Harnessing The Drivers Of Consumer Loyalty |
|
November 22-23, 2004
London
|
Overview
To most firms, "consumer loyalty" translates into "retention." Ten years ago, that was the right approach. But today, as traditional forms of advertising fail to resonate with consumers and they actively research the Web for alternative brands ¿ mostly to save money ¿ a strategy that only focuses on churn reduction and repeat purchases will undermine company growth. As product life cycles shorten to satisfy the restless consumer, firms should revamp their thinking about consumer loyalty. Successful loyalty strategies focus on: developing an emotional connection with well-targeted consumers; delighting customers with great pre-sales customer experience, not just post-sale; and, eventually, on turning influential customers into brand advocates, who express their delight by promoting your brand to their peers.
How can firms achieve this? At this Forrester Consumer Forum, you will hear from leading consumer brands in media, consumer goods, telecom, and retail about what they have done to harness the drivers of consumer loyalty ¿ and drive growth and profits. They will show which elements are key: a combination of data-driven consumer targeting and measuring the costs and returns of loyalty investments; a strategic focus on lifetime value; and client service dedication in execution. Forrester analysts will offer the latest consumer trends insights, a comprehensive methodology, and a set of concrete actions that all consumer-facing firms should take to successfully use loyalty to drive profitable growth.
The following industry experts will join Forrester analysts to share their insights and best practices:
- Dee Dutta, Corporate VP, Head of Marketing, Sony Ericsson Mobile Communications
- Jon Florsheim, Managing Director ¿ Sales, Marketing & Interactive, BSkyB
- Dominic Weir, Director Content, and Paul Doeman, Internet Marketing Manager, Richemont
- Kelly Odell, Senior VP, Group Marketing, TeliaSonera
- Janette Bell, Director of Strategy & Customer Proposition, British Gas
- Mike Ashton, Senior VP Marketing, Hilton International
- Yoel Kenan, Senior VP International Marketing, BMG
- Sinead Finn, Head of Marketing & Sales, Ryanair
- Michael Dwyer, Founder & CEO, Pigsback.com
- Eoin Townsend, Director Product Management - EMEA, DoubleClick
Agenda & Forum Information PDF
View the full Agenda PDF or Forum Information PDF for more details.
Dee Dutta
Corporate Vice President, Head of Marketing
Sony Ericsson Mobile Communications |
|
|
Jon Florsheim
Managing Director - Sales, Marketing & Interactive
British Sky Broadcasting |
|
|
|
|
