MADRID
14th & 15th October 2026
ICEM Summit Madrid
International Customer Experience Management Summit
Hosted in central Madrid
Curated networking
Real case studies
Cocktail reception
Single-track format
A highly curated, single-track summit bringing together 100 senior customer experience, digital transformation, and CX strategy leaders from across Iberia and Europe. Designed for decision-makers in banking, telecom, insurance, retail, and e-commerce, the summit focuses on what truly drives customer loyalty and business growth today, omnichannel experience, AI-driven personalisation, customer journey orchestration, and measurable CX impact. No exhibition noise. No generic content. Just real-world case studies, peer-led discussions, and high-value conversations with leaders redefining customer experience across industries.
Limited to 100 participants. Secure your spot today.
Starting in
Trusted by professionals (4.8 of 5)
THIS YEAR
Key themes of ICEM Summit Madrid
This edition focuses on how leading organisations are transforming customer experience into a measurable business driver in the age of AI. Through keynotes and peer-led discussions, leaders will explore how to design agile, insight-led, and outcome-driven CX strategies that deliver real impact.
- AI-Powered CX
Use AI to improve customer satisfaction while optimising cost-to-serve and operational efficiency. - Hyper-Personalisation at Scale
Deliver real-time, relevant experiences across channels using data and automation. - End-to-End CX Orchestration
Break down silos by connecting journeys, data, and systems seamlessly. - Autonomous Customer Interactions
Enable AI-driven, context-aware engagement across touchpoints. - Future CX Workforce
Redefine roles by combining human expertise with AI capabilities. - Trust, Privacy & Ethical AI
Build transparent, compliant, and customer-centric experiences.
Day 1
AI, Personalisation & Experience-Led Growth
Day 1 focuses on how leading organisations are transforming customer experience into a measurable driver of growth, loyalty, and competitive advantage. The emphasis is on how AI, data, and real-time decisioning are enabling organisations to move beyond fragmented interactions and deliver seamless, personalised experiences across the entire customer journey.
Expect sessions on
- Where AI is delivering real CX impact, from personalisation to predictive engagement
- Turning customer data into actionable insight across the full journey
- Designing and orchestrating seamless omnichannel experiences
- Embedding CX into business strategy and revenue growth initiatives
- Measuring CX beyond NPS, linking experience to commercial outcomes
- Case studies of enterprise-wide CX transformation
Day 2
Operationalising CX: People, Platforms & Trust at Scale
Day 2 shifts to execution, how organisations are building the operating models, capabilities, and governance needed to deliver consistent, high-quality experiences at scale. It addresses the real challenge: aligning teams, technology, and culture to operationalise CX while maintaining trust, compliance, and a strong human connection.
Expect sessions on
- Building cross-functional CX operating models beyond silos
- Redefining roles and skills in AI-enabled organisations
- Aligning platforms, data, and teams for end-to-end journey delivery
- Balancing automation with human empathy in complex interactions
- Embedding trust, privacy, and ethical AI into CX design
- Driving accountability and ownership of CX across the business
POWER OF CONNECTIONS
Whom will I meet there
A highly curated group of 100 senior customer experience, digital, and transformation leaders from across Iberia and Europe, selected for their role in shaping CX strategy, driving enterprise-wide transformation, and delivering measurable business impact.
Attendees:
- Chief Customer Officers, Chief Experience Officers, and CX Leaders
- Heads and Directors of Customer Experience, Digital Experience & Transformation
- Leaders responsible for AI, Personalisation & Customer Journey Strategy
- Senior executives driving customer insight, loyalty, and experience-led growth
Focus Areas:
- Customer Experience Strategy & Transformation
- AI, Personalisation & Data-Driven CX
- Customer Journey Orchestration & Omnichannel Experience
- Voice of Customer (VoC) & Customer Insights
- Digital Experience, Loyalty & Experience-Led Growth
No consultants. No junior profiles. No open expo audience.
Only qualified, invited participants.
The Experience
Designed as a highly curated, executive-level gathering, the International Customer Experience Summit Madrid is structured to maximise interaction, learning, and meaningful connections. Hosted at a centrally located premium venue in Madrid, the event brings together senior leaders in an environment built for focused discussions, not crowded exhibition halls. Over two days, participants will engage in a mix of keynotes, real business case studies, interactive panels, and small-group roundtables designed to encourage open exchange and practical takeaways.
Trusted by professionals (4.8 of 5)
Where Real Connections Happen.
Structured networking sessions and curated introductions
Interactive roundtables with peer-level discussions
Dedicated time for meaningful 1:1 conversations
A focused, single-track format — no distractions, no parallel sessions
Business lunches, coffee breaks, and evening networking reception
A focused, single-track format, no distractions, no parallel sessions
For attendees travelling from outside Madrid, our team provides support with accommodation recommendations and local logistics to ensure a seamless experience.
Get full event details.
