Poland & CEE Customer Loyalty Summit

PROGRAMME OF THE FORUM

Day 1: 19TH APRIL 2018

Registration and morning coffee

Official opening of the Forum and networking: how nice is it to meet again! See who came to Kraków, meet new acquaintances!

Katarzyna Klimkiewicz, Project Director, BLUE BUSINESS MEDIA
Karolina Karolczak, Partnership & Procurement Director, SODEXO BENEFITS AND REWARDS SERVICES POLAND

PLENARY SESSION

LEARN ABOUT THE TRENDS AND PREDICTIONS, USE THE INSPIRATIONS!

Moderator: Karolina Karolczak, Merchants Director, SODEXO BENEFITS AND REWARDS SERVICES POLAND

INSPIRATION 1: LOYALTY REIMAGINED

  • with the popularity of traditional loyalty schemes on the decline, how should we redefine loyalty and put in place new programmes that achieve genuine emotional connections between retailers and shoppers?
  • using exclusive new shopper data, Bryan will reveal new insights on shopper loyalty in Poland and beyond

Bryan Roberts, Global Insights Director, TCC GLOBAL

Interactive Q&A session

INSPIRATION 2: SURPRISE YOUR CUSTOMER!
How can we surprise our customers nowadays – in search of inspiration for a positive Customer Experience

  • how Booking.com is shaping its loyalty program
  • digital transformation: how the big players are transforming their Customer Experience

Pedro Martins, Product Marketing Manager, BOOKING.COM

Interactive Q&A session

Coffee and networking break

Are you ready for RODO?

  • Legally : complying with regulations, contracts and provisions for RODO
  • Operationally : will the permissions for usage of personal data be valid? What new premissions need to be collected
  • system wise: do I need Data Protecion Inspector and what will be his responsibilities?

Phd Paweł Litwiński, Partner, Kancelaria Barta Litwiński Kancelaria Radców Prawnych i Adwokatów

Interactive Q&A session

LOYALTY FACTS & FIGURES. Key factors responsible for the success of loyalty programmes in Poland and worldwide

  • how personalisation, redemption, gamification and new technologies influence the engagement of loyalty programmes’ participants
  • how the participant’s satisfaction influences shopping decisions and recommendations of products and services
  • when and how much do loyalty programmes’ participants want to tell us about themselves?

Marek Kosakowski, Chief Executive Officer, H2H.tech
Gabriela Siemieniuch-Grygiel, Chief Strategy Officer, H2H.tech

Interactive Q&A session

Lunch and splitting into parallel sessions

PARALLEL SESSIONS

presentation particularly recommended for the RETAIL SECTOR
presentation particularly recommended for the SERVICES SECTOR
B2C AND B2B LOYALTY PROGRAMMES SESSION
FROM IMPLEMENTATION AND MECHANICS, THROUGH OPTIMISATION, UP TO RELAUNCH – DISCOVER THE LATEST EXAMPLES ON THE MARKET

Moderator: Bartek Górzny, Head of Business Poland, Ukraine & Baltics, TCC GLOBAL

Your customers will be there in a second, what about you?
CASE STUDY: VITAY

  • how to adjust a loyalty programme to the approaching consumer trends
  • inspirations, results, dynamics and statistics – transformation of the offer and processes on selected examples

Grzegorz Godlewski, Head of the Loyalty Offer Development Team, PKN ORLEN

Interactive Q&A session


People listen, when money is talking... – how knowledge stemming from a loyalty programme works for business

  • on the basis of selected case studies from the retail industry

Dominik Zacharewicz, Managing Partner, LOYALTY POINT

Interactive Q&A session

Coffee break – some time to share inspirations in a less formal atmosphere


The power of influence and success factors for tools used to inspire B2C loyalty
CASE STUDY: POLOMARKET

  • what does loyalty mean today? – the theory and practice
  • loyalty building tools – more than just traditional loyalty programmes
  • (dis)loyal B2C Customers – what do they lose, what do they gain in loyalty building and why?
  • tailor-made loyalty – how to create the optimal combination of loyalty tools?

Krzysztof Szultka, Director of Marketing, POLOMARKET

Interactive Q&A session


How to recognise the right moment for a relaunch of the programme?
CASE STUDY: AMREST

  • what factors should be taken into consideration?
  • what should we base the decision about change on?
  • long-term actions, or quick campaigns?
  • how to go through a relaunch?

Dominika Korta, Senior Digital Brand Manager Starbucks CEE, AMREST

Interactive Q&A session

Coffee break and splitting into workshop sessions

INNOVATIONS AND INSPIRATIONS IN LOYALTY SESSION
BE INNOVATIVE, OR... AT LEAST INSPIRING – ABOUT THE NON OBVIOUS IN LOYALTY

Moderator: Arkadiusz Cybulski, Managing Director, TAKETASK, ABR SESTA

Loyalty built through individual approach – thousands of consultants or Artificial Intelligence?

