CMAcx Morning Event

Optimize your Customer Experience journey with key insights

CMA has evolved this event to become a free-for-members virtual experience to support the marketing community during this unprecedented time. Enjoy 20-minute thought leadership sessions plus a moderated panel discussion.

August 6, 2020
10:00 a.m. – 12:00 p.m.

Members: Free
Non-Members: $49


Ipsoskantar      Phase5

keilhauer TD pavliks   valid vividata


Customer Experience continues to be a focus for many organizations, but some face challenges when it comes to driving a true understanding of their customers. With the COVID-19 pandemic now top-of-mind, we must reconsider how we best satisfy our customers’ changing needs and expectations. The event will address those themes and focus on answering the following questions:

  • What is the current state of Customer Experience in Canada?
  • How do we successful evolve our Customer Experience strategies given the new reality, and what are the real-life examples that can demonstrate key learnings?
  • How does an organization create a customer-centric culture to deliver memorable experiences aligned to one’s brand?
  • What are organizations’ challenges or success stories when it comes to implementing Customer Experience initiatives during our new normal? 


Agenda & Speakers

10:00 AM
Opening Remarks
10:10 AM
The State of CX in Canada

In this presentation, TMG International Inc. and Phase 5 will reveal the results of the 2020 study on the State of CX in Canada. This study was originally conducted in 2018 and will focus on what has changed and what the implications are for Canadian marketers. The presenters will share the latest best practices in Customer Experience and help attendees determine what their organizations needs to do to give consumers the experience they desire and deserve. Attendees will gain insights into:

  • How Canadian organizations perceive the success of their customer experience efforts compared to 2018
  • How Canadian consumers perceive the experience they receive in 2020 compared to 2018
  • How to close the gap between your customers’ expectations and the experience your organization delivers to them

John BardawillJohn Bardawill
Managing Director

John is the Managing Director of TMG where he helps senior leaders translate marketing, customer experience, and change initiatives into meaningful action across the organization; from executives to front-line employees. He has also worked extensively with call center operations around the world to provide highly focused solutions that drive revenues and profits.

“Success in business is about having a deep understanding not only of what is required at a strategic level, but also at an operational level. I help our clients bridge that gap.”

John has 25 years of international marketing and management experience, initially as a vice president for companies like Thomas Cook, Thomson Publishing and Southam Newspapers, and later as a trusted advisor working with Ericsson, Cable & Wireless, Bell Canada, Rogers, and RBC Insurance.

Few people are aware that John has an undergraduate degree in psychology, or that as a student, he earned extra cash singing and playing piano at weddings. He still knows how to work a room, but these days the audience is usually senior executives and the instrument is PowerPoint.

Sam FiorinoSam Fiorino
VP, CX and Market Insights

Sam is a senior leader of Phase 5’s CX and Market Insights practice areas.  In his role, Sam uses his expertise and experience to help clients build and execute insights programs to get the most out of their investments in CX.

Sam is passionate about leveraging data to help clients address their biggest CX challenges, from segmenting the market to better understanding what truly drives great customer experiences. A seasoned expert in CX and Market Research, Sam has partnered with clients across multiple sectors, including Manufacturing, Government, Financial Services, Media, Non-Profit, and Information Technology.

Sam is an accomplished conference speaker and has authored regular publication columns on the Voice of the Customer.  He is a past member of the Marketing Research and Intelligence Association’s B2B Research Board, and has taught research techniques at the university level.

10:35 AM
Designing a CX Strategy to Deliver on Your Brand Promise

Does your organization deliver on your brand promise? More than ever, the brand health of companies is being driven by the customer experiences they provide, increasing the need for a strong CX vision. Together with Sue Donaldson, Senior Director, Customer Research and Voice at Loblaw Companies Limited, Ipsos will explore the necessity of having a clearly articulated CX strategy, one that aids in the delivery of an experience that reflects the brand promise.

This session will explore the elements of a robust CX framework designed to build a customer focused culture, including…

  • The design of a measurement system to identify the gaps between the brand promise and the experiences delivered.
  • The challenges and lessons learned in designing and executing a CX strategy and aligning it throughout the entire organization.
  • Ways to activate actions required to improve the customer experience.
  • The importance of placing the return on customer experience investment at the heart of the strategy.

