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Experience
Exclusive insights from:
Andrew Williams
Director Customer Experience Strategy
Management
Orange FT Group
Steffen Weihrauch
Head of Customer Experience Management
for Mobile Services & Service Management
in Telecoms
for IPTV
Deutsche Telekom
Pavel Milec
Director Customer Experience
Learn how to develop and implement a customer- Telefónica O2 Slovakia
centric CEM strategy, effectively measure the Olivier Crucq
customer experience and combat churn Director of Customer Experience
Belgacom
26th - 29th September 2011 I Ramada Resort Aquaworld Budapest Tatjana Manojlovic
Director Customer Care & Front Line Support
Gain insight into issues including: Telenor Serbia
Michael Havas
Establishing how to develop, implement and leverage an ‘end-to-end’
Group Director Customer Service & Online
customer experience management strategy across each touchpoint
in the business Telekom Austria Group
Examining how to optimise employee engagement and build a
customer-centric culture Plus, hear from leading customer
Identifying the most effective measurement metrics to use to enhance experience author:
your CeM strategy
Colin Shaw
Developing and implementing an effective multichannel approach to
Founder
optimise the in-service experience and minimise churn
Beyond Philosophy
Harnessing the power of social media to communicate with your
customer base
“These events provide great
Additional learning opportunities: pieces of the customer experience
puzzle. I am a big fan of the
Pre-Conference Workshops “Copy with Pride” motto - you
Monday 26th September 2011 always take home something
• establishing how to successfully measure the customer experience new to implement and test!”
and understand the true drivers of customer satisfaction Filipa Sá Carneiro, Customer experience
• identifying ‘best in class’ CeM strategies to optimise business Manager, Optimus
performance and drive business growth
“The event will be a great
Post-Conference Workshop opportunity for direct insight
into different strategies
Thursday 29th September 2011 implemented across the
• Improving the customer experience through accelerated agent telecoms industry.”
engagement – establishing how to increase business productivity in Tatjana Manojlovic, Director of Customer
the first three months of deployment Care & Front Line Support, Telenor Serbia
Sponsors:
Register now at www.customerexperienceevent.com

2. Dear CEM Expert,
Top 5 reasons
is customer experience at the top of your agenda? is your organisation fully
engaged behind it? to attend:
In today’s saturated market, one of the biggest challenges facing you and your fellow
operators is securing organisational buy-in. Without it, your customer experience • Be part of the only
management strategy won’t get off the ground but, with it, you could be one step telecoms specific CeM
closer towards that fundamental differentiator that will help you to combat customer event in the market
churn and secure your competitive advantage.
If you want to tackle this challenge, secure your place at Telecoms IQ’s Customer • Hear how fellow customer
Experience Management in Telecoms event. Building on the success of the first CEM in experience experts are
Telecoms, this is a prime opportunity to find out how fellow CEM experts are optimising
the customer experience they provide, identifying their customers’ pain points and
transforming their CeM
differentiating their offering. strategies to combat
Benefit from key case studies including: customer churn
• Learning from Telefónica O₂ Slovakia’s experiences of developing and
implementing a customer-centric culture within the business • Challenge your thinking
• Understanding how Telenor Serbia have implemented a multichannel on how to effectively
approach within their organisation to optimise the customer experience measure the customer
and combat churn
experience
• Establishing how Vodafone italy have developed and implemented a
dedicated social media strategy to engage with their customer base
• Examining how Deutsche Telekom have successfully applied a
• Learn how to transform
customer-centric service management strategy to boost customer satisfaction your customer
• Determining how giffgaff are leveraging their user community to optimise experience
the customer experience they provide measurements into
Plus, make sure you take advantage of the additional learning opportunities at the actionable and tangible
pre- and post- conference workshops, including establishing how to successfully
measure the customer experience and understanding the true drivers of customer
strategies
satisfaction.
• Share insights, brainstorm
If you have any questions about the conference agenda, would like to speak or sit
on a panel or contribute a whitepaper or podcast, then get in touch at new ideas and participate
telecoms@iqpc.co.uk in interactive panel
I look forward to seeing you in September! SAVE UP discussions focusing
TO €300 on how to truly transform
Book & pay by
16 September your customer
2011 experience offering
Kate Gray
P.S. Visit the download centre for your free customer experience reports,
articles and podcasts! www.customerexperienceevent.com
Pre-Conference Workshops – Monday 26th September 2011
registration will begin at 09.30.
