This document provides an agenda and details for the "Maximising Customer Loyalty & Profitability" conference taking place from May 21-24, 2012 in Berlin, Germany. The conference will focus on learning innovative strategies for developing profitable customer loyalty programs, increasing customer lifetime value, and stimulating brand loyalty despite declining customer spend. Speakers will include CMOs, VPs, and Directors from telecommunications companies who will present case studies on their successful customer retention and loyalty initiatives. Sessions will address topics such as using customer segmentation for personalised campaigns, calculating customer lifetime value, leveraging customer data for insights, and measuring the impact of loyalty programs. The conference aims to provide operators with solutions for driving tangible results from their investments in customer
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Maximising Customer Loyalty & Profitability
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Determine how to stimulate
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Loyalty & Profitability
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Understand how to effectively
engage with your customers and
stimulate brand loyalty
Learn how to develop targeted
and profitable loyalty programmes
Learn how to develop profitable customer loyalty programmes for your customers whether you
are a fixed or mobile operator
and establish strategies to increase the value of your customers Establish how to manage a
whilst significantly reducing churn SAVE UP TO customer experience
21st-24th May 2012, Radisson Blu Hotel, Berlin, Germany
€800!
BOOK AND
transformation programme and
use it to drive customer loyalty
24TH FE
PAY BY
BRUARY Benefit from the only event in the
2012!
Innovative case studies from CMOs, VPs and Directors: market dedicated to helping you
improve both customer loyalty
Tim Alexander Darren Ball Robert Sambierski and profitability
Vice President of Brand Management Head of PAYG Retention & Loyalty Director of Loyalty & Retention
Telefónica O2 Germany Virgin Mobile Telekomunikacja Polska “Putting the customer at
Hugo Suidman Paolo Menghini Cristina Zanchi the centre of the company
Marketing Director Head of Retention Chief Customer Loyalty Officer risks becoming just a good
KPN Mobile Telecom Italia Mobistar (awaiting final confirmation) slogan. This event will offer real and
effective examples of companies
Ellie Kirk Patrick Bodinoli Jelena Stojanovic
Head of Loyalty & Retention Head of Retention Marketing & Sales Director who have increased customer
Orange Group UPC Cablecom Telekom Srbija loyalty by becoming a customer
centric organisation”
Samo Ošina Alain Glickman Anthony O’Neill Paolo Menghini, Head of Retention,
Chief Marketing Officer Director of Customer Insights Director of Insight & Analytics Telecom Italia
Telekom Slovenije Orange Group Eircom
A great panel of speakers
and an outstanding
Pre-conference workshop – Monday 21st May 2012 Post-conference workshop – Thursday 24th May 2012 networking event. The
Establishing how to develop highly personalised and Discovering practical strategies and frameworks for conference had the right level of
profitable loyalty programmes for your customer base radically improving your customer loyalty and retention speakers and the agenda was
well thought out.”
Olivier Mourrieras, Head of Customer
Sponsors Media Partners Insight & Advocacy, Orange Business
Services (at Maximising Customer Loyalty
& Profitability 2011)
Register now @ www.loyaltyandprofitability.com
2. At a time of declining revenue and increasing competition, TOP 5 REASONS TO ATTEND MAxIMISING
customer loyalty and profitability have become critical to CUSTOMER LOyALTy & PROfITABILITy:
the survival of all operators. Learn from a world-class panel of CMOs, VPs and Directors
Do you need to learn how to maximise the profitability of your customer loyalty initiatives presenting leading case studies on how to drive customer loyalty
at a time when senior management are scrutinising the impact of your investments? and revenue
Do you want to discover how to increase ARPU without risking churn at a time when customers Benefit from over 10 hours of interactive learning and networking
are less willing to spend and more willing than ever to change service providers?
opportunities with senior-level experts – more than any other event
Telecoms IQ’s 2nd Maximising Customer Loyalty & Profitability conference is the only event on this topic!
in the market that addresses these key questions: how do I drive customer loyalty and ARPU
and – crucially – how do I do this profitably? Take advantage of the only event to combine loyalty and
With access to operator-led case studies led by CMOs, VPs and Directors, you will find profitability enabling you to maximise the impact of your customer
the inspiration you need to drive tangible results from your customer loyalty and value loyalty investments
management strategies.
