The 2nd Customer Experience (CX) Management Seminar 2018

Date: April 13, 2018
Location: AIM Conference Center, Makati City, PH

The 2nd Customer Experience (CX) Management Seminar 2018


Digital transformation enabled customers to take the lead in the purchase cycle. This reality is exerting pressure in businesses to create meaningful and remarkable customer experiences.

Brands need to design customer experiences that meet customer expectations. This transformation is an opportunity to eliminate underlying customer pain points and re-invent customer experiences (CX) – from the customers’ point of view – making it faster, easier or more convenient than traditional channels to engage.

Understanding the customer takes a deeper level by analyzing customers’ root motivations, desires and pain points. Having a detailed and multidimensional understanding of customers is essential. By applying analytics and cognitive technologies to comprehend both structured and unstructured customer data from a variety of sources, brands can build detailed customer profiles that will help determine the right CX initiatives to invest in and the best approach for customer adoption.

More and more, brands need to design marketing strategies to address specific needs of their customer base. CX initiatives should clearly promote the benefits that customers value, such as, time savings, convenience and faster results.

Customer Experience (CX) is the overall quality of all the interactions a consumer has with a company and its products and services. It is one of the hottest topics in the world of businesses today.

Learn how to create strategy and CX program that encompasses all customer interactions. Such CX program entices customer to remain loyal and become advocates of your brand.

Key Seminar Topics

1. Customer Experience (CX) and Data Analytics:
How marketers utilized data to deepen understanding of Customer Experience (CX)?

Data is now the world’s most valuable resource. Digital transformation is happening as data-driven economy is pushing its processes to fully understand its customers. How do businesses used data as a strategic differentiator in creating positive customers experience?

2. How to create Customer Experience (CX) Program?
Context marketing gives you the power to understand your customers and offer them a truly personalized experience. It can help to deliver the right content or services to the right people at exactly the right time.

Marketers, who are aware of their customers’ current and past interactions, know exactly where customers are on the decision journey. They assess and figure out what might improve the customer journey and guide customers toward purchase. These marketers effectively manage the customer experience. Learn new approaches in creating successful customer experience program from the early stages of transformation to more mature stages of customer delight.
3. Measuring CX

How do you efficiently measure your Customer Experience (CX) ROI? Use data and customer experience metrics to guide your strategies. Know the other ways, apart from financial and customer feedback, that can help you measure if your CX strategy is working.

4. Next-Level Personalization Creates Killer CX

Brands become CX leaders by personalizing engagement in a relevant, valuable, and entertaining way. According to Forrester, ‘Superior CX drives superior revenue growth in industries where customers are free to switch business and competitors deliver a differentiated customer experience’. Here are four guideposts to creating killer CX and getting it right.

5. A Make or Break Business Factor: Engaging Customer Experience (CX)

A personalized experience, enabled through honest, relevant communication and information-sharing, engenders trust, which is both harder to maintain and more important for all companies than ever before. So, what makes an engaging Customer Experience (CX).

6. 7 Customer Experience (CX) Trends in Retail

Customers expect a digitally-supported shopping experience, yet retailers struggle to provide it. Here are 7 trends that will affect the future of retail.

7. I Love UX

The method of using analytics and user feedback to improve customer experience (UX) on the website are necessary to attain better ROI and overall performance of your website.

Learn the fundamentals of UX, tips and techniques to improve website performance.

8. Effective Customer Retention Strategies

To deliver a great customer experience, you have to know your customer better than ever before. Creating and maintaining complete customer profiles will help your company understand and measure your customers’ journeys at every touch point across multiple channels. By doing so, you will be able to deliver relevant offers to customers and have closer relationship with them that will drive loyalty and retention.

9. Panel Discussion on Organizational and Cultural Changes

Moving towards a customer-centric organization presents both challenges and opportunities. Customer-centricity is the future and an effective technology strategy is the stepping stone to realizing this goal. Customer-centric leaders should implement a strong VoC (Voice of the Customer) program and strategy and improve customer experience in order to drive profit and gain competitive advantage.

Who Should Attend

Managing Directors, General Managers, Business Owners, Entrepreneurs, Innovators, Business Development Directors/Managers, Strategic Planners, Corporate Planning Executives, Middle to Senior Level Decision Makers, 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

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).

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.

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.

Franco del Rosario

Managing Consultant, Six Sigma Consulting Manila

Franco is the Head of Corporate Development and Strategy for five (5) years with Davis Langdon in Manila, Philippines. He worked for fifteen (15) years with IBM North America in New York and Florida in Marketing and Financial functions. He had ten (10) years work stint with the Dole Food Company in the U. S., Nicaragua, Korea, and Japan in Marketing. He is a Green Associate of the Leadership in Energy and Environmental Designs (LEED GA) of the U.S. Green Building Council. His company, Six Sigma Consulting, specializes in C-Suite Executive development, independent facilitation of strategic planning, sales and marketing reviews, and enabling firms to leverage corporate culture for strategic advantage and drive increased profitability and efficiency. Franco’s main qualities are: initiative, sense of anticipation and urgency. As a change agent, he learned to ask questions that stimulate candid feedback and productive discussions; objectively think through the difficult issues and integrate new ideas into practical solutions; tap a group’s rational and intuitive thought processes and capture a group’s best thinking; and, channel diverse ideas into decisions everyone can support; maximizing commitment.

