Argyle Digital: Customer Experience Leadership Forum 2020
May 06, 2020


The COVID-19 pandemic is reshaping how customers and businesses interact.

Organizations that take proactive steps to reassure customers and protect their safety and financial confidence will earn customer trust during this volatile time.

Brands must confront a new “customer” reality fraught with anxiety, concern, and hesitancy:

  • Is your product safe? 
  • How can you ensure customer health at your physical site?
  • How will you serve customers if you can’t open for business?
  • Will your products be delivered on time?
  • Will customers get a refund if an event is canceled? 
  • What options are available if a customer’s financial situation changes post-purchase?

And, at the same time, all of these concerns increase call volumes, raise expenses, and strain your staff. 

It’s the perfect storm…

We want to meet you where you are in the midst of this crisis and help your business keep moving forward.

That’s why we’re moving forward with our Argyle Digital Customer Experience (CX) Leadership Forum in a virtual format.

The goal of the Argyle Digital CX Leadership Forum is to help you navigate the impact of this crisis during this tumultuous and unprecedented time.

We’ve gathered pioneers in the industry who have the experience, judgment, and leadership to help you transform your CX in the current global climate.

The Argyle Digital CX Leadership Forum will explore:

  • Company crisis mode – how the coronavirus is affecting customer experience
  • Integrating the human touch into technology when social distancing is the norm
  • Methods to improve and maintain customer trust, loyalty and relationships long after the virus has been contained
  • Tools CX professionals can use to satisfy customers’ needs for face-to-face communication
  • Establishing and maintaining an effective CX team during a global crisis
  • Strategies for effectively communicating with customers during tumultuous and unprecedented times
  • Improving the user experience in this NEW 100% digital world

Plus, we’re building in more time for discussion, Q&A and virtual networking during and after the online summit.

As the coronavirus wreaks havoc on the world, the Argyle Digital CX Leadership Forum will connect us and give us the tools to navigate this global pandemic together.

Join Us at this Event


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Who Should Attend

Executives, aspiring executives, and other driven professionals working in:

  • Customer Experience, Service, Happiness
  • Client Relations, Success
  • UX (User Experience)
  • Marketing
  • Product
  • Strategy
  • Digital Experience











10 AM - 10:05 AM ET

Argyle Opening Remarks

10:05 AM - 10:35 AM ET

KEYNOTE PRESENTATION: CX to ROI - Speaking the Same Language as Your Stakeholders

As CX professionals, it’s no surprise when we come across higher level executives who don’t necessarily understand our plans of action. So how do you get these important decision makers to listen? Speak their language. This means taking company data and transforming it into true actional value in order to explicitly convey what you need from them and why you absolutely need it. Hear from James Woloszyn from HPE tell a story on just how he was able to convert opportunities into the company’s bottom line in an effort to win over key stakeholders.

Topics of discussion include, but are not limited to:

  • Defining ROI in both a qualitative and quantitative way
  • How to capture your data and mine for insights at a fast pace
  • What happens when you get it right and what happens when you get it wrong

James WoloszynVice President, Worldwide Customer AdvocacyHewlett Packard Enterprise

10:40 AM - 11:05 AM ET

THOUGHT LEADERSHIP: Proving the Value of Customer Experience to the Business

Beyond products, services and price, companies today are competing on delivering a memorable and predictable customer experience. Competing on CX involves investments in technology, systems integration, and channel harmonization and it requires investments and proper allocation of resources.

In this session, topics of discussion will include, yet will not be limited to:

  • How valuable customer experience is compared to other investments
  • What aspects of customer experience are most important to consumers
  • How to calculate the value of a superior customer experience to your organization

Hosted by: ARM TreasureData

Steven TsaoDigital Marketing FuturistARM Treasure Data

11:10 AM - 11:40 AM ET

KEYNOTE PRESENTATION: Intelligence in Customer Experience - the Pivotal Role of Automated Services & Technology

As consumers are becoming more technologically driven and savvy, so are brands. With the uptick in using technology for everyday purposes, organizations are taking advantage by implementing services and artificial intelligence (AI) platforms into their customer experience initiatives. With that in mind, it’s important for CX professionals to understand the full potential these capabilities can offer their program initiatives.

