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This programme is currently in planning. To receive the brochure as soon as it is available, please send us an email at programme@efma.com.
New approaches to enhanced customer loyalty
Overview
In recent years, Efma has run highly successful conferences on customer loyalty. The major changes that have taken place in the retail banking sector in the last year or so have increased the importance of retaining the most profitable customers.
This year, therefore, the conference will focus on four key themes
• New approaches to customer retention: an exploration of the effectiveness of the latest loyalty schemes;
• New approaches to customer communication: engaging customers in real dialogue, using social networking sites and other new methods;
• The future role of marketing: enhancing the value that marketing can add to the relationship;
• The cost of customer retention: different relationship and channel pricing approaches; deciding how much to spend on retention.
Key issues
Other important issues that will be covered include
• The main drivers of customer loyalty. What is the role and relative importance of customer insight, CRM, customer service and segmentation? How can retention be measured? Is customer loyalty an unrealistic aim?
• The retention of profitable customers. How can banks assess existing and future customer profitability? How can they identify, focus on and keep the best clients?
• The development of the right tools and skills. How can the right skills and support for customer retention be developed? What early warning systems can be used to identify potential customer defections? How can banks develop effective new customer retention and loyalty schemes?