Arkadiusz Cybulski, Managing Director, TAKETASK, ABR SESTA

Interactive Q&A session

BE INNOVATIVE OR DIE! COOPERATION WITH START-UPS

The power of technology and marketing – innovative loyalty programmes on the FMCG market

  • why FMCG brands haven’t managed to implement engaging, long-term loyalty programmes for consumers so far?
  • is there a simple way for FMCG producers to stay in direct contact with their end-Customers?
  • case study

Artur Jasiński, Sales Director, MintCloud

Interactive Q&A session

True sign of consumer centrism– service close to the need of the client
CASE STUDY: Platforma MAM

  • how to make products and services represent values close to the needs of the clients
  • how to cleverly learn as much as possible about clients and gather data
  • how to refer to the client not to make invalid promises and not to offer products that clients do not want
  • successful dialogue with users- on the basis of platform for decreasing and payments of bilss MAM

Dominika Adasiewicz-Skorupka, Head of MAM Strategy, MAM

Interactive Q&A session

Coffee break – some time to share inspirations in a less formal atmosphere


B2B
B2B loyalty programme as a tool for building competitive advantage
CASE STUDY: AMICA

  • gamification and personalisation – key elements of building participants’ engagement
  • sales, exposition, recommendation – how to successfully develop a sales channel on the basis of a loyalty programme?
  • short-term resell actions vs. long-term reward methods – the golden mean of influencing sales in a loyalty programme

Magdalena Kościuk, Trade Marketing B2B, AMICA
Marek Kosakowski, Managing Director, H2H.tech

Interactive Q&A session

Building loyalty with the use of new technologies

  • stand out and you will not have to worry about client retention
  • cooperation with start- ups as a way to winning competitive advantage

Rafał Bachanek, Commercial Director, UTYLIS

Interactive Q&A session

Coffee break and splitting into workshop sessions

CUSTOMER (EXPERIENCE) FIRST SESSION
BUILD UPON EXPERIENCE! BE AHEAD OF THE CUSTOMERS AND SURPRISE THEM WITH EXPERIENCE RICH IN EMOTIONS

Moderator: Karolina Karolczak, Partnership & Procurement Director, SODEXO BENEFITS AND REWARDS SERVICES POLAND


How to study the Customers’ needs and analyse results?
CASE STUDY: AVIVA

  • where to draw the knowledge of the Customers’ needs from?
  • how to measure Customer experiences?
  • how to share knowledge about Customers experiences in building customer culture?

Elżbieta Gierczyńska, Customer Champion, AVIVA

Interactive Q&A session

Operational use of satisfaction measures

  • Process of gathering data about client satisfaction as an element of decision making in an organization
  • change of approaach to NPS indicatior – not only analitics information but also purely operational information
  • operational approach to client satisfaction as a means of immediate reaction for various situation demanding rapid action

Filip Krzystanek, Manager Business Analitcs Solutions, PREDICTIVE SOLUTIONS

Interactive Q&A session

Coffee break – some time to share inspirations in a less formal atmosphere


Winning loyalty without a loyalty programme
CASE STUDY: PEPCO

  • how to recognise a loyal Customer?
  • what to do to make the Customer come back?

Paweł Jędrejko, Insight Senior Specialist, PEPCO

Interactive Q&A session


Customer Revolutions – how to go through with Customer transformations?

  • the recipe for a revolution
  • how can we surprise the Customer?
  • looking for UBIK

Paweł Jarecki, Director in charge of Customer Satisfaction Improvement, BRW

Interactive Q&A session

Coffee break – some time to share inspirations in a less formal atmosphere

DATA & CHURN & RETENTION SESSION
 
THE FIGHT FOR HIGH RETENTION AND LOW MIGRATION – WHAT DO COMPANIES DO TODAY TO PREDICT CUSTOMER MIGRATION AND RETAIN THE MOST VALUABLE ONES?

