2012 CONVENTION & EXPOr e g i st r at i o n b r o c h u r eManagingC u sto m e rExperiencein aD i g i ta lWorldHollywood, FloridaApril 29 - May 2, 2012Westin Diplomat Resortataconnect.org/ataconvention
The Allure of Two Experiences The Westin Diplomat Resort & Spa offers one refreshing destination with two unique experiences. Choose beachfront surf and sand or a more intimate stay surrounded by manicured golf course greens and an indulgent full-service spa. Breathe in the scents of lemongrass ginger with green tea and indulge in the calming effects of the full-service Spa at The Diplomat. Challenge yourself with an early morning tee time on the 18-hole golf course, managed by Troon Golf®. Take a tennis lesson, charter a fishing boat, ride a Jet Ski or just relax in a poolside cabana. Regardless of which experience you chose, you will feel refreshed and rejuvenated. WESTIN DIPLOMAT RESORT & SPA 3555 S. Ocean Dr. Hollywood, Florida 33019 Phone: 954.602.6000 www.diplomatresort.com $254/per night plus tax ROOM BLOCK EXPIRES MARCH 30THBig Changes! New Direction!“Managing Customer Experience in a Digital World” is the theme for the 2012 ATA Convention & Expo!!We have chosen the beautiful Westin Diplomat in Hollywood, FL as our destination.We’ve designed a practical “How-to” convention with quantifiable, step-by-step solutions for today and strategies tokeep your team ahead of the game in the future.We’ve recruited dynamic keynote speakers and presenters with relevant, timely topics that will help take your companyto the next level and make your customer’s journey the very best it can be.Our nearly 30 years of dedication to customer interfacing evolution is a source of pride for us. Look around at an ATAevent and see firsthand the history and wisdom of our industry. Though we represent the tradition of contact centerexcellence, it is an ever-changing marketplace. The ATA delivers managerial insight into emerging technologies and newavenues of customer commerce representing integrated channels of contact in the 21st century.We also have some exciting news to share with all of you that you won’t want to miss... how the ATA is keeping up withthe changing times and evolving itself!!!How can you catapult your company from good to great and from great to excellent? By going above and beyond thecall, and this convention and expo will show you how.I personally invite all of you to join me at the 2012 ATA National Convention. It’s time to move into the future together. Sincerely, Phil Grudzinski CEO, ATA
Sponsorship and Exhibitor OpportunitiesSponsorship OpportunitiesATA sponsors are recognized as unique contributors and industry leaders fortheir support of the ATA’s educational and networking events. Contact TomSponsorship puts your company in front of hundreds of decision makers and Chandler atrecognizes your company as a leading expert. 317-816-9336We have sponsorship options that are perfect for your company! x2766 orExhibitor Opportunities tomchandler@ ataconnect.orgSuppliers represent all aspects of the Customer Contact industry andexhibiting highlights your services in a venue that sets you apart from your to request acompetition. Meet the companies that purchase your solutions at the ATA Sponsorship,Convention. Exhibitor orCustomer interaction professionals from around the world come to see what’snew and to find out what others are doing. Attendees spend time in the exhibit Opportunityhall because it is the best place to find out about all of the latest and greatest Exchange Guide.solutions.Opportunity Exchange 3.0 AttendeeWith its own special focus on super-charged sales techniques, this is a can’t Breakdownmiss opportunity that is guaranteed to shorten your sales cycle.Opportunity Exchange 3.0 is a premier series of TARGETED and PRE-SCHEDULED meetings between members and high-caliber buyers. If you need 76%a BIG prospect, we’ve got them and we are going to find out which ones are Executiveshopping for what you are selling. attendeesMeetings scheduled for Monday, April 30th and deep discounts are offered toSponsors and Exhibitors. 64% Directors andWhy Exhibit at the ATA Convention? aboveVISIBILITYInstant brand exposure to thousands with your company name and logofeatured online, in the printed conference brochure and in promotional 43%materials. SVP and higherCOST-EFFECTIVE BOOTH SPACEMinimal investment for maximum exposure with prime 10 x 10 exhibit space. 91%COMPLIMENTARY REGISTRATIONS Involved inTwo complimentary registrations per exhibitor plus discounted rates for buyingadditional attendees. process 83% Decision makers 33% Can buy on the spot
