Customer intelligence and CRM

Transcription

1 Conference Customer intelligence and CRM Developing a profitable, customer-driven approach Paris, May 2011 Best practices in retail financial services more information on

2 C O N F E R E N C E Customer intelligence and CRM Developing a profitable, customer-driven approach In many countries, innovation in customer relationship management and customer experience has been given a higher priority than previously. There is a consensus within the industry that strong customer intelligence and an effective customer relationship management strategy can help financial institutions improve their customer knowledge and understanding. These strategies lead to more effective segmentation, which enable banks to deliver a more consistent and targeted offering to their customers, using the most effective channel(s). To achieve this level of CRM excellence, the key challenges to be addressed include: CRM culture. CRM must have both management support and employee involvement, which require training and motivation. It also requires real change management in terms of customer approach. Analysis. Banks need to collect high quality customer data from various sources and then analyse it to define targets, customer habits, etc. Strategy. The data can be used for planning campaigns, contacting customers proactively and identifying the most effective distribution channel(s). Banks should measure the results and their impact on customer loyalty. The conference will feature speakers from across Europe, who will present the results of their respective CRM projects, including: Effective campaign management, Implementation of event-driven marketing, Most effective use of statistical analysis, Delivery of a powerful customer experience, Delivery of high quality information to the channels. Study presentations Results from the following reports will be presented: "World Retail Banking Report Customer Experience Index 2011" by Capgemini, UniCredit and Efma. "Customer behaviour" by Ernst & Young and Efma. New interactive formats to facilitate wide-ranging exchanges of experiences Masterclass: an interactive workshop on the "best in class" approaches to a specific CRM issue, led by an expert. Speed CRM: an interactive forum on CRM topics, followed by an open questions-and-answers session.

3 Tuesday 10 May 2011 Morning Martin Nitsche Head of Marketing Commerzbank Germany Bank 1.0 in dialogue with the customer The "new" customer - Quality as a base for success - Marketing and CRM as a customer service Anne Kyhl Hauskou First Vice President Nykredit Denmark Segmentation of customers: a change in focus - Implementing a new approach towards different customers - How to get the end user involved - Motivating and training advisors Graham Flower HSBC Advisor HSBC United Kingdom How to make CRM pay back - Avoiding analytic paralysis - Identifying future profit pools - Building effective contact strategies - Engaging all channels to work for the customer Juan Manuel Zanón Pérez Head of CRM Bankinter Spain If CRM is the answer... what was the question? - Surviving in an ultra competitive environment - Vision of our CRM: combining customer knowledge and a multichannel approach - Analytical CRM vs. commercial CRM: models and tools - Real life examples and lessons learnt Attila Bayrak Senior Vice President CRM Akbank Turkey A holistic CRM structure - Integrating marketing approaches with the sales force - A multichannel sales approach - Advanced lead management

4 Tuesday 10 May 2011 Afternoon Francesca Nieddu Head of Customer Relationship Management Intesa Sanpaolo Italy Customer relationship management begins and ends with teamwork - The need for cross-channel consistency and 360 experience - Follow the leader: customers are the leaders and we track their expectations, choices and opinions - Channels as part of an integrated marketing automation platform Imre Balogh Deputy Chief Executive Business Head MKB Bank Hungary CRM: a guided tour of superior customer experience - A CRM-driven front-end solution as the "core application for business" - Banking relationships: where does real complexity come from? - CRM implementation is a journey: examples of internal and multichannel collaboration, roll-out, winning over the "internal customer" - Enhancing the customer experience Yalçin Sezen Retail Banking Marketing Division Manager Isbank, Türkiye İş Bankası Turkey Customer insight: the key to a customer-centric approach - Why being customer-centric is essential - Customer insight as a vital ingredient of a customer-centric approach - How to harness customer insight to achieve CRM excellence Study presentation Jean Lassignardie Group VP Chief Sales and Marketing Officer Global Financial Services Capgemini Let the customer speak! New findings from the 2011 "World Retail Banking Report Customer Experience Index" from Capgemini, UniCredit and Efma - Learn the latest customer preferences and satisfaction levels across product, channels and customer interactions covering over 10,000 customers spanning 25 countries - Understand how banking clients interact for sales, service and information gathering across products and channels - Gain deep insight into how factors shaping the customer experience differ across Asia Pacific, Europe, Latin America and North America Laurence Boulet CRM Manager Mutuelle d Assurances du Corps de Santé Français & René Lefébure Director CRM Multichannel Altima France Customer path development in insurance for enhanced loyalty - Specific challenges for CRM in insurance and the mutual environment - Analysis methodology and valuation of customer paths - Differentiated relationship processes - Results to date Sylvie Meyer Head of Multichannel Management PostFinance Switzerland Customer intelligence: how to make a difference! - Inbound marketing: from "push to pull" or the principle of relevance in meeting customer needs - Emotional CRM: how to produce the "wow effect" (example at PostFinance) - Potential, behaviour and preferences: increased efficiency through concentration Masterclass on direct marketing campaigns evaluation Petr Ptáčník Data Mining Team Leader Direct Marketing česká spořitelna Czech Republic Evaluating direct marketing campaigns for maximum profitability Proven evaluation methodology, statistics as the foundation while staying behind the scenes, from basic to advanced metrics, evaluation approaches specific to the communication channel and handling non-responders.

