2nd Annual Loyalty Programmes China 2008 | Pre-conference Workshops
3 - 5 September 2008, Pudong Shangri-La, Shanghai

Pre-conference Workshops Workshop A: A systematic approach for planning your Loyalty Programme Led by: Gary Chu, Vice President, arvato services (China) Loyalty programmes are all about identifying and classifying your profitable customers, understanding what they want, and delivering it to them in order to show your loyalty towards them. The key to loyalty lies in gaining commitment from customers and involving them to the point where it is hard for them to walk away. In China, many loyalty programmes do not have a clear set of objectives and only generates short-term benefits. Mismanaged loyalty programmes can become a burden on the company and may even promote defection of the profitable customers. Workshop objectives Providing a systematic understanding of the concept of generating profit from customer loyalty Finding practical approaches to plan and manage your loyalty programmes effectively and efficiently Agenda Setting up shared goals in your company before you start up your loyalty programme Positioning your organization correctly in your company Assessing your points programme to figure out where to go next Understanding what evolutionary paths are available to you as you plan Examining the type of loyalty programme strategies to help you decide which combination will be best for your business Predicting the returns for the new evolved programme Integrating your loyalty programme with your company’s core business   About your workshop leader: Gary Chu is VP of arvato services China, the pioneering service provider of CRM and loyalty services in China. Since joining arvato in 2001, Gary has been managing many multi national clients in various industries ranging from FMCG, airlines, telecom to retail. His expertise in loyalty marketing and CRM has been instrumental in advising his clients to bring CRM from strategic concepts to tactical processes executable in large organizations. He brought arvato’s global practices to China at a time when CRM was more of a buzzword, and influenced the industry to its current stage, where it is widely recognized by corporate executives from many sectors. Prior to this, Gary was working for Nortel and other MNCs. He holds a bachelor’s degree from Tsinghua University.   Workshop B: Building B to B customer engagement and loyalty Developing powerful better customer experiences and loyalty The role of segmentation in creating tailored experiences for customers Building competitive advantage through consistency in sales processes Aligning sales and marketing teams to establish brand experiences and loyalty Relating customer experience to the bottom line: metrics and calculation of ROI Key tools helping to turn theory into reality Identifying and overcoming implementation challenges in program rollout   Contacts:

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