Informa Telecoms & Media Shop - Mobile Customer Retention & Loyalty '07
 

Mobile Customer Retention & Loyalty '07

Grow loyalty by optimising customer relationships with strategies for effective segmentation, differentiation from competitors and enhancing the customer experience

22-24 January 2007, Crowne Plaza, London, UK

Conference Agenda

Day One Monday 22 January 2007

Registration

08.30

Welcome Address and Speed Networking

09.10
NETWORKING SESSION
Your opportunity to get to know your peers before the start of the conference and set a relaxed and informal atmosphere

Chairperson's Introduction

09.20
  • Chair: Michael Llewelyn, Partner, CM4P (UK)

Defining Loyalty and Retention to Better Understand Customers and React to a Changing Climate

How Can Operators Reinvigorate Loyalty Among Today's Subscribers?

09.30
OPERATOR
  • What strategies can operators implement to combat an apparently disappearing concept of loyalty?
  • How can operators deal with an increasing churn rate and what does the increase signify?
  • Does the overall increase in contract length over recent years indicate a failure on operators' parts to offer services that retain customers themselves?
Speaker(s):
  • Baris Bezel, Head of Retention & Loyalty Programmes, Turkcell (Turkey)

Understanding the Changing Natures of Loyalty and Retention to Ultimately Construct Better Strategies for Driving Both

10.00
  • Examining the difference between retention and loyalty and why the concepts are important to operators
  • Retention as the strategy once a pre-churn customer has been identified
  • Loyalty as fidelity and the long term aim
  • How do these work together and what should operators' long term vision be of both?
  • Smashing misconceptions & understanding that customer satisfaction does not equate to loyalty and the actions operators can take to measure both
Speaker(s):

Coalition Loyalty Programmes - Benefits for Mobile Operators

10.30
Out of the Box Speaker Presentation
  • A focus on the benefits of a well designed and managed coalition loyalty program for mobile operators. Acquisition, cross selling and churn reduction.
  • Michael Llewelyn's current activities include the development of Russia's largest coalition Customer management program where he is a Shareholder and has been Project Manager and Principal Consultant for the last 2 years. Russia's leading mobile operator, Beeline, is also a Shareholder in the program along with BP and other "blue chip" market leaders.
  • Michael is a Founding Director of CM4P Ltd, a niche consultancy that specialises in the design, development, launch and operation of some of the biggest Customer management programmes in the world. Michael has experience in designing, developing, launching and running coalition loyalty programs in more than 20 countries including the Americas, Asia Pacific, and EMEA with recent experience in Western and Eastern Europe.
  • Michael's previous positions included Global Head of Shell's Loyalty, Customer Management and Cards Business, EVP of LMI (who own and run the Air Miles brand globally - including Nectar). Michael also spent 2 years working for the Orange UK Board to develop Orange's original Customer Driven Business Strategy in the UK.
Speaker(s):
  • Michael LlewelynM, Partner, CM4P (UK)

Refreshments and Networking Break

11.15

Differentiating Yourself in a Crowded Market by Winning Loyalty from Existing Customers Alongside New Acquisitions

Gaining Customer Recognition and Loyalty through Differentiation from Competitors

11.45
OPERATOR
  • Using customer contact and innovative services to get a grip on customer services and brand values that are key to differentiating operators in saturated markets and among homogenised service offerings
  • Communicating with customers on a more engaged level than competitors via different channels
    • marketing and branding campaigns
      • customer service
  • Creating communities among customer as a means to differentiate yourself and push the missing buttons that competitors may be missing - how can this be achieved?
    • Forming community based services
    • Creating communities through branding and advertising
Speaker(s):
  • Fabrizio Bona, Head of Mobile Business Unit, Wind (Italy)

Retaining Customers in the Face of Emerging Competition

12.15
PANEL DISCUSSION
  • What are the best strategies operators can deploy to combat new entrants and retain customers?
  • Operators in developed markets facing intense competition and lack of new acquisitions
  • Operators in developing markets facing emerging competition
  • How have incumbents in saturated markets globally fared when direct competitors such as MVNOs establish themselves in the marketplace?
  • Examples from international case studies & analysing successes and failures of churn prevention strategies
  • What is the limit to how many operators a market can bear?
Speaker(s):
  • Fabrizio Bona, Head of Mobile Business Unit, Wind (Italy)
  • Nina Martsin, Head of Customer Relations Department, Kyivstar (Ukraine)
  • Kazim Mujtaba, Senior Manager Strategic Planning, Warid Telecom (Pakistan)
  • David Walker, Chief Executive Officer, Business Logic Systems

