Customer acquisition, retention and communication

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more information on

www.efma.com

Customer acquisition, retention and

communication

Using new approaches to attract and retain customers

www.efma.com/loyalty

Paris, 13-14 November 2012

Pullman Paris Montparnasse hotel

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www.efma.com/loyalty

Every bank is finding it difficult to attract and retain profitable customers. Enticing them and

then building a long-standing relationship with them is therefore a fundamental aspect of the

new retail banking business model. Most banks now see customer centricity as a key priority.

A deeper understanding of customers and their needs will help to build higher levels of loyalty,

which is vital in these uncertain economic times.

This annual conference provides delegates with a participatory forum where they can not

only listen to presentations on the latest ideas, technologies and practices, but also share and

debate news and views during stimulating interactive discussions.

This year’s event will focus on the following aspects:

Building profitable customer relationships

Relationships.

Is a face-to-face advisory approach more important than a remote one? How

can banks build successful remote relationship management models that will ensure customer

loyalty?

Customer acquisition and retention.

New approaches to attracting customers, including new

channels and communication methods. Once banks have acquired customers, how can they

not only keep them but actually boost their loyalty? Possible solutions include cross-company

approaches rather than just marketing-driven initiatives. Measuring retention and the quality

of relationships.

Communication. Using the right language and communication technologies (such as social

media) to strengthen customer relationships.

Key acquisition and retention strategies

Targeting the best customers. How can banks identify the most profitable customers and

those with the highest potential? What role does pricing play in attracting and retaining

customers?

Brand and segmentation.

Using a strong brand to attract and retain customers. The creation

of new segments to improve retention and loyalty.

Preparing for the future.

The latest thoughts on developing a customer-centric retail banking

model for future growth and engagement.

Scan this QR Code on your phone and access regular programme updates

Customer acquisition, retention and

communication

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Cristina González Bravo de Laguna

Advertising Director

Santander

Spain

Developing a customer-centric multichannel approach to customer acquisition and retention

- Establishing clear and deliverable brand and communication values - Making it easy and convenient for customers to deal with you - Rewarding existing as well as new customers

- Key steps in building long-term customer relationships

www.efma.com/loyalty

Tuesday 13 November 2012

Morning

Pedro Appleton Figueira

Retail Marketing Vice President

Banco Espírito Santo

Portugal

The role of pricing in customer retention

David Villaseca

Global Head of Customer Management

BBVA

Spain

Customer loyalty as a consequence

- Segmentation: a key to customer understanding - Value offer: first, cover the customer’s real needs - Channels: contact point and experiences

- Relationship management: base line for programmes

Rickard Lindell

Head of Segmentation and Value Propositions

Nordea Bank

Sweden

How do we create long-term relationships in a new banking environment?

- Customer expectations and trends - The key elements in creating loyalty - A new way of interacting and using CRM

Interactive session

Joe Liddane

Managing Director Setanta Performance International United Kingdom

Best practices in customer acquisition and retention Sharing experiences between speakers and delegates

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Sophie Heller

Vice President

Marketing and Communication

ING Direct

France

How to use strong brand differentiation to attract and retain customers in an era of consumer distrust

- Key elements in building trust and long-term customer relationships - How to align brand and company strategy

- The increasing role of earned media (PR and social media) in customer communication

Tuesday 13 November 2012

Afternoon

Matthias Kröner

Chief Executive Officer

Fidor Bank

Germany

Banking between crisis and web 2.0

- The loss of trust in banking - Web 2.0 related developments

- How this is changing the financial services landscape - Fidor Bank´s approach

Robert Lommers

Social Media Manager

Rabobank

Netherlands

Social media, beyond the hype: making sense of a new form of communication

- Open communication - Webcare

- Reputation - Business

Pier Paolo Bucalo

Vice President

Global Online and Mobile Banking

UniCredit

Italy

Co-marketing to drive online growth

- A challenging and rapidly changing context - Discontinuity through co-marketing and partnerships - The road ahead

Peter Karst

Managing Director Marketing and Products

BAWAG P.S.K.

Austria

Developing a framework for customer engagement and loyalty

- Back to roots: how to multiply the principles of the old corner shop - Execution of segmentation strategies with event-driven marketing - From ‘push’ to ‘pull’: how to use the potential of inbound contacts - Design and impact of our cross-sell/loyalty programme

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Wednesday 14 November 2012

Morning

Mats Torstendahl

Executive Vice President Head of Retail Banking

SEB

Sweden

Loyalty and digital relationships in retail banking

- Customer retention as the key to long-term financial performance - Defining a loyal customer/relationship

- Impact of multichannel relationships on retail operations

- Renaissance of the advisory role/new roles of branch staff and demands on advisors to meet customer needs

- Working with customer metrics and knowledge/operational execution

Inge Ampe

General Manager Marketing

ING

Belgium

How we created and use a basic private client segmentation model to optimize our marketing campaigns

- How do we distinguish between cross-selling potential and retention needs? - How do we deal with new customers where we lack data?

