Customer Intelligence

Intelligence
In Business
22-23 September 2011, Courtyard by Marriott Hotel, Warsaw
Conference
Marketing
Performance
Save
500 PLN
by registering
before
9 September!
& Customer Intelligence
First time in Poland!
NEW SOLUTIONS IN COMMUNICATION AND CUSTOMER EXPERIENCE MANAGEMENT
l
A unique meeting of Directors and Managers responsible for
communication and customer relations management
•
How to turn customer knowledge into brand loyalty and
increased sales results – ING Bank Śląski, P4, PZU, Telefonia
Dialog, Lotos Group
•
Customer dialogue and commitment building in the new media
– best practices from: ’Serce i Rozum’ (TP SA), ’Mały Głód’
(Danone), mBank, Allegro, Żywiec Group, Polkomtel
The Business
Performance Guru
Mark Graham Brown
Business Development Strategist
and Global Expert, USA
Among the Speakers:
Małgorzata Bulanda
Bartosz Dobrzyński
Director of the Customer Intelligence Marketing Director and Member
of the Board
and Direct Marketing Department
ING Bank Śląski
P4
Maciej Kowalski
Head of Customer Relations Team
Jacek Adamski
Senior Brand Manager Danio
Tomasz Lipiński
Tomasz Owsianko
Aleksander Pałka
Danone
Head of the Internet Communication
Team
Marketing Communication Specialist,
Communication Department
Maciej Reluga
BZ WBK
Bank Ochrony Środowiska
Łukasz Gołębniak
Tomasz Rodak
Andrzej Szczepaniak
Marketing Office Director
Deputy Customer Relations Director
Optimisation and Conversion
Director
Grupa PZU
BZ WBK
Grupa Allegro
Media
Patronage:
Łukasz Tarnawa
Chief Economist , Director of the Office
of Macroeconomic Analysis
Marta Życińska
Bronze Sponsor:
PKPP Lewiatan
Chief Economist
Telekomunikacja Polska
Silver Sponsor:
Deputy General Director,
Director of the Economic Dept.
Polkomtel
BRE Bank
Main Sponsor:
Grupa LOTOS
Netia
Tomasz Broda
Arkadiusz Słota
Interactive Brand Manager
Agros Nova
Head of the Internet Marketing
Development Section of the Retail
Banking
Renata Filipek-Baryłowska
Managing Director of the Corporate
Customer Market
Customer Relations Coordinator
in the Customer Service Department
Telefonia Dialog
22 September, Thursday
9:30 Registration and morning coffee
10:00 Opening of the Forum
Casper Haring, Managing Director, BBM
Plenary Session: Intelligence
In Business
10:10 Business Bulls**t – 10 most popular programmes and
strategies – what is not worth our time and money
Mark Graham Brown, Business Development Strategist
and Global Expert, USA
Each year, organisations waste millions of dollars on
implementing programmes and strategies which prove
ineffective, frustrate employees and irritate clients. It is a
mystery why only some companies generate any return on
these programmes. The presentation will focus on the secrets
of the successful implementation of new programmes and
selection of the right strategy
10:50 Turning point in the business analysis – how to
move an organisation to a higher level
Timo Elliott, Visioner of Innovation, SAP
• How to use available information for the purpose
of business development
• Innovative analytical platforms
• Examples of implementations and benefits for the
business
11:20 A panel discussion:
2011/2012 market in Poland – how is the economy
doing during market fluctuations – implications for
the business
Moderator:
Jacek Adamski, Deputy General Director, Director of the
Business Department, PKPP Lewiatan
Panelists: Maciej Reluga, Chief Economist, BZ WBK
Łukasz Tarnawa, Chief Economist, Director of the Office
of Macroeconomic Analysis, Bank Ochrony Środowiska
11:50 Coffee break and split into parallel conferences
Customer knowledge management in an
organisation – strategies that work
12:15 The right customer knowledge management – how to
move up an organisation into customer-centric level
case study ING Bank Śląski
Małgorzata Bulanda, Director of the Customer
Intelligence and Direct Marketing Department,
ING Bank Śląski
• Focus on the customer – philosophy driving the
company’s operations
• Database usage in the customer communication
and bidding strategies
• NPS – how to use customer knowledge in practice
and involve the entire organisation into listening
to the client
12:50 Monitoring client’s reactions to communication
as a closing of the marketing process loop
Radosław Grabiec, Business Development Director, SAS
Institute
• The concept of response detection in a marketing
process
• Marketing lead’s life cycle
• Examples of using a standardised interpretation of
a customer response in marketing reporting
13:15 Lunch
14:25 Customer knowledge management in an organisation
– effective data analysis
case study LOTOS Group
Maciej Kowalski, Head of Customer Relations Team,
LOTOS Group
• What do we know about our clients?
