Brochure_Customer_Journey14

www.efma.com/customer

2-DAY EVENT 2 STREAMS

CUSTOMER JOURNEY Engage, delight and inspire your customers 13-14 May 2014 Barcelona, Pullman Skipper Hotel

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Best practices in retail financial services, more information on www.efma.com

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OVERVIEW

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CUSTOMER JOURNEY

Engage, delight and inspire your customers Retail banks have realised that the customer is the key to future success. But how can banks harness the opportunities presented by the new ‘experience economy’?

The focus has moved away from products and services and towards the use of innovation, social media and data analytics to provide more personalised experiences.

Efma is delighted to launch its new Customer

Journey conference, which offers intriguing insights into each part of the journey. It will show you how to engage with customers at every touchpoint, and how to develop a more seamless and satisfying experience. It will challenge the traditional customer services approach by looking at the journey from the customer’s perspective. This dynamic event will include stimulating presentations of specialist speakers from various sectors. It will be entertaining, interactive and informative, with a

Key questions media to connect with customers, and exploiting the latest techniques, technologies and research.

hat are the key elements of the journey? These include W understanding customers’ behaviour, emotions and viewpoints, segmentation, loyalty and beyond, sales, complaints, different channels, data and digitisation, new products, and the real-time customer experience.

ow can banks improve the customer journey? Potential H solutions include new CRM, loyalty and analytical tools, collaborative teams that make the customer journey less fragmented, using employees as brand ambassadors, building partnerships, and better complaints handling.

here are the main opportunities? These include new W ways of boosting the customer experience, using social

Hot topics T he ROI generated by different types of customers Trends and innovations in customer experience New technologies (e.g. big data analysis, cloud computing)

L earning from other industries Building a 360° customer view

STUDY PRESENTATION Insights from the World Retail Banking Report 2014, by Capgemini and Efma, will be presented during the conference.

Download the Efma Events Organise your visit before, during and after the conference Access regular programme updates and alerts React in real-time with speakers and delegates during the event and take part in little polls Customer App available at www.efma.com/app

TUESDAY 13 MAY 2014 MORNING PLENARY SESSION MULTICHANNEL GLOBAL CUSTOMER INSPIRATION Steve Monaghan Head of Edge AIA Singapore

From the outside in: driving innovation from a customer perspective Driving ‘step change’ innovation initiatives across diverse business groups and geographies The impact of new technology, from legacy to security The challenge of simplicity for the customer experience Balancing customer need for formation as the new commodity Why customer insight remains invaluable to make innovation happen?

Pol Navarro Senior Director Head of Digital Channels & Innovation Banco Sabadell Spain

Meeting customer needs in digital innovation: successfully launching new mobile services Service design and the new approach to marketing Mobile and how to build smarter, more natural and convenient products for customers 24/7 and how to manage the experience in real-time Launching the new Google Glass banking app: video conferencing, ATMs and beyond the pilot phase

Catherine Gall Director WorkSpace Futures Research Steelcase Europe

Hearing your customer experiences more clearly: how amplified are your branches?

The changing face of traditional banking: the impact of disruptive business models New technologies: changing customer expectations The design implications of these trends on the branch experience Research findings: what does the phrase ‘going to the bank’ mean nowadays?

Insights into the future of retail banking: leading edge practices How to combine digitisation and social interaction to amplify the customer experience

STUDY PRESENTATION

World Retail Banking Report 2014

Jean Lassignardie Chief Sales & Marketing Officer Capgemini Global Financial Services

Customer experience: are we getting better or worse?

Moving beyond the customer experience plateau Challenging traditional thinking around the customer experience The emerging prominence and trends of Gen-Y customers

Tomasz Marszał Executive Vice President of Business Development in Financial Services & Maciej Wolanski Chief Architect for Financial Services Comarch Poland

Cashflows prediction using machine learning algorithms Case Study: analysing client cashflows Using predicted cashflows as a tool for segmenting costumers, estimating lifetime value, risk exposure and comparing to peers

TUESDAY 13 MAY 2014

www.efma.com/customer

AFTERNOON CONCURRENT SESSIONS STREAM 1

STREAM 2

EMPOWERMENT IN THE NEW CUSTOMER EXPERIENCE ECONOMY

CUSTOMER ENGAGEMENT: NOW ON THEIR TERMS

Mohamed Khalil Head of Product, Data & Partnerships Moven USA

The experience economy: connecting with customers emotions and senses

Pedro Díaz Yuste Head of Industry, Financial Services Google Spain

Digital banking and customer innovation: Google’s vision

Jorge Martínez-Arroyo Head of Brand Customer Experience Santander Spain

Successfully branding your customer experience: re-starting the brand journey

Ian Walsh Global head of retail banking BCG Spain

What do customers want?