Convention AgendaSUNDAY, April 29th• 8a-12:00p ATA Golf Open• 9a-12:00p ATA Tennis Tournament• 12-7:00p REGISTRATION• 6-7:30p Opening ReceptionMONDAY, April 30th• 8a-4:00p REGISTRATION• 8-8:50a Breakfast in EXPO Hall• 9-10:10a Welcome/Keynote• 10:30-11:20a Educational Sessions A MONDAY SESSIONS• 11:40a-12:30p General Session 10:30 – 11:20a• 12:30-1:30p Lunch in EXPO Hall 1:30 – 2:20p• 1:30-2:20p Educational Sessions B 3:30 – 4:20p• 2:30-3:20p EXPO Hall Open• 3:30-4:20p Educational Sessions C• 4:30-5:30p EXPO Hall Reception• 5:30-6:30p Chapter/New Member Reception• 8:30-11:00a VIP GalaTUESDAY, May 1st• 8a-2:30p REGISTRATION• 8-8:50a Breakfast in EXPO Hall• 9-9:50a General Session• 10:10-11:00a Educational Sessions D TUESDAY SESSIONS• 11:00a-12:00p EXPO Hall Open 10:10 – 11:00a• 12:00-2:30p Awards Luncheon 4:00 – 4:50p• 2:30-3:20p General Session• 3:20-4:00p EXPO Hall Open• 4:00-4:50p Educational Sessions E• 8:00p-? Attendee SocialWEDNESDAY, May 2nd• 7:30a Breakfast-Call Centers CARE Participants• 8:30a Bus Departs for CCC Event• 9:00a-12:00p Call Centers CARE Philanthropic Event• 12:30p Return to Hotel
2012 ATA Golf OpenSunday, April 29th ATA 5th Annual Tennis TournamentHigh Powered Networking in a Sunday, April 29thBreathtaking Setting 9:00 am – 12:00 pmNestled amongst 3,000 coconut and royal palmtrees and an ideal balance of mature Banyans, the Named one of TennisDiplomat’s golf course stretches nearly 7,000 yards magazines “Top 50” resortswith manicured greens, rolling fairways, 8 acres of in the world and ranked 24 inlakes and 76 bunkers. Our championship golf course the world by Tennis Resortsis managed by internationally renowned Troon Golf®. Online, our tennis facility features 10 clay courts, 6Every cart is equipped with Prolink GPS to offer game which are lit for night playassistance and the lay of the course and also allows and a stadium court thatfor food and beverage service delivered during play. is capable of seating 1500Don’t miss the opportunity to play an award winning spectators. The 2,500 squarecourse while making valuable business contacts. foot pro shop offers the latest fashions, equipment andItinerary: accessories.7:00a Bus Departs for Golf Course Registration fee: $25.007:20a Breakfast & Registration8:00a Shotgun StartCost: $179 per person, $675 FoursomeFor Golf Sponsorship Opportunities Contact:Tom Chandler | 317-816-9336 x2766
KEYNOTE SPEAKER Garrison Wynn Making the Most of Difficult Situations: Managing Customer Experience in a Changing World As a motivational speaker, advisor, author, and professional entertainer, Garrison Wynn has worked with some of the world’s most effective corporate leaders and business developers, from multibillion-dollar manufacturers to top New York Stock Exchange wire houses. He has a background in manufacturing, entertainment, telecommunications and financial services. In this funny and insightful keynote session, Garrison will focus on the power of change management and highlight how to combine relationship building with no-fluff motivation and change to deliver real solutions in uncertain times. He will share his pearls of wisdom on how smart business people navigate change and come out stronger and wiser. Garrison Wynn examines the challenges we face as customer interaction professionals and shows how we can laugh at our problems while using them as catalysts for future success.FEATURED SPEAKERLynn HinderakerDirector of MarketingEPIC ConnectionsServing the Emotile Customer in theDigital WorldWelcome to the new, kinetic era in customerrelationship management! However, It ís lessabout technology than it is about the end userwho buys our products via smart phones, tabletsand other mobile messaging platforms. How doesall this movement affect motivation, trial andbrand preference? Using data from Nielsen, EpicConnectionsí Lynn Hinderaker introduces us thesegment of the consumer universe that is drivingcultural change. Hinderaker is an experienced,energetic presenter who will broaden your industryworldview while giving you actionable focus.