Shannon KatschiloLesley Haibach
Senior Vice President, Loyalty

With over 19 years market research experience, Lesley has assisted some of North America’s largest organizations design, develop and implement ongoing customer experience tracking programs and employee engagement programs geared to catapulting satisfaction and loyalty levels, improve sales and ultimately corporate profitability. Currently, Lesley leads the Customer Experience and Mystery Shop Division of Ipsos Canada.

More recently, Lesley has been involved in taking the customer experience for her clients to the next level through customer journey mapping research and has been recognized for her work in this area with an award for Best Integrated Market Research program.

Lesley holds a business degree from the Ryerson School of Business and a Bachelor of Education from Brock University and has her designation as a CMRP (Canadian Market Research Professional) with the Marketing Research and Intelligence Association (MRIA).

Sue DonaldsonSue Donaldson
Senior Director, Customer Research and Voice

Sue is the Sr Director of Customer Research and Voice at Loblaw Companies Ltd.  In this role, she is accountable for supplying the organization with timely and relevant consumer insights, and leads the overall management and strategic direction of customer experience programs for retail grocery channels.

Sue has more than 15 years of retail experience in a variety of roles including category management, customer and market analytics, loyalty program management, and most recently customer research and experience management. She is passionate about elevating the voice of the customer and supporting the organization in becoming more customer centric.

She received her Bachelor of Environmental Studies from the University of Waterloo, and her MBA from the Schulich School of Business at York University.

11:00 AM
Creating A Client Centric Culture

It is unlikely that we will be bouncing back to business as usual anytime soon. The looming economic recession – whether short lived or lasting – is already requiring many companies to change how they operate. This should be done with a close eye on shifting customer expectations and behaviours. The current need for contactless touchpoints, hygiene regulations, physical distancing, but also the strong sense of community and togetherness are likely to leave imprints on the customer-brand relationship going forward. For brands navigating today’s crisis, listening and responding to feedback can help create closeness to customers. Closing the CX loop enables front line employees to have conversations with customers, understand whether they feel safe, what their fears and also hopes are for the future. If there ever was a time to push for employee empowerment, it is now. Employees need to quickly react to adapted journeys, potentially set up new touchpoints, care for customers and in some cases re-invent products and services. Adapting to working remotely has been challenging for employees but it has also acted at a catalyst for businesses to collaborate remotely and gather insights digitally. In an increasingly digital customer environment, capturing meaningful insights relies on using new signals, such as video, to humanize customer feedback, generate empathy and drive engagement and action.

In this presentation, Kantar and Medallia will share insights on how organizations can come out of the pandemic stronger by activating their brand promise through enabling their employees to deliver meaningful customer experiences and create a stronger customer bond.

Cam BaskeyCam Baskey
CX and Insights Leader

Cam is a CX and Insights leader with over 15 years of experience driving customer loyalty, sales and profitability for top brands across numerous industries. Cam’s experience includes leading teams on both the agency and brand side. Cam’s career began as a consumer insights analyst and progressed through more senior agency positions to lead the Enterprise Insights Account Management team at Maritz Canada (now Bond Brand Loyalty). Later in his career Cam moved to BMO, where he led the Personal and Commercial Insights team and built a $1MM insights practice for BMO Harris. He then and the Enterprise Customer Experience Insights team.

In Cam’s current role, VP CX Client Lead, Cam acts as a strategic consultant to help clients grow their brand through exceptional customer experiences that drive customer loyalty.

Shannon KatschiloShannon Katschilo
General Manager

Shannon Katschilo has enjoyed over 10 years working within the B2B SaaS space. Shannon started her career at Achievers, later acquired by Blackhawk Network Holdings Inc., where she worked with organizations across North America to increase employee engagement. Her commitment to driving customer success resulted in a significant increase in employee and customer engagement. Since joining Medallia over three years ago, Shannon continues to champion customer and employee engagement.

In her current role, GM of Medallia Canada, she leads a team of passionate Medallians across the country who work with Canada’s most iconic brands to deliver superior customer and employee experiences.

