Programme

08:30

Opening remarks from the chair

Analysing the link between customer behaviour and developing an effective product and service offering

• Customer behaviour in wholesale telecommunications
• Translating customer behaviour into product and service offerings
• Standard versus customised treatment levels
• Internal challenges faced by major telcos in adjusting QoS offers

An alternative player’s approach against incumbent strategies to make the most for its market share

• Ensuring an acquisition and retention approaches target high value customer groups
• Achieving and establishing true loyalty amongst your customer portfolio
• Choosing whether to exploit niche markets with high value or mass markets with low value services

Market share versus aRPu: the ultimate company strategies for achieving revenue targets

• Using consumer perspectives of a company’s market share to your advantage
• Finding the balance between being a price breaker and a market innovator
• Capitalising on market share through targeted campaigns to increase ARPU

The customer-centric operator – fact or fiction?

• The ten mobile mega-trends
• MNOs vs distribution vs device manufactures – opposite financial interests
• Single play over UMA, VoIP, triple play – business or nightmare?
• Strategy – segment, brand, distribution and price
• The customer migration – who and how?
• Winners and losers

11:55

Giovanni Monopoli
Head of Consumer
Demand Stimulation
and Segmentation
Vodafone Italy

Improving CRM with a unique customer view and communities management in a mobile telecom environment

• Setting a CRM framework and creating a unique customer view
• Analytics methods to manage inbound / outbound contacts and trigger events
• Analytics methods and models to identify communities based on
  the data warehouse
• Leverage on community information to improve efficacy and effectiveness CRM in a mobile space
• Case study and Vodafone Italy experiences

Deriving true business value from your customer data in sales and marketing

• Enhancing your data to give a true customer insight
• Building a 3D view of the customer
• Identifying optimal target groups for sales and marketing
• How to use data for planning and targeting your campaigns
• Rolling out business intelligence results to your organisation and partners

Delivering customer advocacy to drive growth

• How can you use customer advocacy to drive customer acquisition?
• How do you use customer advocacy to increase ARPU?
• How do you deliver exceptional customer advocacy while controlling cost?

Is customer agent access to integrated customer data the key to retention in a converged services market?

• Allowing for cross-functional communication alliance of BSS and OSS in converged services delivery
• Reducing internal systems complexity
• Reducing customer-initiated contact needs through better agent access to customer data

Afternoon refreshments

Segmenting your business customers: developing a proper Soho/SME segmentation and using it for marketing/customer retention activities

• Which criteria should be used to segment your customer base?
• Understanding your customer’s needs
• Which segments should be prioritised and what are the proper indicators (ARPU, churn, etc)?
• How to work with this segmentation in order to get optimum price levels for different target groups
• How to formulate a profitable and flexible tariff while keeping pricing competitive

Multichannel management for customer retention

• Empowering call centre and retail staff
• Real-time information to maximise retention
• Closing more sales on the spot
• Tackling triple and quad play retention

Merging channel approaches to CRM into a powerful tool for revenue generation and the importance of customer profiling for delivering relevant content to the relevant customers

• Customers want ‘dialogue’ – how do you engage?
• The importance of channel integration in any customer contact strategy
• The benefits of a well-executed ‘next best activity’ programme
• ROI measures and revenue opportunity
• The necessities of a ‘sensible’ customer segmentation
• A targeted approach vs mass customer communication
• Driving one-to-one customer profiling and marketing
• The benefits of target communication delivering sustainable CLV and increasing loyalty

Developing and managing pioneering reward schemes as the foundation for long-term customer relationships

• Making loyalty schemes into a key component of an overall CRM and churn position
• What are the building blocks of a successful customer loyalty scheme?
• Setting the right customer rewards – which and how much?
• Measuring the returns on a reward scheme – how do you evaluate success?

Not every customer is the same: customer value management in practice

• Identification of relevant customer lifecycle management (CLM) phases 
• Evaluation of customer value-increasing activities per CLM phase
• Value segmentation throughout CLM

Colin Shearer
Senior Vice President
Marketing Strategy
SPSS Inc

Ms. Petrana Kirkova
Campaigning Sector
Mobitel

The Predictive Enterprise: From Data to Decisions to Retention

• The predictive approach - understand the drivers of loyalty, predict churn, and act to keep customers
• Leveraging customer data assets
• Model-driven customer interactions to maximize retention
  
• Data mining in use: Importance of predictive analytics for the churn management process

Carole Lamarque
Senior Marketing Strategy Manager
Belgacom

How do successful reward programmes continue to increase ARPU from their members?

• Using personalised service and dedicated customer agents as a platform for up-selling and cross-selling
• Negotiating low-cost perks for greater up front client commitment to secure guaranteed revenue
• Implementing segmented reward schemes using customer profiles to streamline marketing campaigns

The importance of choosing the right dialogue instruments in communicating with corporate customers

•  Introducing Telenor’s loyalty programme aimed at the corporate segment
• Why communication should be the focus in retaining corporate clients
• Harnessing business intelligence systems to facilitate communications with clients

Identifying who can be saved and who will be driven away by retention activity

• There is clear evidence that most retention activity actually drives some customers away
• Learn how uplift modelling can segment your customers into the highly savable ‘persuadables’, the hard-to-influence
  sure things and lost causes, and the ‘sleeping dogs’ who are negatively affected by your retention activity
• Find out how you can reduce contact volumes while increasing the profitability of retention activity

Innovative reward programme as a pillar of CRM to successfully reduce churn

• Integrating an innovative reward scheme in an existing CRM strategy
• Implementing a segmented reward scheme based on churn risk
• Managing customers’ expectations on rewards to achieve maximum churn benefit
• Getting the financials right with an additional MGM element

15:55

Designing a customer-driven system: ‘change management thinking’

• Churn is a consequence of organisation design
• Understanding ‘what matters’ to customers
• Changing management thinking

Highlighting multi-play CRM strategies to combat both external and internal churn

• Exploiting fixed-mobile convergence as an opportunity for cross-selling to existing customers
• Managing churn between services and encouraging retention via multi-service offerings
• Calculating the benefits and risks in providing multi-play services when faced with customer churn