The 3rd Customer Experience (CX) Management Seminar 2018

Date: October 18, 2018
Location: AIM Conference Center, Makati City, PH


It is the year of Customer Experience (CX)!

Recent studies showed that today’s markets are driven by ‘data and experience’ as focal point of digital activities. At the same time, companies around the globe are investing heavily in design and creative renaissance to differentiate their brands.

Delivering remarkable customer experience (CX) takes the right culture to achieve the right blend of tech,
data and design.

Companies committed to delivering experiences are adopting a cross-team approach with the customer at the heart of all initiatives and collaboration. These organizations are winning significantly, and have built a cohesive, long-term plan for attracting future customers. It is not surprising that these companies are at the top of their sectors.

This seminar presents thought leadership, best practices, and successful case studies on customer experience (CX). Get insights on how effective CX programs encompass overall customer interactions in various channels to get them to loyalty and brand advocacy.


1. Understanding Customer-Centric Growth and Innovation that Leads to What is CX

Companies must deliver a total experience that is purpose-led, customized and consistent. Cultivate and inspire a culture of customer experience innovation in your organization. Identify business leaders in various departments that can champion and act as ambassadors for CX efforts and lead the charge for the rest of the company to get involved. Understand what is CX and learn how to create an environment that encourages people to think outside the box, and keep pushing customer experience forward.

2. The Impact of Employee Experience on Delivering Customer Experience (CX)

Employees must be sufficiently empowered and trained to deliver customer experience. It takes a highly coordinated approach across the whole organization, with commitment from the top of the business to put the customer at the heart of all decision-making. A cross-team approach ultimately means ensuring that employees are motivated to work together across departments in order to bring about the best experience for customers.

3. Integrating Data Into CX Measurement

Can you measure a customer emotional connection and use that metric to further your Customer Experience program? Advances in data techniques and new measurement capabilities are allowing marketers and advertisers to understand the true value of their overall CX Efforts and digital media investment. Know the tools available to measure customer satisfaction, effort, emotion and promoter score.

4. Building a Strong and Effective Voice of The Customer (VoC) Program

When you really know what your customers want, you can design business strategy, craft messaging and offer solutions that truly resonate with customers and thereby provide a significant uplift in marketing effectiveness, sales conversions, satisfied customers and ultimately Customer Lifetime Value. Mapping customer journeys and capturing omni-channel feedback at every interaction, empower every single person within the organization with data-driven insights and real-time actionability that helps in making CX a key driver of growth and profitability.

5. Designing and Implementing Omni-channel Customer Experience in the Digital Age

How do you achieve seamless CX through a holistic view on the customer? Marketers need to harness digitization and technologies to win over the next generation of customers. Learn how to deliver a unified customer experiences and maximize engagement with consistent messaging and experience across channels.

6. Using AI, Bots, RPA to Create More Captivating, Convenient Experiences

Recently, breakthroughs in AI made it possible for organizations to get a complete, accurate and timely overview of their CX. It is used not only to turn customer data into business intelligence with unprecedented speed, but to discover unexpected insights based on textual customer feedback. How do you harness intelligent automation, or combine bots, processes and people to deliver more efficient and effective service, and an exceptional customer experience?

7. Creating Emotionally Engaging Experiences Using the Power of Storytelling

How can you map the emotional connections that a customer has with your brand? Effective brand storytelling and emotional connections can help improve customer experiences. Customer stories that contain rich detail and emotion can be powerful in demonstrating the value employees bring to the customer experience.

Who Should Attend

Managing Directors, General Managers, Business Owners, Entrepreneurs, Innovators, Business Development Directors/Managers, Strategic Planners, Corporate Planning Executives, CMOs, 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, Sales Managers/ Officers, Customer Service Representatives and Agents, Customer Care Personnel, Account Managers/Officers, Government, Academe, and those who are involve in customer experience management and responsible for driving innovation, strategy, marketing, business development, and practicing business excellence and continuous improvement in their organization.

Registration Fee, Discount and Payment Scheme

PHP 8,599 + VAT, inclusive of meals and kit

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

The Resource Speakers and Experts

Eduardo I. Mapa, Jr.

Founder and CEO
Castle By The River
A Digital Transformation Agency

‘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. 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).

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.

Anamaria M. Mercado

Program Director for Six Sigma Programs, CCE
Ateneo Graduate School of Business
Six Sigma Master Black Belt

Bim M. Mercado has work experience in the fields of business development and management, process improvement, and training & development. Her corporate life included 14 years in two multinational companies where she started as a Marketing Analyst and later as a Business Group Manager. Over those years, she worked with various types of customers (direct end-users and corporate accounts) and a mix of trade partners including distributors, dealers and retailers. Bim began her professional training and consulting work as Country Manager in an international consulting firm where she provided training and coaching services to companies across multiple industries.

