75%
% Operattor attendance! POSST EVEENT REEPORT 2011 IIR
R’s 7th annuaal Telecoms Loyalty Chu
urn once agaain proved to
o be the lead
ding event on telecoms loy
yalty in the market gath
hering over 8
80 experts frrom Europe, the Middle Ea
ast, North Am
merica and A
Africa. With o
over 30 spea
akers and as many sessio
ons, the eventt provided a thorough, holistic explorration of thee world of loyalty seen frrom the perspective of teleecom operattors. W the question ‘Is Loyalty With L
Dead
d?’ BT open
ned the con
nference in an exciting, tthought‐provvoking masteerclass beforre giving the floor to Oraange FT’s Gro
oup Director o
of Loyalty wh
ho presented
d customer eexperience ttransformation programss to increase loyalty and reduce churn. Presentaation by opeerators Kabe
el and Turkkcell followed, tackling customer liffecycle man
nagement fo
or increasin
ng loyalty and a
revenues.. Etisalat, A1 Telecom Austria A
and Vodafone CYTA presented their own o
discussed th
innovativee loyalty pro
ogrammes while w
UPC Netherlands
N
heir strategyy in . A reducing churn thro
ough proact
tive custom
mer base an
nd value management
m
stimulatin
ng interactivve workshop
p on what works and what doesn't in SNA for reducing cchurn was co
onducted byy Orange FT followed by presentations from lead
ding solution p
providers Gemalto and M
Market Strate
egies Internaational. Th
he second d of the co
day onference opened with a keynote presentation
p
n by the Head
d of Corporaate Marketing of Turkccell addresssing the issu
ue of retain
ning corporatee business c
customers through a holistic strateegy from se
egmentation
n to pricing. Telenor T
focu
used on seggmentation strategies for f the corp
porate clienttele followed by Sunrise
e Switzerlan
nd discussing cross and
d up‐sellingg managemeent. Aqueductt went beyo
ond the reallm of trivialities and bu
uzz words in
n a masterclass exploring the nuts & bolts for Marketing M
3.0
0. In the afteernoon, Tele
efonica Grou
up’s Director of Customeer Experiencce discussed
d how to transform t
an a organisattion through Customer C Exxperience to increase loyyalty & redu
uce churn fo
ollowed by ICLP examiningg loyalty casse studies from outside the telecom
ms industry. Neuralitics and a
Statconsu
ulting addres
ssed churn p
prevention u
using trigger based initiattives and churn increase in debt collection respeectively. INW
WI delivered
d a joint pre
esentation with w
SICAP on building cusstomer loyalty while incrreasing markket share fro
om a challen
nger position in
n Morocco. TTEO Lithuania spoke of ttheir experieence in churn
n prevention for fixed linee services while w
Buonggiorno closeed the even
nt with the
eir strategy on optimizingg loyalty pro
ogrammes fo
r relevance, rewards, & recognition. Ind
dustry B
Breakdo
own
Geograp
hical Brreakdow
wn Speaking
g & Sponsoringg If you aree interested iin future speaaking opportunities availaable please co
ontact Georgios Kipouros at gkipouros@
@iir‐telecom
ms.com For furth
her details on sponsorship
p and exhibitio
on opportuniities, please ccontact Damo
on Thompson
n at dthompsson@iir‐telecoms.com www
w.telecomccloudservices.com T
T h e W
W o r k s h o p s The pre
e‐conference
e workshop conducted b
by Gemalto aaimed at giving operatorrs insights on
n how to succcessfully ach
hieve their CRM objectivves through an efficientt marketing strategy on
n the mobile
e. Gemalto asserted thrrough interaactive exercisees that creatting a true aand value‐ad
dded dialogu
ue with custtomers on the mobile iss all about cu
ustomer lifecycle manageement and u
understandin
ng the benefiits of permisssion marketing. During tthe workshop, attendeess discussed m
major mobile marketing market tren
nds, CRM beest practices from acro
oss the glob
be, and the power and usability off the Interacctive SMS cha
annel propo
osition of Gem
malto. The post‐conferenc
ce masterclaass conducteed by Idiro TTechnologies explored the use of So
ocial Network Analysis ttools A the mobile operator can identify influencers an
nd viral contaagion for custtomer loyaltty and reduccing churn. TThrough SNA
in the customer base and hen
nce drive loyalty and optimise churn managem
ment. The m
masterclass gave g
delegattes a g in the ben
nefits, costs,, issues riskss and side benefits of im
mplementingg SNA for m
mobile operaators. thorouggh groundin
Special emphasis w
was given on developing a clear meth
hodology forr evaluating tthe ROI of a SNA solutio
on for both cchurn s
facttors in implementing a SNA prediction and loyyalty manageement. Deleegates also discussed the pivotal success n for their lo
oyalty and ch
hurn team, an
nd the key pitfalls to avo
oid. solution
T
T h e T e s t i m
m o n i a l s An excciting event w
with the late
est updates on telco Loyyalty! Loyaltyy Programmee Senior Man
nager, Etisalat Very interes
V
sting event, iinsightful pre
esentations Manager, Or
M
range Switzeerland I beneffit greatly fr
rom the operrator presen
ntations on lo
oyalty Prepaid Team Lead
der, Zain Learne
ed about the
e latest deve
elopments off loyalty IT Man
nager, Vimpl
ecom Excellent con
E
ntent! CRM Unit He
C
ead, Kcell Obtained go
O
ood contacts from churn prediction vvendors Head of Cust
H
tomer Reten
ntion, TEO Litthuania Built re
elationships
s with colleaggues and folllow up on specific projects mer Portfolio
o Manager, TTelkom SA Custom
Very good p
V
rogramme, ggood mixed agenda mad
de the day have great p
h
pace CEO, Busines
C
ss Logic Media P
Partners Exxhibitors www
w.telecomccloudservices.com