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Conference Day One - Tuesday 3 November 2009
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8.30am | Registration and refreshments
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9am | Chairman’s opening remarks
- What does ‘loyalty’ really mean in today’s turbulent society?
- Then and now: how consumers have changed
- Your brand, your partners and your employees: the combination to creating enduring loyalty
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| REDEFINING THE MEANING OF LOYALTY |
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9.10am | Keynote address: The economic crisis and its impact on customer loyalty
- Economic crisis - disaster or opportunity?
- Taking strategies back to ‘ground zero’: realigning and refreshing your strategic goals
- Get re-acquainting with your customers: understand what they want and what’s important to them right now
- Regaining trust: setting and attaining customer focused strategies that inspire loyalty
- Establishing a ‘loyalty culture’ within your business
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9.40am | Keynote address: Next generation loyalty
- A new level of customer engagement: leveraging more value from your existing customers through fantastic customer experience
- Achieving more with fewer resources and smaller budgets
- Managing the strategic balance from customer attraction to customer retention
- An innovative approach to loyalty: creative strategies, new technology and programmes that deliver real ROI
- Creating a new generation of brand evangelists: earning loyalty and maximising advocacy
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10.10am | Morning refreshments and networking
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| THE CHAMELEON CONSUMER |
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10.55am | Case study: Is the change in consumer behaviour simply a recession trend?
- Value – the consumer’s new mantra
- To what degree is price driving loyalty?
- Identifying emerging consumer trends: which ones are likely to last?
- The solutions: practical methods to maximise loyalty
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11.25am | Case study: True loyalty is priceless
- Understanding the importance of ‘customer experience’
- What non-tangible benefits do customers really value?
- Defeating price objections with superior value and service
- Enhancing customer engagement: making use of multiple touch points from traditional to digital
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| | Mr Rob McDonald, Senior Director, Global Strategic Partnerships, Hilton Hotels
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11.55am | Panel session: Price vs. experience - which is the true loyalty driver?
- Are consumers abandoning quality for convenience and cost savings?
- How are brands being affected?
- Is there still a market for ethical offerings and philosophies?
- How are businesses responding to these emerging consumer trends?
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| | Mr Rob McDonald, Senior Director, Global Strategic Partnerships, Hilton Hotels
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12.30pm | Networking lunch
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| FORMULATING A WINNING LOYALTY STRATEGY IN A DOWNTURN |
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1.40pm | Case Study: practical steps to retaining customers in times of economic uncertainty
- Knowing your market: the importance of understanding your competitor’s positioning and your target audience’s perception of the economic environment
- Using customer insight to understand and develop the key loyalty drivers in your category
- Developing and repositioning your brand to align to emerging customer needs
- Developing a loyalty strategy that optimizes brand allegiance in your customers
- Balancing short term solutions with long term strategy
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| | Mr Andrew Reaney, Propositions Director & Head of Retention, British Gas (Centrica plc)
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2.10pm | How to get ‘loyalty smart’: recession-proofing your loyalty plans
- Developing your loyalty strategy to retain customers in a slowdown
- Learning how to defend your budget in tough economic times
- Understanding how to redefine targeting to ensure proven positive results
- Learning how to re-evaluate your multi-media campaigns to maximise efficiency
- Discovering how to generate short term ROI and long term customer loyalty
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| | Ms Aubyn Thomas, Senior Vice President, Marketing Services: Credit & Loyalty, Macy's
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2.40pm | Low cost loyalty: how ‘challenger brands’ are doing more with less
- Why you shouldn’t let resources limit your ambitions
- How are challenger brands defying the economic turbulence?
- What are challenger brands doing differently?
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3.10pm | Speed networking & refreshments
 Speed Networking is a formal part of conference proceedings where all conference delegates meet each other for a short space of time and exchange business cards. They then proceed to form meaningful conference and business relationships. Speed Networking is a unique feature of a Terrapinn event and guarantees heightened networking for all participants.
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| INSPIRING EMOTIONAL LOYALTY |
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4pm | Case Study: From brief transactional contact to heightened emotional engagement
- Getting past price to gain emotional connectivity
- Earning your loyalty, not buying it
- Developing an emotional brand connection: loyalty beyond retention
- Understanding how loyalty can drive long term business growth and profitability
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4.30pm | Panel Session: Moving your customers up the loyalty ladder
- From first interaction to ‘brand evangelist’ – making this your priority
- It’s all about trust: why a brand’s trustworthiness and honesty are the key attributes in establishing loyalty
- Get more value from your customers using cost effective measures
- Do loyal customers really result in greater value to your business?