In this session, topics of discussion will include, yet will not be limited to:

  • Understanding benefit of integrating automated services and technologies
  • Obtaining data to understand why consumers are using these platforms for brand interaction
  • Learning the future direction(s) of these capabilities

Shiva MathurVice President Customer SuccessHCL Technologies

11:45 AM - 12:10 PM ET

THOUGHT LEADERSHIP: The CX Skills Revolution - How to Beat the CX Slump

CX teams are having a tough time. Our latest state of the nation survey suggests that CX programs are still struggling to make an impact on the business. This can’t go on. It’s time for a CX revolution.

But what will drive the revolution?

Like any revolution – it’s about people. More specifically, the skills you have in your CX team.

In this presentation, Bob McGinn, Director of Customer Experience Consulting will share the results of the new research and highlight ways for CX professionals to really make their mark. Bob will set the stage with a look at how the world of CX looks for 2020 and focus on how CX professionals can break out of the box and drive real business change.

Join Bob to learn:

  • The key skills you need in your team (spoiler alert – it’s not all analytics!)
  • How to use those skills to have an impact across the business
  • Ways to engage with teams across the business so CX is at the heart of decision-making

Hosted by: Confirmit

Bob McGinnDirector CX ConsultingConfirmit

12:15 PM - 12:30 PM ET

Afternoon Break

12:30 PM - 1:15 PM ET

PANEL DISCUSSION: Embracing a Mobile-First Mindset

With more than 50% of web traffic coming from mobile devices, mobile has quickly become the new standard for CX and marketing initiatives. Over the years mobile internet usage has surpassed desktop usage – and companies that develop their products and surveys using a mobile-first approach are more likely to succeed with their intended objectives. For many consumers, it’s their first interaction with a brand and they expect your mobile website to function just as well as your desktop version. That said, meeting, and/or exceeding those expectations is vital to earning loyal customers.

In this session, topics of discussion will include, yet will not be limited to:

  • How to effectively link your customer loyalty program with your mobile app
  • Focus on making the mobile purchasing experience seamless
  • Review of the benefits of innovative website apps
  • Utilizing customer feedback to prioritize future engagement



David Farris, MBADirector, Worldwide Customer Experience EA Sports at Electronic Arts (EA)


Michael HoffmanDirector of Ecommerce & Customer ServiceRainbow Apparel Co

Matt WilsonVP of Experience and QualityAltice USA

Jim McKeownVP of Customer Experience & MobilitySelective Insurance

Mary Salvatera Senior Creative Director, Customer ExperienceComcast, NBC Universal

1:20 PM - 2:05 PM ET

KEYNOTE PRESENTATION: Total Customer Experience: Driving to the Right Outcomes

What does it take to develop a differentiated Customer Experience? Sure, systems, unified platforms make a difference, but what are the singular factors that determine how to drive your Customer’s to an Outcome vs helping them (and you) achieve the RIGHT outcome. Join MQ Qureshi as he talks about how to achieve great digital & customer experiences.

Highlights of this session include:

  • Understanding context and knowing your audience
  • Knowing what you are making
  • Planning to succeed, making it beautiful, and adding sizzle

MQ QureshiFounderXoobies

2:10 PM - 2:40 PM ET

Lunch Break

2:45 PM - 3:10 PM ET

THOUGHT LEADERSHIP: Giving a Voice to the Employee

Central to the mission of making work better for employees is establishing a communication channel between the end users and the stakeholders. Continuous monitoring and improvement of key CIO initiatives is critical to success. Hear from Claude Elle at IBM on the benefits of a continuous feedback mechanism.

Hosted by: Usabilla

Claude ElieCIO Design Research and Analytics LeadIBM

3:15 PM - 4 PM ET

PANEL DISCUSSION: Catering to Your Customer in Highly Regulated Industries

Developing tactics for customer experience and service can come together seamlessly in most industries when additional factors don’t influence the process. However, when serving the needs of consumers in organizations with strict compliance frameworks, rules and processes can look different, making it difficult for CX professionals to achieve team goals. Within these industries, CX teams must work alongside other departments to ensure they are not crossing any boundaries or laws when implementing effective plans.