Banking based on trust and fairness

Keeping customers in 10 years’ time: addressing the mismatch between demand and supply

Sharon Larkin Head of Customer Experience & Jason Morgan Customer Strategy Manager Marks & Spencer Bank United Kingdom

Bank switching: what are the key triggers in getting customers to make the change?

Massimo Tessitore Head of Customer Exp. & Strategic Plans Execution Intesa Sanpaolo Italy

EMPOWERMENT IN THE NEW CUSTOMER EXPERIENCE ECONOMY

CO-CREATION AND CONTENT MANAGEMENT

Valentina Yarosh Manager of Customer Service Department Alfa Bank Ukraine

The 5* omnichannel customer journey experience: how do your customers want to interact with you?

José Gallego Head of Open Innovation BBVA Spain

BBVA Open Innovation: building the future through co-creation

Ioannis Papadopoulos Customer Intelligence & Experience Manager Piraeus Bank Greece

Customer satisfaction, trust and transparency: reaching safer shores beyond mergers and turbulence

James McErlean Head of Category Development LinkedIn United Kingdom

Content marketing: how to make content go viral with a better understanding of digital consumption and discoverability

Nigel Lall Senior Product Manager, Mobile & Innovation TD Bank Canada

Managing the mobile experience: getting into close contact with customers

Marta Feltrin Head of Digital Sales BNL BNP Paribas Italy

Customer journey for self-directed customers

WEDNESDAY 14 MAY 2014 MORNING CONCURRENT SESSIONS STREAM 1

STREAM 2

IS CRM OLD-FASHIONED IN A BIG DATA ERA?

HOW TO GAIN ROI ON CUSTOMER EXPERIENCES

Reinhardt Schink Head of Market Analysis & Strategy Allianz Germany

Carol Khoury Head of Product Development & Customer Management Bank of Beirut Lebanon

Measuring performance and sales: ensuring ROI whilst responding to the tides of change

Paolo Pellegrini Head of Retail Banking Marketing Gruppo Montepaschi Italy

Dynamic budgeting: how to manage commercial targets according to customer needs analysis

Big data: a wake-up call to business judgement and leadership

Matching big data to customer Francesca Nieddu Head of CRM & Sales Planning profitability analytics Intesa Sanpaolo Italy

Peter Lakata CMO ZUNO Bank Austria

ZUNO’s approach to converting customers through direct sales: from attraction to closing the deal

UniCredit branch of the future: Anna Gawin Head of Distribution Model Unit how to transform branch performace and measure it Unicredit CEE Retail Austria & Emre Kuzlu Managing Director I-AM Istanbul

MORNING PLENARY SESSION DISRUPTIVE INNOVATION BUILT AROUND THE CUSTOMER Shamir Karkal CFO & co-Founder Simple USA

The drive-to-digital: happy customers drive viral banking Mapping out the retail banking world through digital How transformative is mobile from the perspective of customer experience, revenue and metrics?

Making customers happy, loyal and your free viral co-efficient marketing partner Innovative approaches via dynamic annual reporting and conversation twitter engagement Super fast organic marketing growth: the story of ‘Simple’

Ignacio García Managing Director iZettle Spain

Moving your centre of gravity around customer needs: using the force of disruptive innovation to compete How can lean start-ups maintain the art of continuous innovation and hold their market leader position?

From retail partnerships, customer services, social media to personalisation Democratising card payments: managing technology with customer experiences Keeping up with changing customer expectations through innovation in a highly regulated space

STUDY PRESENTATION

World Retail Banking Report 2014

Bill Sullivan Head of Global Financial Services Market Intelligence Capgemini Financial Services

Social media banking: fact or fiction?

