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Day One - Wednesday 24th September 2008
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9.10am | Chairwoman’s opening remarks
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| FINDING THE KEY TO UNLOCKING YOUR CUSTOMER’S HEARTS |
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9.20am | Keynote: Going back to basics; the role of dialogue-driven loyalty marketing in retaining your customers
- Forging customer connection, harnessing the power of a portal
- Utilising installed base marketing to generate substantial growth in profits
- Assure relevance and results for loyalty initiatives and become a strategic asset to your customers and your business
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9.50am | Keynote: Successfully integrating loyalty at the enterprise level
- Creating organisational alignment to get behind your loyalty focus
- Achieving customer centricity within your organisation
- Driving operational excellence through out the business
- Effectively balancing technology and human interaction
- Measuring success in a meaningful way
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| ENGENDERING LOYALTY THROUGH POSITIVE BRAND EXPERIENCE |
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10.20am | Generating a two way dialogue with your consumer to foster long term loyalty
- What do they want from you?
- Understanding where you are welcome and where is off limits
- Extracting information to keep the relationship alive
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| | Louise Burns, Director of Customer Experience Management, Bentley Motors
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10.50am | Refreshments
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11.30am | Driving loyalty by connecting people
- Customer experience management - connecting with customers
- Involving the organisation by making things meaningful
- Understanding where to go - systematic approaches supporting leadership
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12pm | Learning from internal and external stakeholders to build better customer experiences
- How do organisations need to flex, learn and adapt to the rapidly changing needs of the 21st Century Customer?
- How can organisations use their customer data more effectively to proactively manage churn?
- How does Web 2.0 start to blur the boundaries between organisations and their customers?
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12.30pm | Networking lunch
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| KEEPING UP WITH TODAY’S CONSUMER |
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1.30pm | Keynote address: Loyalty 2.0 - why technology has become a critical enabler to delivering competitive advantage in Loyalty
- Examining the changing dynamics of the loyalty industry
- Loyalty program evaluation - are you innovating as fast as your customers?
- Understanding the different technology enablement options available
- Case study examples of technology innovation in the loyalty market
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2pm | Panel session: Utilising web 2.0 and social networking sites to bond with your consumers
- Is it better to be on the sidelines than being swiped at?
- Enhancing rather than moderating the experience – knowing when to butt out
- Picking the passing fad from the long term stayers – keeping one step ahead of the curve
- Weighing up whether it is worth it for your brand
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| | Tiffany Tuell, Director, Strategic Loyalty Marketing, Hewlett Packard
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2.40pm | Keynote: Maximising customer value through understanding motivations and behaviour
- The importance of knowing your customers in today’s market
- How consumer research can be effectively combined with database analysis
- Knowing what to say to each customer to maximise value and loyalty to your business
- Overcoming the challenges and demonstrating the benefits
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| | Rob Adams, Director, Customer Insight & Loyalty, The Logic Group
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3.10pm | Speed networking
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3.40pm | Refreshments
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| UNDERSTANDING THE PRIORITIES OF YOUR CONSUMERS TO GAIN THEIR LOYALTY |
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4.10pm | Building loyalty through use of innovative technologies
- NFC in loyalty cards – what are the concrete benefits?
- Looking at best practice – where has there been successful uptake and implementation?
- What are the implications for informing your loyalty strategy
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| | Sergio Cozzolino, Vice President. Innovative Service Development, Telecom Italia
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4.40pm | Panel Session: generating loyalty when price matters
- What does the future for loyalty in a price driven atmosphere
- Using brand identity and experience to forge a bond with your brand
- Has loyalty shifted from brands to information providers?
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5.20pm | Understanding loyalty for the luxury consumer
- Utilising CRM for the luxury markets.
