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
9:00 am - 9:30 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 - 10:00 am
PANEL DISCUSSION: NAVIGATING AI REGULATION: BUILDING TRUST AND VALUE WITH RESPONSIBLE AI
Paul Dongha -
Head of Responsible AI & AI Strategy,
NatWest 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
10:00 am - 10:25 am
PRESENTATION: AGENTIC AI IN THE REAL WORLD. ENABLING VALUE ACROSS THE CUSTOMER JOURNEY
Alan Ranger -
Vice President of Marketing,
Cognigy
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: Cognigy
TRACK A: BRAND EXPERIENCE & MARKETING
11:00 am - 11:50 am PANEL DISCUSSION: PEOPLE, PRODUCT, PROCESS: REFRAMING SUPPORT AS A GROWTH ENGINE Pardeep Duggal - Marketing Director, BupaDavid Enwright - Marketing Director, Post Office Ltd.
Anna Gradil - Director Seller Growth & CX, Depop
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
11:55 am - 12:20 pm PRESENTATION: AI FOR MARKETING: ACCELERATING RELEVANCE, CREATIVITY AND COMMERCIAL PERFOMANCEAs marketers push to deliver more personalised and impactful campaigns across fragmented channels, AI has become essential for speed, scale and precision. This session explores how organisations use generative and predictive AI to transform workflows, optimise campaigns in real time and create more relevant, emotionally intelligent brand experiences.
• Accelerate creative and campaign development through automated content creation, testing and optimisation
• Use predictive and generative AI to deliver personalised journeys that lift engagement and conversion
• Unite data, insight and creative workflows into one intelligent ecosystem that strengthens marketing performance
TRACK A: BRAND EXPERIENCE & MARKETING
12:25 pm - 12:50 pm FIRESIDE CHAT: BRIDGING EMOTIONAL & FUNCTIONAL EXPERIENCES – DESIGNING BRAND MOMENTS THAT TRULY CONNECT Tim Hulbert - Global Head of Insight, Planning and Brand Strategy, Standard CharteredCustomers 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
TRACK B: DIGITAL DESIGN & EXPERIENCE
11:00 am - 11:50 am PANEL DISCUSSION: PURPOSE MEETS PRODUCT: HUMAN-CENTRED CUSTOMER EXPERIENCE ACROSS DIFFERENT INDUSTRIES Lottie Hippisley - Brand Marketing Manager, Print & Partnerships, Ocado Retail Ltd.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
TRACK B: DIGITAL DESIGN & EXPERIENCE
11:55 am - 12:20 pm PRESENTATION: TURNING SIGNALS INTO STRATEGY: USING DATA, JOURNEYS AND INSIGHT TO PROVE CX VALUEWith budgets under pressure, CX teams must demonstrate clear links between experience improvements and measurable commercial outcomes.
• Examine how unified engagement platforms transform journey and VOC data into actionable insight that highlights where value is gained or lost
• Learn how to activate real time personalisation across messaging and digital channels to strengthen customer loyalty and intent
• Identify methods for connecting CX performance indicators to business results to guide smarter prioritisation and investment decisions
TRACK B: DIGITAL DESIGN & EXPERIENCE
12:25 pm - 12:50 pm PRESENTATION: DRIVING 99 % DIGITAL ADOPTION WITHOUT LOSING THE HUMAN TOUCH Francesca Rea - Director of Customer Operations, NewDayPractical strategies to achieve high levels of digital self-service while maintaining strong customer trust and experience. This is important because digital adoption only succeeds when customers feel guided, empowered, and genuinely cared for at every step.
• Build customer confidence in digital journeys through intuitive design and proactive support
• Supercharge adoption with effective knowledge management and dedicated digital coordinators
• Balance automation with clear, compassionate escalation paths for complex or sensitive needs
Francesca Rea, Director of Customer Operations, NewDay
TRACK C: SERVICE & OPERATIONS EXCELLENCE
11:00 am - 11:25 am PRESENTATION: FROM INSIGHT TO GROWTH: OPERATIONALISING CX TO BREAK DOWN SILOS & DRIVE BUSINESS IMPACT Abdul Khaled - Head of Digital, Customer Experience and Digital Products, Eon NextMany organisations struggle to turn CX insight into action. Silos hinder strategy scaling. Explore how to unite teams, create commercial value from insight, and embed CX into growth.
• Create a single end-to-end journey view that aligns every function, exposes friction, and builds shared accountability
• Translate insight into action by applying practical frameworks that secure stakeholder buy-in
• Prove CX value by linking improvements to commercial drivers such as retention and lower service costs
TRACK C: SERVICE & OPERATIONS EXCELLENCE
11:25 am - 11:50 am PRESENTATION: BALANCING EMPATHY & AUTOMATION: SUPPORTING VULNERABLE CUSTOMERS AT SCALE James Hewitson - Managing Director Head of Customer Support, HSBCAs 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
11:55 am - 12:20 pm PRESENTATION: SCALING SERVICE WITHOUT COMPROMISE: HUMAN EXPERTISE AND AI ENABLED DELIVERYOrganisations increasingly rely on CX partners who can combine skilled human support with advanced technology to deliver consistent, flexible, and high quality service globally.
