OUR SPEAKERS
General Session Speakers
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Socializing Beyond the Campfire
Lorne Armer
Vice President, Marketing
Kampgrounds of America, (KOA) |
Campgrounds are the last small towns in America. It’s where children are free to roam in safety, and where parents can relax knowing their kids are in the great outdoors, creating memories around a crackling campfire that will last a lifetime. But the social nature of camping doesn’t stop when the campfire goes out. Campers share a bond that makes social interaction online a natural extension of their camping experience. The online camping community is a large one, and they want to share – be it with photos, blogs, YouTube videos or Facebook or Twitter posts. Online social media interaction is now a permanent feature of the camping experience. |
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A Nice House in a Tough Neighborhood
John Beuerlein
General Partner, Client Service Excellence
Edward Jones |
You can tell a lot about an industry by how pop culture characterizes it in the movies it makes and the books it writes about it. And when you think of Wall Street, pop culture has produced movies and books the likes of 'Wall Street', 'Boiler Room' and 'Barbarians at the Gate'. Wall Street is positioned as a place you go to get taken, not taken care of. But nestled in that market space thrives Edward Jones, driven by a 'culture of caring', personal face to face relationships, and a focus on buy and hold long term investment strategies. |
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Leaders: Get Out of the Way!
Walter Bond
Former NBA Basketball Player and Motivational Speaker
Walter Bond Seminars, Inc.
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Think about it for a moment—have you ever met a person that enjoys being bossed around? The most common form of leadership is micro-management—which is destructive, expensive and an organizational buzz kill. Most leaders micro-manage because they have never been sufficiently trained on “how to lead.” |
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 Growing Service Solutions
Stephen W. Brown, Ph.D.
Emeritus Edward M. Carson Chair and Professor of Marketing Distinguished Faculty,
Center for Services Leadership W. P. Carey School of Business Arizona State University |
Most companies are aggressively seeking new business models and ways to grow profitable revenue. Among product-dominant firms, growing services revenue has much appeal. Based on CSL sponsored research with five FORTUNE 100, product-dominant corporations, insights will be shared on how these and other companies are growing their service solutions. The struggles, the challenges and the changes being made inside the companies and their results in the marketplace will be featured.
**The research featured in this presentation was conducted by Dr. Mary Jo Bitner – CSL, Arizona State University, Dr. Stephen W. Brown – CSL, Arizona State University and Dr. Valarie Zeithaml - University of North Carolina and CSL Distinguished Faculty.
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A Healthcare System for the US
Denis Cortese, M.D.
Director & Professor, Office of ASU Health Care Delivery & Policy Program
Arizona State University |
Dr. Cortese describes a view of health care in terms of three mega-domains: the knowledge domain – the world of medical research, where new ideas inventions and medical approaches are developed, such the concept of individualized medicine based on our unique genetic blueprint; the care delivery domain, - the world of physicians and hospitals, where patients are treated; and the payer domain – the world of insurance, governments and others that pay for the delivery of health care. Each of these domains is huge in its own right, their flawed interactions with each other is one of the main reasons why our health care system is so dysfunctional.
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Services at Procter and Gamble - A Paradigm Shift
Nathan Estruth
Vice President and General Manager, P&G FutureWorks
The Procter and Gamble Company |
Jeff Wampler
Chief Executive Officer
Agile Pursuits Franchising Inc. |
With 70% of the US economy in services, Procter and Gamble recognized over five years ago that it needed to find a way to operate in this growth area. The challenge was to determine which brands could extend to services, determining the size of the prize-was it worth the effort, how to protect the image of the chosen brands, and how to successfully franchise to independent entrepreneurs while keeping control of all critical elements.
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The Grameen Method of Action in Business Services
Vidar Jorgensen
President, Grameen America and Grameen Research Advisor, Grameen Trust and Grameen Health Trust Chairman
World Health Congress
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Of the over 800 microfinance organizations in the US, only three or four are close to achieving financial sustainability and large scale. Launched in Queens, New York in 2008, Grameen America has lent out over $19 million to about 6,000 women at or below the official poverty level. The repayment rates are 99% -- better than almost any loan portfolio in the US. We believe Grameen’s specific approach underlies its success, and we are now working to apply the Grameen Method of Action to health care and other social needs. |
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A New Era in Smarter Services
Mahmoud Naghshineh, Ph.D.
Vice President, Services Innovation Lab & Services Research
Watson IBM Corporation
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Recent technological advancements in analytics that are able to extract hidden value out of vast amounts of structured and unstructured data that we have at our disposal, have far-reaching implication for the Services Industry. Organizations such as Governments, Financial institutions, Medical Centers and Cities are collectively generating zettabytes of information in their day to day operations - data which is both structured and unstructured - and that has the capability to improve and save lives as well as sustain our industries and institutions. As value is increasingly delivered in the form of services, we will discuss some profound changes that are under way in many domains, ranging from IT services to healthcare, and how this affects our economies and society. |
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Luck & Perspective
Bob Parsons
Chief Executive Officer and Founder
The Go Daddy Group, Inc.
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Bob Parsons built industry-leading businesses from the ground up -- twice! After flunking fifth grade, Parsons joined the U.S.M.C., became a decorated Vietnam Veteran and graduated magna cum laude from the University of Baltimore. Parsons started computer programming as hobby in his basement and later sold Parsons Technology for $64 million. Parsons moved to Arizona and started Go Daddy, now is the world's largest Web hosting provider. Known for its Super Bowl commercials, but loved for its renowned service, Go Daddy serves more than 9 million customers. Find out how the secret to Go Daddy's stellar service started with Parsons' trip to the dentist. |
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A Relentless Focus on Member Service
Wayne Peacock
Executive Vice President, Member Experience
USAA
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At USAA, mission matters—it inspires the association’s 22,000 employees to work for a cause greater than themselves. Leaders at USAA translate the company’s strategy into a clear agenda so that everyone understands where they fit and how they contribute. This presentation will cover how USAA vividly communicates a compelling view of the future – inspiring employees to be passionate about what they do and are motivating them to deliver exceptional results; how it builds high-performance teams that share a common purpose, and how it continues to turn in outstanding financial performance despite the struggling economy. |
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The Integrated Approach to Delivering on the Customer Promise
Stu Reed
Senior Vice President and President, Home Services
Sears Holdings Corporation |
Stuart Reed, Senior Vice President and President of Home Services for Sears Holdings Corporation will share his organization’s design methodology and the implementation approach used to achieve his organization’s vision of consistently delivering legendary customer experiences. Stu and his team recognize that people, processes and technology must come together in an integrated way at every stage of a service event to achieve an experience worthy of recommending Sears Home Services to friends and family members.
Stu will provide an overview of the Customer Experience Design methodology and the overall management system his team utilizes to drive the continuous improvement necessary to support business development efforts and the overall Home Services strategy. He’ll also share how through the implementation of a series of integrated initiatives, Home Services customer service levels now exceed industry benchmarks.
Stu will showcase how the teams view each service event through the eyes of the customer and how he is developing a customer focused culture in his organization that identifies, and reinforces the vital behaviors front line associates must display in order to establish relationships with customers based on trust and respect. Stu will discuss this relationship model and how critical it is to the continued growth of the Sears portfolio of businesses which currently execute over 18 million annual customer service interactions.
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Breakout Session Speakers
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The Power of “Moments”
Kathy Heasley
Principal
Heasley & Partners, Inc. |
Today, service is everything. People expect it. People demand it. They’re not happy when they don’t get it. Sure good service is getting all the details right, putting the customer first and smiling through it all. But great service—service that gets people talking, service that builds your brand—requires something more. It requires “moments.” In this talk, Kathy Heasley will introduce the concept of a Moments Map and show you how to infuse “moments,” those powerful, unforgettable instances of time into your current service model. She will prove to you that with a little creativity, some planning and a simple system modification, you can have service that doesn’t simply serve, it wows! |
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Roadmap to Increased Service Revenue and Improved Customer Loyalty
Rob Sturgeon
Chief Operating Officer
ServiceSource |
Recurring service revenue from support, maintenance and subscription contracts is an increasingly significant source of revenue and profitability for technology and technology-enabled companies today. However, tens of billions of dollars from the renewal of service revenue is not being captured each year due to root causes that undermine renewal sales performance. Beginning with poor and incomplete data, systems that are not optimized for service revenue, and wide variation of performance indicators means that it is incredibly difficult to create meaningful cross-company comparisons and identify industry best practices.
In this session, Rob will review key performance indicators, trends, and best practices for how you can grow service renewals at your company based on ServiceSource’s unique data and insight. ServiceSource is the global leader in service revenue management, partnering with technology-based companies to optimize maintenance, support and subscription revenue streams, while also improving customer relationships and loyalty. ServiceSource helps customers increase service revenue contract renewal rates, on average, by over 15 percentage points and, in some cases, over 40 percentage points. With over $5 Billion in service revenue under management across over 100 customer engagements, ServiceSource has been able to systematically capture and organize data from millions of service revenue transactions, deriving Key Performance Indicators, metrics and best practices. |
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DaVinci Meets Einstein: The Artscience of Leveraging the Right Technologies to Build Customer Connections
Elaine Ralls, Ph.D.
Chairman
AIR Marketing
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Dan Santy
Chief Executive Officer
AIR Marketing
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Leveraging client data through analytics to identify an effective marketing mix is essential for growing customer connections into lifelong brand evangelism. Almost daily, new technologies are introduced that create more pathways to reach customers, but how do you know which paths to take? The key is understanding your customers’ needs and using technology to gain valuable insights that grow business. This session will show you how to take that analysis and create an integrated approach that provides value and ROI. You’ll leave with actionable take-a-ways and a clear sense of how science inspires art in marketing—or how DaVinci meets Einstein.
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Customer Rage Study
Scott Broetzman
President and Chief Executive Officer
Customer Care Measurement & Consulting
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Marc A. Grainer
Chairman
Customer Care Measurement & Consulting
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In the 1970's, CCMC principals fielded a White House-sponsored survey that found effective corporate complaint-handling could lead to significant marketing benefits. Conversely, poor complaint-handling practices resulted in negative ROI's. Over the last decade, CCMC and ASU'S Center For Services Leadership have fielded an expanded version of this survey to measure how well companies handle complaints TODAY. The 2011 survey focuses on issues such as customer rage, complainant satisfaction, and the bottom line impact of complaint handling. A special set of questions explores the role of social media in complaint handling. Participants will leave this breakout session with practical guidance for improving their ROI for corporate complaint-handling.
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Can You Measure Your Readiness to WOW Your Customers? |
Panel Moderators:
Douglas Morse
Managing Principal
Services Transformation and Innovation Group, LLC
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Dan Wiersma
Group Partner
Services Transformation and Innovation Group, LLC
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Sid Saleh
Group Partner
Services Transformation and Innovation Group, LLC
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Panelists:
Steve Church
Senior Vice President, Corporate Business Development and Planning
Avnet, Inc.
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Kim Gravell
Principal
Gravell Insights, LLC. |
Bob Zollars
Chairman and Chief Executive Officer
Vocera Communications, Inc.
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At no time in business history has the need for delivering differentiated customer experience been greater. Cost cutting and retrenching has caused a break in the customer relationships that we had and everyone is questioning the value that we deliver. Based on our ongoing research, our panel will discuss a new strategic framework for achieving high levels of customer experience, increasing your value to your customers and how to measure and analyze your readiness to WOW. Service is not only a science but a team sport. Learn how to predict better business results based upon your total company’s customer experience readiness index score. |
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Transformative Services: Services’ Role in Individual and Community Well-Being |
Panel Moderators:
Laurel Anderson, Ph.D.
Associate Professor of Marketing
W. P. Carey School of Business
Arizona State University
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James C. Spohrer, Ph.D.
Innovation Champion and Director, IBM University Programs World-Wide
(IBM UP)
IBM Almaden Research Center
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Panelists:
Stacey Baker, Ph.D.
Associate Professor of Marketing & Sustainable Business Practices
University of Wyoming
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Bill Epps
Chief Executive Officer, Grand Canyon Chapter
American Red Cross |
Amy Ostrom, Ph.D.
J. Willard and Alice S. Marriott Foundation Professor in Services Leadership and Professor in Marketing
W. P. Carey School of Business
Arizona State University |
Louis Soares
Director, Postsecondary Education
Center for American Progress
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Transformative Services Research (TSR) is research aimed at creating uplifting changes and improvements in the well-being of individuals (consumers and employees), communities, and ecosystems. TSR is one of the Research Priorities for the Science of Service and a significant and growing area of focus across industry, academia, and government. In this session, the moderators will frame the role and impact that services have on our collective well-being and the panelists will share their research and experiences on how service thinking is and can be applied to improve well-being outcomes in two specific industries - education and disaster/crisis management. |
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Services Leadership: Perspectives from Current MBA Students and Recent Graduates
Panel Moderator: |
Jim Ward, Ph.D.
Yellow Corporation Professor of Services Marketing and Management
Professor of Marketing
W. P. Carey School of Business
Arizona State University |
Panelists:
Ashley Dutchak
Specializations: Strategic Marketing and Services Leadership; Supply Chain Management
Marketing Intern
GE Energy |
Yasmin Kassel
Specialization: Strategic Marketing and Services Leadership
Consultant
IBM Global Business Services |
Jenny Kramer
Specialization: Strategic Marketing and Services Leadership
Business Manager - Grooming
PetSmart, Inc. |
Cory Theobald
Specialization: Strategic Marketing and Services Leadership
Client Representative Intern, Integrated Strategic Services
IBM Global Business Services
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Brian Webb
Specialization: Strategic Marketing and Services Leadership
Marketing Intern
Sony Retail Stores
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Understand services from the students' perspective during this unique panel session. W. P. Carey MBA students and recent graduates specializing in Services Marketing and Strategic Leadership will share the learning experiences that have made them passionate about services, where they feel services companies are excelling, and their outlook on the future of services. As job current and recent job seekers, panel members will discuss their generation's career goals and what differentiates companies as potential employers. There will be time for question and answer at the end of the session to address your specific inquires. |
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Extreme Service Recovery |
Panel Moderator:
Steve Brown, Ph.D.
Emeritus Edward M. Carson Chair and Professor of Marketing
Distinguished Faculty, Center for Services Leadership
W. P. Carey School of Business
Arizona State University
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Panelists:
Scott Broetzman
President and Chief Executive Officer
Customer Care Measurement & Consulting |
Jeff Horner
Chief Development Officer and Senior Vice President
UCB, Inc.
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Charles Noble, Ph.D.
Professor of Marketing
University of Tennessee |
Ruth O’Brien
Principal
RMO Consulting Services
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Adrian Paull
Vice President, Customer and Product Support
Honeywell Aerospace
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The most precious asset of most companies is the trust of its customers. Service failure represents a potential threat to this trust. Customers understand that mistakes will happen, yet how companies respond is critical to its future relationship with its customers. In the past, customers tended to tell 15-20 others about their bad experience through word-of-mouth. Today, through word-on-the-web literally thousands of people can learn quickly about how a company has wronged a customer. The potential for extreme customer reactions requires “extreme service recovery” that is pre-emptive, proactive and creative. This session will feature an astute panel with business and research experience in responding to contemporary service failures with extreme and successful service recoveries. |
Symposium Co-Hosts |
Kimberly Gravell
Principal
Gravell Insights, LLC. |
Mary Jo Bitner, Ph.D.
PetSmart Chair in Services Leadership and Professor of Marketing
Executive Director, Center for Services Leadership
W. P. Carey School of Business
Arizona State University
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James R. Weigand
President
DuPont Sustainable Solutions
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