Discover how to develop personalised and profitable loyalty
Plus, take advantage of over 10 hours of interactive learning and networking opportunities programmes – both fixed and mobile – and demonstrate their
– more than any other event on this topic! This is a unique opportunity to challenge your thinking
and brainstorm solutions with leading experts in the field. impact to senior management
come and network with a world-class panel of experts, including: Establish how to increase the value of your customers through
Tim Alexander, Vice President of Brand Management, Telefónica O2 Germany attractive offers and propositions, whilst ensuring profitability
Alain Glickman, Director of Customer Insight, Orange Group SAVE UP TO and minimising churn
€800!
Paolo Menghini, Head of Retention, Telecom Italia
Samo Ošina, Chief Marketing Officer, Telekom Slovenije
Darren Ball, Head of PAYG Retention & Loyalty, Virgin Mobile
BOOK AND
Hugo Suidman, Marketing Director, KPN Mobile P
24TH FEBRUAY BY
Anthony O'Neill, Director of Insight & Analytics, Eircom
Patrick Bodinoli, Head of Retention, UPC Cablecom 2012!
ARY CASE STUDIES NOT TO BE MISSED:
You will gain insight from detailed case studies addressing your key questions: Discover how Telefónica O2 have made the journey to becoming
How do I develop personalised and profitable customer loyalty programmes? a number 1 brand beloved by customers
How do I manage the cultural transition to becoming customer-centric in order Understand how Telecom Italia have successfully managed the
to increase customer loyalty?
How do I attract and reward high-value customers? cultural change to becoming customer-centric in order to transform
How do I effectively engage with my customers and stimulate brand loyalty? customer loyalty
How do I leverage my customer data to increase arpU and reduce churn? Determine how KPN Mobile are effectively managing the challenge of
Secure your place today and you will bring back to your organisation solutions that investing in the customer relationship whilst retaining customer value
will make a lasting impact on your customer revenue and retention rates!
Establish how Orange Group are simplifying how to calculate and
to book, simply:
Email: telecoms@iqpc.co.uk maximise the impact of their customers’ expected lifetime value
Book online: www.loyaltyandprofitability.com Learn how Eircom are proactively retaining their customers and
Telephone: +44 (0) 20 7368 9737 reducing the cost of churn intervention
I look forward to seeing you in May!
Best regards, P.S. Visit the ev
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free videos and t download centre for your
podc
customer loyalty asts on maximising
“The conference was nice and interactive! It was very
w w w.loyaltyand and profitability! insightful and had a well-structured and good agenda”
Julie Coates profitability.com
Vincent Battem, Senior Market Manager, UPC Netherlands
Conference Producer (at Maximising Customer Loyalty & Profitability 2011)
Maximising Customer Loyalty & Profitability
Register now @ www.loyaltyandprofitability.com
3. CONfERENCE DAy ONE – TUESDAy 22ND MAy 2012
08:30 Registration and coffee
08:55 welcome address
Julie Coates, Conference Producer, Telecoms IQ
PRE-CONfERENCE wORKSHOP 09:00 Opening remarks from the Chair followed by a speed
MONDAy 21ST MAy 2012 networking session
registration and coffee will begin at 09:30. 09:20 PANEL DISCUSSION:
the workshop will take place between 10:00 and 16:00 with appropriate INTERATIVE what is customer loyalty?
breaks for lunch and refreshments. SESSION Customer loyalty is the Holy Grail for all operators but few can agree on how
to define it. This panel discussion offers an opportunity to benchmark with your
Establishing how to develop highly personalised and peers and exchange ideas on what loyalty means, how to identify it and, crucially,
profitable loyalty programmes for your customer base how to stimulate it within your customer base.