Group A Sessions APRIL - 11:20a MONDAY, 10:30 30TH 10:30a | Group A SessionsBranding Your Corporate Identity for Bringing Contact Center TransparencyMobility Platforms to Your Off-Phone OperationsAlex Bratton Donna DenehyCEO Assistant Vice President of Customer ExperienceLextech Global Services Management and Strategy The HartfordDo you want to put your finger on the pulse ofmobile technology? Get a feel for where the The contact center is a key link in the valuemobile app landscape is headed and how it chain, given its depth of tools, metrics, andwill impact all areas of your life - from work to data. Donna Denehy, Assistant Vice Presidentplay? You won’t want to miss Lextech Global of Customer Experience Management andServices’ Chief Geek and CEO, Alex Bratton! Strategy at The Hartford, was challengedAlex’s experience has uniquely positioned to understand how back-office areas werehim to understand the implications of mobile contributing to or hindering the company’swith both technology and business in mind. ability to meet its high customer serviceHis message is simple: Mobility is here. Are standards. The Hartford deployed a newyou ready? Join Alex as he shares mobile app solution set to gain the visibility needed tosuccess stories and lessons learned about: monitor and improve the performance of itsHow the touchscreen is taking over; How back-office operations. With the solution,mobility is changing the way businesses and the company was able to reduce idle timeconsumers operate; and where the mobile and increase throughput. Join this session toindustry is headed. learn how you too can gain greater operational transparency and actionable intelligence to improve all aspects of your business.Social Media and the CustomerExperience Leverage Customer Feedback toKevin Nolan Improve Marketing CommunicationsSenior Director and Head of Marketing (Americas) Mark MauritsAegis Global Communications Group Marketing Manager, Managed Tele-ServicesKristen Kane Microsoft CorporationDirector of Social MediaKane Partners, LLC This presentation will tell the story of Microsoft’s journey to listen and act onStop thinking about Social Media and do customer feedback. Real life examples will besomething about it! Digital media and web presented on how to access the goldmine of2.0 platforms are pushing brands to innovate customer data generated by everyday customertheir customer experience and engagement conversations and use it to improve digitalprocesses. These digital conversations are marketing communications and the customerpresenting sales, service, and reputation experience. In this session you will learn: Howmanagement opportunities. Leveraging on to understand what customers are sayingthese opportunities and the multi-channel without burdening your agents; How to makedigital media, organizations are experimenting customer feedback actionable; and Innovativeand discovering newer ways of extracting ways to integrate your call center into thevalue from their social media engagements. digital channel.To succeed in managing customer experiencein the Digital world, companies need to do 4things: Listen, Interact, Socialize and Adapt.Learn how to effectively leverage these 4 thingsin this interactive session.
MONDAY, APRIL 30THGroup B Sessions | 1:30pThree Perspectives on Today’s Finding the Balance in Supporting YourCustomer Care: User, Enterprise, CustomersProvider Mak AzadiAlla Reznik VP Customer ExperienceDirector Shutterfly/Tiny PrintsVerizon Shutterfly acquired Tiny Prints in 2010. BothHow do you employ methods to improve the companies had similar customer serviceend user experience while exploring new service philosophies, but have approached customerdelivery options? Alla Reznik’s discussion service in entirely different ways. Shutterflywill provide insight on how to integrate the outsources nearly 100% of customer servicemost recent technology including Cloud and has thought of it as a cost. Tiny PrintsBased Solutions, IP and Social Media. The insources nearly 100% of customer service andpresentation will draw from both Verizon’s has always thought of customer service as anlegacy in providing world-class Contact acquisition and retention tool. The correct an-Center Solutions to numerous enterprise and swer lies somewhere in the middle. So how isgovernment customers as well as Verizon’s Shutterfly determining what their combined CSextensive experience in customer care strategy should be? Join this exciting sessionoperations. to find out how the decision is being made.Supercharging Your First Contact Why You Must Embrace Multi-ChannelResolution Initiative Permission Marketing Now!Mary Murcott Ken Sponsler, CIPPCEO Vice President and General ManagerNOVO 1 Compliance Point/PossibleNOWThe key driver in attaining high levels of This session will present strong evidence howcustomer satisfaction within the call center global and US marketing and privacy regula-is first call (first contact) resolution. Imagine tions, social media influences, technologythe savings you can deliver when you improve advances and the decline of the land-line areFCR and reduce cost! Whether you have been forcing companies to consider alternativesworking on FCR for years or are new to the to traditional marketing efforts. The session will present a unique view of how these mul-term, this interactive workshop will show titudes of influences are colliding and causingyou how to supercharge your FCR initiatives, significant shifts in consumer expectations.improve customer satisfaction, boost sales The audience will benefit from learning of waysconversions, and reduce expenses. You’ll companies are innovating and solving this com-discover how to correctly measure FCR, plex issue in order to retain the ability to marketways to configure and analyze FCR data to and service their customers in an increasinglycompel action, how to gain buy-in from other restrictive environment.departments, and many other best practices.You’ll take away a tailored plan of action, withranked priorities and tips for handling executivepush-back and bureaucracy-and you’ll be readyto make the case for a strong focus on FCR, andequipped to immediately improve customersatisfaction.
