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2018 Customer Experience Conference

Creating Competitive Advantage by Putting Customers First

March 14, 2018 – March 16, 2018
Hilton Orlando, Orlando, Florida


12:00 pm - 5:00 pm


2:30 pm - 5:00 pm


Innovation in the Life Insurance Vertical, a Look at the Current State and a Glimpse into the Future…. Are You Ready?

  • Jennifer Byrne

    President and Co-founder
  • Beth Houlis

    Director, Design, Research and Innovation
    Liberty Mutual Group
  • Kartik Sakthivel, M.S.-IT-CIS, M.B.A.

    Chief Information Officer
    LIMRA and LOMA
Innovation…is it more than just a buzzword or fad. How do you define it within your organization? If everyone is talking about innovation, why are there only a few who are actually doing it?  Why is there an Innovation Gap?  What does that really mean? So many questions surround Innovation that it could easily make your head spin.   Join us for a lively and interactive pre-conference session that will help to answer the many questions you may have. In this session, we will hear from the Chief Information Officer at LOMA and learn what steps LOMA is taking to address this industry wide challenge. Come and learn from an Insurance Executive on her approach to innovation. She will discuss how her organization has built a culture that supports Innovative Thinking and Design. Finally, to complete the circle, you will hear from an Accelerator whose primary purpose is to help you connect with the brightest minds outside your four walls, those developers who are tackling the everyday challenges of our industry head-on, using innovation competitions and hackathons, this session is a one that you do not want to miss.

5:00 pm - 6:30 pm

RECEPTION - Sponsored by Medallia

7:00 am - 4:00 pm


7:00 am - 8:00 am


8:00 am - 9:30 am


Innovation in Customer Experience…

  • Brian Solis

    Principal Analyst
    Altimeter Group
As the principal analyst at various Fortune 500 and tech/startup companies, Brian Solis knows what it takes to be innovative. Solis will discuss why the future of business is experiential, and share his insider knowledge on how to create meaningful experiences for your customers. He will also explore the transition from Brand Experience (BX) to Customer Experience (CX) to User Experience (UX), and what’s really at the heart of great customer experience.

9:30 am - 9:45 am


9:45 am - 10:45 am

1.1 Serving Today's Customer: Be Good at Everything, Great Where it Matters Most
Bob Scheppegrell, Senior Vice President, Customer Solutions, Lincoln Financial Group
In the life insurance space, customers are beginning to demand immediate, personalized service and experiences, based on their interactions with outside industries and companies like Uber and Amazon. But how do companies in the life insurance industry - historically known for complex, lengthy, paper-driven experiences - turn the page and make customer service and experiences into a differentiator and competitive advantage? Bob Scheppegrell, SVP of Customer Solutions at Lincoln Financial Group believes it starts with redrawing the lines around customer journeys. While every interaction with a customer is important, some customer journeys have greater impact than others, requiring service levels that drive ‘great’ experiences.
1.2 The Lure of Personalization
Scott Brown, Executive Creative Director, Citizen
The role of customer experience is at a turning point for financial services companies. The dream, of course, is meaningful, contextually aware personalization. After all, the convergence of new platforms and devices, unprecedented access to data, and powerful new technologies like AI are poised to make it a reality. But the industry is falling short of the full potential of personalization because it’s asking the wrong questions. In this talk, Scott asserts that true personalization will start when we shift the conversation from “How can we use personalization?” to “What’s in it for the user?” He’ll show how personalization that delivers relevance, convenience, and utility is what drives engagement, preference, and value for both the business and the user. He’ll explore the opportunities and pitfalls of personalization, while offering creative approaches to understanding, prioritizing, and acting upon the user needs that can drive an effective personalization strategy.
1.3 Fraud - Increasing Threats to Your Company and Policyholders
Jim Fox, Senior Vice President, Treasury Management, Wells Fargo
According to the 2017 AFP Payments Fraud and Control Survey, 74% of all businesses experienced payments fraud in 2016— more than any other year on record. And fraud continues to appear in new and more virulent forms. Across the insurance space we have seen fraudsters find ways to affect you, your policyholders and claimants outside of just payment. In this session, learn why it's critical for insurance companies to stay up-to-date about fraud threats and take action to protect your corporate assets as well as customer data. Join this focused discussion on the threats the insurance industry is experiencing and ways to protect your company.
1.4 Is Your Customer Service Millennial-Proof?
Melissa Scott, Life Vertical Marketing Manager, Insurance Data Solutions, LexisNexis Risk Solutions
Elliott Wallace, Vice President and General Manager, Life Insurance Vertical, LexisNexis Risk Solutions
Life Insurance carriers no longer need to be convinced that there is opportunity within the millennial generation to grow market share. In fact, millennials are one of the largest generations in history about to move into its prime spending years. Which is why it is essential to let go of today’s way of thinking and start to build a strategy for tomorrow’s customers. Focus on redefining customer relationships and learn how life carriers can leverage data and analytics to better service customers for decades to come.