In this session, topics of discussion will include, yet will not be limited to:

  • Understanding the processes in regulated industries for CX professionals
  • Defining and executing initiatives when other risk factors come into play
  • Comparing CX campaigns and actions that seem seamless to many brands to those of high-risk organizations


Phil BurrowsSenior Manager, Digital GrowthVerizon


Scott WilsonCustomer Experience PrincipalFedEx

Matthew LarsonSenior Director, Client ExperienceOptum

4:05 PM - 4:50 PM ET

PANEL DISCUSSION: Taking a Journey-Centric Approach to Act on Your Customer's Behalf

As CX and marketing executives, you know that an exceptional customer experience can lift your brand and lead to growth. However, building engagement across the organization to put the customer at the center of your strategy can sometimes feel like pushing a boulder up a hill. How do you rally your entire organization to embed a client-first perspective within their workflows? Hear how S&P Global Market Intelligence took a journey-centric approach to ACT on their customers’ behalf and deliver superior customer experience:

Topics of discussion will include, yet will not be limited to:

  • Analyze and adapt: define and measure your most important customer experience interactions and build on your strengths
  • Create culture: gain internal buy-in from all functions and set goals that put that customer at the center of your strategy
  • Talent and technology: balance your resources of humans and machines for the highest quality customer touchpoints


Meredith BinderChief Marketing OfficerS&P Global Market Intelligence


Mary Salvatera Senior Creative Director, Customer ExperienceComcast, NBC Universal

Patrick WallerDirector of eCommerce - OtterBox, LifeProof, LiviriOtter Products

Sherif MityasChief Experience Officer TGI Fridays

4:50 PM - 4:55 PM ET

Closing Remarks


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We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.

Carlo Crudele is the Chief Customer Officer for AIG Private Client Group in the United States and Canada. Prior roles within AIG include serving as the Personal Insurance Operations Executive for the Americas region, Head of strategic Operations Transformation Office, and Program Director for Strategic Planning & International Restructuring for Property Casualty

Carlo joined AIG in 2008 after spending five years as a Vice President with JPMorganChase, where his primary focus involved leading teams to merge / integrate newly acquired companies. Prior to JPMorganChase, Carlo spent six years with Deloitte, where he managed a variety of strategic, operational, financial, technical and transformational projects for numerous clients.

Carlo holds an MBA in Management Information Systems from the State University of New York at Albany, a BS in Mathematics from the State University of New York at Albany, a certificate in High-Performance Leadership from Cornell University, an Executive Leadership certificate from Cornell University, and a Customer Experience Certificate from Rutgers University. He serves on the J.D. Power Insurance Advisory Board, the Argyle Customer Experience Advisory Board, the Rutgers Customer Experience Advisory Board, and the Advisory Committee for NEFCU, a Long-Island based credit union.

Rachelle has been in the hospitality industry for the entirety of her career. Her passion is to make a difference and inspire others to do the same. Whether it be through paying it forward to her team, innovating to improve the guest�s experience, or founding a Women’s affinity group, making a difference has been the foundation of Rachelle’s career.

Rachelle is presently the Brand and Guest Experience Director for Holiday Inn, a division of IHG. In this role, she is currently focusing on creating Restaurant and Bar solutions that drive revenue, brand growth, and meet the needs of guests. Prior to joining IHG in October 2017, she was with Popeyes Louisiana Kitchen for over 13 years, and held various roles, most recently as Head of Guest Experience. She was responsible for developing a multi-year guest experience strategic roadmap that has improved Overall Satisfaction by 10% in the past three years. Prior to joining Popeyes, she worked for ServiceCheck Inc. There, she worked in various capacities including consulting with numerous clients of the Restaurant and Retail Industry; and was named Salesperson of the Year in 2003. She also has a Bachelor of Arts degree in English from Reinhardt University in North Georgia.

In addition to her professional role, Rachelle also serves as founding member of the Popeyes Women’s Leadership Forum (2009-2013). As President, she developed by-laws, role descriptions for the board, and an annual strategic planning process. She volunteers as the Women’s Foodservice Forum Brand Ambassador (2012-Present). She is also an advocate and member with OnBoard Inc, a nonprofit organization whose mission is to increase women in the boardroom.

In her personal life, Rachelle lives with her husband Mike and two canine babies, Chloe and Leo. She developed her love of animals very early on, having grown up on a horse farm. Rachelle enjoys the role of mom, having two amazing stepchildren, Sara and Hayes. When at home, her favorite place to be is in the kitchen cooking for her family and friends.