How fast is social media growing in banking and which customers are using it?

Will customers trust social media for social banking transactions?

What are the challenges and hurdles?

Who is already demonstrating leading practices in social media banking?

WEDNESDAY 14 MAY 2014

www.efma.com/customer

AFTERNOON PLENARY SESSION DELIGHTING YOUR INTERNAL CUSTOMER Giovanni Rossi Director of Branch Network Branch Banking CheBanca!

Italy

@banking playground: making a case for employee empowerment and engagement CheBanca! A community of first time bankers No fear: hearing home truths about the brand from colleagues Low cost, brain intensive, consultant free approach Empowering internal resources: managing the project through junior/talented staff The ‘gamification’ process: following the commercial life cycle of the bank

Boris Perilli Business Analyst Customer Service CheBanca!

Italy

‘Gamification’, avatars and role-playing: making internal and external customers life better Role playing games & avatars: building an internal social network to help ‘first time bankers’ transform themselves into ‘pro-bankers’ Integrated gamified system: sharing experiences and know-how acquired Progress towards the ultimate aim of the game, i.e. making the life of our customers better The growth of the status, power and visibility of this approach implies validation by the results achieved

Jerónimo Paredes Head of Customer Experience Deutsche Bank Spain

Connecting internal transformation and teams to the ‘voice of the customer’ Extending the role and ethos: building happier, more dynamic internal customer teams Innovation, ‘intrepreneurship’: building teams and incentivisation Managing multicultural teams to meet the needs of an increasingly international customer Old vs. new divide of staff: bridging the gap between younger staff vs. older experienced members of a team Matching internal resources to the 24/7 customer experience

SOCIAL MEDIA AS THE NEW KEY CUSTOMER TOUCHPOINT Uğur Sennaroğlu Cloud Banking Platforms Department Head DenizBank Turkey

Giving customers real-time touchpoints: from Facebook banking to Twitter loans and ‘gamification’ Building social products to delight and engage with your customers’ emotions Customer communication in real-time: beyond apps to deeper connections Empowering customers and giving them the tools to interact with you on their terms Future social challenges and opportunities

Ronny Seidel Project Leader & Non-Banking Services Expert Hello Bank! BNP Paribas France

Customer co-creation and engagement in new digital landscape Service optimisation through co-creation and user testing: Engaging consumers and customers Benchmarking and testing concepts across different customer touchpoints and regions Continuously improving the product and service development process through feedback

13–14 May 2014 Barcelona

SCHEDULE

www.efma.com/customer

TUESDAY 13 MAY 2014

WEDNESDAY 14 MAY 2014

PLENARY SESSION Chairman: P. van Fraechem

STREAM 1

STREAM 2

Chairman: P. van Fraechem

Chairman: Mark Holtom

9.00

Steve Monaghan AIA

9.00

Reinhardt Schink Allianz

9.00

Carol Khoury Bank of Beirut

9.25

Pol Navarro Banco Sabadell

9.25

Francesca Nieddu Intesa Sanpaolo

9.25

Paolo Pellegrini Gruppo Montepaschi

9.50

Catherine Gall Steelcase

9.50

Peter Lakata ZUNO Bank

9.50

Anna Gawin Unicredit & Emre Kuzlu I-AM

10.15 Question and answers

10.15 Question and answers

10.35 Break

10.35 Break

PLENARY SESSION

PLENARY SESSION

Chairman: Mark Holtom

Chairman: Mark Holtom

11.05 World Retail Banking Report 2014

11.05 Shamir Karkal

Capgemini-Efma

Simple

11.30 Tomasz Marszał & Maciej Wolanski

11.30 Ignacio García

Comarch

iZettle 11.55 World Retail Banking Report 2014

11.55 Dato’ Mohd Hanif Suadi

Capgemini-Efma

Maybank Berhad 12.20 Question and answers

12.20 Question and answers

12.40 Lunch

12.40 Lunch

STREAM 1

PLENARY SESSION

STREAM 2

Chairman: P. van Fraechem

Chairman: Mark Holtom

Chairman: Mark Holtom

14.10 Mohamed Khalil

14.10 Pedro Díaz Yuste

14.10 Giovanni Rossi

Moven 14.35 Jorge Martínez-Arroyo

Santander

10.15 Question and answers

Google 14.35 Ian Walsh

BCG

CheBanca!

