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, Merchants 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

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

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

Bartłomiej Murawski, Director of the Office for Development of Relations with the Customers and Partners, PKN ORLEN
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: Sebastian Starzyński, CEO, TAKETASK, ABR SESTA

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

Sebastian Starzyński, CEO, 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

Michał Filipek, CEO, MintCloud

Interactive Q&A session

Building loyalty with help of new technologies

  • distinguish yourself, and you won’t have to worry about Customers leaving
  • how to retain loyalty when price competition is impossible?
  • creating loyalty through Customer engagement
  • cooperating with start-ups as the path to gaining competitive advantage

Rafał Bachanek, Commercial Director, UTYLIS
Marcin Łapa, President of the Management Board, SEP. INNOVATION

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


The topic will be announced soon

Monika Nowakowska, Vice President of the Management Board for Commercial Affairs, DROGERIE NATURA

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, Merchants 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


CX in loyalty activities; trends and directions of development
CASE STUDY: TOP SECRET

Michał Antczak, Marketing Director, TOP SECRET

Interactive Q&A session

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


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


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

Coffee break and splitting into workshop sessions

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 Counselor, 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


The growing importance of CX in retention, price competition leaves to rest
CASE STUDY: T-MOBILE

  • how positive Customer experience influences the willingness to renew the contract with the current supplier?
  • how to use good CX practices in retention?

Łukasz Ilski, CLM Department Manager, T-MOBILE

Interactive Q&A session

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


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

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

Coffee break and splitting into workshop sessions

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) Innovations! – a brief review of novelties on the market

10-minute presentations of the latest solutions offered by providers of state-of-the-art tools and systems

In addition to these, two out of five workshops from the following list will be included in the programme. The choice is yours – vote for the topics you would like to see on the agenda!

GDPR – the last call

How to prepare for changes connected with the regulation?

PSD2 – what does it mean for the loyalty market?

  • who wins, who loses?
  • how PSD2 can be used to ensure business growth?

Gamification in practice – designing stronger Customer engagement

Methods for Customer activation – discussion

10 biggest challenges of a loyalty programme – discussion

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
Integration, relaxation, and some fun with a tinge of competition

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, Merchants 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!

Keynote lecture
Check whether you are ready for GDPR*

  • operations: what new post should be created and what duties will it involve?
  • system: what kind of consent/data will be allowed to be processed and how?
  • law: adjusting regulations, terms and conditions, for instance in loyalty programmes

dr Maciej Kawecki, Deputy Director of the Department of Data Management, MINISTRY OF DIGITAL AFFAIRS

*open lecture – there is a possibility to sign up for the lecture free of charge

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

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:
Paulina Regucka, CE Head of Loyalty & Operations, TESCO
Anita Komar, Marketing & PR Manager, KAPPAHL
Jolanta Borowska, Marketing Director, COSTA COFFEE POLAND
Bartek Górzny, Head of Business Poland, Ukraine & Baltics TCC GLOBAL
Bartłomiej Murawski, Director of the Office for Development of Relations with the Customers and Partners, PKN ORLEN

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


The topic of the presentation will be announced soon

Iwona Kiljan, Marketing Manager, CIRCLE K

Interactive Q&A session

The last coffee break and final opportunity to discuss in this group!

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

Moderator: Sebastian Starzyński, CEO, TAKETASK, ABR SESTA


The growing importance of e-commerce in building loyalty
CASE STUDY: VOX

  • long-term activities increasing Customers’ attachment to the shop/brand

Maciej Syroczyński, e-Marketing & e-Commerce Manager, VOX

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

When the results turn out to be different than expected

  • measurability in a loyalty programme
  • what to do to increase effectiveness?

Interactive Q&A session

The last coffee break and final opportunity to discuss in this group!

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

Moderator: Karolina Karolczak, Merchants 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


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


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

The last coffee break and final opportunity to discuss in this group!

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


Retention and CX – long-term relations with the Customer – utopia or plan?

  • how much is a Customer willing to forgive?
  • how to make up for the backlog in relations with the Customer?
  • what price is there to pay for the Customer’s patience?
  • does it suffice to pay the Customer?
  • what elements of the Customers’ attitude can we control and influence?
  • how to change what hasn’t been modified before?

Agnieszka Owsianko, Expert in identifying Customer needs and building Value Proposition

Interactive Q&A session

Building CX and „difficult moments” in relations with the Customer – do we know when the Customer is the most prone to leave?

Interactive Q&A session

The last coffee break and final opportunity to discuss in this group!

INSPIRATION
To conclude the Forum, we would like to invite you to a meeting with our Special Guest!

End of the Forum