritz Wolf
HP
Global Head of CRM CoE – Data, Intelligence & Operations
I lead customer transformations that scale - whether building from the ground up in fast-growth environments or evolving enterprise-wide models for global impact. I place customer value at the heart of business management.
Verity Mercer
Renault
Head of Customer Experience and Quality
James Farnhill
Creatio
Sales Director, Financial Services - Western Europe
11:50 - 12:10
Customer Experience Management
Measuring and Improving Customer Outcomes: In Conversation with Rebecca Brooks-Daw, Head of Group Customer Experience at The AA
Interview
Join this exclusive interview with Rebecca to discover how tracking customer outcomes acts as a powerful bridge linking brand promise, business goals, and genuine customer needs. By focusing on the real impact your organisation has on customers, you create deeper, longer-lasting relationships that not only build loyalty but also drive profitability.
Speaker:
Rebecca Brooks -Daw
The AA
Head of Group Customer Experience
I really see CX as a mindset and not a role, it’s a profession full of people people and I am definitely a people person, I think all CX people are, and that’s the bit I most love about my job; creating, maintaining and improving the experiences and interactions that we (people) have with brands. The other super important part of CX that I love, is its importance within the commercial sustainability of a business.
My mantra is "constantly strive to deliver a consistently excellent experience". People want brands, products and services they can depend on and trust.
I use a wide variety of CX techniques to drive acquisition, value and retention; customer listening, analysis and interpretation of insight, stakeholder engagement, customer journey mapping, embedding customer outcome metrics, effective governance, strong business case development and encouraging customer centricity through cultural change.
12:10 - 12:30
Customer Experience Management
Transforming Customer Outcomes: Unlocking the Power of AI for Measurable Impact
Presentation
Measuring customer success is just the beginning. The real opportunity is using AI to turn data into measurable impact—smarter decisions, personalised experiences, and outcomes you can prove. Join us for an engaging session with real-world stories showing how AI is reshaping customer service: helping teams work faster, respond better, and move the metrics that matter. Get ready to unlock the full potential of your data and transform the way you serve your customers!
Speaker:
Matthias Goehler
Zendesk
Chief Technology Officer, EMEA
Matthias has more than 20 years of experience in technology and SaaS industries. He joined Zendesk from SAP where he spent the last 10+ years in their Customer Experience practice building up an industry portfolio for Customer Experience. Prior to SAP, Matthias worked with Gemini Consulting with their strategy practice.
12:30 - 12:50
Customer Experience Management
From Feedback to Forward Motion: Turning Insight into Improvement
Panel Discussion
In a world awash with data, it’s never been easier to measure — yet harder to know what truly matters. As expectations evolve, leading organisations are rethinking how they define, track, and improve customer outcomes. This session will explore how to move beyond vanity metrics and KPIs to focus on what genuinely drives loyalty, satisfaction, and long-term value.
What to expect:
- Approaches to measuring outcomes that matter to both customers and the business
- How to link customer data to actionable insight and measurable improvement
- Strategies for continuous improvement in the customer journey
Speakers:
Hannah Ratcliffe-Barnes
HSBC
Social Media Lead
I'm passionate about authenticity - in leadership, communication, and in how we show up for customers.
Chris Thomson
Treasure Data
Account Director
Gabriel Ross
Homeprotect Home Insurance
Head of Customer Strategy
Gabriel is passionate about championing customer experiences that rival the best in any industry, recognising that consumer expectations are shaped far beyond insurance and financial services. He believes in empowering Customer Experience teams as catalysts for tangible change and is committed to reshaping the public perception of insurance, so customers not only trust their insurer but know they are truly on their side.
12:50 - 14:05
Customer Experience Management
Lunch & Networking
Break
14:05 - 14:25
Customer Experience Management
Silverfin Case Study: Your Customer Journey, Their Way - Be the Compass, Not the Map
Case Study
Most customer journeys are built around internal checkpoints- not the customers progress.
In this session we will challenge the traditional 'customer journey' approach, exploring how we can rebuild that around the experience and outcomes that your customers actually care about and delivering success for both you and your customer in the process.
Speaker:
Aleisha Hales
Silverfin
Head of Customer Success UK & Growth Markets
14:25 - 14:45
Customer Experience Management
Driving Differentiation Through a Focus on the Human Experience
Presentation
Discover why putting humans at the heart of strategy drives real impact. This session shares stories from brands like Aegon, Specsavers, and Allianz, and explores how human experience (HX) tools—from surveys to online communities—help organizations see the bigger picture and stand out.
Speaker:
Simon Fraser
InMoment
VP, Insights & Consulting
14:45 - 15:05
Customer Experience Management
Making the Map Matter: Aligning Teams and Driving Improvement
Panel Discussion
Customer journey mapping has become a standard CX practice - but the real challenge lies in turning insight into action. In this session, CX leaders explore how to spot the signs that a journey is falling short, where to begin with meaningful redesign, and how to align teams around end-to-end thinking rather than isolated touchpoints. The conversation will focus on turning journey optimisation into a continuous, business-wide practice that delivers measurable improvements.
What to expect:
- Spotting underperforming journeys and prioritising the right changes
- Where to begin when rethinking a customer journey
- Making journey mapping an actionable, ongoing discipline
- Aligning internal teams around full journeys, not just individual interactions
Speakers:
Mark Clydesdale
Tap CXM
Head of Strategic Consulting
Oliver Parsons
Lloyds Banking Group
Head of Ecosystems, Customer Propositions
Oliver leads a proposition team at Lloyds Banking Group, building digital ecosystems that better serve customers by supporting them through contextually relevant customer journeys that help present the right solution at the right time, to help them better achieve their day to day needs. He is a digitally proficient leader with a passion for delivering insight driven business and customer outcomes, with expertise in delivering customer centric propositions; new products; marketing communications; and business improvement through multiple methodologies.
15:10 - 15:30
Customer Experience Management
Successful CX Strategies in a Modern World: In Conversation with Lucie Child, Head of Customer, Transport for Greater Manchester
Interview
In this interview, Lucie will share her insights on what it takes to build and sustain successful customer experience strategies in today’s complex and ever-evolving landscape. With insights gained from a wide-ranging professional journey across sectors, Lucie explores how organisations can stay relevant by truly listening to their customers, embracing innovation, and embedding a customer-first mindset across every touchpoint. Whether you're just starting your CX journey or looking to elevate your strategy, this conversation will offer fresh perspectives and real-world inspiration.
Speaker:
Lucie Child
The Very Group
Strategy Lead, Customer Care
Lucie is the Head of Strategy, Planning & Control for Customer Care at The Very Group, a multi-brand online retailer and financial services provider in the United Kingdom and Ireland whose purpose is to help families get more out of life. Lucie is a relative late-comer to the contact centre industry, having made the leap 5 years ago after a 20 year ‘squiggly career’ in customer insight & marketing. She has never looked back and feels she has finally found the place she was always meant to be. Consequently, Lucie is passionate about spreading the word about what a brilliant place to work contact centres are and the fantastic career opportunities available. Lucie chairs the Diversity, Equity & Inclusion Special Interest Group for the CCMA and is also a judge for several customer service & contact centre awards programmes.
15:30 - 15:50
Customer Experience Management
Successful CXM Strategies in a Digital Era
Presentation
In today’s fast-paced digital landscape, customer expectations are evolving faster than ever. In this session explore the core components of successful Customer Experience Management (CXM) strategies that meet the demands of modern consumers. Attendees will learn how to leverage digital tools, data-driven insights, and omnichannel engagement to create seamless, personalized customer journeys.
Key takeaways include:
- Identifying customer touchpoints that drive loyalty and retention
- Harnessing AI and automation to scale personalized experiences
- Breaking down organizational silos to ensure consistency across channels
- Measuring success with the right CXM metrics
Speaker:
Grace Bucksey
Nextiva
Enterprise Account Executive
15:50 - 16:10
Customer Experience Management
Leading CXM in a Digital-First World: Strategy, Mindset and Measurable Impact
Panel Discussion
In today’s fast-moving digital landscape, successful customer experience management requires more than good intentions, it demands strategic clarity, cultural alignment and a balance between innovation and human connection. This session explores what sets strong CXM strategies apart, how organisations are adapting their priorities, and how to recognise when your approach is truly delivering results.
What to expect:
- Key elements of effective CXM strategy in a changing digital environment
- Shifting mindsets to improve customer experience across platforms
- Balancing digital innovation with consistent, human touchpoints
- How to measure the real impact of your CXM efforts
Speakers:
Brian Reijngoud
Deepdesk
VP of Sales
Aswin Peter
Centrica
Senior Product Lead - Customer Experience and Product Strategy
Phil Payne
Bidvest Noonann
Director of IT Customer Experience
What drives me is simple: creating a positive experience with IT. Whether it's the people delivering the service or the technology itself, I believe every interaction should be a positive one.
This matters more than ever today. The technology people use at home is often more advanced and intuitive than what they encounter at work. That’s a complete reversal from when I started out—back then, going to work felt like stepping into the future. Now, it can feel like stepping back in time.
That’s the challenge—and the opportunity—I’m passionate about: closing that gap and making workplace IT not just functional, but genuinely enjoyable to use
16:10 - 16:40
Customer Experience Management
Coffee & Networking
Break
16:40 - 17:00
Customer Experience Management
Emotive CX: Taking your CX further
Presentation
What happens when you blend empathy with efficiency? Discover how we helped a luxury brand reimagine their customer experience.
Hosted by Siobhain Goodall, Senior Client Executive, Ventrica, our fireside chat will explore how we help organisations from light-touch digital to full digital transformation.
Speaker:
Siobhain Goodall
Ventrica
Senior Client Executive
17:00 - 17:20
Customer Experience Management
London Borough of Camden Case Study: Innovation through Insight: From Data to Delight
Case Study
Phil and Emily will discuss the way in which they have harnessed the voice of the customer to bring meaningful change to citizen journeys in Camden, and how data underpinned a council wide programme of citizen experience.
Speakers:
Phil Quickenden
London Borough of Camden
Head of Customer and Registration Services
passionately believes that technology and channel choice are valuable tools to support the real stars of the contact centre, the agents who answer the calls.
In his current role as the Head of Customer & Registration Services at the London Borough of Camden Phil is exploring how technology can enhance and develop a new kind of super-agent, equipped with digital skills and expertise which empower customers to play a greater role in their own journey. A self-confessed data geek, Phil believes that through unlocking the intelligence of the contact centre, organisations can move their understanding of the customers they serve to a whole new level, which in the public sector, means changing lives.