• Commercial data acquisition methods in the Capital
Group
• Customer knowledge management – how to
integrate data and build up relations
15:00 A panel discussion:
How to win and keep a client on a volatile market –
success factors and practice of Customer Experience
Management in Poland
Participants:
Marta Życińska, Marketing Director, PZU
Renata Filipek-Baryłowska, Managing Director of the
Corporate Customer Market, Netia
Bartosz Dobrzyński, Marketing Director and Member of
the Board, P4
15:35 Coffee break
Building up Customer Relations
15:55 Customer life cycle management – keeping loyalty
and increasing the value of a contract
case study Telefonia Dialog
Tomasz Rodak, Customer Relations Coordinator,
Telefonia Dialog
• The goal – a loyal customer – revenue generation
and customer retention practices
• Coordination of customer communication-related
activities in the life cycle
• How to measure outcomes of loyalty and contract
value management activities
16:30 Building up commitment at the customer contact
point – technological support
case study BZ WBK
Andrzej Szczepaniak, Deputy Customer Relations
Director, BZ WBK
• Integration of customers’ needs and company’s
strategy in the communication process
• How to ensure individual approach and build up
a relation
• Unified communication at the customer contact
point – an opportunity or a challenge for the
existing organisational formula
16:55 End of Day 1 of the Conference
23 September, Friday
9:00 Registration and morning coffee
New customer communication channels
and their effectiveness
9:30 The new media and their role in the integrated customer
communication – effective strategies
case study ’Mały Głód’
Aleksander Pałka, Senior Brand Manager Danio, Danone
• The role of the Internet in the integrated marketing
communication
• Calculation of investment/budget and the scope of
planned activities
• Building relations and commitment – how to involve
the consumer in the game
• Internet campaigns bringing measurable results
– how to arrange them?
10:05 Customer dialogue in Internet as an effective support
to relation – building activities
case study mBank
Tomasz Lipiński, Head of the Internet Marketing
Development Section of the Retail Banking, BRE Bank
• Effective and less effective activities
• How to avoid traps and benefit from the power of
“collective intelligence”
• Crisis management
• Tools useful in relationship management
10:40 Coffee break
11:00 End of customer management era, the beginning of joint
creation and coexistence – use of community platforms
Tomasz Broda, Head of the Internet CommunicationTeam,
Polkomtel
case study Polkomtel
• Who was a prosument and what’s his current
behaviour
• Why is it particularly important right now
• Monitoring tools used by Plus in dealings with
a prosument
• The future of the prosument relations – directions of
development beneficial for both parties
11:35 Excellent communication and building consumer
relations on a difficult market
case study Żywiec, Heineken
Piotr Grządziel, Independent Consultant
• Place of digital media in the brand activation plan
• „Content Is the King” – about creating and
managing content
• The difference between the digital and social
strategy
• A community gene – the foundation of
a successful campaign
12:10 How, in practice, companies use social media in
marketing and sales - results of a nationwide survey
Stanisław Piechowicz, Products Department Director,
Outbox
12:35 Lunch
Use of the new media in commitment building
13:30 The role of Internet marketing (SEM, SEO, Cobrands,
Social Media, Mobile) in building brand attachment
case study Allegro
Łukasz Gołębniak, Optimisation and Conversion
Director, Allegro
• Brand awareness on the Internet – building a brand
and stimulating its growth
• Tools for supporting the process of building user
loyalty to a service
• Allegro vs. Allegro Group – expanding brand’s
impact on other services
14:05 ’Serce i Rozum’ – a short distance from distrust to
love – how to built customer’s trust in new market
realities
case study ’Serce i Rozum’
Tomasz Owsianko, Marketing Communication Specialist,
Telekomunikacja Polska
• ’Serce i Rozum’ platform – goals and objectives
• Using the social media to build customer relations
• Benefits from using modern communication
methods
14:40 How to build and preserve brand-surrounding
emotions – non-standard methods of engaging
consumers and supporting sales
case study Pysio
Arkadiusz Słota, Interactive Brand Manager, Agros Nova
• What is „driving” kids – what do we know about
our clients
• What kids like „on the web” – how to engage them
• Keeping loyalty
• Outcomes of our activities
15:15 Free participation in the next edition of the event!