The workshops will take place between 10.00 and 16.00 with appropriate breaks for lunch and refreshments.
establishing how to successfully measure the customer experience and understand
the true drivers of customer satisfaction
Led by: Simon Ellacott, Senior Consultant, Capgemini
In this workshop delegates will explore practical ways to overcome the challenge of measuring the customer experience.
Find out how to gather actionable insight and provide real value by identifying which elements of the overall experience are the most
important to customers, and which have the greatest influence on their behaviours. Delegates will examine and discuss emerging
technologies that can support and enhance this process before finally looking at how this insight can be used to build a business
case for customer experience improvement and transformation.
identifying ‘best in class’ CeM strategies to optimise business performance and
drive business growth
Customer Experience Management is becoming a fundamental part of every telecoms operator’s strategy. However, as an
industry, operators’ reputations for delivering a good customer experience is poor. This benchmarking session will give delegates
an in-depth insight into how the industry compares with other industries and explore strategies for maximising the customer
experience they provide.
Delegates will then engage in brainstorming and discussion sessions based on how to close the gap and develop an action plan
for customer experience improvement within the telecoms industry.
For workshop leader updates please visit www.customerexperienceevent.com
Register now at www.customerexperienceevent.com

3. you can expect to meet Key case studies not
to be missed:
Directors, Heads and Managers of:
Customer Experience Western Europe 30% • Learn how Optimus are
CRM Eastern Europe 45% developing and executing
Customer Loyalty Scandinavia 5% a ‘voice of the customer
Customer Care Middle East 15% programme’ to transform their
Customer Satisfaction Africa 5% customer experience offering
Customer Base Management
Customer Value Management
• Hear how Telekom Austria are
Online Experience harnessing the power of social
Customer Service media to connect with their
Marketing customer base
From Fixed, Mobile and Integrated Operators • Examine how Orange FT
Group are leveraging customer
research to effectively
understand their customers
Media Partners “I’m looking
forward to hearing and build customer advocacy
best practices from • Establish how T-Mobile Czech
others on how to Republic have developed,
translate customer insight implemented and leveraged
into concrete strategies and an end-to-end customer
actions to maximise customer
experience management
value and reduce churn”
Riaz Rafat, Director of strategy
CRM & BI Portfolio, • Understand how Belgacom
Telenor Norway are leveraging a simplified
CEM strategy to maximise
customer satisfaction
Past Customer Management event attendees said:
“A terrific event to hear, share and debate great practices that will delight customers
and enable business growth”
Tommy Geary, Director of Customer Management & Operations, Eircom
“A prime opportunity to learn from others and exchange expertise on tackling the
challenges of CEM in telecoms”
Peter Crayfourd, Group Head of Customer Lifecycle Experience, Orange FT Group
“This event will be a great chance to discuss new and innovative ways to foster
efficient customer relationships”
Michael Havas, Group Director Customer Service & Online, Telekom Austria Group
See exclusive video footage & testimonials from our previous event!
www.customerexperienceevent.com
Sponsorship opportunities: meet prospects for your customer experience solutions
Of all our delegates, 80% will use this event primarily to network. Position yourself as a leading solution provider to global
network operators at Customer Experience Management in Telecoms. Telecoms IQ attendees have an active interest in hearing
from companies that can provide solutions for maximising their customers’ experience. If you have a solution for Heads of
Customer Experience or CRM we can help to connect you with your prospects. You can expect to meet senior level decision
makers and influencers from operators across Europe and MENA. For sponsorship opportunities, contact Mark Lee
on +44 (0) 20 7368 9434 or sponsor@iqpc.co.uk
Lead Sponsors Sponsors
For your booking enquiries contact us on +44 (0) 20 7368 9737

4. Conference Day 1 – Tuesday 27th September 2011
09.00 registration and coffee employee engagement
09.25 Welcome address 14.15 Learning from Telefónica O2 Slovakia’s experiences of developing
09.30 Opening remarks from the Chair followed by a speed and implementing a customer-centric culture within their business
networking session • Examining how Telefónica O2 Slovakia has aligned the customer
Per Blom, VP & Head of Consulting, ericsson experience with their business results
implementing Customer experience Management - What do we stand for? - Where are we and where do we want to be?
