September 26-28, 2017
Hyatt Regency
San Antonio, Texas


The Walker B-to-B Customer Experience Summit will feature a one-of-a-kind program with inspiring keynote presentations, practical case studies, relevant breakout sessions, intriguing discussion groups and great networking. Attendees will have a chance to pick from more than 25 different CX topics to discuss and explore with customer experience leaders from a broad range of leading B-to-B companies.


From the opening workshops on Tuesday afternoon to the celebration on Thursday afternoon, you won’t want to miss a thing. Here’s the latest agenda for the CX Summit:


12:30 pm – 2:30 pm Pre-Summit Workshop:
Understanding Your Market to Leverage the Customer Advantage

Understanding Your Market to Leverage the Customer Advantage

Tuesday, September 26, 2017 - 12:30 pm - 2:30 pm

Arrive to the CX Summit early and attend this extra session!

Executives recognize the importance of knowing their market environment in order to differentiate. Opportunities to create a differentiated experience often result from uncovering new insights. Focusing on illuminating differences between you and your competitors not only helps pinpoint why you get the business but also informs potential avenues for differentiation and innovation. During this workshop we'll:

  • Share an overview of different competitive situations and the alternatives for capturing relevant market insights
  • Give you practical tools that allow you to capture valuable competitive intelligence
  • Collaboratively build a plan that you can take back to your organization
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3:00 pm – 5:00 pm Pre-Summit Workshop:
Designing Breakthrough Customer Experiences

Designing Breakthrough Customer Experiences

Tuesday, September 26, 2017 - 3:00 pm - 5:00 pm

Arrive to the CX Summit early and attend this extra session!

Creating a competitive advantage requires CX professionals to go beyond the relatively simple task of fixing well-known customer pain points. Truly innovating how customers interact with you throughout their journey is harder to do, but is absolutely key to building sustainable differentiation in your marketplace.

This two-hour workshop will provide a crash course on developing a CX innovation mindset, from the fundamental concepts behind design thinking to practical tools and techniques. Some of the topics we'll cover include:

  • Design thinking and how to build empathy with your customers
  • Approaches for employee co-creation and rapid prototyping
  • Embedding an innovation framework within your organization

At the conclusion of this highly interactive workshop you’ll feel confident in your ability to start practicing CX innovation principles at your own organization.

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5:00 pm – 6:00 pm Walker Client Welcome

We want to welcome Walker clients to the CX Summit. Join us to hear a brief update of company happenings, renew relationships with fellow clients and discuss the event with Walker staff.

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6:00 pm – 6:30 pm New Attendee Summit Overview

Is this your first time attending the B-to-B CX Summit? This session provides key introductions and an overview of the program to ensure you maximize your experience at the event. Please join us for this casual reception so you can make the most of your time in San Antonio.

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6:30 pm – 7:30 pm Welcome Reception

Join us as we welcome all attendees to San Antonio. No formal program – just an opportunity to network with other CX professionals from a wide variety of B-to-B companies.

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9:00 pm Nighttime Networking - Hotel Bar

Join us to continue networking into the evening at Q Bar, the Hyatt’s nightspot with terrific views of the famous San Antonio Riverwalk.

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7:30 am – 8:15 am Continental Breakfast
8:30 am – 9:30 am Welcome and Opening Keynote: Jay Baer

Jay BaerWe’ll officially kick off the CX Summit with a welcome from Walker and a dynamic opening keynote address from Jay Baer. A renowned business strategist and best-selling author, Jay travels the world helping businesspeople get and keep more customers. He is the founder of Convince & Convert, a strategy consulting firm that helps prominent companies gain and keep more customers through the smart intersection of technology, social media and customer service.

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9:45 am – 10:15 am General Session: Accelerating the CX Advantage

We all know CX makes a difference, but how effective are CX leaders at implementing their strategies? And how well do companies leverage CX to create a competitive advantage? In this session, Walker will release the findings of our latest special report. Based on our analysis, we’ll share the most important elements for CX success and introduce new tools – including the Walker Maturity Model – to help customer experience leaders assess and build solid strategies for success.

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10:15 am – 10:30 am Practitioner Presentation: Alan Mayer – The Importance of the Chief Customer Office

Alan MayerNearly twelve months ago, Dell Technologies established a new global organization - its first Chief Customer Office (CCO). During this session, Alan will share why the CCO was established, how the CCO was built to align with the rest of Dell’s business and some of the early initiatives and customer outcomes that they are already seeing.