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5.20pm | Mind the Gap: Achieving customer loyalty across generations
- Explore of the different generational value systems
- Understand why younger and older customers have such different expectations and approaches to life, and why loyalty means different things to different generations
- How tapping into people's value systems can improve customer relationships and build stronger connections with your customers
- Realise how you can apply the insights immediately and change your company forever
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5.55pm | Chairperson’s closing remarks
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6pm | Networking drinks reception
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Conference Day Two - Wednesday 4 November 2009
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8.50am | Chairman’s opening remarks
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| LOYALTY INNOVATION |
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9am | Go global, go green or go home: Building Loyalty with creative business strategies
- Leading edge loyalty strategies from around the globe
- Profiting from 3 global trends: co-operative marketing, customer centricity and corporate social responsibility
- Mistakes to avoid when implementing a programme to build brand loyalty
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9.30am | Case study: Taking your customers on a ‘brand journey’
- Back to basics: re-evaluating your brand and identifying your ‘brand pillars’
- Opportunities to build new meaning into your value proposition
- Developing the customer experience through innovative multi-channel engagement
- Why mobile connectivity holds the future for customer engagement
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10am | Case Study: Embracing Loyalty 2.0 – making your brand relevant and accessible
- Incorporating Web 2.0 into your loyalty strategy
- Effectively implementing and using online functionality
- Building and accessing online communities using social engagement tools
- Identifying which resources to utilise
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| | Mr Steven Taylor, Senior Director, Digital Loyalty Partners, Starwood Hotels & Resorts Worldwide
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10.30am | Morning refreshments and networking
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| THE ROLE OF THE LOYALTY REWARD SCHEME |
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11.10am | Making the right choice: the optimal programme model to support and enhance your strategy
- Understanding the strategic considerations to take into account when choosing which loyalty model to deploy
- Exploring different programme models including proprietary, player, partner and coalition
- Addressing the pros and cons of each model
- Looking at loyalty models across various industry sectors – who deploys what, and why?
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11.40am | Case study: coalition partnerships and reward schemes that can really drive customer engagement
- Experience with Spend and Save
- Options considered: loyalty, no loyalty?
- From 'in-house' model to programme partnership: examining the initial results
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12.10pm | Panel session: Reward scheme… or not…?
- To what degree can a loyalty programme really differentiate you from your competitors?
- Do the benefits outweigh the costs?
- 'Points' aren’t just 'prizes': adding value to your programme
- Can incentives and reward schemes lead to genuine customer satisfaction?
- Are promotions really profitable?
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12.55pm | Networking lunch
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| DERIVING MORE VALUE FROM ANALYTICS IN A TOUGH ECONOMY |
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1.55pm | Chairperson’s opening remarks
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2pm | Not an ‘instead’ but an ‘also’: loyalty schemes to compliment your strategy
- How the right programme can be your richest data source
- Practical steps to establish a successful loyalty scheme
- Multiple touch points – using data mining, intelligence and customer experience to improve statistics
- Understanding the impact your customer loyalty programme can have on your competitor brands
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2.30pm | Case Study: Retention – Customer lifecycle stress point or opportunity?
Large B2C organisations take different approaches to customer retention. From proactive time-based offers through to product sales as a retention device there are various strategies and levels of success. Using observations from Lloyds-TSB, Telenor, Nationwide Building Society and Merrill lynch/Bank of America these approaches will be compared and contrasted. State of the art retention management is closer than you think.
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3pm | Case study: Revitalising your data strategy to really drive loyalty
- Maximising the potential of your customer data: business intelligence and loyalty starts here
- Understanding how to make loyalty analytics your competitor advantage
- Using loyalty data to positively impact your bottom line
- Understanding the key to setting financially viable targets
- Costing out your programme: essential areas of investment
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3.30pm | Afternoon refreshments and networking
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4pm | Case study: Prescription for expanding the boundaries of loyalty programme data
- Leveraging the rich transactional database of reward programmes to drive sales and profitability
- Looking at segmentation models that optimise programme data and improve marketing resource allocation
- Gaining competitive advantage by data mining for strategic initiatives
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4.30pm | Partner marketing: combining forces with complimentary brands to maximise resources
- Leveraging off combined resources and data to increase reach
- How coalition websites can offer economical means for increasing ROI
- Why partner marketing can lead to increased engagement and retention by giving your customers more choice, improved offerings and an enhanced experience
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5pm | Moving beyond campaign management: delivering event-driven loyalty management through an online promotions platform
- Mobile Industry Challenges beyond Traditional Campaign Management
- Creating an Interactive and Real Time Customer Experience
- The Zain Experience (Case Study)
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5.25pm | Chairperson’s closing remarks
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5.30pm | End of conference
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Pre-Conference Workshop - Monday 2nd November 2009
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| SOCIAL MEDIA – THE NEW LOYALTY DRIVER |
Online technology has entered a new era with the emergence of communication platforms such as Twitter, MySpace, Flickr and You Tube. Mobile connectivity is making accessibility to information easier and faster than ever before. Consumers now have the ability to share opinion, information and experiences any time, any place and anywhere with a global audience.
These new methods of communication provide an invaluable resource for businesses to expand their reach, strengthen their brand and increase customer loyalty, but many organisations are still on the back foot when it comes to recognising and embracing these powerful and cost effective marketing tools.
This workshop will provide you with the insight and knowledge to incorporate effective web 2.0 initiatives into your loyalty strategy, enhance your brand image, and increase customer engagement.
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1pm | Registration and refreshments
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1.30pm | Welcome and introduction
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1.40pm | Web 2.0 fundamentals – getting to grips with online loyalty initiatives
- How can ‘online’ enhance customer engagement?
- Assessing the commercial impact of social media
- Understanding what communication platforms are out there and what really works
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2.10pm | Social media – overcoming objections to reap the rewards
- Web 2.0 strategies: examining the threats and opportunities
- Understanding how to balance the use of multiple communication channels to gain maximum reach and meet customer expectation
- Building brands through technology that empowers consumers
- Social media – the low cost solution
- Q&A
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3pm | Afternoon refreshments
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3.30pm | Case Studies: Embracing social media into your loyalty strategy: the secret of success
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4pm | The key to implementing your social media initiatives
- Identifying your partners – who are the stakeholders you need to make it work?
- Getting the communication right first time
- Effectively measuring ROI – assessing the true value of your social media initiatives
- Q&A
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4.45pm | Conclusions: Social media’s role in the future of digital marketing and customer engagement
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5pm | End of workshop
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