Currently, Bim co- owns and co-manages a consulting company that specializes in measuring customer experiences, a franchise store (retail), and an office supplies trading company. She is the Program Director for Service Excellence and Lean Six Sigma Programs in the Ateneo Center for Continuing Education and a faculty member of the Ateneo Graduate School of Business.

Bim has a degree in Business Economics and post-graduate units in Professional Education from the University of the Philippines in Diliman and an MBA degree from the Ateneo Graduate School of Business. She is also a certified Six Sigma Master Black Belt and Lean Practitioner.

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.

Praveen Tatia

Vice President
Business Excellence Leader
Accenture, PH

Praveen Tatia is the Vice President, Business Excellence Leader of Accenture Philippines.

Previously, he worked as Global Head, Customer Experience Management Group (CEM), UBS & CIS, PH of Cognizant Technology Solutions Philippines, Inc. He worked with Genpact India and Philippines under different roles in Process Excellence, Transitions & Solutions, Re-engineering and Operations.

He has over 17 years of experience in BPO industry, specializing in leading global and cross functional teams for enhancing Client and Customer Experience, establishing business process management systems for contact centers and deploying Lean Six Sigma, Transitions, new account set up and process re–engineering.

He graduated with a Bachelor’s degree in Pharmacy from L.M. College of Science & Technology, Jodhpur and a PGDBM (equivalent to MBA) in Operations Management from IMT Ghaziabad.

Dennis Beng Hui

Managing Director and Founder, Technopoly Inc.

Currently, Dennis is the Managing Director and Founder of Technopoly Inc. and Assistant Professor, Department of Industrial Engineering, De La Salle University.

He is a Trainor, Coach and Mentor for over 17 years of continuous improvement program, process management and optimization. His dynamic and engaging management approaches, in both service and manufacturing organizations, has delivered remarkable customer experiences and value to customers. He conducts lectures and mentors business leaders in Lean and Six Sigma projects in retail, health care and food service sectors.

He believes in people first, process and technology follows. He sees decision making as a behavioral choice and influenced by the structure of the system. He is a frequent speaker in the Philippine Lean Six Sigma Conferences.

Dennis earned his Bachelor of Science in Industrial Management Engineering, Masters of Science in Industrial Engineering, and doctorate in Industrial Engineering (candidate) in De La Salle University.

Dindo Marzan

Managing Director and Vice-President
Voyager Innovations Inc.

Dindo Marzan is the Managing Director of Hatch, a mobile marketing solutions provider fueled by Voyager Innovations, Inc. He heads Voyager Business, the B2B sales and marketing arm of the company.

Dindo has over 12 years extensive experience in product development and management in the fields of IT, telecommunications, and broadcast media combined. He is knowledgeable in strategic and operational management, and has full exposure to branding and marketing communications with expertise in digital media and marketing.

Prior he joined Voyager, Dindo was a Digital Consultant in Australia helping start-ups and SMBs on their digital strategy and online marketing. His passion for innovation pushed him to come back to the Philippines to be part of the digital unit of PLDT, Inc. that drives the exploration and creation of disruptive services for the rapidly changing digital world.

He held senior positions at ABS-CBN Corporation. As the company’s Digital Strategy Head, and later on, Head of Digital Lifestyle, he was instrumental in the conceptualization and creation of Choose Philippines and ABS-CBN Mobile. He handled the content operations of iWant TV, iWant Stars, and iWant Txt.

Dindo gained extensive experience in product management and marketing at Globe Telecom handling broadband solutions for businesses and unlimited voice services for consumers. He got his first taste of new innovation and business development at Mozcom, the Philippines’ First Internet Service Provider, where he created a video streaming solution was used by Ateneo in its first ever webcasted graduation ceremony.

He holds a Bachelor of Arts in Speech Communications and Journalism, minor in Statistics from the University of the Philippines. He is pursuing his online graduate studies on Computer Programming from RMIT University, Melbourne.

Peach Natividad

Digital Strategy Director
TBWA\Digital Arts Network (DAN) Manila

Peach is the Digital Strategy Director of TBWA\Digital Arts Network (DAN) Manila responsible for forging an exciting new path for the CIio Philippine Agency of the Year.

She has over 10 years of experience in digital and traditional advertising experience, having worked with companies, such as, Ogilvy & Mather, Tribal DDB, and most recently, McCann WorldGroup. Peach was instrumental in MRM-McCann’s being named five-time Campaign Asia Digital Agency of the Year, contributing to a number of award-winning campaigns.

Peach holds a degree in Economics, major in Mathematics and minor in Anthropology, Magna Cum Laude, from the University of the Philippines.

Reviews on Past Customer Experience (CX) Management 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

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