Service Industry CX: Managing the Challenge of Rising Consumer Expectations

The “Service Industry,” like many others, is undergoing rapid changes. Whether it is a local dry cleaner, a boutique regional restaurant chain, membership organizations, or high technology offerings, the gauntlet has been laid down by new generations of empowered consumers. They expect relevant customer experiences, meaningful brand engagement, and, most importantly, great service from the brands they engage with.

Today, customers are more likely to compare the optimal service they received at Nordstrom or Amazon or Apple to the level of service provided by brands across the service industry. Because of such high expectations, how can brands realistically fulfill that promise, and develop processes internally with stakeholders and technology providers to exceed such expectations and effectively drive loyalty?

In this panel focused on the “Service Industry,” we bring together executives from top brands in the space and examine their thoughts, ideas, and predictions around organizational alignment, benchmarking, customer engagement, Voice of the Customer, as well as around the new challenges rising expectations.

Key takeaways of this session include:

• How service industry brands are managing rising customer expectations, while staying true to their brand promise

• How to drive customer engagement throughout the organization in a way that increases loyalty and advocacy

• Measurement strategies that can lead to the most impact


​​Caroline Czirr, VP of Brand Management, Red Lion Hotels Corporation

Caroline Czirr is the VP of Brand Management for Red Lion Hotels Corporation. Caroline brings with her more than 17 years of branding and marketing experience in the hospitality industry, working primarily for Kimpton Hotel and Restaurant Group and Vail Resorts. In her career with Kimpton, Caroline opened more than 12 hotels, restaurants and spas throughout the United States and Canada.  Caroline was instrumental in developing new branding initiatives for Kimpton such as the "Forgot It, We've Got It" program tailored to women travelers with unique honor bar items as well as their pet friendly program which was has been recognized by national media as one of the "top pet friendly programs" in the US. Caroline has a Bachelor's Degree in Fine Arts and Communciations with a major in film production from Loyola Marymount University. She started her career working for studios such as Columbia Pictures, Miramax and New Line Pictures. She was introduced to Kimpton Hotel and Restaurant Group while working for MTV, in San Francisco, housing her New York colleagues at their Fisherman's Wharf hotel. Caroline has spent the last several years as an entrepreneur working on several successful start-ups but most recognized for her work as EVP of Club W, LLC, a successful direct-to-consumer winery and wine club that is revolutionizing the way people discover, buy and share wine.

Brett Kline, CMO, House Advantage

Brett Kline is Chief Marketing Officer for House Advantage, responsible for the development and execution of company’s overall integrated marketing and business development strategic plan.
House Advantage loyalty marketing technologies, reinforced by strategic expertise and deep industry experience, empower the world’s most successful entertainment brands to seamlessly integrate powerful new marketing strategies and tools. With House Advantage, brands increase customer engagement, generate vital business intelligence and boost per-patron share-of-wallet with seamless integration and total support for their existing systems. Ultimately, House Advantage helps brands build stronger bonds with more customers.
Prior to joining House Advantage in November of 2016, Brett has accumulated nearly 20 years of leadership and management experience across a diverse set of disciplines, including marketing, sales and resort operations in the gaming and hospitality industry. His experience spans a broad range of business and market environments in the U.S. and Asia. Kline most recently served as senior vice president of Relationship Marketing for Sands China, a Las Vegas Sands subsidiary based in Macau SAR, China. In that role, Kline was responsible for leading the market-leading loyalty program Sands Rewards, as well as, all patron segmentation and decision science capabilities, marketing innovation and patron acquisition programs.  While at Harrah’s Entertainment and then (through acquisition) with Caesars Entertainment from 2000-2011, Kline held a succession of executive roles in loyalty marketing and integrated resort management, and was a senior member of an innovation team charged with creating new revenue streams for Caesars Entertainment’s award winning loyalty program Total Rewards.
Kline attended the executive education program, High Potential Leaders at the University of Pennsylvania – Wharton School, and received his Master's in Business Administration from the University of Edinburgh and undergraduate degree from Southern Methodist University.  

Kevin Scanlon, Senior Director, Dell

Kevin Scanlon is a Senior Director within Dell’s Customer Experience program.  As a leading technology provider and 1400,000 people worldwide, Dell is a global leader in enabling businesses and service providers to transform their operations and deliver IT solutions from the consumer to Enterprise. In this role, Scanlon has operational responsibility for engagement with Dell’s customers, partners, and employees to drive quality, innovation and continuous improvement into its products, services and business operations. During Scanlon’s tenure, Dell’s Customer Experience program has been recognized by the Technology Services Industry Association (TSIA) for its Innovation in Customer Commitment, by Temkin Group for Customer Experience Excellence and by the Customer Experience Professionals Association (CXPA) for Customer Experience Impact. Prior to this role, Scanlon had delivery responsibility for several Enterprise accounts.  Prior to Dell, Scanlon held Executive roles at multiple technology start-ups as well as senior leadership positions at management consulting firms including Ernst & Young and PriceWaterhouseCoopers.  
Scanlon has co-authored numerous Customer Experience white papers, developed service delivery models concepts and has participated in multiple industry conferences as a speaker / panel facilitator – and is an active participant in the several Customer Experience industry associations. Scanlon is a graduate of James Madison University with a Bachelor in Finance & Computer Information Systems. He earned a Masters in Business Administration from the University of North Carolina – Chapel Hill. @4kevinscanlon

Roberta O'Keith, Business & Innovation Excellence Leader-CX, Black & Veatch

Roberta O’Keith serves as Business Excellence Black Belt for Black & Veatch where she leads projects, mentors professionals, and consults for senior leaders in the delivery of critical business improvements and innovations that add value to Black & Veatch, its business partners, and clients.  

Prior to her current role, O’Keith held various leadership roles in business excellence, quality, operations, and marketing within General Electric (Capital, Power & Water), Bankers Life & Casualty, Individual Assurance Company, and John Alden Life.  Her knowledge and experience in customer research, understanding customer needs, and taking action with customer feedback has earned her a reputation as a Customer Experience expert.   

During her 13 year tenure with General Electric she led and executed many strategic marketing and Voice of Customer projects including establishing closed loop feedback processes, NPS integration, and developing competitive and market assessments for various new product development programs. She has also built customer touch point strategies, defined and implemented customer experience programs and established Loyalty KPI’s. Also, she is well versed in business intelligence design and reporting, development, execution, and monitoring of customer satisfaction programs, and developing implementation and business development processes and tools.  

She is a sought out guest speaker for such organizations like the Direct Marketing Association, Business Marketing Association, Customer Experience Professionals Association, and the Association of Customer Contact Professionals.  She also has served as Board Member of the local Business Marketing Association chapter and is currently a Board Member of the Customer Experience Professionals Association driving awareness, education, and acceptance of Customer Experience as an industry profession.  

She holds a Master’s in Business from Benedictine University, Bachelor of Science from Western Illinois University, and certifications as a Professional Business Coach (iPEC), Lean Six Sigma Black Belt (GE), and Voice of Customer Professional (Allegiance University).   


Agenda Overview

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