Customer_intelligence2012

Conference

www.efma.com/crm

Customer intelligence and CRM Using customer insights and intimacy to regain their trust Paris, 25-26 October 2012 Concorde La Fayette hotel Best practices in retail financial services more information on www.efma.com

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Customer intelligence and CRM Using customer insights and intimacy to regain their trust

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The related issues of customer intelligence and the use of sophisticated customer relationship management (CRM) systems continue to be a priority for banks. Customers lost trust in the financial sector during the economic crisis and this hasn’t yet been regained. The only effective solution is a better understanding of the customers and their needs, and treating the customer well whilst finding new ways of meeting these needs.

This turns the spotlight on customer intelligence. Strategies are needed for collecting, analysing and using the data. Only then can banks learn how to develop the most effective proposals to meet their specific requirements; how to develop service levels that will increase customer satisfaction; and how to improve their interactions with customers, leading to an increase in loyalty.

In line with these objectives, the conference will discuss a range of topics, including: Getting data: the collection and combination of data from different sources. New approaches to the collection of intelligence.

Analysing data: developing an understanding of customer needs.

Delivering data: using the results of the analyses to boost sales, service and customer loyalty.

NEW

Forum: ‘sharing common issues’ F This new concept is based on small, informal discussion groups, composed of participants who share T an interest in specific issues and challenges.

How does it work? A number of topics will be pre-selected and participants will meet at 8:30 a.m. on day one in small groups and discuss the topics of specific interest to them, their ideas and what they hope to take away from the conference. Then, at the end of the conference they will share their insights and discuss the takeaways with the other members of the group.

Tell us if you want to take part in this forum and send your topic of interest to philippe@efma.com

Exploring these discussions’ issues and gaining insight from masterclasses, speed sessions and leading European industry speakers’ presentations, the conference will feature topics such as: • Segmentation issues • Predictive analysis and customer needs analysis • Event-based marketing, content marketing and inbound marketing • Exploiting data gained from digital channels • A competitive, dual-channel sales platform • The role of social media in a CRM strategy

Study presentation Key findings from this year’s report will be presented: Insight first! Leveraging analytics to engage more digital customers

by Accenture and Efma

www.efma.com/crm

Thursday 25 October 2012 Morning

Henrik Winther Head of Strategy and Projects Segments, Retail Banking &

Peter Brandt Programme Manager Operational CRM Nordea Bank Denmark

Beyza Selçuk Business Development Director Retail and Small Business Marketing TEB Turkey

Sandy Vaci Chairman of the Supervisory Board Credit Bank of Moscow Russian Federation

Erika Fattori Head of Community Intelligence UniCredit Italy

Jonathan Burez Head of Customer Intelligence Business Analysts ING Belgium Belgium

Luigia Tauro Responsabile Servizio Analisi Mercato Clienti e Canali Banca Monte dei Paschi di Siena Italy

www.efma.com/crm

CRM implementation: how can the potential be achieved?

- Data mining and harnessing the potential of your data warehouse - Nordea’s relationship banking and multichannel strategy - Personalised versus non-personalised service - Performance management and how to persuade employees to harness the potential - Distribution without a “human filter”: the challenges and risks - Key issues for successful implementation

Customer-centric analytics to balance customer needs with the bank’s profitability - Multi-dimensional segmentation framework - The benefits of event-driven real-time marketing - CRM and digital channels: the specifics of data analysis and utilisation based on online customer interactions

But where is the money? Building a CRM business case and selling it to your management - Defining CRM benefits: process mapping, known vs. unknown revenue boosters, common mistakes and how to avoid them - Revenue influencers: strategic focus and alignments, market variables, plus case studies of “the Good, the Bad and the Ugly” - Cost influencers: own solutions vs. the cloud, reality vs. organisational fears - Types of “helpers” (consultants) and how to select the ones that will REALLY help you

Customer acquisition analytics: broadening the process of customer attraction - Trust-building analytics throughout the whole choice-decision process - Creating an integrated analytics approach, merging qualitative and quantitative data to close the gap with business - Identifying key acquisition drivers in/outside the branch - Revitalising customer culture

Successes and lessons learnt during a five-year growth path in predictive analytics - Destination and itinerary: where do we want to go and how do we get there?

- The journey: how did introducing analytics at ING work and what were the roadblocks and delays?

- Destination in sight: what happened when we (analysts) thought everything was in place?

- Current challenges: what are we struggling with now and what are we planning to do?

