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Hottest information about 9th Annual Enhancing Customer Loyalty and Retention Summit

2019

FILIPPO CINELLI

Head of Customer Relationship Management
Generali

Questions For Filippo Cinelli

What are the keys steps a brand needs to make to integrate the needs of its customers into its loyalty strategy?

Continuous listening of feedback on the experience customers have had in order to improve it and make it always better. This is how we use NPS in Generali Global Corporate & Commercial with our corporate clients, as an opportunity to (literally) listen to their voices and discuss the survey.

What are some of the best practices for creation and management of B2B digital engagement strategy?

The ability to have a clear idea of what the client journey is, and be present in each moment. As Generali GC&C we’re committed with a content marketing project since in B2B transactions “75% people said the winning vendor’s content had a significant impact on their buying decisions and 70% reads 12 pieces of content on average during the decision making process”. Therefore, if we don’t produce contents to be shown during the client’s research phase, we risk not being in the consideration set.

How can you create and manage a loyalty strategy that distinguish you in the competitive market?

Loyalty is quite important for us since we have long lasting relationship with most of our clients. However, times are changing and we always work on improving the customer centricity approach. In particular, the portfolio segmentation is crucial in order to give differentiation on the level of service and price. The strength of working with big Corporations is that tailor-made products are already a given, so we can focus and work more on the level of service and relation.

CERAR YOUSIF

Head of Experience Marketing
Ericsson

Questions For Cerar Yousif

What are some of your best practices for creation and management of a loyalty strategy that distinguish you in the competitive markets?

Ericsson acts on a global arena and we see a need to have a local adaptation in order to be competitive. In one region, we have created a strong relationship with customers who graduate from the Ericsson MBA programme and then join the alumni community. You can find those people holding senior positions within customer organisation. Other examples on how to improve the partnership with a customer has been to have:

  • Facilitate user groups with the possibility to influence roadmap
  • Joint product development
  • Joint innovation labs
  • Early access to technology

What are some of the best practices for creation and management of digital engagement strategy?

Internally: Integrated tools and common processes between marketing and sales.
Externally: Segmentation of customers and relevant content in the right channels.

How to find the balance between technologies and humans in enhancing customer loyalty?

We live in the high-tech telecom industry where latest real-time tools including AI are used to create the best customer experience. However, in order to deepen relationship and build even stronger B2B partnerships we still rely mostly on F2F analogue activities.

Cerar lives to mix things. As a side chore he DJs private parties while during daytime he runs a network of Experience Centres with more than 30.000 annual visitors. Marketing runs in his DNA always with closeness to customers with experience spanning from training, events, Business Development and now Experience Centres. He has totally transformed the current operations to run it more business-oriented by mixing offline and online activities in real time. It is like a party; the music NEVER stops!

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