Emily Hilman
London Borough of Camden
Performance and Improvement Manager
17:20 - 17:40
Customer Experience Management
From Listening to Action: Making the Voice of the Customer Count
Panel Discussion
Gathering feedback is one thing, making it matter is another. A strong Voice of the Customer programme should influence decisions, drive improvements, and show customers that their input leads to real change. In this session, leaders share how they’re moving from data collection to meaningful insight, embedding the customer voice across the business, and using technology to scale and sustain their efforts.
What to expect:
- Capturing feedback that leads to action, not just reporting
- Embedding customer insight into day-to-day decisions
- Closing the loop and demonstrating that feedback drives change
- Using technology to support and scale VoC programmes
Speakers:
Raj Khalid
Regal Cineworld Group
Customer Experience Manager
Clarissa Valiquette
AAT
Director Customer Experience
17:40 - 19:00
Customer Experience Management
The Night Summit
The Night Summit
09:00 - 09:05
Data, Insights and Analytics
Chair's Opening Remarks
Introduction
Welcome to the Data Insight & Analytics stage, hosted by Gerry Brown, Chief Customer Officer at The Customer Lifeguard. As a longtime champion of customer advocacy and service excellence, Gerry will set the tone for a day focused on harnessing data to drive value and meaningful impact. Today’s sessions will explore how leading organisations translate customer data into actionable insights - empowering teams to make smarter decisions, anticipate needs, and deliver experiences that truly resonate with customers and employees alike. Expect forward-thinking strategies, practical examples, and candid conversations, as Gerry guides us through what it really takes to put data at the centre of your engagement strategy.
Speaker:
Gerry Brown
Customer Lifeguard
Chief Customer Officer
09:05 - 09:25
Data, Insights and Analytics
From We to Me: How Trust Impacts the Future of Brand Engagement
Presentation
As trust in institutions erodes, people are increasingly looking to brands for stability and connection. The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me shows that trust rivals cost and quality in driving consumer choice. In this fireside chat, Suzy Socker, Managing Director, Brand, will explore how economic pressures, cultural expectations, and AI-driven discovery are reshaping brand relationships, and why silence is no longer a safe strategy.
Speaker:
Suzy Socker
Edelman
Managing Director Brand
Suzy brings over two decades of global communications experience, having collaborated with renowned consumer brands such as Procter & Gamble, Unilever, Johnson & Johnson, Disney, and Marks & Spencer. A passionate advocate for retail and FMCG brands, Suzy is dedicated to building brands differently by combining innovation with impact. Her expertise lies in leading integrated teams and harnessing the power of earned media to create compelling narratives that drive results.
Notable career highlights include crafting and executing the communications strategy for BAA Retail during the opening of Heathrow Terminal 5, overseeing global communications for Hugo Boss Fragrances, and managing backstage content for Wella Professionals at Fashion Week around the world. Closer to home, Suzy has led data-driven editorial campaigns for eBay, challenged the UK to embrace a plant-based lifestyle with Flora, and directed beauty campaigns for Johnson & Johnson.
Prior to joining the team, Suzy served as Head of Brand at M&C Saatchi Talk, where she led a 15-person team across global and UK accounts. Her previous experience also includes senior roles at Ketchum, Iris, and Halpern. Full of energy and enthusiasm for the communications industry, Suzy describes herself as a “hustler” when it comes to delivering client growth, and thrives when immersed in strategic planning and creative execution.
09:25 - 09:45
Data, Insights and Analytics
Bring back the Human Touch in Communities with AI
Presentation
As AI transforms our digital landscape, communities risk becoming ghost towns. But what if AI could not only prevent this, but actively regenerate the human connection that truly fuels our most valuable communities? Discover how we can bring back the human touch, powered by AI.
Speaker:
Thibault Bridel-Bertomeu
Khoros
Chief AI Officer
09:45 - 10:05
Data, Insights and Analytics
Real-Time Data, Real Results: Using Analytics to Enhance Engagement
Panel Discussion
As customer expectations for instant, relevant interactions continue to rise, real-time data analytics is becoming an essential capability. This session explores how organisations are capturing, interpreting, and acting on customer data in the moment to improve engagement, loyalty and satisfaction. From powering personalisation to informing live decision-making, we’ll look at what it takes to turn real-time insight into competitive advantage.
What to expect:
- How real-time analytics is reshaping customer engagement strategies
- Using live data to personalise interactions and inform decisions instantly
- Overcoming operational and technological barriers to real-time insight
- Measuring the business impact of faster, data-driven engagement
Speakers:
Malory Beaham-Powell
WeWork
Senior Manager, SaaS Customer Success
Anshul Garg
Maersk
Senior Data Product Owner
Over 15 years of diversified experience across retail, marketplaces, telecom, and supply chain logistics. Specializing in Data & Analytics, data product management, and the application of ML and AI for business operations.
10:05 - 10:45
Data, Insights and Analytics
Coffee & Networking
Break
10:45 - 11:05
Data, Insights and Analytics
Great British Railways Transition Team (GBRTT) Case Study: The Rail Customer Experience Survey
Case Study
The Rail Customer Experience Survey launched in July 2025, after years of collaborative development within the rail industry.
It has been designed for an open data railway, and is available as an open API. It also daws in multiple external datasets to enrich the insights it provides.
Come along to the session to see how this rich dataset can provide insight on how satisfaction is impacted by delay, see some maps of customer sentiment, and find out what the nation's favourite train is!
Speaker:
David Bellinger
Great British Railways Transition Team (GBRTT)
Head of Insight
11:25 - 11:45
Data, Insights and Analytics
From Fragmented to Connected: Building a Unified Customer Data Strategy
Panel Discussion
Customers interact with brands across a wide range of channels, from digital and in-store to contact centres and mobile apps. But turning this wealth of touchpoint data into a single, coherent view is no small task. This session explores how organisations are tackling data silos, building unified customer profiles, and using connected insights to drive more joined-up and effective engagement strategies.
What to expect:
- Strategies for unifying data across marketing, service, digital and in-person channels
- How integrated data improves decision-making and customer experience
- Common challenges in data integration - and how to overcome them
- The role of technology, teams and governance in building a complete customer view
Speaker:
John Lewis
Wiley
Director of Customer Experience, Research, & Insights
John S. Lewis is the Director of Customer Experience, Research, and Insights at Wiley, a global leader in research and learning publishing. In this role, he leads a team dedicated to fostering a customer-centric culture through data-driven insights and strategic research.
With over 15 years of experience in positions focused on customer experience and research, John has collaborated with some of the leading companies in telecommunications, education, healthcare, and financial services, both on the corporate and vendor sides. Throughout his career, he has transformed customer listening programs, implemented organisational customer experience strategies, and built high-performing Customer Experience (CX) and Insights teams. Recognised for his insights-led leadership style and expertise in storytelling with data, John specialises in leveraging technology and customer insights to enhance organisational capabilities, improve the customer experience, and drive business performance.
11:50 - 12:10
Data, Insights and Analytics
Utility Warehouse Case Study: Reimagining Digital Experience – Our Data-Driven Customer Journey
Case Study
Utility Warehouse has transformed its digital experience by putting customer needs and feedback at the centre of company-wide innovation. From resetting its vision to rolling out new channels like WhatsApp chat and integrating design thinking, UW has made continuous improvement a core principle - rapidly learning from both successes and setbacks, such as the mixed response to chatbot integration. By empowering teams with new digital and data skills, embedding experimental approaches, and refining journeys based on real insights, UW delivers more seamless, responsive, and personalised service - demonstrating how digital strategy rooted in genuine understanding becomes a driver for lasting engagement and operational excellence.
Speaker:
Lee Courtney
Utility Warehouse
Head of UX
12:10 - 12:30
Data, Insights and Analytics
Unlocking Deeper CX Insights for Competitive Advantage powered by enhanced signals and AI analytics
Presentation
Data insight and analytics are crucial for modern CX programs to thrive. They involve the process of collecting, processing, and analyzing raw data to extract meaningful patterns, trends, and knowledge. This information then informs strategic decision-making, leading to the right actions being taken resulting in improved performance, business outcomes and competitive advantage.With the enhancements in artificial intelligence and machine learning, organizations can process vast amounts of customer feedback and operational data. This allows for a deeper and faster understanding of insights compared to traditional methods.In this session (Medallia and NTT) we will explore how CX programs are maximizing more data sources to provide a wider more comprehensive view of customer experiences, and how using AI powered analytics to support deeper understanding and speed to insight.
Speakers:
Eleanor Telling
Medallia
Senior Director Experience Advisory
Andy Shiers
NTT DATA, Inc.
Director, Client Experience
Andy’s career began in Marketing, where he held roles for 15 years in the B2B tech sector before moving into the world of Customer Experience in 2016.
His passion for CX grew as he learnt more about Operational CX Management, earning his CCXP qualification in 2018.
Andy joined NTT in 2019 to help establish and lead their ‘Voice of our Client’ programme, marking his first opportunity to work with Medallia. 20 feedback programmes and 200,000 survey responses later, NTT has evolved into ‘NTT DATA, Inc.’ and now has more of a focus on CX than ever before, with senior sponsorship from top-level executives and a clear CX Strategy with well-defined goals.
A native Mancunian, Andy lives in London with his young family and in his spare time enjoys DJing, running, teaching spin classes and geeking out over Fantasy Football
12:30 - 12:50
Data, Insights and Analytics
From Data to Design: Optimising Customer Journeys That Deliver
Panel Discussion
Customer journey design is most powerful when shaped by real insight. This session explores how organisations are using data to optimise journeys that are not only seamless, but meaningful, for both the customer and the business. From pinpointing friction to guiding cross-functional improvements, panellists will discuss how insight is turning journey design into a driver of measurable results.
What to expect:
- How data helps uncover what’s working, and what’s not, across the customer journey
- Using insight to guide practical improvements, not just theory
- Aligning teams around shared journey goals and customer outcomes
- Measuring the real impact of journey optimisation
Speakers:
Allison Coucher
Sky
Head of Business Services
Technology excites me and I am passionate about ensuring that tech helps provide the best PX which then leads to a great CX for Sky's Business customers.
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Carl McCartney
Les Mills
Global Sales Enablement Director (Global Markets)
Carl McCartney is the Global Sales Enablement Director at Les Mills International, where he champions the link between customer experience and sales performance. With over a decade of leadership across sales and customer-facing teams, Carl has built a career on helping organisations turn exceptional experiences into lasting commercial results.
