Conference Agenda
Track Sessions
Monday, October 20, 2008
Sunday, October 19, 2008
2:15 PM - 3:15 PM
Pre-Conference Workshop
Stirring the Melting Pot: Financial Service Loyalty Trends in Marketing's Hottest Demographic Segments
Most marketers are chasing the same customers with the same loyalty strategies in order to stem attrition, increase market penetration and improve profits. In a groundbreaking proprietary research project, COLLOQUY assembled a consumer panel in five of the hottest demographic segments in marketing in order to uncover their attitudes, perceptions and usage of reward card programs and contrast them with the general population. Is loyalty card usage rising or falling? How does transactional behavior translate into brand affinity? Do different demographics respond to loyalty marketing promotions in unique ways?
Chris Fischer
Contributing Editor
COLLOQUY
There is an additional fee for the workshop. Please see registration page for details.
3:30 PM - 4:15 PM
Keynote Address
The Experience Beyond Mass Media: How Citizens Bank Operationalizes Its Brand
This session will show how Citizens Bank has been able to develop and deliver its brand by using consumer and colleague input to craft, refine and measure the total experience to fully align that the messaging is being delivered. We'll share consumer trends, will show our Legendary service creative, our in-branch NICE creative, the way we incorporated both consumer and colleague input and feedback to help develop and refine, and then show how the experience lives in mass media, promotions, delivery at POS, merchandising. We'll then describe how we continue to keep our finger on the pulse with brand tracking and customer satisfaction data.
Theresa McLaughlin
Chief Marketing Officer
Citizens Bank
Barbara Reilly
Managing Partner, Executive Director
Arnold Worldwide
4:15 PM - 4:30 PM
Break
4:30 PM - 6:00 PM
Keynote Address
Quality Service at Disney
Walt Disney World® Resort's longstanding reputation for incredible service and friendly employees is not magic, it is sound ideology consistently applied in business. This program is designed to improve your organization's quality service by immersing you in the successful Disney model. We will show you the importance of attention to detail and how we train our Cast Members (employees) to treat our Guests (customers) as VIP's. Discover how to match your organizations service standards with successful delivery systems.
- Anticipate the needs, wants and emotions of your customers in order to exceed their service expectations
- Bring "personality" to your organization by establishing a service theme and standards
Mike Reardon
Business Programs Facilitator
Disney Institute
This engaging session will showcase proven strategies and success formulas easily adaptable to any industry. Capitalize on the business philosophies that have set the benchmark for successful companies around the world. Each of Disney Institute's professional facilitators is a true Disney "insider." This means that not only are they successful trainers, they have also worked their way up through the ranks of the Disney organization. As distinguished Disney veterans, they have performed a variety of roles in nearly every sector of the Walt Disney World® Resort. The Disney Institute facilitators have been educated in the nation's top colleges and universities. Their Disney experience ranges from several to over 30 years, and all of them have worked with a wide variety of clients including Fortune 500 companies and healthcare institutions as well as small businesses and national associations.
Sponsored by
6:00 PM - 7:30 PM
Welcome Reception
Sponsored by
Monday, October 20, 2008
7:00 AM - 10:00 AM
Opening Morning Workshop
Experience the Business Behind the Magic: Loyalty at Disney
In today's marketplace the need for repeat business is a vital factor that contributes to your bottom line. Companies that develop customer loyalty by delivering superior value will be the companies that success and the companies that last. Satisfied customers drive long-term financial results.
- Harness the value of your brand
- Align your product to the expectations of your customer's experience at all points of contact
- Develop employee enthusiasm that leads to customer satisfaction
- Design an action plan that promotes loyalty in your organization
Mary Flynn
Facilitator, Professional Development Programs
Disney Institute
Mike Reardon
Business Programs Facilitator
Disney Institute
Sponsored by
8:00 AM - 8:45 AM
Continental Breakfast in Exhibit Hall
Sponsored by
8:30 AM - 10:00 AM
Breakfast Seminar
Is your Rewards Program Rewarding YOU? The Rewards Performance Formula.
Consumers are bombarded with Loyalty and Rewards offers making it harder than ever to provide a program that excites them, yet offers financial success for you. Simplicity, common sense and good business practices are just a few of the components needed to achieve a strong and engaging rewards program. Learn key points that will drastically affect your success with a rewards program. You will leave with a better understanding of the current and future state of rewards and how your bottom line is affected. More information... Click Here.