How do you develop attractive loyalty programmes driven by an understanding Questions for debate will include:
of what your customers really want? How do you deliver those programmes How do you define customer loyalty?
cost-effectively and demonstrate an ROI to your senior management? What makes a customer loyal?
Whether you are a fixed or mobile operator, attending this hands-on session How can you identify a loyal customer?
will enable you to take away practical ideas and methods to maximise the How can you stimulate customer loyalty?
performance of your loyalty programmes. What is the relationship between loyalty and profitability and how
can it be strengthened?
The interactive workshop will uncover:
Panellists include:
How to secure investment and commitment from your senior management Hugo Suidman, Marketing Director, KPN Mobile
for your loyalty programme Anthony O’Neill, Director of Insight & Analytics, Eircom
How to engage your customers and leverage your data to develop a personalised Darren Ball, Head of PAYG Retention & Loyalty, Virgin Mobile
loyalty programme based on customer preferences
How to establish and manage strategic partnerships to deliver rewards for 10:10 Examining how to develop and deliver effective customer
your loyalty programme and ensure a “win-win” for all parties retention and loyalty strategies: UPC Cablecom’s perspective
How to communicate your loyalty programmes to your customers to drive CASE Scrutinising the key elements of retention and loyalty in highly
STUDY
take-up commoditised markets
How to keep costs down when delivering your loyalty programme and how Examining how to select and leverage the most effective set of retention
to measure and maximise your ROI and loyalty tools
For updates on the workshop leader, please visit: Technology versus staff motivation: Understanding how to manage
www.loyaltyandprofitability.com these key aspects when delivering your loyalty and retention strategies
Exploring UPC Cablecom’s outlook for the future
Patrick Bodinoli, Head of Retention, UPC Cablecom
Register now @ www.loyaltyandprofitability.com
4. CONfERENCE DAy ONE – TUESDAy 22ND MAy 2012
10:50 Morning refreshments 13:15 Lunch
11:20 DEBATE: 14:15 Understanding how to utilise mobile media and customer insight
Are customer loyalty programmes worthwhile? to improve loyalty and profitability
INTERATIVE
SESSION
CASE Determining how to establish a true opt-in base in order to have a
With operators making costly investments in customer loyalty programmes but STUDY
many reporting varying degrees of success, this debate will offer an opportunity dialogue with your customers
to analyse both sides of the argument. The motion for this debate will be Establishing the elements of a successful mobile media strategy
“Are customer loyalty programmes worthwhile?”. One speaker will argue for Understanding which analysis and visualisation methods there are available
the motion and one speaker will argue against, after which there will be an to draw conclusions and insight out of customer data
opportunity for discussion before taking a vote to determine your verdict. Learning how to utilise your customer insight to develop the
Arguing for the motion: customer experience
Ellie Kirk, Head of Loyalty and Retention, Orange Group Determining how to maximize the impact of your mobile media strategy
Arguing against the motion: Juha Meronen, Head of Analytics and Insight, Blyk
Hugo Suidman, Marketing Director, KPN Mobile
14:55Determining how to adopt a multi-channel approach to enhance
12:10 Examining how to develop and deliver a differentiated loyalty CASE the effectiveness of your customer retention
Establishing how to manage the retention process for competing point
programme for your customers STUDY
Determining how to create a compelling business case for your loyalty of sale and telesales channels
programme in order to secure buy-in and investment from senior management Turning competition into co-operation: Learning from the save desk
Understanding how to determine what your customers want in order to and point of sale case study
select the most appropriate rewards for your loyalty programme: Understanding how to leverage multiple channels to improve your
- Focus groups customer contact rates
- Customer surveys Robert Sambierski, Director of Loyalty & Retention, Telekomunikacja Polska
- Customer interviews
Determining how to leverage micro-segmentation to ensure you are 15:35 Determining how to invest in the customer relationship
whilst retaining customer value
targeting the right people for your loyalty programme CASE Scrutinising how to manage the challenge of attracting and rewarding
Examining key strategies to lower the cost of delivering your loyalty STUDY
programme in order to maximise your ROI: high-value customers in a market suffering from declining value
- Effectively managing the time and resource required Determining how to develop profitable incentives that will increase
Examining how to establish whether the customers who take up your service usage
loyalty programme would have been loyal regardless of the programme Understanding how to maintain the value of your customers at a time
for speaker updates, please visit: www.loyaltyandprofitability.com of disruptive and changing consumer behaviour
Determining how to develop cross-sell and up-sell campaigns that will
12:40 ExTENDED QUESTION & ANSwER SESSION: lock your customers into your network
How can you measure and increase the impact of your loyalty programme? Hugo Suidman, Marketing Director, KPN Mobile
INTERATIVE
SESSION Take advantage of this session to probe the question most critical to the success
of your loyalty programme: how can you measure loyalty? The presenter will
spend 15 minutes sharing their case study before opening up a brainstorming
session to identify and evaluate the key loyalty metrics.