He leads global initiatives that equip sales teams to deliver value at every stage of the customer journey, blending data-driven insight with practical enablement. His programmes span sales training, customer success, negotiation, and leadership development — all designed to drive growth while keeping the customer at the heart.
A regular keynote speaker and panel host, Carl is passionate about how innovation and emotional intelligence can enhance both employee and customer experience, shaping the future of high-performing organisations.
Maurice Gonzenbach
Caplena
Co-Founder & Co-CEO
12:50 - 14:05
Data, Insights and Analytics
Lunch & Networking
Break
14:05 - 14:25
Data, Insights and Analytics
Beyond Satisfaction: Redefining Customer Delight at Porsche
Case Study
Rethinking Metrics: Discover why traditional satisfaction scores no longer align with Porsche’s vision for excellence and how they are redefining success in customer experience.
Tech-Driven Transformation: Learn how Porsche built a cutting-edge feedback ecosystem that captures real-time insights across the entire customer journey.
Branded Research as Experience: See how customer centricity shapes every touchpoint, turning research into a brand-building experience that inspires loyalty and emotional connection.
Speaker:
Jana Kreissig
Porsche AG
Customer Research & Insights Expert
14:25 - 14:45
Data, Insights and Analytics
Allianz Case Study: Unlocking Digital Engagement and Retention With Behavioral Science: What Really Works
Case Study
Discover how Allianz’s behavioural economics team is driving real change through practical applications and measurable results. This session will share concrete examples of their work, offering insights into the strategies, outcomes, and lessons that can be applied in any organisation.
Speaker:
Adam Flitton
Allianz
Principal Behavioural Scientist
14:45 - 15:05
Data, Insights and Analytics
The Future in Focus: Using Behavioural Insights to Drive Engagement
Panel Discussion
- How customer insights are helping organisations stay ahead of expectations
- Using behavioural data to tailor and prioritise customer interactions
- Addressing data quality and technology hurdles
- Measuring the ROI and engagement outcomes driven by customer insights
Speakers:
Sakina Mirza
British Airways
Senior Commercial Strategy Analyst
Sakina Mirza is a Senior Commercial Strategy Analyst at British Airways, where she leverages data-driven insights to guide strategic decisions. She brings expertise at the intersection of data, business strategy, and customer experience.
Her career reflects a passion for translating complex data into actionable strategies. She has a proven track record in building robust statistical models, driving innovation, and solving unique business challenges through predictive analytics.
Beyond her corporate role, Sakina is actively engaged in mentoring and social impact initiatives, volunteering with organizations focused on economic empowerment and poverty alleviation.
At the Customer Engagement Summit, she brings her perspective on how predictive analytics can unlock smarter, more meaningful interactions with customers while balancing innovation and responsibility.
Nicola Adcock
Defence Science and Technology Laboratory (dstl)
Customer Experience Lead
Nicola is a Customer Experience Leader who has 15 years of experience designing and improving services to meet the needs of their users. Her background is in public services and she understands the unique balance of customer requirement and public interest that exists within this sector.
Nicola has most recently established a customer focus approach which brings insights, experience and engagement together to provide a holistic change and improvement programme.
Nicola’s skills and expertise include; managing customer facing teams, designing services and service structures, embedding KPIs and data analytics, developing and embedding customer experience strategy, co-ordinating cross functional activities that lead to customer success.
15:10 - 15:30
Data, Insights and Analytics
AutoTrader Case Study: Reframing Electric Vehicle Adoption and Myth Busting
Case Study
There is legislation in place to ban the sale on new internal combustion engine cars in 2030. in 2030 the only new cars you will be able to buy will be Electric.
...but fewer than 20% of the new cars registered today are Electric. How do we persuade the masses to adopt this new technology?
Join me to see how reframing the problem could help retailers overcome objections and help meet the targets set by the government and keep our automotive industry thriving.
Speaker:
Nick King
AutoTrader
Insights Director
Nick joined Auto Trader in January 2007 running Business Intelligence and in 2010 built the retailer insight team running master classes and webinars. He also makes short films to evangelise about data and Insight and speaks regularly at conferences in Europe, Canada and North America.
Nick is also a visiting lecturer in consumer psychology at Anglia Ruskin University, Cambridge.
After graduating from Loughborough in 1986 , Nick spent years in advertising and planning at Dorlands and Lintas, was a guitarist with Great Northern Electrics, a publisher on HiFi magazines at Petersen/EMAP and a research Director at Media agency Carat/Difiniti responsible for a team of researchers advising a range of Blue-chip clients on the development of their marketing and communications strategies in the Digital arena.
15:30 - 15:50
Data, Insights and Analytics
CX of the Future: What Lego Bricks, Bath Bombs and Strawberry Sandwiches Are Telling Us
Presentation
The Harris Poll UK's 2025 Reputation and Experience Index of the UK's 100 most talked about brands yields valuable insight into how brands can successfully compete in an increasingly demanding and inauthentic world.
In this session we'll showcase what's driving the success of brands in the top spots, we'll unpack the opportunity for brands at risk of falling behind and we'll help you to sense-check that your strategy is taking you in the right direction.
Speaker:
Steve Brockway
The Harris Poll UK, A Stagwell Company
Chief Research Officer
15:50 - 16:10
Data, Insights and Analytics
From Data to Relevance: Delivering Personalised Experiences That Matter
Panel Discussion
- How customer insight is being used to create personalised experiences that drive engagement
- Balancing automation and human empathy to maintain authenticity
- Turning data into actionable strategies that deliver measurable impact
- Overcoming challenges around privacy, trust, and ethical personalisation
Speakers:
Raj Khalid
Regal Cineworld Group
Customer Experience Manager
Nick King
AutoTrader
Insights Director
Nick joined Auto Trader in January 2007 running Business Intelligence and in 2010 built the retailer insight team running master classes and webinars. He also makes short films to evangelise about data and Insight and speaks regularly at conferences in Europe, Canada and North America.
Nick is also a visiting lecturer in consumer psychology at Anglia Ruskin University, Cambridge.
After graduating from Loughborough in 1986 , Nick spent years in advertising and planning at Dorlands and Lintas, was a guitarist with Great Northern Electrics, a publisher on HiFi magazines at Petersen/EMAP and a research Director at Media agency Carat/Difiniti responsible for a team of researchers advising a range of Blue-chip clients on the development of their marketing and communications strategies in the Digital arena.
16:40 - 17:00
Data, Insights and Analytics
Decathlon Case Study: Unlocking Growth Through Search Insights
Case Study
Search is more than just a box on a website—it’s a window into customer intent. Yet for many businesses, search data remains underused, treated as a feature rather than a growth driver. In this session, Shilpa will share how turning search insights into action led to a 15% revenue uplift with no additional investment. You’ll learn how to identify high-value keywords, transform “no result” queries into opportunities, and optimise journeys based on real customer behavior. Attendees will leave with a practical framework for using search analytics to improve engagement, reduce friction, and build experiences that convert.
Speaker:
Shilpa Manikanteswaran
Decathlon
Insight Analyst & Personalisation Specialist
Shilpa is an Insight Analyst who helps bridge the gap between data and experience. Passionate about turning insights into action, she uncovers patterns in user behavior to shape smarter, more intuitive digital experiences.
17:00 - 17:20
Data, Insights and Analytics
Fortnum & Mason Case Study: Listening Beyond Words: Finding Meaning in What Customers (Don’t) Say
Case Study
Is your team truly listening to customers or just collecting data? Learn how combining customer feedback with behavioural observation has helped Fortnum & Mason improve conversion rate, elevate the online shopping experience, and increase customer satisfaction. This talk explores how tuning into both what customers say and what they don’t can lead to smarter decisions and stronger business results.
Speaker:
Michalina Bidzinska
Fortnum & Mason
Commercial Lead UX Designer
She has helped improve conversion and user experience for multiple brands, including Fortnum & Mason and Canon Europe. With a strong background in experimentation and insight-led experience design, she delivers measurable improvements that put customers first.
17:20 - 17:40
Data, Insights and Analytics
Enhancing Customer Insights: Driving Engagement with Data-Driven Understanding
Panel Discussion
Deep customer insight is the foundation of exceptional engagement strategies. This session explores how organisations are gathering, analysing, and applying customer data to gain a clearer understanding of behaviours, needs, and preferences. Panellists will discuss how to translate insights into actionable strategies that improve experience, loyalty, and business results.
What to expect:
- Techniques for capturing meaningful customer insights beyond traditional data
- Turning insights into targeted, effective customer engagement strategies
- Integrating qualitative and quantitative data for a holistic customer view
- Overcoming challenges in insight collection, analysis, and application
Speaker:
Zeke Zhiqian Wu
Nissan Motor Corporation
Global CRM Program Manager
• 13 years’ experience in maximizing the value of CRM, data, and AI technologies in sales and customer communication to improve revenue, conversion, and operational efficiency.
• Initiate and manage global change to ensure technology value realization by aligning strategic objectives, identifying high-impact use cases, leveraging data insights, and applying AI solutions.
• Skilled in managing stakeholders at all levels, including senior leadership and partners, ensuring clarity, adoption, and measurable business outcomes.
17:40 - 19:00
Data, Insights and Analytics
The Night Summit
The Night Summit
09:00 - 09:05
Engagement Marketing
Chair's Opening Remarks
Introduction
Welcome to the Engagement Marketing stage, hosted by Scott Logie of the DMA. Today, we spotlight the evolving intersection of marketing and customer engagement - where creating lasting connections goes far beyond campaigns and channels. With Scott’s reputation in data-driven marketing and customer loyalty, this stage will explore how leading brands are rethinking their strategies to drive powerful, personalised engagement across every touchpoint. Expect practical insights on leveraging customer data, optimising journeys, and building experiences that truly resonate - turning audiences into advocates and marketing into a measurable engine for growth. Get ready for actionable ideas, inspiring case studies, and fresh thinking on how marketing leaders can champion engagement that delivers both immediate impact and enduring value.
Speaker:
Scott Logie
DMA
DMA Membership Advocate
My main aim in business is to help build and then unlock the potential in a customer base.
I love to spend my time with businesses looking at what they can achieve if they understand their customers better and use that understanding to create long term relationships.
I’m a highly experienced data based marketer, with a background in finance but I have spent lots of time with charities, automotive, FMCG, government, on-line gaming and retail.
With a grounding in data, a degree in statistics and over 20 years of working across a range of businesses, both inside and working with suppliers, I can understand the challenges any business has in growing and building long-term value and can then contribute to achieving this goal.
