Learn how to engage your employees to deliver a consistent end-to-end customer experience and develop a CEM strategy that will drive tangible results

1. SAVE UP TO €300! Lead Sponsor: 24 inspiring CEM
ReGisTeR and pay By
13 JanuaRy 2012 case studies led
Customer
by CMOs, VPs and
Customer Experience
Directors!
Experience
Management
Your key challenges
addressed:
Drive tangible results from
in Telecoms
your customer experience
programme both in the short-
term and long-term
Engage your employees at all
levels to improve the customer
23rd - 26th January 2012 • Grand Connaught Rooms, London experience across every touch
point
Learn how to engage your employees to deliver a Break down departmental silos
consistent end-to-end customer experience and and deliver an integrated and
develop a CEM strategy that will drive tangible results consistent approach to customer
experience
24 key Operator case studies from Europe Differentiate your CEM
and The Middle East, led by: programme and find new
ways to exceed your customers’
Vice President of Customer Experience, TdC denmark
expectations
Customer Experience Director, Telefónica sa and
Use social media to improve
Telefónica europe
the customer experience and
Chief Marketing Officer, Telefónica O2 ireland proactively manage your brand
Chief Marketing Officer, Telekom serbia reputation
Senior Vice President, Marketing & Customer Experience, du “When operators are
under huge cost pressure,
Chief Customer Officer, Tp Group, poland
it is more critical than
Director of Customer Experience Measurement & ever to learn about
Improvement, Teliasonera successful CEM tools.
You think you know
Head of Customer Insight, Vodafone ireland all the best tools and
Head of Best Experience, swisscom effective methodologies?
At the CEM in Telecoms
Customer Experience Director, BT Conference, you will be
surprised how much value
Take advantage of the additional learning opportunities: it can bring you!”
pre-Conference Workshop – Monday 23rd January 2012 Csaba Böthe, Director of
Customer Contacts and
Examining how to radically improve your 'Customer Experience Readiness' Operation Support,
Led by stephen Blanchette, Founder & Consultant-Coach, LeapQ Magyar Telekom
Associate
Sponsors:
Register now @ www.customerexperienceevent.com

2. Customer Experience Learn from a world-class
Management in Telecoms speaker panel led by:
All operators agree that the customer experience is the only way
to differentiate yourself in a highly competitive marketplace. By
Arjun Seth, Customer Experience Director, BT
delivering an optimal customer experience, you can radically Francesca Rea, Customer Services Director, Cable
reduce churn, increase ARPU and drive down operational costs. & Wireless Worldwide
However, are you overwhelmed by the organisational Jan Gottstein, Head of Quality & Customer Satisfaction,
transformation required to become a truly customer-centric
Deutsche Telekom
organisation? Or do you want to know how to push the
boundaries of your customer experience programme to maximise Subhra Das, Senior Vice President of Marketing
profitability and exceed customer expectations? & Customer Experience, Du
Attending Telecoms IQ’s 3rd Customer Experience Management Csaba Böthe, Director of Customer Contacts
in Telecoms event will provide you with the answers to these business and Operation Support, Magyar Telekom
critical questions.
Krisztián Horovitz, Deputy Director of Marketing,
Discover how to develop a business case for your customer Magyar Telekom
experience programme that justifies CEM as a ‘must-have’ and
secures top-level buy-in. You will also hear inspiring ways of engaging Marc Anné, Vice President of Customer Insight
your staff at all levels and how to embed customer-centricity into the & Advocacy, Orange Business Services
heart of your company.
Christina Taylor, Head of Best Experience, Swisscom
Crucially, you will learn from proven examples of how customer
experience programmes have delivered a tangible increase in Alexandra Korman, Vice President of Market Segment,
customer retention and driven all-important profitability. T-Mobile Czech Republic
Plus, hear from world-class examples of how to differentiate your Tomas Lykke Nielsen, Vice President of Customer
brand in an increasingly homogenous market and use it to emotionally Experience, TDC Denmark
engage your customers and secure their loyalty.
Jonnie Cahill, Chief Marketing Officer,
You will benefit from innovative case studies from the operators Telefónica O2 Ireland
leading the way in customer experience management, including:
Telefónica O2 Ireland, Du, TDC Denmark, Swisscom, BT, TeliaSonera Graham Webster, Customer Experience Director,
and Deutsche Telekom. Telefónica SA and Telefónica Europe
Reserve your place today if you want to bring back to your Vladimir Lucic, Chief Marketing Officer,
organisation practical lessons on how to differentiate your customer Telekom Serbia
experience programme and use it to drive profitability!