Group A Sessions APRIL - 11:20a MONDAY, 10:30 30TH 1:30p/3:30p | Group C SessionsProcess, Metrics, and Scaling Social Optimizing and Measuring SuccessMedia for B2C2B Lead Generation Through Customer Return OnRini Das Sam Falletta EngagementCEO CEO Tim SearcyPAKRA Games Incept CEOKristin Kane ACCENT MarketingDirector of Social MediaKane Partners LLC Optimizing media and marketing spend while meeting new account acquisition goals andThis practical presentation will outline how to contending with tight budgets has alwayseffectively use Social Media to enhance your been a major challenge of marketing execu-business with a specific focus on the lead gen- tives. Many of these executives have founderations capabilities available through Linke- that there is no one-stop solution that answersdIn. We will share 7 tricks to generate more their question of where to invest their limitedbusiness on LinkedIn as well as an SEO profile marketing dollars to achieve these objectives insecret to accepting and sending invites on the most effective way. Using research, analy-Linkedin. These experts will share ways to use sis, historical review and sometimes a littlesocial medial to identify new opportunities and luck, they devise plans hoping for the best out-to engage prospects and customers including comes based on what they know. However,sales process and return on investment that as customer engagement becomes a prioritycan be measured and adjusted in real-time. for both consumers and brands, executives are faced with the bigger challenge of determining the true cost of engaging with that customerA Match Made in Heaven… throughout the entire customer lifecycle. InActually, the Cloud this session, attendees will learn: What is Cus- Sasha Gorman tomer Return on Engagement (CROE) and whyJohn McNamaraChief Marketing Officer Director of Sales does it matter? What and how is CROE used toLiveVox LiveVox impact customer behavior? (Channel, Message, Audience) What are the 5 steps a firm mustArnab Mishra take to establish CROE?VP Products and SolutionsTransceraThe digital world is a benefit to contact centers Acquire, Develop and Measure Workwho want to enhance the customer experience.Business and personal technology is evolving @Home Talent in a 100% Virtualmore rapidly than ever before. Consumers and Environmentbusinesses alike are moving to Cloud Services David Parkhurstfor everything, from linking several personal Alpine Accessdevices together to running dialer operations Vice President, Cable and Telecommunicationsacross several contact centers. The data isthere for the taking and it will make you smart- The ability to recruit, hire, train, manage,er about your customers and their value to your support and develop an entire workforcebusiness. You can use it to weigh a host of virtually has become main stream. In fact, 93%factors—some obvious, some very subtle. In of companies are at various stage of virtualthis session, attendees will learn: How to take deployment with various providers. However,advantage of public as well as private data- to recruit, hire, train, manage, support andbases to gather a uniquely granular view of develop an entire workforce in a 100% virtualthe customer and their value to the business; environment is rare. Throughout this session,The cloud’s impact on security; Staying flexible Alpine Access will discuss how companies canas regulations change; Parallel techniques for experience an improved speed to competencygathering more information than you thought and thereby delivering the highest performingpossible about your agents; How to keep tabs employees and the best quality customeron outsourcer performance in real time—and experience in a virtual environment based onget more “bang for your buck”. their 14 years of experience.