As a current board member and ex-Chair of the Direct Marketing Association, I get a unique perspective on industry developments which in turn helps me to understand the future of direct marketing and how businesses should adapt to meet the challenge ahead.
I’ve built successful teams, covering areas as diverse as customer insight, marketing, Consultancy and Campaign Management and led a management team through a successful MBO, dealing with private equity backers and staying with the business to a successful trade sale. It’s all about great people and I have employed and developed some of the best in the industry.
I believe my main strength is in understanding business strategy and building collaborative teams to design, build and deliver winning propositions to meet and beat expectations.
09:05 - 09:25
Engagement Marketing
The Defectiveness in Effectiveness... And How Data, Creativity and Measurement Can Turn the Tide
Presentation
Marketing effectiveness is under threat from a combination of siloed working practices, opaque measurement techniques and an ongoing drive for budget efficiency in a world obsessed with short-term outcomes. Over the past few years, the DMA has unearthed a wealth of evidence from its effectiveness databank that definitively quantifies how a combination of creativity, customer data and measurement best practice will boost marketing effectiveness across the customer journey.
Speaker:
Ian Gibbs
Data & Marketing Association
Insight and Planning Director
09:25 - 09:45
Engagement Marketing
The Phygital Revolution: Orchestrating Seamless Cross-Channel Customer Journeys
Presentation
In a world where the boundaries between physical and digital retail are dissolving, the phygital revolution is transforming consumer behavior and brand engagement. Join us as we explore how integrating physical and digital experiences is not just a trend but a paradigm shift reshaping the future of retail. Discover how leading brands are creating seamless, personalized journeys that captivate consumers and drive loyalty. Learn actionable strategies to harness the power of phygital experiences, ensuring your brand remains at the forefront of this transformative landscape.
Speaker:
Marlon Hills
Braze
Senior Area Vice President, Northern Europe
09:45 - 10:05
Engagement Marketing
Creating Seamless Campaigns that Convert and Engage
Panel Discussion
In a world where customers interact with brands across multiple channels, delivering a seamless and personalised experience is no longer optional—it’s expected. This session brings together industry experts to explore how businesses can create consistent messaging and meaningful engagement at every touchpoint. Learn practical strategies to leverage data, technology, and insights to build omnichannel journeys that increase loyalty and drive measurable business results.
Key discussion points:
- Defining true customer engagement in omnichannel marketing
- Using data and AI to personalise interactions in real time
- Delivering consistent messaging across channels
Speaker:
Sean Philip
Legal & General
Customer Engagement & Activation Director
Sean has recently been appointed Customer Engagement & Activation Director at Legal & General, having held various positions within the pensions, investment & insurance firm since he joined in 2020.
Sean is responsible for the development and execution of L&G’s customer engagement strategy - combining technology, data and insight to improve customer experiences and drive positive outcomes.
Prior to his current role, Sean was responsible for Non-Advised Sales for L&G’s Retail Protection D2C distribution business, with a particular focus on bridging the gap between online and telephony new-business journeys, and has also held senior Marketing positions within L&G’s Retail Annuities and Financial Advice businesses.
Sean has also held senior roles in marketing agencies, supporting brands in automotive (Ford, Toyota), FMCG (P&G, Unilever), energy (EDF), consumer electronics (LG) and retail (LEGO, Uniqlo), to create award-winning customer acquisition strategies with engagement at their core.
He is a keen advocate for ensuring financial services businesses meet and exceed consumer expectations, and regularly draws inspiration from the experiences brands outside the traditional FS space are building for their customers.
10:05 - 10:45
Engagement Marketing
Coffee & Networking
Break
10:45 - 11:05
Engagement Marketing
Global Radio Case Study: Beyond the Music: Building Emotional Connection in the Digital Age
Case Study
In a world where digital engagement often feels transactional, how do you create fan moments that feel truly special, personal, and lasting? In this session, Danny Starr shares how Global built the Supersonic Tour Guide within the Global Player app to transform the Oasis reunion tour into a unique journey for listeners.
Speaker:
Danny Starr
Global
Senior Product Owner, CX
Leading Global's CX squad with a vision to harness both behavioural psychology and data science for enhancing digital experiences. Rooted in my Master's in Data Science & AI from Queen Mary University of London, I apply cutting-edge digital strategies to drive product growth and user value.
My journey began in neuroscience at UCL, which now informs my approach to user engagement. At Global, we're reshaping customer experience by integrating behavioral sciences, product design, and forward-thinking app marketing strategies with machine learning, striving for excellence in every digital interaction.
At Backline we’re bringing forward thinking CX strategies to e-commerce in the music industry. Reach out for an intro to the team and our business.
11:25 - 11:45
Engagement Marketing
Relevant Content, Real Engagement: Winning Customer Attention
Panel Discussion
In today’s crowded marketplace, customers expect content that speaks directly to their needs, interests, and challenges - not just sales pitches. This session brings together industry experts to explore how brands can create valuable, relevant content that builds trust, nurtures relationships, and drives genuine engagement. Discover practical approaches to content strategy, personalisation, and measurement that ensure your messaging cuts through the noise and delivers real business value.
Key discussion points:
- Understanding what makes content truly valuable and relevant to customers
- Leveraging data and insights to personalise content effectively
- Balancing educational, inspirational, and promotional content
- Measuring content impact on customer engagement and loyalty
Speakers:
Lea Schremmer
PlayPlay
UK Field Marketing Manager
Annisha Taylor
Ofcom
Head of Equality, Diversity & Inclusion
Annisha is a pioneering culture and change strategist with a career spanning 15+ years across the public, private and voluntary sectors. She brings a wealth of experience in embedding equity and fairness into large, complex organisations. With leadership roles at the BBC, Ofcom, and the John Lewis Partnership, she helps shape inclusive behaviours and systems that work across media, regulatory, retail and community spaces.
Annisha’s approach is grounded in collaboration, accountability and real-world impact. Whether supporting teams, advising boards, or working with grassroots organisations, she helps businesses move beyond statements and into sustainable, sector-wide change. Outside of her professional roles, Annisha is a dedicated community leader, trustee and advocate for inclusive education, culture and business.
Bukola Odunaiya
Expedia Group
Senior Integrated Campaigns Manager
Aileen Raynos
Nestlé Purina UK & Ireland
CRM Lead
11:50 - 12:10
Engagement Marketing
Dr. Martens Case Study: So You’re Thinking of Implementing a Customer Data Platform? 10 Hard-Earned Lessons From the Front Line
Case Study
In this practical, fast-paced session, Kat shares 10 hard-earned lessons from the front lines of CDP implementations, covering everything from aligning stakeholders and defining use cases to avoiding common tech and data pitfalls. Whether you’re just starting or one year in, you’ll leave with some practical tips to deliver real, measurable value.
Speaker:
Kathleen MacLean
Dr. Martens
Global Head of Customer Growth
12:30 - 12:50
Engagement Marketing
Data-Driven Marketing Strategies: Turning Insight into Impact
Panel Discussion
In a competitive landscape, harnessing data effectively is key to marketing success. This session brings together industry experts to explore how organisations can transform customer data into actionable strategies that deliver personalised, timely, and measurable marketing campaigns. Learn how to overcome common challenges, integrate analytics with creativity, and optimise marketing efforts to drive real business growth.
Key discussion points:
- Using data to understand and anticipate customer needs
- Balancing data analytics with creative marketing approaches
- Leveraging technology and AI for smarter campaign targeting
- Measuring success: KPIs that matter in data-driven marketing
Speakers:
Teodora Tepavicharova
Condé Nast
Director, Programmatic Strategy
Teddy is an award-winning strategist and commercial leader in marketing and advertising, currently overseeing Condé Nast's Programmatic activations in the UK and supporting Western Europe with their programmatic go-to-market strategy, planning, and implementation. She manages the activity across leading titles including Vogue, Tatler, GQ, CN Traveller, Wired, House & Garden, Glamour, Vanity Fair, AD and The World of Interiors, while managing a growing global client portfolio. Her work has earned widespread recognition, including accolades such as Forbes 30 Under 30, Outstanding Transformation of the Year, BIMA100 and The Future 100 Club.
Andrei Dinca
Wise Ltd.
Head of CRM
Nicola Shield
Bupa Global
Head of Marketing Strategy, Planning and Communications
12:50 - 14:05
Engagement Marketing
Lunch & Networking
Break
14:05 - 14:25
Engagement Marketing
Haleon Case Study: Customer Connections – Purpose through Partnership
Case Study
Thomas will share how Haleon are delivering better everyday health with humanity through Customer partnerships.
Speaker:
Thomas Bassett
Haleon
Global Director - Customer and Channel
14:25 - 14:45
Engagement Marketing
From Scroll to Action: Why Gamification Wins at Engagement
Presentation
Struggling to keep customers engaged in a world of distractions? Today’s marketers are under pressure to do more with less. More engagement, more loyalty, more measurable impact. And less time, budget, and attention to work with.
This session explores how leading brands use marketing gamification to create standout customer experiences that don’t just grab attention - but hold it.
You’ll learn how to:
- Turn passive audiences into active participants across every touchpoint
- Use gamification to drive real-time interaction, repeat visits, and deeper engagement
- Capture zero-party data in a way your customers actually enjoy
- Prove impact with measurable performance across acquisition, engagement, and loyalty.
Speaker:
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Libby Jackson
Playable
Regional Manager & Gamification Specialist
14:45 - 15:05
Engagement Marketing
Building Real Customer Connections: From Campaigns to Conversations
Panel Discussion
In a crowded, fast-moving digital landscape, building strong customer connections requires more than clever messaging - it demands authenticity, consistency, and a deep understanding of what matters most to your audience. This session explores how marketing and CX teams are working together to create experiences that feel personal, human and genuinely engaging across every stage of the customer journey.
What to expect:
- How to create authentic, trust-based customer connections
- The role of storytelling, values and personalisation in driving engagement
- Bridging CX and marketing to deliver joined-up relationship-building strategies
- Practical ways to measure emotional engagement and long-term impact
Speaker:
Samantha Lewis-Williams
Financial Times
Head of Marketing Automation
15:10 - 15:30
Engagement Marketing
Lyca Mobile Group Case Study: AI-Driven Engagement: Unlocking Hyper-Personalised Customer Value at Scale
Case Study
As customer expectations continue to rise, brands must move beyond generic messaging and deliver deeply relevant, context-aware experiences. In this session, Abhineet Kesarwani, Regional Director – Customer Value & Experience at Lyca Mobile Group, unpacks how AI-driven CRM and CVM strategies helped transform engagement across global telecom markets.