Michel Defloor, Marketing Director, Telenet Belgium
Call: +44 (0) 20 7368 9737 or email: telecoms@iqpc.co.uk
Marek Sláčík, Chief Marketing Officer, Telenor Serbia
I look forward to seeing you in January!
Jarmo Kortelahti, Director of Customer Experience
PS : Save
up to €3 00 !
Measurement and Improvement, TeliaSonera
Book and pay by Lena Pierre, Director of Customer Relationship
13 January Management, TeliaSonera Sweden
2012
Julie Coates Piotr Gajek, Chief Customer Officer, TP Group Poland
Conference Producer
Customer Experience Management in Telecoms Lale Saral Develioglu, Chief International Businesses
ps. Visit the event download centre for your free customer experience reports,
Officer (Former Chief Marketing Officer), Turkcell
articles and interviews! www.customerexperienceevent.com
Meltem Sahin, Customer Experience Division Head,
Turkcell
Follow Telecoms IQ @TelecomsForum to keep up Raymond Löhr, Vice President of Customer Experience,
to date with news and developments in Customer
Experience Management in Telecoms #CeMiQ
UPC Broadband
Miroslaw Suszek, Chief Operating Officer, UPC Poland
Join Telecoms Networking Forum on LinkedIn
Bob Buiaroski, Global Head of Converged Products
Find out more about the latest developments in
Telecoms IQ conferences and industry news with & Services, Vodafone
the new Telecoms IQ blog
http://telecomsiq.wordpress.com Paul Allen, Head of Customer Insight, Vodafone
Ireland
For more information on the conference programme and
speaking opportunities, contact: Julie Coates, Conference Alessandro Lacovara, Head of Online Consumer,
producer, Telecoms iQ +44 (0) 20 7368 9769 Vodafone Italy
email: telecoms@iqpc.co.uk
Register now @ www.customerexperienceevent.com

3. Reasons you should sponsor Customer Experience
Management in Telecoms 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
Feedback from past sponsors:
“It’s been a great event and a good size event for us, which is a good
chance for you to network and to meet a lot of people.”
alcatel-Lucent, director solutions Marketing
“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 please contact:
paul Williamson, project Manager, Telecoms iQ – T: +44 (0) 20 7368 9734 e: sponsor@iqpc.co.uk
Lead Sponsors:
Sponsor:
You will meet and network with:
CxOs, VPs, Directors, Departmental Heads, Managers and Experts of:
Western Europe 60%
• Marketing • Brand Management Eastern Europe 24%
• Customer Experience • Quality & Customer Scandinavia 7%
• Commercial Operations Satisfaction
Middle East 4%
• Customer Care • Customer Insight
APAC 3%
• Customer Services • User Experience
• Contact Centres • Customer Retention & Loyalty North America 2%
• Customer Support • Customer Operations
View exclusive footage from CeM in Telecoms
www.customerexperienceevent.com Media Partners:
CLICK
HERE
Register now @ www.customerexperienceevent.com

4. Top five reasons to attend Case studies not to be missed:
Customer Experience
Management in Telecoms: Learn how BT have driven a successful
organisational change programme that has
Hear from a world-class, operator led increased “right first time” rates by 50%
speaker panel of 26 CMOs, VPs, Directors
and Departmental Heads in charge of the Discover how Telefónica O2 are
customer experience differentiating their brand in a saturated
market and establishing an emotional
Learn from proven case studies how to connection with their customers
improve the customer experience whilst
increasing your profitability and reducing Understand how Du are successfully
operational costs breaking down departmental silos in
order to deliver a consistent and seamless
Gain first-hand insight into the initiatives customer experience across all
that will successfully engage your staff to touch points
improve the customer experience across all
touch points Determine how Vodafone Ireland are
engaging front line teams to drive up NPS
Understand how to differentiate your brand scores using performance based metrics
in a saturated market and find new ways to
exceed your customers’ expectations Examine how Telekom Serbia have
developed an innovative governance
Benchmark your initiatives with other model and road map to ensure the long
industries who are leading the way in CEM term delivery of their customer experience
through an interactive cross-industry panel programme
Pre-Conference Workshop
Monday 23rd January 2012
Registration and coffee will begin at 09:30.
The workshop will take place between 10:00 and 16:00 with appropriate breaks for lunch and refreshments.