11:25 AM
Panel Discussion

Brand and Experience are inextricably linked. Your brand is the promise you make to the market and customers about who you are, what you offer and the values you live by. Customer experience is your delivery against the promise across every touchpoint along a customer's journey. This panel discussion will explore how Canadian organizations from diverse industry sectors have been managing the alignment between Brand and Experience during the pandemic –without a roadmap or playbook.

Stephan SigaudStephan Sigaud (Moderator)
EVP Marketing & Development

Stephan is responsible for leading the development of Phase 5’s global growth strategy and implementing it through building the firm’s brand, expanding its suite of offerings and developing relationships with new clients.

Stephan is passionate about partnering with clients to address their business challenges and opportunities around customer centricity. A recognized expert in CX and Market Research, he has helped leading brands achieve sustainable growth through gains in customer loyalty in all major sectors of the global economy, having worked with clients in Financial Services, Telecom and Technology, Automotive, Hospitality and Retail as well as clients in the non-profit and public sectors.

Stephan has given presentations at conferences and seminars around the globe and is active in both Marketing and Customer Experience communities in Canada.  Besides his role as co-chair of the CMA’s Customer Experience Council, he is also a member (and past-chair) of the Board of the Toronto chapter of Customer Experience Professionals Association (CXPA).

Jennifer LangJennifer Lang
VP, Customer Experience, Innovation & Insights

Jennifer leads enterprise customer experience, innovation, and consumer insights at TD. In this role, she is accountable for TD's overarching CX enterprise vision and strategy, the management and integrity of TD's CX measurement programs, the ongoing evolution of CX capabilities, and CX insights and analytics. In addition, she is responsible for the CX Innovation and Trends practice, TD's COE on Consumer Behaviour as well as the Consumer Insights function which supports Marketing and all business and channels.

Jennifer's mandate in this role is to influence and inspire a forward-thinking Customer centric culture across the Enterprise (CA and US) and to act as a champion and advocate for the Customer to drive a world class customer experience and to drive short and long term business success for the organization.

Prior to joining TD, Jennifer worked in Media and Broadcast and Insights and Research Consulting.

Meghan SherwinMeghan Sherwin
VP, Marketing

Meghan spent 15+ years delivering award-winning advertising across Fortune 100 brands such as Samsung, Campbell’s, Gillette and Mastercard. As a key strategic partner for some of the world's most innovative brands, she developed IBM's Global B2B eCRM platform and proudly took the helm as the first McCann Network lead of the Global Tourism Practice helping over 100 brands navigate the changing landscape across Accommodation, Transportation, Publishing & Destination industries.

Most recently, Meghan joined Keilhauer as the Vice President of Marketing. Leading the portfolio of Brand & Product Marketing, Textiles, Sustainability, Public Relations and Showrooms across all markets. Never one to accept status quo, she initiated and led the latest brand strategy transition, which delivered the most successful year in the company's 38-year history.

Featured by Google, Queen's University and Rotman School of Business, she has been twice awarded "Outstanding Judge" by the Global Web Marketing Association, is an active member of the BIFMA North American Marketing Council and is a contributing member of the Canadian Marketing Association Customer Experience Council.

Navin SinghNavin Singh
Director, Customer Journey Management

Navin leads the Customer Journey Management practice at World Vision Canada.  The mandate of this role is to design and respond to customer engagements across all points in their journey to increase satisfaction, loyalty, and advocacy.  This involves deepening multi-year engagement across all offerings, managing all segment journeys and moments-of-truth, and ensuring the customer voice is represented in planning across the entire organization.

This practice is part of a larger corporate CX transformation that Navin also leads to build customer-centricity as a strategic pillar of marketing and fundraising that drives financial, experience, and brand metrics.  In this role, Navin has been a change agent for new CX approaches and culture, led cross-functional teams to align on CX priorities and goals, and implemented new enterprise CX capabilities such as Voice-of-Customer (VoC), preference management, and a CX measurement framework.
Navin holds a B. Science (McMaster), M. Theological Studies (McMaster), and MBA (Laurier), is a CPA (CMA), certified Change Management Professional (Prosci), and enjoys cycling and playing tennis.

11:50 AM
Closing Remarks & Q&A


4DThe ABER Group   braneros    CNW     Cleansheets Communications

D2L MDInbox Marketer a Trendline Company     kaiser lachance    Nabs     reality engine    RKI    Triangles

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