Backed by real case examples from global markets, Abhineet will share how his team leveraged behavioural data, predictive modelling, and dynamic MarTech platforms to deliver hyper-personalised journeys that improved retention, boosted revenue, and deepened customer loyalty.
This session is designed for CRM, digital, and marketing leaders looking to turn data into action and scale personalisation with precision. Expect practical takeaways on lifecycle design, AI orchestration, and how to build a customer engagement engine that adapts in real-time.
Speaker:
Abhineet Kesarwani
Lyca Mobile Group
Regional Director - Customer Value & Experience, Digital
With career experience spanning the US, UK, Europe, Middle East, Africa, and Asia, Abhineet blends a global perspective with deep regional insight. He has held both in-house leadership roles and consulting positions with major operators like Vodafone, Airtel, du, Maxis, and StarHub, as well as with IT and SaaS solution providers delivering MarTech and CRM platforms at scale.
Abhineet is passionate about helping businesses unlock customer lifetime value through data-driven decisioning, behavioural segmentation and meaningful omnichannel journeys.
15:30 - 15:50
Engagement Marketing
Websites are Dead
Presentation
In the AI era, traditional enterprise websites built on static menus and navigation trees are losing relevance. Customers expect instant, conversational interactions instead of hunting through pages for information or services. Conversational AI delivers faster, more personalized engagement—replacing outdated clicks with intuitive, human-like dialogue.
At CommBox, we’re excited to introduce the first conversational website for enterprises: an additional layer on your existing site that transforms static experiences into dynamic, AI-driven conversations, enhancing customer journeys and streamlining support.
Speaker:
Dvir Hoffman
CommBox
CEO
As the current CEO of one of the leading AI-based customer service and engagement solutions in our market, Dvir has over two decades of experience in technology innovation and product strategy. Dvir has pioneered several innovations in the realm of CX technologies, guiding them from their inception and transforming them into award-winning global CX and enterprise solutions. His original vision on AI bots that can easily resolve complex inquiries is catalyzing a revolution in the customer experience domain as a way to radically reduce contact center load.
15:50 - 16:10
Engagement Marketing
The Art and Science of Personalised Customer Marketing
Panel Discussion
Personalised marketing combines creativity with data-driven insight to deliver experiences that truly resonate with customers. This session explores how brands are blending technology and human understanding to create relevant, respectful, and effective personalisation strategies. Panellists will share approaches to balancing automation with authenticity, navigating privacy considerations, and measuring real business impact.
What to expect:
- How to blend creativity and data to deliver meaningful personalisation
- Striking the right balance between automation and human insight
- Addressing privacy and ethical challenges in personalised marketing
- Measuring the effectiveness and ROI of personalisation strategies
Speaker:
Nessa O'Gorman
Expedia Group
Director, Product Management
Nessa is a visionary Product Director transforming business outcomes through strategic innovation and customer centered solutions. Currently leading one of Expedia Group's top strategic initiatives, revolutionising CRM capabilities through hyper personalisation and AI driven contextual awareness initiatives. With expertise spanning multiple industries, she bridges strategy and execution to build high performing teams delivering impactful products at scale.
Also an accredited high performance welness coach, Nessa is passionate about helping busy people achieve sustainable performance through practical lifestyle shifts. She is an expert in her field at addressing the intersection of performance and wellbeing.
16:10 - 16:40
Engagement Marketing
Coffee & Networking
Break
17:00 - 17:20
Engagement Marketing
Legal & General Case Study: Pathological Pension Avoidance: Solving the Customer Engagement Paradox
Case Study
Pensions are one of the most widely held financial products in the UK - yet they remain among the least understood, least accessed, and least emotionally connected. This is the Pension Paradox: a product designed to secure our future, routinely ignored in the present.
In this session, Sean Philip, Customer Engagement Director at Legal & General, explores the behavioural, technological, and strategic roots of pathological pension avoidance. Drawing on Legal & General’s transformation journey, Sean reveals how data-driven personalisation, life-stage segmentation, and behavioural nudging are being used to rewire apathy into action.
Expect candid insights, real-world results, and a bold vision for how customer engagement can evolve from passive communication to meaningful, measurable outcomes. If you’ve ever wondered why your most valuable customers are the least engaged-this is the paradox you need to solve.
Speaker:
Sean Philip
Legal & General
Customer Engagement & Activation Director
Sean has recently been appointed Customer Engagement & Activation Director at Legal & General, having held various positions within the pensions, investment & insurance firm since he joined in 2020.
Sean is responsible for the development and execution of L&G’s customer engagement strategy - combining technology, data and insight to improve customer experiences and drive positive outcomes.
Prior to his current role, Sean was responsible for Non-Advised Sales for L&G’s Retail Protection D2C distribution business, with a particular focus on bridging the gap between online and telephony new-business journeys, and has also held senior Marketing positions within L&G’s Retail Annuities and Financial Advice businesses.
Sean has also held senior roles in marketing agencies, supporting brands in automotive (Ford, Toyota), FMCG (P&G, Unilever), energy (EDF), consumer electronics (LG) and retail (LEGO, Uniqlo), to create award-winning customer acquisition strategies with engagement at their core.
He is a keen advocate for ensuring financial services businesses meet and exceed consumer expectations, and regularly draws inspiration from the experiences brands outside the traditional FS space are building for their customers.
17:20 - 17:40
Engagement Marketing
Insight-Driven Marketing: Measuring What Really Counts
Panel Discussion
In today’s complex marketing landscape, knowing which metrics truly reflect success is essential. This session dives into how organisations are moving beyond vanity numbers to adopt insight-driven measurement approaches. Panellists will explore ways to combine quantitative data with qualitative feedback, align KPIs across teams, and translate measurement into actionable strategies that drive meaningful business outcomes.
What to expect:
- Understanding which metrics provide real insight into marketing performance
- Balancing data and customer feedback to measure success holistically
- Aligning measurement approaches across different marketing channels and teams
- Using insights to continuously improve marketing impact and ROI
Speakers:
Mardien Drew
YouGov
Customer Marketing Lead
At YouGov, I amplify our customers’ voices by helping us understand what we do well, where we can improve, and how to build stronger connections. With deep experience in product marketing and building digital products, I turn insights into strategies that deliver real results.
I lead a global workstream on data quality for the Market Research Society, ensuring business decisions are based on trust-worthy and high quality data.
With a background in research, customer strategy and product marketing, I also spend my spare time helping women to find their voice, connect with the right audience, and show up with confidence—whether that’s through stronger messaging, clearer websites, or personal style. I believe how we present ourselves—online and in person—matters, and is a firm believer in women backing women every step of the way.
Douglas Orr
Message Matrix
CEO & Founder
17:40 - 19:00
Engagement Marketing
The Night Summit
The Night Summit
09:00 - 09:05
Loyalty, Retention & Growth
Chair's Opening Remarks
Introduction
Welcome to the Growth, Loyalty & Retention stage, hosted by Andrew Hough, Associate Professor of Sales Leadership & Performance at Cranfield University. With a career dedicated to building high-performing sales teams, Andrew brings expert insight into how organisations can unite service, marketing, and sales for sustainable growth. Today’s agenda explores practical strategies to break down functional silos and create seamless, customer-centric journeys that drive loyalty, retention, and commercial success. Guided by Andrew’s research-driven approach, expect actionable frameworks, real-world case studies, and current thinking on how integrating service excellence with marketing and sales can turn every customer interaction into a moment of value - for your business and your brand.
Speaker:
Andrew Hough
Cranfield University
Associate Professor Sales Leadership & Performance
09:05 - 09:25
Loyalty, Retention & Growth
Decoding Loyalty & Retention: The Future of Customer Commitment
Presentation
09:25 - 09:45
Loyalty, Retention & Growth
Emergen-CX: Responding to the Loyalty Crisis in the Experience Economy
Presentation
In a time of unprecedented customer expectations, disconnected experiences, and rapid tech disruption, we’re facing a full-blown CX emergency. James Adamczuk, Global CX Strategy Lead, unpacks the critical trends reshaping customer loyalty, retention, and growth — from the rise of AI-powered contact centres to shifting buyer behaviors. This session explores how brands can respond to the crisis not just with better tools, but with bold transformation: aligning people, processes, and outcomes to deliver real value.
Speaker:
James Adamczuk
Zoom
Global CX Strategy Lead
James Adamczuk is a Customer Experience (CX) and Digital Transformation expert at Zoom, where he specialises in leveraging AI to enhance customer experience and drive innovation. His work focuses on implementing cutting-edge solutions that streamline customer interactions and create more meaningful, efficient experiences across all touchpoints in the digital age.
As a recognised keynote speaker, James shares insights on how AI is transforming customer experience, helping organisations understand the practical applications of artificial intelligence in customer service and engagement. His presentations combine strategic vision with actionable insights, making complex digital transformation concepts accessible and empowering businesses to embrace the future of customer experience.
09:45 - 10:05
Loyalty, Retention & Growth
Loyalty Without Limits: Engaging Customers Across Generations
Panel Discussion
Building lasting loyalty in today’s diverse marketplace means connecting authentically with customers across all generations. This session explores how brands can develop engagement strategies that resonate with different age groups, balancing personalisation with consistent brand experience. Panellists will share practical tactics for overcoming generational gaps, fostering emotional connections, and measuring the success of multi-generational loyalty programmes.
What to expect:
- Insights into the unique values and behaviours of different generations
- Strategies to personalise engagement while maintaining brand consistency
- Overcoming challenges in uniting diverse customer segments under one loyalty approach
- Key metrics and feedback mechanisms for cross-generational loyalty success
Speaker:
Adam Mills
The Wine Society
Head of Insight, Loyalty & Strategy
With over a decade of experience in digital, data, marketing, and insight, Adam has worked with businesses of all sizes to create long-lasting impact and build customer trust, confidence and belonging — from fast-growing start-ups and scale-ups through to some of the world's biggest brands, such as BT and Tesco. A strong and vocal advocate for loyalty, retention, and creating meaningful experiences, he's always on the lookout for opportunities to drive connection and lasting value for both the business and the consumer. Now leading insight, loyalty, and strategy at The Wine Society, one of the UK’s largest membership organisations, he remains as passionate as ever about ensuring customers are at the heart of every decision.
10:45 - 11:05
Loyalty, Retention & Growth
Beyond the Divide: Why Retention and Loyalty Are Two Sides of the Same Customer Lifetime Value Coin: In Conversation With Divya Kerslake, Head of Customer Marketing at Utility Warehouse
Interview
Are retention and loyalty truly separate strategies, or are we just getting caught up in definitions? This session challenges the traditional view. Drawing on real-world experiences, Divya explains the strategies, to move beyond theoretical perfection to drive tangible engagement and revenue in today's dynamic market.
