WELCOME TO THE CCW UK SUMMIT
11-13 May 2026
| Novotel London West, UK
Tuesday 12th May 2026 - Summit Day 1
8:00 am - 9:00 am
REGISTRATION & NETWORKING BREAKFAST
9:00 am - 9:05 am
CHAIRPERSON’S OPENING REMARKS
9:05 am - 9:25 am
STAR SPEAKER PRESENTATION: Rory Sutherland, Vice Chairman, Ogilvy
This session explores how behavioural science can be applied to customer experience by understanding how people actually think, feel and make decisions. Rory Sutherland challenges rational, process-led CX thinking and shows how psychology, creativity and behavioural insight can be used to design journeys that influence behaviour and improve outcomes.
Using real-world examples, the session examines how small changes in framing, language and interaction design can deliver outsized impact across engagement, trust and loyalty, offering practical inspiration for designing experiences that work emotionally as well as functionally.
9:25 am - 9:50 am
PANEL DISCUSSION: NAVIGATING AI REGULATION: BUILDING TRUST AND VALUE WITH RESPONSIBLE AI
Suzanne Ellison -
Product Director,
Lloyds Banking Group
AI is reshaping customer experience, service design and operational strategy, but organisations must balance innovation with trust, transparency and growing regulatory expectations. With the EU AI Act setting a new benchmark for governance, leaders are asking how to deploy generative and agentic AI in a way that is safe, compliant and commercially meaningful.
This panel brings together experts who are setting the standards for responsible AI in major UK institutions.
• Embed responsible AI across an organisation in practical and sustainable ways
• Navigate regulatory expectations while supporting innovation
• Ensure fairness, auditability and customer trust in GenAI and agentic AI
• Align ethics, risk and strategy with meaningful business outcomes
9:50 am - 10:15 am
PRESENTATION: AGENTIC AI IN THE REAL WORLD. ENABLING VALUE ACROSS THE CUSTOMER JOURNEY
Agentic AI is supporting customers across their entire lifecycle, from early buying decisions to loyal advocacy post purchase. This session features a leading brand sharing how AI is shaping both experience and growth in the moments that matter most.
• Guide customers during awareness and purchase with real time support
• Streamline transactions and resolutions by automating end to end tasks
• Strengthen loyalty and retention through proactive assistance
• Empower operational teams with insights that drive continuous improvement
Gain a practical view of the impact agentic AI is already having today, and what is needed to unlock its full value across the journey.
Sponsored by: NiCE Cognigy
10:15 am - 10:50 am
REFRESHMENTS & NETWORKING
TRACK A: BRAND EXPERIENCE & MARKETING
10:50 am - 11:40 am PANEL DISCUSSION: PEOPLE, PRODUCT, PROCESS: REFRAMING SUPPORT AS A GROWTH ENGINE Anna Gradil - Director Seller Growth & CX, DepopDavid Enwright - Marketing Director, Post Office Ltd.
As customer journeys become more fluid, the real differentiator is not the strength of individual channels but the ability of teams to operate as one. This session explores how people, culture, product and operations come together to build seamless, human-centred journeys and how brand awareness can be a growth driver
- Enable cross-functional decision-making through human-centred cultures and shared outcomes
- Create a unified, organisation-wide view of the customer that aligns marketing, digital, product and service
- Reframe support and operations as strategic drivers of trust, loyalty and conversion
- Connect people, product and process design to remove friction and strengthen journey continuity
TRACK A: BRAND EXPERIENCE & MARKETING
11:45 am - 12:10 pm PRESENTATION: UNIFYING VOICE AND BRAND TO MAXIMISE TRUST AND REVENUE Tony Mulheron - Strategic Sales Executive, HiyaEmily Odoi - Senior Manager, UK Voice & Messaging Products, BT
James Harwood - Fraud Strategy and Policy Product Owner, VirginMediaO2
Jack Bulpin - Product Manager, Vodafone UK
- Explore how to re-establish voice as a trusted channel
- Unlock the contact centre as a revenue-driving function by transforming calls into trusted, high-value customer interactions
- Improve marketing efficiency, ROI and drive higher conversion
Sponsored by: Hiya
TRACK B: DIGITAL DESIGN & EXPERIENCE
10:50 am - 11:40 am PANEL DISCUSSION: PURPOSE MEETS PRODUCT: HUMAN-CENTRED CUSTOMER EXPERIENCE ACROSS DIFFERENT INDUSTRIES Charlton Clarke - Customer Experience Director, Les MillsClaudia Nicholls-Magielsen - Executive Director of Marketing, Fundraising and Engagement, Cancer Research UK
Stephanie Gordon - Head of Global CX, Wayfair
Asif Aziz - Director of Retail, EE
In a world where customers can choose almost any product or service with a click, trust and emotional connection are more important than ever. This session explores how organisations that lead with purpose and authenticity can turn transactions into relationships, creating loyalty that lasts beyond a single purchase. Explore how human-centred approaches, storytelling, and values-driven strategies can inspire both teams and customers, making purpose a tangible driver of business success.