Dennis Driscoll
VP
Loyalty Services
Sponsored by
10:00 AM - 10:15 AM
Chairman's Opening Remarks
Lance Oelke
John Ryan
10:15 AM - 11:00 AM
Keynote Address
Innovative tools for searching, researching, and evaluating new products have given consumers unprecedented involvement in the marketing cycle. Capital One, known for its targeting prowess via direct mail, is capitalizing on this phenomenon through a new multi-channel marketing agenda that maximizes both outbound and inbound channels. Learn about the power of offering choice and control, and gain valuable insight on integrating traditional and non-traditional marketing tactics to enhance consumer response.
Bill McDonald
Chief Marketing Officer
Capital One Financial
11:00 AM - 11:45 AM
The Power of "WOW"
Commerce Bank, the country's most dynamic and innovative financial services retailer, is known for its legendary customer service, passionate employees and industry-leading innovations. In 2006 and 2007, Commerce was recognized for excellence in customer satisfaction by J.D. Power and Associates, and the bank has also been lauded by Consumer Reports, management guru Tom Peters, Retail Banker International and Forbes, among others. An innovator and strategic leader with experience in retail management, human resources and sales/marketing, Linda will discuss how a corporate-wide commitment to customer service can create loyal customer "fans," sustain a vibrant workplace culture and preserve a powerful brand.
Linda Verba
Executive Vice President, Retail Operations
Commerce Bank, "America's Most Convenient Bank"
11:45 AM - 12:00 PM
Morning Refreshment Break
12:00 PM - 12:45 PM
CMO Panel
Banks are becoming increasingly sophisticated in identifying and marketing to diverse customer segments through multiple channels. But as you slice your marketing efforts more finely, how do you avoid a patchwork approach and insure all your efforts work together synergistically to support and promote "the brand?"
Moderator:
Lance Oelke
John Ryan
Panelists:
Mark Gibson
Chief Marketing Officer
Compass Bank
Dan Marks
Chief Marketing Officer
First Tennessee
Pete Constant
Chief Marketing Officer
RBS Card Services
Alexander Calicchia
EVP, Chief Marketing Officer
MidSouth Bank
12:45 PM - 2:00 PM
Luncheon for all Participants: Industry Innovation Session
Going Digital in Financial Services Marketing
Marketers across industries continue to significantly shift resources toward digital marketing platforms such as blogs, podcasts, viral videos, social networks, online ads, and more. But just how much have marketers in Financial Services embraced these Web 2.0 tactics as an integral part of the marketing mix? SourceMedia and MarketBridge, a marketing and sales professional services company to the Fortune 500, queried hundreds of Financial Services marketing executives on their use of digital marketing strategies and tactics, covering topics such as:
- Usage of digital marketing today and beyond
- The most and least effective digital platforms
- How digital marketing is altering organizations and budgets
Scott Gillum
Senior Vice President, Financial Services Practice Leader
MarketBridge
Sponsored by
12:45 PM - 2:00 PM
Luncheon for all Participants: Industry Innovation Session
Tools for an effective checking account acquisition strategy: maximize return by controlling the cost of acquisition
Financial Institutions are finding the environment to generate incremental checking accounts very challenging. Many banks are faced with closing just as many checking accounts as they are opening. This session will show how leading financial institutions are handling this challenge with marketing, incentives, referral programs and training.
We will provide real examples of the effectiveness of this strategy on creating solid incremental lift and new households while providing the bank a stream of customer relationships that are immediately adding to the overall bottom line.
Aaron Garner
Gordon Abram
Client Bank TBD
Sponsored by
TRACK A: Part 1: Segmentation
2:15 PM - 3:00 PM
Making Your Brand More Teen Centric
How Quiznos Is Staying Close To Teens In Its 5000+ Chain Of Restaurants This presentation will show the how retail brands can connect to Teens. The teen centric approach will be showcases some of the breakthrough work being done at Quiznos.
Arjun Sen
President
Zen Mango
3:00 PM - 3:45 PM
Don't Call Them Geezers: Succeeding with Mature Consumers
Retired consumers are the fastest growing consumer market segment. Baby Boomers are entering their retirement years and changing the nature of retirement itself longer, wealthier, semi-retired. Despite their high levels of accumulated personal wealth, mature consumers often feel underserved by their financial services providers. Understanding the core trends and the attitudes and needs of this often overlooked market segment, is essential to creating a competitive advantage. Developing new products and business models specific to this group, while crafting resonating messages to make your brand stand out can put you on the right path.
David Dean
Senior Vice President, Retail Segment Management
Union Bank of California
TRACK B: Part 1: Emerging Issues
2:15 PM - 3:00 PM
Can Facebook "Friend" Advertising? And, Can Marketers "Friend" Social Networks?
Karen Webster (Market Platform Dynamics) and Matt Adkisson (FreeCause) will discuss the 5 forces of social networking, how to harness them into a powerful distribution channel, whether social networking is a fad waiting to fizzle, how the market will consolidate over time and the future of social networks.
