Customer intelligence and CRM

Best practices in retail financial services

more information on

www.efma.com

Customer intelligence and CRM

Using customer insights and intimacy to regain their trust

Conference

www.efma.com/crm

Paris, 25-26 October 2012

Concorde La Fayette hotel

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www.efma.com/crm

Customer intelligence and CRM

Using customer insights and intimacy to regain their trust

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.

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

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

Forum: ‘sharing common issues’

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Exploring these discussions’ issues and gaining insight from masterclasses, speed sessions and leading

European industry speakers’ presentations, the conference will feature topics such as:

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Segmentation issues

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Predictive analysis and customer needs analysis

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Event-based marketing, content marketing and inbound marketing

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Exploiting data gained from digital channels

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A competitive, dual-channel sales platform

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The role of social media in a CRM strategy

Scan this QR Code on your phone and access event regular updates.

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

www.efma.com/crm

Thursday 25 October 2012

Morning

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

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

Thursday 25 October 2012

Afternoon

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

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

Speed presentation

Henrik Winther

Peter Brandt

How to ensure a CRM culture or a management support of the CRM effort?

Masterclass

Petr Ptá

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Advanced selection techniques for DM campaigns

- Efficient customer selection, contact policies, multistep campaigns, control group design and campaign design - Beyond predictive models

Friday 26 October 2012

Morning

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

Speed presentation

Josef Holböck

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

www.efma.com/crm

Friday 26 October 2012

Afternoon

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

Speed presentation

Peter Fusek

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

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

Download the Efma Events App*

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after the conference

• Access regular programme

updates and alerts

• Ask questions and react in real-time

with speakers and delegates during the event

NEW

* Download the CRM App from www.efma.com/app

www.efma.com/crm

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Friday 26 October 2012

Thursday 25 October 2012

8:15

Welcome coffee and registration

8:30

Forum: ‘sharing common issues’

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

17:00

Questions & answers

17:20

Masterclass

by

17:55

Speed presentation

with

18:15

End of day one

8:15

Welcome coffee

9:00

Speed presentation

with

Raiffeisen Analytik

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’

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 late-bookers, 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.

Registration form

Customer intelligence and CRM

Paris, 25-26 October 2012

ATTENDEE’S INFORMATION

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

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.

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: oMasterCard oVisa oAmerican 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

o400 euros (+ VAT 19.6%) = 478.40 euros for members.

o 600 euros (+ VAT 19.6%) = 717.60 euros for non-members.

Illustrations: Bruno David

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