10:45 am - 11:00 am


11:00 am - 12:00 pm

2.1 Recruiting and Engaging the Employee of the Future
Kylee Lacson, ALMI, ACS, Assistant Vice President, The Jacobson Group
Leah L. Mahoney, FLMI, PCS, Director, New Business and Customer Service Individual Life and Annuities Operations, Minnesota Life/Securian Life
Angela Trefethen, Vice President, Customer Experience, OneAmerica
No longer just a buzzword, the “future of work” has become a business reality. We now stand amid an economic cycle were the workplace is in a state of flux as technology is changing the way the business world operates and impacting day-to-day operations. Within the insurance industry, we have entered a new reality of the blended workforce—combining people, robots and artificial intelligence (AI). Already 50 percent of organizations have fully implemented or made progress in adapting cognitive and AI technologies. In order to ensure success in this rapidly evolving workplace, the industry needs to invest in the employee of the future. These individuals will be increasingly innovative, flexible and tech-savvy. In order to engage these critical professionals, insurers need to rethink their current recruitment and development strategies. Only those that embrace and promote the employee of the future will be able to find success.
2.2 Robotic Process Automation
Greg King, ACS, Director, Inforce Operations, John Hancock
Tom King, Senior Director, Pegasystems
2.3 Digital 3.0 for Advanced CX
Laila Beane, Chief Marketing Officer and Head of Consulting, Intellect SEEC
End user technology continues to advance rapidly and traditional insurance companies are falling behind at an increasing rate, particularly when users compare their experience with high tech, retail and consumer finance companies. Advanced customer experience doesn’t just supercharge your growth strategy, it is also proven to significantly improve persistence and reduce operations cost as customers get satisfaction from an immediate ‘here and now’ experience. CX strategies for 2018 require a revamped design thinking approach. Traditional data models & high touch processes cannot be a part of your sustenance and growth strategy. Insurers need to absorb and contextualize newer data types, leverage AI powered deep learning platforms for scale and future proofing, and truly extract information patterns and insights for retention, attraction and market growth strategies. Over the next 3 years as the penetration of gadgets like virtual assistants, IoT devices, wearables and augmented/virtual reality takes off, customers will use these devices in more of their day to day activities and for interacting with core technology. Is your company ready to exist in this world? Leveraging newer technologies while mired with legacy does not have to be at a high cost and there are best practices that will enable success to your target operating and CX goals. Those that leverage this will make doing business with them so easy for customers and agents that others risk becoming irrelevant very quickly.
2.4 Digital Insurance 2.0 - The Digital Age of Insurance
Denise Garth, Senior Vice President, Strategic Marketing, Industry Relations and Innovation, Majesco
At the heart of the digital age is a shift from Insurance 1.0 in the past to Digital Insurance 2.0 for the future. Insurance 1.0 business models of the past 50+ years have been based on the business assumptions, products, processes, and channels for the Silent and Baby Boomer generations. Gen X was the first generation to begin the shift with the introduction of personal computers and the Internet as early indicators of the future digital age. Today, Millennials and Gen Z influence is growing and intensifying, significantly shifting the fundamental business models of all businesses, including insurance, by demanding the use of digital technologies and new products and services that align to their demographics, needs and expectations … creating Digital Insurance 2.0.  Learn new insights and implications from new consumer research that looked at year-on-year changes in behaviors, interests and expectations as well as the impact of new insurance products and business models that have emerged into the market by InsurTech and traditional insurers.  Understand the disruption implications – expectations, innovations and competition – across the generational groups. The research decomposed these products and models, providing insight on the impact and potential of new expectations, new innovations and new competition to intensify the market changes and disruption.  For traditional insurers to remain relevant as older generations decline in buying power and the new generations increase, they must turn this knowledge into actionable initiatives. If not, the ever-widening gap between competitors who are innovating and taking action and those who are not will be insurmountable, putting insurers future at risk.