VIP Gala Monday, April 30th, 2012 8:30 PM – 11:00 PM The Westin Diplomat Resort and Spa A Celebration Unlike Any Other… An Evening NOT to be MissedSpend an evening of glitz and glamour at our VIP Gala! This will be a celebration to remember. Please join us on Monday evening for some great drinks, food, music, and socializing, all topped off with a champagne toast celebrating our exciting “world premiere” news from earlier that day! Cocktail Attire
TUESDAY, May 1STGroup D Sessions | 10:10AUnderstanding Proactive Chat: It response; Expand listening to the unsolicitedCan Turn Around Your Customer feedback channels; Connect social media intoRelationships and Increase Revenue already-integrated customer services systems; Implement social media to improve customerJim Iyoob experience. Ultimately, customers who complainSr. VP Global Development online can provide valuable insight into businessEtech Global Services operations, but it takes strategic planning and monitoring to keep your brand both authenticChat is quickly becoming a must-have for and positive online.companies of all types and sizes. In thissession, you’ll learn the ins and outs of ProactiveChat. You’ll learn what it is, how to use it Understanding the New “Digital”most effectively, and how it can transform Customer & Where your Business Fits Inyour business and your relationship withcustomers. We will use Healthcare Reform as an Glenn Paschexample of how change – and even regulatory PCG Digital Marketing COOchange - can drive opportunities across variouscommunication channels. We will explore The “digital” customer of today needs to behow Reform is already creating opportunities regarded differently. You need to understandfor contact centers and how imperative it is how they research and shop, but most of allfor organizations who wish to grow in the communicate their experience online. Contacthealthcare vertical to be ready for change. centers, vendors and associations need toBy reviewing a hybrid project management/ understand what is found about them online willprocess improvement technique called Quick now impact future sales. Learn about the Zero,Sigma that can enable rapid decision-making First and Second Moments of Truth in regardsand execution in the contact center, we will to these new shoppers and what you can do toevaluate organizational readiness through a create brand loyalists.very simple assessment exercise which audiencemembers can put to use the very next day in theirrespective workplaces. Getting Past No! How Aetna Leverages Speech Analytics to Identify andThe Regulatory State of the Teleservices Transform Negative Interactions IntoIndustry & ATA Regulatory Guide Updates PositiveMichele Shuster Sara EdwardsPartner Contact Center Delivery - Reporting, Analytics andMac Murray, Petersen & Shuster LLP Call Technology Innovations AetnaA panel of current Assistant Attorney Generalswill discuss the regulatory state of the Telling customers “no” results in frustratedteleservices industry by providing advice on callers and agents, longer calls, and decreasedenforcement practices and explaining the latest caller satisfaction. However, we can’t alwaysupdates to the ATA regulatory guide. say yes to a customer’s request. What is the solution that works for the caller, company and agents? Positive Language. Using speechEnhance Performance and Customer analytics technology, Aetna has identified the topSatisfaction with a Social Feedback call reasons in which representatives are tellingStrategy customers “no.” The focus of this scripting will be on how to handle these scenarios by tellingJennifer Kielmeyer the customer what can be done for them – notWeb and Emerging Technologies Strategic what can’t. More importantly, the broaderMarketing Manager impact will be an adjustment in the agents’Safelite AutoGlass behavior, providing a better experience for the caller and the agent.Safelite AutoGlass®, the nation’s leading providerof vehicle glass repair and replacement services,has developed a robust online engagementprogram. During this session, learn how to:Leverage social media to proactively identify newtopics of interest and anticipate the customer
ATA AnnualAwards LuncheonTuesday, May 1stNoon – 2:30pmAttend the ATA Awards Luncheon to paytribute to award winners in the followingcategories:• Best of Show• Technovation Award• Vendor Excellence• Golf and Tennis Tournament Winners• ATA Foundation Award• Chapter Membership• Making a Difference• Fulcrum AwardThe 2012 ATA Convention & Expo is exciting, bold and offers valuable educationand networking. Registration fees: Special Team discount: ATA Member $1395 Register two or more attendees and ATA Platinum Member $1195 receive $200 off of the standard ATA Chapter Board Member $1195 registration fee for the third and additional registrants. Does not ARDA Member $1895 apply to guest or new member fees. Non-Member $1895 ATA NEW Member Contact the ATA office for details 317.816.9336