Franco holds an MBA from Columbia University, New York, USA. He also holds a Liacom dual degree in History and Political Science and Commerce major in Accounting from the De La Salle University. He was a former Vice President of the Management Association of the Philippines (MAP) in 2006.

Arthur R. Policarpio

Chief Executive Officer (CEO)
Mobext Philippines

Arthur R. Policarpio is the co-founder and CEO of Mobext Philippines, the regional centre of excellence of Mobext, the mobile division of Havas.

Arthur is a pioneer in digital and mobile marketing in Asia, with more than thirteen (13) years experience in digital/mobile marketing. He has worked on digital/mobile strategy and execution for various top companies across the region, such as: Unilever, Procter & Gamble, Coca-Cola, McDonald’s, Pfizer, DBS Bank, Indofood, and many others.

Under his leadership, Mobext Philippines has won numerous awards and accolades in the Philippines and across the region. From 2013-2015, Mobext Philippines has won 14 local and international awards from various top mobile/digital awards shows, such as the Mobile Marketing Association APAC Smarties, Mobile Excellence Awards, as well as the Philippines Boomerang Awards.

He is a sought-after speaker across Asia-Pacific in mobile, and has spoken in various prestigious industry events such as: Festival of Media in Singapore (2015), AdTech ASEAN (2014), Mobile Marketing Association Forums (Vietnam, India, Singapore, Shanghai), Spikes Asia in Singapore (2014), and many others.

Arthur is an industry leader in the Philippines, having co-founded the Internet and Mobile Marketing Association of the Philippines (IMMAP) in 2007, the country’s official organization for digital companies with more than 100 member companies. He served as IMMAP’s Founding Vice President in 2007 and 2008, and as President in 2009.

Denise Haak-Luchangco

Founder and Chief Experience Officer
QUIDDITY Usability Labs

Denise Haak-Luchangco 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.

Dr. Leonardo ‘Nards’ Garcia, Jr., PhD.

Chief Executive Officer
GlobERA – A Market Research and Consultancy Firm

Dr. Nards is affiliated with PMA (Philippine Marketing Association) and AME (Association of Marketing Educators) as one of Former Presidents.

As Chairman for Certified Professional Marketer (CPM), he conducts review sessions and comprehensive examinations for the professional title, CPM, conferred by the Philippine Marketing Association and endorsed by the Asian Marketing Federation, a federation of marketing associations in Asia.

He is currently a Writer for PANA’s AdEdge (Philippine Association of National Advertisers) entitled, Points of View.

He was a Board Trustee of the Marketing Institute of the Philippines (MIP), training arm of PMA, in-charge of Research and Publications; and Advisory Council of the Executive Council of Deans and Educators in Business (ECODEB).

Dr. Nards is an Awardee for International Fellow, Salzburg International Research Seminar, Austria, 2003 and 2005; AGORA Award for Outstanding Achievement in Marketing Education, conferred by the Philippine Marketing Association 1997; ‘Paper Presentor in a Series of Marketing Educators’ Association Research Conference’ in California, USA, 1997, 2001, 2004, 2006, 2012:

‘Advertising-based Curriculum for Marketing Students of DLSU’

‘Practicum for Marketing Students at DLSU-CBE’

‘Jollibee as the Taste that conquered the Nation’

‘TQM in Education at DLSU-CBE’

‘BSBA Curriculum at LPU’

Dr. Nards earned MA in Communication in Ateneo de Manila University. Diplomate in Business Education /DBE/, conferred by PCDEB, Philippine Council of Deans and Educators in Business, 2012; PhD. in Business Administration from Polytechnic University of the Philippines (PUP).

Norelyn T. Babiera

Vice President
Fiera de Manila, Inc. (

Norelyn is the Vice President of Fiera de Manila, Inc. – a company that organizes trade shows/exhibitions, conferences, seminars and corporate events for the last 22 years.

Prior to establishing Fiera de Manila, Inc., she worked with CITEM-DTI (Center for International Trade Expositions and Missions, Inc.) for 12 years handling Manila FAME Market Week and Philippine official participation to international trade shows and missions. In CITEM, she was involved in export industry development program, international trade, investments and export marketing, and packaging of project proposals for funding of international organizations.

She served as Local Consultant of JETRO, MITI (Japan External Trade Organization, Ministry of Trade and Investment) from 1998 to 2004.

She is a digital marketing practitioner and passionate about Analytics – how data are used to guide digital marketing strategies using social media, SEO/Search, email marketing, and e-Commerce.

She holds a Master’s degree in Sociology as a Ford Foundation Scholar from the Ateneo de Manila University and a Bachelor’s degree in Psychology from the University of St. La Salle, Magna Cum Laude. She holds a Certification on Exhibition Management Course in Milan, Italy.

She is one of the Founding Directors of IMMAP (Internet and Mobile Marketing Association of the Philippines) and DCOM (Digital Commerce Association of the Philippines). She was President of ASAP (Advertising Suppliers Association of the Philippines). In 2011, she is one of the Board of Directors of AdBoard (Advertising Board of the Philippines).

Reviews on Past Customer Experience (CX) Management Seminar …

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

2. Very insightful seminar. – Jon Lendl Mendoza, Petron Corp.

3. I learned a lot on business process. – Teodoro Licayu, Jarco Resource Corp.

4. I learned interesting developments, such as, the evolution of e-commerce platform, the use and development of applications and messaging. – Meikah Delid, P@W Consulting

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

6. 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

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