Speaker:
Divya Kerslake
Utility Warehouse
Head of Customer Marketing
11:05 - 11:25
Loyalty, Retention & Growth
Retention and Redemption
Presentation
Zoho's Khaled Miah will discuss techniques you can deploy to keep and recover customers. On retention, his advice will range from basics like answer-bots and knowledge-bases to ways AI and sentiment analysis can boost customer satisfaction. His suggestions on redemption will focus on a better understanding of why customers leave and better identification of customers on the verge of leaving.
Speaker:
Khaled Miah
Zoho
Regional Account Manager
Senior business development and sales leader with over two decades of experience driving growth across global technology and consulting firms. Proven track record in leading high-performing teams, securing strategic enterprise accounts, and delivering scalable solutions across financial services, compliance, SaaS, and data management sectors. Demonstrated success in roles at Zoho, Solidatus, Corporater, Verint, BT, and Accenture, with deep expertise in go-to-market strategy, account management, and deal execution. Adept at navigating complex stakeholder environments. Known for strong leadership, commercial acumen, and a consultative approach.Holds an MBA from London Business School and an undergraduate degree from the University of St Andrews.
11:25 - 11:45
Loyalty, Retention & Growth
Retention in Action: Strategies for Reducing Churn and Regaining Customers
Panel Discussion
Customer retention is vital for sustainable growth, but reducing churn and winning back customers require focused strategies and insight. This session will explore how organisations identify churn risks early, personalise retention efforts, and design compelling win-back campaigns. Panellists will share best practices and measurable approaches to rebuild loyalty and maximise customer lifetime value.
What to expect:
- Early warning signs and data-driven approaches to predict churn
- Personalising retention efforts to resonate with diverse customer segments
- Effective tactics for re-engaging and winning back former customers
- Metrics and frameworks to measure retention and win-back success
Speaker:
James Vukashin
phs Group
Head of Customer Experience and Customer Excellence
James has over 20 years’ experience in customer roles, working across varies blue chip businesses as well as startups. This has included leading large contact centres, cross functional teams and delivering large change programmes for some well-known brands.
Currently the Head of Commercial Operations at phs Group, his focus is on improving the customer experience, increasing customer loyalty/reducing churn, ensuring the commercial teams are as efficient as possible, driving a new data strategy, ensuring the business is insight focused, the sales teams deliver and have the tools/systems to do the job and ensuring customer needs are met through a great service delivery, pricing model and product range.
11:50 - 12:10
Loyalty, Retention & Growth
Biffa Case Study: Improving the Customer Retention Process
Case Study
Customer retention is often identified as the quickest and easiest way to retain levels of revenue and profit within any industry, and the quote of ‘it’s cheaper to retain an existing customer’ may be a bit of a cliché, but it’s true! With a historic attitude within Biffa of ‘we can always sell to more customers’, join this presentation to find out how Biffa have used continuous improvement methodologies to turn around this attitude, changing the focus to retaining existing customer as well as gaining new ones. The new processes put in place have delivered greater retention rates, higher CSAT scores, delivered a consistent process and ultimately reduced customer turnaround times.
Speaker:
Jo Eighteen
Biffa
Head of Customer Experience
As the Head of Customer Experience at Biffa, Jo has over 25 years’ experience in customer service and CX management across a number of different sectors. Previously working in Financial Services and the Automotive industry, Jo has led customer contact centres across multiple customer segments, implemented and managed voice of customer programmes and TQM initiatives, and as a Lean Six Sigma Black Belt, has managed multiple continuous improvement projects. In her current role, Jo has led the creation of a CX function within Biffa, establishing a team covering CX Data & Insight, CX Strategy & Communication and CX Business Improvement to change process, culture and behaviour within the company.
12:30 - 12:50
Loyalty, Retention & Growth
The Retention Playbook: Strategies for Sustained Customer Growth
Panel Discussion
Retention is a critical driver of sustainable growth and customer lifetime value. This session will explore how organisations accurately measure retention rates, analyse key behaviours, and implement targeted strategies to boost loyalty. Panellists will share best practices for turning data into actionable insights and continuously refining retention programmes to deliver lasting impact.
What to expect:
- Proven methods for tracking and interpreting retention metrics
- Understanding the customer behaviours that influence loyalty and churn
- Practical strategies to increase retention and reduce attrition
- Leveraging ongoing measurement to enhance retention initiatives
Speakers:
Tom Kirby
Mindvalley
Head of Customer Experience
David Wall
Kantar
Senior Customer Strategy Director
12:50 - 14:05
Loyalty, Retention & Growth
Lunch & Networking
Break
14:05 - 14:25
Loyalty, Retention & Growth
Blueprint for Client Lifetime Value: Optimising Every Touch Point for Predictable Growth
Case Study
In today’s B2B world, maximising client lifetime value demands a joined-up approach at every stage of the client journey. With decision making involving more stakeholders and higher expectations than ever, fragmented experiences are no longer acceptable.
This session reveals how the most effective organisations optimise every touch point—not only to enhance customer impact, but also to improve supplier efficiency and effectiveness across the business.
We will share the latest, proven ways to streamline and align your buyer journey using AI at each stage of the lifecycle, making it easy to deliver value at scale.
Expect practical, instantly implementable approaches you can apply immediately to drive retention, expansion and predictable revenue growth.
By the end of this session, you will:
- Recognise why client lifetime value hinges on a seamless experience at every interaction, not just on winning the initial deal
- Understand how to optimise both customer impact and supplier efficiency/effectiveness at every stage of the buyer lifecycle
- Discover the latest applications of AI that streamline and elevate each touch point for both buyers and your teams
- Pinpoint where your buyer journey falls short and where revenue, loyalty or growth are at risk
Speaker:
Raoul Monks
Flume
Founder and CEO
14:25 - 14:45
Loyalty, Retention & Growth
Unlock the Hidden Potential of Your Customer Base: Insights from Maison 123 and Alltricks
Presentation
Join Brevo to explore how real life businesses Maison 123 and Alltricks have turned their customer bases into engines of profitable growth. Discover innovative strategies like mobile wallets and AI-driven segmentation that are redefining customer relationships and maximizing interaction value amidst rising acquisition costs.During this workshop, you'll learn to:
- Drive organic growth through existing customers
- Implement proven strategies from leading companies
- Gain actionable insights from real-life cases and figuresWalk away with ideas you can apply immediately to boost your business!
Speaker:
Will Hearn
Brevo
Director of Sales EMEA
14:45 - 15:05
Loyalty, Retention & Growth
From Acquisition to Advocacy: Elevating Customer Lifetime Value
Panel Discussion
Accurately measuring and maximising Customer Lifetime Value (CLV) is a complex but essential part of sustainable growth. This session explores the challenges organisations face in quantifying CLV, identifying high-value customer segments, and scaling personalised strategies to boost long-term loyalty. Panellists will also discuss how to balance short-term revenue pressures with long-term value optimisation to build lasting customer relationships.
What to expect:
- Overcoming obstacles in measuring and understanding CLV
- Techniques for segmenting and prioritising customers by lifetime value potential
- Scaling personalisation efforts to increase customer value across groups
- Balancing immediate financial goals with strategies for long-term growth
Speaker:
David Walker
OVO
Head of Lifetime Customer Value
15:10 - 15:30
Loyalty, Retention & Growth
AutoTrader Case Study: Loyalty in Motion – How AutoTrader Turns Insight into Long-Term Customer Relationships
Case Study
Discover how AutoTrader is redefining customer loyalty in the digital automotive marketplace under the direction of David Hawksworth, Customer Engagement Director. With over 63 million monthly visits and partnerships spanning thousands of retailers, AutoTrader puts advanced data, transparency, and real-time customer feedback at the heart of its loyalty strategy. David will share how the team connects insights directly to action - using tools like personalised communications, real-time NPS collection, and seamless digital journeys to both anticipate needs and resolve issues faster than ever. Learn how AutoTrader evolves engagement tactics to serve customers who didn’t actively choose the platform, builds trust with clear information and transparent reviews, and measures loyalty through both behaviour and sentiment. Gain practical ideas on using technology and customer insight to nurture lasting relationships, stand out in a crowded market, and deliver tangible value at every step of the customer journey.
Speaker:
David Hawksworth
Auto Trader UK
Customer Engagement Director
After a thriving channel management career in the enterprise computing arena, David ran his own marketing agency, honing his skills in strategic marketing and client engagement before following his passion for automotive as Head of Trade Marketing & Analytics for News UK's prestigious automotive brand, Sunday Times Driving.
In 2015 David joined Autotrader, since when he has held several senior positions including Sales Director. Now, as Customer Engagement Director for the business, David is focused on driving customer engagement, with some phenomenal results.
15:30 - 15:50
Loyalty, Retention & Growth
From Batch-and-Blast to Loyalty That Lasts: The Travelex Story
Presentation
Travelex Plus isn’t loyalty built on transactions; it’s loyalty built on customer moments. Travelex knew engagement couldn’t be rebuilt on outdated, batch-and-blast campaigns, so with Iterable as the engine, they launched a modern, data-driven approach that listens, adapts, and responds in real time. In this session, discover how Travelex reimagined loyalty from the ground up, replacing static campaigns with dynamic, personalised journeys that deepen relationships and deliver measurable results.
Speaker:
Adam Knight
Travelex
Director of Marketing
15:50 - 16:10
Loyalty, Retention & Growth
Lasting Loyalty: Strategies for Meaningful Customer Relationships
Panel Discussion
True customer loyalty goes beyond points and perks—it’s about creating meaningful, lasting relationships that inspire ongoing engagement and advocacy. This session explores how organisations can deepen loyalty through personalised experiences, emotional connections, and consistent value delivery. Panellists will share insights on moving beyond transactional loyalty to create authentic brand relationships that stand the test of time.
What to expect:
- Understanding the difference between transactional and emotional loyalty
- Personalisation strategies that resonate and build connection
- The impact of trust and brand values on long-term loyalty
- Measuring and evolving loyalty programmes for sustained success
Speakers:
Áine Egan
Halfords
Training and Development Lead
I’m an award-winning Training and Development professional, proud to have earned Silver Trainer of the Year at the 2023 CCMA Awards. From air hostess to contact centre team leader, my journey has been anything but ordinary — and every step has fuelled my passion for creating training that’s engaging, inclusive, and impactful.