- How do we differentiate between the different sub-segments to optimize sales and retention?

Ozge Kaymaz

CRM Marketing Systems Manager

Akbank

Turkey

Supporting customer loyalty with customer analytics

- Defining customer needs and converting them to sales - New age customer analytics

- Optimization of multichannel sales

Dizem Özalp Sarı

Multichannel CRM Programs Senior Manager

TEB

Turkey

Contact strategy from acquisition to win-back

- Constructing the strategy - Implementation and challenges - Lessons learned

Gabriele Frenzl-Fürst

CRM Specialist, Senior Expert

Erste Bank der Oesterreichischen Sparkassen

Austria

Using customer insights and CRM to retain customers

- Creating new segments

- Differentiation of product offerings and channels

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www.efma.com/loyalty

Wednesday 14 November 2012

Afternoon

Alessio Marchetti

Loyalty Specialist

Intesa Sanpaolo

Italy

The Intesa Sanpaolo approach to customer loyalty and acquisition

Dean van Leeuwen

Co-Founder

Chief Intellectual Adventurer

TomorrowToday

United Kingdom

Scripting your future

- The new rules for loyalty and business success

- Developing seven key competencies to build a sustainable business - Implementing a framework for new loyalty management practices

Marc Hinnenberg

Marketing Director

Aktia

Finland

Ensuring customer loyalty in a multichannel environment

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Concluding interactive session

Joe Liddane

Managing Director Setanta Performance International United Kingdom

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www.efma.com/loyalty

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Wednesday 14 November 2012

Tuesday 13 November 2012

8:15

Welcome coffee and registration

9:00

Cristina González Bravo de Laguna

Santander

9:30

Pedro Appleton Figueira

BES

10:00

Questions & answers

10:15

Break

10:45

David Villaseca

BBVA

11:15

Rickard Lindell

Nordea Bank

11:45

Questions & answers

12:00

Interactive session

13:00

Lunch

14:30

Sophie Heller

ING Direct France

15:00

Matthias Kröner

Fidor Bank

15:30

Robert Lommers

Rabobank Nederland

16:00

Questions & answers

16:20

Break

16:50

Pier Paolo Bucalo

UniCredit

17:20

Peter Karst

BAWAG P.S.K.

17:50

Questions & answers

18:05

End of day one

8:15

Welcome coffee

9:00

Mats Torstendahl

SEB

9:30

Inge Ampe

ING

10:00

Questions & answers

10:15

Break

10:45

Ozge Kaymaz

Akbank

11:15

Gabriele Frenzl-Fürst

Erste Bank der

Oesterreichischen Sparkassen

11:45

Dizem Özalp Sarı

TEB

12:15

Questions & answers

12:35

Lunch

14:00

Alessio Marchetti

Intesa Sanpaolo

14:30

Dean van Leeuwen

TomorrowToday

15:00

Marc Hinnenberg

Aktia

15:30

Questions & answers

15:50

Break

16:20

Interactive session

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Dates

The conference will begin with a welcome coffee on Tuesday 13 November 2012 at 8:15 a.m. and will end on Wednesday 14 November 2012 around 5:30 p.m.

Location

Pullman Paris Montparnasse hotel

19, rue du Commandant René Mouchotte - 75014 Paris, France Tel: +33 1 44 36 44 36 - Fax: +33 1 44 36 47 00

www.pullmanhotels.com

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 12 and 13 November at the Pullman Paris

Montparnasse hotel. The cost of a single or double room per night will be 203 euros, including breakfast and taxes.

Once you have registered and received a confirmation from Efma the day after, a link will be provided to enable you to book your accommodation. The hotel guarantees room availability and price before Monday 1 October 2012 only. 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 before Tuesday 30 October 2012. The full fee will be charged for cancellations made after that date, as well as for delegates who are unable to attend on the day, unless a substitute delegate is designated. Substitutions are accepted at any time.

Registration form

Customer acquisition, retention and

communication

Paris, 13-14 November 2012

ATTENDEE’S INFORMATION

Mrs. Ms 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

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. By credit card: MasterCard Visa American Express Card n°

Expiry date

Date Signature

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

Illustrations: Bruno David

Scan me and register online now

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