• Explore the contrast between purpose-driven and transactional business models in shaping customer experience
• Identify shared challenges and strategies for building loyalty and lifetime value across industries
• Inspire teams and customers through human-centred, experiential approaches that drive engagement and build lasting relationships
• Strengthen trust by aligning brand values with everyday customer interactions across all touchpoints
Claudia Nicholls-Magielsen
Executive Director of Marketing, Fundraising and EngagementCancer Research UK
TRACK B: DIGITAL DESIGN & EXPERIENCE
11:45 am - 12:10 pm PRESENTATION: THE AGENT READINESS GAP: WHY CX TRANSFORMATION FAILS AT THE FRONTLINE Arijeet Das Diengdoh - Territory Sales Leader, EMEA, WhatfixCX leaders are investing heavily in AI, automation, and journey design. Yet customer outcomes still fall short. The missing link is agent readiness. This session explores why frontline performance remains inconsistent at scale, and how leading organisations are rethinking agent training to improve CSAT, reduce ramp time, and deliver more consistent customer experiences.
- Why CX transformation fails at the frontline, and how agent performance directly impacts CSAT, AHT, and FCR
- What's broken in traditional training today, from shadowing to roleplay, and why it fails to prepare agents for real-world complexity
- How leading teams are closing the readiness gap at scale with practice-led approaches that improve consistency, confidence, and customer outcomes
Sponsored by: Whatfix
TRACK C: SERVICE & OPERATIONS EXCELLENCE
10:50 am - 11:40 am PANEL DISCUSSION: BALANCING EMPATHY & AUTOMATION: SUPPORTING VULNERABLE CUSTOMERS AT SCALE Ziba Goddard - CEO, Cowry ConsultingJames Hewitson - Managing Director Head of Customer Support, HSBC
Sarah Durber - VP of Customer Success, PensionBee
As more interactions go digital, organisations face a new challenge: ensuring vulnerable customers feel seen, supported, and protected. Learn how HSBC blends predictive analytics and automation with a deeply human approach to care
• Identify and support vulnerable customers using AI-driven insight
• Empower colleagues with automation while maintaining emotional connection
• Embed empathy and regulatory fairness across large-scale hybrid support teams
TRACK C: SERVICE & OPERATIONS EXCELLENCE
11:45 am - 12:10 pm PRESENTATION: AI AGENTS IN THE CONTACT CENTRE: TURNING EVERY CONVERSATION INTO VALUE Alan Ranger - VP of International Marketing, CrestaAI agents are reshaping how leading brands serve and sell to customers, taking on high-volume journeys while working in lockstep with human agents. Learn how global enterprises are using contact-centre-grade AI agents to automate more conversations, deliver human-like experiences across voice and chat, and turn every interaction into business value.
Attendees will learn how global brands are using AI agents to:
• Serve as the intelligent front door for the contact centre, guiding customers through common intents and journeys with natural, real-time support.
• Automate end-to-end tasks and transactions with seamless escalation to human agents when needed.
• Boost loyalty and retention through faster resolutions, proactive outreach, and experiences tuned to each brand's voice and customer base.
• Continuously improve journeys by analysing both AI-handled and human-handled conversations, feeding insights back into AI agent design, coaching, and operations
Sponsored by: Cresta
12:10 pm - 1:10 pm
NETWORKING LUNCH
1:10 pm - 1:35 pm
FIRESIDE CHAT: BRIDGING EMOTIONAL & FUNCTIONAL EXPERIENCES – DESIGNING BRAND MOMENTS THAT TRULY CONNECT
Tim Hulbert -
Global Head of Insight, Planning and Brand Strategy,
Standard Chartered
Customers expect seamless functionality but remember the moments that feel human, personal and emotionally meaningful. This fireside chat explores how to blend storytelling, usability and service design to create experiences that work flawlessly while building trust and emotional resonance.
