Boost Your Cross-Sell Success With Great Customer Experiences |
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June 9-10, 2005 New York, N.Y.
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JUNE 9 |
7:30-9:00 a.m.
Event Registration/Technology Showcase/Continental Breakfast
9:00-9:20 a.m.
Welcome And Setting The Stage
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Bill Doyle |
9:20-10:00 a.m.
The Stories Loyal Customers Tell
Although a majority of financial services consumers say that price is more important to them than brand, even more consumers say that when they find a brand they like, they stick to it. How can this be? What drives consumers to be loyal and do more business with one firm? What are the stories they tell themselves about the firm — stories that come from their sales and service experiences with the firm? The common thread across these positive experiences is customer advocacy — customers' perception that their financial provider acted in their best interest and not just for the firm's bottom line. But as online financial activity among consumers continues to increase, the importance of cross-channel experiences — and the ability of financial firms to demonstrate advocacy online — grows as a driver of cross-sell success.
Key questions this session will answer:
- What are the barriers to cross-sell success?
- Why are cross-channel experiences so important?
- How does customer advocacy drive loyalty?
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Ron Shevlin |
10:00-10:40 a.m.
Selling To The Newly Empowered Consumer
Key questions this session will answer include:
- What are the secrets to effective online selling?
- Which cross-sell strategies work? Which ones don't?
- How has demonstrating customer advocacy increased sales at E-LOAN?
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Chris Larsen |
10:40-11:15 a.m.
Morning Networking Break In The Technology Showcase
11:15 a.m.-12:15 p.m.
Direct Brokerage: The Next 30 Years
May 1, 2005, marked the 30th anniversary of the deregulation of brokerage commissions. In this panel discussion, the chief
marketing officers of three leading discount brokerages look out over the next 30 years.
Key questions this session will answer:
- Is consolidation in the discount brokerage industry inevitable? Which firms will be left standing?
- How are financial services consumers changing?
- How are technology and regulation likely to change the market?
- Will new technologies ever surpass the person-to-person experience?
- Can brokerages succeed in banking?
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Bill Doyle |
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Anne L. Nelson |
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Nicholas A. Utton |
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Janet Hawkins |
12:15-12:55 p.m.
Platinum Sponsor Keynote
Bridget van Kralingen is the global and Americas leader for financial services for IBM's Business Consulting Services group. She oversees IBM's $3 billion practice, consisting of business and technology advisory work, systems integration, application development, and business process outsourcing. In her role, Ms. van Kralingen is responsible for the market development, sales, engagement delivery, and overall execution of this sector on a worldwide basis. She has served a number of financial services clients, including JPMorgan Chase, Credit Suisse First Boston, and Morgan Stanley. Ms. van Kralingen continues to advise senior leadership clients on business transformation and change management issues. She also serves on BCS' global business management council.
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Bridget van Kralingen |
12:55-2:15 p.m.
Lunch And Dessert In The Technology Showcase
2:15-3:45 p.m.
Track Session A: Designing Online Experiences That Meet Business Goals
2:15-3:00 p.m.
Creating Better Web And Email Experiences
Moira Dorsey, Senior Analyst, Forrester Research
Only 26% of financial services firms say that email interactions meet the needs of their customers — and the feedback is even more dismal when it comes to the Web. At the same time, firms point to improved usability as the No. 1 tactic for improving the use of online channels. This session will look at best practices for improving the usability of Web and email interactions.
3:00-3:45 p.m.
Panel Discussion: Online Design That Promotes Cross-Selling
Moderated by Brad Strothkamp, Consulting Analyst, Forrester Research
Eskander Matta, Senior Vice President, Online Sales Platform, Internet Services Group, Wells Fargo
Paul Halpern, Vice President, Bank Marketing, E*TRADE FINANCIAL
In a recent survey, 80% of financial services firms said that they expect a significant increase in the volume of online customer interactions. To gain the most from these touchpoints, firms should make it easy for customers to buy more of their products. This session will provide best practices for designing online experiences that improve cross-selling results.
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Brad Strothkamp |
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Moira Dorsey |
2:15-3:45 p.m.
Track Session B: Hot Topics In IT
2:15-3:00 p.m.
Panel Discussion: Online Fraud: Trends In Attacks And Defenses
Moderated by: Jonathan Penn, Principal Analyst, Forrester Research
Janet Chapman, Chief Privacy Officer, Charles Schwab
Amir Orad, Executive Vice President, Marketing, Cyota
Richard Parry, Director of Fraud Risk Management — Consumer, JPMorgan Chase
As computer attacks on consumers and companies mount, consumers are losing trust in the Internet as a channel for doing business. Security is playing an increasing role in consumer loyalty and profitability. Companies must respond by addressing security in ways that address consumers' concerns and appease their fears. This session will discuss the evolving threats used to commit online fraud and identity theft, and solutions for detecting, responding to, and even preventing such attacks.
