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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.


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

Speaker bio coming soon!

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.

John Moffatt | Senior Director, Retail Systems | Sodexo

Speaker bio coming soon!


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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