Maximising Customer Loyalty & Profitability Final Programme

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201 April
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Maximising Customer
l ty
Loyalty and Profitability
Learn how to develop and deliver a differentiated customer loyalty strategy to drive
customer retention, maximise value and secure your competitive advantage
16th – 19th May 2011 | Hilton Vienna Danube, Vienna Exclusive speaker panel led by:
Olivier Mourrieras
Gain first-hand insight into key issues: Head of Customer Insight & Advocacy
Orange Business Services
- How to strategically position your company brand to maximise customer
engagement Riaz Rafat
- How to effectively leverage customer profiling and segmentation to drive Director of CRM & BI Portfolio
retention and ARPU Telenor Norway
- How to maximise the return on your high and low value customers
Jonathan Earle
- How to harness the power of social media to cost-effectively communicate with Head of Consumer Mobile
your customer base Telefónica O2 UK
- How to identify and manage potential churners to minimise customer switching
Michael Havas
Group Director of Customer Service & Online
Telekom Austria Group
PLUS! Don’t miss out on the additional
learning opportunities:Pre-conference workshop Hatem Haïkal Labben
Group Director of Value Management
Etisalat
Pre-conference workshop day Paul Elworthy
Monday 16th May 2011 Head of Broadband Product Experience
Learning from Orange FT Group’s strategy for developing Virgin Media
and implementing a refreshing approach to CEM Turkka Koivu
Led by: Peter Crayfourd, Head of Customer Lifecycle Experience, Head of Customer Intimacy
Orange FT Group Elisa
Examining how to develop, implement and effectively
manage a customer-centric strategy to maximise customer “This event will be a prime opportunity
loyalty and minimise churn to discuss new and innovative ways to
For updates on the workshop leader please visit www.loyaltyandprofitability.com foster efficient customer relationships”
Michael Havas
Post-conference workshop day Group Director of Customer Service & Online
Telekom Austria Group
Thursday 19th May 2011
Harnessing the power of social media communication to
cost-effectively communicate with your customer base “An excellent opportunity to gain best
Led by: Michael Havas, Group Director of Customer Service & Online and
practice from others on how to translate
Elisabeth Gogg, International Marketing Consultant, Telekom Austria Group
customer insight into concrete strategies
and actions to maximise customer value
and reduce churn”
Riaz Rafat
Sponsors:
Director of CRM & BI Portfolio
Telenor Norway
Register now at: www.loyaltyandprofitability.com

2. Do you need to know how to drive customer loyalty and extract maximum value from Top 5 Reasons to Attend
your customer base?
If so, then Telecoms IQ’s Maximising Customer Loyalty and Profitability is the event for you. Gain
comprehensive insight into the tactical and strategic opportunities to drive customer retention and 1. Take advantage of the only
revenue growth. You will find new and innovative ways to engage your customers, maximise ARPU event in the market that
and secure your competitive advantage. links customer loyalty
Bringing together telecoms operators from across Europe and the MENA regions, learn first-hand to profitability
the foundations of customer loyalty: what drives it, how you can maintain it and ultimately how
you can integrate it into your company strategy. 2. Challenge your thinking on
Gain in-depth insight from 17 leading operator case studies including: the fundamental drivers
- Examine how Telefónica O2 UK uses its loyalty scheme to increase customer satisfaction and stimulators of
and to stimulate revenue generation customer loyalty and
- Determine how Telenor Norway are effectively leveraging customer profiling and profitability
segmentation to drive retention and ARPU
- Establish how UPC Netherlands have implemented a proactive customer base 3. Learn how to drive a
management strategy to increase loyalty and minimise churn fundamental shift in your
- Learn from Hutchison 3 Ireland how to identify and manage potential churners to minimise customers’ perception
customer switching
of value away from low
Plus, don’t miss out on the additional learning opportunities! Take part in our pre- and post- prices in order to
conference workshops where you will discover the true meaning of loyalty, how to develop and
manage a customer-centric organisation and how to harness the power of social media to maximise ARPU
communicate with your customers.
