Opening remarks from the Chair

Customer Winback strategies – lessons learnt

A presentation highlighting the lessons BT have learnt from their Winback strategies, including:

• Developing a successful strategy
• Project delivery and coordinating implementation
• Measuring the results and success of a Winback strategy

Aly Richards
Head of CRM Strategy Development
O2 UK

Conversations with customers – putting the ‘R’ back in CRM

• What technical components do you need to manage a ‘real’ relationship with customers? (Not just collect data about them!)
• How should the components be integrated?
• If you have the technical components / support how do you make them work? What organisation do you need to leverage the capability?
• When you have both what happens next? How do you control it? What impact does that have on segmentation?

Morning refreshments

Justifying and building the business case for loyalty and reward activity

• Evaluating the actual value of loyalty schemes in terms of cost and return
• Targeting loyalty offerings toward the higher value customers whom you want to retain
• Controlling costs and expenditures when planning potential customer rewards – can you win customers and influence people within a strict budget?

Successfully increasing customer lifetime value - examining the case of Germany’s largest bonus programme PAYBACK

• Why is loyalty management a hot topic in today’s telecommunications world?
• What factors influence the increase of your customer lifetime value?
• What does today’s customer lifecycle management look like?
• What are the building blocks of a successful loyalty approach for the telecommunications world?

Loyalty Partner is the owner of PAYBACK. With over 28million customers, PAYBACK is the leading bonus programme in Germany

Richard Spooner
Strategic Market Manager – Telecommunications
MAPINFO LTD

Becoming location intelligent – how geographic information contributes to a customer-centric business

• Finding and developing profitable customers
• Knowing what services to deliver and where
• Monitoring your performance by location
• Offering location intelligence as a value-added service

Managing intrinsic disloyalty

• Issues Vimpelcom are facing in the market
• Churn drivers and our analysis
• Customer base segmentation and setting the priorities
• Examples of retention activities

Intelligent Customer Interactions across all Channels

• Reduce churn with embedded real-time predictive analytics/intelligence
• More intelligent and profitable customer relationships
• Increase up-sell and cross-sell for greater ARPU
• Improve overall productivity and customer service at the same time
• Real-time interaction - applicable to inbound and outbound channels
  

Afternoon refreshments

Solving churn on the basis of ‘total customer experiences’ – cross-company approaches to developing the customer relationship

• Integrating the main customer contact points into a single relationship between client and company – how can it be coordinated?
• Enhancing trust between company and customer to ensure they come to you first
• Increasing the value of customer contact using the methods you have at hand

Creating long-lasting customer relationships in the mobile industry – fictitious dream or realistic growth strategy?

• Identifying and tracking customers’ real reasons for being disloyal to their mobile operator
• The business dynamics of customer loyalty and retention
• Successful strategies to drive loyalty in the mobile industry

Closing remarks from the chair

Drinks Reception

Delegates are invited to join the speakers, sponsors and exhibitors at an informal drinks reception

Opening remarks from the Chair

Erwin C. Roos
Head of Customer Relationship Management
SWISSCOM FIXNET BLUEWIN

Dr Penny Spring
CRM Statistician
SWISSCOM FIXNET BLUEWIN

Establishing a complete approach to customer value and relationships - a comprehensive case study from Swisscom

Strategic Issues -

• Increasing customer value despite severe Broadband and Triple Play competition
• Defending the customer base and attacking the challengers
• How Swisscom is entering the entertainment services market and repositioning its service brand ‘Bluewin’

Operational Issues -

• Creating valuable 1-to-1 interactions and coordinating them over all inbound/outbound channels to maximise customer interactions
• Proving how a coordinated multichannel-marketing approach improves your marketing actions and results
• A real 1-to-1 marketing showcase including all forms of online / offline, inbound / outbound channels

Analytical Issues -

• Finding the most effective incentives for upselling and gaining loyalty
• Making individual approaches to your customers
• How Swisscom Fixnet combines customer data and customer research for scoring and profiling

Morning Refreshments

Profitable Customer Retention

• Understanding churn and managing it to your advantage
• Managing the customer rather than distributing handsets
• Using information to prioritise action

Designing a successful consumer segmentation framework to reinforce your retention and acquisition strategies

• Educating customers so they attach value to the benefits of your loyalty programme
• Gaining accurate measurements and tracking the achievements of anti-churn programmes
• Targeting specific customer segments with the right churn models and strategies
• Specific ROI from Batelco’s ‘prosumer’ (professional consumer) CRM scheme
• The X-Change programme - the results of the cash-back reward concept

Making your brand a lifestyle accessory - how can you become more than just a service provider?

• Segmentation process as a key for loyalty strategy differentiation
• From customer satisfaction to customer loyalty
• Responding as a company to Integrated Listening System (ILS) and Customer Loyalty Model (CLM) as applied in Telecom Italia
• Successfully monitoring internal and external customer perceptions and behaviours as a feedback to the CLM

How to differentiate and stop your services disappearing in the crowd

• Making your company and products stand out - getting the basics right on positioning, segmentation and brand
• The power of personalization - services, devices and pricing
• Recommendations for driving longer term growth and loyalty

Market situations and national circumstances influencing churn and retention strategies

• Retention policy evolution and market influences
• Bundling loyalty services that include different lines of business in order to break social barriers on the market
• Creating a breakthrough in Internet penetration
• Build on loyalty offer to create value and develop new services conquering more sophisticated segments from the market

Creating a value-adding identity in the eCRM field - developing a web presence that makes a true difference to WHO YOU ARE

• What specific levers for increasing customer loyalty do personalized Internet environments offer?
• Critical success factors for “My-Website” projects - e.g. organisation, customer centricity, seamless sales and service approach
• Aspects of desirable Web User-Experience from lead-generation to retention
• Getting the most out of self-service web assets and proactive microcampaigning - what makes it a success?

Closing remarks from the Chair, Champagne prize draw and close of conference