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Customer Experience

The must-see customer experience sessions at X4 2020

It’s the biggest Experience Management event on the planet, so there’s something for everyone. Check out our guide to the must-see customer experience (CX) sessions at this year’s X4; From the most inspirational stories to the thought leadership that will give you plenty of ideas to get ahead of the game.

There’s every angle covered at X4 – stories from the brands using XM to deliver breakthrough results, thought leadership from the best in the business, and an inside look at the tech helping CX professionals reach new heights in customer, product, brand, and employee experience.

As you plan your X4 schedule, here’s a look at some of our recommended sessions to help you come away from the event inspired and full of practical tips to take your CX program to new heights in 2020.

Jump straight to:

Morning mainstage inspiration

World-class thought leadership

What’s new in CX

Get hands on with the technology

Take a deep dive into your industry

Hear from breakthrough brands

Morning mainstage inspiration

Each day at X4 kicks off with a morning of inspiration on mainstage. Wednesday sees the event kick off with Qualtrics CEO Ryan Smith, Oscar-winning actor Matthew McConaughey, Co-founders of Magnolia Chip and Joanna Gaines, Co-founder and CEO of The Character Lab Angela Duckworth and of course former First Lady, Michelle Obama.

And that’s just day 1! Thursday will see Ryan Smith return to the mainstage, alongside talkshow legend Ellen Degeneres and renowned researcher and author of no fewer than 5 New York Times bestsellers, Brené Brown.

Take your CX program to a new level with world-class thought leadership

The greatest minds in CX will take to the XM Institute Theater every afternoon for a series of sessions that will help you mature your program, including:

The human experience cycle

Bruce Temkin, Director of the XM Institute
Whether its customers, employees, products, or brands, every experience is built around one thing — people. Join industry visionary Bruce Temkin to explore the Human Experience Cycle (HxC) and how it impacts every part of our lives.
13:30-13:50 // Weds, March 11 // XM Institute Theater

Hitting fast forward on customer experience

Moira Dorsey, Principal XM Catalyst, XM Institute
Ask any exec and they’ll tell you they want to lead their industry in customer experience. But why the slow progress? And what do you need to focus on to really deliver breakthrough experiences for your customers? Join Moira Dorsey to learn how to build your CX roadmap and plan your path to CX maturity
15:00-15:20 // Weds, March 11 // XM Institute Theater

We’re all digital now

Juliana Holterhaus, XM Scientist
Restaurant, tire shop, or multinational retail chain – every business is a digital business now, not just the eCommerce giants. Join Juliana Holterhaus to explore 5 things any business can do to make digital a breakthrough experience.
16:00-16:20 // Weds, March 11// XM Institute Theater

5 breakthroughs that defined the decade in CX

Luke Williams, Head of CX Strategy and Thought Leadership, Qualtrics

10 years ago, nobody would have put a CX professional in the C-Suite. Today, CX is the strategic growth driver for some of the world’s most successful organizations. Join Luke Williams as he explores the 5 moments that won CX a seat at the top table

13:20-14:00 / Thurs, March 12 // XM Institute Theater

Don’t measure. Do.

Leonie Brown, XM Scientist
Want to know if you’re doing badly? Or maybe just not as badly as your competitors? Or do you want to really deliver breakthrough experiences for your customers and employees? Then it’s time to take action. Find out how moving away from the metrics and towards a culture of action can help you become an XM master.
14:10-14:30 // Thurs, March 12 // XM Institute Theater

B 2 Breakthrough - driving growth through XM in B2B

Aimee Lucas, Principal XM Catalyst, XM Institute
Talk about breakthrough experiences and most people will reel off a list of B2C giants. But what about B2B? Join Nan Russell to explore the different approaches to XM in B2B and see how it sits at the heart of the some of the fastest growing companies you’ve probably never heard of.
16:30-16:50 / Thurs, March 12 // XM Institute Theater

See what’s new in customer experience (CX)

Take a look at the trends shaping customer, product, employee, and brand experience in our mainstage keynotes from the Qualtrics teams.

They’ll be taking to the mainstage in the afternoon to explore how the landscape is shifting in XM and show some of the innovations on the XM Platform that will change how you work in 2020.