If you have any questions about the conference agenda or would like to speak yourself,
4. Benefit from 17 exclusive
feel free to contact me directly on +44 (0) 20 7368 9576 or email telecoms@iqpc.co.uk operator case studies
I look forward to seeing you in Vienna in May,
and learn how to enhance
up Save your loyalty strategy
t
Reg o €
iste 30 5. Be part of two in-depth
by 2 r and 0! add-on days
9 p ay
Kate Gray, Conference Producer, Telecoms IQ 201 April demonstrating how to
1
Take advantage of our exclusive media centre where you will find engage and communicate
with your customers to
podcasts, articles and case studies from Orange FT Group, BT Global
secure their loyalty
Services, Mobily & Telefónica Europe www.loyaltyandprofitability.com
Pre-Conference Workshops | Monday 16th May 2011
Registration will begin at 09.30.
The workshops will take place between 10.00 and 16.00 with appropriate breaks for lunch and refreshments.
Learning from Orange FT Group’s strategy for developing and implementing a refreshing
approach to CEM
Led by: Peter Crayfourd, Group Head of Customer Lifecycle Experience, Orange FT Group
Delegates will develop a thorough understanding of how to map the journey from business centricity to customer centricity.
The workshop leader will outline a step-by-step approach for achieving this whilst evaluating the impact it can have on your company goals, KPIs,
organisational culture, customer relationships and touchpoint development.
Key themes to be addressed include:
- Developing effective relationships with your customer base: recognising the value of customer engagement with your brand
- Defining a set of operational brand values that will deliver an optimal customer experience
- Determining how to integrate customer feedback into your “coalition transformation strategy” to stimulate customer loyalty and maximise the
customer experience you provide
Examining how to develop, implement and effectively manage a customer-centric
strategy to maximise customer loyalty and minimise churn
Gain insight into how to develop and leverage an end-to-end customer-centric loyalty strategy including:
- Fixing the fundamentals: determining how to identify and meet the basic needs and expectations of your customer base Join our
- Identifying and overcoming the challenges of creating a customer-centric culture within your organisation Group – just search for
- Developing and implementing customer-centric KPIs throughout the organisation “Telecoms Networking Forum”
• Managing the transition from business-centric to customer-centric KPIs
Follow Telecoms IQ on
For updates on the workshop leader please visit www.loyaltyandprofitability.com @TelecomsForum
for the latest news,
reviews & offers in the
Telecoms Industry
Register now at: www.loyaltyandprofitability.com

3. Post-Conference Workshop | Thursday 19th May 2011
Registration will begin at 09.30.
The workshops will take place between 10.00 and 16.00 with appropriate breaks for lunch and refreshments.
Harnessing the power of social media to cost-effectively communicate with your
customer base
Led by: Michael Havas, Group Director of Customer Service & Online and Elisabeth Gogg, International Marketing Consultant, Telekom Austria Group
This in-depth workshop will enhance your understanding of the dos and don’ts of social media communication. Learn how to optimise your relationship with
your subscriber base and develop effective, meaningful two-way conversations that drive customer engagement.
Gain key advice on tried and tested social media engagement efforts and find out how to cost-effectively take your communication strategy to the next level.
You can expect to meet Directors and Heads of: Key case studies not
- Loyalty
to be missed:
Western Europe
- Marketing Eastern Europe - Examine how Telefónica O2 UK uses
13%
- Customer Insights Scandanavia its loyalty scheme to increase
30% customer satisfaction and to stimulate
and Advocacy Middle East 13% revenue generation
- Customer Service North Africa
- Determine how Magyar Telekom
- Customer Experience
14% have successfully integrated a
- Brand Customer Experience Management
30%
From Fixed, Mobile strategy within their business to
and Integrated Operators optimise customer loyalty
- Evaluate the results of Orange
Business Services’ Customer
Thoughts from our expert speaker panel: Partnership Programme for stimulating
customer loyalty
“An excellent opportunity to see and discuss powerful
- Establish how Telekomunikacja
customer retention operations and strategies.” Polska are effectively recognising
and forecasting customer churn
International Project Manager for CRM Best Practices
triggers to maximise customer
& Advanced Analytics, Deutsche Telekom
retention
“This will be a great chance to gain an insight into - Understand how Etisalat are
identifying their high and low value
customer loyalty best practice across different operators customers and developing strategies
and network with analysis experts in the field of to maximise their profitability
customer retention.”