Ellie Kirk, Head of Loyalty and Retention, Orange Group
Secure your place now, call: +44 (0) 20 7368 9737
5. CONfERENCE DAy ONE – TUESDAy 22ND MAy 2012 CONfERENCE DAy TwO – WEDNESDAy 23RD MAy 2012
16:15 Afternoon refreshments 08:30 Registration and coffee
Establishing how to calculate and maximise the impact of
16:45 09:00 Opening remarks by the Chair
CASE your customers’ expected lifetime value
Evaluating the pros and cons of using different methodologies for Determining how to use customer segmentation to more
STUDY 09:10
calculating the expected lifetime value of your customers effectively target your customers with personalised retention
Establishing how to calculate expected lifetime in a simple but coherent way
CASE and cross-sell campaigns
STUDY
Determining how to use the expected lifetime value metric and Determining how to establish clear objectives for your campaign in
method to support both the operational and strategic marketing teams order to define the most relevant segmentation criteria to use
Discussing a range of advanced thinking around evolving models Establishing how to collect the data for your campaign and ensure it
and applications of expected lifetime value is the most appropriate data to meet your objectives
Alain Glickman, Director of Customer Insights, Orange Group Understanding how to use your segmentation results to develop highly
relevant retention and cross-sell campaigns in order to maximise your ROI
17:25 PANEL DISCUSSION: Determining how to leverage automated trigger-based marketing campaigns to
INTERATIVE
How can I leverage my customer data to increase ARPU and target your customers with personalised offers at key points in their lifecycle
SESSION reduce churn? Jelena Stojanovic, Marketing & Sales Director, Telekom Srbija
What is the most relevant data to use when looking at customer loyalty
and profitability? 09:50Establishing how Virgin Media are using segmentation and
How can I use my customer data to gain a deeper understanding of profitability profiling to develop loyalty strategies for their
their behaviour and preferences? CASE PAyG customers
STUDY
How can I manage the volume of customer data required to ensure Establishing how Virgin Mobile are developing an investment matrix to assess
the success of any campaigns? the distribution and impact of current PAYG retention and loyalty budgets
How can I leverage my customer insight to develop highly relevant Determining how to use segmentation to develop short term and long
and personalised retention and cross-sell campaigns? term propositions to improve customer loyalty
How can I ensure my data is up-to-date in order to deliver timely campaigns? Scrutinising the key focus areas and initiatives for managing
Panellists include: PAYG profitability
Alain Glickman, Director of Customer Insights, Orange Group Darren Ball, Head of PAYG Retention & Loyalty, Virgin Mobile
for panellist updates, please visit: www.loyaltyandprofitability.com
10:30 ROUNDTABLE DISCUSSION SESSION:
18:10 Closing remarks from the Chair INTERATIVE How do you accurately establish and maximise the value and
SESSION profitability of your customers?
