The 6th Customer Experience Management (CXM) PH Seminar 2020

Date: June 16, 2020
Location: AIM Conference Center, Makati City, PH

Register Now Pay Online

The 6th Customer Experience Management (CXM) PH Seminar 2020


Customer Experience Management (CXM) is a process of designing and optimizing customer interactions to meet or exceed customer expectations (Salesforce Get Feedback Blog).

As customer experience becomes key to business sustainability, successful brands learned to understand customer to deliver compelling and engaging experiences in the moment.

Customer experience management determines whether your company succeeds or fails.

CX champions, therefore, use smart insights derived from deep customer understanding to discover new business opportunities, expand customer relationships, and grow revenues (Forrester Research).

Forward-thinking companies engaged in innovation as the benchmark of CX leadership. Customer-centricity, disruptive systems, lean thinking are fundations for business growth.

CXM Seminar presents thought leadership, best practices, and successful case studies to start and improve existing CX strategies. Get new approaches to refresh and reboot your CXM program.

Key Seminar Topics

1. Pillars of Customer Experience (CX) Program and Understanding Its Maturity Level

How do you keep your CX program from crumbling down? A discussion on stabilizing the foundation of customer experience program and interpretations of CX maturity levels.

2. CX: New Approach to Managing Innovation in the Era of Disruption

How CX can help brands tackle fundamental challenges and navigating innovation process? Brands and business are challenged to go beyond conventional business thinking. Find out in case studies presented in this session.

3. Customer Insighting Leads to Exceptional Customer Experiences (CX)

Interpret trends in human behavior which aims to increase effectiveness of a product or service for the consumer increase sales for mutual benefit.

4. Measuring Success: Identifying and Analyzing Customer Experience (CX) KPIs

Metrics showcase the progress of customer experience initiatives and pinpoint areas for improvement. Key Performance Indicators (KPIs) play a crucial role in customer experience programs and in showing the Return on Investment (ROI) for every company.

5. The State of Customer Experience (CX) in the Fourth Industrial Revolution

The Fourth Industrial Revolution (4IR) is on everybody’s mind. Its technology — whether artificial intelligence (AI), the internet of things (IoT) or blockchain — is spreading fast.

Gathering and analyzing more data is a start, but it’s not enough. Companies have to use data to deliver an experience that makes consumers feel valued and engaged.

6. Powerful Combination of Data and Creativity Fuels Customer Experiences (CX)

The ability to come up with original ideas enables marketers to create competitive advantage for businesses. Organisations know that data and creativity are equally important to their future success.

7. Beyond Loyalty: Consumers Emotional Connection to Your Brand

Emotions are the driving force behind 50% of all buying decisions.

A brand’s connection with consumers’ emotions (aka brand intimacy) directly affects the growth of its business. Brand intimacy encourages bonds that are reciprocal and are deepened by emotions. The user must have engaged with or repeatedly tried a brand before a connection is expected.

Who Should Attend

Managing Directors, General Managers, Business Owners, CMOs, Entrepreneurs, Innovators, Business Development Directors/Managers, Strategic Planners, Corporate Planning Executives, Brand Marketers, Product Managers, Category Managers, Advertising Managers, Sales Managers, CRM Directors/Managers, Digital Directors, Digital Marketing Service Providers, Agencies, Publishers, Media, E-Commerce Entrepreneurs, Startups, Account Managers, Branch Managers, Customer Service Representatives and Agents, Customer Care Personnel, Account Managers/Officers, Government, Academe, and those who are involved in customer experience management and responsible for driving innovation, strategy, marketing, business development in the organization.

Registration Fee

PHP 9,999 + VAT, inclusive of meals and kit

Discount Scheme (Choose 1 discount scheme)

– Package of 5 + 1 (register 5 delegates and get additional 1 for free)
– 20% Discount for Academe/Students/Government/NGOs
– 5% Discount to Past Delegates of Fiera Programs

Reviews on Past Customer Experience (CX) PH Seminar …

1. Very informative. Expectations were exceeded.
– Luis Castillo, Zuellig Pharma

2. Topics were relevant and discussed in an orderly manner.
– Dennis Makalintal, PNOC-EC (Philippine National Oil Company Exploration Corporation)

3. Speakers are all knowledgeable about the topics. The presentations were engaging and most of it are applicable to our company situation.
– Ruth Chiva, Zuellig Pharma

4. Very insightful seminar.
– Jon Lendl Mendoza, Petron Corporation

Register Today!