Media Partners
Retentions Analyst, Hutchison 3 Ireland
“An opportunity to network and understand how
other markets drive profitability, customer loyalty
and ‘fandom’.” InterComms
INTERNATIONAL COMMUNICATIONS PROJECT
Head of Consumer Mobile, Telefónica O2 UK
Sponsorship opportunities: meet prospects for your customer loyalty solutions
80% of our delegates will use this event primarily to network. Position yourself as a leading solution provider to global
network operators at the Maximising Customer Loyalty & Profitability conference.
Telecoms IQ attendees have an active interest in hearing from companies that can provide solutions for:
· Data collection and analysis · Customer retention · Churn management · Campaign management · Billing and CRM
If you have a solution for Heads of Loyalty, Marketing Directors or Customer Relationship Managers, we can help
connect you with your prospects. Telecoms IQ conferences attract senior level decision makers from operators across
Europe and the MENA region.
For sponsorship opportunities, contact Mark Lee on +44 (0) 20 7368 9434 or email sponsor@iqpc.co.uk
For your booking enquiries contact us on + 44 (0) 20 7368 9300

4. Conference Day One | Tuesday 17th May 2011
09.00 Registration and coffee - Company offerings
09.25 Welcome address - Company service
- Competitive offerings
Kate Gray, Conference Producer, Telecoms IQ
• Understanding how to analyse customer usage patterns to identify
09.30 Opening remarks from the Chair followed by a speed potential churners within your existing customer base
networking session • Establishing how to train your employees to recognise potential
09.50 Evaluating the success of Orange Business Services’ churners and manage them to prevent future churn
customer partnership programme for securing customer • Determining the extent to which you can transform a customer from
loyalty and profitability a potential churner to a loyal customer
• Understanding the strategic rationale behind Orange Business • Quantifying the future value of a potential churner and determining
Services’ customer partnership programme whether or not it is worth investing in retaining them
• Quantifying the value of investing in a partnership strategy and the Ronan Brennan, Retentions Analyst, Hutchison 3 Ireland
long-term profitability potential 14.20 Are Customers Loyal?
• Examining the challenges faced by Orange Business Services when • Leveraging different solutions to drive customer loyalty
implementing a partnership strategy at Group level and managing it - Prepay Top Up
at local level - Post Pay
- Cultural differences - I-Ticketing
- Language barriers - Hybrid Solutions
- Differing client needs, expectations and influences • Justifying the business case for investing in customer loyalty solutions
• Evaluating the success of Orange Business Services’ programme for to transform your business, drive ARPU and minimise churn
maximising the customer experience and securing customer loyalty - Where is the ROI?
Olivier Mourrieras, Head of Customer Insight & Advocacy, Orange • Establishing how to use loyalty solutions to differentiate your offering,
Business Services maximise the customer experience and drive long term measurable results
10.20 Examining how UPC have implemented a proactive - Powerful data analysis
customer base management strategy to increase loyalty, - Real time mobile marketing
reduce churn and generate new sales • Scrutinising case studies in which loyalty programmes have been
• Understanding UPC’s ‘Personal Subscription Scan’ model: an implemented to maximise customer lifetime value
award-winning campaign to proactively advise customers on the Honey Kirtley, Director of Loyalty & Stephen Upstone, VP of Sales
best packages for them in order to ensure value for money & Business Development, Velti
• Establishing how UPC have successfully migrated customers to new
14.50 Understanding how to manage and minimise customer
packages in order to maximise customer loyalty
• Determining how UPC implemented a proactive retention and customer
churn within the mass consumer broadband market
lifecycle marketing plan to improve customer targeting and interaction • Evaluating the pros and cons of using churn triggers versus a churn
Vincent Battem, Senior Manager Loyalty Marketing, UPC Netherlands prediction model
• Establishing how to recognise and effectively address churn signals
10.50 Morning refreshments
during standard up-selling outbound telephone campaigns
11.20 Examining how emerging trends within the call centre can • Determining how to manage customers who call the infoline with
drive NPS, boost customer loyalty and reduce churn intentions to leave in order to maximise retention
• Understanding the drivers of customer satisfaction within your • Examining different churn scenarios in the POS network: which churn
organisation and the impact of ‘forward fixes’ on NPS prevention strategies work and which do not?