12:00 pm - 1:30 pm


1:30 pm - 2:30 pm


Senior Operations Executive Panel: Discussions on the State of the Industry

  • Kate Montgomery, FLMI

    Vice President, Policy Service
    Investors Heritage
  • Travis Piotrowski

    Vice President, Client Services Transformation
    Northwestern Mutual
  • Robert E. Scheppegrell, CPA, CMA, FLMI

    Senior Vice President Customer Solutions
    Lincoln Financial Group

2:30 pm - 2:45 pm


2:45 pm - 3:45 pm

3.1 Current Fraud Trends and Tools for Frictionless Customer Experience Without Compromising Security
Vijay Balasubramaniyan, Ph.D., Chief Executive Officer and Founder of Pindrop

Historically, insurance companies have had high fraud exposure - due to the size and nature of insurance policies - but relatively low fraud risk, compared with their banking industry counterparts. In the past two years, however, we have seen a monumental shift. Fraud risk for insurance companies has increased by 228%. Insurers are now burdened with both a high dollar per account exposure risk and an increased number of fraud attacks. A recipe for disaster. Understanding some of the current fraud trends will help you make the right decisions as you choose tools and technology for fraud prevention. In this session, founder and CEO of Pindrop, Vijay Balasubramaniyan, will talk through the current fraud vectors and trends occurring across the industry. Additionally, he will walk through a demo of Pindrop's latest tools for fraud prevention and frictionless customer authentication for all voice interactions.

3.2 Getting Millennials to Stay
Nicole Overmeyer, Sales and Relationship Manager, LOMA Assessment and Development Solutions
Lauren Tarbuk, Senior Sales Associate, LOMA

Millennials are already the largest generation in today’s workforce and are expected to form 50% of the global workforce by 2020. With more and more Baby Boomers beginning to retire, it’s critical to understand how to attract and retain this growing demographic. Attend this session to:

  • Understand how to attract Millennial applicants.
  • Discover how hiring tools can help identify top Millennial talent.
  • Explore employee development strategies to make them want to stay. 
3.3 Mining for GOLD in Everyday Data
Adrian Guenther, Vice President, Individual Annuity Contact Center, Lincoln Financial
Every call and every click of the mouse can be a priceless source of VOC, efficiency and quality assurance, you just need the right tools to help you find the GOLD in your everyday data. 
G- Gain nearly instantaneous efficiency and productivity lifts by tracking every mouse-click
O- Obliterate mistakes by triggering situationally based messages and automating data propagation
L- Leverage 100% of your conversations to quickly improve your customers’ experience
D- DON’T miss this session!
Come hear from an industry peer about their experience in unlocking the potential of speech analytics and desktop process analytics.
3.4 Delivering a Next-Gen Experience to the Next-Gen Applicant
Samir Ahmed, Principal and Senior Architect, X by 2
The life insurance industry has been abuzz with improving customer experience in life insurance for the past few years, both broadly, as well as specifically for the new business and underwriting process, since that's when policyholders and carriers have traditionally had the most touch points. It might seem like a tired topic to revisit in 2017, but the number of carriers that have yet to (fully) implement capabilities such as end-to-end electronic application, end-to-end eSignature, straight-through policy issuance, and eDelivery of policy, just to name a few, indicates otherwise. What is behind the low adoption rates for such capabilities? And more importantly, what can we do to drive higher adoption? Hint: it's not lack of awareness or desire to implement! This presentation will answer these two questions, and leave attendees with actionable takeaways for moving the needle forward on adoption of digitization and improving the customer experience in the new business and underwriting process.