- Making the differentiation as to which suits your business
- How to generate and retain loyalty in the premium end of the market
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| | Louise Burns, Director of Customer Experience Management, Bentley Motors
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6pm | Chairman’s closing remarks
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Day Two - Thursday 25th September 2008
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9am | Chairman’s opening remarks
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| GETTING THE MOST RETURN FROM YOUR LOYALTY PROGRAM |
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9.10am | Keynote case study: Piloting a loyalty program through changing skies - Delta adapts SkyMiles strategy to retain customer loyalty
- Examining industry and Frequent Flyer Program trends Identifying necessary changes through customer feedback and data analysis
- Launching industry leading modifications and tracking results to anticipate future trends
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9.50am | Case study: Generating loyalty in a sector where customers are notoriously promiscuous
- Understanding consumer drivers and incorporating them into program design
- Overcoming sector specific challenges - retaining and growing existing market share
- Successfully changing the company mindset to becoming customer-centric
- Defining loyalty in a competitive market
- Coping with competition in a fast growing market
- Communicating the value of a loyalty program efficiently
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10.20am | Case study: Converting your loyalty program from a cost to revenue stream
- Incorporating your loyalty program into your commercial strategy
- Ensuring the value proposition is maintained for your customers
- Overcoming short term challenges to realise long term benefits
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| | Gavin Hawthorn, vice president, business & relationship marketing EMEA, InterContinental Hotels Group
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10.50am | Morning refreshments
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PUTTING TOGETHER THE PERFECT PROGRAM |
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11.10am | Case study: Wyndham rewards – Successfully re-launching and re-positioning your rewards program
- Blending sectors and brands to build a new program identity
- Integrating existing soft and hard benefits and finding the balance
- Dealing with the challenges of globalising your program and keeping it locally relevant
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| | Jill Noblett, Sr. Vice President, Loyalty & Direct Marketing, Wyndham
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11.40am | Case study: TouchPoints – creating the UAE’s first bank-wide loyalty scheme
- Overcoming and understanding unique regional challenges
- The rationale for a bank-wide loyalty program
- Impact on business results
- Future potential of TouchPoints
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| | Arup Mukhopadhyay, Executive Vice President & Group Head - Retail Banking, Abu Dhabi Commercial Bank
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12.10pm | Case Study: Putting together a loyalty program for Russia’s number one food retailer
- What lessons were learnt on the way?
- How did the program evolve
- Looking at the impact on sales and customer retention
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| MAKING YOUR LOYALTY PROGRAM WORK FOR YOU |
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12.40pm | Case study: harnessing ‘hero’ product loyalty to drive growth through the business
- Creating a solution which speaks to your key consumers, giving them real value
- Using data to inform business development
- Building a successful program with exclusivity
- Making a two tiered solution work
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1.10pm | Networking lunch
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2.10pm | Case Study: Now to Wow! Involving your customers to earn loyalty and profit from promoters
- Uncovering how the LEGO Group has improved customer retention by becoming more "customer driven and experience focused"
- Developing relationships with customers and fans which deliver mutual benefit
- Understanding the importance of trust in earning your customers’ loyalty
- Evaluating what value a loyalty programme might add when a loyal customer base already exists
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2.40pm | Case study: Reaching through the screen – driving loyalty through your online presence
- The ease of experience - making it pleasant from beginning to end keeping customer
- service key
- Driving loyalty through trust – breaking down the barriers
- Customised communication to keep the dialogue relevant
- Learning about your consumer through your online interaction
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3.20pm | Afternoon refreshments
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3.40pm | Case study: Making cents of customer loyalty – Air Miles & American Express
- How has American Express used Air Miles as a tool to engender customer loyalty and strengthen customer relationships?
- How has American Express has used loyalty-marketing techniques to strengthen their brand, and effectively leverage the AIR MILES coalition program?
- Exploring their decision to join a coalition, the results they've achieved and how they balance marketing of their brand in a multi-sponsor coalition environment
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| LOOKING FORWARD – WHAT IS THE NEXT STEP? |
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4.10pm | Research presentation: Understanding today’s loyalty drivers – is your brand on track to drive the relationship forward?
- What are the factors that engender loyalty
- Which retailers have garnered the most loyal customers and why?
- What are the key factors that cause consumers to recommend a store or a brand?
- Breaking it down by demographics – getting to their specific drivers
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4.40pm | Chairman’s closing remarks
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5pm | End of conference
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Day Three - Friday 26th September 2008
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9am | Chairman’s opening remarks
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| GETTING THE MOST FROM YOUR DATA |
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9.10am | Keynote: Turning CRM in to concrete business intelligence to boost your bottom line
- Creating the benefits realisation plan
- Securing stakeholder buy-in
- Turning IT expenditure into business benefits
- How to get intelligence into action
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9.50am | Loyalty analytics. Understanding The art and the science.