Call: +632-8896-0639, 8896-0637
Fax: +632-8896-0637
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The Resource Speakers and Experts

Eduardo I. Mapa, Jr.

Country Head/Partner
Entropia CBR

‘Digital Transformation Agent and Evangelist, Culture Maker, Data Whisperer And Chief Storyteller – At Large.’

Ed is the Founder and CEO of Castle By The River, A Digital Transformation Agency.

He has over 25 years of experience in the field of advertising, digital marketing, public relations and strategic planning.

Prior to moving in the start up and consultancy arena, Ed’s career spanned across key markets in Asia and worked with global advertising and marketing networks: Omnicom Group and Havas.

He was CEO of Digital Arts Network (DAN)/TBWA Manila; Co-Founding Partner of Havas Media Ortega in Manila; Chief Innovation Officer, Havas Media China; CEO of Havas Digital, Beijing; CEO of Havas Digital Mumbia, India; CEO and President of Media Contacts, Philippines (now Havas);Regional Account Director, Euro RSCG (now Havas) in Singapore.

He has led numerous innovative advertising and digital marketing campaigns and handled the businesses of Procter & Gamble, Unilever, Intel, Volvo, Smart Communications and Globe Telecoms among others.

Ed is one of the Co-Founding Directors of the Internet and Mobile Marketing Association of the Philippines (IMMAP) – the country’s premiere industry authority in digital marketing, and DCOM (Digital Commerce Association of the PHilippines). He is recognized father of the ‘Boomerangs’– considered as the Oscars of Digital marketing campaigns in the Philippines and just recently, Ed was the Director-In-Charge of the highly successful first Philippine Digital Congress in 2016 at the Philippine International Convention Center (PICC).

Maria Luz ‘Yayu’ Javier

President and COO
Avanza, Inc.

Yayu Javier is the President and Chief Operating Officer (COO) of Avanza, Inc., formerly MotivationAsia Philippines, Inc., a leading CRM and Loyalty Marketing company in the Philippines.

She has over twenty years professional experience in CRM, loyalty marketing and performance improvement; seventeen years experience in integrated marketing communications industry covering Philippines and Brunei markets. She acquired incentive and loyalty training from Maritz, Inc., a leading loyalty and global company based in the US and was awarded Maritz President’s Honor Roll in 2008. Her professional exposure spans retail, FMCGs, banking, and telecom industries.

Her work experience covers advertising (creative design, strategic planning and execution), CRM, rewards and loyalty, data analytics, call center operations, IT design and development (mobile/web), events, research, and audit controls.

She is an established Expert in CRM and has been invited as resource speaker in the Philippine Marketing Association National Marketing Conference, Bank Marketing Association, Bank Marketing Association in the Philippines, and Philippine Franchise Association. She is a regular column writer on CRM and Customer Service for the Philippine Retailer Association magazine.

She is the current Secretary General of Marketing Institute of the Philippines; President of Philippine Marketing Association in 2014; Board of Trustees of the Bank Marketing Association of the Philippines.

She holds an MBA from Ateneo Graduate School and Bachelor’s degree in Fine Arts major in Advertising from College of Holy Spirit.

Eva Maureen Claravall

Customer Experience Lead
Group Head, Client Business Partnerships
Kantar Philippines

Currently, Eva is the Customer Experience Lead and Group Head, Client Business Partnerships for Kantar Philippines.

As the Customer Experience (CX) Lead, she provides consulting covering customer journey mapping, transactional satisfaction, customer and employee relationships, in running full CX Management program.

She served as the Client Service Director for Kantar TNS and has 20 years experience in market research, media measurement and qualitative content research across a wide variety of sectors, including FMCGs, telcos and finance.

She was the Lead of Kantar’s foray into understanding the digital customer through the ‘Connected Life Study’.

She was the former Head of Cable, Print, S23, Regional Network Group, News and Current Affairs and ABSi Research at ABS-CBN.

Prior to working as an Account Manager for International Research at Nielsen Company, HongKong, Eva worked as a Senior Analyst for Colgate Palmolive.

She is an entrepreneur and a graduate of Organizational Communication at De La Salle University.

Jason Cruz

Director, New Business Development
ADA Asia (Analytics – Data – Advertising)

Jason is the Director of New Business Development for ADA Asia’s Philippine office, one of the leading voices on analytics, data, and how it impacts advertising, in the Asia-Pacific region. He specialises in business strategies and how brands can win on digital.