3:45 pm - 4:00 pm


4:00 pm - 5:00 pm


The Passion of the Playmaker

  • Brian Holloway

    5 time All-Pro, Super Bowl Champion
    New England Patriots
This is a strap-yourself-in, high-speed roller coaster ride of an experience. Unleashing the Passion of the Playmaker focuses on the passion of the individual who must compete internally within the team, and collectively as a team. This keynote is for high-powered executives that must make the impossible happen. Holloway will motivate leaders to get “un-stuck,” tap into potential wealth and power, and provide solutions to get teammates on board and working together. Learn how to unleash the passion in your team at the workplace to outperform your competition.  

5:00 pm - 6:30 pm

RECEPTION - Sponsored by Cincom
FRIDAY, MARCH 16, 2018

7:00 am - 8:00 am


8:00 am - 9:00 am


Steve Jobs: The Lost Interview

  • Jeff Tobe, M.Ed., CSP

    Customer Experience Expert
    Coloring Outside the Lines
Before Steve Jobs rejoined Apple, he sat down with BBC interviewer Robert X. Cringely for a no-holds-barred interview. It was the best interview Steve Jobs ever gave, full of tremendous business takeaways, but the master tape went missing and remains missing today. Join Jeff Tobe, M.Ed, CSP, in parsing Steve Job’s famous lost interview and extracting the leadership and life lessons that businesses can benefit from today. Topics of discussion will include leadership style, creating disruption in your industry, and setting yourself apart from the competition. Tobe will leave the audience with the tools to put these game-changing ideas and philosophies to work in your business right away.  

9:00 am - 9:15 am


9:15 am - 10:15 am

4.1 CX: Who's Job is it Anyway?
Cindy Henry, ACS, ALHC, FSRI, FFSI, FLMI, PAHM, Director, Learning Product Management, Education and Training Division, LOMA
Gene Stone, FLMI, ACS, CLU, Assistant Vice President, Instructional Design, LOMA
Customer experience is every employee's job whether they know it or not (and many don't!). When everyone in the company understands their effect on the customer experience, the organization's culture becomes customer centric, which can improve customer retention, increase revenue, and heighten employee engagement. In this interactive session, you'll have some fun as you learn how everyone impacts the customer experience, why all employees must develop a customer-first mindset and best practices for implementing a successful CX initiative.  You'll also have the opportunity to experience LOMA's award winning gamified learning course: Impact CX: The Quest and see how it can support your organization's CX goals.
4.2 Know Your Customer: How They Interact With Your Processes and How Data Makes or Breaks Your Experience
Scott Kaeppel, President, Kaeppel Consulting, LLC
Provides attendees with an overview of the four key components to Customer Experience Engineering and their role in ensuring the organization uses the tools and methods to improve toward their goals and objectives while managing their CX processes.
 1. Who and What of Customer Experience 
 2. Know Your Customer, Develop CX Strategies
 3. How and When of Customer Experience: Manage your Customer Tactically
 4. Orchestrate and Automate Operational components
4.3 Smarketing: How to Hints on Executing Inbound Digital Sales and Marketing
Donna Jermer, Vice President, Distribution Lead, RGAx

I'll pull back the curtain on how Marketing and Sales disruptors are leveraging digital experience from other verticals and applying digital experiences for life insurance. I'll also cover tactical take-aways, like the campaign channels and KPIs that we use, the consumer data and campaign data we pass back and forth, as well as the tools that power it all. We’ll review the adoption of today’s consumer – focusing on well-documented, strengthening trends that are causing insurance distribution to be transformed at an ever-accelerating pace. This session will review strategies & tactics that include:

  • Inbound marketing – strategy, branded/non-branded considerations, and tracking progress
  • Visibility – getting found, and why content matters
  • Converting customers – turning prospects into leads; leads into customers; and customers into referrals
  • Better decisions – picking people, agencies, and campaigns
4.4 Annuity Correspondence: Great American Promises an Improved Customer Experience
Stacey Lipp, ALMI, ACS, Technical Analyst supervisor, Great American Insurance Group
Discover how Great American’s Annuity department is applying innovative technological changes to current processes while developing new projects to fulfil the company’s promise of superior experiences. Discover the successes and complications that occur during high stake correspondence initiatives and how Annuity IT can demonstrate skills for working under pressure and time constraints. Explore how they approach the implementations, the lessons they learned, and the benefits of collaboration.