Just One Click Away
- The event brochure with the full agenda
- Highlights from last year’s summit
- A complete list of speakers and topics
- Exclusive offers tailored for your company
- Digital library 2024-25
- Details on corporate benefits
Schedule
8:45 – 9:00
“Welcome Speech: Opening Session
Andy WilkinsChairman
Setting the Stage for an Engaging Summit”
9:00 – 9:30
“Enhancing Team Dynamics for Success
Blanca Segura VillarHead of Customer Management, Service & Growth | Zurich Insurance
- Leveraging expertise to boost performance
- Reducing turnover with knowledge sharing
- Creating a positive work environment”
9:30 – 10:00
“Transforming Customer Centricity through Innovation and Empowerment
François GengouxHead of Omnichannel Customer Support | Belfius
- Purpose-Driven Integrated Bank-Insurer for Belgian Society
- Disruptive Positioning: Love for Clients and Employees
- Innovation and AI-Driven Personalized Customer Experiences”
10:00 – 10:30
“Why don't kids dream of becoming call center agents or shop assistants?
Tomáš RosputinskýCEO & Co-Founder | Staffino
- Tackling employee motivation in customer-facing role
- Boosting sales through real-time customer feedback
- Analyzing CX data, program ROIs, and VoC insights”
10:30 – 11:00
Morning Break
11:00 – 11:45
“Enabling the Future of Contact Centres with GenAI
Diego de MiguelDirector Ops Intelligence, BI and Analytics | MasOrange
- Real-world GenAI use cases in contact centres
- Enhancing customer service with GenAI automation
- Key benefits: efficiency, personalization, and scalability”
11:45 – 12:15
“GenAI for Customer Service: Success Stories
Hemal ThakerSr. Solution Consultant | EGain
- GenAI fails without strong knowledge management.
- Safe GenAI implementation requires a solid knowledge foundation.
- Real-world success: 6X search, 5X speedup with eGain.”
12:15 – 13:00
Interactive Panel Discussion
Human-Centric Automation: How AI Can Empower, Not Replace, Customer Service Agents
13:00 – 14:00
Lunch Break
14:00 – 14:30
“Decision Intelligence Powered through AI (cross business / industry)
Alin KalamHead of AI Coordination & Market Intelligence | UNIQA Insurance Group
- Align AI strategies with real-time market dynamics
- Use data to predict and meet customer needs
- Turn insights into smarter, faster business decisions”
14:30 – 15:00
“mBank's way to the cloud contact center
Jarosław ŚcigałaSenior Specialist and a Product Owner | Mbank
- About mBank. Why did we choose a cloud solution?
- Potential benefits and challenges
- Implementation of the cloud system
- Conclusions and recommendations”
“”
Tomasz WilczewskiSenior Specialist and a Product Owner in the Omnichannel Department | Mbank
15:00 – 15:30
“Driving Customer Service into High Gear
Christos A. KatrisiosisSenior Customer Service Digital Transformation Leader | COSMOTE eValue
- Customer service must adapt quickly to tech changes.
- Service professionals need strong tools and skills for success.
- Speed is important, but reflection improves customer experiences.”
15:30 – 16:00
Networking Break
16:00 – 16:45
“Robots, AI, and the Art of Delight: Redefining Customer Satisfaction
Santiago NonzioliDirector of Ecommerce Operations | Alcampo
- How AI and Robots are Redefining Customer Experience
- Building Global Systems that Scale and Deliver Results
- Unlocking Innovation to Drive Efficiency Across Operations”
16:45 – 17:30
Roundtable Discussion
Moderator: Hemal Thaker, eGain
Table 1: Integrating AI and Automation in Contact Centres: Explore how AI is transforming customer service, from chatbots to AI-driven analytics for personalized customer interactions. Discuss the balance between automation and human touch.
Moderator: Carmen Castellano, Quantum Metrics
TOPIC: Reimagining the contact center: From Support channel to strategic driver
Today’s contact center is no longer just a reactive support function—it’s a goldmine of customer insight and a critical lever for digital optimization. In this roundtable, industry leaders will explore how to provide real-time context to agents, bridge insights across digital and assisted channels, and use Gen AI to elevate both the customer and agent experience. We’ll discuss how the contact center can fuel digital containment strategies, align more closely with digital product teams, and shift from solving individual issues to driving enterprise-wide customer understanding.
17:30 – 17:45
Closing Remarks
17:45 – 18:45
Cocktail Reception
8:45 – 9:00
“Welcome Speech: Opening Session
Andy WilkinsChairman
Setting the Stage for an Engaging Summit”
9:00 – 9:30
“Building Intelligent Ecosystems: The AI Revolution in Collaboration
Cristina MouraHead of AI Communities and Ecosystem Engagement | MEO
- AI assistants boosting agent performance and service delivery
- Reducing costs through smart contact deflection and triage
- Human-AI synergy in complex interactions”
9:30 – 10:00
“The Era of the Ecosystems & Platforms.
Jose CanasGlobal Head Of B2B2C | AXA
- Embedded insurance and affinity services are reshaping the insurance industry
- Over 30% of insurance transactions will be embedded by 2030
- Customer-centric strategies, data use, advanced technology, and collaboration are essential.”
