The Reciprocal Nature of ROI: Maximizing Value for the Customer

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Customer experience is at a tipping point. Despite increasing investment in tools and technologies, executives still struggle to demonstrate the impact to the bottom line – and perhaps more importantly, the value these bring to customers. But tools and technologies aren’t enough. To create value for customers, we must focus on the ability for organizations to drive actionable change across the enterprise – transforming the design and delivery of experiences.

In this presentation, we’ll inspire you with a blueprint to do this, including:

An understanding of the path organizations must take to flip their thinking from delivering customer experiences, to truly being customer-centric in their operations
A framework that shares the factors that stand in the way of effectively implementing customer-centric changes, and the opportunity to assess your organization’s performance against these
Tactics to foster cross-functional collaboration in the implementation and adoption of customer-centric initiatives—bolstering return on involvement as a bridge to return on investment

April 18th, 2019 11:00AM PST, 2:00PM EST, 7:00PM GMT

Brought to you by:

Sarah Tarraf, Director of Customer Experience, Gongos & David Robbins, Account Strategist, Gongos

Sarah has worked in research and analytics for over a decade, in both a market research and academic capacity. Since joining Gongos in 2010, Sarah has led the Analytics & Marketing Sciences group, while acting as Statistical Analyst and Statistical Consultant to clients. She currently leads the company’s Customer Experience practice, devising functional strategies that link to the entire ecosystem of customer insights. Sarah is particularly interested in leveraging methodologies at the intersection of technology and analytics to harmonize the ‘what’ is happening on the ground with the ‘why’ it is impacting experience.

Sarah has both presented and conducted hands-on workshops at conferences such as ART Forum, ESOMAR, CMO Summit and CCO USA. She has a B.A. in Economics from Michigan State University and a Master’s in Public Administration from Wayne State University.

David Robbins, Account Strategist, Gongos

Through a self-professed mission to support companies on their journey toward enhancing customer centricity, David’s 18-year career sits squarely at the intersection of research innovation and customer experience transformation. Through the development of customer equity models and methodologies that also support marketing, brand management, and operations management decisions, David’s experience spans both BtoC and BtoB organizations across a broad range of industry sectors.

Formerly Global Director, Customer Experience with GfK, David was instrumental in the company’s expertise across customer experience measurement and application, operational and digital efficiency along the customer journey and marketing effectiveness. David holds a B.A. in Psychology from Oakland University and M.S. in Developmental Studies from Purdue University.

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