Examining how to radically improve your 'Customer Experience Readiness'
Most customer experience programmes fail because organisations do not consider the underlying
enablers that need to be in place in order to execute them successfully. This practical, interactive workshop
will introduce you to seven areas of Customer Experience Readiness and invite you to complete a self-
assessment to identify current gaps in your strategy. By sharing case studies and best practices, you will
be able to develop your own action plans for closing these gaps and improving your organisation's likelihood
of success.
agenda:
• Determining what ‘Customer Experience Readiness’ looks like (and what it does not look like) by drawing
on two illustrative case studies
• Undertaking an individual self-assessment based on 20 specific enablers within the seven areas of
CE readiness
• Discussing and prioritising the most common gaps amongst participants based on their self-assessments
• Sharing relevant best practice examples that demonstrate what some of the world’s most successful
customer experience practitioners are doing
• Facilitating the development of individual action plans aimed at closing gaps and gaining traction
Led by: stephen Blanchette, Founder & Consultant-Coach, LeapQ
Stephen is a 360-degree, end-to-end brand and customer experience specialist with over 20 years of multi-national experience
in the field of brand and customer experience management.
Prior to founding LeapQ, Stephen held director-level positions in some of Europe's leading telecoms companies, where his
responsibilities included brand strategy, communications, customer and employee experience, marketing, insights and intelligence.
Register now @ www.customerexperienceevent.com

5. Conference Day One: Tuesday 24th January 2012
08 :30 Registration and coffee 11:20 determining how to systematically measure,
CA SE report and improve the customer experience DownloaD
08 :55 Welcome address STUDY
• Understanding how to measure and report your exclusive
Julie Coates, Conference Producer, Telecoms iQ the customer experience with integrity poDcast with
JarMo
09 : 00 Opening remarks from the Chair: • Determining how to establish actionable KPIs Kortelahti
per Blom, Head of Consulting, ericsson in order to improve the customer experience
Followed by a speed networking session • Scrutinising the role of management in leading and
prioritising improvements in the customer experience
dRiVinG ORGanisaTiOnaL ChanGe • Examining how to reduce unnecessary contact with your
09 :20 determining how BT are driving an organisational customers to improve the customer experience and reduce cost
change programme that is significantly improving • Determining how to establish a common corporate way
CA SE
STUDY
the customer experience to continuously improve the customer experience
• Examining how BT have successfully redesigned their Jarmo Kortelahti, Director of Customer Experience
organisation from the ground up in order to deliver their Measurement & Improvement, Teliasonera
desired customer experience: 11:50 establishing how to develop intelligent customer
- Developing new roles and responsibilities engagement strategies that maximise profitability
- Business process re-design and retention whilst reducing costs
- Re-organising front line teams LivePerson will explain how intelligently engaging
- Re-organising operations teams customers whilst they are online can transform the
- Establishing training programmes customer experience. This session will discuss how
• Understanding how BT developed customer-centric leading Telecoms brands are implementing customer
performance metrics and empowered their employees to experience management strategies that leverage the
encourage the right behavior benefits of the online channel.
• Establishing how BT managed to improve their “right first • Determining how to monitor online customer behavior
time” rates by 50% as a result of their change programme and segment and target visitors in real time
arjun seth, Customer Experience Director, BT • Examining how to drive incremental revenue by increasing
09 :50 discovering how to differentiate your customer browser to buyer conversion rates, maximising ARPU
experiences by finding new ways to surprise your and lifetime value
CA SE
STUDY
customers and exceed their expectations • Understanding how to deflect costly call volumes whilst
• Understanding the journey to delivering emotional maintaining First Contact Resolution Rates and customer
engagement with your customers and creating “fans” service expectations
• Determining how to deliver emotional engagement • Establishing how to deliver CSAT >90% and NPS +25 and more
through branded customer experiences • Determining how to integrate online customer service and social
• Examining how to leverage the touchpoints and media to create fans and a brand that customers rave about
“moments of truth” to improve the customer experience: Chris humphris, Telecoms Account Executive, Liveperson
- Designing the customer experience throughout the 12 :10 Roundtable discussion session: What are the most
customer lifecycle and across the key drivers of loyalty INTERACTIVE effective ways of measuring and monitoring the
- Examining a line installation example that illustrates SESSION
customer experience?
the physical and emotional aspects of the customer Delegates will have the opportunity to participate in two
experience out of three discussion sessions. At the end of each
• Exploring insight-based initiatives to create differentiation session, the facilitator for each group will summarise the
and loyalty: key findings before opening up the discussion to the floor.
- Treating existing customers better than new customers Topic 1: What criteria should you use to effectively measure
- Innovative Reward programmes the customer experience?
- Using sponsorship in innovative ways to create Topic 2: How do you measure customer advocacy and
emotional engagement and loyalty emotion and use this information to understand the
Graham Webster, Customer Experience Director, customer experience?