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11:00 am – 11:45 am Breakout Sessions
  Taking the Lead on CX Innovation

With CEOs focused on the customer experience as a way to competitively differentiate, CX professionals have a unique opportunity to lead their company’s innovation efforts across customer interactions and touchpoints. In this session we’ll share how the CX function can step outside of its traditional “scores and metrics” role to become the driver for creating breakthrough experiences. Some of the topics that will be covered are:

  • Why the CX role needs to go beyond fixing problems to designing unique experiences
  • How CX professionals can embrace and become the catalyst for innovation
  • Where to begin: practical tips to becoming your company’s CX innovation leader
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  Leveraging a Cross-Functional Team to Drive Action

As a customer experience professional, driving action across organizational levels, business units and functions is a significant challenge. Yet improving the customer experience requires engagement and coordination across people and departments to achieve meaningful change. During this session we will:

  • Share common organizational challenges that CX professionals need to address
  • Discuss strategies and tools to help drive cross-functional engagement and change
  • Apply learnings and create an action plan for your current organizational situation
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  Creating a Dynamic Customer Intelligence Approach

In the Information Age there is no shortage of data about customers. In fact, garnering the right insights in a sea of customer intelligence can feel like a never-ending search, particularly if you’ve been conducting a customer experience program for a while. During this session we’ll concentrate on improving the way we gather, analyze and use various types of customer intelligence. We’ll review the following:

  • How to assess if the outcomes your CX program impacts are the right ones for your current company strategy
  • Available tools to define the information sources you should use
  • Best practices to evolve your program, while minimizing the impact on employees and customers
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11:45 am – 12:45 pm Lunch
12:45 pm – 1:15 pm General Session: Sebastian Wernicke

Sebastian WernickeDr. Sebastian Wernicke is the Chief Data Scientist at One Logic, a data science boutique. Sebastian is widely known for his TED Talks – they have been viewed more than 4 million times! At the Walker CX Summit, Sebastian will share practical advice for putting data into decision making.

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1:15 pm – 2:15 pm General Session: Roundtable Discussions

This fast-paced, interactive session focuses on the most relevant challenges, tips, and best practices for establishing and maintaining a customer advantage. Pick your topics and join in the discussion!

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2:30 pm – 3:15 pm Breakout Sessions
  CX Storytelling

CX leaders are frequently called on to share customer insights with groups, departments and individuals within their company. However, too often these presentations fall short. Too boring. Too much data. Instead, CX leaders need to tell compelling stories that inspire colleagues to take action. This session will help CX professionals deliver captivating presentations that get people engaged. In this session, you’ll learn:

  • How to develop key messages and plan dynamic presentations
  • Data presentation methods that resonate with your audience
  • Techniques for effectively telling customer stories that connect with the audience
  • The most common mistakes that deflate most presentations
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  Change Management

CX professionals should regularly discuss creating change. Haven’t we all seen how even good action plans can be hard to fully execute? Many leaders are surprised by how their associates resist changes and the general inertia facing even the best improvement plans. But such behavior can be anticipated and treated with a few proven change management remedies. During this session we will discuss:

  • Key change management principles: what must happen beyond action planning for sustained change to take place
  • Identifying the unique role of the CX professional in guiding change in their company
  • Examples of companies that have been effective, and not so effective, in making customer-focused changes that last
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  Customer Perceived Impact

Have you ever had this happen? Your company makes an improvement based on customer intelligence, but customers don’t recognize the change. To create the customer advantage, companies must deliver an experience the customer recognizes and values. During this session we’ll explore:

  • Techniques for identifying what customers truly value
  • Breaking through the clutter with effective communication
  • Testing the impact of changes through prototyping
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3:30 pm – 4:15 pm General Session: Jennifer Shirkani

Jennifer ShirkaniJen Shirkani is a nationally recognized expert on emotional intelligence. Author of “Ego vs EQ” and “Choose Resilience,” she’ll provide expert advice on leveraging the power of emotional intelligence to have influence and win people over.

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3:30 pm – 4:15 pm Practitioner Presentation: Terry DeKalb – CX Transformation and Redefine Strategy

Terry DeKalbAgilent has been on an enterprise-wide journey to transform and redefine its customer experience strategy. During this presentation, Terry will share how the team got started, their transformation approach and some of the initial results they are seeing.

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4:30 pm – 5:00 pm General Session: Walker Update

Walker will share an overview of what they are seeing in the CX industry and how they are positioned to help B-to-B companies leverage the customer experience to create sustainable business results.

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6:30 pm Reception and Dinner
9:00 pm Nighttime Networking

This time we’ll venture off-site to a local hot spot to continue our networking and get a taste of San Antonio culture!

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6:00 am Morning Fitness Activity
7:30 am – 8:15 am Continental Breakfast
8:30 am – 9:15 am General Session: Ed Viesturs

Ed ViestursThink you’re pretty tough? Meet Ed Viesturs – the only American to have climbed all 14 of the world’s 8,000-meter peaks, and only the sixth man to do so without supplemental oxygen. Ed will share his amazing story and provide some surprisingly relevant advice for CX leaders.

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9:15 am – 9:30 am Practitioner Presentation: Brian Beach

Join Brian as he shares insight on the customer experience.

