HPMC12: Plenary introduction

High Performance Marketing

Conference 2012


Conference 2012


Conference 2012


Conference 2012

Welcome


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Some practical notes

#HPMC12

• Ask your questions and share your thoughts during the day and use #HPMC12 on Twitter.

• Instead of waiting till the end of every presentation, tweet your questions as soon as they

occur.

• At the end of every plenary presentation, time will be taken to answer questions from the

audience; also the questions asked via Twitter.

• Follow @AccentureNL for last minute changes and interesting Tweetbites.

• Follow the conference online. Search for #HPMC12 at www.twitter.com and watch the

Twitter fountain on the main screens.

• Please set your mobile device to silent mode

• The presentations and photo & video registration of the day will be available on

www.accenture.nl/hpmc post-event.

• There are several breaks today:

11:00 – 11:15

12:00 – 13:00

14:30 – 14:45

17:15 – 18:15

http://www.twitter.com/

http://www.accenture.nl/hpmc


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all 4

3 of 4 … of CMOs say that Marketing will undergo a fundamental

transformation in the next 5 years, for most driven by the ‘digital

shift’

A majority of marketers recognize the importance of the fusion of

Analytics, Innovation, Engagement and Operations at scale…

* Avg. performance decreased from 54 to 49,8; performance gap defined as (Capability importance – Capability performance)

Source: Accenture Marketing Executive Survey, 2011

- 8% … but admit a decreased performance, stated across these

marketing capability and the performance gap widened over one

year*

What CMO’s are telling us

4


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Source: Findings from the 2011 Global Consumer Research, 2010 Differentiated Service Experience Survey

…consumers have switched providers over the last year in at least one of their industries due to poor customer service

…of consumers have higher customer service experience expectations than 1 year ago

2 of 3

…of consumers appreciate a company that allows them to customize products and services based on their personal preferences

What consumers are telling us

44%

5

82%


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No middle ground for today’s CSO’s

43%

up to

51%

23%

20%

… of CSOs believe they need to improve their ability to consistently hire sales reps who succeed at selling

…of sales people bring in 60% of the revenue for their firm, while…

…of sales reps are not making quota

…of sales people are leaving organizations each year – it is a recurring revenue drain

6


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Being a multichannel company means establishing relevant, coordinated and effective

interactions with your customers in all channels


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Program of today - Morning

Opening of

the Day 9:15 - 09:30 Harald Timmer - Accenture CRM SL

SAS

Plenary

Hall

Plenary

sessions

09:30 -10:15

Mr. Andreas West - Celcom

Using Analytics for Excellent Customer Lifecycle Management

SAS

Plenary

Hall

10:15 -11:00

Mr. Roy Scheerder - KLM Netherlands

KLM Customer Care before and after the ash cloud: From negative to positive customer

impact

SAS

Plenary

Hall

11:00 - 11:15 Break

Break-Out

sessions

11:15 - 12:00

Mr. Jarno Zange - ABN AMRO

Examining Multi-Channel transformation

and the Boost of Mobile

Avanade

Room

(no.11)

Mr. Bart Lacroix – 1%CLUB

Open Source Marketing

Oracle

Room

(no. 2-4)

12:00 - 13:00 Lunch

Roundtable Lunch sessions


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Program of today - Afternoon

Plenary

sessions

13:00 - 13:45

Mr. James Henderson - Aviva UK Life & Mr. Neil Miller - Accenture MC

Building competitive differentiation: the power of analytics in driving value in a life and

pensions customer base

SAS

Plenary

Hall

13:45 – 14:30

Mrs. Mirjam de Groot – Canon & Mr. Simon Soothill - Accenture

From product selling to solution selling - Creating customer value at Canon Consultancy

Services

SAS

Plenary

Hall

14:30 - 14:45 Break

Break-Out

sessions

14:45 – 15:30

Mr. Ruben Overkemping - Avanade

Mr. John Gravely - ClickDimensions

Use best-of-breed technology to transform

your Marketing organization into an

empowered multi-channel marketing engine

Avanade

Room

(no.11)

ING

Mrs. Lieke Luttmer - ING

Building the ‘mobile’ bank

Oracle

Room

(no. 2-4)

15:35 – 16:20

Mr. Indermeet Sial - Accenture GTIN

Distributed Consulting and Helping Clients

Optimize Sales Channels

Avanade

Room

(no.11)

Mr. Marc Dirks - Oracle

Learn how Oracle's CX platform can

be used to create an unparalleled

competitive advantage

Oracle

Room

(no. 2-4)

Plenary

sessions

16:25 – 17:10 Mrs. Mieke De Ketelaere - SAS

Trusted Customer Interactions in a Fragmented World: A practical approach at Walt Disney

SAS

Plenary

Hall

17:15– 18:15 Networking Event


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Mr. Andreas West

Speaker Company Background

Andreas West is Senior Vice President of Customer

Management, a member of the Senior Management

Team and in this function responsible for all below-the-

line communication to Celcom's 12+ million retail and

enterprise customer base.

