Customer intelligence and CRM

Conference 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

C O N F E R E N C E Customer intelligence and CRM Using customer insights and intimacy to regain their trust Scan this QR Code on your phone and access event regular updates. 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 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 F Forum: sharing common issues This new concept is based on small, informal discussion groups, composed of participants who share 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

Thursday 25 October 2012 Morning Henrik Winther Head of Strategy and Projects Segments, Retail Banking & Peter Brandt Programme Manager Operational CRM Nordea Bank Denmark 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 Beyza Selçuk Business Development Director Retail and Small Business Marketing TEB Turkey 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 Sandy Vaci Chairman of the Supervisory Board Credit Bank of Moscow Russian Federation 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 Erika Fattori Head of Community Intelligence UniCredit Italy 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 Jonathan Burez Head of Customer Intelligence Business Analysts ING Belgium Belgium 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? Luigia Tauro Responsabile Servizio Analisi Mercato Clienti e Canali Banca Monte dei Paschi di Siena Italy 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 Attila Bayrak Senior Vice President Customer Relationship Management Akbank Turkey 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 David Rath Business Market Strategy Manager AIB Bank Ireland 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 Peter Fusek Head of CRM and Research & Peter Lakata Head of Multichannel and CRM Zuno Bank Slovakia 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 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 Jurriën Kamst Head of Interaction Marketing SNS Bank Netherlands 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 Ole Søholm Jensen Manager, Business Development Spar Nord Bank Denmark 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 Hélène Yeches CRM, Customer Segmentation and Price Watch Director Allianz France France 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 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 Jukka Hekanaho Chief Customer Officer CustVox Switzerland 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 Download the Efma Events App* Plan your visit before, during and after the conference Access regular programme updates and alerts Ask questions and react in real-time with speakers and delegates during the event * Download the CRM App from www.efma.com/app NEW

S C H E D U L E Thursday 25 October 2012 Friday 26 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 9:25 Beyza Selçuk TEB 9:50 Sandy Vaci Credit Bank of Moscow 10:15 Questions & answers 10:45 Break 11:15 Erika Fattori UniCredit 11:40 Jonathan Burez ING Belgium 12:05 Luigia Tauro Banca MPS 12:30 Questions & answers 13:00 Lunch 14:30 Attila Bayrak Akbank 14:55 David Rath AIB Bank 15:20 Questions & answers 15:40 Break 16:10 Peter Fusek & Peter Lakata Zuno Bank 16:35 Insight first! study presentation Accenture and Efma 9:20 Sandro Denegri Openbank 9:45 Jurriën Kamst SNS Bank 10:10 Questions & answers 10:30 Break 11:00 Ole Søholm Jensen Spar Nord Bank 11:25 Hélène Yeches Allianz 11:50 Questions & answers 12:10 Lunch 13:40 Speed presentation with Zuno Bank 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 17:00 Questions & answers 17:20 Masterclass by Česká spořitelna 17:55 Speed presentation with Nordea Bank 18:15 End of day one

Registration form Customer intelligence and CRM Paris, 25-26 October 2012 ATTENDEE S INFORMATION Scan me and register online now o Mrs. o Ms o Mr. / First name.........................last name....................................... Job title......................................................................................... Institution........................................................................................ VAT ID number (if applicable)......................................................................... Address........................................................................................................................................................................................ Tel.............................................Fax............................................ email........................................................................................... Assistant s information (or person in charge of the registration) First name.........................................last name....................................... email............................................tel............................................. PRACTICAL INFORMATION 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. 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 YouTube Efma Events App LinkedIn 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. 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 (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. 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 o 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. o By credit card: o MasterCard o Visa o American Express Card n Expiry date Date Signature Registration fee All registrations are strictly personal. o 1,600 euros + VAT 19.6% = 1,913.60 euros for representatives of Efma member institutions. o 2,400 euros + VAT 19.6% = 2,870.40 euros for representatives of non-member institutions. If you are interested but you cannot attend the conference, ask for the event s summary at marketing@efma.com o 400 euros (+ VAT 19.6%) = 478.40 euros for members. o 600 euros (+ VAT 19.6%) = 717.60 euros for non-members. 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. Illustrations: Bruno David