The conference runs from 7:30 am to 4:30 pm.

After the Opening Keynote, Networking Break and Strategic Briefings, the Customer Service Track offers an exceptional group of speakers:

10:25-10:30 am
Roger Paulson

Track Introduction

Roger Paulson

10:30-11:05 am
Brad ClevelandICMI

Finding the Edge of Service: Making the Case to Unlock Your Organization’s Potential

Brad Cleveland
Senior Adviser, Author, ICMI

Massive change is happening in service delivery. And though this can be a disorienting time, there’s never been a greater opportunity to leverage customer interactions into better business results — growth, profitability, innovation and trust. But to reach your potential, you’ve got to make the case within your own organization that service matters more than ever, then build a cross-functional approach that delivers results.

In this session, Brad Cleveland identifies the trends and principles that will help you frame discussions, get senior leadership and the broader organization on board, and unlock the strategic value of service.

About Brad »

Brad Cleveland is known globally as one of today’s foremost experts in customer strategy and management. He has worked across 45 states and 60 countries, and his clients have included many service leaders — American Express, Apple, Coca-Cola, USAA, HP and others. In fact, Brad has worked with more than 70 percent of the companies that have the top net promoter score in their respective industries. His books and articles have been translated into more than a dozen languages, and he has appeared in media ranging from The New York Times to The Wall Street Journal and NPR's All Things Considered.

One of the initial partners in and former President and CEO of the International Customer Management Institute (ICMI), Brad grew the firm into a global industry leader that is now part of London-based United Business Media, and he received ICMI’s inaugural Lifetime Achievement award. Brad lives in Sun Valley, Idaho, with his wife Kirsten, and their daughter Grace.

11:05-11:40 am
Rick DeLisiCEB

An “Effortless Customer Experience”
Occurs Mostly Inside Your Mind

Rick DeLisi
Senior Director and Executive Advisor, Corporate Executive Board

What does it take for companies to improve customer loyalty? A different mindset. Different for you as a service leader, different for your frontline service reps and ultimately, different for your customers.

Rick DeLisi, co-author of the best-selling customer service book “The Effortless Experience,” will share behind-the-scenes insights from CEB’s ongoing discoveries about the link between low-effort service interactions and future customer loyalty:

  • Customer effort turns out to be much less about what customers have to DO, and much more about how the whole experience FEELS.
  • Companies can take a much greater degree of control over the “mental” side of effort, using proven strategies to mitigate potentially negative customer experiences.
  • Frontline reps can learn simple techniques to create the “win-win-win-win” outcomes that enable service to become a true differentiator and brand-builder for their companies, in ways that actually make THEIR own everyday job easier and more rewarding.

Join us for a lively, interactive session which will help you refresh your own mindset, while offering practical, easy-to-implement tactics to improve the overall quality of your customer experience.

About Rick »

Rick DeLisi is a senior advisor with Corporate Executive Board (CEB)'s global Customer Experience practice and the coauthor of the best-selling book "The Effortless Experience: Conquering the New Battleground for Customer Loyalty."

For the past nine years, Rick has traveled the world delivering keynote addresses and creating interactive seminars based on CEB's cutting-edge customer research into topics, including increasing customer loyalty, creating an improved multichannel experience and hiring high-performing frontline service agents. A noted public speaker and facilitator, he has led sessions in more than 50 cities in 20 countries.

Prior to joining CEB, Rick specialized in customer communications and media relations in the airline and hospitality industries. He is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University, where his son also recently graduated. Rick and his family live just outside Washington, DC in Ashburn, Virginia.

11:40 am-12:15 pm
Chuck Wilson Interactive Intelligence

Optimizing Enterprise Customer Service with Process Automation

Chuck Wilson
Vice President, Business Automation, Interactive Intelligence

World class service centers are using process automation to optimize internal operations and customer service. Hear what “process automation” means, how it applies in a typical service operation, how it can help to address operational gaps, and what is required to get started and make it happen.

This speaker is sponsored by EDCi.  About Chuck »

Chuck Wilson has more than 20 years of experience helping companies automate processes. Since 2009, Chuck has led the process automation group at Interactive Intelligence, with a focus on integrating content management, business process automation and contact center technologies to improve customer experience.

Prior to Interactive Intelligence, Chuck co-founded insurance content management company, AcroSoft Corporation in 1996. At AcroSoft, Chuck was responsible for the design and development of the company’s software, as well as its integration to core insurance solutions.

