Sunday, November 12, 2006

B1 8:00 a.m. – 5:00 p.m. LOYALTY SUMMIT

Attracting & Creating Profitable Customers for Life … Driving Customer Retention, Loyalty & Advocacy

Welcome & Opening Remarks of Loyalty Summit Chairperson

Larry A. Crosby, Ph.D., CEO,
SYNOVATE LOYALTY

Strategic Research and Modeling to Set Your Priorities for Customer Loyalty

Steve Pekala, Director, Market Knowledge & Pricing, ANDERSEN WINDOWS

When Andersen faced significant changes in their industry, they knew they had to start with a new comprehensive, strategic understanding of their market. The foundation of these new insights came from Andersen's customer loyalty research.

KEY TAKEAWAYS
•Determining the rational and emotional motivations of customer loyalty behaviors through causal modeling
•Pinpointing the customer experience touchpoints that are key drivers of customer loyalty
•Prioritizing initiatives to build customer loyalty

Analyzing Survey Data to Determine Loyalty Indicators

John Pelligrino, Ph.D., Director, Customer Satisfaction Measurement,
MEADWESTVACO

Throughout its history, the forest products industry has employed a manufacturing driven approach to its markets. However, MeadWestvaco has found that an in-depth understanding of the market from a customer perspective can lead to a significant competitive advantage.

KEY TAKEAWAYS
•Developing a customer satisfaction measurement process that yields meaningful results, not just numbers
•Comparing satisfaction and loyalty measures to predict future business performance
•What is really driving customer loyalty?

Experience Monitoring: Listening to Your Customers & Making Changes

Geoff Pohanka, Dealer Principle, POHANKA AUTO GROUP

Despite the evidence that follow-up is a proven driver of customer satisfaction and subsequent loyalty, follow-up performance across automobile dealers tends to be sporadic and inconsistent at best. Pohanka Auto Group wanted to help its dealerships by offering a responsive and efficient means of gathering immediate customer feedback on an experience in order to build stronger customer relationships and recover quickly from any problems. In this presentation, learn how Pohanka Auto Group stays on top of what their customers are experiencing by:
•Listening to audio files with the actual recorded voice of their customer explaining the details of their positive or negative experience at the dealership that day.
•Receiving immediate e-mail alerts on customer problems, explaining the problem and providing follow-up instructions.
•Using comparative data for tracking and benchmarking dealer operations

Open Forum: Q&A

Bring your questions for the panelists

Networking Break

Building Loyalty is a Team Effort: Breaking Down Functional Silos

Jeff Davidoff, Vice President, Brand Marketing & Communications, WHIRLPOOL

One of the reasons why customer loyalty strategies fail is the existence in many firms of organizational barriers. The traditional functional organization model is aligned according to activities – marketing, operations, finance, HR, R&D – and many times they never talk to one another! When Whirlpool launched a new strategy to build loyalty to their brands, they knew that breaking down these barriers would be a key success factor.

KEY TAKEAWAYS:
•Driving customer loyalty into functional planning
•Managing a loyalty pipeline of innovation ideas
•Communicating, communicating, communicating

Engaging Your Customers One Touchpoint at a Time to Drive Loyalty

Roy Barnes, Senior Vice President, Customer Strategy,
MARRIOTT VACATION CLUB INTERNATIONAL

Lisa Goodmaster, Vice President, Customer Development,
MARRIOTT VACATION CLUB INTERNATIONAL

Looking for an engaging and hands-on exploration of Customer Touchpoint Management? This session led by Marriott Vacation Club International – one of the highest rated speaking companies from NACCM 2005 – will walk you through a step-bystep approach for hardwiring your organization from the customer's perspective to increase customer loyalty.

KEY TAKEAWAYS
•Associate engagement equals customer engagement
•Establishing AND maintaining senior-level customer focus
•Lessons learned from the front lines of engagement

Performance Measurement Systems: Metrics to Link Your Frontline to Your Corporate Loyalty Goals

Bud Taylor, SYNOVATE LOYALTY (on behalf of Microsoft)

Most organizations struggle with linking customer loyalty information to daily decisionmaking. A practical and accurate dashboard puts customer loyalty in front of your people and assists in changing behaviors.

KEY TAKEAWAYS
•Determining which dashboard metrics to pay attention to
•Demonstrating the cause and effect relationship between the metrics and customer key driver attitudes
•Getting the organization to buy into using the customer loyalty dashboard

FEATURE
Pulling it All Together: Getting Results through Loyalty-Based Leadership & Strategy

Diana Bell, Senior Vice President, Total Customer Experience & Corporate Affairs, HEWLETT-PACKARD

Customer loyalty is a top priority for CEOs and senior executives around the world. Turning customer loyalty from a challenge to an organizational competency requires solid strategy, leadership and the information, tools and processes to guide, monitor and refine decision-making. Hewlett-Packard has pulled it all together to drive an organization committed to providing a total customer experience that builds loyalty.

KEY TAKEAWAYS
•Integrating customer loyalty into their business strategy, structure and culture
•Getting top managers committed by developing a strong business case for customer loyalty
•Equipping their leaders and teams to succeed
•Inspiring the organization to follow the vision

Lunch & Presentation by Perseus

For more information about this session please visit www.ecsw.com/naccm

Malcolm Gladwell, Best-selling Author of "Blink" and "The Tipping Point"

In a fast-changing world, understanding what customers will go for next has never been more important … or more difficult. Some of the greatest product or service flops in recent times have resulted from listening to customer preferences. Shedding light on this crucial concept is best-selling author Malcolm Gladwell who has been studying major consumer trends for years. He has analyzed what it is that drives customer preferences and will help you delve beneath what customers say they want to really understand what is going on in their minds when they make decisions.

PANEL DISCUSSION
Becoming a Company Known for Service: Candid Discussion with the Winners of the 2006 Fast Company "Customers First Awards"

Moderator: David Lidsky, Senior Editor, FAST COMPANY

Panelists: Wolfgang Hunter, CEO of the Americas, MANDARIN ORIENTAL HOTEL

Bryan Johnson, Vice President, Global Marketing, BURTON SNOWBOARDS

Steve Yacker, Vice President, Merchandising & Operations, BEST CELLARS

Winston Wright, Marketing Executive, NOKIA EXPERIENCE CENTERS

Conclusion of THE SUMMITS