Drawing among participants present in the room
15:25 Closing of the Conference, handing out certificates
About the Main Sponsor – SAP
As the leader on the market of business applications, SAP assists companies and institutions from all sectors and all sizes to improve managing
their organisation. At an office, at a warehouse, in a store, on a PC and on portable devices – SAP products help people and companies to increase
their work efficiency in collaboration and achieve more effective application of business knowledge in the process of building their competitive
advantage. Since the day of its founding in 1972, SAP has been continuing the tradition of innovation and growth SAP solutions are used globally
by more than 170,000 clients.
INTRODUCTION
Rapidly fluctuating market and progressing
changes represent a challenge to effective
marketing and relation-building campaigns and
activates, which translates into sales results.
Excellent performance results from the most
efficient use of customer knowledge and tailoring
communication activities, in particularly in the new media.
The Conference is an unusual meeting of marketing, loyalty
and CRM practitioners, focused on managing customer
experience in practice, mostly on effective strategies of
reaching and optimising relations. It is a revision of new
activation and dialogue tools and, first and foremost,
methods for keeping customer loyalty. Presence of people
representing many different sectors as well as those
responsible for communication-related successes in the
social media give the opportunity to learn about the latest
solutions and confront them with own strategies.
ONLY WITH US!
l A one of a kind review of the latest customer
experience management strategies – how the market
leader include a customer into the entire spectrum of
their organisational activities and improve their
performance – ING Bank Śląski, P4, Netia, PZU
l The stars of the social media – ’Serce i Rozum’, ’Mały
Głód’ – in strategies of activating and building
emotional relation with customer
l Effective customer knowledge management and
optimisation of relations – Telefonia Dialog, Lotos
Group, Polkomtel
l The latest customer reaching and activating channels
– mBank, Allegro, Żywiec Group, Agros Nova
PROFILE OF ATTENDEES:
You cannot afford to miss this event!
Presidents and Board Members
8%
Marketing and Marketing
Communication Directors and Managers 38%
Katarzyna Żychoń
Customer Intelligence and CRM Directors
and Managers
24%
Conference Director
PS. Save 1000 PLN by registering before 5 August!
Brand Managers
18%
e-Marketing, Interactive, Social Media
managers
12%
You are welcome to participate in the Conference
You are welcome to participate as a sponsor
Katarzyna Żychoń – Conference Director
Phone + 48 12 35 05 400, fax +48 12 35 05 401
[email protected]
Edyta Olbratowska – Business Director
Phone +48 12 35 05 425, fax +48 12 350 54 01
[email protected]
III FORUM INTELLIGENCE IN BUSINESS –
Intelligence & IT
Sales Performance
Market Segmentation
5
PARALLEL CONEFERENCES:
Marketing Performance
& Customer Intelligence
Financial Performance
Management
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22-23 September 2011
Courtyard by Marriott Hotel
Warsaw
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s
Among the Speakers:
Mark Graham Brown – a world expert and business development
strategist and the author of bestsellers on a balance scorecard
and measurability, the USA
For 32 years, he’s been actively involved in strategic consulting in the area of improving the
efficiency of companies and organisations. The author of a world bestseller on Baldrige
(EFQM) criteria and numerous publications dedicated to measurability and efficiency
management in enterprises, including: Beyond the Balanced Scorecard – Improving
Business Intelligence with Analytics (2007) and Pocket Guide to Performance
Management (2010). He’s worked with Pfizer, Altamed, US Navy, Nestle, PepsiCo and
many other. He is a special guest of many European and American conferences, running
workshops on behalf of the Institute of Management Studies.
Piotr Grządziel – Independent Consultant
From April 2010 to June 2011 he worked in Żywiec Group, where he developed its
communication strategy in the interactive media for all brands from the Group’s portfolio. He
has been responsible for planning communication of the brands, designing Internet services,
building relations in community media and new technology applications. Earlier he had
worked for 5 years in Starcom media house for clients like Coca-Cola and Kraft.