Moderator: Mirosław Mikłos, Customer Experience Counsellor, BGŻ BNP PARIBAS BANK POLAND


The cardboard churn story in consumer finance – why do Customers leave, who is worth retaining and what’s with the quality of service?
CASE STUDY: SANTANDER CONSUMER BANK

  • retention and anti-churn processes for credit cards
  • selected actions that can allow us to limit attrition (or at least try)

Łukasz Kosmacz, Senior Manager for Cards Activation and Retention, Credit Card and New Business Initiatives’ Development Department, SANTANDER CONSUMER BANK

Interactive Q&A session


RCS, successor of SMS comes to Poland. Learn more about the possibilities of solutions that will revolutionise the mobile marketing market

Tomasz Pakulski, Managing Director, REDLINK

Interactive Q&A session

Coffee break – some time to share inspirations in a less formal atmosphere


Increasing role of CX in retention, competition based on price reductions is the past already- work in groups,

Dorota Chmurska, Kierownik Zespołu Cross-Sell, BANK POCZTOWY

Interactive Q&A session

We’ve got the data. What’s next? Simple answers to difficult questions
CASE STUDY: NEST BANK

  • the grand words: ECONOMETRICS and ATTRIBUTION, plus time pressure
  • tools and competences are sometimes worth limiting to minimum
  • can Customer segmentation be created in 15 minutes?
  • trapped in the pursuit for the highest conversion

Maciej Skuz, Director of the CRM Department, NEST BANK

16:55 WORKSHOPS SESSION; GAIN TANGIBLE, READILY-IMPLEMENTABLE KNOWLEDGE!

1) Loyalty Pulse – stages of development of an effective loyalty programme

  • how to effectively build and develop a loyalty programme?
  • how to assess the maturity of your programme?
  • the key KPI that have to be monitored while managing the programme’s condition
  • the right order of actions in a programme

Dominik Zacharewicz, Managing Partner, LOYALTY POINT
Adam Nowak, Global IKEA FAMILY Specialist, IKEA

2) Gamification in practice – projection on increasing engagement of clients

Mirosław Młynarczyk, Managing Partner, ALBEDO MARKETING
Piotr Ignasiak, Loyalty Planning Manager, ALBEDO MARKETING

3) Ways to engage and activate clients – panel discussion

Tomasz Burdziński, Strategic Director, OSKAR WEGNER – MARKETING RELACYJNY

End of the conference part of the first day of the Forum

LOYALTY AWARDS 2017 GALA

Presenting awards for the best B2C and B2B loyalty activities

Gala hosting:
Kamil Baleja, radio journalist, Radio Złote Przeboje

Networking, relaxation and fun with a hint of competitiveness

Partner of the Gala:

DAY 2: 20TH APRIL 2018

Registration and morning coffee – a perfect opportunity to sum up Day 1

Official opening and networking

Katarzyna Klimkiewicz, Project Director, BLUE BUSINESS MEDIA
Karolina Karolczak, Partnership & Procurement Director, SODEXO BENEFITS AND REWARDS SERVICES POLAND

PLENARY SESSION

POLAND LOYALTY ROADMAP – learn about the current shape of the Polish loyalty market and its directions of development – join the peloton!

Connecting personalisation and data to drive customer engagement – how you can achieve it right now:

  • personalisation – the evolution of customer engagement
  • the role of insight and data in guiding your decisions and measuring success

Dan Truscott, Head of Business Development, Customer Engagement and Data Analytics, Visa

Interactive Q&A session

About the future of loyalty programmes in the new reality
CASE STUDY: IKEA FAMILY

  • loyal consumers in a disloyal world

Adam Nowak, Global Ikea Family Specialist, IKEA

Interactive Q&A session

Artificial Intelligence Is Here: How Can You Ensure It Doesn't Make Your Customers Hate You?

  • an understanding of the AI explosion and what it really means for your business and marketing strategy
  • how AI can help you better attract and engage consumers
  • lessons from real-life failures in using AI, and how to avoid catastrophe

Sebastian Mengewein, Principal Product Evangelist, SELLIGENT

Interactive Q&A session

Coffee and networking break

INSPIRATION 3: REACH THE BASE!

Loyalty depends on relations, or to be more precise, our brain

  • what wins loyalty? – About greed
  • between sympathy and respect
  • the system-people matrix – how to destroy the best loyalty programme – mini case studies
  • who reaches the base – about the hunters and gatherers
  • review of a few simple techniques – the “revolving thank you”, the AHY effect, the ET technique

Marek Skała, President, MEGALIT TRAINING INSTITUTE

Let’s mark up the „Poland Loyalty RoadMap” together – What is the current situation of loyalty in Poland: bloom, boredom or stabilisation?

  • trends and directions of development; what lurks behind the corner and what is plainly visible on the horizon? – engagement, meaning loyalty 3.0
  • where to draw inspirations from, and what should be taken into account while trying to inspire Customer loyalty?
  • what kind of loyalty programmes have a future ahead of them?
  • what kind of programme to choose - multipartner or individual?