• Determining the role of training within the call centre and its affect on
Robert Sambierski, Director of Loyalty & Retention,
NPS and customer loyalty
Telekomunikacja Polska
• Evaluating the results of one client’s NPS programme and how they
have used the results to reduce churn 15.20 Afternoon refreshments
Robert Dechant, Executive Vice President, Global Sales and 15.50 Examining Hutchison 3G Austria’s customer satisfaction
Marketing, Stream Global Services modelling framework to identify potential churners and
11.50 Understanding how Magyar Telekom have successfully unvoiced complaints
integrated a customer experience management (CEM) • Understanding how to develop a conceptual customer satisfaction
strategy within their business to optimise customer loyalty modelling framework based on the customer lifecycle
• Understanding the drivers behind Magyar Telekom’s CEM strategy • Determining how to create a methodological framework to identify
• Overcoming the challenge of getting CEM buy-in from within the unvoiced complaints
organisation • Establishing how to integrate this insight into a successful customer
- Senior Management satisfaction model
- Other Employees • Evaluating the results of the framework to date and future changes
• Determining how to engage the organisation behind the idea of that will be required to enhance the effectiveness of the model
customer-centricity Angela Neumayer, Customer Development Manager, Hutchison 3G Austria
• Examining the extent to which Magyar Telekom’s CEM strategy has 16.20 Maximising the customer experience and trust through the
driven customer loyalty delivery of an accurate and simple monthly bill
Tamas Lengyel, Customer Experience Leader, Magyar Telekom • Understanding how to work with the billing team to ensure that the bill
12.20 Understanding how to develop effective customer retention produced caters for the different needs of the entire customer base
strategies in (partially) saturated post paid markets - Online billing
This presentation will discuss the latest results from the strategy - Paper billing
deployed at T-Mobile Czech Republic - Convergent billing
• Examining the alternatives to customer loyalty point schemes for • Understanding how to ensure price transparency for all your services in
maximising customer loyalty and retention order to avoid bill shock
• Evaluating the importance of developing a long-term customer • Determining how to ensure the flexibility required to rapidly integrate new
retention strategy and determining how to integrate it with your offers and promotions with the existing billing system
customer contact strategy • Establishing how to train and manage your customer service employees to
• Understanding how to leverage fact-based marketing and data driven ensure that they can effectively respond to any billing queries or complaints
CRM to support your customer retention and renewals strategy For speaker updates please visit www.loyaltyandprofitability.com
• Evaluating the results of T-Mobile Czech Republic’s marketing and 16.50 Panel Discussion: What makes a customer loyal?
CRM strategies for maximising customer retention and renewals This session will take the form of a brainstorming exercise where
Marika Hacecka, International Project Manager for CRM Best panelists will present a number of ideas on the key drivers of loyalty.
Practices & Advanced Analytics, Deutsche Telekom & This will then be followed by an open discussion between panellists
Jitaka Schrothova, Head of Customer Insight Department, and the audience.