Chuck also spent five years at Policy Management Systems Corp., an insurance software provider, where he was a department leader in the document management and voice technology division. There he was responsible for designing, developing, and deploying document management, workflow and document print solutions for insurance companies around the world.

1:30-2:05 pm
Betty BergquistAmerican Family Insurance

Skin in the Game: Motivating and Empowering Frontline Service Staff to Deliver Excellent Customer Experiences

Betty Bergquist
Vice President – Sales and Service Operations, American Family Insurance

American Family Insurance has made excellent customer experience a company-wide priority. But translating an enterprise goal to concrete, day-to-day actions for a large customer care team can be a challenging task. In this talk, Betty Bergquist will share the strategy she and her team implemented that linked customers’ feedback on their service interaction experiences directly to reps’ performance evaluations — and the results of the strategy in terms of improved customer experiences and more successful reps. She will discuss:

  • The motivation and development behind American Family’s Representative Satisfaction Index.
  • How she and her leadership team engaged frontline staff in the new approach.
  • How her management team changed its approach to training and coaching to enable agent success.
  • Lessons learned along the way.
About Betty »

Betty Bergquist has worked for American Family Insurance since she started as an intern in 1989. Betty worked in Claims and Marketing, and then became an agent in Milwaukee in 1995. She held sales leadership roles in Idaho, Utah, Oregon and Wisconsin. In 2008, she moved back to Madison, Wisconsin, as the Vice President of Education, a role she held until 2012, when she became the Sales and Service Operations Vice President.

Betty has a double major in Finance and Marketing from the University of Wisconsin-Madison, and she earned an MBA from the University of Phoenix. She has several insurance designations, including Chartered Property Casualty Underwriter, Chartered Leadership Fellow, and Life Underwriting Training Council Fellow. She also has a Certified Call Center manager designation. Betty is an active member in her community and has been married to Tracy for 21 years; they have two sons, Jon and Andy.

2:05-2:40 pm
Perry Bishop Perry Bishop Andrew Reise We Energies

Journey to Excellence

Perry Bishop
Northern Customer Service Manager, We Energies

Joe Piette
Vice President Customer Experience, Andrew Reise

During this presentation you will hear about the experiences of a We Energies team on a mission to build a journey map for its New Service process. You will learn about the team’s challenges, victories and outcomes from their journey-mapping experience. You'll come away motivated to spark your own journey to map your customers experience with your employees and processes.

About Perry and Joe »

Perry Bishop has served as Manager – Customer Service for the We Energies Northern Metro Milwaukee service area since 2002. Perry has been with We Energies for 33 years and has utility experience that spans several areas of the company including, engineering, supply chain, standards and procedures, and customer service. However, for more than 20 years he has been in customer service where his responsibilities have included managing customer service delivery teams in both call center and customer operations environments.

Perry has worked face-to-face with both residential and business customers. These interactions have helped him stay true to the philosophy he believes in: Treat customers with the same care and concern that he would expect from a quality service provider.

Joe Piette has had a diverse career — award-winning film and video producer turned corporate turned consultant. In other words, Joe is a storyteller who has been on both sides of the corporate table. He is particularly experienced and talented at persona and journey map development.

Joe loves the challenge of helping companies (many of them Fortune 500) balance brand promises with customer expectations, unify organizations and their cultures, find opportunities, remove waste, rally to drive business growth, and move customers to be passionate about a brand.

Joe has a wife and four children. He loves music, playing drums, biking, and triathlons. He has raised thousands of dollars for charity riding his bike.


The Customer Service Track is sponsored by:



Programming Committee members provide guidance on track content, topic suggestions and speaker selection. Thank you to the 2015 Customer Service Track Programming Committee:

The Day At a Glance

Your day at the Business Best Practices & Emerging Technologies Conference is packed with content:

7:30 -8:30 am Registration and Networking
8:30-9:30 am Opening Keynote featuring Patrick Dixon
9:30-10:25 am Networking Break & Strategic Briefings
(Strategic Briefings are from 9:45 to 10:10 am)
10:25 am -12:15 pm Track Sessions
12:15-1:30 pm Lunch & Table Topics
1:30-2:40 pm Track Sessions
2:40-3:35 pm Networking Break & Strategic Briefings
(Strategic Briefings are from 2:55 to 3:20 pm)
3:35-4:30 pm Closing Keynote featuring Adam Steltzner

Roger Paulson is chair of the Customer Service Track of the conference. He directs the UWEBC's Customer Service focus area.



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