Aleksander Pałka – Senior Brand Manager Danio, Danone
He began his professional career in 2002 in the Sales Department of Unilever. In 2005, he took
interest in consumer marketing managing first Saga and later Lipton brands. Currently, he
continues his career in the Marketing Department of Danone working in the capacity of the
Senior Brand Manager for Danio brand.
Renata Filipek-Baryłowska – Managing Director of the Corporate
Customer Market, Netia
Tomasz Owsianko – Marketing Communication Specialist,
Communication Department, Telekomunikacja Polska
Renata is an expert in customer service and sales development and management. She worked
for PepsiCo Poland (KFC restaurants), Spotlight (Publishing Houses), Falck Medycyna. Her
current employer is Netia SA, where she works in the capacity of the Director of the Corporate
Client Market. She is also a Member of the Board in Internetia Sp. z o.o., Netia’s subsidiary.
She has been the leader of a number of initiatives in the area of implementing and improving
the customer service process, including “Klientomania” programme. She graduated from the
University of Warsaw and the Warsaw IT College.
Currently, Tomasz Owsianko is managing communication projects in the community media,
also including projects based on Serce i Rozum platform. He graduated from the University of
Warsaw, the Faculty of Marketing and Management.
Bartosz Dobrzyński – Marketing Director and Member of the Board, P4
With PLAY since September 2008. He began his professional career as a student working as a
journalist for “Gazeta Wyborcza” daily; since 1999, he’s worked for the telecom sector: first for
Polkomtel and, since 2001, for PTK Centertel, where he was managing mobile telephone mass
marketing activities.
Maciej Reluga – Chief Economist, BZW BK
For more than 10 years responsible for analysing and forecasting economic indicators and
phenomena. Since mid-2002, the Chief Economist of Bank Zachodni WBK, previously with
the NBP and ING. He participated in many training events on financial instruments,
forecasting methods and management. In 2010, he completed the Senior Management
Programme in Banking at the Swiss Finance Institute. As the head of the team of
economists at the BZ WBK, he has received many awards from opinion-creating media.
The winner of the Bull and Bear Statuette of Giełda Parkiet Gazette for 2010 Best
Macroeconomic Analyst.
Timo Elliott – Visioner of Innovation, SAP
As an expert with 20 years of experience in SAP BusinessObjects, Timo Elliott has worked
with clients all over the world, developing information strategies. He works closely with
SAP research and innovation centers to “spread the Gospel” of new technologies, products
and trends. His blog on Business Analytics follows innovation in analytics and community
media, “augmented corporate reality”, “collaborative decision-making” and analyticsl of
community networks. He is a well-known speaker, who regularly speaks at international
conferences.
Jacek Adamski – Deputy General Director, Director of the Economic
Department, PKPP Lewiatan
He represents PKPP Lewiatan on the international arena, in particular in
BUSINESSEUROPE, an European organisation of employers. He is involved in legislative
processes, including: preparation of economic opinions on draft pieces of legislature,
preparation of analyses and macroeconomic studies, also for the banking and finance,
university sector and healthcare. He has professional experience from financial institutions
including: Pioneer, Polski Dom Maklerski, LG Petrobank, Nordea Bank Polska, Nordnet and
from R&D institutions.
Łukasz Tarnawa – Chief Economist, Director of the Office of
Macroeconomic Analysis, Bank Ochrony Środowiska
Łukasz Gołębniak – Optimisation and Conversion Director,
Grupa Allegro
Łukasz Tarnawa graduated from the Warsaw School of Economics, master of
economics and finance from Derby University and Staffordshire University, UK. Author
of publications in FX policy and foreign trade and several dozen press articles on
macroeconomics.
With the Group since 2005, initially in the department responsible for security of transactions.
For 5 years, the head of the SEM and Affiliate Networks team in the Marketing Dept. of Allegro
Group. He is also responsible for co brands, internal marketing and supporting activities in
community networks. His most recent area of responsibility is the project of building an
international SEM competence centre supporting domestic and foreign services. The
Optimisation and Conversion Director since 2011.
Radosław Grabiec – Business Development Director, SAS Institute
Many years of experience in designing and implementing decision-supporting systems
(Business Intelligence). For 6 years, he’s specialised in CRM solutions for the banking sector.