T-Mobile Czech Republic
Panelists will include:
12.50 Lunch Peter Crayfourd, Head of Customer Lifecycle Experience, Orange FT Group
13.50 Determining how to identify and manage potential churners Riaz Rafat, Director of CRM & BI Portfolio, Telenor Norway
to minimise customer switching 17.30 Closing remarks from the Chair
• Identifying the key drivers behind customer switching 17.40 End of conference day one
For your booking enquiries you can email us now: telecoms@iqpc.co.uk

5. Conference Day Two | Wednesday 18th May 2011
09.00 Registration and coffee • Understanding how to develop profiling and segmentation models
09.30 Opening remarks from the Chair that enable the effective analysis and use of all customer data whilst
remaining simple and flexible
09.40 Realising the advantages and overcoming the challenges of • Establishing what criteria to use to gain a clear understanding of what
using social media as a cost-effective way of communicating different customers want and are willing to pay for
with your customer base - Customer value - Customer usage
• Understanding how to harness the power of social media as a timely - Buying behaviour - Customer needs
and cost-effective way to communicate with your customer base • Understanding how to leverage the results of your customer profiling
• Leveraging social media communication to build up long-term and segmentation strategy to develop individual offerings that will
customer engagement drive usage across different segments
• Establishing how to use social media to collect customer feedback - Justifying the business case for doing this
on your offerings, services and overall brand • Establishing how to profile customer usage patterns and use this
• Determining how to monitor and respond to negative feedback in information to drive cross-selling and up-selling opportunities across
order to protect your brand different segments
• Evaluating the impact of digital communication on your organisation • Examining how to monitor and interpret changes in both the market
and communication strategy situation and the needs of your customer segments to ensure that
Michael Havas, Group Director of Customer Service & Online, your are consistently delivering high value offers and promotions
Telekom Austria Group For speaker updates please visit www.loyaltyandprofitability.com
10.10 Examining how Orange FT Group are implementing 14.40 Determining how to identify your high and low value
customer experience management across their Group by customers and develop strategies to maximise their
using a tactical solution and a strategic ambition profitability – Elisa’s perspective
This presentation will be split into two sections. Firstly it will examine how • Understanding different dimensions related to customer profitability
Orange FT Group have developed and implemented their “Mood • Leveraging customer profiling data to identify your high value and low
Transformation Strategy” at Group level. The second half of the presentation value customers
will demonstrate how Orange Switzerland have successfully adapted and • Evaluating the ROI of investing more resources in your high value customers
implemented this strategy to suit the local market conditions. See how they - Will the increase in retention and ARPU outweigh the costs?
have defined and operationalised pro-active continuous improvement • Assessing the costs and benefits of using customer facing staff to
programmes, the challenges they have faced and their future plans to maximise the value provided to, and the spend generated by, your
optimise the customer experience that they provide. high end customers
Peter Crayfourd, Head of Customer Lifecycle Experience, • Optimising the time spent with a customer on each interaction based
Orange FT Group & Senior Representative, Orange Switzerland on their value and profitability
10.40 Examining how Vodafone Ireland is driving a sustainable • Quantifying the value of redirecting large investments to cater for your
competitive advantage through a comprehensive customer high value customers
loyalty strategy Turkka Koivu, Head of Customer Intimacy, Elisa
• Understanding how to use customer value management as a key 15.10 Determining how to identify your high and low value
competitive differentiating strategy customers and develop strategies to maximise their
• Establishing how to influence the “right “ customer behaviour while profitability – Etisalat’s perspective
generating long term loyalty • Leveraging customer profiling data to identify your high value and low
• Determining how to leverage contextual marketing to deliver the right value customers
value to the right customer at the right time • Understanding how to train front line staff to recognise and cater for
Alessia Kosagowsky, Head of Customer Base Management, the different needs and expectations of your customer segments
Vodafone Ireland • Evaluating the ROI of investing more resources in your high value customers