Moderator: Michał Pieprzny, CEO, PAYBACK Poland

Panelists:
Amadeusz Gaweł, CE Loyalty Proposition Manager, TESCO
Anita Komar, Marketing & PR Manager, KAPPAHL
Krzysztof Szultka, Marketing Director, POLOMARKET
Bartek Górzny, Head of Business Poland, Ukraine & Baltics TCC GLOBAL
Grzegorz Godlewski, Head of the Loyalty Offer Development Team, PKN ORLEN
Krzysztof Szultka, Dyrektor Marketingu, POLOMARKET

Lunch and splitting into parallel sessions

PARALLEL SESSIONS

presentation particularly recommended for the RETAIL SECTOR
presentation particularly recommended for the SERVICES SECTOR
LOYALTY PROGRAMMES SESSION
TRENDS, PREDICTIONS, STRATEGIES – WHAT IS THE POLISH LOYALTY PROGRAMME MARKET LIKE? WHERE IS IT HEADING?

Moderator: Bartek Górzny, Head of Business Poland, Ukraine & Baltics TCC GLOBAL


B2B
How to maintain Customer loyalty and engagement in building the brand’s image in a world of red oceans
CASE STUDY: SAINT-GOBAIN

  • the best loyalty programmes are tailor-made
  • how can design thinking – project management methodology help us choose the right loyalty programme for our Customers?
  • presentation o the ISOVER Saint-Gobain programme for distribution

Aleksandra Puzyno, Loyalty Programme Coordinator, PR & CSR Specialist, ISOVER SAINT-GOBAIN

Interactive Q&A session


How to convince the Customer that the holiday period lasts for the whole year?
CASE STUDY: ALLEGRO

  • loyalty programme engineering on the example of Allegro Coins

Michał Markowski, Business Growth Manager, ALLEGRO
Kaya Akcelikli, Business Development Manager, ALLEGRO

Interactive Q&A session


Paid enterance to a loylaty programme

  • Where did you get the idea?
  • How to convince the client?
  • How to convince the staff?

Piotr Krowicki, Head of marketing and loyalty programmes, PROMOD Angelika Zietek, Specialist for loyalty programmes, PROMOD

Interactive Q&A session

End of the Forum

INNOVATIONS AND INSPIRATIONS IN LOYALTY SESSION
GET THE RECIPE FOR A LOYALTY SMOOTHIE!

Moderator: Arkadiusz Cybulski, Managing Director, TAKETASK

Data-driven Loyalty Programs for e-commerce

  • joining the worlds of loyalty & retail with web analytics can help you craft better loyalty programs
  • Marketing Automation gives you the tools to bring them to life
  • Peter Jakus, Head of Customer Success CEE, EXPONEA

Interactive Q&A session

Effectiveness of loyalty programmes on the basis of FMCG products

Bartłomiej Bartula, Sales Manager, DELLY

Interactive Q&A session

The recipe for a loyalty smoothie
CASE STUDY: MARWIT

  • a loyal consumer is the best brand Ambassador
  • is it just the consumer? More ingredients for the “smoothie”

Anna Pawłowska-Kruzińska, Head of Marketing, MARWIT

Interactive Q&A session

End of the Forum

CUSTOMER (EXPERIENCE) FIRST
VERIFY THE GROUNDWORK FOR BUILDING RELATIONS WITH THE CUSTOMER

Moderator: Karolina Karolczak, Partnership & Procurement Director, SODEXO BENEFITS AND REWARDS SERVICES POLAND


The three pillars of Customer retention: product, service and added value
CASE STUDY: KAZAR

Małgorzata Olszewska, Strategic Director, Vice President of the Management Board, KAZAR

Interactive Q&A session


Effective ways for increasing Customer loyalty
CASE STUDY: CREDIT AGRICOLE

Marcin Jagodziński, Director of the Operations and Relations Marketing, Marketing Division, CREDIT AGRICOLE

Interactive Q&A session


Good service and strong brand vs. consumer loyalty – are they enough to build a proper CX these days?
CASE STUDY: RAIFFEISEN POLBANK

  • the culture and values in an organisation
  • the power of motivation and building quality awareness in striving for improvement
  • indispensable CX tools

Monika Urbaniak, Head of Customer Exprerience Department, RAIFFEISEN POLBANK

Interactive Q&A session

End of the Forum

DATA & CHURN & RETENTION
 
SEE HOW TO COMBINE AND MEASURE CUSTOMER EXPERIENCE AND RETENTION

Moderator: Mirosław Mikłos, Customer Experience Counselor, BGŻ BNP PARIBAS BANK POLAND


How to tightly correlate Customer experience with retention and how to measure it?
CASE STUDY: EURO BANK

Piotr Gajnodzinow, Director, Departament Voice of the Customer, EURO BANK
Piotr Sadowski, CEO/Dad, WEBANKIETA

Interactive Q&A session


Communication adjusted to the recipient is nonsense!

Veranika Zdanovich, CRM & Marketing Manager, NOWA ITAKA
Adam Wysocki, Managing Director, LVL UP MEDIA

Interactive Q&A session

End of the Forum