• Explore how modern BPOs use automation, AI insight, and multilingual capability to elevate frontline performance and operational reliability
• Learn how AI assisted agents and rapid channel deployment models enable partners to scale service while maintaining empathy and quality
• Identify lessons from large scale CX operations on balancing efficiency with human connection during periods of transformation
TRACK C: SERVICE & OPERATIONS EXCELLENCE
12:25 pm - 12:50 pm PRESENTATION: MODERNISING A PREMIUM CUSTOMER CONTACT: VIRGIN ATLANTIC’S AI AND AUTOMATION JOURNEYFor premium brands, technology must enhance the experience, not replace it. Virgin Atlantic’s journey shows how AI can strengthen emotional connection while improving operational performance. This session reveals how service was modernised without losing the signature Virgin touch.
• Use AI to elevate service and meet customers in their preferred channels
• Overcome legacy complexity with an automation roadmap that improves routing and supports agents
• Balance customer value, commercial performance, and responsible automation in high-emotion travel journeys
12:50 pm - 1:50 pm
NETWORKING LUNCH
MASTERCLASSES
1:50 pm - 2:35 pm
MASTERCLASS A: SCALING RELEVANCE: REAL-TIME PERSONALISATION THAT ADAPTS TO EVERY CUSTOMER MOMENT
Customers now expect brands to recognise their needs instantly and tailor journeys across every touchpoint. This session explores how teams use personalisation engines to deliver dynamic, AI-powered experiences that adjust in real time to behaviour, context and intent, strengthening engagement and improving conversion.
• Activate real-time personalisation across channels using behavioural, contextual and predictive signals
• Run rapid experimentation and optimise journeys continuously to improve relevance and performance
• Create adaptive content and recommendations that scale effortlessly across marketing, digital and product environments
1:50 pm - 2:35 pm
MASTERCLASS B: INTELLIGENT DISCOVERY: USING AI-POWERED SEARCH TO REDUCE FRICTION AND IMPROVE JOURNEY PERFORMANCE
Customers expect to find answers, products and content instantly, yet many digital journeys still break at the point of discovery. This session explores how cognitive search platforms use AI to understand intent, personalise results and surface the most relevant information, reducing friction and strengthening both self-service and conversion.
• Use AI-driven intent recognition to improve product discovery, content search and customer support experiences
• Personalise results by combining behavioural signals with unified customer insight
• Reduce friction, call volume and drop-off by delivering faster, more accurate and more intuitive search experiences across channels.
1:50 pm - 2:35 pm
MASTERCLASS C: REBUILDING THE MODERN CONTACT CENTRE: A BLUEPRINT FOR SCALABLE, AI READY CX
As customer expectations continue to rise, organisations need cloud-based platforms that can adapt quickly, integrate AI effectively, and support consistent service at scale.
• Illustrate how an integrated cloud contact centre can increase efficiency, reduce fragmentation, and support more proactive, value-adding customer engagement
• Learn how embedded AI improves routing, reduces wait times, and boosts both customer satisfaction and operational productivity
• Identify key considerations when modernising legacy estates, including migration planning, workforce optimisation, and cross channel visibility
Dive into small-group discussions on the topics that matter most to you. With 12 sessions to choose from, each table will focus on a unique theme, guided by an experienced moderator. This is your chance to ask questions, share your experiences, and collaborate with peers who share your interests and challenges. Whether you're seeking fresh ideas or offering your own insights, these sessions promise dynamic conversations and actionable takeaways.
2:35 pm - 2:55 pm
REFRESHMENTS & NETWORKING
2:55 pm - 3:45 pm
MASTERCLASS A : CUSTOMER-CENTRIC PRODUCT STRATEGY AND TURNING INSIGHT INTO IMPACT
Alexandra Lund -
Director of Trade Marketing,
Asahi
Product, brand and shopper behaviour now intersect more tightly than ever. Winning in this environment requires decisions grounded in real customer insight. In this session, Alexandra Lund shares how Asahi transforms behavioural data into product strategy, activation planning and commercial impact across both digital and physical touchpoints.
• Using behavioural and shopper insight to validate ideas, reduce risk and prioritise investment
• Aligning trade, sales, marketing and loyalty teams around a single view of the customer
• Building customer-led activations that strengthen brand connection and deliver measurable commercial performance
2:55 pm - 3:45 pm
MASTERCLASS D: 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
2:55 pm - 3:45 pm
MASTERCLASS B MOVING BEYOND STATIC ANALYTICS – USING AI TO UNDERSTAND REAL CUSTOMER SIGNALS
As AI reshapes how customers search, evaluate and make decisions, organisations must evolve beyond static analysis and fragmented data/insight. Explore how predictive models, generative tools and adaptive intelligence can create a more accurate, dynamic and actionable understanding of customer behaviour.
- Understanding how AI is transforming customer discovery and the risk of relaying on outdated systems
- Use AI to enhance measurement and interpretation while preserving the value of human judgement and context
- Build flexible, team specific intelligence that delivers reliable, relevant customer signals rather than depending on a single analytical view
2:55 pm - 3:45 pm
MASTERCLASS E: BEHAVIOURAL INSIGHT AS THE MISSING LINK IN CUSTOMER EXPERIENCE
Sakina Mirza -
Commercial Strategy Analytics,
British Airways
Most organisations rely on demographic profiling, yet the behaviours, motivations and contexts that drive real customer decisions often tell a completely different story. In this session, Sanika Mirza explores how behavioural science can transform segmentation, journey design and cross-functional decision-making to create experiences that reflect what customers actually need and do.
• Shifting from surface-level profiles to deeper behavioural insight to detect friction, personalise intelligently and design better journeys
• Using behavioural science, motivation mapping and real-world context to align marketing, product and service around customer needs
• Building a unified, insight-led experience strategy that improves customer outcomes and strengthens organisational decision-making
2:55 pm - 3:45 pm
MASTERCLASS C: ONE SOURCE OF TRUTH: CREATING THE FUTURE OF MULTIMODAL EXPERIENCE
Jo Foxall -
Customer Experience Director,
Transport for Wales
Transport for Wales has been tasked by Welsh Government with a once in a generation transformation, bringing together fragmented systems, channels and service modes into one seamless, multimodal platform. Creating a single source of truth for customers and colleagues is essential to improving accessibility, operational efficiency and trust. As AI increasingly shapes digital experiences, TfW is ensuring that technology empowers people, keeping human in the loop at the core of future mobility.
• Unify data, channels and transport services to achieve a single customer view across a diverse network
• Overcome organisational and cultural challenges that come with multimodal transformation at national scale
• Embed responsible AI that augments customer support while maintaining empathy and human oversight
2:55 pm - 3:45 pm
MASTERCLASS F: FROM TRANSFORMATION TO TRUE EXPERIENCE: THE NEXT PHASE OF CONTACT CENTRE EVOLUTION
Jon Wells -
Director Customer Contact,
Carnival UK (P&O Cruises & Cunard)
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 transformation to customer-visible impact
• Learn how aligning digital and contact centre teams can create seamless, end-to-end customer experiences
• Reimagine the often-overlooked post-booking servicing journey as a driver of loyalty and satisfaction
3:45 pm - 4:00 pm
4:00 pm - 5:25 pm
PRESENTATION: DESIGNING CUSTOMER EXPERIENCE AROUND CUSTOMER LIFETIME VALUE: WAYFAIR’S DATA-LED MAKEOVER
Stephanie Gordon -
Head of Global CX,
Wayfair
Many companies focus on transactions, but Wayfair recognised that long-term customer value should shape the way they design experiences. By unifying data and building a customer lifetime value model, they transformed how they prioritise journeys, deploy AI, and reduce contact demand. This session takes the audience through their journey of using data to make smarter decisions, deliver better service, and align teams around measurable customer impact.
• Build and operationalise a customer lifetime value model that shapes service design, journey strategy, and transformation priorities
• Scale AI from virtual assistants to agent co-pilots while protecting experience quality, first contact resolution, and brand trust
• Reduce global contact demand by 30 percent by unifying data, eliminating systemic root causes, and aligning teams around NPS and customer lifetime value impact
4:25 pm - 5:00 pm
PANEL DISCUSSION: THE HUMAN-TECH EQUATION: BUILDING FUTURE-READY CUSTOMER-CENTRIC ORGANISATIONS
Emma Wardle -
Director of Customer Service Operations UK&I Customer Servicing,
Experian
Neil Ellett - Vice President of Customer Support, Bolt
Ashish Morjaria - Head of CX Transformation, National Grid UK
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
5:00 pm - 5:25 pm
PRESENTATION: UNLOCKING REAL-TIME CUSTOMER UNDERSTANDING WITH CONNECTED DATA & INTELLIGENT ORCHESTRATION
Customers expect seamless, relevant experiences cross every touchpoint, but most organisations still struggle with fragmented data, inconsistent profiles and disconnected teams. The session explores how leading brands are unifying data into a single, intelligent profile that powers personalisation, journey orchestration and real-time decision making across marketing, digital, product and data.
• Create one unified customer view that connects data across channels, systems and teams to power real-time personalisation
• Activate insight through intelligent orchestration that adapts journeys instantly based on behaviour, context and intent
• Strengthen collaboration and commercial performance by giving marketing, digital, CX and product teams access to the same actionable intelligence.
5:25 pm - 5:30 pm
CHAIRPERSON’S CLOSING REMARKS
5:30 pm - 7:25 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.