18:20 End of conference day one Delegates will have the opportunity to participate in two out of three discussion
sessions. At the end of each session, the facilitator for each group will
summarise the key findings before opening up the discussion to the floor.
Topic 1: How do you define and measure the value of your customers?
DON’T fORGET TO SIGN UP fOR THE Topic 2: How do you identify unprofitable customers and how do you
wORKSHOPS wHEN REGISTERING make them profitable?
Topic 3: How do you reduce the cost to serve your customers in order
fOR THE CONfERENCE to maximise profitability?
Secure your place now, call: +44 (0) 20 7368 9737
6. CONfERENCE DAy TwO – WEDNESDAy 23RD MAy 2012
11:10 Morning refreshments 13:50 Understanding how to manage the culture change to becoming a
customer-centric organisation in order to improve customer loyalty
11:40 Examining how to develop and leverage a churn prediction CASE Determining how to involve the whole organisation in a culture
STUDY
model in order to proactively prevent churn transformation programme and ensure that your employees understand
Establishing how to identify the behaviour that indicates that a their role in improving customer satisfaction and loyalty:
customer is likely to churn: - Organisation-wide training
- Dropped calls - Internal communications campaigns
- Declining service usage Establishing how to overcome resistance to change
- Low NPS Understanding how to improve communication between teams when
- Calls to a competitor or visits to their website launching new products in order to minimise the impact on churn and
Establishing how to analyse your churn prediction data in order to product cannibalisation
understand when a customer is likely to churn Paolo Menghini, Head of Retention, Telecom Italia
Determining how to act on the results of your churn prediction analysis
in time to reduce churn: Establishing how customer experience transformation increases
14:30
- Examining how to develop attractive “win-back” offers for customers
CASE customer loyalty: from detractors to promoters
with a high propensity to churn STUDY Cristina Zanchi, Chief Customer Loyalty Officer, Mobistar
Understanding how to establish when it is more profitable to let a for more information about this session, please visit:
customer churn www.loyaltyandprofitability.com
for speaker updates, please visit: www.loyaltyandprofitability.com
15:10 ROUNDTABLE DISCUSSION:
12:10 Establishing the journey to becoming a number 1 beloved brand: INTERATIVE How can you deliver an optimal customer experience and
“O2 can do” SESSION use it to drive customer loyalty?
CASE Examining why the future of brands is a fight for your customers’ love Delegates will have the opportunity to participate in two out of
STUDY
beyond reasons three discussion sessions. At the end of each session, the facilitator
Establishing the path to becoming a beloved brand by first and foremost for each group will summarise the key findings before opening up the
standing for something in the market that people really care about discussion to the floor.
Exploring what people really care about in their customer experiences: Topic 1: How can you organise a CEM programme and engage your
- Emotions employees to deliver a good customer experience?
- Feelings Topic 2: How can you manage your customers’ expectations in order
- Stories to ensure a good customer experience?
Tim Alexander, Vice President of Brand Management, Telefónica Topic 3: How can you drive the relationship between the customer
O2 Germany experience and customer loyalty?
12:50 Lunch 16:10 Afternoon refreshments
To book your place, email: telecoms@iqpc.co.uk
7. CONfERENCE DAy TwO – WEDNESDAy 23RD MAy 2012
16:40Establishing how to practice proactive customer retention and
CASE reduce the cost of your churn intervention
Determining how to achieve the shift from reactive retention to
STUDY
proactive retention POST-CONfERENCE wORKSHOP
Establishing how to reduce the cost of “false positives” before identifying
a real churner when using propensity modelling THURSDAy 24TH MAy 2012
Scrutinising the methods of further qualifying a person at high risk of churn: registration and coffee will begin at 09:30.
- Using unstructured data the workshop will take place between 10:00 and 16:00 with appropriate
- Asking customers directly and using NPS and other predictors of churn breaks for lunch and refreshments.
– can these be industrialised?
