ADMA Global Forum Program

Program and speakers are subject to change

Thursday 30 August 2018
7:30 - 8:30
Registration
8:45 - 9:00
Welcome
9:00 - 9:30
e-Estonia - The World's Most Advanced Digital Society

Twenty years ago, Estonia decided to take a ’tiger leap’ forward. Today, it is the shining example of bureaucratic efficiency. Filing a tax return takes five minutes, national voting occurs online, and no one has to track down medical records. Estonia’s vision: to design public sector services from the point of view of the citizen instead of the authority.

  • The digital success story of Estonia
  • Creating a service-centred mindset
  • CX Innovation with citizens in mind
9:30 - 10:10
Panel Discussion: The CX-driven Enterprise: Leading Transformation and Change

Join a conversation with the leading minds in global customer experience to discuss the critical role leadership plays in driving a customer-centric culture and mindset across their organisations. Learn how to apply these insights to your own organisations.

  • The role of leadership in an age of the customer
  • Creating a culture of innovation
  • How to disrupt from the inside
  • Championing change across all layers of an organisation
  • Attracting top-tier talent to drive your vision
10:10 - 10:50
Fireside Chat: The Winning Ingredient in the Innovation Race: Diversity and Inclusion

How do you create a true culture of inclusion, build your A-team and keep them feeling valued, understood and engaged? Nurturing an inclusive culture that champions diversity and provides a framework for behaviour modelling is at the heart of successful leadership in the age of disruption. 

  • Fostering an environment of inclusion
  • Reshaping your diversity strategy
  • The importance of championing diversity through leadership
  • Supporting STEM and the future workforce today

Moderated by Bridget Gray

10:50 - 11:20
Morning Tea
11:20 - 11:50
A Journey of Customer-Led Transformation
  • Data-driven transformation
  • Measuring CX through customer journey analytics
  • Digital disruption transforming the customer experience
  • The role data plays in customer engagement
  • What customer-first agenda means to IT, marketing and digital collaboration, skillsets and ways of working
11:50 - 12:30
Panel Discussion: Leading in the Age of the Customer

Technology is exponentially changing customer behaviour and raising expectations for cheaper, faster and more efficient goods and services. In response to the substantial changes in the landscape, marketers need to be more customer-centric than ever before to remain competitive!

  • Building a tribe of data-driven marketers
  • The pivotal role of the marketer as part of the C-suite
  • The employee-customer equation
  • How is emerging technology shaping the future role of the CMO?
  • Creating a purpose driven marketing strategy
  • Becoming strategic - CMOs activating growth-driving activities
12:30 - 13:30
Lunch
Leadership Stream
Creativity & Innovation Stream
Marketing Technology Stream
13:30 - 14:00
Leading in an Age of Disruption: Adapt or Die
  • Transforming the Save the Children operating model to remain relevant in an age of disruption
  • Harnessing new edu-tech, e-health and fintech technologies;
  • Developing new forms of collaboration and partnerships;
  • Leveraging new digital channels to inspire supporters
Deakin University's Genie, Changing the Game in Customer Experience and Beyond
  • Marrying chatbot technology, AI, voice recognition and predictive analytics
  • From changing the experience to disrupting the business model
  • Deakin’s innovation journey
  • Woolmark re-imagining product starting with the customer
  • AI and ML (machine learning) for insights, and making business decisions
  • Connecting with your customer using AI
  • Marketers’ guide for creating meaningful customer relationships
14:05 - 14:35
  • What are the defining characteristics of a growth mindset leader and organisational culture?
  • Why is this critical in an age of disruption?
  • How a growth mindset cultivates innovation, creativity and collaboration
  • How to apply a growth mindset to your business model
  • Building a strong content strategy
  • Focusing on conversations
  • Personalising content for ANZ
  • How voice-first will disrupt businesses, platforms and the way in which customers interact
14:40 - 15:10
  • Croc Dundee and the Super Bowl the most talked about commercial in 2018
  • Understanding your audience and creating a CX that ‘speaks to them”
  • Branding done right – lessons learnt from Tourism Australia
The Power of Neuro-Marketing - Gaining a Competitive Advantage
  • How to apply decision science to marketing
  • Emotive vs. rational marketing campaigns
  • What campaigns got it right? A global analysis shining a spotlight
Combining Data and Tech for Mass Personalisation
  • Creating the optimal customer journey with programmatic
  • The programmatic enablers: tech and data
  • The evolution to hyper-personalisation
15:15 - 15:45
How to Generate Disruptive Customer Insights to Drive Customer Experience and Financial Outcome at Speed
  • Methodology to uncover disruptive customer insights
  • A simple framework for developing competitive advantage
  • Delivering a valued experience to avoid margin dilution
  • GDPR and the potential impacts to business
  • The dos and don’ts of data security
  • Explore how data is being used to improve both customer experience and profit lines
  • How to create immersive CX
  • Leveraging tech to connect with your customers in new ways
15:45 - 16:15
Afternoon Tea
16:15 - 16:45
Creating a Culture of Data Enablement

Data-driven customer experience transformation

  • Driving growth with data
  • Data-led CX moving beyond segmentation to personalisation to individualisation
  • Data as the key ingredient to improving CX
16:45 - 17:25
Creating a Purpose Driven Business
17:25 - 17:30
Closing Remarks
17:30 - 18:30
After party @ Zeta bar - Drinks & Canapes
Friday 31 August 2018
7:30 - 8:30
Registration
8:50 - 9:10
Welcome
9:10 - 9:50
Winning in an Age of Consumerism

Today consumers have more choice than ever. Winning the hearts and minds of consumers is both an art and a science. We will take a journey through how consumer choice has changed over the years and reveal imperatives to earn customer loyalty.