Customer needs analysis: a comprehensive view - New analytics methodology for propensity scoring - Use of socio-economic-demographic data instead of the customer’s past relationship with the bank or general indicators such as a cross-selling index - Building bottom-up, sustainable and compliant commercial plans - Exploiting knowledge of customer needs at the contact point through a single view of all the customer’s potential needs

Thursday 25 October 2012 Afternoon

Senem Teke CRM Applications Vice President Akbank Turkey

William Cashman Head of Customer Value Management AIB Bank Ireland

Peter Fusek Head of CRM and Research &

Peter Lakata Head of Multichannel and CRM Zuno Bank Slovakia

Optimisation of marketing leads generation: sequential customer management - Defining customer needs and sales focus - An approach for optimisation of sales and service - Optimisation of multichannel sales

Segmentation for today and tomorrow - Choosing robust and resilient criteria for segmentation models - Which segmentation strategy and when - Segmentation for customer management - Implementing and measuring effectiveness of the segmentation

CRM in a digital channels environment: implementation of event-driven marketing - Design of the customer optimal walk map through product and services - Event-driven campaigning coexistence with calendar campaigns - What’s the moment of truth when the customer actually buys or experiences the service?

- How to deliver real-time value without a fear of “big-brother”?

- Self-learning CRM and proving its value via global control group - Running more than 100 campaigns each day? How to evaluate and optimise them on-the-fly?

- Calculate real impact of CRM in EUR to prove ROI - How to utilise webanalytics data to trigger the campaign

Study presentation Edwin van der Ouderaa Partner Accenture Insight first! Leveraging analytics to engage more digital customers - Building effective customer experience while driving interactions - Customer segmentation: from customer data prioritisation to need-based segmentation - Product/price positioning to create new ways to gain in a low-yield and volatile economy - Integrating the analytics center of excellence with digital lab

Masterclass Petr Ptáčník Data Mining Team Leader Direct Marketing Česká spořitelna Czech Republic Advanced selection techniques for DM campaigns - Efficient customer selection, contact policies, multistep campaigns, control group design and campaign design - Beyond predictive models - Campaign prioritisation and optimisation

Speed presentation Henrik Winther Head of Strategy and Projects, Segments, Retail Banking & Peter Brandt Programme Manager Operational CRM Nordea Bank Denmark How to ensure a CRM culture or a management support of the CRM effort?

Friday 26 October 2012

Morning

Speed presentation Josef Holböck General Manager Raiffeisen Analytik Austria Calculating the potential profits of marketing and sales actions - Calculation model integrating all profit drivers - Simulating the potential profit of proposed marketing and sales actions - Defining the target groups and KPIs for retail marketing purposes

Sandro Denegri Director of Customer Development and Products Openbank Banco Santander Online Banking Spain

Jurriën Kamst Head of Interaction Marketing SNS Bank Netherlands

Ole Søholm Jensen Manager, Business Development Spar Nord Bank Denmark

Hélène Yeches CRM, Customer Segmentation and Price Watch Director Allianz France France

CRM 2i: how to bring intelligence to the first line of business - A useful intelligence model - What is CRM 2i - An holistic view of the CRM 2i - The execution: campaigns factory

The SNS inbound marketing machine 2.0 - Adding a human touch to the online marketing machine - Full integration of offline customer profiles and real-time channel behaviour (web, call center and shops) - A relevant and consistent customer dialogue with customers across all touch points - Resulting in additional sales and better service resulting in more loyal customers

How to have a competitive, dual-channel sales platform at your fingertips - How we went from chaos to an integrated, collaborative platform - How we reduced the time used for preparing a sales meeting from 45 minutes to 1 minute - How we create individual sales propositions for every customer on a daily basis - How we provide a unique overview of customer data for our advisors - How we get our customers to buy our products

How Allianz’s loyalty programme supports cross-sell and customer retention - Organisation of data to create a 360° customer view - Dynamic marketing campaigns around customers members - Results and impact after two years on customer value and next steps to enhance the programme - Key success factors

Friday 26 October 2012 Afternoon

Speed presentation Peter Fusek Head of CRM and Research & Peter Lakata Head of Multichannel and CRM Zuno Bank Slovakia The future use of social media in CRM - More and more people share their lives on social networks: how can these data be interpreted and used for sales?

- People are happy to chat, not just read marketing emails or SMS: how can banks plug these new channels into CRM machines?

