CX Revisited: A Retrospective Panel Discussion with Engagement Expo "Alumni"

An evolution in customer experience has been taking place for the last several years, spurred by the explosion of customer data and new technologies now available to help make sense of it. Gone are the days when a traditional direct marketing approach or mass acquisition strategy can effectively build true customer loyalty on its own. Today’s marketers are taking a more holistic approach to building customer experience, using customer data and voice of the customer to offer more intelligent programs, deliver customer "engagements" that align with customer’s expectations and immerse customers in ways that are relevant, feel authentic and expected. Given the ongoing and relatively rapid changes that continue to take place in the marketing and customer landscape it’s helpful to look at where we’ve come from, because looking back can be an important part of understanding where we are going.
This panel discussion will be a retrospective on how customer experience programs have evolved over the last one, two and three years. You’ll hear from past Engagement & Experience Expo speakers who will discuss how their programs and overall customer experience strategies have changed since they’ve last presented to the Engagement & Experience Expo audience. Panelists will discuss the journey of their CX programs, what’s worked – and hasn’t worked – along the way. As brands put increasing focus on building customer relationships and long-term loyalty, panelist will share their perspective on the changing role of CX within the overall customer strategy for their organizations and how it has impacted overall business objectives. 


Andrew George, Manager, National Donor Loyalty and Retention, Canadian Red Cross


Bob MacDonald, President & Chief Executive Officer | Bond Brand Loyalty, Bond Brand Loyalty

Bob’s been at the helm of Bond Brand Loyalty since 2001. Under his leadership the company has grown in size, strength, skill & whiteboards. You’ll find his long held belief in loyalty in every aspect of Bond’s work and play. You’ll also find him asking questions, sharing insights and exploring ideas. It’s this hunger for knowledge, coupled with a strong vision, that’s helped lead Bond to the forefront of digital and human experience marketing. Bob likes to roll up the sleeves. But he’ll also roll out a great story. He knows loyalty. And he inspires it. Bob first walked through Bond’s doors 20 years ago. His experience has seen him work globally with Fortune 500 brands including IBM, Ford, Scotiabank, Johnson & Johnson, The Home Depot, Cineplex/SCENE, BlackBerry & more. Bob’s a champion for corporate social responsibility and has served on several boards including Altruvest Charitable services, Northmount School and the Ontario Science Centre’s board of trustees. In 2012 Bob became a member of CORE (Conserve Our Rural Environment), a local organization formed to respond to environmental threats in rural areas. Under his leadership Bond’s team has donated time, resources & dollars to Parents for Better Beginnings, The Mike Pinball Clemons Foundation and Free The Children. - See more at:

Kim Delaney, VP - Customer Experience, Guardian Life Insurance

Kim Delaney is the Vice President - Individual Markets Client Engagement, PMO, Business Analysis of Guardian Individual Markets.  She has 25 years experience in the insurance and financial services industry. 

As the President and owner of an insurance investigation and legal support firm, Kim was a   federally recognized Certified Women’s Business Enterprise, providing litigation research,   fraud and investigative consulting for insurance/ financial services companies as well as state and federal government agencies.  During her 8 years as small business owner, Kim was the appointed advisor to the Diversity Fulfillment Program and the Primary Mediator on the   Contract Negotiation Committee for the Women’s Business Enterprise Funding Organization.

After several years as a Preferred Service Vendor to GE Capital, Kim sold her business and accepted a Operations Leadership position with GE Capital’s Acquisition & Integration Team.  Kim held various leadership positions and eventually assumed responsibility as the Director, Operations & Customer Strategic Planning Leader.  During this time, Kim earned her certification in GE’s Six Sigma Leadership Program, achieving successive certification as platinum level Black Belt, Master Black Belt and Champion. 

Kim joined Guardian in a consultative role within the corporate Business Advisory Services department which led strategic initiatives and coordinated enterprise-wide programs.  These roles brought Kim to her current role in which she has oversight of Operations, the Customer Experience Program, Business Technology Liaison Department, Project Management Office and the Lean Six Sigma team within Retirement Solutions.

In her nonworking hours, Kim enjoys spending time with her family and providing pro bono legal support services to women and children’s protective services.   

Patti Marshman-Goldblatt, Global Business Development, emnos

Patti has 35 years of experience, working with Retailers & CPGs, insights & analytics software and customer-centric consulting. Patti has extensive experience building and deploying new shopper insights platforms and the change management required to smoothly transition to effective new processes internally and with external partners.   Patti leads new business development and consulting with Retail partners for emnos in North America.

Prior to joining emnos, Patti successfully led the Business Development initiatives for Cozumo – a start-up technology firm that leverages all types of geo-location technology, apps and/or simple wifi to send offers/content in real time and then validate by leveraging Cloud technology in real time.  Cozumo also enables scanners at Point of Sale to become “smart scanners” and facilitates collecting and acting on data in real time in store.  This enables the smallest and largest of retailers to have basic loyalty abilities where there may not have been loyalty schemes in place in the past.  Where there are loyalty schemes, it can enhance those programs by being real time and personalized to each individual shopper or guest. 

Before joining Cozumo, Patti led business development at Aimia in North, Central & South America focused on Grocery, Club, Drug, Mass and Convenience retailers including SpartanNash, Walmart globally, Sam’s Club US and Safeway.  Patti also worked at the Natural Marketing Institute (NMI) leading the Retail & CPG Health, Wellness & Sustainability practice area before setting up her own consulting firm where she worked with Safeway, Walmart, SUPERVALU and Kroger in addition to Seventh Generation, P&G, ConAgra and Kraft Foods.  She also did extensive consulting with EYC and their CPG clients.  Prior to that, Patti spent 8 years in senior leadership positions at Nielsen US in the Spectra and Consumer Panel practices leading the Midwest region which was the largest region of responsibility in Nielsen US including P&G, Kraft Foods, SC Johnson, Coca Cola, ConAgra, Kimberley Clark and 3M.  Patti also spent many years in Canada at J Walter Thompson, BBM and Compusearch.
Additionally, Patti is a Subject Matter Expert in Corporate Social Responsibility (CSR), Sustainability and Health & Wellness as a strategy for growth – an area in which all retailers globally are trying to determine their role and responsibility.  She is currently on the Executive Board of the Global Alliance to End Hunger an organization based in Washington, DC leading the strategies of food banks and school feeding programs internationally.  She was on the Aimia Global Advisory for Corporate Social Responsibility and she led the CSR and UN World Food Programme initiatives at Nielsen. She was the Nielsen Company Sustainability expert, client resource and speaker as well as the Nielsen representative to the Davos World Economic Forum in 2006.  She is a thought leader, world class manager and visionary in the integration of business objectives and CSR.

Patti was educated at the University of Toronto Victoria College with an undergraduate degree in International Relations & Economics.  She earned her MBA as an adult professional at the Isenberg School of Management, University of Massachusetts Amherst in the Executive MBA program in 1996.  She has lived and worked in Canada, the US and Central America and is currently residing in Chicago.


Agenda Overview

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