Telefonica sa and Telefonica europe Topic 3: How often should you collect and monitor
10 :20 Turning your customer experience programme into your customer experience data and how can you do this
CA SE a company-wide initiative in a systematic and sustainable way?
STUDY
• Learning how to brand and package your customer 13:10 Lunch
experience initiative
• Understanding how to ensure top-level buy-in and eMpLOyee enGaGeMenT
involvement 14:10 desktop matters: understanding how to improve agent
• Establishing how to secure company-wide acceptance satisfaction to drive customer experience
• Determing how to make customer experience a strategic In most contact centres, the agents face a daunting task.
priority and how to set smart targets and KPIs They are out on the front lines, often with minimal training,
• Exploring how to continuously monitor your progress expected to be knowledgeable not only in your products
and share this information with the rest of the company and services, but also in finding their way through
• Understanding how to sustain employee involvement many different applications and processes. All the while
and commitment your customer is getting irritated about the long call time or
Meltem sahin, Customer Experience Division Head, being transferred from one agent to the other.
Turkcell & Lale saral develioglu, Chief International How do you provide a superior customer experience while
Businesses Officer under pressure to cut costs? The only way is by taking care
(Former Chief Marketing Officer), Turkcell of your agents first. This involves rapid access to relevant
10 :50 Morning refreshments information, intuitive UI to simplify and optimize navigation,
and minimal learning so that agents can resolve issues
without transferring calls. Learn about how service
providers across the world are leveraging best practices
to simplify the life of agents, leading to enhanced agent
satisfaction and customer experience.
anat Grynberg, Product Marketing, amdocs
For your booking enquiries you can email us now: telecoms@iqpc.co.uk

6. Conference Day One: Tuesday 24th January 2012
14:30 Learning how to develop Kpis for your customer • Understanding how to improve relationships between
CA SE experience programme based on the key needs and departments:
STUDY
expectations of your customers - Establishing speed networking initiatives to facilitate
• Establishing how to evolve your KPIs to take into account cross-functional communication and bring to life an
your customer experience measurements: understanding of the end-to-end customer experience
- Examining how to turn your brand values into • Determining how to establish a governance system for
actionable KPIs your brand values to ensure they are consistently
• Determining how to ensure that your KPIs reflect your delivered at every touch point
strategic objectives: subhra das, Senior Vice President, Marketing & Customer
- Customer acquisition Experience, du
- Reduced churn
- Reduced complaints 15:50 afternoon refreshments
- Increased gross profitability 16:20 determining how to engage employees and senior
• Establishing how to develop and leverage tools such management to drive consistent customer experiences
CA SE
as balanced scorecards and dashboards to monitor STUDY across all touch points
performance and drive continuous improvement • Understanding how to put empathy at the centre of your
• Understanding how to engage your organisation to deliver product and service development
on your selected KPIs • Establishing how to close the gap between the design
Tomas Lykke nielsen, Vice President of Customer and the reality of the customer journey
Experience, TdC denmark • Examining how to build a culture and capability
15: 00 determining how to build a better customer experience framework for creating and maintaining compelling
with business analytics customer experiences
CA SE
STUDY
The impact of data running across the service delivery andreas erbe, Head of Design Academy & Experience
ecosystem on customer experience can be profound Design Coach, swisscom
for operators. With many systems involved across 16:50 exploring how to engage employees in improving the
the service delivery supply chain, points of failure or customer experience across all touch points
CA SE
underperformance can directly impact the quality and STUDY • Establishing how to foster an organisational culture
level of service a customer receives. Identifying the route that makes the customer experience relevant to staff
cause and correlations that need action in order to build at all levels
a compelling customer experience can be difficult, so • Understanding how to implement initiatives to facilitate
new generation discovery driven analytics is needed to staff feedback and ensure that they feel they are
drive improvement and sustainable control across being heard
operator business processes. • Determining how to use employee awards as a tool to
You will learn: optimise the customer experience
• How to drive a deeper understanding of how data across • Discovering how to incentivise staff to design innovative
business processes impacts customer experience customer experience solutions
• Examples of how operators have used discovery driven • Understanding how to establish a continuous
business analytics to drive customer experience improvement loop to ensure sustainable progress
improvement Miroslaw suszek, Chief Operating Officer, upC poland
• How to add sustainable analytic business controls to
the service assurance process 17:20 Cross-industry panel discussion: how can you develop
• What operators need to do to ensure that data, INTERACTIVE
a profitable customer experience strategy that drives
processes and systems are assured to drive a new level
SESSION
customer loyalty?
of customer experience • How do you build the business case for your customer
Matt hooper, Chief Marketing Officer, Mds experience strategy and secure C-Level buy-in?