Douglas Kramon leads Customer Care and Fan Support at ESPN, and is also a frequent speaker at customer engagement industry events. He oversees all fan engagement initiatives at ESPN focusing on a comprehensive fan value model, providing consumers of ESPN content the tools to experience an exceptional journey in their ESPN fandom.

Tamar Cohen is the VP of Customer Excellence and Business Innovation, leading the CX, Digital and Loyalty programs for Zoetis, a leader in animal health services. Coming to Zoetis after over 15 years leading digital and CX design in Financial services, she is leading the organization to develop CX strategies and methodologies to rethink how Zoetis can interact with their customers. Looking at everything from feedback management, customer journey mapping and Voice of the Customer programs through customer segmentation and metric design and development, Tamar is bringing forward a new way of helping our core customers, veterinarians, get back to doing what they love, which is helping animals. Tamar holds a BA from New York University in Art Administration.

I’m a Chief Global Customer Experience Architect with Schneider Electric. My expertise include developing & enabling Digital IT Strategy & Architecture, leading IT M&A / Divestiture programs, leveraging & introducing emerging technologies through cross-functional leadership and collaboration. Prior to joining Schneider Electric, my experience include acting as a change agent and technology advisor with Big 4 advisory firms and global brands in India, Australia, Europe & USA. I have a MBA with University of Michigan Ross school of Business.

Schneider Electric is a €27 Billion global specialist in energy management and automation with offices in more than 100 countries.

Tim Morris, Vice President Customer Interaction Management is responsible for leading Scotiabank’s Customer Interaction Management team. The mandate includes the overall design, development and deployment of the customer interaction strategy for Scotiabank in Canada and the day-to-day operations for Scotiabank’s campaign lead development. Priorities include the introduction of new CRM technology to the Retail Bank Branch network to support the team’s delivery of an omni-channel customer experience. Customer analytics is a foundational element of the team’s focus where information and insights gained on the daily interactions that a customer has with the bank is used to better understand customer behaviours and preferences and to identify the next best activity needed to address customers’ needs.

Customer Interaction Management connects Scotiabank’s network of customer facing businesses in an integrated fashion ensuring that core Channels, Business Lines and support functions are coordinated in how the bank presents service, advice & solutions to the customer. The team has responsibility for the design & execution of lead files and evolving the customer interaction governance and oversight models supporting the Canadian Retail Banking channels.

Prior to this role team Tim led the Specialized Service group for the Customer Contact Centre network in Canadian Banking Distribution and spent 11 years in Scotiabank’s Wealth Management business. Roles in wealth management have included positions with the Private Client Group, Asset Management and Sales & Distribution where Tim’s day to day responsibilities included strategy & business planning, sales & service leadership, business development and partnerships, business integration and M&A.

Frank Borovsky is Vice President, Customer Experience and Information Technology, of Club Car, the world leader in golf and utility vehicles, and a strategic business unit of Ingersoll Rand. Through business process reengineering, top grading and technology innovation, Frank has been transforming Club Car’s people, processes and legacy application architecture to provide competitive advantage throughout the value chain.

Throughout his career, as both a business strategist and IT professional, Frank has helped define the vision as well as execute the plan, leveraging breakthrough technology (CRM, ERP, eCommerce, social media), to get there. Bridging the gap between the marketing and technical world, Frank has teamed to change business models in financial services as a pioneer on the web, in the aerospace industry by building customer connectivity though supply chain visibility and optimization, and in IT Services, managing SMB network infrastructure proactively, preventing problems before they occur.

Previous positions:

  • Vice President, IT Services Division, Ricoh

  • Director, Application Development, Cooper Industries (now Eaton)

  • Program Director IT–Honeywell Engines Systems and Services

  • IT Director/CIO–Honeywell Aircraft Landing Systems

  • Vice President, eCommerce, Comerica Bank

  • Vice President Corporate Banking Marketing, Comerica Bank

Frank is a Six Sigma Blackbelt, and holds a Bachelor of Science in Administration from the University of Michigan, and an MBA in International Management from Thunderbird. He is a member for the Business Analytics Corporate Advisory Board at Auburn University, former Chairman of the Midwest Affiliate and former national board member of the American Heart Association.