  • Winning by obsessing on what matters most: Customers NOT Competitors
  • Getting the customer experience right
  • Creating a customer centric marketing strategy
  • Always start with the customer (Data, CX, Feedback, etc.) and work backwards
  • Aligning your marketing strategy with business vision & goals
9:50 - 10:20
Panel Discussion: Re-imagining Customer Experience for Success

CCOs are sending clear signals about the importance of a customer-first approach. They lead business change by influencing all layers and aspects of an organisation towards future success.

  • Becoming a customer activist
  • Creating memorable brands
  • Partnering for innovation and inspiration
  • Building customer narratives grounded in data through creative methods
  • New technologies for CX engagement
10:20 - 10:50
The Modern Day Paradox, “Loyalty is Dead, Long Live Loyalty"

How can marketers cut-through the noise and get the attention of customers in a global, ‘un-loyal’ customer-driven marketplace

  • Optimising CX, from a CMO Lens
  • Cutting through the noise, making yourself heard
  • Balancing O2O
10:50 - 11:20
Morning Tea
11:20 - 11:50
Keeping Up With the Speed of Life - Transforming BPAY Group

BPAY Group’s innovation journey through customer centricity.

  • The evolution of real-time payment
  • Australia’s first inter-bank person-to-person real-time payment service Osko
  • Crafting human-centred design as the benchmark for product innovation
  • What’s next for Osko
11:50 - 12:20
12:20 - 13:20
Lunch
CX Transformation Stream
CX Optimisation Stream
Marketing Technology Stream
13:20 - 13:50
Neuroplasticity: The Science Behind The Art of Co-Design and Organisational Learning
  • The rationality myth
  • Making the unconscious conscious
  • Patient feedback informed treatment and design: enabling creative insights that motivate service delivery change
  • Developing a new relationship with managing risk through innovation    
  • Creating a culture that can consistently deliver compassionate and evidenced based care
  • Establishing one-on-one relationships with your customers
  • The value of being customer-centric
  • Customising digital experiences to customer needs across-channels
  • Creating engaging, personal and relevant customer experience
Marketing-led Technology Transformation Showcase - Village Roadshow
  • Marketing-led Technology Transformation Showcase - Village Roadshow
  • Starting with the customer, not technology
  • Understanding the intersection of the customer and marketing
  • Creating meaningful customer  engagement through content that resonates
  • Fom legacy technology to building a MarTech stack that works
13:55 - 14:25
The Digital Future

The holy-grail of staying ahead of competition.

Digital & Customer Journey Integration
  • Understanding the role of journey mapping and persona’s and how this can shape digital experience delivery
  • The role digital experience plays in generating trust in your brand
  • Best practice digital personalisation and ‘in the moment’ marketing
  • Using digital tools to connect with your customers in a meaningful way when they need it most
Tackling the Marketers Challenge, Personalisation at Scale
14:30 - 15:00
Innovation at Guman y Gomez
  • Bench marking ROI on marketing spend
  • Measuring social success from the #bringcalhome campaign
  • Drone testing, and next-gen tech investments @GYG
Staying Ahead of Competition by Leveraging Social Selling
  • Personalisation across channels
  • Real-time engagement
  • Are influencers still relevant?
Is it a telco? Is it a Tech platform? Is it a Broadcaster?

How OVO merges mobile, AI and content into a hybrid that surfaces content to customers when they want, how they want.

15:05 - 15:35
  • Why we rebranded - Returning to the core with a modern twist
  • Sharing learnings from Pizza Hut’s  customer-first journey
  • Taking a glocal approach
  • Making your budget go further
  • The art of shifting paradigms
  • What you should be measuring and probably aren't 
  • Your most valuable asset
Modernising Marketing in a Legacy Environment
  • Changing company focus to a customer-driven engagement model
  • Implementing a cloud data mart to enable marketing automation
  • The CX journey – aligning technology, digital and marketing
15:35 - 16:05
Afternoon Tea
16:05 - 16:35
Reimagining CX through AI, ML and IoT

Business disruption is the new norm.
What role can new and emerging technologies take to ensure relevance and survival for your organisation.

  • AI and ML (machine learning) for marketing
  • Connecting with your customer using AI
  • Marketers’ guide for creating meaningful customer relationships
16:35 - 17:05
Sophia - The World's First Humanoid Robot Live on Stage

AI, in the form of robots is truly a sign of the times and where we are headed, join Sophia in a Q&A session, the world’s first humanoid where she thinks the convergence is between her kind, and man-kind.

17:05 - 17:10
Closing Remarks
17:10 - 18:30
Forum close