• How can CEM programmes deliver an ROI and how do
15:20 scrutinising how to break down departmental silos you maximise it?
CA SE
and deliver an integrated and consistent approach • How can you design an optimal customer experience
STUDY to customer experience management strategy?
• Determining how to change the structure of your • How can you link the customer experience to your brand
organisation to deliver a consistent, seamless and values and make these values real and operational?
sustainable customer experience: • How can you establish and drive the relationship between
- Processes customer experience and customer loyalty?
- Operational models panellists include:
- Job roles and competencies derek allison, Head of Consumer Centricity, sony uK
• Identifying the role of senior management in bringing dug Falby, Former Head of Customer Experience,
about a customer-centric culture change dixons stores Group
• Understanding how to manage the transition from John Gilbert, Consultant and Former Customer &
a business-centric culture to a customer-centric culture Operational Excellence Director, aviva
and how to track the progress of your transformation Liana dinghile, Group Strategy Director EMEA,
programme siegel+Gale
• Examining how to drive accountability and ownership Jonnie Cahill, Chief Marketing Officer, Telefónica
at every step of the customer journey and across O 2 ireland
every department: Claire Kavanagh, CRM Manager, Giffgaff
- Identifying the role of “touch point champions” to take
responsibility for each touch point 18 :10 Closing remarks from the Chair
• Evaluating different initiatives for breaking down siloed 18 :20 networking drinks reception
thinking in your organisation
• Determining how to stimulate communication between
departments:
- Organising staff exchange programmes in order to
understand how different departments work and what
their impact is on the customer experience
For your booking enquiries you can email us now: telecoms@iqpc.co.uk

7. Conference Day Two: Wednesday 25th January 2012
08 :30 Registration and coffee • Leveraging the results of the journey mapping process to
make internal efficiencies:
09 : 00 Opening remarks from the Chair - Identifying opportunities to reduce calls to the call centre
• Determining how to bring your customer journey mapping
JusTiFyinG The Business Case to life and embed it into your organisation:
- Ensuring ownership and accountability
09 :10 exploring how to develop a compelling business case
• Establishing the importance of gaining CEO buy-in when
for your customer experience programme, secure top
CA SE implementing your customer journey mapping and
STUDY
level buy-in and involve the whole organisation
understanding how to achieve this
• Examining how to develop a business case for your
Bob Buiaroski, Global Head of Converged Products
customer experience management programme that
& Services, Vodafone
justifies CEM as a ‘must have’ as opposed to a ‘nice
to have’ daTa anaLyTiCs
• Determining how to set clear goals and establish
measurable and ambitious objectives 11:30 panel discussion: how can you leverage your customer
• Learning how to create a top-down and bottom-up INTERACTIVE data to proactively improve the customer experience?
engagement approach SESSION
• How can you manage the quantity of data and decide
• Understanding how to establish hard and soft motivation which data to use to understand and optimise the
triggers: customer experience?
- Management by Objectives (MBO) • How can you use your data to gain a better
- Organisational culture change understanding of your customers’ behaviour?
piotr Gajek, Chief Customer Officer, Tp Group, poland • How should you act on your data analysis and insights
in order to improve the customer experience?
09 :40 determining how to drive tangible results from your • How can you leverage network analytics to detect and
CA SE customer experience programme proactively resolve a customer’s problem before their
STUDY
• Exploring how to demonstrate the link between the satisfaction rate falls?
investment made in your customer experience programme steve Jolly, Head of Connected World, Telefónica O 2 uK
and increased retention and profitability: sean Timiney, Managing Director – Mobile Solutions,
- Improved NPS scores - Reduced operating costs Compuware
• Developing and implementing lean initiatives to improve
the customer experience whilst lowering operational costs 12 :10 understanding how to leverage analytics of combined
• Establishing how to monitor the performance of your network and customer data in order to be customer
customer experience strategy and determine how and centric in problem resolutions
when you will start to see results:
- Short-term: stefan Jung, Strategic Product Manager, ericsson
- Reducing calls to the call centre 12 :30 Lunch
- Reducing the number of call centre agents
- Improving NPS scores and customer satisfaction 13:30 evaluating the risks and opportunities presented by the
- Long-term: implementation of a new CeM strategy
CA SE
- Reducing churn as a result of NPS gains STUDY
This presentation will uncover the experiences and key lessons learnt
- Acquiring new customers during the implementation of a major project focused on improving the
• Understanding how to establish and sustain a close end-to-end ordering process in the German market.
