Customer intelligence and CRM

Conference

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more information on

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Customer intelligence and CRM

Developing a profitable, customer-driven approach

Paris, 10 -11 May 2011

www.efma.com/crm

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:

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Effective campaign management,

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Implementation of event-driven marketing,

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Most effective use of statistical analysis,

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Delivery of a powerful customer experience,

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Delivery of high quality information to the channels.

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Customer intelligence and CRM

Developing a profitable, customer-driven approach

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www.efma.com/crm

New interactive formats

to facilitate wide-ranging exchanges of experiences

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Masterclass:

an interactive workshop on the "best in class"

approaches to a specific CRM issue, led by an expert.

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Speed CRM:

an interactive forum on CRM topics, followed by

an open questions-and-answers session.

Study presentations

Results from the following reports will be presented:

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"World Retail Banking Report Customer Experience Index 2011"

by Capgemini, UniCredit and Efma.

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"Customer behaviour"

Martin Nitsche

Head of Marketing Commerzbank

Germany

Bank 1.0 in dialogue with the customer 2.0 - The "new" customer

- Quality as a base for success

- Marketing and CRM as a customer service

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

www.efma.com/crm

Tuesday 10 May 2011 Morning

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

Attila Bayrak

Senior Vice President CRM

Akbank

Turkey

A holistic CRM structure

- Integrating marketing approaches with the sales force - A multichannel sales approach

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

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

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

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

Masterclass on direct marketing campaigns evaluation

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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.

Study presentation

Jean Lassignardie

- 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

Wednesday 11 May 2011 Morning

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

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)

Study presentation

Pierre Pilorge

"Customer behaviour in retail banking"an Efma-Ernst & Young report A global survey on more than 20,000 customers worldwide.

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

www.efma.com/crm

Wednesday 11 May 2011 Afternoon

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.

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

Riccardo Santi

Renato Santi

Multichannel CRM: employing and coordinating all channels of CRM

Juan Manuel Zanón Pérez

Michalis Mavitzis

The balance between commercial proposition and credit risk: challenges and

opportunities of an integrated view

www.efma.com/crm

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Wednesday 11 May 2011

Tuesday 10 May 2011

8:15

Welcome coffee

9:00

João Manaças Banco Espírito Santo

9:25

Michalis Mavitzis NBG

9:50

Jurriën Kamst SNS Bank

10:15

Panel session

10:45

Break

11:15

Ronan Doherty A

B Bank

11:40

Pierre Pilorge Ernst & Young

12:05

Panel session

12:25

Lunch

13:55

Interactive forum on CRM

15:15

Break

15:45

Konstantinos Tsiptsis

16:10

Attila Kezdődy K&H Bank

16:35

Christophe Langlois Visible-Banking.com

17:00

Panel session

17:30

Refreshment

18:00

End of conference

8:15

Welcome coffee and registration

9:00

Martin Nitsche Commerzbank

9:25

Anne Kyhl Hauskou Nykredit

9:50

Graham Flower HSBC

10:15

Panel session

10:45

Break

11:15

Juan Manuel Zanón Pérez Bankinter

11:40

Attila Bayrak Akbank

12:05

Panel session

12:25

Lunch

13:55

Francesca Nieddu Intesa Sanpaolo

14:20

Imre Balogh MKB Bank

14:45

Yalçin Sezen

15:10

Jean Lassignardie Capgemini

15:35

Panel session

16:15

Break

16:45

Laurence Boulet MACSF

René Lefébure Altima

17:10

Sylvie Meyer PostFinance

17:35

Panel session

17:55

Masterclass

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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 75006 Paris, France Tel.: +33 1 49 54 46 46 Fax.: +33 1 49 54 46 00 www.lutetia-paris.com/en

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

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 www.efma.com/myregistrations, your personal space on our website. To book your room, please complete and return this form to the hotel before Saturday 2 April 2011. 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 Tuesday 26 April 2011. 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

❏ By bank transfer to Efma Sarl bank account IBAN: FR 76 3000 7999 9904 2252 7800 001 BIC: CCBPFRPP

Natixis, FE3 - Unité 3B/747 BP 4, F- 75060 Paris Cedex 2. ❏ By credit card: ❏ MasterCard ❏ Visa ❏ American Express

Card n° Expiry date

Registration fee

All registrations are strictly personal.

❏ 1,600 euros + VAT 19.6% = 1,913.60 euros for representatives of Efma member institutions. ❏ 2,400 euros + VAT 19.6% = 2,870.40 euros for representatives of non-member institutions.

Date Signature

Registration form

Customer intelligence and CRM

Paris, 10-11 May 2011

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