Lunch

12.55

Interactive Round Table Discussion:

14.30
GROUP DISCUSSION
Delegates will split into three targeted groups to discuss experiences and solutions to important questions currently facing operators and MVNOs. Solutions will be presented by each group, giving each delegate a chance to interact with and learn from their peers. Examining how MVNOs Can Differentiate Themselves from MNOs to Retain Customers and Grow Loyalty in an Increasingly Competitive Market - and How MNOs can Combat this Threat to Retain Subscribers
  • Ideas for formulating strong loyalty programmes that differentiate new entrants competing for subscribers
  • Strategies for balancing the MVNO's offering so that customers are satisfied with the whole package and not just the brand's key differentiator, eg. price
  • How can the MVNO feed off the MNO's approach to customer service to meet and surpass customer expectations, thus creating loyalty
  • How can MNOs can retaliate in the competition and fortify existing strengths to retain vulnerable customers?

Improving the Customer Experience in Practice to Increase Loyalty - Adopting a More Customer-Centric Approach without Compromising Revenue

TDC Switzerland Case Study: Using CRM Capabilities to Maximise Customer Satisfaction in a Saturated Market

15.00
OPERATOR
  • Tools for maximising the effectiveness of:
  • Customer acquisition
  • Cross and upsell activities
  • Retention and loyalty strategies
  • Reconciliation and customer service recovery programmes
  • Win back campaigns
  • Strategies for gaining a competitive place in the market
  • Challenges and practical solutions to get value out of a CRM system
  • Key points to be learnt when designing a roadmap, and evaluating, implementing and rolling out a best-practice CRM solution
  • Key lessons learnt from the case study that won 2005 'Best CRM Practice' Award from the Data Warehouse Institute
Speaker(s):
  • Luca De Carli, Head of CRM, TDC (Switzerland)

Case Study of a Converging Company: Meeting Different Sets of Customer Expectations with One Point of Contact to Ensure Satisfaction

15.30
OPERATOR
  • Improving the customer experience to lower churn and drive loyalty during a period of fixed and mobile convergence
  • Techniques for measuring the success of the strategy
  • Using customer data mining to understand behaviour
  • Making the most of focus groups to gain valuable information
  • Putting the customer at the heart of the organisation & expanding the strategy from customer care and sales throughout the company
  • What is takes and where to start to take customer experience from a random experience, to a predictable experience, to a branded experience, and finally to an excellent experience
Speaker(s):
  • Stanislava Fletcher, Customer Care Manager, Telefonica O2 Czech Republic

Refreshments and Networking Break

16.00

Enhancing the Customer Experience From Each Point of Contact to Increase Satisfaction

16.30
OPERATOR
  • Proven strategies for improving the in-store sales experience
  • The growing trend of customer self-service & how are operators managing the challenges such as lack of control and personal interactivity?
  • Winning at the 'moment of truth' & dealing with bad experiences brilliantly to efficiently resolve a problem and create a loyal customer
  • Educating the customer in how to deal with you & ensuring they know who to call and the correct processes to get their answer
  • Using customer service as a valuable tool for creating sustainable customer relations
Speaker(s):
  • Nina Martsin, Head of Customer Relations Department, Kyivstar (Ukraine)

Mirroring the Customer Mind-Set and Matching Expectations by Simplifying Products and Business Processes

17.00
OPERATOR
  • Belgacom's Red Button Strategy for Customer Intimacy
  • Employing a holistic approach to customer retention and recognising every department's role in churn management and strategy
  • Developing marketing strategies to catch attention
  • Ensuring the sales strategy is coherent with the operator's knowledge of customer expectations and the deployed marketing campaign
  • Optimising technology is user friendly and doesn't complicate the marketing message
  • Managing the customer's experience the whole way through the company and keeping a consistent customer service message
  • Formulating an approach in which software tools work efficiently with strategy and vice versa
Speaker(s):
  • Carole Lamarque, Marketing Strategy Manager, Belgacom (Belgium)