5 Wednesday 11 May 2011 Morning João Manaças CRM Manager Banco Espírito Santo Portugal The challenge of implementing a new CRM system - The evolution of marketing paradigms and the need for a (new) CRM system - Managing the project: from "vision" to "going live" - Engaging end-users: how to change old habits - Early results and key lessons learnt Michalis Mavitzis Executive Advisor National Bank of Greece Greece How to train your dinosaur: a four year journey to introduce a centralised customer analytics and campaign management structure in a state-controlled bank - Can the branch network be used as an outbound call centre (in parallel with the normal one)? - Selecting the correct tree for segmentation: the European tree vs. the Anglo-Saxon tree - How long is the customer lifetime? - Is it possible to run analysis and campaigns without an operational database and campaign management system? Jurriën Kamst Head of Customer Contact Marketing SNS Bank The Netherlands The SNS inbound marketing machine - Database marketing meets behavioural targeting - Full integration of offline customer profiles and online clickstream data - Real-time customised and relevant offers within the online banking environment - Additional sales, call reduction and loyalty - Rewarded with a Marketing success award (2009) and a Dutch CRM innovator award (2010) Ronan Doherty Strategy, Customer Management and Insight AIB Bank Ireland Driving customer value management in retail banking - Using customer analytics to inform strategy - Developing a clear customer value management strategy - Aligning the needs of product, channel and customer for effective multichannel campaign management - Driving campaign effectiveness using measurement - Developing systems to improve the customer engagement Study presentation Pierre Pilorge Partner Ernst & Young "Customer behaviour in retail banking"an Efma-Ernst & Young report A global survey on more than 20,000 customers worldwide.

6 Wednesday 11 May 2011 Afternoon Speed CRM: interactive forum on CRM Our normal format of having bank speakers presenting their CRM projects will be expanded and enhanced to include a new interactive forum on CRM. Specialists will provide short, three slide presentations on key CRM learning points. Each subject will have specialist speakers whose presentations will cover: issue definition, their solutions, recommendations and benefits. Each topic will then be followed by an open questions-and-answers session providing participants with as much information as possible on the subject and facilitating wide-ranging exchanges of experiences. The CRM topics covered include: Customer dialogue: improving interaction between the sales network and customer Jurriën Kamst Head of Customer Contact Marketing SNS Bank The Netherlands Riccardo Santi General Manager and Principal Consultant Talent Italy Renato Santi Head of Personal Banking Banca della Svizzera Italiana Switzerland Multichannel CRM: employing and coordinating all channels of CRM Juan Manuel Zanón Pérez Head of CRM Bankinter Spain Michalis Mavitzis Executive Advisor National Bank of Greece Greece The balance between commercial proposition and credit risk: challenges and opportunities of an integrated view Paolo Di Biasi Head of Internal Validation Intesa Sanpaolo Italy Konstantinos Tsiptsis CRM and Customer Intelligence Expert Greece and author of the book Data Mining Techniques in CRM: Inside Customer Segmentation Lifecycle management in practice - Defining customer lifecycles - Using customer intelligence for lifecycle management - Propensity modelling and next best activity - Setting objectives and KPIs for lifecycle management Attila Kezdődy Director Strategic Analysis and CRM Support Department K&H Bank Hungary Evolution of operative CRM: from idea to millions of records and their utilisation - Utilisation evolution and drivers: management push, "carrot vs. stick", motivation system - Moving forward from a standstill: when even top management support is not enough - Future trends and expansion of operative CRM capabilities: rightsizing functions, automatic bonus projection, task management, etc. Christophe Langlois Founder and CEO Visible-Banking.com United Kingdom The unique added value of social media for CRM - Social media offers yet another channel to accomplish CRM goals - An innovative way to get to know customers and to approach customer service