Karen L. Webster
President
MPD
Matt Adkisson
CEO
FreeCause
3:00 PM - 3:45 PM
Moving from Event Marketing to Experience Marketing
Financial organizations looking to establish long-term customer relationships need to convey large amounts of information in simple, powerful ways. Experience marketing in all its forms - sponsorships, conferences, shareholder meetings, pop-up retail etc. - transcends traditional event marketing's ability to communicate by combining audience research, communications design and integration with other marketing campaigns to amplify those interactions. Whether you're looking at innovating the retail experience, inspiring the sales force or engaging a high-net worth demographic, it's time to look at your live events in a new light. This session will lay out current best practices around experience marketing campaigns with a case-study, interactive focus.
David Rich
SVP, Strategic Marketing/Worldwide
George P. Johnson
Jody Weber
Vice President, Global Wealth & Investment Management Marketing
Bank of America
TRACK C: Part 1: Marketing
2:15 PM - 3:00 PM
Deposit Marketing Strategies for a Turbulent Environment
In an era of declining spreads and slowing growth rates, marketing leadership is critical in the bedrock retail deposit business. This session will 1) show how leading institutions are tackling the deposit challenge through marketing, product/pricing and segmentation initiatives; and 2) discuss the role of marketing leaders in crafting winning deposit strategies. Examples from a major bank will be included, along with specific recommendations on how to improve performance in 2009.
Sherief Meleis
Novantas LLC
Managing Director
Dan Tuccillo
Senior Vice President, Consumer Product Management & Marketing
PNC Financial Services Group Inc.
Richard McFarland
SVP - Consumer Deposit Products
Washington Mutual Bank
3:00 PM - 3:45 PM
Measuring Customer Value
The panel will address the critical questions surrounding different ways of measuring and using customer value, such as Net promoter score, ROI, NPV and the performance vs potential value matrix. The critical questions we will discuss:
Deb Wall
Marketing Executive
GE Money
Tony Branda
Card Analytics
RBS
Jeff Gunderson
CEO
Executive Connections
Bob Reilley
Senior Vice President, Chief Marketing Officer
Aon Integramark
3:45 PM - 4:15 PM
Afternoon Networking and Refreshment Break
TRACK A: Part 2: Segmentation
4:15 PM - 5:00 PM
How to adapt and deliver a true 'in-culture' Hispanic customer experience
Financial services companies must address a key question if they want to capture the Hispanic segment: how to adapt and deliver a true 'in-culture' Hispanic customer experience. This implies finding out what are the most distinctive attributes of the Hispanic customer experience vs that of mainstream customers, what are the most sensitive 'moments of truth' in serving Hispanics, how to prioritize the Hispanic segment and not appear unfair to other ethnic groups, and how to address legal/compliance limitations in delivering a distinctive experience
Juan Uro
Associate Principal
McKinsey & Co.
Raul Lomeli
Diverse Growth Segments
Wells Fargo
Ana Grace
Spanish Site Manager
Best Buy
5:00 PM - 5:45 PM
Aligning Customers with the Right Service Channel
How can financial institutions balance quality customer service and the expense of their service model? Learn how Bank of America used financial assets data from IXI Corporation to segment customers on assets and potential opportunity, identify the "needles in the haystack", shift service channels for mass affluent households, and increase revenue by 300% for this segment alone.
Allen Thompson
EVP of Global Wealth and Investment Management
Bank of America
Lee Russo
SVP, Banking and Credit Practice
IXI Corporation
TRACK B: Part 2: Emerging Issues
4:15 PM - 5:00 PM
Banking on Green: Tactics for Banks to Tap into the Growing Market for Environmental - Financial Services
A significant proportion of the online population has the attitudes of "green financial services consumers," who would buy more products and seek a deeper relationship with a financial institution committed to protecting the environment, according to JupiterResearch survey data. This panel considers the characteristics and attitudes of these green financial customers, considers how green consumers differ from other financial services consumers, and reviews how financial institutions are successfully leveraging the green movement to attract this consumer base.
Ed Kountz
Jupiter Research
Nicole Rousseau
VP, Retail Marketing
HSBC
Nicole Singh
Associate Director
Environmental Bankers Association
Alex Romeo
Risk Analysis Director
Electronic Payments Network/ The Clearing House Payments Company
5:00 PM - 5:45 PM
Meeting the Larger Responsibility: Web Engagement for Financial Services
Web engagement for financial services companies is considerably different than for many other businesses. It's not just about driving the sale: it's about building and maintaining a long-term relationship. For many consumers, the website is the primary interface with their financial services provider. Accordingly, it is in financial providers' best interest to make their online experience one that customers will want to return to again and again. At the end of the day, those companies that best meet their larger responsibilities - to educate, to inform, and to provide the simplest and best solutions - are the ones that will win the lion's share of the business. Come hear how successful financial providers are engaging their customers - and the plans they're making for the future.