• Combining brand narrative, behavioural insight and functional design to create credible, meaningful moments in high-trust environments
• Designing for key “moments of truth” that shape customer memory, loyalty and emotional connection
• Building a 3D brand experience that balances cultural nuance, usability and stakeholder needs across clients, colleagues and regulators
1:40 pm - 2:05 pm
PRESENTATION: KNOW IT, CAN'T DO IT: BUILD OPERATING MODELS THAT ACTUALLY DELIVER SOCIAL CX
Jen Brown -
Director, Marketing Consultancy,
Engaging Interactions
Katy Howell - Chief Executive Officer, immediate future
Katy Howell - Chief Executive Officer, immediate future
We all know social media isn't just a marketing channel anymore. The challenge is operating like it. Marketing makes the promise. Customer care keeps it. Social is where that promise gets judged publicly, at speed.
Responsiveness, transparency, and kindness aren't soft values, they're commercial imperatives.
Every customer conversation is proof of your brand promise or a warning label. As conversations move to dark social (private messages, closed groups, WhatsApp), saying "take this to DM" means you've already lost.
This masterclass reveals how unified operating models, shared dashboards, and real-time insight transform social response into measurable commercial
advantage, reduce churn, and drive growth.
1:10 pm - 1:35 pm
PRESENTATION: USING CUSTOMER DATA AND AI TO DRIVE MEANINGFUL PERSONALISATION
Michail Vamvakaris -
Head of Data Science and MLOps,
William Hill
As customer expectations rise, organisations must move beyond static dashboards and surface-level insight to understand what customers truly need in the moment. This masterclass explores how customer data,
behavioural signals and AI-enabled analysis can be used to create more relevant, timely and personalised experiences across the end-to-end journey.
- Analyse behavioural, operational and experience data to identify the signals that matter most for personalisation
- Use AI to interpret customer insight at scale and translate data into practical, experience-led decisions
- Design personalised journeys that respond to real customer context rather than assumptions
1:40 pm - 2:05 pm
PRESENTATION: REIMAGINING THE CUSTOMER JOURNEY: BUILDING TRUST WITH AGENTIC VIDEO INTELLIGENCE
Kapil Singhal -
Co-Founder & CEO,
Vyntelligence
With the normalisation of AI, today's consumers expect radical convenience. Yet, when physical issues like broken appliances, faulty networks or complex connections arise, our digital journeys often collapse into frustrating analog processes. We must reimagine how we capture a customer's reality and deliver a right first time experience for resolutions. We'll explore how empowering customers and field teams to effortlessly "show and tell" redefines the service experience.
• Radical Convenience: Why asynchronous, guided video is the most natural, frictionless way for customers to report complex issues.
• Total Visibility: How video intelligence transforms rich captured data into simplified workflows, showing customers exactly how and when work happens while arming field teams with the information to complete work right first time.
• Collaborative Trust: Embed AI solutions that deliver real impact across the value chain - building customer trust as work is completed and issues are resolved with speed and at scale.
Sponsored by: Vyntelligence
2:10 pm - 2:35 pm
FIRESIDE CHAT: HOW RICOH TURNED WORKFLOW ORCHESTRATION INTO INTELLIGENT CUSTOMER EXPERIENCE
Lisa Topliss -
Director Strategy and Operations,
Ricoh Europe
Matt Eckersall - Senior Director, CRM Sales, ServiceNow
Matt Eckersall - Senior Director, CRM Sales, ServiceNow
Ricoh Europe's Director of Portfolio Strategy shares how a complex, acquisition-driven organisation of 50+ EMEA operating companies transformed from reactive
service delivery to an intelligent experience provider using ServiceNow as its orchestration layer. Learn why layering AI onto broken workflows scales inefficiency, how defining outcomes before implementation prevents costly missteps, and why simplifying processes before adopting AI is the fastest path to competitive advantage and measurable customer value.
Learning Objectives
• Understand why workflow orchestration must precede AI deployment to avoid scaling existing inefficiencies across the enterprise.
• Apply an outcome-first approach to platform transformation — defining what you want to improve before selecting what to implement.
• Recognise how unifying employees, customers, and service users into a single connected experience ecosystem drives a consistent service promise.
Key Takeaways
• Know: Attendees will understand that AI without workflow simplification accelerates fragmentation, not value — and that fewer than 23% of digital workers are fully satisfied with workplace technology despite record investment.
• Do: Attendees will be able to evaluate their own organisation's orchestration gaps and prioritise simplification, ratification, and unification before scaling AI initiatives.
• Change: Attendees will shift their mindset from treating experience as environmental or cosmetic to recognising it as an operational outcome — delivered through platform-led execution, not tool accumulation.
Service Now
Sponsored by: ServiceNow
1:10 pm - 1:35 pm
PRESENTATION: MODERNISING A PREMIUM CUSTOMER CONTACT: VIRGIN ATLANTIC'S AI AND AUTOMATION JOURNEY
Louise Phillips -
Vice President - Customer Centres,
Virgin Atlantic Airways
For premium brands, technology must enhance service without losing its human touch. Virgin Atlantic's journey shows how AI and automation are being used today to strengthen service foundations while improving operational performance. This session shares a practical, honest view of how customer contact is being modernised, what is working, and what the team is still learning as the journey continues.
• Using AI and automation to improve access and meet customers in their preferred channels
• Reducing legacy complexity through an evolving automation roadmap that improves routing and better supports agents
• Balancing customer value, commercial performance, and responsible automation in high‑emotion travel journeys
1:40 pm - 2:05 pm
PRESENTATION: FIXING THE BROKEN JOURNEY: WHAT'S REALLY HOLDING BACK ENTERPRISE CX
Rodrigo De Cossio -
AVP Sales Western Europe,
Parloa
Customer experience is at an inflection point. While automation is everywhere, true autonomy remains rare. In this session, Rodrigo De Cossio (AVP Sales Western Europe at Parloa) shares practical insights from
Parloa's flagship research based on thousands of real interactions across more than 800 Global 2000 companies. The findings highlight a clear opportunity to better align how CX systems are designed with how
customers actually experience them.
We'll explore how leading organizations are rethinking CX architecture and where AI can drive real impact.
You'll walk away from this session with a clear understanding of how to close the gap between expectation and experience, what "agentic readiness" means in practice, and the key capabilities needed to move toward truly intelligent, outcome-driven service.
Sponsored by: Parloa
2:10 pm - 2:35 pm
PRESENTATION: FROM CONCEPT TO CUSTOMER: HOW ONE COMPANY BUILT AN AI AGENT THAT ACTUALLY WORKS
Jak Katterfield -
Director of Product Marketing,
PolyAI
Most AI deployments stall between pilot and production -- not because the technology fails, but because the path from idea to real-world execution is harder than expected. This session offers an unfiltered look at what it actually takes to scope, launch, and scale an AI agent, with honest lessons learned and practical guidance for any organization at any stage of the journey.
• Learn how to defi ne a true starting point and scope an AI initiative in a way that sets your team up for success from day one.
• Understand where real-world complexity diverges from the original plan and how to course correct without losing momentum or stakeholder trust.
• Walk away with a repeatable framework for measuring outcomes, capturing lessons learned, and building a credible expansion strategy.
2:40 pm - 3:25 pm
MASTERCLASS A: FINDING THE REAL INSIGHT – TURNING SHOPPER BEHAVIOUR INTO CATEGORY GROWTH
Eve Kolesova -
Head of Marketing and Category Management,
Henkel
Brands have more data than ever, yet often struggle to uncover the motivations and behaviours that truly drive category performance. In this session explore how to move beyond surface-level numbers to understand why customers act the way they do, and how those deeper insights inspire innovation, activation and real commercial growth.
• Blending market data, retail media signals and shopper research to uncover the real drivers behind customer decisions
• Learning from case studies where behaviour-led insight reshaped category strategy and delivered surprising commercial results
• Strengthening decision-making by aligning shopper, category, brand and CX teams around a shared, insight-led approach
2:40 pm - 3:25 pm
MASTERCLASS B: FROM PROOF-OF-CONCEPT TO PRODUCTION: WHAT REALLY HAPPENS IN DEPLOYMENT
Dawn Kaczur -
Head of Customer Servicing Transformation,
Experian
Moving from proof-of-concept to live deployment is where many initiatives succeed, stall, or fundamentally change shape. This session explores what happens beyond the test environment and how organisations navigate the practical realities of turning early promise into operational impact.
- What the proof-of-concept proved and the critical gaps uncovered when exposed to real data, systems, and teams at Experian
- The operational, governance, and stakeholder challenges that shaped how the solution was ultimately delivered
- Practical lessons for organisations looking to translate successful POCs into sustainable production outcomes
2:40 pm - 3:25 pm
MASTERCLASS C: FROM TRANSFORMATION TO TRUE EXPERIENCE: THE NEXT PHASE OF CONTACT CENTRE EVOLUTION
Paul Cuglietta -
Customer Services Director,
Simplyhealth
Many organisations have modernised their contact centres with new technology, channels, and AI. But the real question remains: has the customer experience actually improved?
