As automation reshapes service delivery and customer needs become more complex, organisations are rethinking the role of the contact centre. No longer just a support function, it is increasingly viewed as a driver of customer experience and business performance.

In this session, Isobel Crosse shares how Santander is evolving its operating model while keeping people at the centre of transformation. The focus is on supporting teams through change, maintaining culture and embedding AI in a way that improves service quality and consistency.

• Evolving workflows to support AI-enabled service
• Enabling people-led transformation through change
• Supporting adoption of new technologies

Isobel Crosse

Head of Financial Care
Santander

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Many organisations generate large volumes of data but still struggle to use it effectively. Fragmentation across systems, teams and priorities often limits visibility, making it difficult to turn insight into action and slowing decision-making. Without clear ownership, customer experience initiatives can lose momentum and fail to deliver meaningful impact.

This session explores how organisations are bringing data and teams together to create a clearer customer view, strengthen accountability and ensure insight supports both operational and commercial performance.

• Improving visibility across the customer lifecycle
• Connecting data, teams and processes to support faster decisions
• Moving from reporting to measurable action and accountability

Rosie Franca

Head of Customer Experience, Midlands & East
Natwest

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Investment in AI, data and transformation continues to grow, yet many initiatives still fail to deliver consistent, measurable value. In practice, the breakdown often happens when ideas meet reality, where reactive operating models, disconnected data and poor integration limit impact.

Drawing on real-world experience from Travelodge, this session explores what goes wrong when organisations introduce new technology without changing how they operate. It will examine the risks of ineffective data use, automation without clear outcomes and failing to embed change into day-to-day workflows.

• Why reactive service reduce AI impact
• Where data strategies fail to drive improvement
• What breaks down when change isn't embedded operationally

Paul Gernon

Head of Customer Service
Travelodge

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Organisations are moving away from reactive service models toward more proactive and preventative approaches. The ability to anticipate issues, resolve them before they impact the customer and design operations that reduce failure demand is becoming a key differentiator. This session explores how leaders are embedding proactivity into how their organisations operate, moving CX upstream and aligning teams, data and processes to prevent issues at scale

• Moving from reactive resolution to prevention-led operating models
• Using data and insight to identify and reduce failure demand
• Aligning teams and processes to enable proactive intervention at scale

As organisations capture more customer data than ever, many still struggle to translate insight into tangible action. This session explores how to move beyond measurement to activate voice of the customer insight in a way that drives real operational and experience improvement. By embedding insight into decision-making and aligning teams around shared outcomes, organisations can close the gap between feedback and change.

• Turning customer feedback into clear, prioritised actions
• Embedding insight into day-to-day decision-making across teams
• Connecting VoC data to operational and customer experience outcomes

• Embedding customer feedback into daily operations and performance management
• Creating accountability and visible leadership ownership across teams
• Using customer insight to drive continuous improvement, trust and business outcomes

Ryan Hilton

Customer Director
Nottingham Building Society

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As service models evolve and complexity increases, organisations are rethinking how partnerships support more adaptive, insightled and outcome-focused customer strategies. This session explores how BPO's are being repositioned as a lever for transformation, enabling organisations to better manage change, scale effectively and deliver stronger customer outcomes.

• Shifting from cost-driven models to value-led CX partnerships
• Aligning operations to evolving customer and business outcomes
• Embedding flexibility to manage demand, complexity and change
• Integrating AI and technology to enhance efficiency and experience
• Using shared insight to drive continuous optimisation and innovation

Offering multiple channels is no longer the challenge, making them work together across complex ecosystems is. For the Premier League, this means managing fan interactions across a global audience while connecting seamlessly with 20 independent clubs, each with different systems and priorities.

Explore how journeys are being improved in practice, focusing on how fans are routed, supported and converted across channels, while using insight and feedback to continuously refine the experience.

• Improving handoffs across central teams and club environments
• Using fan insight to identify and resolve journey breakdowns
• Connecting systems, data and processes to improve experience and conversion

Tommy Guthrie

Head of Fan Engagement
The Premier League

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Service environments have become more complex and customer journeys now span multiple touchpoints, leading many organisations to reassess whether their technology can support the integration, visibility and agility required.

This session explores how CCaaS solutions are enabling more connected, responsive and insight-driven service delivery across customer operations.

• Unifying channels, data and workflows to support seamless journeys
• Gaining real-time visibility to better manage demand, performance and operational agility
• Embedding AI, automation and insight to improve efficiency and continuously optimise outcomes