- Generalising from intermediate variables Discovering practical strategies and frameworks for radically
- Examining other high hit triggers such as transactional journey analytics improving your customer loyalty and retention
and billing enquiry In this practical workshop, you will learn about the principles of customer retention
- Looking at community risk from best practice operator case studies, and discover a proven framework to
Anthony O’Neill, Director of Insight & Analytics, Eircom prevent and manage churn, and achieve long-term profitable customer loyalty.
17:20 Understanding how to effectively engage with your customers This hands-on, interactive masterclass will cover:
and stimulate brand loyalty Scrutinising the retention cycle: Starting before acquisition and ending after churn.
CASE Determining which channel your customers want you to use to engage - It never ends: Examining closed-loop retention management
STUDY
with them: The OEN framework: Establishing the mechanisms of operational, emotional and
- SMS network-based customer engagement as a tool for consistent management of the
- Facebook retention cycle
- Email
- Post Loyalty programmes: Do they work? Understanding what to expect and how to get
- Twitter the most out of them
Establishing how to utilise social media to manage your brand reputation Understanding the social dimension: Social CRM, social communication and
and stimulate customer advocacy service channels, and social business models from a retention and loyalty
Learning how to adapt the language and tone of your communications to perspective
increase your engagement with different customer groups:
Led by: Vladimir Dimitroff, Senior Executive & Management Consultant,
- Youth segment
Prism Consulting
- Business and high value segment
Samo Ošina, Chief Marketing Officer, Telekom Slovenije Internationally recognised as a leading expert in customer strategy and customer
management, Vladimir Dimitroff has worked with over 20 operators in Europe,
18:00 Closing remarks from the Chair CIS and the Middle East. Many of these operators have become market leaders and
won prestigious awards. Vladimir is a co-founding member of the CRM Institute and
18:10 End of conference the Russian CRM Association, and a member of the ‘Mobile Future’ expert panel at
Oxford University.
COPYRIGHT Telecoms IQ 2012, Due to unforeseen circumstance the programme may
change and IQPC reserves the right to alter the venue and/or speakers
To book your place, email: telecoms@iqpc.co.uk
8. reasons you should sponsor Maximising customer Loyalty & profitability to improve your business:
Generate new qualified leads - Access motivated, authorised buyers at the point where they are making purchasing decisions to further their strategies
Demonstrate thought leadership - Take centre stage in front of a captive and targeted audience and demonstrate your expertise and market knowledge
Network with key decision makers and influencers - Gain face to face meetings with existing and potential clients
Position your company brand front of mind - Be the name that all operators think of when selecting vendors
Stand out from vendor delegates - Stand out on an elevated platform with a heightened presence. Be seen as 'front of mind'.
Be the 'go to' first company through maximum recognition at the event.
Gain competitive advantage - Have direct influence on selection criteria
"We've had some great discussion with operators that we haven’t spoken to before about some great initiatives as well
as making some great introductions on the global operator base that you’ve had here." MDS, Chief Marketing Officer
For more information on sponsorship opportunities “It’s been a great event, it’s always a good size event for us which
please contact: Mark Lee, project Manager, telecoms iQ is a good chance for you to network, to meet a lot of people.”
t: +44 (0) 20 7368 9434 e: sponsor@iqpc.co.uk Alcatel-Lucent, Director Solutions Marketing
Sponsors Media Partners
yOU wILL MEET AND NETwORK wITH: SHARE yOUR IDEAS
CXOs, VPs, Directors, Departmental Heads, Managers and Experts of:
Follow us on Twitter @Telecomsforum
Loyalty Western europe 30%
Retention eastern europe 50%
Marketing Scandinavia 5% Join our Linkedin group “Telecoms Networking forum”
Customer Base Management
Customer Value Management Middle east 15%
For more information on the conference programme
Customer Insights & Advocacy and speaking opportunities, contact:
Churn Management
Customer Experience Julie Coates, Conference Producer, Telecoms IQ
Brand +44 (0) 20 7368 9769 Email: julie.coates@iqpc.co.uk
Customer Service
Register now @ www.loyaltyandprofitability.com