Now, as Group Induction Lead, I’m focused on transforming how new colleagues join the business. I’m building a consistent, structured induction experience that sets people up for success from day one.
I’ve delivered training globally, partnering with BPOs in South Africa and India to design learning that resonates with diverse audiences. Whether it’s customer service or onboarding, I believe every learner deserves training that’s clear, confident, and full of personality.
I’m driven by a love for learning, a commitment to excellence, and a mission to make every induction feel like a warm welcome — not just a checklist.
Stephanie Gordon
Wayfair
Head of Global CX
16:10 - 16:40
Loyalty, Retention & Growth
Coffee & Networking
Break
16:40 - 17:00
Loyalty, Retention & Growth
Lloyds Bank's Experience-Led Growth
Presentation
In a competitive market, brands must live their purpose in every moment. Join Suresh Balaji, CMO of Lloyds Banking Group, and Peter Aitken, Head of Customer Strategy at Kantar, as they reveal how Lloyds Bank has embedded its brand into every customer interaction—driving growth through purposeful design, technology, and experience.
Discover how Lloyds’ 2024 brand refresh brought its “Move you forward” positioning to life, with the iconic black horse, Cancara, woven into every touchpoint. The session will also explores how AI and evolving customer behaviors—like AI-driven search—are reshaping brand engagement and loyalty.
Speakers:
Peter Aitken
Kantar
Head of Customer Strategy & Insights
Suresh Balaji
Lloyds Banking Group
Chief Marketing Officer
Previously he was Global Head of Marketing & Communications for Standard Chartered Bank based in Hong Kong. Prior to this, Suresh worked for HSBC, WPP and GSK, where he held various leadership roles in strategy, sales, products, media and advertising across the UK, Middle East, India and Asia Pacific.
17:00 - 17:20
Loyalty, Retention & Growth
From Legacy to Loyalty: How Purpose-Led Transformation Is Reshaping the Customer Experience at Stewardship
Case Study
What does it take to radically reimagine customer experience in an organisation rooted in 100 years of legacy? And what happens when customer experience becomes more than a metric, but becomes the mission itself? Discover how active listening, bold decision-making and a purposeful shift toward a more values-driven culture has laid strong foundations for deeper relationships, lasting loyalty and sustainable growth. With customers ranging from major philanthropists to frontline charities and everyday givers, these insights into B2B and B2C CX design are deeply Transferable - especially for teams trying to deliver clarity, empathy and impact in complex environments.
Speaker:
Lyndall McCarthy
Stewardship
Head of Customer Experience
17:20 - 17:40
Loyalty, Retention & Growth
Tailored Engagement: Navigating the Differences Between B2B and B2C
Panel Discussion
B2B and B2C customers demand distinct approaches to engagement and loyalty. This session dives into the unique expectations, behaviours, and relationship dynamics that define these markets. Panellists will share strategies for tailoring messaging, personalisation, and loyalty programmes to suit each audience, ensuring lasting connections and measurable growth.
What to expect:
- Key distinctions between B2B and B2C customer engagement
- Personalisation tactics tailored to each market’s needs
- Building loyalty in long-term B2B relationships versus fast-paced B2C environments
- Metrics and methods for measuring engagement success in both contexts
Speakers:
Edward Sims
EnviroVent
Customer Experience Director
With over a decade of experience driving customer-centric transformation across both B2B and B2C landscapes, leading both Commercial and Customer areas of fast paced, entrepreneurial businesses.
Currently focused on people and technology based change management programs, in a high growth market sector.
Carl McCartney
Les Mills
Global Sales Enablement Director (Global Markets)
Carl McCartney is the Global Sales Enablement Director at Les Mills International, where he champions the link between customer experience and sales performance. With over a decade of leadership across sales and customer-facing teams, Carl has built a career on helping organisations turn exceptional experiences into lasting commercial results.
He leads global initiatives that equip sales teams to deliver value at every stage of the customer journey, blending data-driven insight with practical enablement. His programmes span sales training, customer success, negotiation, and leadership development — all designed to drive growth while keeping the customer at the heart.
A regular keynote speaker and panel host, Carl is passionate about how innovation and emotional intelligence can enhance both employee and customer experience, shaping the future of high-performing organisations.
17:40 - 19:00
Loyalty, Retention & Growth
The Night Summit
The Night Summit
10:45 - 11:45
Focus Groups
Beyond Satisfaction: Cultivating True Customer Loyalty in an AI-Driven World
Roundtable
This roundtable will delve into the exciting yet complex intersection of artificial intelligence and genuine customer loyalty. In an era where technological advancements are rapidly reshaping how businesses interact with their customers, the challenge lies in leveraging AI to enhance, rather than diminish, the human connection that underpins true loyalty. We'll explore how to move beyond mere satisfaction to cultivate deep, lasting relationships in a digitally-accelerated world.
Speaker:
Richard Davey
Reputation
Director, Customer Success - EMEA
10:45 - 11:45
Focus Groups
Is Your CX Fit for the Future?
Roundtable
CX is changing fast so it’s important you’re always one step ahead and making the most of the tools and technologies available to you.
In this interactive session, join Iain Banks, CEO, Ventrica and peers across CX leadership to take the pulse of your customer experience strategy - and help you act on it.
Expect candid conversations, peer insights and expert input plus practical takeaways you can apply immediately, shining a spotlight on real transformation stories in the industry.
Speaker:
Ian Banks
Ventrica
CEO
10:45 - 11:45
Focus Groups
Beyond the Chatbot: Where CX Leaders Should Start With AI Agents
Roundtable
AI is on every CX leader’s agenda, but while the ambition is clear, the path forward isn’t always. Most teams are still asking: where do we start, how do we scale, and how do we build customer trust along the way?
In this interactive roundtable, Suveer Kothari, Head of UK at Sierra, will lead a candid discussion with CX leaders across Europe on what it really takes to move from rule-based bots to AI agents that act in real time, solve complex problems, and reflect your brand’s voice and values.
We’ll explore how companies are choosing their first use cases, navigating cross-functional collaboration, and defining success beyond cost reduction. Whether you’re early in your journey or scaling fast, this session is designed to spark practical insights—and leave you with ideas you can apply right away.
Discussion themes will include:
- Where companies are starting: which use cases feel most urgent or most achievable?
- What “on-brand” AI looks like in practice, and how teams are safeguarding trust across channels
- How CX and tech teams are working together to move faster, from pilot to production
Speaker:
Suveer Kothari
Sierra
Head of UK
In his time at Google, he has worked across the company to build:
- new platforms (TV, Smart home, Gaming, Health, Energy)
- products (Chromecast, Google Home, Nest, YouTube)
- services (Google One, Display & Video Ads etc)
His roles include commercial go to market, business operations, partnerships and product management, and he has been responsible for $x bn P&L's. Key Skills include:
P&L Leadership & Growth driver: Proven track record scaling products to multi-billion dollar revenues across 30+ global markets, with deep expertise in new business creation, P&L management, and sustained growth in complex, competitive markets. A focus on an ethical, collaborative approach with proven ability to influence Boards and C-suites.
10:45 - 11:45
Focus Groups
Redefining Customer Experience: A Buyer’s Guide to Agentic AI
Roundtable
The rise of agentic AI is transforming how enterprises approach customer experience, but for many teams, the space remains noisy, overhyped, and difficult to evaluate. This roundtable is designed to help CX, product, and operations leaders cut through the chaos and build clarity around what truly matters when exploring AI agent solutions for real-world support scenarios.
You'll learn:
- Why Now: What distinguishes high-performing agentic AI from outdated chatbot technology and most modern AI-native tools.
- How to Buy: A deep dive into key enterprise evaluation criteria—security, transparency, adaptability, and more.
- How to Implement: Practical guidance on integrating agentic AI into existing workflows without starting from scratch.
- How to Measure: Real-world ROI metrics and success benchmarks from forward-thinking companies like yours.
Who it's for: CX and operations leaders, product teams, and innovation decision-makers.
Speaker:
Max Lowenthal
Decagon
Director of Agent Product
10:45 - 11:45
Focus Groups
AI Agents for Customer Service: From Pain Points to Scaled Pilots
Roundtable
In this interactive roundtable, we’ll unpack the biggest pain points in customer service - from speed to channel coverage - and explore how conversational AI can address them. A lightning talk will set the stage, followed by structured peer discussions on build-vs-buy decisions, internal ownership models, and KPIs that move pilots to production. You’ll leave with peer-tested insights, a clearer roadmap, and fresh perspectives from leaders across CX, Delivery, Ops, Tech and Transformation.
Speaker:
Vishal Kapoor
Sendbird
Head of Growth
10:45 - 11:45
Focus Groups
Unlocking Customer Experience Value with Practical AI in the Contact Centre
Roundtable
Designed for C-level leaders, the roundtable offers a strategic forum to share insights and uncover impactful ways to scale AI in customer engagement. We will explore how automation can transform customer experience in contact centres. Participants will discuss practical strategies to drive revenue growth, customer retention, operational resilience, and reduce operating costs by applying AI to key customer journey touchpoints.
Topics include:
- Identifying high-value automation opportunities
- Enhancing live interactions with real-time AI
- Identifying and quantifying failure demand
- Improving post-interaction workflows for better data and decision-making
- Balancing efficiency with empathy
- Aligning AI initiatives to enterprise goals
Speakers:
Simon Adnett
Enghouse Interactive
VP Sales UK & I
Nigel Cox
HybrIT Services
CTO Unified Communications
12:10 - 13:10
Focus Groups
The UK CX Report 2025: Deep Dive Into the Science of Strong Relationships
Roundtable
Join Jean-Francois Damais, Ipsos’ Global Chief Research Officer to deep dive into the 2025 UK CX Report Findings.
Using the Ipsos Forces of Customer Experience as a framework for the discussion; join the conversation to explore, ideate and take away key learnings and best practices:
- How to define experience basics (or hygiene factors) that should be present in EVERY customer experience
- How to identify added value and experience differentiators to improve customer outcomes
- Double click on ‘Fair Treatment’ - Where there is a disconnect between effort from the customer and your brand; and how to rectify the balance
- Empowering customers through ‘control’ and ‘certainty’ – How do you provide customers with clear information and meaningful choices?
- Elevating experiences with ‘status’, ‘enjoyment’ and ‘belonging’ – What is your brand doing to weave in moments of delight into experiences
- Navigating trust and how to deliver emotionally connected experiences to customers across generational divides
Speaker:
Jean-Francois Damais
Ipsos
Global Chief Research Officer, Customer Experience
12:10 - 13:10
Focus Groups
Beyond the Hype: A Practical Methodology for Embedding AI Into CX
Roundtable
AI is transforming customer experience, but most CX strategies fail before they even begin. Why? Because they often overlook the foundational elements: data readiness, insight generation and thoughtful delivery.