• Explore how to shift from internal digital transformation to customer-visible impact
• Learn how aligning technical and contact centre teams can create effortless, end-to-end customer experiences
• Understand how using data to analyse customer sentiment can influence change for improved customer experience
3:25 pm - 3:50 pm
3:50 pm - 4:05 pm
PRESENTATION: CUSTOMER-CENTRIC PRODUCT STRATEGY AND TURNING INSIGHT INTO IMPACT
Alexandra Lund -
Director of Trade Marketing,
Asahi
Martin Baxter - Lead Digital Marketing Manager, Asahi
Product, brand and shopper behaviour now intersect more tightly than ever. Winning in this environment requires decisions grounded in real customer insight. Explore how Asahi
transforms behavioural data into product strategy, activation planning and commercial impact across both digital and physical touchpoints.
y Using behavioural and shopper insight to validate ideas, reduce risk and prioritise investment
y Aligning trade, sales, marketing and loyalty teams around a single view of the customer
y Building customer-led activations that strengthen brand connection and deliver measurable commercial performance
4:05 pm - 4:30 pm
PRESENTATION: BUILDING THE AGENTIC ENTERPRISE: AI, THE SAASPOCALYPSE, AND CX'S NEXT FRONTIER
Shawn Wen -
CTO,
PolyAI
Enterprises are shifting from software that supports work to agentic systems that do the work. This "agentic enterprise" is transforming CX, as AI agents understand context, take
action, and unify intelligence across interactions. As AI assumes real tasks, legacy tools built for human workflows will break down, driving a SaaSpocalypse that will reshape
operations and elevate customer conversations. The key challenge: maintaining customer trust. Shawn Wen, CTO of PolyAI, shares real-world case studies on building and scaling
trusted AI-driven CX.
y AI is shifting from supporting work to executing it, redefining how CX is delivered across the enterprise
y Legacy SaaS is breaking down, driving a "SaaSpocalypse" and elevating the importance of customer conversations
y Success depends on maintaining customer trust while scaling high-quality, AI-driven support
Sponsored by: Poly AI
4:30 pm - 4:55 pm
FIRESIDE CHAT: REIGNITING HUMANITY IN CUSTOMER EXPERIENCE: BALANCING PEOPLE AND PERFORMANCE
Natalie Beckerman -
EVP, Chief Business Officer,
iQOr
Natalie Beckerman explores the modern tension between operational efficiency and human-centered service. Natalie examines how organisations risk eroding customer trust and
employee engagement when processes and obsessive performance take precedence over people. This bold, high impactful session challenges leaders to confront the hidden cost
of efficiency-first thinking. Attendees will gain strategies to restore humanity, strengthen team culture, and deliver exceptional experiences without sacrificing performance in order
to show they really care.
y Learn actionable ways to humanise customer and employee interactions
y Provide a lens to identify where efficiency is silently damaging trust and performance
y Understand practical strategies to embed care into systems, culture, and decision-making
y A roadmap to use AI and automation to enhance—not replace—human connection
y Provide you with the confidence to take immediate ownership of broken experiences and fix them.
4:55 pm - 5:30 pm
PANEL DISCUSSION: THE HUMAN-TECH EQUATION: BUILDING FUTURE-READY CUSTOMER-CENTRIC ORGANISATIONS
Nick King -
Market Research Director,
Auto Trader
Helen Cutmore - Global Marketing Strategy and Operations Project Lead, Barcardi
Discover how organisations across industries are combining human insight and technology to deliver exceptional customer experiences at scale. This panel explores strategies to align people, processes, and systems for adaptable, efficient, and human-centred operations.
• Reimagine customer operations by blending human intuition with intelligent automation to deliver consistent and empathetic experiences
• Align culture, capability, and leadership to thrive in a digital and automated world
• Design resilient systems that are flexible and data-driven, evolving continuously with customer expectations
5:30 pm - 5:55 pm
MAKING PEOPLE FEEL SOMETHING AGAIN: DESIGNING BRAND EXPERIENCES THAT CUT THROUGH INDIFFERENCE
Florence Howell -
Marketing Director,
The Magnum Ice Cream Company
Felipe Vianna - Data & Digital Lead, The Magnum Ice Cream Company
Most consumers are no longer actively loyal or hostile toward brands, they’re indifferent. And indifference is far harder to overcome than dislike. Drawing on insight from real-world
brand experience at The Magnum Ice Cream Company, this session explores how brands move people from passive awareness to emotional connection.
Florence and Felipe will unpack how distinctiveness, cultural relevance and sensory experience play a critical role in earning attention, building desire and creating long-term brand affinity.
This session challenges leaders to rethink how brand, experience and culture come together to make people feel something again, not just notice, but care.
5:55 pm - 6:00 pm
CHAIRPERSON’S CLOSING REMARKS
6:00 pm - 7:00 pm
DRINKS RECEPTION
Unwind after a day of sessions with drinks and networking. Connect with speakers, peers and partners in a vibrant atmosphere designed to continue the conversations that matter.