3:00-3:45 p.m.
Enterprise Content Management Best Practices
Robert Markham, Principal Analyst, Forrester Research
Bill Belanger, Managing Principal — Business Process Services, Xerox
Thomas Pirro, Vice President and acting General Manager, Equifax CDC
Financial services firms have very specialized compliance needs and rely on an enormous array of information to serve customers. This session will provide insights into some of the leading-edge practices and technologies for managing content across the enterprise.
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Jonathan Penn |
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Robert Markham |
2:15-3:45 p.m.
Track Session C: Consumer Marketing In Financial Services
2:15-3:00 p.m.
Panel Discussion: Using Online Display Ads And Search Marketing To Drive Prospects To Your Site To Research And Buy Financial Products
Catherine Graeber, Vice President, Principal Analyst, Forrester Research
Richard Kosinski, Category Development Officer, Business and Finance, Yahoo!
Justin Merickel, Finance Category Manager, Overture, A Yahoo! Company
Imran Kahn, Director of Marketing — Search, Affiliates, & Online Media, E-LOAN
Increasingly, the Web is where consumers go to research their financial product purchases. In fact, 40% of credit card applicants in 2004 researched online before applying, a 15% increase over the prior year. What role do online display ads and search marketing play in driving prospects to financial Web sites to research and apply? In this session, we'll dig into consumer data on use of the online channel to research and apply for financial products. Yahoo! will share a joint study done with Harrisdirect on the impact online display advertising has on consumers' search behavior. You'll learn the basics of how sponsored search marketing really works and how consumers are using search to find the provider of their next financial product purchases. We'll end the session hearing E-LOAN's blueprint for success with online display ads and search marketing.
3:00-3:45 p.m.
Using Email Marketing To Create And Nurture Customer Relationships
Shar VanBoskirk, Consulting Analyst, Forrester Research
Kate O'Connor, Director, Email Products & Campaigns, eBusiness, Charles Schwab
Stephanie M. Walpert, Email Marketing Manager, American Express Financial Advisors
Imran Kahn, Director of Marketing — Search, Affiliates, & Online Media, E-LOAN
This session will identify best practices in financial services email marketing. Attendees will have the chance to learn how best-in-class financial services emailers create relevant email messages, integrate email into their other marketing programs, and leverage email to return immediate results and build customer relationships.
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Catherine Graeber |
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Shar VanBoskirk |
3:45-4:00 p.m.
Afternoon Networking Break In The Technology Showcase
4:00-4:40 p.m.
The Cross-Sell Imperative
Key questions this session will answer:
- Which cross-sell or upsell strategies work? Which ones don't?
- What is different about selling financial services online?
- How do you measure cross-channel success?
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Martin J.G. Glynn |
4:40-5:20 p.m.
CIOs — Agents Of Business Change
Regulatory issues, budget pressures, and the improved business skills of CIOs have combined to position CIOs as change leaders of the enterprise. To exploit this window of opportunity, CIOs need to extend strategic groups such as relationship management, architecture, planning, and vendor management — at the same time upgrading
their business skills, prioritizing ruthlessly, and using technology to enable business change.
Key questions this session will answer:
- How is the environment for IT changing in financial services firms?
- What are the key skills, stuctures, and processes that are required for leadership in enterprise?
- What steps should CIOs take to be an agent of change?
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Marc Cecere |
5:20-5:30 p.m.
Day One Closing Remarks
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Bill Doyle |
5:30-6:30 p.m.
Technology Showcase Reception
7:00-9:00 p.m.
Rock Center Cafe And Summer Gardens At Rockefeller Plaza
Sponsored by MSN Financial Services
MSN Financial Services and Forrester would like to invite all attendees, speakers, and exhibitors to join us Thursday evening at an offsite networking event at The Rock Center Cafe and Summer Gardens at historic Rockefeller Plaza. Enjoy dinner, drinks and an opportunity to network with your colleagues. Opportunities to win some great new prizes including Portable Media Center PCs, Web Cameras and more. We look forward to seeing you there.
| JUNE 10 |
7:30-8:30 a.m.
Technology Showcase/Continental Breakfast
8:30-8:45 a.m.
Day Two Introduction
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Bill Doyle |
8:45-9:25 a.m.
The Cross-Channel Customer Dialogue
Key questions this session will answer:
- How do you create a synchronized cross-channel experience?
- How do you motivate customers to use lower-cost channels without damaging relationships?
- How do you get more customers to do more business with you?
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Cecelia Sutton |
9:25-10:00 a.m.