Chairperson's Closing Remarks and Networking Drinks Reception

17.30
 

Day Two Tuesday 23 January 2007

Chairperson's Introduction

09.00
  • Chair: Gregoire Pauty, Senior Consultant & Co-Founder, Squid Solutions (France)(UK)

Addressing the Telco Emotional Customer Experience

09.10
Out of the Box Speaker Presentation
  • What are the emotional drivers and destroyers of value?
  • How does the sector’s emotional signature compare to other sectors.
  • What is lacking in the Telco emotional customer experience?
This slot will feature a presentation from a speaker outside or from a different segment of the telecoms industry who has deployed successful loyalty and retention strategies that mobile operators can learn from to improve their own practices. The speaker will detail successes and failures and provide valuable information to benefit delegates.
Speaker(s):
  • Qaalfa Dibeehi, Dircetor of Thought Philosophy, Beyond Philosophy

Maximise the Impact of Brand Positioning to Win Over Chosen Segments of Your Customer Base

Creating Identification with Brands and Culture to Target Untapped Niche Segments: Profiting with New Generation MVNO's and Sub-Brands in a Very Competitive Market

09.50
  • Strategies for overcoming the paradigm shift in the telco industry which leads towards new types of competitive organisations forming
  • Using differentiaton and personalisation imperatives to retain customers as the market moves forward
  • Making the most of customer data to adapt your segmentation strategy and identify un-explored niche markets
  • Partnering with MVNOs and sub-brands to achieve identification with your chosen segment
  • Applying a collaborative approach of mobile services CRM to create emotional loyalty with your customers
  • Gregoire Pauty, CEO and Co-Founder, Squid Solutions (France)

Practical use of Business Intelligence to deliver customer loyalty and extended customer lifetime

10.20
Speaker(s):
  • David Walker, Chief Executive Officer, Business Logic Systems

Refreshment and Networking Break

10.50

Implementing Correct Segmentation and Understanding the Real Value of Customer Data to Effective Customer Targeting

Winning Customer Trust by Understanding and Segmenting Customer Value Correctly

11.20
OPERATOR CASE STUDY
  • Why is effective segmentation so important to operators' marketing and loyalty programmes?
  • Tools for evaluating customer value methods and strategies for operators
  • Extending a customer's lifetime value: Case Study
  • Separating direct and indirect customer values moving away from a shortterm ARPU focus and thinking longer term to put a harder working retention strategy in place
Speaker(s):
  • Evangelos Xevelonakis, MD, Swiss Valuenet (Switzerland)

Achieving Tightly Targeted Customer Groups with Efficient Segmentation

11.50
OPERATOR
  • Determining the benefits and challenges of each segmentation strategy and using them to their best advantage
    • Real time segmentation - the growing need to update changes in real time as customers move between segments.
    • Micro segmentation
    • Value based segmentation
  • How to practically develop segmentations strategies as successfully as possible
Speaker(s):
  • Kazim Mujtaba, Senior Manager Strategic Planning, Warid Telecom (Pakistan)

Making the Most of Your Customer Data - Techniques for Data Mining and Analytics that Get the Best Out of Your Most Valuable Resource

12.20
  • Optimising data-mining techniques to get the most intelligent customer data possible
  • Techniques for getting the most valuable information out of customer data
  • Examining the types of valuable information that can be extracted from data
  • Collaborating and sharing customer data with partners - applying the 'two heads are better than one' approach with partners such as:
    • Handset manufacturers
    • Content providers
    • Retailer/distribution partners
      • Eddie Young, CEO, ThinkAnalytics (UK)

Lunch

12.50

Creating Stronger Emotional Ties with Profitable and Business Customers

Growing Alpha Customer Loyalty Through Reward and Renewal

14.20
  • Implementing more value-backed renewal rewarding higher ARPU customers in direct relation to the knowledge gained from them
  • Reducing churn by proactively nurturing relationships
  • Managing and coordinating these strategies via every channel
  • Tackling the challenges of the retail environment - how can high-value reward be put into practice on the shop floor?
  • Gita Sorenson, MD, GOS Consulting (UK)

Interactive Round Table Discussion:

14.50
GROUP DISCUSSION
Delegates will split into three targeted groups to discuss experiences and solutions to important questions currently facing operators and MVNOs. Solutions will be presented by each group, giving each delegate a chance to interact and learn from their peers.

