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Benefits of attending this event:
· SHOW how segmentation can drive profitable customer relationships
· INTEGRATE customer profile and response data market research and customer satisfaction data
· UNDERSTAND customer behaviour to produce targeted sales approaches to the right customer at the right time
· USE trigger event segmentation in campaigns to generate incremental revenue
· IDENTIFY the true goal posts for CRM

Featuring case studies and best practices information from:
· Dr. Alex Nippe, Head of Loyalty Based Management/CRM, Credit Suisse Financial Services
· Lydia Barron, Vice President, Customer Center of Excellence, JP Morgan Chase
· Stewart Robbins, Head of PFS Insight, Barclays Bank
· Maura A. McEvilly, Head of CRM Strategy & Support, AIB Bank
· Peter Wikström, Data Warehouse Manager, Handelsbanken, Sweden
· David Young, Manager Database & Direct Marketing, Friends Provident
· Patrick Piearcey, Head of Sales & Customer Management, Egg
· Lynn Richards, CRM Data & Analysis Manager, cahoot
· Martin Squires, Customer Intelligence and Analysis Manager, Marks and Spencer Financial Services
· Waquar Qureshi, Vice President, VISA EU

Conference programme

9:00 Registration and Coffee

9:30 Chairman's Opening Remarks

Dr Jikyeong Kang

Dr Jikyeong Kang, Littlewoods Senior Lecturer of Marketing, Director of the full-time MBA Programme, Director of the Postgraduate Centre, Manchester Business School

9:40 CUSTOMER RELATIONSHIP MANAGEMENT

Maura A. McEvilly

Maura A. McEvilly, Head of CRM Strategy & Support, AIB Bank

  • Showing how segmentation can drive profitable customer relationships
  • Key components of CRM - effective framework for implementation
  • Maximising value for customer and AIB
  • 10:20 CUSTOMER SEGMENTATION AT BRANCH LEVEL

    Peter Wikström

    Peter Wikström, Data Warehouse Manager, Handelsbanken, Sweden

  • Enable the branches to segment there own customers
  • From segment to individual
  • 11:00 Morning Coffee

    11:20 MAKING FINANCIAL SERVICES SEGMENTATION WORK IN A RETAIL SETTING

    Martin Squires

    Martin Squires, Customer Intelligence and Analysis Manager, Marks and Spencer Financial Services

  • Marks & Spencer Financial Services
  • Traditional approach to credit & charge card segmentations -Big Brother looms large...The retail context -Building the hybrid -Together we’re stronger
  • Proof that a single customer view does create returns
  • 12:00 DEVELOPING CUSTOMER CENTRIC MULTI-CHANNEL SOLUTIONS

    Lydia Barron

    Lydia Barron, Vice President, Customer Center of Excellence, JP Morgan Chase

  • Aligning business and technology strategies
  • Building a Multi-channel Information Delivery Strategy
  • Driving cross-business integration, metrics and standardisation
  • 12:40 Lunch

    14:00 VISA

    Waquar Qureshi

    Waquar Qureshi, Vice President, VISA EU

  • Critical mass of chip cards and terminals by 2005
  • A vision of multiple services delivered on a payment card
  • Delivery of loyalty programs through chip
  • Driving sales volume from multiple services
  • 14:40 CUSTOMER PROFITABILITY MANAGEMENT

  • Identifying gaps on database and planning a strategy to fill them for improved customer knowledge
  • Overcoming data protection and relevance issues when phrasing questions to improve data capture response rates
  • Using external data to improve customer insight and assist marketing activities
  • Integrating customer profile and response data with market research and customer satisfaction data
  • Customer segmentation in practice – what advances have been made and what is there still left to do
  • Making analytics and segmentation work in a multi-channel environment
  • Prof Merlin Stone

    Prof Merlin Stone, IBM Professor of Business Transformation, University of Surrey

    Prof Merlin Stone

    Prof Merlin Stone, IBM Professor of Business Transformation, University of Surrey

    15:20 Afternoon Tea

    15:40 ASSESSING THE TRUE VALUE OF CRM FOR RETAIL BANKS

    Patrick Molineux

    Patrick Molineux, Associate Director, CSC Financial Services

  • The CRM model
  • Where are the real savings and benefits?
  • How can I ensure ROI?
  • Identifying the true goal posts for CRM
  • 16:20 HOW TO ADOPT CUSTOMER PROFITABILITY AND CUSTOMER NEEDS TO PRIORITISE RESOURCES, MANAGER YOUR CUSTOMERS MORE EFFECTIVELY AND BOOST YOUR PROFITS