7 S C H E D U L E Tuesday 10 May 2011 Wednesday 11 May :15 Welcome coffee and registration 8:15 Welcome coffee 9:00 Martin Nitsche Commerzbank 9:25 Anne Kyhl Hauskou Nykredit 9:00 João Manaças Banco Espírito Santo 9:25 Michalis Mavitzis NBG 9:50 Graham Flower HSBC 9:50 Jurriën Kamst SNS Bank 10:15 Panel session 10:15 Panel session 10:45 Break 10:45 Break 11:15 Juan Manuel Zanón Pérez Bankinter 11:15 Ronan Doherty AIB Bank 11:40 Attila Bayrak Akbank 11:40 Pierre Pilorge Ernst & Young 12:05 Panel session 12:05 Panel session 12:25 Lunch 12:25 Lunch 13:55 Francesca Nieddu Intesa Sanpaolo 13:55 Interactive forum on CRM 14:20 Imre Balogh MKB Bank 15:15 Break 14:45 Yalçin Sezen Isbank, Türkiye İş Bankası 15:45 Konstantinos Tsiptsis 15:10 Jean Lassignardie Capgemini 16:10 Attila Kezdődy K&H Bank 15:35 Panel session 16:35 Christophe Langlois Visible-Banking.com 16:15 Break 17:00 Panel session 16:45 Laurence Boulet MACSF René Lefébure Altima 17:30 Refreshment 17:10 Sylvie Meyer PostFinance 18:00 End of conference 17:35 Panel session 17:55 Masterclass Petr Ptáčník Česká spořitelna 18:30 End of day one

8 ATTENDEE S INFORMATION Registration form Customer intelligence and CRM Paris, May 2011 Mrs. Ms Mr. First name last name Job title Institution VAT ID number Address Tel Fax Assistant s information (or person in charge of the registration) Last name first name tel PRACTICAL INFORMATION Dates The conference will begin with a welcome coffee on Tuesday 10 May 2011 at 8:15 a.m. and will end on Wednesday 11 May 2011 around 6:00 p.m. Location Hotel Lutetia - 45 boulevard Raspail Paris, France Tel.: Fax.: Free WiFi available in the conference room Social networking Follow this event: #EfmaCRM Efma CRM for Financial Service Institutions Languages Simultaneous translation in English and French will be provided during the sessions. Accommodation Each participant must pay the cost of his or her accommodation directly to the hotel before departure. Rooms have been provisionally reserved Payment By bank transfer to Efma Sarl bank account IBAN: FR BIC: CCBPFRPP Natixis, FE3 - Unité 3B/747 BP 4, F Paris Cedex 2. By credit card: MasterCard Visa American Express for the nights of 9 and 10 May 2011 at the hotel Lutetia. The cost of a single room is 200 euros per night, 210 euros for a double room (including breakfast and taxes). Once you have registered and received a confirmation from Efma, an accommodation form will be available for download on your personal space on our website. To book your room, please complete and return this form to the hotel before Saturday 2 April 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. Cancellations All cancellations must be received in writing. A 20% cancellation fee will be charged for all cancellations received on or before Tuesday 26 April 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. Registration fee All registrations are strictly personal. 1,600 euros + VAT 19.6% = 1, euros for representatives of Efma member institutions. 2,400 euros + VAT 19.6% = 2, euros for representatives of non-member institutions. Card n Expiry date Date Signature Efma 8, rue Bayen Paris France Tel: Fax: APE: 8230Z - VAT ID: FR Efma sarl company with registered capital of EUR 15,000 - RC Paris In accordance with Article 27 of the law on the processing of personal data of , 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.