Michael Saxon
Senior Vice President, Brand & Communications
TNS
Dreama Briley
Head of E-Marketing
ING Retail Annuity Business Group
Sean Belka
Head of Online Strategy, Personal and Workplace Investing group.
Fidelity
TRACK C: Part 2: Marketing
4:15 PM - 5:00 PM
The Translation of Brand at Retail and the Measurement of its Success
Learn how a leading retailer, MetroPCS, takes on the same challenges facing retail banks today:
- Long wait times at peak hours
- Balancing corporate sales goals with customer service demands
- Enhancing the customer perspective of the brand
Craig Thompson
Vice President, Financial Services
Miller Zell, Inc.
Jamie Chatterton
Director of Merchandising
MetroPCS
5:00 PM - 5:45 PM
Reaching the Underbanked Market: Segmentation & Action
The nation's first in-depth segmentation of underbanked consumers will be discussed by the Research Director for The Center for Financial Services Innovation and two members of its Innovators Roundtable. Josh Turnbull, Strategic Research & Development for Fidelity National Information Services, and Alexander A. Liu, Vice President, Global Prepaid Product Development for MasterCard Worldwide will join CFSI's Michael Hermann explore the study's key marketing learning's, their current underbanked marketing strategies, and ways companies can use this new segmentation information to improve their own marketing programs.
Moderator:
Michael Herrmann
Research Director
CFSI
Panelists:
Alexander A. Liu
Vice President, Global Prepaid Product Development
MasterCard Worldwide
Josh Turnbull
Strategic Research & Development
Fidelity National Information Services
5:45 PM - 7:00 PM
Conference Concludes for the Day Followed by a Reception
7:00 PM - 9:45 PM
Invitation Only
Disney party at Epcot
Tuesday, October 21, 2008
7:30 AM - 8:00 AM
Continental Breakfast
8:00 AM
Chairman's Recap of Day One
8:15 AM
Why Business As Usual May Cost You Everything: Developing a Customer Centric Approach to Drive Winning Value Propositions
Steve Liguori, CMO for GE Money Americas and customer centric transformation expert gives an overview of how GE Money transformed its consumer financial services business from a product driven to a customer focused culture. The key is a four step end to end process which takes customer intelligence and creates customized value propositions that have lead to significant performance improvement. Steve will discuss the process and why a customer focused culture is so critical to success in this keynote address.
Stephen Liguori
Chief Marketing Officer
GE Money
9:00 AM - 9:45 AM
Keynote Address
People to People Lending: Avoiding the Middleman
As the economy continues to decline, many people are discovering P2P lending for the first time. It has been in existence for thousands of years, and many civilizations were built as a result of these loans. This type of lending is now more relevant than ever, thanks to the strong foundation that was laid thousands of years ago.
Catherine Muriel
Chief Marketing Officer
Prosper
9:45 AM - 10:15 AM
Morning Networking and Refreshment Break
Sponsored by
10:15 AM - 11:00 AM
Tailor Your Marketing Tactics to Maximize Branch Performance: The Power of Predictive Analytics
For decades banks having been mining CRM and using mountains of external data to understand their markets in order to maximize the sales performance of their branch networks. Learn how predictive analytics and benchmarking can be used to measure true potential and the opportunity that exists in your distribution network. Hear how Broadway Bank uses analytics to develop its strategic network plan, segment its client base, guide campaign activities and develop performance metrics.
Jerry Cherico
VP Marketing Research
Broadway Bank
Bill Simmons
Director of Financial Services Practice
Pitney Bowes MapInfo
11:15 AM - 12:00 PM
Roundtable Discussions
At the end of a successful event, attendees are filled with ideas, excitement and a desire to talk about the things they have learned. We wanted to incorporate a roundtable portion of the conference, to give you the networking and educational opportunity to discuss the issues most pressing to you, moderated by industry leaders. Join in the discussion and be part of the solution.
Facilitators:
Michael Saxon
Senior Vice President, Brand & Communications
TNS
Catherine Muriel
Chief Marketing Officer
Prosper
Bill Simmons
Director of Financial Services Practice
Pitney Bowes MapInfo
Will Spivey
Managing Partner
Trone, Inc
Tony Branda
Card Analytics
RBS
Ryan Nichols
Partner
Exend Consulting
Jeff Gunderson
CEO
Executive Connections
Nicole Rousseau
VP, Retail Marketing
HSBC
Deb Wall
Marketing Executive
GE Money
Arjun Sen
President
Zen Mango
Topics To Date: