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BREAKOUT SESSION / THURSDAY / NOVEMBER 5, 2020 / 2:30 PM

Removing Friction From the Customer Journey

Today’s time-pressed consumer values ease and convenience. If you have a product they want, it’s your job to make the purchase process as smooth and uncomplicated as possible. To do this, one must first map out the customer’s journey and determine how to create the best user experience. Amazon and Uber are two examples of organizations that have removed a lot of friction from the buying process. We’ll learn from those who are implementing this philosophy.

PANELISTS

Brian Anderson | Director of Technology | Modern Restaurant Concepts

With the creation of Modern Restaurant Concepts in 2019, Brian has been working improving the technology of our new brand Lemonade. We have upgraded payment technology and are improving the guest experience with 3rd party platforms. Other initiatives include a new desktop, mobile and app experience with a new loyalty platform and launching our first ghost kitchen. Brian is a third-generation restaurateur, with his roots in operations. He has worked every role in the FOH and BOH before his passion for technology won out. His experience as an operator enhances his ability to translate technology into solutions that improve the guest experience.

Tara Banks | Vice President, Emerging Technologies & Innovation | Hilton Grand Vacations

Tara Banks drove the development of Hilton Grand Vacations’ unique and innovative enterprise Sales experience, Envision. She has more than 20 years of brand, guest and marketing experience. She has led both internal and external teams to create a holistic digital journey – ranging from an interactive Sales presentation, In-room guest technology and social media reviews to embedded digital elements within the architecture and space. Tara currently serves the I.T. organization as the Vice President of Emerging Technologies and Innovation for Hilton Grand Vacations. Previously, she was the Corporate Brand Manager for Orlando Health and served the Walt Disney Company in creative roles for more than 10 years.

John Moffatt | Senior Director, Retail Systems | Sodexo

John Moffatt is the Senior Director of Retail Systems for Sodexo North America. Sodexo is one of the world’s largest multinational corporations, with 420,000 employees that represent 130 nationalities and are present on 34,000 sites in 80 countries. John works to provide Sodexo’s North American market with enterprise solutions, systems, vendors, and process for customer facing technology in retail locations. John’s team provides customer focused solutions for the majority of Sodexo’s service segments like healthcare, universities, government, corporate services, and schools. It is his belief that technology with no thought to the customer journey is just noise and will never satisfy the customer.

MODERATOR

Brandon Elliott | Sr. Director, Digital Products | HMSHost

Brandon is a first generation “digital native” who grew up with the latest technology device, game system or computer in his hands. This childhood hobby is what triggered Brandon’s life-long passion for technology and his relentless drive to create, improve, innovate and transform the way we live, work and play. Brandon specializes in information technology and is a former business owner with 24+ years of hands-on experience including engineering, development and management. He is customer centric and results driven with experience working with IT, executive management and key business personnel to bring business strategy and technology innovation together.

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