10:15 am - 10:30 am


10:30 am - 11:30 am

5.1 Leveraging Emotional Intelligence to Engage Digital Consumers
Shelly Habecker, DPhil, Consumer Content & Engagement Specialist, Assistant Vice President, Swiss Re
Corinne Kenny, Innovation Research and Communication Specialist, Swiss Re US Life & Health
Emotional intelligence is often described as self-awareness, social competence, interpersonal sensitivity, and empathy –.a collection of personality traits that enable individuals to succeed in the workplace.  But what if we reframe emotional intelligence to mean the ability to perceive, understand, and manage consumer emotions for the benefit of the business?  Building strong data analytics capabilities to piece together the digital crumbs that consumers leave behind will only get us part of the way toward understanding consumer preferences, behaviour, and their propensity-to-buy certain products.  Effective digital consumer engagement also requires a holistic understanding of how the consumer feels about the product and the purchase experience. Attendees will learn how customer journey mapping can be used to understand the motivations, actions, obstacles, and emotions that influence the customer purchase journey, and how our industry can leverage technology to navigate these experiences.
5.2 Client Complaints in Changing Times
Kathy Suave, Director, Client Relations, Individual Operations, Sun Life Financial

In 2015 our company was in the news in a way that we don't want to be. Our company, Ombudsman and regulators had all agreed with a decision we'd made when a client cancelled a life insurance policy prior to be diagnosed with dementia.  Everything we'd learned showed that he was still a functioning lawyer when the decision was made, but as we uncovered the layers, we learned a lot. Speaking with his wife was a pivotal moment for me and for our company. We learned that him cancelling the policy was the last straw for the family. They could no longer ignore the signs of failing mental health in this 60 year old man. The facts we'd gathered, only told part of the picture.  This decision by the client caused them to initiate the testing that lead to his diagnosis. Our understanding of how he continued to be a lawyer, was actually the family very carefully supporting him to close his practice. There was a lot of gray. We asked ourselves what we needed to change to never have this happen to a client again. What did we need to gain a better understanding? We introduced a "vulnerable client" philosophy that would give clients the benefit of the doubt.  We talked about "being on the right side of right."  Even though our contracts may be clear, is it the right thing to do?  It has sent us down a really exciting path. We've done some great things for clients such as:

  • Providing the opportunity for a widow to rethink the payout annuity she purchased and have a “do over” (invest a smaller amount of her savings and keep more in accessible investments).
  •  Created a new philosophy for clients who have surrendered a plan, but had a change of mind within a short time period.
  •  Made some complex decisions around clients who didn't understand their product at the time of purchase and have realized it years later so we work them to have affordable coverage.

This work lead to a CEO Award of Excellence, which is our highest company honor.  We were always a company that cared, but we've now broadened what that means.  The company has introduced a Client Advocacy group to take this even further and create greater consistency across all areas of our company. (Group and Individual Business)

5.3 Getting Personal: The Future of Digital CX for Insurance
Lisa Woodley, Vice President of FSI Customer Experience, NTT DATA Services

Digital disruptors like Netflix and Amazon have raised the bar on frictionless digital customer experiences, leaving many insurers playing catch up. Everything from hyper-personalization to the ability to interact via voice-controlled artificial intelligence (AI) agents, such as Alexa and Siri are quickly becoming the norm. In this talk, Lisa Woodley reveals startling insights from a recent survey on what financial services and insurance firms are doing right in terms of digital CX, where they need to improve, and what kinds of data early-adaptors are willing to share in exchange for better, more personalized digital experiences. Lisa will also take you through what insurance companies can do now to overcome their underlying data issues and harness the power of customer data to deliver the digital experience their customers expect now and in the future.


11:30 am


Steve Jobs: The Lost Interview
Jeff Tobe - CX
Unleashing The Passion of The PLAYMAKER
    Unleashing the Power of the Playmaker