He is also responsible for the Customer Lifecycle

Management and Pricing Strategy Center of Excellence

of the Axiata group.

09:30 – 10:15 Presentation Topic

Using Analytics for Excellent Customer Lifecycle Management

http://www.celcom.com.my/index.html


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Mr. Roy Scheerder



Roy Scheerder is Vice President Marketing at KLM

Netherlands and responsible for the KLM brand in the

Netherlands, the pricing policy, customer care, and

marketing programs such as “Flying Blue”.

Roy’s inspiration are trends in the society, that affect

today’s consumers. Roy has been working for KLM since

1999.

KLM Customer Care before and after the ash cloud: From negative to positive customer impact


Conference 2012


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Break-Out Session 1

Break-Out

sessions

11:15 - 12:00

Mr. Jarno Zange

ABN AMRO

Examining Multi-Channel

transformation and the Boost

of Mobile

Avanade

Room

(no.11)

Mr. Bart Lacroix

1%CLUB

Open Source

Marketing

Oracle

Room

(no. 2-4)


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Building competitive differentiation: the power of analytics in driving value in a life and pensions

customer base

Mr. James Henderson and Mr. Neil Miller


James’ current role as Head of Customer Management

is a new role aimed at maximizing the value from Aviva’s

existing customer base. James led a 12 month program

through 2010 to understand from a data, analytics and

campaign perspective how this could be achieved in the

most cost-effective way. His current role has been to

build cross-functional capability to scale these activities.

Neil Miller is the Accenture Analytics Lead for UK and

Ireland. Accenture Analytics is a new Global Markets

organization that is focused on helping our clients

compete in their markets with the pervasive use of

analytics to drive decisions and actions across their

businesses.


Speaker


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Mrs. Mirjam de Groot and Mr. Simon Soothill


Mirjam de Groot is Consultancy Services Manager

Netherlands at Canon and has obtained broad sales,

management and coaching experience. She worked

closely with customer teams on executive board level

and has over 16 years of sales & consultancy

experience in the Consultancy and IT sector.

Simon Soothill, Global Category Director Marketing at

Accenture, joined Accenture in June 2007 and he

brought a blend of 9 years blue chip Brand Management

experience with Kraft and Diageo. Currently, Simon

leads a team of sourcing and category management

professionals with over USD1bn spend in scope.

Speaker

From product selling to solution selling - Creating customer value at Canon Consultancy Services


http://www.canon.nl/

Break-Out

sessions 14:45 – 15:30

Mr. Ruben Overkemping

Avanade &

Mr. John Gravely

ClickDimensions

Use best-of-breed

technology to transform

your Marketing organization

into an empowered multi-

channel marketing engine

Avanade

Room

(no.11)

Mrs. Lieke Luttmer

ING

Building the ‘mobile’

bank

Oracle

Room

(no. 2-4)


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Break-Out Session 2


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Break-Out Session 3

Break-Out

sessions 15:35 – 16:20

Mr. Indermeet Sial

Accenture GTIN

Distributed Consulting and

Helping Clients Optimize Sales

Channels

Avanade

Room

(no.11)

Mr. Marc Dirks

Oracle

Learn how Oracle's CX

platform can be used

to create an

unparalleled

competitive advantage

Oracle

Room

(no. 2-4)


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Mrs. Mieke de Ketelaere



Mieke De Ketelaere is Customer Intelligence Lead at

SAS for the South West Europe region. She has worked

for several multinationals on all aspects of customer

relations including transactional CRM, advanced

analytical customer insight and interactive marketing.

She is specialized in helping customers in defining the

steps to take in order to achieve a higher form of

maturity in customer experience and customer intimacy.

Trusted Consumer Interactions in a fragmented world: a practical approach at Walt Disney

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HPMC12: Plenary introduction