10:00 – 10:30
“Create exceptional contact centre experiences
Richard ProchazkaStrategic Account Executive | Medallia
- Identify Costly Contact Center Experiences
- Increase Revenue by Improving Agent Performance
- Offer a Choice with Best-in-Class Callback”
“”
Javier CastroSenior Solutions Consultant | Medallia
10:30 – 11:00
Morning Break
11:00 – 11:45
“Customer Support Services Director
Sandra AfonsoOperations & Customer Support Services Director | SIBS – FPS
- How can a 360º Service Vision help you better serve your customers?
- Explore the integration between customer service and monitoring capabilities.
- Investigate strategies to improve cx using monitoring insights.”
11:45 – 12:15
“AI that acts or just one that attracts? The choice is yours
Julio PratsCRO | Schaman
- New service paradigm in Customer Service
- The road to full automation with AI
- Some smart results in Customer Service”
12:15 – 13:00
Panel Discussion
The Evolution of Self-Service: Balancing Automation with Customer Satisfaction
13:00 – 14:00
Lunch Break
14:00 – 14:30
“Driving Growth and Innovation through Talent Mobility
Andrea DomínguezHead of Talent Management | Telefonica
- Identifying and Developing High Performers for Success
- Strategic Talent Mobility for Maximum Business Impact
- Leveraging Mobility to Accelerate Growth and Innovation”
14:30 – 15:00
“Transforming CX through Predictive Call Routing
Krzysztof CiąpałaContact Center & Remote Advisory Group Lead | Raiffeisen Bank International A.G.
- From traditional ACD through Skill-based Routing to Predictive Routing
- From data to real-time decision making
- Usecases and Benefits”
15:00 – 15:30
“Uncovering Hidden Dissatisfaction with Technology
Francisco Fernandez ParraDirector of Transformation | Movistar Prosegur Alarmas
- Serving 99% well isn’t enough; hidden dissatisfaction matters.
- AI and analytics reveal the silent 1% of dissatisfied customers.
- Technology is reshaping contact centers for proactive, personalized service.”
15:30 – 16:00
Networking Break
16:00 – 16:30
“AI in Business: Building Effective Teams
Mijat PejicHead of Customer Care- Switzerland and Austria | MediaMarkt Österreich GmbH
- Exciting Business Cases
- How to work and operate with the Industry and dedicated Tech Suppliers
- The Customer and his Opinion on AI-Shortcuts in Care”
16:30 – 17:15
Round table discussion topic
Moderator: Enrique Gómez-Alonso, Medallia
Topic: When Personalisation Meets Omnichannel: A new pivotal role for Contact Center
Personalising at scale means creating meaningful, human experiences across all customer touchpoints. Consistency across voice, chat, digital, and in-person channels ensures a seamless journey. By unifying operational data with customer feedback and behaviour, frontline teams are empowered to tailor and optimise every interaction”
Moderator: Andy Wilkins, BINA
Table 2: Redefining Customer Care: From Service to Experience:
To examine the shift toward proactive, personalized care powered by technology, and highlight how
empowering frontline teams and leveraging customer insights can transform routine interactions into meaningful experiences.
17:15 – 17:30
Closing Remarks
MEET YOUR
Speakers
Blanca is the Head of Customer Management and Growth at Zurich since 2023, overseeing teams focused on retention, sales, cross-selling, and post-sales service, with added responsibility for claims service from January 2025. She previously led Customer Service & Sales for Partners and Digital, as well as transformation and strategy initiatives. With extensive experience in operations and customer experience, she also contributed to scalable digital operations at Zurich Klinc. Blanca holds a Bachelor’s and Master’s in Mechanical Engineering from the Polytechnic University (UPC).
JOIN EVENT
Exclusive Offer
Limited to 100 participants to ensure high-quality discussions and meaningful networking.
Individual Pass
Full access to the International Customer Experience Summit Madrid, designed for senior leaders looking to benchmark, connect, and gain practical insights from peers across Iberia and Europe.
- Access to all sessions, case studies, and discussions
- Participation in interactive roundtables and networking
- Curated 1:1 connections with peers
- Evening networking & cocktail reception
Team Pass
Designed for organisations attending with multiple stakeholders across operations, CX, and transformation functions.
- Preferential rates for multiple attendees
- Broader internal alignment across teams
- Shared learning across operations, CX, and digital functions
- Access to all sessions, networking, and roundtables
In a 
world full of noise, we help leaders cut through and build meaningful networks that makes an impact.
ABOUT US
Excellence through knowledge
Excellence through knowledge. With years of expertise in organizing professional conferences, we continue to foster environments where industry leaders share their insights, drive innovation, and push boundaries.
5000
+
Industry Experts Engaged
200
+
Partner Organizations
80
%
Repeat Participation Rate
Interested in becoming a sponsor?
If your company is interested in sponsoring this event, we’d love to hear from you. Send us a quick email and we’ll get right back to you with some more information and our sponsorship brochure
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Contact us
Manish Kailkhura
Head Business Development
manish.kailkhura@binaconf.com
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Production Lead
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Operations Lead
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