Prior to ADA Asia, he served with the country’s largest creative marketing solutions agency, McCann Worldgroup Philippines. In his time there, he moved up from social media manager to become the Head of Digital Strategy and lead for social marketing for Asia-Pacific in just a little under eight years.

He has worked on nearly 150 brand campaigns so far, and is a key player in some of the most culture-changing work from the marketing industry. Jason is a teacher at heart, and is a recognised educator among his peers, clients, and students alike.

Outside of the industry, he’s probably on a mountain or a football pitch somewhere, or co-running a craft cheese business and a fitness studio.

Denise Haak

Founder and Chief Experience Officer
Quiddity Usability Labs

Denise Haak is the Founder and Chief Experience Officer at QUIDDITY Usability Labs, a firm that specializes in User Experience, building and improving digital products that are grounded on usability principles. Her current roster of clients include Cebu Pacific, McCormick Culinary, UnionBank, and some pretty nifty start-ups.

Prior to QUIDDITY, she held the role of Agency Business Lead in Google, which she joined in 2012 as part of the inaugural team that was to eventually launch the Google Philippines office. There she worked to foster online marketing evangelization, develop digital capabilities, and strengthen partnerships with local advertising and media agencies.

Denise has spent over a decade in the advertising industry, cultivating client partnerships in her past agencies MRM, Publicis JimenezBasic, Bates 141 and Ogilvy, with brands such as Coca-Cola, Unilever, Nestle, L’Oreal, Kimberly-Clark, Pfizer, J&J, Motorola, Jollibee, Globe Telecom, Ayala Land, Unilab, and San Miguel.

Having endeavored all dimensions of traditional advertising, from PR to above-the-line, Denise inevitably came back to her roots, embracing her inescapable passion for all things digital – an attribute no doubt inculcated by her Computer Science education at De La Salle University.

A noteworthy speaker, Denise has designed, conducted and participated in hundreds of workshops and seminars covering everything from user experience, product development, digital marketing, brand activation, strategic planning and ideation.

In her spare time, Denise enjoys the company of her husband and two boys, plays Ultimate Frisbee, and volunteers her expertise as a mentor and coach for programs such as MarkProf, Globe University and Certified Digital Marketeers. And yes, she speaks Tagalog fluently.

Paulo Angelo C. Famularcano

Creative Partner
Entropia CBR

Paulo is the Creative Partner at Entropia CBR, a transformation company focused on creating business renaissance.

He served as creative director for both ImFree, a mobile tech-media platform; and The Engagement Party, a tech-focused solutions studio.

As head of creative for D5 Studio, he led creative production of editorial, branded and adaptive content.

Paulo’s body of work, which spans on-air to online advertising, content, digital platforms, and digital transformation. His work has been cited by the Philippine Advertising Congress, Boomerang and A’ Design. His efforts proved instrumental in Media Contacts Philippines being named Ad Congress/Ad Summit’s Media Agency of the Year. Twice. In a row.

Entropia CBR. Creative Partner. 2018 and beyond.

ImFree Mobile Inc. & The Engagement Party. Creative Director. 2017 to 2018.

D5 Studio. Head of Creative. 2015 to 2017.

Publicis JimenezBasic. Associate Creative Director. 2011 to 2012, 2013 to 2015.

Havas Media Ortega. Creative Director. 2012 to 2013.

Media Contacts. Creative Director. 2008 to 2011.

Richard Lance Parayno

Conversation and User Experience
Designer, Senti AI

Richard is a Designer and Developer of human-centered experiences of the future.

As a Conversation and User Experience Designer in the pioneering AI company in PH, he makes AI solutions usable and understandable to enhance productivity in human-computer teams.

Richard has worked on AI/Machine Learning projects for the country’s biggest names in advertising, telecommunications, and real estate.

He was the former Operations Manager at Ania Design Lab. He managed the finances of the company and transitioned the company from a manual accounting system to an automated, online one.

He was the Student Programs Manager of the Philippine Web Designers Organization (PWDO).

He is also a Co-Founder and active member of the User Experience Society DLSU Chapter. In addition, he is a Co-Organizer of Junior Form Function and Class – the premier student web design and development conference in Asia.

He is a graduate of Bachelor of Science in Information Technology at De La Salle University.