CMAcx 2018

Optimize your Customer Experience journey with key insights

May 8, 2018
8:00 a.m. – 11:00 a.m.

CMA Members: $129
Non-Members: $179

(Early-Bird ended April 16)
Arcadian Lofts
401 Bay St., 8th floor
Toronto, ON
View Map

Kantar     Sun Life Financial

The ABER Group    Ayima     CNW


Customer experience is the new competitive battlefield.  It is among the top issues on CEOs’ minds.  While there had been much focus on how companies manage service experiences across multiple channels, research has shown that, of those CX practitioners who garnered large investments in their organizations, only 51% remained in their positions 2 years later.  So of those who survived, what are they doing right and what can we learn from them on how to make CX the competitive advantage.  In this session we will explore three key contributing factors;

  1. Culture: Because employees are the ones creating those memorable, differentiating experiences that generate customer engagement and loyalty.
  2. Strategy: Defining  the customer experience to enhance the value proposition in order to remain competitive.
  3. Technology: Learn from industry leaders how they are able to harness the power of technology without minimizing the role of humans in delivering the optimal customer experience.


Agenda & Speakers

8:00 AM
Breakfast and Networking
8:30 AM
Opening Remarks
8:35 AM
Marketing is a key player in understanding and influencing the client experience
Samantha O’Neill
Vice-President Marketing and Client Experience, Individual Insurance and Wealth

Marketing is a key player in understanding and influencing the client experience (cx), but if cx only lives in marketing, it won't take hold and drive change where it actually matters to clients. How can marketers position as client advocates and influence other departments to improve client experiences throughout the organization?

Meet Samantha O'Neill

Samantha O’Neill is instrumental in shaping the client experience for thousands of Canadians who do business with Sun Life Financial’s Individual Insurance and Wealth division. Prior to joining Sun Life in 2017, Samantha led the analytics and insights team at LoyaltyOne (owner operator of the Air Miles Program). She also acquired deep expertise in customer insights, marketing and sales as a management consultant for some of the largest and most successful retailers in Canada and the U.S. Samantha has a Bachelor of Commerce Degree from Queen’s University and a Master of Business Administration from Kellogg School of Management at Northwestern University. She keeps busy with her 3 very active children and 14-month-old Bernedoodle, and enjoys skiing, hockey and curling.

9:15 AM
Panel Discussion - Redefining the retail customer experience
Retail focused organizations are under increasing pressure to compete against the barrage of online competition. Leading retailers are leveraging their physical environments – to extend the brand experience beyond just a transaction by enhancing the customer experience. With significant resources tied up into fixed assets, learn how a number of leading organizations are using “reverse disruption” to create a better customer experience.

John Bardawill
Managing Director

John Bardawill is the Managing Director of TMG International, where he helps clients translate marketing, customer experience and change initiatives into meaningful action across their organizations. He has also worked extensively with call centre operations around the world to provide highly focused solutions that drive revenue and profits.

John has over 25 years of international marketing, operations and management experience. Prior to founding TMG, he held senior executive roles at Thomas Cook, Thomson Publishing and Southam Newspapers and later became a trusted advisor to organizations like Ericsson, Cable & Wireless, Bell Canada, Rogers, and RBC Insurance.

John is the Chairperson of the Canadian Marketing Association’s Customer Experience Council and is on the Board of Directors of the Child Development Institute.  He has spoken at numerous industry events and educational institutions, including Columbia University, and is the author of numerous articles for a variety of industry publications. John holds an MBA in Marketing and Finance from the University of Western Ontario.


    • Peter Furnish, Vice-President, Marketing, Category, and Digital Experience, Starbucks Coffee Canada
    • Madeline Wolkove, National Director of Experience, Cadillac Fairview
    • Mark Torrance, Peller Estates Winery

Mark Torrance
National Director of Estate Wineries

Mark Torrance is a Hospitality and Retail professional with more than 20 years of experience in the premium and luxury end of this category in North America and the UK who also split his Hospitality Business Degree between Scottish and American universities. Mark works with a collection of 9 winery destinations in Ontario and BC owned by Andrew Peller limited (APL) and is focused on winning market share and brand loyalty through industry-leading, immersive winery experiences. Mark recently oversaw the construction and launch of Wayne Gretzky Winery and Distillery in Niagara-on-the-Lake, which instantly became one of Canada’s most visited wineries. Currently Mark is focused on bringing this immersive experience strategy to the newly acquired Gray Monk Winery in BC. Mark is a passionate foodie, avid music fan, terrible guitar player and keen snowboarder. This year he won Bronze in a Snowboard Slalom race beating absolutely nobody in his age category of 3 competitors.

9:55 AM
Networking Break
10:15 AM
Mapping the Customer Genome
At a time when experiences are the key point of differentiation, it’s important for companies to understand the link between Brand and Customer Experience. The companies that realize success are those that deliver on this crucial link and close the gap between their brand promise and the experience they actually deliver to their customers. In this session, Paul Pacheco, Head of Customer Experience for Kantar TNS, will showcase, through new insights and case studies, how businesses can master the art of customer centricity to stay ahead of the competition and achieve long-term growth.

Paul Pacheco
Senior Vice President, Customer Experience

Paul is the leader of Kantar’s Customer Experience practice in Canada and has extensive experience conducting research in this area, as well as serving in an advisory capacity to Canadian client service colleagues conducting this type of research. He provides senior strategic guidance to harness the strength and vision of our Customer Experience offer. 

Paul joined Kantar TNS in 1993 and has gained extensive experience across different sectors and types of research, including: customer satisfaction research, employee engagement, corporate repuation, segmentation research, new product development, volumetric forecasting, advertising/promotional tracking, brand health tracking, market landscape, and usage and attitude studies.

Paul is the account lead on Kantar TNS Canada’s largest Customer Strategies progams, including Airports Council International’s ASQ Program and Metrolinx (GO Transit, UP Express, PRESTO) to mention a few.

Paul assumes responsibility for the financial performance and overall execution of research programmes, as well as all research aspects, from the design of complex programmes through to delivery of interpretative insight and actionable business recommendations to clients.

Paul holds a Bachelor’s degree in geography and urban studies, and a Master’s degree in social geography from York University.  Prior to joining Kantar TNS, he held a number of positions at York University, including Instructor and Research Assistant.

Paul is a professional member of the Marketing Research Intelligence Association.

10:55 AM
Closing Remarks & Networking

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