Customer Experience for Retail Forum 2020 - Argyle Executive Forum Events
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Mastering CX in Retail for Meaningful Engagement

It does not matter what industry you are in; the global pandemic has shaken every organization to the core, but especially retail. Brick and mortar have taken a backseat to ecommerce, and online retail continues to boom.

Due to the significant shift in consumer behavior, organizations must reposition their customer experience initiatives to align with the values and priorities of consumers.

Customer experience leaders must reevaluate new consumer buying habits, including the mindset that certain retail goods are deemed unnecessary, and retailers need to rebuild trust with consumers.

At this Argyle Digital Customer Experience for Retail half-day forum, top minds will discuss:

  • Utilizing data-driven insights to renew consumer relationships and rebuild trust
  • Understand new customer behaviors, buying habits, and purchasing mindsets
  • Preparing for the future of retail, including a possible full transition to online shopping
  • Assist and support consumers during this difficult time to ensure lasting relationships
Join Us at This Event




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.