11.10 Morning refreshments - Will the increase in retention and ARPU outweigh the costs?
11.40 Learning from Telenor Norway how to develop and leverage • Assessing the costs and benefits of using customer facing staff to maximise
segmentation models for the corporate and SME segments the value provided to, and the spend generated by, your high end customers
• Evaluating the pros and cons of using self-service customer care for your
• Examining the segmentation criteria used by Telenor Norway for the
lower value customers to ensure a cost-effective and consistent service
business segment
• Quantifying the value of redirecting large investments to cater for your
- Macro and micro segmentation
your high value customers
- Situation-based segmentation
Hatem Haïkal Labben, Group Director of Customer Value
- Behavioural segmentation
Management, Etisalat
- Other segmentation criteria: customer value, value at risk,
propensity to churn, network effects, industry 15.40 Afternoon refreshments
• Understanding how Telenor Norway have implemented their 16.10 Building a “loving customer relationship”: The Virgin Media story
segmentation models for the corporate and SME segments using • Understanding how Virgin Media recognised and leveraged the power
sales and service segmentation of their network to deliver differentiated and market leading products
• Determining how to leverage your segmentation results and including broadband and TV
customer insight to develop a portfolio of CRM and BI projects for • Examining how Virgin Media have developed a customer experience
the corporate and SME segments strategy to turn their customers into advocates
Riaz Rafat, Director of CRM & BI Portfolio, Telenor Norway - Providing optimal customer service and support
12.10 Examining how Telefónica O2 UK uses its loyalty scheme to • Determining how Virgin Media have created loyalty initiatives that add
increase customer satisfaction and “fandom”, and to value to their offering
stimulate revenue generation • Establishing how Virgin Media developed loyalty initiatives that make
• Establishing how Telefónica O2 UK have positioned customer insight a difference for their customers
at the heart of their business - Giving something back
• Understanding how Telefónica O2 UK have integrated this customer Paul Elworthy, Head of Broadband Product Experience, Virgin Media
insight across every touchpoint of the business 16.40 Establishing how to develop and leverage a single view of
• Determining the success of Telefónica O2 UK’s loyalty scheme in terms of the customer in order to deliver a consistent and optimal
- Increasing customer satisfaction customer service
- Creating “fandom” • Determining how to integrate customer data from across existing
- Stimulating revenue growth organisational silos to develop a single view of the customer
Jonathan Earle, Head of Consumer Mobile, Telefónica O2 UK - Managing the amount of data that you have
12.40 Panel Discussion: How can you transform your customers • Understanding how to use this data to create and deliver a consistent
into brand/company advocates? message across all touchpoints of your organisation
This session will take the form of a brainstorming exercise where panelists • Establishing how to effectively meet the needs and expectations of
will present a number of ideas on the key drivers of loyalty.This will then your customers at each touchpoint
be followed by an open discussion between panellists and the audience. • Understanding how to collaborate with your billing department to ensure
that your customers receive accurate and easy to understand bills
13.10 Lunch Ahmad Hestmat, Senior Loyalty & Retention Specialist, Mobinil
14.10 Leveraging mass market segmentation and profiling models
17.10 Closing remarks from the Chair
to effectively meet and exceed customer expectations and
drive ARPU 17.20 End of conference
COPYRIGHT: Telecoms IQ 2011. Due to unforeseen circumstances the programme may change and IQPC reserves the right to alter the venue and/or speakers.
Register now at: www.loyaltyandprofitability.com

6. Maximising Customer 5 WAYS TO REGISTER
Loyalty and Profitability
Online: www.loyaltyandprofitability.com
Tel: +44 (0)20 7368 9300
16th – 19th May 2011 | Hilton Vienna Danube, Vienna Fax: +44 (0)20 7368 9301
To speed registration, please provide the priority code located on the mailing label or in the box below. Email: telecoms@iqpc.co.uk
My registration code is IGC_Loyalty_SLIDE Post: your booking form to
Please contact our database manager on +44 (0) 20 7368 9300 or at database@iqpc.co.uk quoting the registration code above to
IQPC Ltd,
inform us of any changes or to remove your details. 2nd Floor,
Monday 16th May 2011 - Pre-Conference Workshops 129 Wilton Road,
• Learning from Orange FT Group’s strategy for developing and implementing a refreshing approach to CEM
• Examining how to develop, implement and effectively manage a customer-centric strategy to maximise London SW1V 1JZ
customer loyalty and minimise churn
Tuesday 17th - Wednesday 18th May 2011 - Two-Day Conference
Thursday 19th May 2011 - Post-Conference Workshop Team Discounts*
• Harnessing the power of social media communication to cost-effectively communicate with your customer base IQPC recognises the value of learning in teams. Groups of 3 or more
booking at the same time from the same company receive a 10%
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