Uber, Oscar, Netflix and other modern tech companies have disrupted legacy industries by using technology to reduce friction and simplify outdated customer experiences. Today’s most successful challenger businesses are winning through a relentless obsession with putting the customer first. How does a tech-forward approach manifest itself in the customer experience? And how do you effectively grow and humanize the customer relationship as a technology-driven business?

In this session, Minjae Ormes will draw on her experience as CMO of digital wireless carrier Visible to examine the challenges and opportunities facing a new wave of tech companies taking on entrenched industries. She will offer a modern vision for what it means to put the customer at the center of the business, how to align marketing and brand strategies with authenticity and value, and how technology should be deployed to enhance the customer relationship.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.