- Overcoming fear of the unknown - Getting past suspicions to generate real insight from statistics
- Understanding the art as well as the science of stats
- Sorting the wheat from the chaff – focusing on the insights which can provide a real boost to your business.
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10.30am | Refreshments
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| UTILISING ALL THE TOOLS THAT ARE OUT THERE |
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11.10am | Quantifying CRM programs to the internal stakeholders
- Making sense of spending on loyalty analytics
- Measuring the return on your investment
- Putting intangibles into black and white
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11.40am | Case study: Driving strategic decision making with loyalty data gained from coalition loyalty
- Using a non price incentive in a price competitive market
- Driving incremental benefits to your business
- Generating positive ROI from marketing campaigns in a low margin industry.
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12.20pm | Networking lunch
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1.50pm | Influencing consumer behavior through utilising analytics.
- Analysing the online shopping behavior and modifying site design/content to influence the customer’s buying decision
- Putting the customer at the centre of the effort
- Driving ROI and profitability through advanced personalisation
- Profiling customers and determining the most actionable segments
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| INFORMING CUSTOMER INTERACTIONS |
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2.20pm | Research report: customer Chatter - measuring word-of-mouth effects in loyalty Programs
- Discover the importance of consumer advocacy as it relates to loyalty program retention and success
- Real-life examples and learn how to spark positive chatter within your customer base
- Examine and predict how demographic customer segments differ when participating in word-of-mouth behavior
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2.50pm | Customer Loyalty: Key Challenges & Success Factors
- Why customer loyalty is at the heart of the current economic challenges
- How customer loyalty connects to shareholder value
- Why it is key not to mix up customer loyalty and satisfaction
- How to manage different types of customer loyalty to generate value & growth
Naomi Kasolowsky, Loyalty Practice, Accenture
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3.30pm | ‘Futurecasting’ – incorporating modeling into your business planning
- Looking at with what accuracy insights can be received with – what are the general strengths and limitations
- The types of data do you need to have access to and what internal systems may need to be put in place
- Provide models to identify revenue boosting actions through up- & cross sell
- Developing strategic and tactical segmentation models that detect and prevent silent attrition
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4pm | Chairman’s closing remarks
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4.10pm | End of conference
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Pre-conference workshop - Tuesday 23 September 2008
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| Next Generation Loyalty – Delivering high performance through a consistent customer experience |
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| Workshop agenda |
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2pm | Welcome & Introduction
Natalie Kouzeleas, Senior Director, Marketing and Loyalty, Oracle EMEA
Frederique Schmitt, Loyalty Practice, Accenture
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2.15pm | Customer Loyalty: Key Challenges & Success Factors
Naomi Kasolowsky, Loyalty Practice, Accenture
· Why customer loyalty is at the heart of the current economic challenges
· How customer loyalty connects to shareholder value
· Why it is key not to mix up customer loyalty and satisfaction
· How to manage different types of customer loyalty to generate value & growth
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3pm | Customer Experience in Retail Banking
Key Learnings (and surprises) from Accenture’s 2007 Customer Survey (+3000 customers, 16 key banks)
Speaker TBC
· What are the key drivers of customer loyalty in retail banking
· How customer experience drives bottom-line value (resulting from increased retention, products per customer, etc.)
· What are the typical customer segments according to specific needs and expectations
· How to propose differentiated treatments to each segment so as to stimulate growth
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3.45pm | Coffee break
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4pm | Customer Loyalty: New Challenges Facing Retailers
Speaker TBC
· How the current economic climate requires retailers to rethink their relationships with customers
· How retailers use customer knowledge to influence customer behavior
· How to assess the efficiency of a retailer loyalty program
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4.45pm | Harnessing Real Time Customer Interactions to Enhance Loyalty and Grow Revenues
David Cressy, Director, Real Time Decisioning Solutions, Oracle Corporation
· How can you manage real time contact with your customers to ensure relevance and impact
· How can this be integrated with your existing and future channel strategy e.g. ecommerce, contact centre, kiosk, etc
· How can you learn from interactions to automatically improve customer responses over time
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5.15pm | Case Studies: How Efficient Loyalty Programs Can Support a Company’s Business (examples in Telco & Airline industry)
· How an efficient loyalty program can influence customer behavior and stimulate growth
· How customer loyalty can sustain corporate strategy and help renew brand image
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6pm | End of the workshop
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Tiffany Tuell,