Preventing Corporate Churn Through Innovative Reward Practices
  • Rewarding corporate customers on the post-paid side - who and how do operators reward?
  • Strategies for encouraging businesses to reward employees for service use - how effective are traditional strategies, eg. offering volume discount and corporate gifts?
  • How can benefit be carried through to the end user to create an individual bind?

Refreshments and Networking Break

15.30

Maximising the Personal Touch - Winning Loyalty Among Alpha Subscribers in a Developing Market: Case Study of CEM Strategies in Africa

16.00
OPERATOR
  • Operator strategies for increasing loyalty among alpha postpaid subscribers innovative ideas to create the emotional tie
  • Adding a personal touch into transactions and deploying cost-effective methods of customer reward
  • Measuring the effectiveness of recognising private alpha customers and going the extra mile
  • Tried and tested results and experiences
  • Can the same ideas be implemented with effectiveness for prepaid customers and low end postpaid subscribers?
  • Patty Arendse, General Manager CRM, MTC Namibia

Driving Loyalty in Developing Markets

How Can Loyalty Be Increased By Effectively Reaching Every Subscriber in Developing Economies?

16.30
PANEL DISCUSSION
  • Tackling economic fragmentation in developing markets/countries
  • Strategies for lowering churn rates in an increasingly competitive and overwhelmingly competitive marketplace
  • How can operators target very diverse market segments in a hugely split market - retaining high and low end subscibers with different programmes while managing costs
  • Winning trust from subscribers at the very lowest end of the scale - what can be done and what has been done effectively thus far?
Speaker(s):
  • Hans Paulsen, Marketing Manager, Uganda Telecom
  • Luca De Carli, Head of CRM, TDC (Switzerland)
  • Evangelos Xevelonakis, MD, Swiss Valuenet (Switzerland)

Chairperson's Closing Remarks and End of Day Two

17.10
 

Day Three Wednesday 24 January 2007

Chairperson's Introduction

09.05
  • Chair: David Peters, CEO, Emagine International (Australia)

Out of the Box Speaker Presentation

09.15
Out of the Box
This slot will feature a presentation from a speaker outside or from a different segment of the telecoms industry who has deployed successful loyalty and retention strategies that mobile operators can learn from to improve their own practices. The speaker will detail successes and failures and provide valuable information to benefit delegates.

What's the point of loyalty points? Understanding the role of loyalty points based programmes and how they can be applied to the mobile market.
Speaker(s):
  • Jan-Pieter Lips, Director Business Development, LMUK (UK)
Loyalty Management UK (LMUK) operates the Nectar Loyalty Programme which has 50% of UK households collecting Nectar points. LMUK is a division of Loyalty Management Group, a company responsible for launching market leading coalition loyalty programmes in the Netherlands, Spain, the United Arab Emirates and Canada, where more than 70% of households participate in the programme. LMUK's management has a total of over 100 years direct experience in the creation and management of loyalty programmes throughout the world.

Overcoming the Challenges of the Prepaid Market by Decreasing Churn

Using trigger-based marketing in Prepay, to reduce customer churn, and stimulate ARPU

10.00
  • Vodacom overview of company and market dynamics
  • Prepay strategy for churn management and ARPU stimulation
  • Case studies and results from successful trigger-marketing campaigns
  • Putting it all together - system implementation, and getting the data to work for you
  • Putting the hands in the power of the marketing team - people and process
  • Future directions
Speaker(s):
  • Willie Ellis, Managing Executive, Commercial Systems Group, Vodacom (South Africa)
  • David Peters, CEO, Emagine International (Australia)

Using Innovative Distribution Strategies to Increase Prepaid Retention

10.30
OPERATOR
  • Identifying the right distribution partners
  • Adopting a a 'Push' strategy & milk run distribution concept
  • Overcoming the challenge of low incomes & adopting low end scratch cards and electronic distribution
  • Developing online POS for customers with families living abroad
  • Enhancing direct marketing to grow retain and grow customer numbers
Speaker(s):
  • Hans Paulsen, Marketing Manager, Uganda Telecom