relationship with the financial department to optimise the • Determining how to choose the “moment of truth”
success of your customer experience programme • Establishing how to identify your experience gaps and
For speaker updates, please visit: then design the customer experience
www.customerexperienceevent.com • Understanding how to prove the impact of your CEM
strategy and address any intra-organisational doubts
10 : 00 understanding how to use the customer experience to • Learning how to implement customer experience initiatives
CA SE
dramatically increase your revenues and increase that are measurable
STUDY customer retention and recommendation rates • Examining how to overcome the challenges of
• Do we really care? Benchmarking the industry’s customer implementing your CEM strategy
experience efforts • Establishing how to ensure that your CEM strategy is
• Examining the tools and techniques that can be used to sustainable
quantify the customer experience Jan Gottstein, Head of Quality & Customer Satisfaction,
• Establishing how to take an evidence-based approach to deutsche Telekom
managing the performance of your call centre agents
• Exploring the benefits of using churn propensity modelling CusTOMeR enGaGeMenT
to grow your revenues and retain your customers
Raymond Löhr, Vice President Customer Experience, 14: 00 establishing how to meet customers’ expectations
upC Broadband for cross-channel consistency
• Determining how to understand subscriber sentiment
10 :30 Morning refreshments and its impact on loyalty
• Establishing the importance of knowing the customer
11: 00 examining how to use customer journey mapping to lifecycle and how to incorporate multi-channel into
CA SE improve the quality of the customer experience across each touchpoint
STUDY
all your touch points • Examining key learnings from telecom industry leaders
• Understanding how to define minimum standards for the • Connecting experience with the value derived against
customer experience: important KPIs
- Ensuring customers get what they want, when they want Lara Valverde, director, Telecom Industry Marketing,
it and through their channel of choice Rightnow
• Determining how to map the customer journey in the most
effective way
Register now @ www.customerexperienceevent.com

8. Conference Day Two: Wednesday 25th January 2012
14:20 exploring how to use the results from your voice of the 16:40 The 3 i’s of intelligent agent-driven customer care:
CA SE customer campaigns to design customer-centric extending CRM to smart devices
STUDY
products, services and campaigns • Establishing the need for insightful solutions in the call
• Establishing how to leverage the voice of the customer centre and in consumers’ hands; solutions that help to
to design product and service bundles that are simple and
reduce complexity and increase efficiency
customer friendly
- Ensuring that you do not disregard customer feedback • Determining the need for intuitive tools; tools that are
that you may not agree with easy to deploy, require minimal training, were designed
• Understanding how to test the usability and user for ease of use, and that simultaneously engage and
acceptance of your products and services and use the empower care agents
results to drive enhancements • Examining the need for impactful care strategies;
• Determining how to develop bundles that can evolve with strategies that increase first call resolution by tier 1
the changing needs of the customer: agents, increase Net Promoter Scores, and that take
- Ensuring the flexibility required to adapt your bundles advantage of the increasing power of the cloud (SaaS)
to the rapidly evolving technology trends and
John Fazio, Chief Executive Officer, innopath software
customer demands
• Using the voice of the customer to develop targeted
17: 00 understanding how to personalise your customer
marketing campaigns that will drive sales calls and footfall
in retail stores: CA SE service and radically improve the way in which your
STUDY
- Balancing this with the need for a quick campaign launch staff respond to increasingly complex customer queries
• Determining how to co-ordinate your campaigns with the • Determining how to enable your call centre agents to
relevant internal departments to ensure there are no deliver a personalised service to your customers:
conflicts that will impact on the customer experience - Case study from a Cable & Wireless Worldwide
Vladimir Lucic, Chief Marketing Officer, Telekom serbia implementation for a major customer
• Learning how to balance the personalisation of customer
14:50 examining how to put the customer at the heart of
your network service with the cost of delivering this and determining
CA SE
STUDY
• Establishing why optimal customer experience how to ensure an ROI
depends upon bridging the gap between the business • Establishing how to improve your call centre problem
and the network solving capabilities beyond a transactional relationship
• Discovering what the network tells you about your with the customer:
customers: people, behaviours, locations and handsets - Determining how to equip frontline agents with the tools
• Understanding how you can capture and leverage this and information they need to achieve this
network data across the business for deeper customer
• Exploring how to enable your call centre staff to gain
insight and improved customer loyalty and retention
• Examining the customer experience improvements access to your back-office experts to ensure the right
realized by operators to date people are available at the right time to solve a
neil Coleman, Director of Global Marketing, actix customer’s problem
Francesca Rea, Customer Services Director, Cable
15:10 understanding how T-Mobile Czech Republic & Wireless Worldwide
CA SE
are leveraging their customer insights to drive
STUDY
improvements in the customer experience 17:30 panel discussion: how can you leverage your
This presentation will focus on how T-Mobile Czech INTERACTIVE customers’ interactions across multiple channels to
Republic are optimising their customer intelligence in order SESSION
proactively improve the customer experience?
to develop a deep understanding of the needs and
• How can your customers’ sales and service journeys
expectations of their customer base. The speaker will also
explore how to turn your customer insight into an actionable help you to understand and optimise the customer
customer experience improvement strategy. experience?
alexandra Korman, Vice President Market Segment – • How can you ensure an optimal and consistent customer
Residential, T-Mobile Czech Republic experience across multiple channels?