In this interactive roundtable, Connect invites CX and digital leaders to explore the hidden enablers of successful AI adoption. Using Connect’s transformation methodology as a guide, we’ll unpack the critical, but often underestimated, steps needed to move from ambition to impact.
Expect candid conversations, shared challenges, and peer-tested strategies across three key themes:
Foundations
- Is your contact centre infrastructure ready to support AI at scale?
- Can your data be trusted? Is it structured, accessible, and secure enough to enable intelligent automation?
Insight and evaluation
- Are you extracting actionable insights from your CX data?
- How can these insights shape a realistic and impactful roadmap for AI and automation?
Delivery and continuous improvement
- What does it take to move from strategy to execution in AI deployment?
- How do you integrate AI layers, like Agent Assist or Agentic AI, without compromising human-centred design?
- Are you using post-call analytics to drive continuous improvement, or missing opportunities?
- What governance, compliance, and performance tracking mechanisms are essential to ensure AI delivers long-term value?
Speakers:
Tim North
Connect
Vice President of Strategy Execution
Sally Hodgin
Connect
Principal AI Consultant
12:10 - 13:10
Focus Groups
From Panic to Plan: Rebuilding CX for Real Impact
Roundtable
What does a CX emergency really look like — and what’s driving it? In this roundtable, senior leaders will explore the challenges at the heart of customer experience today: fragmented journeys, rising expectations, outdated contact centre models, and stalled transformation efforts.
Speaker:
James Adamczuk
Zoom
Global CX Strategy Lead
James Adamczuk is a Customer Experience (CX) and Digital Transformation expert at Zoom, where he specialises in leveraging AI to enhance customer experience and drive innovation. His work focuses on implementing cutting-edge solutions that streamline customer interactions and create more meaningful, efficient experiences across all touchpoints in the digital age.
As a recognised keynote speaker, James shares insights on how AI is transforming customer experience, helping organisations understand the practical applications of artificial intelligence in customer service and engagement. His presentations combine strategic vision with actionable insights, making complex digital transformation concepts accessible and empowering businesses to embrace the future of customer experience.
12:10 - 13:10
Focus Groups
Customers Are Crying Out for Organisations to Invest in Their People, but Are You Going Far Enough?
Roundtable
The Institute of Customer Service's (ICS) UK Customer Satisfaction Index tells us that 'poor staff competence' is the third most significant driver of customer dissatisfaction, ranking just behind 'quality or reliability of goods and services' and 'late delivery or slow service.'
In 2025, the 20 most improved organisations for CSAT focused on fixing what truly matters to customers: the competence and helpfulness of their employees, fixing issues first time, the speed and handling of complaints, and the speed of service and accuracy of responses to enquiries.
This roundtable will discuss the risks associated with the "race to the bottom", a trend where some organisations attempt to protect profitability by cutting service and investment, particularly within their frontline customer-facing teams. We'll discuss why this approach is counterproductive, as the strongest drivers of improved CSAT are directly tied to your people and the experience they provide.
Agenda points for discussion:
- How can contact centres give agents the tools, training, competence, and confidence to do their job optimally?
- Changing attitudes: Is the contact centre a desirable place to work?
- Employee development and wellbeing: What's working?
- What techniques can you deploy from a training perspective to continually develop, support, and grow your people?
Speaker:
Ben Scales
Elephants Don't Forget
Head of Sales
12:10 - 13:10
Focus Groups
AI-Powered Connections: Unifying Marketing & Customer Experience Through Insights
Roundtable
Customers don’t think in silos, but inside organisations, marketing and service often work in separate worlds. With AI now able to surface powerful insights from customer conversations, interactions, and journeys, there’s a huge opportunity for these teams to collaborate more effectively.
But it’s not without challenges. A recent MIT report found out that most AI projects still fail to deliver real business value, not because of the technology itself, but because of the lack of strategy, collaboration and execution.
This roundtable will explore how companies are collecting, sharing, and acting on insights across functions, and how AI can be the bridge between marketing and service to create seamless, human-centered customer experiences.
Speaker:
Stephanie Lias
Sprinklr
Senior Product Marketing Manager
14:05 - 15:05
Focus Groups
Putting Loyalty & Retention Programmes Into Practice
Roundtable
In this round-table discussion, Robert will build on the themes delivered by Khaled's speech "Reducing Churn and Increasing Win-Back."
He will cite specific examples of how integrated technical solutions can be built to monitor customer satisfaction, respond to problems, capitalise on victories and recover losses.
We expect the discussion to go beyond technology to the vital contribution people make to customer relationships. Robert encourages attendees to bring examples of their own practices that have been successful or not-so successful.
Speaker:
Robert Simpson
Zoho
Director of Business Development
14:05 - 15:05
Focus Groups
Reimagining Customer Support at Scale: The Sky & Ada Story
Roundtable
Discover how Sky transformed its customer support by partnering with Ada - scaling effortlessly across channels, languages and regions, while meeting the evolving demands of a modern enterprise. From automation at scale to trusted Gen AI deployment, discover how Sky future-proofed their CX strategy and what’s possible when innovation meets enterprise readiness.
Speaker:
Niclas Winblad
Sky
Head of Product Management
14:05 - 15:05
Focus Groups
Harnessing AI for Next-Gen Omni-Channel Customer Engagement
Roundtable
In an increasingly connected world, delivering seamless and personalised customer experiences across multiple channels is critical for competitive advantage.
This session, led by Iain Ogilvie, Senior Solution Consultant at Treasure Data, will examine how AI technologies can empower users to create next-generation omni-channel engagement strategies. Participants will come together to discuss how real-time AI insights and predictive analytics can transform customer journey orchestration, enabling smarter audience targeting and dynamic personalisation.
Key discussion points:
AI-Driven Customer Journey Management: Enhancing orchestration with automated, data-informed decisioning
Predictive Personalisation: Forecasting customer needs to deliver relevant content and offers
Real-Time Data Integration: Utilising live customer signals to adapt engagement strategies instantly
Measuring and Experimenting: Using AI to optimise campaigns and accelerate innovation
Implementation Challenges: Overcoming barriers to adopt AI-powered omni-channel marketing
Participants will leave equipped to leverage AI for delivering impactful, customer-centric engagement that drives growth.
Speaker:
Iain Ogilvie
Treasure Data
Senior Solutions Consultant
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Main stage
The Main Stage proudly showcases industry trailblazers presenting their insights on the future of customer engagement. These forward thinking experts delve into anticipated industry trends and technological advancements that demand our attention.
A must attend for those wanting to gain valuable foresight into evolving customer dynamics, innovative strategies, and cutting edge tools that will shape the landscape of customer interactions in the coming years.
FUTURE OF THE CONTACT CENTRE
- Enhancing Service Quality and Efficiency
- Multi-Channel Support Strategies
- Employee Training and Motivation in Customer Service
- Proactive Customer Service Strategies
- Using Technology for Service Improvement
- Best Practices in Customer Service
CUSTOMER CONTACT
Customer engagement is evolving to dynamic, AI powered multichannel interactions. Businesses are adopting omnichannel strategies that seamlessly integrate voice, chat, social media, and self-service options. This transformation is driven by AI-enabled personalisation, predictive analytics, and automated solutions that provide faster, more tailored customer experiences across all touchpoints.
- AI-powered Personalised Interactions
- Seamless Omnichannel Experience Delivery
- Real-time Adaptive Customer Support
- Virtual Shopping Assistance Integration
- Automated Cross-channel Marketing Solutions
- Mobile-first Engagement Strategies
DATA, INSIGHTS AND ANALYTICS
Empowering businesses to gather and analyse huge amounts of information from diverse sources, revealing patterns and trends in customer behavior and identify friction points. Understanding individual preferences helps create personalised experiences boosting satisfaction and loyalty and help anticipate future actions, allowing proactive strategies to reduce churn. Using real-time insights to refine messaging, product offerings, and marketing campaigns for targeted engagement.
- Integrating Data from All Customer Touchpoints
- Predictive Modelling for Customer Insights
- Real-time Data Analytics in Customer Engagement
- Ethical Use of Customer Data
- Data Visualization Techniques for Customer Insights
- Using Personalisation in Customer Engagement
CUSTOMER EXPERIENCE MANAGEMENT (CXM)
A holistic strategy integrating methodologies, processes, and technologies ensuring positive customer interactions across all touchpoints throughout the customer lifecycle, relying on gaining deep insights into customers’ needs, preferences and behaviors through tools such as customer surveys, feedback analysis, and customer journey mapping. Effective CXM requires collaboration across various organisational functions, including marketing, sales, service and operations, to create seamless and memorable experiences.
- Implementing Customer-Centric Culture and Practices
- Designing and Optimising Customer Journeys
- Measuring and Improving Customer Outcomes
- Voice of Customer: Gathering and Implementing Feedback
- CX and UX Integration for Enhanced Customer Satisfaction
- Successful CXM Strategies in a Digital Era
ENGAGEMENT MARKETING
Fostering two-way conversations between brands and customers to forge meaningful connections through digital channels like email, social media, and push notifications. Delivering timely, personalised content to boost customer engagement, focusing on tailored experiences that align with customers’ interests, encouraging active participation. Placing customers at the center of the strategy, brands can build emotional connections, enhance satisfaction, ultimately strengthening brand-customer relationships.
- Integrating Email and Social Campaigns
- Creating Valuable, Relevant Content
- Fostering Two-way Dialogue With Customers
- Setting Measurable Goals and KPI’s
- Building Emotional Connections Through Storytelling
- Analysing Cross-channel Engagement Metrics
LOYALTY, RETENTION & GROWTH
Customer engagement drives loyalty and retention by fostering emotional connections that lead to repeat purchases, increased spending and ultimately growth. Engaged customers become brand advocates and provide valuable feedback. Sales teams can leverage these strong relationships to cross-sell and upsell more effectively. This creates a sustainable cycle of growth through word-of-mouth referrals and enhanced customer lifetime value.
- Building Effective Customer Loyalty
- Measuring and Improving Retention Rates
- Customer Lifetime Value (CLV) Optimisation
- Cross-Generation Sales Tactics
- B2B versus B2C Engagement
- Reducing Churn and Increasing Win-Backs
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What to expect
INTERESTED IN ENTERING THE ENGAGE AWARDS?
See the customer award categories and find out more information.
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