I am very glad that once again I have the opportunity to thank the attendees of the Poland & CEE Customer Loyalty Summit for their speeches, openness to new inspirations, curiosity, numerous questions and emotions during the Loyalty Awards Gala! These three days spent in an exquisite company of experts teemed with inspirations, and even though the weather this year was quite inhospitable, the new venue compensated for the cold aura.
A day before the official opening of the Forum was dedicated to workshops on the psychology of loyalty, conducted by Paweł Wójcik, PhD from the University of Warsaw. The topic of stimuli and mechanisms stimulating consumer behaviour was one of the thematic areas included in the Agenda in response to the Participants’ requests. As usual, we invited you for an evening networking meeting to Nespresso Boutique at no. 12, Main Square, in the Old Town of Kraków. The cocktail was co-hosted by SAPHybris. The Forum again consisted of a plenary session and 4 thematic sessions, this time focused on: loyalty in retail, loyalty and retention in services, loyalty in the FMCG market. The fourth, new session was dedicated to innovations in loyalty activities.
This year, during the plenary and retail sessions we focused on demonstrating the trends and changes occurring on the loyalty activities’ market in Poland.
The Forum’s leitmotif was digitalisation, just like the previous year, but not only that; we put particular emphasis on personalising messages, the effectiveness of mobile applications, CX, and measuring activities.
The presentations that met with widespread recognition were those delivered by Vit Endler, President of the Management Board at INTERNET MALL POLAND (Challenges, threats and changes – that is, the difficult part of loyalty) and Grzegorz Suszko, CRM Director at the Polish branch of MASTERCARD EUROPE (Loyalty alone is not enough. We need a broader perspective…).
The services session was devoted to discussing CX activities building experience, and most of all, satisfaction during the first day of the Forum, while the following day it revolved around retention activities. We also talked about the Millennials and shared examples of surprising the Customers with our attention. The presentation on being “useful” in our contacts with the Customers delivered by Agata Arciszewska, Travel Club Marketing Director at Travelist.pl was pointed out as the best talk of this session.
The last session, Innovations and Inspirations, turned out to be a fresh and needed addition to the Forum. It allowed us to demonstrate not only various ways of building loyalty with help of Influencers (YouTubers), but also introduce the topics of economy of cooperation and discuss the results of introducing technology into loyalty programmes.
The Programme of the first day of the Forum was closed by 2 sets of workshops. The first, more substantial, included a highly praised topic: Brands need love not just likes! presented by Rafał Krauze, Country Manager and Andrzej Wierzchoń, WOM Sales Manager, both representing TRND POLAND.
The second set of workshops had a more relaxing character. The Participants had the opportunity to attend a mindfulness training conducted by Joanna Delbar (met with great interest from the public), a short latino dance course led by Łukasz Skupień – instructor and coach from the “Eggurola Dance Studio”, as well as go jogging with a coach from Decathlon.
In the evening, as in the previous years, we gathered to talk about loyalty together – this time in the Hotel’s beautiful ball room. We began with the Gala Ceremony, where awards were presented to the winners of the third edition of the LOYALTY AWARDS (BIG L) Plebiscite.
The winners were chosen in two steps, through votes cast by practitioners of marketing, managing relations and building customer loyalty. The awards were granted to the best loyalty projects in retail, services, B2B (relations with resellers), the best new programme, innovation of the year, and the best communication of a loyalty project in 2016.
The Plebiscite was organised in cooperation with KANTAR TNS while its substantial value was supervised by the Awards Committee comprised of:
Tomasz Burdziński – Strategic Director, OSKAR WEGNER – RELATIONSHIP MARKETING
Marek Kosakowski – Independent Expert
Andrzej Łapeta – Manager, KUC Advertising Company
dr Tomasz Makaruk – PhD – President of the Management Board, i360
Grzegorz Ostrowski – Client Service Director, KANTAR TNS
Daria Rybińska - Head of Category Insight Team, DUNNHUMBY
Dominik Zacharewicz – Managing Partner, LOYALTY POINT
I am looking forward to seeing you in the Spring of 2018, and meanwhile I would like to invite you to watch the photo coverage of this year’s edition.
„I am a regular at BBM conferences, in various roles. The events are always prepared with meticulous attention to detail. What I really liked about the Customer Loyalty Summit was the comprehensive and complex thematic range that arose as a result of the excellent selection of Speakers – both from Poland and abroad. The parallel sessions were particularly interesting. The Summit was an opportunity to discuss important matters openly, and in an informal manner, as well as to share practical examples.” Jakub Gierszyński, e-Commerce Director, DECATHLON
„A very well prepared conference with interesting content and atmosphere ideal for networking. These two days in Kraków were a time well-spent.” Jakub Wesołowski, Director for Business Development, NEPTIS
„Interesting people, a good selection of topics, I will recommend it :)” Kamil Janiszewski, Director of the Advertising Department and Member of the Management Board, Listonic
“I have been participating in the Customer Loyalty Summit in Kraków for a few years. The programme has always been interesting, but in the previous years, the presentations were mainly focused on discussing the advantages and disadvantages of loyalty programmes based on accumulating points by the conumers, for instance. And then, this year, all of a sudden, it changed. And what a change that was! Customer loyalty started being analysed from a number of angles, taking into account customer habits, emotions, psychographic profile, etc. The value of content pertaining to all of the above was high, and the congress itself was perfectly organised. Is it possible to host an even better Customer Loyalty Summit? We’ll see next year :)” Paweł Wójcik, Lecturer / Faculty of Psychology, UNIWERSYTET WARSZAWSKI, Managing Partner, FUTURA MEDIA
„Customer Loyalty Summit is a must-go for all the people working with loyalty. This year the organisers surprised us with a captivating programme full of trends and case studies, as well as “mindfulness”, salsa, and image building workshops. I heartily recommend taking part in the upcoming editions.” Michalina Truszkiewicz, Senior Client Director, DUNNHUMBY Poland
In my opinion the Customer Loyalty Summit translates into a review of trends in a nutshell paired with engaged professionals in one place, which opens up space for inspirations and effective networking. A very well organised, grand event, that left me with pleasant memories of participating in this year’s edition.” Paulina Regucka, CE Customer Experience & Loyalty Manager, TESCO