- Understanding why retention and acquisition strategies are not always successful – realising the implications of failing to integrate strategy with enterprise processes
- Building effective churn management strategies - developing a
set of capabilities in order to acquire and retain the most valuable
customers
- Building the right analytical database and skills
- Identifying the existing and potential customer value
- Identifying the optimal budget for customer retention based on the propensity to churn and customer value
- NBO (Next Best Offer) concept
- Family & Friends Activities
- Exploring how to develop an effective customer strategy with the
aid of Sunrise campaigns
- surprise the customer
- monitor customer satisfaction
- survey for x-sell & up-sell
- Sectors
- Formats
Marketing Mobile Services
Targeting, marketing and delivering consistent customer experience to maximize ARPU
3-5 October 2006, Lisbon Marriott, Lisbon, Portugal
Workshop Agenda
Pre-Conference Workshop
Enabling CRM to Advance and Optimise your Marketing Campaigns
Monday 2nd October 2006
Led by Luca de Carli of Sunrise SBC and Dr
Evangelos Xevelonakis of Swiss Valuenet
This post-conference seminar will give participants an understanding of all the challenges and requirements of implementing This post-conference seminar will give participants an understanding of all the challenges and requirements of implementing a successful CRM methodology and infrastructure, from determining the overarching strategy to creating the operational procedure to ensure project success. a successful CRM methodology and infrastructure, from determining the overarching strategy to creating the operational procedure to ensure project success.
Registration and Coffee
09:00
Session 1: Developing Effective Churn Management Strategies
09:15
Coffee
10:55
Session 2: Designing and Establishing a CRM Process for Implementing a Churn Management Strategy
11:15
- Presenting a design of a sustainable centric Churn Management process for implementing a churn strategy
- Outlining the basic principles for its establishment in the organization (KPI, roles, supportive processes, etc)
Session 3: Developing your Retention Capability
12:00
- Harnessing advanced analytical tools to reinforce mobile retention
strategy
- Effective modelling (churn, x-up-sell, etc)
- Showing tools capabilities
- Viscovery
- SAS
Lunch
13:10
Session 4: Campaign Evaluation
14:10
- Developing a simplified model for calculating the expected NPV
of a campaign. Identifying and examining the parameters involved:
- Customer profitability
- Propensity to churn
- Propensity to accept
- Campaign duration
- Campaign cost
Coffee
15:10
Session 5: Executing Profitable Campaigns
15:30
- Presenting a CRM solution for achieving one customer view and analysing its success in integrating ‘product and bundling’ offer campaign management
Final Q&A and workshop close
16:30
About your workshop leaders:
Dr. Evangelos Xevelonakis is Managing
Director of SWISS VALUENET. He graduated in economics and computer science
and has a doctorate in Marketing (CRM) from the University of Zurich.
Before joining SWISS VALUENET he headed the Strategic CRM Department of
SWISSCOM. He also worked for CREDIT SUISSE, where he was responsible for
constructing the Database Marketing Process for Direct Banking. His current
activities involve predictive modelling for churn management, customer
segmentation, customer profitability, and designing concepts for strategic
CRM. He is also lecturer for CRM, data and process modelling at the Zurich
University of Applied Science
Luca de Carli is the Head of CRM at SBC, Sunrise Business
Communication (TDC Switzerland) in Switzerland, a subsidiary of Tele Denmark.
His day to day responsibilities includes managing a fully integrated CRM
system in close loop modus for all relevant BtoB and BtoC segments. Luca
not only has wide experience in CRM and data process modelling, but also
a broad and firm educational foundation given his studies in marketing
and business management in Switzerland and further a field.