Masterclass Josef Holböck General Manager Raiffeisen Analytik Austria Implementing a revolution in banking with customer events - Contact strategy in a cooperative banking environment - Implementing events based marketing: data, software, processes - Developing a library of “intelligent events” - Customer focus: push campaigns vs. event contacts - Events: customer relevancy vs. adviser relevancy - Lessons learned in banking - Ways toward a “chances pool“: concept for advisers

Hans Tops Sales and Service Development Manager bpost Belgium

Jukka Hekanaho Chief Customer Officer CustVox Switzerland

CRM in a bank in the Post environment: how to generate leads from support/helpdesk activities - How to generate leads from complaints management - Integration of service requests with total customer relationship management - Excellent customer service leads to loyalty and life cycle extension (with more lead opportunities) - Cross-selling and up-selling, customer activation programme

How to deliver results with direct customer feedback and client insight?

- From capturing the “Voice of the customer” to using it - Combining CRM and VOC data - Customer insight and analytics as a central element of improving customer management - Practical cases of use of VOC

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NEW

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*CRM App available soon!

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Friday 26 October 2012

Thursday 25 October 2012

8:15

Welcome coffee and registration

8:15

Welcome coffee

8:30

Forum: ‘sharing common issues’

9:00

Speed presentation with Raiffeisen Analytik

9:00

Henrik Winther & Peter Brandt Nordea Bank

9:20

Sandro Denegri Openbank

9:25

Beyza Selçuk TEB

9:45

Jurriën Kamst SNS Bank

9:50

Sandy Vaci Credit Bank of Moscow

10:10

Questions & answers

10:30

Break

10:15

Questions & answers

10:45

Break

11:00

Ole Søholm Jensen Spar Nord Bank

11:15

Erika Fattori UniCredit

11:25

Hélène Yeches Allianz

11:40

Jonathan Burez ING Belgium

11:50

Questions & answers

12:05

Luigia Tauro Banca MPS

12:10

Lunch

12:30

Questions & answers

13:40

Speed presentation with Zuno Bank

13:00

Lunch 14:00

Masterclass by Raiffeisen Analytik

14:35

Break

15:05

Hans Tops bpost

15:30

Jukka Hekanaho CustVox

15:55

Questions & answers

16:15

Forum: ‘sharing common issues’

16:45

End of conference

14:30 14:55 15:20 15:40

Senem Teke Akbank William Cashman AIB Bank Questions & answers Break

16:10

Peter Fusek & Peter Lakata Zuno Bank

16:35

Insight first! study presentation Accenture and Efma

17:00

Questions & answers

17:20

Masterclass by Česká spořitelna

17:55

Speed presentation with Nordea Bank

18:15

End of day one

www.efma.com/crm

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Customer intelligence and CRM Paris, 25-26 October 2012 Scan me and register online now

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PR ACTIC AL INF O RMA T I ON

Location Hotel Concorde La Fayette 3, Place du Général Kœnig 75017 Paris, France Tél. +33 1 40 68 50 68 - Fax. +33 1 40 68 50 43 www.concorde-lafayette.com/en Social networking Twitter@Efma_news Efma Events App

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Languages All sessions will be held in English.

(including breakfast and taxes). Once you have registered and received a confirmation from Efma, an accommodation form will be available for download on www.efma.com/myregistrations, your personal space on our website. To book your room, please complete and return this form to the hotel until Sunday 23 September 2012. After this date the hotel cannot guarantee either room availability or prices. The hotel will automatically bill unoccupied rooms or late cancellations.

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 latebookers, but credit card information must be provided.

Accommodation Each participant must pay the cost of his or her accommodation directly to the hotel before departure. Rooms have been provisionally reserved for the nights of Wednesday 24 October and Thursday 25 October 2012 at the hotel Concorde La Fayette. The cost of a single room per night is 202.84 euros, 212.99 euros for a double room

Cancellations All cancellations must be received in writing. A 20% cancellation fee will be charged for all cancellations received on or before Thursday 11 October 2012. The full fee will be charged for cancellations made after that date, as well as to delegates who are unable to attend on the day, unless a substitute delegate is provided. Substitutions are accepted at any time.

Payment

Registration fee

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.

All registrations are strictly personal.

By credit card: o MasterCard o Visa o American Express

1,600 euros + VAT 19.6% = 1,913.60 euros for representatives of Efma member institutions 2,400 euros + VAT 19.6% = 2,870.40 euros for representatives of non-member institutions

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Efma 8, rue Bayen 75017 Paris France Tel.: + 33 1 47 42 52 72 Fax: + 33 1 47 42 56 76 www.efma.com APE: 8230Z - VAT ID: FR 38 313 062 788 - Efma sarl company with registered capital of EUR 15,000 - 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.

I llu stration s: Brun o Davi d

Dates The conference will begin with a welcome coffee on Thursday 25 October 2012 at 8:15 a.m. and will end on Friday 26 October 2012 around 5:00 p.m.