14.35 Boris Perilli

CheBanca!

15.00 Sharon Larkin 15.00 Massimo Tessitore

Intesa Sanpaolo 15.25 Question and answers

& Jason Morgan Marks & Spencer 15.25 Question and answers

15.45 Break

15.00 Jerónimo Paredes

Deutsche Bank 15.25 Question and answers 15.45 Break

Chairman: Mark Holtom

Chairman: P. van Fraechem

Chairman: P. van Fraechem

16.15 Valentina Yarosh

16.15 José Gallego

16.05 Uğur Sennaroğlu

Alfa Bank

BBVA

DenizBank

16.40 Ioannis Papadopoulos

Piraeus Bank 17.05 Interactive session

16.40 James McErlean

LinkedIn 17.05 Marta Feltrin

BNL BNP Paribas 17.30 Question and answers

16.30 Ronny Seidel

Hello bank! BNP Paribas 16.55 Question and answers 17.15 End of the Efma conference

17.30 Question and answers

17.50 End of day one

13–14 May 2014 Barcelona

REGISTRATION FORM

Scan me and register online now

CUSTOMER JOURNEY 13–14 May 2014 Barcelona ATTENDEE’S INFORMATION Mrs.

Ms

Mr. / First name . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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PRACTICAL INFORMATION DATES The conference will begin with a welcome coffee on Tuesday 13 May 2014 at 8.15 and will end on Wednesday 14 May 2014 around 18.00.

LOCATION Pullman Barcelona Skipper hotel Avinguda Litoral 10 08005 Barcelona, Spain Tel: +34 932 216 565 Fax: +34 932 213 600 www.pullman-barcelona-skipper.com LANGUAGES All sessions will be held in English.

ACCOMMODATION Each participant must pay the cost of his or her accommodation directly to

the hotel before departure. A block of rooms has been provisionally reserved for the nights of Monday 12 and Tuesday 13 May 2014 at the Pullman Barcelona Skipper Hotel. The cost of a single room per night is € 232.48 and € 254.96 for a double room (including breakfast and taxes).

An automatic confirmation will be sent by email within 24 hours of your registration.

In this email you will find a link to download an accommodation booking form. To book your room, please complete and return this form to the hotel before Monday 3 March 2014.

After this date the hotel cannot guarantee either room availability or prices. The hotel will automatically bill unoccupied rooms or late cancellations.

If you look for more affordable accommodation, we suggest the following hotels: – Hotel SB Icaria Barcelona 4* – Park Hotel 3* REGISTRATION The registration fee covers participation in the conference, documents, lunches and coffee breaks. Registration fees must be paid in full prior to the event. Efma reserves the right to refuse entry to any delegate who has not paid his or her invoice prior to the event. We welcome late-bookers, but credit card information

REGISTRATION FEE €1,600 (VAT excluded) for Efma Members If you are interested but you cannot attend the €1,800 (VAT excluded) for Efma Business Partners conference, ask for the summary of the best €2,400 (VAT excluded) for representatives of non-member institutions speakers’ presentations at marketing@efma. com All registrations are strictly individual.

PAYMENT Card n° Expiry date DATE

SIGNATURE

Efma l 8 rue Bayen l 75017 Paris l France l Tel: + 33 1 47 42 52 72 l Fax: + 3 3 1 47 42 56 76 l www.efma.com APE: 8230Z l VAT ID: FR 38 313 062 788 l Efma sarl company with registered capital of EUR 15,000 l RC Paris 313 062 788 In accordance with Article 27 of the law on the processing of personal data of 6.1.78, the information which you are requested to provide is necessary to enable us to process your registration and is intended for Efma’s services. You may access this information and request that it be rectified if necessary.

Illustrations: Bruno David

By bank transfer to Efma Sarl bank account IBAN: FR 76 3000 7999 9904 2252 7800 001 BIC: NATXFRPPXXX Natixis, FE3: Unité 3B/747 BP 4, F- 75060 Paris Cedex 2 By credit card: MasterCard Visa American Express