Refreshments and Networking Break

11.00

Understanding mobile consumer behavior

11.30
Based on research conducted by SmartTrust of nearly 7000 consumers in 15 countries around the world, this presentation looks at the unique behavior patterns that make or break mobile services. With a view to explaining some of the trends on the horizon, Tim Deluca-Smith, offers an insight into the use of technology (mobile device management) to better manage the user experience and meet subscriber expectations.
  • Mobile consumer behavior around the globe
  • Handset usability & the learning curve
  • Handset functionality vs operator services: striking the balance
  • Tapping into existing behavior: tribes and the era of content creation
  • Using mobile device management to manage the user experience
Speaker(s):
  • James King, General Manager, EMEA, SmartTrust/WDS Global

Customer Perceptions of Pricing and Handsets and How They Impact on Loyalty

Evaluating the Importance of the Handset in the Operator's Retention and Loyalty Scheme

11.40
PANEL DISCUSSION
  • Is it necessary to move away from a heavily subsidised handset model?
    • Examining the benefits and negatives to this approach
    • To what extent has this been achieved globally?
  • Tackling the upgrade climate & is this necessary and can it ever be fully realised?
  • Detraining subscribers to follow handsets & best practice methods
  • How can handsets be used to promote subscriber loyalty without becoming a cost-burden to the operator?
  • Using handsets to appeal to different segments of your customer base
    • Utilising user interfaces
    • Using form factor and design to enhance loyalty
Speaker(s):
  • Anna Marie Menezes, Marketing Director, Customer Retention, Rogers Wireless (Canada)
  • Carole Lamarque, Marketing Strategy Manager, Belgacom (Belgium)

Exploring the Role of Pricing in Operator's Loyalty Strategies & How Crucial is Pricing to Customers?

12.20
OPERATOR
  • Examining the different types of pricing that can be used for growing loyalty and retaining customers in different segments
    • Voice pricing
  • flat rate discounted bundles
  • multiple subscriptions
    • 3G and data pricing
  • time based, volume based, subscription based, content fees
  • To what extent are customers driven by the ævalue for money' principle?
  • Pushing uptake of value-added services to increase profitability while enticing subscribers to remain loyal
  • Simplifying over-complicated products and tariff structures to decrease customer frustration and dissatisfaction, thus minimising churn
Speaker(s):
  • Thomas Wandahl, Director Retention & Loyalty, 3 Sweden

Lunch

12.50

Ensuring a Consistent Loyalty and Renewal Strategy with Efficient CRM Operations and Channel Management

Exploring the Role of Pricing in Operator's Loyalty Strategies & How Crucial is Pricing to Customers?

14.00
OPERATOR CASE STUDY
  • Understanding the importance of customer support to retention strategies
  • Importance of support through all customer touch points
    • what the customer wants, in the way the customer wants it
  • Determining the appropriate levels of support for the various channels
    • Call centre
    • Self service
    • Retail/Kiosks
    • Corporates
  • Case study drawn on experiences working with a Tier 1 UK Operator
Speaker(s):
  • Nathan McGurl, Marketing Director, Lucid Products Ltd (UK)

Decreasing Churn at a Weak Points of an Operator's Channel Strategy & Focusing on the Retail Environment

14.30
PANEL DISCUSSION
  • How do operators retain customers when they enter a mixed retail environment? Putting redemption in place at that point
  • How do operators work with retailers to prevent them switching customers to other operators & does an easy solution exist? What have the results been of attempts thus far?
  • What strategies can be used to manage retailer/partner relationships most effectively and to the operator's benefit?

Refreshments and Networking Break

15.00

Tackling a Root Cause of Churn: Steps Towards Effective Channel Management

15.30
OPERATOR
  • Creating cross-channel emotional binding strategies
  • Ensuring a consistent message is in place between every channel
  • Carrying a well-constructed and consistent strategy over to the retail environment
  • Tackling one of the biggest challenges faced by operators & deploying loyalty and renewal activities across all channels
Speaker(s):
  • Anna Marie Menezes, Marketing Director, Customer Retention, Rogers Wireless (Canada)

Evaluating the Greatest Current and Future CRM Challenges Facing Operators and Developing Solutions to Overcome Them

16.00
  • Understanding the importance of CRM systems to loyalty & the benefits of a well-managed CRM system
  • Integrating different CRM applications smoothly, especially in a world of converged CRM and web based customer service issues
  • Working the technology into the business effectively, training staff and integrating solutions
  • Tackling lack of flexibility and scalability in technology solutions

End of Day Three and Close of Conference

16.30