From 2004 to 2006, working for Citibank Handlowy, he was managing implementation of the
operational CRM. He graduated from the University of Warsaw.
Arkadiusz Słota – Interactive Brand Manager, Agros Nova
For more than 6 years with Agros Nova. Interested in Internet marketing since 1997. He worked
for Digital One and Venti interactive agencies, implementing projects for Pepsi-Cola General
Bottlers, Mercedes-Benz, MTV, Haas Polska and Premium Foods and many other clients. For
more than 4 years, responsible for developing and implementing interactive marketing
strategies for all Agros Nova brands, including Łowicz, Pysio, Tarczyn, Garden, Fortuna and
Kotlin brands. Member of the jury of MIXX Awards.
Tomasz Lipiński – Head of the Internet Marketing Development Section
of the Retail Banking, BRE Bank (mBank i MultiBank)
Tomasz Lipiński is responsible for creating the strategy and communication policy of mBank
and Multibank on the Internet. He supervises their presence in the social media. In addition, he
watches the community built around mBank brand. He worked for a financial portal and has 5
years of experience from working in SFeRa interactive agency, also with The Walt Disney
Company, Jetix, Egmont Polska, Orange, CD Projekt. He was also actively involved in creating
the Polish music service Megatotal.pl.
Marta Życińska – Marketing Office Director, Grupa PZU
With PZU Group for nearly 3 years, first responsible for Marketing Communication and, at
present, for the entire Marketing Office. She had worked for PTK Centertel and was a co-creator
of the Idea – Orange rebranding. Later, she was managing the Communication Department in
Orange. She graduated from Brock University (Ontario, Canada) from Management,
specialising in marketing and from the Warsaw School of Social Sciences and Humanities
(English Studies).
Tomasz Broda – Head of the Internet Communication Team, Polkomtel
For more than 5 years, Tomasz Broda has been active in the broad area of e-Marketing for Plus
brand. He has developed many long-term Internet projects based on innovative approach,
including: lookr.tv – a TV platform, ” Mobility Project” - a research and educational concept as
well as many communication, ePR or HR projects. Connected with L.Koźmiński Academy,
where he lectures in the Masters of Advertising School and at post-graduate courses.
Maciej Kowalski – Head of Customer Relations Team, Grupa LOTOS
Maciej Kowalski has extensive experience in relation management, customer service and
process designing as well as in implementing IT systems supporting the processes. He was
responsible for corporate customer service departments in the telecom sector and
participated in developing and implementing central strategies of servicing these clients. In a
large corporate transformation and restructuring project, as a part of an international team, he
was responsible for technical implementation of a customer service application and
collaboration with providers of IT solutions. Currently, involved in a customer relation
management project and integration of commercial processes in Lotos Group.
Tomasz Rodak – Customer Relations Coordinator in the Customer
Service Department, Telefonia Dialog
Responsible for coordination of customer retention, loyalty and up-selling activities targeting
the mass customer segment in the own network of Telefonia Dialog. For more than 10 years,
closely connected with the telecom sector, also by delivering training to training centers of
telecom operators in Europe and Asia. For 8 years, involved in the topic of customer retention
and managing customer relations at telecom operators. He graduated from the Technical
University of Wrocław (telecommunication) and MBA studies at the POU/Oxford Brooks
University.
Małgorzata Bulanda – Director of the Customer InteIligence and Direct
Marketing Department, ING Bank Śląski
For 8 years in the banking sector, working in analytical customer data processing and
application of direct marketing techniques. Responsible for co-development of an optimum
customer communication strategy for sales purposes (the right product, the right channel at a
given price), activation and retention purposes. She has implemented and develops a new
programme for customer satisfaction surveying – NPS (Net Promotor Score) aimed at
continuous working on improving customer service i.e. increasing customer loyalty.
Andrzej Szczepaniak – Deputy Customer Relations Director, BZ WBK
In BZ WBK, responsible for communication channels. For 15, Andrzej Szczepaniak has been
working on the Contact Center and banking market. He specialises in personnel management.
He is the author of a “teleteller” project introducing customer instruction identification and
authorisation mechanisms on IVR in BZ WBK. He is a certified Business Trainer and the
President of Communication4U Foundation.
Stanisław Piechowicz, Products Department Director, Outbox