The Secret To Customer Experience Success
- What is the current state of customer experience?
- How can firms consistently deliver great experiences?
- What are the organizational and process best practices?
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Bruce D. Temkin |
10:00-10:30 a.m.
Morning Networking Break In The Technology Showcase
10:30-11:00 a.m.
Guest Executive Forum: ATG
Cross-Sell To Success With Multichannel eMarketing
All too often today, e-marketing consists of little more than an email blast with a link to a Web page. Other than that simple link, email and the Web are isolated from each other, from other customer touchpoints, and from other marketing activities happening at the same time. How can financial services companies succeed with e-marketing efforts amid these business, technical, and legislative realities? Financial services firms need to conduct much more targeted, personally relevant campaigns that present a consistent image across all e-channels and surround the target audience with their message no matter the touchpoint.
Key questions this session will answer:
- How do you present a sustained and consistent brand and message to your audience over time, and through all touchpoints?
- How can you synchronize and integrate Web and email to enhance the overall customer experience?
- How can you use inbound information to add value to outbound communications and "earn the right" to market to an individual?
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Brian Walter |
10:30-11:00 a.m.
Guest Executive Forum: Modem Media
Are You A Brand Or A Transaction? A Multichannel Approach To Financial Services Marketing And Brand-Building
Why does a can of soda or a pair of jeans engender fierce loyalty while financial brands playing key roles in critical life decisions are treated like commodities — or worse — transactions? What can financial services brands learn from consumer products to help keep the customers they have, to cross-sell additional products, and, most importantly, to cultivate a relationship with a customer in which he or she feels there is a legitimate and tangible value exchange? Drawing from her experience with some of the world's best-known brands, Modem Media's Jo-Ann Abbate will demonstrate how a holistic, multichannel marketing approach to customers is the means by which financial services companies can be more than transactions, but real brands. Come learn how your brand can earn the same kind of loyalty as that ubiquitous bottle of pop.
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Jo-Ann Abbate |
10:30-11:00 a.m.
Guest Executive Forum: iGATE Global Solutions
Customer Experience Maturity Model: Why And How My Customer Experience Is Better Than Yours
What is a great customer experience? How do you define a great customer experience? How do you benchmark the customer experience that your organization provides with that of your competitors in the industry? How do you "measure" customer experience? Are factors like loyalty, repeat business, and cross-selling the right indicators to define a successful customer experience strategy? Do you have the right data and the operational excellence to accurately define and improve your customer experience? iGATE's "customer experience maturity model" provides you with an ideal framework to define, measure, and continuously improve your organization's relationship with your customers.
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Alex George |
11:15 a.m.-12:45 p.m.
Track Session A: Hot Topics In IT
11:15-12:00 p.m.
Rethinking Customer Security And Strong Authentication
Jonathan Penn, Principal Analyst, Forrester Research
The rise in online fraud and identity theft is eroding consumers' trust in the Internet as a channel for business. Old assumptions made to strike a balance between security and convenience need to be revisited. This must start with a look at how Web sites authenticate customers. Some organizations — especially financial institutions mdash; are evaluating strong authentication solutions to protect customers' accounts. This session will discuss the criteria to use when considering consumer strong authentication solutions, how the leading solutions compare, and what the major challenges are.
12:00-12:45 p.m.
Best Practices For Gaining Alignment
Bobby Cameron, Vice President and Principal, Forrester Research
In recent research, more than half of the financial services firms we interviewed told us that getting alignment across the organization was a significant obstacle to improving the experiences that they deliver to customers. This session will discuss practical approaches that IT execs can use to overcome disconnects between IT and other parts of the organization.
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Jonathan Penn |
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Bobby Cameron |
11:15 a.m.-12:45 p.m.
Track Session B: Consumer Marketing In Financial Services
11:15-12:45 p.m.
Who Has Deep Relationships With Their Banks?
Robert Rubin, Vice President, Forrester Research
Jane Crossan, Vice President, Financial Services, Claritas
Paul Rapino, National Director of Financial Services, Microsoft's MSN Advertising Sales, MSN
Carrie Merritt, Director of Financial Research, Mintel International
According to Forrester's Ultimate Consumer Panel™, a comprehensive view of more than 6,000 US households' financial lives, just 38% of consumers have a relationship with their primary bank beyond a checking and/or savings account. This session will uncover the behaviors, demographics, and attitudes of consumers with multi-account relationships, as well as help banks pinpoint ways to identify and reach these profitable consumers within their own customer base or by stealing them away from sleepy competitors.
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Robert Rubin |
12:45-2:00 p.m.
Lunch And Dessert In The Technology Showcase
Forrester Events Contact Information
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Email: events@forrester.com