  • Brand + Product Experience - 14:00 // Weds, March 11
  • Employee Experience - 16:00 // Weds, March 11
  • Customer Experience - 14:00 // Thurs, March 12
  • Experience Management - 16:00 // Thurs, March 12

Get hands-on with the tech enabling CX

When the morning mainstage sessions end, we’ll be opening the doors to the Growth Shop — your place to learn how to grow your XM program with Qualtrics.

There’s a rolling agenda each day of demonstrations and short classes covering everything from managing your XM deployment to getting to grips with the latest innovations on the XM Platform.

Here’re a few highlights from the Growth Shop:


Optimize your digital content. Maximize your business impact.

Traditional metrics don’t cut it. Learn how Qualtrics can help you understand how to optimize your content to drive business outcomes.
14:30-14:50 // Weds, 11 March // Growth Shop

Turn employees into advocates and make the customer voice louder than ever

Your frontline employees know your customers better than anyone. Learn how to make the most of this by capturing and measuring customer feedback, so you can focus on what matters and take action.
15:30-15:50 // Weds, 11 March // Growth Shop

Access deep customer intelligence, at scale - no surveys required

Learn how to create a system of action by understanding your customers at the deepest level possible, uncovering insights that a single point CRM solution or master data platform could never provide
17:00-17:20 // Weds, 11 March // Growth Shop


CX Program Management and Governance

Learn how to ensure the right management and oversight of your CX programs easily and securely - from automated provisioning to data access and control.
13:00-13:20 // Thurs, 12 March // Growth Shop

Opportunity, not cost. Redefining how we think about customer care

The power of the customer. The power of retention. Understand the true value of customer care, and how Qualtrics can unlock a new world of opportunity
15:00-15:20 // Thurs, 12 March // Growth Shop

Create an unmatched connected customer experience

The end of the one-size-fits-all approach to CX. See how delivering real-time, 1-to-1 personalized experiences across touchpoints can drive measurable benefits for your company.
16:00-16:20 // Thurs, 12 March // Growth Shop

Take an industry deep dive with the experts

Want to see how XM works in your industry? Every afternoon we’ll be hosting 45 minute deep dive sessions focusing on different industries. This is your chance to hear from our industry experts, meet others in your industry and get hands-on with the tech.

Here’s our full list of industry sessions - they’re all happening in the XM Atrium in the Growth Shop.

  • Healthcare — 13:00-13:45 // Weds, 11 March
  • Technology —14:00-14:45 // Weds, 11 March + 13:00-13:45 // Thurs, 12 March
  • Automotive —14:00-14:45 // Thurs, 12 March
  • Financial Services — 16:00-16:45 // Weds, 11 March + Thurs, 12 March
  • Government + Public Sector — 15:00-15:45 // Weds, 11 March
  • Education — 15:00-15:45 // Thurs, 11 March

Go behind the stories from breakthrough brands

Want to hear how some of the world’s biggest brands made their breakthroughs? Join our 45-minute sessions at 14:00 and 16:00 each day to go behind the breakthroughs with the people leading XM programs at some of the most successful companies in the world.

Here are a few must-see sessions for each day:

The challenger mindset

Brad Olson, SVP Member Experience, Peloton
Peloton changed the game by sweating the Member Experience to deliver breakthrough moments. Find out how it’s driven Peloton’s meteoric rise to disrupt the fitness industry.
16:00 // Weds, March 11

Breaking out of boxed software

Melissa Schmidt, PhD, Director of Research, Autodesk
When the market shifts beneath you, you need to respond — and fast. Learn how Autodesk put the digital experience at the heart of its shift from boxed software to a truly modern digital platform
16:00 // Weds, March 11

Perfecting art through data science

Sheila Morin, Chief Marketing & Experience Officer, Cirque du Soleil
Ludovic Begue, Director - CRM, Data Science & Consumer Insights, Cirque du Soleil
Cirque du Soleil started with street performers in Canada and moved on to redefining circus art. Learn how their art anchors the experience, and data science perfects it.
16:00 // Thurs, March 12

The journey to customer obsession

Charles Cassar, Director of Digital Experience, Adidas
It started with digital experience, and ultimately changed the mindset of the entire company. See how Adidas' program grew into a company-wide customer obsession
16:00 // Thurs, March 12

That’s just a taster of some of the sessions at X4 2020 — there are over 120 sessions to choose from over the 3 days of the event, you can find all the details in the full agenda.

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