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9:45 am – 10:30 am General Session: Progress Toward 2020

Progress Twoard 2020Are you prepared for customers of the future? We’ll take a look back at findings from Walker’s groundbreaking report, Customers 2020, to see just how well companies are doing in preparing for customers of the future. In that report we cited soaring customer demands that will challenge the way companies operate. We’ll share a critical view on how much progress companies have made, what they must do to be on pace and announce plans for our next study on the future of customer relationships.

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11:00 am – 11:45 am Breakout Sessions
  Aligning CX and Your Brand

Consider the following two elements – (1) your brand promise is the unique value your company delivers to customers, and (2) your customer experience is the way customers interact with your company. It doesn’t take long to realize that the two really need to work together to authentically bring a brand to life. In fact, as CX and traditional marketing converge, alignment of the two is increasingly critical to creating competitive advantage. In this session we’ll take a closer look at the relationship between CX and brand and how alignment can multiply the power of your brand story.

  • Why winning companies are considering brand and CX together, and what happens when companies do not
  • How CX leaders can play a critical role in keeping their company’s brand promises to customers
  • What is needed to evaluate the current state of CX and brand alignment in your company and who to reach out to for help
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  Customer Emotion

Too often we associate customer emotion with B-to-C companies. However, the role of emotion in B-to-B relationships is often more significant as there can be more at stake and more individuals impacted by business decisions. During this session we will:

  • Discuss how to measure customer emotion in a practical and actionable way
  • Demonstrate innovative techniques to layer emotion into existing listening tools
  • Address the impact of emotion on customer purchase decisions
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  Forecasting the Business Impact of CX Change

When you deliver CX recommendations, do you also share the impact you anticipate? In this session we’ll discuss the best ways to forecast the impact of CX change and measure progress, and we’ll share tools that customer experience professionals can use to create and monitor forecasted impact. Key topics include:

  • Aligning the impact of improvements with select individual customers
  • Demonstrating the impact of process efficiencies based on improvements made
  • Understanding the impact of improvements made on the prospects of new customers
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11:45 am – 12:45 pm Networking Lunch
12:45 pm – 1:30 pm Breakout Sessions
  Building an Engaged Customer-Focused Workforce

While CX isn’t a human resources function, it can be a valuable resource for helping employees across the organization identify with customers. During this session we’ll take a look at the role CX professionals play in engaging employees to create a customer-focused experience. Key topics include:

  • The influence of culture on delivering an exceptional customer experience
  • Areas where organizations should focus when building an engaged, customer-focused workforce
  • Best practices on what has worked in creating a customer-focused workforce
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  Increase the Speed to Action With Experiments

Often, customer-focused initiatives get derailed because of excessive discussion and due diligence. In many cases, companies can benefit more from a “nail it and scale it” approach, where they employ a continuous cycle of trying an idea, seeking customer approval/disapproval, adjusting and re-evaluating. During this session will share this process and discuss:

  • Why experiments are essential to CX innovation
  • Taking smart risks
  • Using customer intelligence to determine what’s working and what isn’t
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  The Latest and Greatest in CX Analytics

Ever felt like there was nothing new and exciting happening in your data? Need new inspiration for your CX analytics plan? You won’t want to miss this session. We’ll explore Todd Rose’s “The End of Average” as context for a deeper conversation around CX analytics. As customers’ demands for personalized services increase, we need CX analytics that accommodate customer uniqueness rather than statistical averages. In this session you will learn:

  • Why identifying and understanding outlier customers is vital for your company’s current and future success
  • How looking at changes in customers over time or simple segmentation analysis can alert you to unique customers who need attention
  • How to perform a multi-dimensional analysis for analyzing large numbers of cases or fields to find areas of unusual risk or opportunity
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2:00 pm – 2:15 pm Practitioner Presentation: Ryan Scapellato

Ryan ScapellatoWhat happens at the intersection of a customer intelligence program and taking action? Ryan will share a case study of customer success and transforming the customer experience. Insights revealed during his case include desires for:

  • A single point of contact
  • A close-loop process
  • Technology to serve customers
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2:15 pm – 3:00 pm General Session: Megan Burns

Megan BurnsIt's hard to keep up when expectations constantly change. But thankfully, everything never changes. Some aspects of the way customers think and behave are stable because they're hard-wired into the human brain. CX thought leader Megan Burns will close out this year's B-to-B CX Summit by sharing key insights about human nature from fields like neuro-psychology and behavioral economics. She'll explain what these empirically-proven principles mean for CX professionals and offer tips on how to use them to create a CX foundation that withstands whatever the future may bring.

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3:00 pm – 3:15 pm General Session: Walker Wrap Up

We’ll wrap up the CX Summit with a reflection of the activities over the past couple days.

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3:15 pm – 5:00 pm

CX Celebration

A Walker CX Summit tradition – we wrap up our events with a celebration of CX. Join us for one final (and fun) opportunity to interact with likeminded professionals and reflect on what you learned throughout the Summit.

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