    Ben Cooper

    Ben Cooper, Principal Consultant CRM, Financial Services, Atos KPMG Consulting

  • Differentiating customer services or offers based on the customer profitability
  • How is customer value defined?
  • How do you measure it?
  • The high and low net worth customer
  • How to retain your high value customers
  • 17:00 Chairman’s Closing Remarks and Close of Day One

    9:00 Re-registration and Coffee

    9:30 Chairman's Opening Remarks

    Dr Jikyeong Kang

    Dr Jikyeong Kang, Littlewoods Senior Lecturer of Marketing, Director of the full-time MBA Programme, Director of the Postgraduate Centre, Manchester Business School

    9:40 ANALYTICAL CRM

    Dr. Alex Nippe

    Dr. Alex Nippe, Head of Loyalty Based Management/CRM, Credit Suisse Financial Services

  • Loyalty based management: infrastructure and processes
  • The analytical engine: from product centric to customer centric modelling
  • Needs based segmentation and customer knowledge
  • 10:20 USING SEGMENTATION IN ANGER

    Stewart Robbins

    Stewart Robbins, Head of PFS Insight, Barclays Bank

  • Cardinal principles of segmentation
  • Understanding the problem
  • Don’t succumb to the ‘Ivory Tower syndrome’
  • Watch out for Data Protection!
  • When to use more than one segmentation
  • 11:00 Morning Coffee

    11:20 CAHOOT

    Lynn Richards

    Lynn Richards, CRM Data & Analysis Manager, cahoot

  • Developing a strategy for actioning your customer segmentation – benefit from cahoot learnings to date
  • Segmentation for individual customer offerings to maximise response rates
  • Applying segmentation in the call centre environment for best practice customer service
  • Using trigger event segmentation in campaigns to generate incremental revenue
  • 12:00 EGG

  • Understanding customer behaviour to produce targeted sales approaches to the right customer at the right time
  • Effectively matching products and promotions to specific customers’ lifestyles
  • Exploring the various means to optimise customer relations through campaign management, behavioural triggers & real time personalisation
  • Patrick Piearcey

    Patrick Piearcey, Head of Sales & Customer Management, Egg

    Patrick Piearcey

    Patrick Piearcey, Head of Sales & Customer Management, Egg

    12:40 Lunch

    14:00 FRIENDS PROVIDENT

    David Young

    David Young, Manager Database & Direct Marketing, Friends Provident

  • Identifying profitable customer groups
  • Using predictive modelling to look at future purchasing behaviour as well as past
  • Empowering the business through understanding unique customer characteristics
  • Initiating business change to improve customer interactions
  • 14:40 PANEL DISCUSSION

    Dr. Alex Nippe

    Dr. Alex Nippe, Head of Loyalty Based Management/CRM, Credit Suisse Financial Services

    Patrick Piearcey

    Patrick Piearcey, Head of Sales & Customer Management, Egg

    Patrick Piearcey

    Patrick Piearcey, Head of Sales & Customer Management, Egg

    Prof Merlin Stone

    Prof Merlin Stone, IBM Professor of Business Transformation, University of Surrey

    Prof Merlin Stone

    Prof Merlin Stone, IBM Professor of Business Transformation, University of Surrey

    15:20 Afternoon Tea

    15:40 UNDERSTANDING ONE OF THE COMPANIES’ PRIMARY ASSETS

    David Selby

    David Selby, Data Science Consultant, IBM UK

  • Typical first time analytical systems inundate the best customers
  • In today’s economic climate we need to adopt good fiscal policy toward customers
  • Planning customer contacts longitudinally need not be challenging but can be rewarding
  • Understanding overlaying customer preferences, both derived and requested are important to generating the right plan for an individual
  • 16:20 TAILORING DISTRIBUTION STRATEGY TO MEET THE NEEDS OF YOUR CUSTOMER

    Paul Wickens

    Paul Wickens, Principal CRM Consultant, Fiserv

  • What customers are telling you
  • What the experts say
  • Getting the mix right – channel/ product/ service
  • Learning from where you have been
  • Using IT to deliver benefit
  • 17:00 Chairman's Closing Remarks and Close of Conference

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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