PROTECT THE BASE, THE BUSINESS! 3RD. ChuRN & RetentioN Management CONFERENCE November 2014 Courtyard by Marriott Hotel Warsaw

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1 PROTECT THE BASE, PROTECT THE BUSINESS! 3RD ChuRN & RetentioN Management CONFERENCE November 2014 Courtyard by Marriott Hotel Warsaw

2 ABOUT THE CONFERENCE rofessionals who in their everyday work deal with developing anti-churn models and retention have very difficult tasks of protecting the customer base, which is one of the most valuable resources of any organisation. Their activities drive the stability of companies whose business is based on large customer bases. However, still, the solutions related to forecasting customer churn are developed using trial and error methods and are based on internal know-how. Therefore, the Conference is a unique chance to verify and compare their own strategies against the actions taken by the competition. o quote the participant of the previous edition of the Conference: the future shape of the service market will depend on those dealing with this area! Kristof Coussement Associate Professor of Marketing Analytics IÉSEG SCHOOL OF MANAGEMENT SOME OF THE INSPIRERS Maciej Wasiak Independent Consultant ADVANCED ANALYTICS EXPERT RafaŁ Bachanek Customer Value Management Manager NETIA Dorota Chmurska Cross-Sell Team Manager BANK POCZTOWY GOAL OF THE CONFERENCE hrough the discussion, exchange of experience and best practices among the experts, we are developing effective strategies and methods that reduce the level of migrating customers in a highly saturated market, by increasing the stability of the business at the same time. konrad lassota Director of the Customer Relationship Management Department Magdalena Meus Manager of the Customer Retention Department Marek Mielcarek Product Development Department Manager Agnieszka Muzg Business Relationship Specialist FM BANK NC+ ENERGA OBRÓT WHY IS IT WORTH 1 The only meeting in the market that is dedicated to the key challenge of the companies whose business is based on large customer databases 2 Specific strategies, tactics, methodologies in the area that to date has been developed using the trial and error method 3 The knowledge is presented by the representatives of the largest companies in the market Rafał Pierzchałka Team Manager at the Retail Customers Department BANK PEKAO Justyna Ratajczak Manager of the Customer Retention and Relationship Team Katarzyna Szerling Director of the Customer Relationship Management Department PROVIDENT POLSKA PrzemysŁaw Tomczyk PhD Customer Value Management Institute WARSAW SCHOOL OF ECONOMICS 4 5 The agenda is based on subjects indicated by experts in interviews and surveys Over 200 participants of two previous editions Paweł Turczynowicz Director of the Strategy and Multichannel Banking Department Grzegorz Werpachowski CRM Manager Mirela Starosielec Modelling and Advanced Analytics Manager, Michał Bochnacki Senior Campaign Manager BNP PARIBAS BANK POLSKA COMPENSA TU BANK BPH BANK BPH For more, go to:

3 AGENDA DAY I 13 NOVEMBER 2014 THURSDAY AGENDA DAY II 14 NOVEMBER 2014 FRIDAY Conference conducted by: Dorota Chmurska Cross-Sell Team Manager, BANK POCZTOWY 9:30 Registration and morning coffee DATA MINING & PREDICTION MODELS 10:00 Don t leave me this way! Churn Prediction Modeling 2.0. dr KRISTOF COUSSEMENT Associate Professor of Marketing Analytics IÉSEG SCHOOL OF MANAGEMENT Director of the IÉSEG Expertise Center for Database Marketing Data and method creativity to boost prediction performance Added value of textual customer information sources Non-traditional churn prediction models that have proven to be successful 10:30 Interactive Q&A session 10:40 Methodology of building churn models what proves effective in practice dr Maciej Wasiak, Independent Consultant, PMP, Advanced Analytics Expert Churn models as a classic application of data mining methods that improve customer loyalty What works and what is a waste of time? Good practices worth considering based on development and implementation of 20 churn models for three Irish telecoms covering 60% of the total population 11:10 Interactive Q&A session 11:20 Coffee break 11:40 Is anti-churn model enough? How to build an effective customer retention strategy Katarzyna Szerling, Director of the Customer Relationship Management Department PROVIDENT POLSKA Consumer trends a new marketing paradigm requires a new approach to the customer retention strategy An effective strategy of customer retention is the anti-churn model enough How to measure the success of your strategy 12:10 Interactive Q&A session "K2 OF RETENTION". CHANNEL AND MESSAGE 12:20 Shop, until you fall Jan Biłyk, CEO, LAURENS COSTER Loyalty in non-contractual transactions What to analyze, to know when to stop the retention activities 12:40 Communication styles and channels in relations with a churn customer Magdalena Meus, Manager of the Customer Retention Department, NC+ What do we say to the customer? Marketing campaigns, competitions, surprises, happy hours, products and offer included in communication The power of traditional vs modern communication means - a letter, sms, message sent to the cable box, Why do we communicate? How to convince an undecided customer How does the customer respond? Response: the most effective channel and the power of an effective message 13:10 Interactive Q&A session 13:20 LUNCH 14:20 Impact of the customer acquisition and distribution channel on churn Konrad Lassota, Director of the Customer Relationship Management Department, FM BANK The roles of the individual distribution channels Who is interested in customer retention? Customer relations vs. distribution channel 14:50 Interactive Q&A session 15:00 Interactive discussion sessions: The participants will participate in one of two interactive discussions, with conclusions presented by Leaders selected by each group. The most creative group, selected by the remaining participants in voting, will receive surprise prizes. Should sales staff be rewarded for customer retention, and if so, how? Should customer retention be a centralised or decentralised process? Pros and cons. 15:30 Presentation of discussion conclusions by group Leaders 16:00 Summary of the discussion 16:10 Cocktail party. A great chance for exchanging opinions in an informal atmosphere among practitioners 18:00 End of day I of the Conference 9:00 Registration and morning coffee CUSTOMER LIFETIME VALUE. HOW TO RETAIN CUSTOMERS FOR LONGER 9:30 Customer retention vs. Customer Value Management Moderator: Paweł Turczynowicz, Director of the Strategy and Multichannel Banking Department, BNP PARIBAS BANK POLSKA Panel participant: Rafał Bachanek, Customer Value Management Manager, NETIA Grzegorz Werpachowski, CRM Manager, COMPENSA TU Grzegorz Karasiński, CLM and Customer Retention Manager, Finding the right moment in a customer lifetime for sending an up-selling or cross-selling offer Finding the critical churn triggers in a customer lifetime to improve their value in the organisation "Limits of aggressiveness" in campaigns aiming at retention and additional sales or how to increase the value of customer base without the risk of churn How to differentiate retention activities depending on the customer lifetime and what works in specific stages 10:10 Jak utrzymywać klientów zarabiając więcej, czyli zarządzanie lojalnością poprzez dosprzedaż Rafał Bachanek, Customer Value Management Manager, NETIA Are customers with more products more loyal "Gift for gift" - how to reward additional purchases to a customer Customer Lifetime Value vs. current customer profitability 10:40 Interactive Q&A session 10:50 Announcement of the results of the voting for the most creative discussion group and handing out prizes 11:00 Coffee break 11:20 One Customer View Retention Strategy Mirela Starosielec, Modelling and Advanced Analytics Manager, Bank BPH Michał Bochnacki, Senior Campaign Manager, Bank BPH Customer profitability usage in building retention strategy Data mining methods vs. One Customer View Retention How to build an attractive and profitable Value Proposition 11:50 Interactive Q&A session PRODUCT AND PRICE IN RETENTION ACTIVITIES 12:00 How to retain customers if you cannot compete with pricing? Marek Mielcarek, Product Development Department Manager, ENERGA OBRÓT The market of electricity and its specificity: the product and the service vs natural monopoly, free shaping of prices for TPA customers vs statutory pricing for customers Churn in the Electricity Market in Poland and Europe Characteristics of consumers who change their salesperson How to retain a customer when the competition can offer lower pricing, i.e. building barriers by selling additional products to customers 12:30 Interactive Q&A session 12:40 Tried and tested retention actions in the product retention process Justyna Ratajczak, Manager of the Customer Retention and Relationship Team Agnieszka Muzg, Business Relationship Specialist, Analysis of data for the reasons of customer attrition Tried and tested proactive actions and the prediction model Retention offers and customer-bank communication channels in the process of retaining credit cards 13:10 Interactive Q&A session 13:20 LUNCH 14:20 When is a customer no longer your customer? Strategies for taking actions in relation to one-off customers based on the portfolio analysis Przemysław Tomczyk, PhD, Customer Value Management Institute, WARSAW SCHOOL OF ECONOMICS Customer lifetime as a tool for controlling migration Identification of the factors impacting the length of customer lifetime Recommendations for transforming one-off customers into regular ones 14:50 Interactive Q&A session 15:00 Measuring the efficiency of retention activities Rafał Pierzchałka, Team Manager at the Retail Customers Department, BANK PEKAO Definitions of customer churn Classification of retention actions Methods of measuring the efficiency of anti-churn actions 15:30 Interactive Q&A session 15:40 Wrap-up of the conference 15:50 Closing the Conference, handing out certificates FOR DETAILS OF THE AGENDA, GO TO: ENROLLING:

4 OPINIONS hurn & Retention Management Conference is like a high class supermarket, which is not available on a daily basis, offering tried and tested solutions related to customer base management, also, all of those great 'products' are presented by distinguished subject-matter experts Adam Wandachowicz Product&Training Manager FIAT BANK POLSKA rofessionally organised. The subject-matter of the presentations was selected very well, the place was great and the arrange ment of the room for participants fostered exchange of experiences and views. Dagmara Kubik Retail Loans Retention Manager Raiffeisen Bank Polska ENROLMENT To register as a participant, use the on-line form at: Use preferential prices available until 26 September 2014 The cost of participation in the Conference for one person is: PLN 2795 (+ 23% VAT) if enrolling 3 and more people from the company by 26 September PLN 2995 (+ 23% VAT) if enrolling 1 person from the company by 26 September PLN 3495 (+ 23% VAT) if enrolling between 27 September - 24 October PLN 3995 (+ 23% VAT) if enrolling after 24 October articipation w Churn & Retention Management Conference is a great chance to verify one's customer retention strategy. The greatest value is in the ability of getting to know the experiences of companies who face similar challenges. The formula of the meeting was very helpful, as during less official talks with the participants of the cocktail party we had a chance to exchange opinions and inspire each other. I recommend this event to all those who want to build the value of the company on the foundation of their customers' satisfaction! Grzegorz Karasiński CLM and Customer Retention Manager Anna Banaś Head of Sales tel MORE INFORMATION Anna Chrobot B4B Communications Manager tel Paulina Pyc Project Manager tel PARTICIPATION PARTNERSHIP ABOUT THE CONFERENCE

5 JOIN THOSE WHO PROTECT THEIR CUSTOMER BASE BETTER! Blue Business Media Sp. z o.o. Oddział Kraków ul. Berka Joselewicza 21c Kraków tel fax Partner

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