• How can you support the end-user journey across touch
15:40 afternoon refreshments points to secure satisfaction?
CusTOMeR seRViCe • How can you use your data to gain a better understanding
of your customers’ behaviour?
16:10 determining how to engage your front line teams to • What is the role of shared knowledge in improving the
CA SE drive up your nps scores customer experience?
STUDY
• Identifying the most important channel KPIs for driving • How can you leverage a customer’s actions and history
customer advocacy
to detect and proactively resolve a customer’s problem
• Establishing how to engage front line teams around
customer experience metrics before their satisfaction rate falls?
• Examining how to manage advocacy through ian Jones, Head of Strategic Solutions, eGain
performance-based metrics
• Understanding how to drive continuous improvement from 18 :20 Closing remarks from the Chair
your front line channels
paul allen, Head of Customer Insight, Vodafone ireland 18 :30 end of Conference day Two
Register now @ www.customerexperienceevent.com

9. Conference Day Three: Thursday 26th January 2012
08:30 Registration and coffee • Determining how to leverage the customer experience to
09: 00 Opening remarks from the Chair increase customer loyalty:
- Is it possible to do this?
diFFeRenTiaTinG yOuR BRand • Establishing how to predict a customer’s propensity to churn
09:10 examining how to stimulate brand affinity and radically based on their customer experience and how to act on this to
improve your relationship with your customers prevent churn
CA SE • Determining how to ensure high customer satisfaction at the
STUDY • Determining how to take a 360 degree approach to
driving customer loyalty that takes into account price, DownloaD beginning of the customer lifecycle in order to optimise retention
value and brand affinity your exclusive • Establishing what mechanisms exist to lock in customers to
• Establishing how to differentiate your brand in poDcast with your network
an increasingly homogenous and saturated Jonnie cahill Lena pierre, Director of Customer Relationship Management,
telecoms market: Teliasonera sweden
- It’s all about "Share of Voice" right? 12 :20 Roundtable discussion session: What should be the link between
• Examining how to align your brand with your strategic priorities the value of your customer and the investment made in improving
• Learning how to use your brand and its assets to establish an INTERACTIVE
SESSION their customer experience?
emotional connection with your customers Delegates will have the opportunity to participate in two out of three
• From branding things to building things: Scrutinising the role of discussion sessions. At the end of each session, the facilitator for
leadership and its impact on customer retention and profitability each group will summarise the key findings before opening up the
• From costs to investments: Exploring brand investment as a profit discussion to the floor.
generator and examining the significant ROI that Telefónica O 2 Topic 1: To what extent should you focus your efforts on migrating
Ireland have secured through their sponsorship activities your low value customers into high value customers?
Jonnie Cahill, Chief Marketing Officer, Telefónica O 2 ireland Topic 2: How much effort should you spend on retaining your high value
09:40 establishing how Telenor serbia are differentiating their brand customers?
values and ensuring the long-term delivery of their customer Topic 3: How can you improve your service efficiency for your
CA SE low value segments without compromising the quality of the
STUDY experience programme
• Determining how Telenor Serbia have defined and customer experience?