TUESDAY, May 1STGroup E Sessions | 4:00pHealthcare Reform and Customer clients, while attracting new ones. AttendeesEngagement - Are You Ready? will go through actual case studies to better understand the elements behind engagement,Lynne Jacoby to assess, address and acquire clients. They willDirector of Compliance look at and focus on the voice of the customerOptumRx, a UnitedHealth Group Company to better understand the “back end” elements of what to look for while maintaining legalIn this session, we will use Healthcare Reform compliance and permissible marketing purpose.as an example of how change – and evenregulatory change - can drive opportunitiesacross various communication channels. Wewill explore how Reform is already creating If IVR’s Only Had a Brain – The Wizardryopportunities for contact centers and how of Artificial Intelligence is Now a Realityimperative it is for organizations who wish in Call Automation… Cast Studies withto grow in the healthcare vertical to be ready Metrics and Magical Resultsfor change. We will look at a hybrid project Norm Penskymanagement/process improvement technique Smart Action Companycalled Quick Sigma that can enable rapid VP of Strategic Salesdecision-making and execution in the contactcenter; and we will evaluate organizational This presentation will review Artificialreadiness through a very simple assessment Intelligence as more than just Siri andexercise which audience members can put Watson. We will provide a first-hand accountto use the very next day in their respective of examples of customers who transformedworkplaces. their outbound and inbound call efforts with new cost-saving and revenue-generatingUnderstanding Your Customers Choice: technology through PCI-certified intelligentSmart-ER Marketing call automation using Artificial Intelligence (AI). Attendees will learn: The “conversational”John Housley approach that Artificial Intelligence adds to theSenior Sales Engineer efficiency and success rate of an automatedPossibleNOW call; How to develop an outbound call strategyWith Multiple Consumer Touch Points and and determine the necessary tools needed tovarious devices capable of collecting consumer take advantage of today’s digital solutions;choices, Direct Marketers need to embrace How to develop an inbound call strategy andpreference management to preserve Brand how today’s digital solutions can improve aand Loyalty. This session will explore various company’s bottom line; Specific case studytrends and techniques related to better examples of how outbound and inbound callunderstanding your customers and their efforts have been improved through Artificialchoices for communication while maintaining Intelligence.legal compliance and permissible marketingpurpose. Mobile Applications and Your Contact CenterUsing Social Media to Manage Monica Tarr Strategic Products and ServicesCustomer Experience and Generate ROI Director Contact Center PracticeKeith Fiveson Steve KrumenakerCEO & Founder Solutions Consultant How do you incorporate customer serviceITESA SocialGoGo AVAYA access and processes into your customer-Social Media continues to get a lot of press and facing mobile strategy? In this session, we willcoverage, yet most companies still struggle cover case studies of mobile application useto make dollars and sense of it, as it applies and its impact on customers. Technologiesto customer relationship management and will be presented on ways in which youhow to generate profitability. In this session, can enhance the customer interaction andattendees will gain insights into how to experience with mobile applications leading toincorporate social media into their contact enhanced customer service and improved brandcenters, using the Content, Communication, management. You will walk away with ideas onConnection and Community (4C’s) as well as how to improve access for customers leading tohow to deal with the BYOD (Bring Your Own improved service and increased sales.Device) phenomenon. Using the 4C model,attendees will gain a better understanding ofhow to Seed, Feed, Weed and Grow new current
Call Centers CAREPhilanthropic EventWednesday, May 2nd8:30a – 1:00pBy collaborating with a local charitable organization, we’ll provide the opportunity toparticipate in a rewarding philanthropic event. Join other contact center professionals fora day of caring and camaraderie. We provide the food, transportation andCall Centers CARE t-shirts. You provide your time, compassion andhard work. Our annual CCC philanthropic event offers conventionparticipants the chance to give meaningful support to those in need.Please check the ATA convention website for more specific details onthe local organization who will be the beneficiary of our assistance.
8500 Keystone Crossing Ste. 480Indianapolis, IN 46240317-816-9336ataconnect.org/convention Early Sponsors and Exhibitors