It was a tremendous pleasure to have you in Cracow. We’ll do our best to make you feel even better next year!
BUILDING TRUE CONSUMER LOYALTY, TOGETHER!
We would like to heartily thank all the Participants of the 7th Poland & CEE Customer Loyalty Summit for joining and inspiring us. Our Forum has become a fixed item on the agenda of loyalty experts coming to Cracow year after year, not only to look for new ideas and business, but also to meet friends and enjoy their time.
The Forum was preceded by a special day: Workshops: Centralising data from various channels and departments – tools and processes – conducted by representatives of IGNITIONONE and MEDIA&LEADS.
As in the previous year, the Forum consisted of a plenary session accompanied by 4 thematic sessions, this time focused on: loyalty in retail, services, the traditional channel and the issues of churn and retention.
In 2016 “digitalisation” and modernising activities were the lead motif of the part of the meeting dedicated to the retail sector. The two presentations that were most highly graded by the Participants were delivered by Maksymilian Litwinow – Marketing Director of Castorama (How to engage the client in social media) and Adam Nowak, Country Ikea Family Manager, Ikea together with Dominik Zacharewicz, Managing Partner from Loyalty Point (The future is not what it used to be – coordinating and personalising mass communication in CRM projects on the example of IKEA FAMILY). Managers of service companies focused on “managing” the consumer’s emotions and the directions of loyalty development, including the concept of customer experience. “How to use emotions for keeping the consumer’s constant attention” – was the presentation that received the most votes in this session. It was delivered by Dariusz Maciołek – Marketing Director of PGE.
The leading topics in the Churn & Retention Management sessions were churn triggers and effective elements of managing retention campaigns – here, two presentations were granted distinction:
– – “Multichannel client retention” – delivered by Krzysztof Kończak, Direct Sales Development Director together with Rafał Dywan, Contact Center Office Director representing PZU Group
– – “How to manage campaigns, focusing on interactions with the consumer in multiple channels (branch/call center/Internet) delivered by Jakub Synowiec, Senior Specialist of Campaign Management, representing mBANK.
The fourth session dedicated to managers responsible for building relations in the traditional channel covered topics connected with the condition and perspectives of development for the small area market as well as mechanics and tools supporting sales. Here, the best presentation was delivered by Borys Skoracki Loyalty Programmes Manager from Maspex and covered the subject of “Loyalty programme as a source of competitive advantage in a sales point”.
The programme of the first day of the Forum was closed by 2-hour meetings at thematic tables – a fixed item on the agenda of our Forum, invariably popular among the Participants, as they offer the possibility of discussing more detailed topics in a smaller company. The challenge posed by centralisation turned out to be the most important topic of this session.
In the evening, traditionally we met to talk about loyalty in an informal atmosphere. This time we visited the vast industrial interiors of the Old Depot in Kazimierz. The meeting began with the 2nd Official LOYALTY AWARDS Gala.
The winners were chosen in two stages, with the votes being cast only by practitioners of managing relations and building client loyalty, who pointed out the best projects in the following categories: retail sales, services, B2B (relations with resellers), the best new programmer, innovation of the year and emotional engagement leader.