differentiated their brand position 13:10 Lunch
• Establishing how Telenor Serbia are building a customer experience
governance model to track and manage the consistent delivery of CusTOMeR expeRienCe FOR The Business seGMenT
its brand values across all touch points: 14:10 determining how to use a single Kpi to drive a company-wide
- Engaging internal and external stakeholders: focus on the customer experience for your business customers
CA SE
- Frontline channels - Employees STUDY • Managing the challenges of identifying and understanding the
- Senior management needs of your business customers
• Examining how Telenor Serbia are ensuring the long-term delivery • Understanding how to mobilise your organisation to improve the
of their brand values and customer experience programme: customer experience for your business customers:
- Using a scoring system to prioritise projects based on the impact - Determining how to use customer loyalty as a key metric
on the customer experience • Establishing how to improve the in-life customer experience of your
- Developing a road map to plan and manage the long business customers and drive customer advocacy
term strategy of the customer experience programme • Scrutinising examples of initiatives that have been implemented at
Marek sláčík, Chief Marketing Officer, Telenor serbia Telenet Belgium to improve the customer experience throughout
10 :10 establishing how to accurately measure your customers’ true the customer lifecycle
mobile data experience – not just their network performance Michel defloor, Marketing Director, Telenet Belgium
Within the next 24 months, mobile data customers will be more 14:40 identifying and overcoming the challenges of developing effective
important to the wireless operator’s business than their voice CA SE
customer experience programmes for your business customers
customers. Current CEM solutions often lack one vital ingredient STUDY • Learning how to develop effective loyalty improvement
– the ability to measure the true, real-time experience on the programmes for your business customers
mobile data services customers use most frequently. In this session, • Determining how to report the results of your customer experience
you will discover how the mobile data customer experience has been programme to your customers and to your senior management:
impacted by problems that operators’ existing CEM solutions did not - How to distinguish which bad experiences are worth investigating
detect. Topics include: - How to present data about bad customer experiences and
• Examining how wireless data customer expectations are being action these
shaped by the content and services they access most frequently - How to disseminate stories of positive customer
• Understanding the business impact of a poor end-user experience experiences internally and externally
• Establishing the business value of measuring service quality • Examining how to use customer journey mapping to improve the
from the true end-user perspective, not just from data based on quality of the customer experience across all touch points by
network performance delivering an integrated approach whilst breaking down
david Bailey, Sector Manager – Mobile Solutions, Compuware process silos
10 :30 Morning refreshments • Understanding how to design a personalised customer journey and
develop solutions in collaboration with your business customers in order
BuiLdinG a ReLaTiOnship WiTh yOuR CusTOMeRs to meet their needs
11: 00 From online customer experience to “multi-modal experience • Exploring how to deliver greater value for money for your
marketing” business customers
CA SE
STUDY • Understanding Vodafone Italy’s multi-modal experience strategy Marc anné, Vice President Customer Insight & Advocacy, Orange
• Scrutinising the peformance KPIs that Vodafone Italy are using: Business services
- Conversion rates - Click-through rates - Lead generation rates 15:10 “My T-systems”: a big step forward in self-care for enterprises
- Activity rates - Engagement rates - NPS and sMes at Magyar Telekom
- Online sentiment and reputation data CA SE
STUDY • Establishing why and how Magyar Telekom decided to introduce
• Examining Vodafone Italy’s Countdown case study - an innovative Hungary’s first-ever, single sign-on self-care portal for enterprise
web sales channel that promotes special offers on products and and SME customers
services to all customers • Understanding how Magyar Telekom developed and introduced
• Scrutinising Vodafone Italy’s in-house social media marketing and the My T-Systems portal:
“social caring” strategy - Examining the portal’s functionality and the design
• Exploring the Vodafone Lab - a web community where brand - Overcoming the difficulties that occurred during the development
enthusiasts exchange information and use forums, blogs and wikis • Determining the go-to-market strategy for My T-Systems:
to diffuse and promote Vodafone values - Scrutinising the technical introduction
alessandro Lacovara, Head of Online Consumer, Vodafone italy - Examining the marketing campaigns that were developed:
11:30 Customer service is the new marketing: establishing how - Print and online adverts - PR articles - DM campaign
to leverage social media to optimise your customer • Evaluating the market response to My T-Systems:
CA SE - Usage statistics
STUDY service offering
• Understanding how customer service is changing: from - Feedback from customers and market specialists
one-to-one to shared Csaba Böthe, Director of Customer Contacts and Operation
• Establishing how to build your own community to reduce costs and Support, Magyar Telekom
improve satisfaction & Krisztián horovitz, Deputy Director of Marketing, Magyar
- What platform should you use? Telekom
- What kind of dialogue should you adopt? 15:40 Closing remarks from the Chair
- How many human resources do you need?
• Examining how to engage with customers through new contact 15:50 end of conference
channels: the digital contact centre
• Discussing examples of successful implementations
- Evaluating the ROI don’t forget to sign up for the
stephane Lee, CEO & Co-Founder, dimelo
11:50 determining how to drive the relationship between customer workshop day when registering
experience and customer loyalty
• Scrutinising the relationship between customer experience and
for the conference!
customer loyalty COPYRIGHT Telecoms IQ 2011, Due to unforeseen circumstance the programme
may change and IQPC reserves the right to alter the venue and/or speakers
For your booking enquiries contact us on +44 (0) 20 7368 9737

10. Customer Experience 5 WAYS TO REGISTER
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