• Establishing how Telefónica O2 Slovakia have successfully leveraged their
09.50 Seven key strategic questions critical to improving your customer experience management strategy to build a customer centric culture
customer experience For a • Determining how Telefónica O2 Slovakia have driven organisational
During this session Colin Shaw will give insight into why over 50% sneak peak
change to maximise the customer experience they provide
of a customer’s experience is about how they feel. By presenting of Colin Shaw’s
session, download - Structural change - People engagement
the seven key strategic questions about customer experience your exclusive podcast: - Product development - Customer journeys
management, delegates will discover how to effectively improve www.customerex- - Customer orientated processes
and transform their customer experience offering. perienceevent. • Evaluating the success of Telefónica O2 Slovakia’s CEM strategy in terms
Colin Shaw, Founder & Author, Beyond Philosophy com
of differentiating their offering to become the preferred service provider
10.35 Learning from T-Mobile Czech republic how to develop, Pavel Milec, Director Customer Experience, Telefónica O2 Slovakia
implement and leverage an end-to-end customer experience 14.45 Panel Discussion: establishing how to maximise employee
management strategy engagement and create a customer-centric culture
• Defining the key components of T-Mobile Czech Republic’s ‘end-to-end’ This session will take the form of a brainstorming exercise where panellists
customer experience management strategy will present a number of ideas on how they are attempting to maximise
- Identifying the key touchpoints to consider employee engagement. This will then be followed by an open discussion
• Understanding how T-Mobile Czech Republic are overcoming the between panellists and the audience.
challenges of creating a customer-centric culture within their organisation Panellists will include:
to maximise the customer experience provided Pavel Milec, Director Customer Experience, Telefónica O2 Slovakia
• Examining how to gain a clear understanding of the needs and Anandan Jayaraman, EVP / Chief Product & Marketing Officer, Connectiva
expectations of your customer base
15.15 Marketing 2.0: Using analytics to build trust and create fans -
• Establishing how to transform customer insight into an actionable and
tangible customer experience management strategy Customer experience opportunities for the digital retailers of 2011
• Determining how T-Mobile Czech Republic plan to evolve their CEM and beyond
strategy to ‘close the loop’ with their customers • Understanding why service providers should be looking to turn their
- Ensuring you can address the changing needs of your different customers into fans
customer segments • Using analytics and innovative self-care options to improve the experience
Alexandra Korman, Vice President Market Segment – Residential, of key customer segments
T-Mobile Czech republic • Determining how to enhance the experience of business customers to
create growth opportunities in saturated markets
11.05 Morning refreshments • Reducing operational cost and improving customer experience
11.35 Building customer advocacy: examining how Orange FT Group management through enhanced e-billing and e-care capabilities
is driving business transformation across europe • Introducing new generation BSS capabilities across the order to cash
• Understanding customer experience: analysing the customer journey to management cycle that will enhance the end customer experience
understand how customers rate Orange FT Group versus the competition Stefan robsen, Global Vice President Solutions, MDS
• Establishing the business case: proving the value of improving the 15.35 examining how Deutsche Telekom have successfully applied
customer experience For a
customer-centric service management principles from the mobile
• Driving change: setting the goal and incentivising management of Andrew peak sneak
William’s telecoms environment to boost fixed line customer satisfaction
• Supporting action planning: leveraging customer research session, download • Asking the right questions and choosing the right indicators for
to understand the core drivers of experience and identify your exclusive podcast: understanding your customers’ everyday experience when using
the right steps to improve advocacy www.customerexpe-
technically complex services
Andrew Williams, Director of Customer Experience rienceevent.com
• Finding the gaps between your customers’ expectations, your organisation’s
Strategy, Orange FT Group internal view on what it delivers and your customers’ eventual experience
12.05 Building a profitable chat centre to drive up nPS, • Identifying the underlying causes and justifying the investment needed
FCr and agent efficiency to bridge the expectation-experience gap
This presentation will discuss best practice for using intelligent engagement • Applying lessons learned in one business unit to multiple lines of the
and ‘live online chat’ to drive up NPS and FCR to record levels and to create business in order to further improve your ROI
new incremental revenue streams through customer service – whilst Steffen Weihrauch, Head of Customer Experience Management for
simultaneously reducing the cost per resolution. The speaker will also share Mobile Services & Service Management for IPTV, Deutsche Telekom
experiences of optimising pay for performance contact centres for leading 16.05 Measuring, Monitoring and Monetising the Customer experience
telecoms companies and demonstrate how focusing on operational With the increasing proliferation of smart phone applications and the
efficiency and intelligent engagement can lead to improved profitability continued convergence of telecom, media, entertainment and high
and loyalty. Key Take-Aways: technology services, service providers are increasingly getting commoditised
• Understanding how to significantly increase NPS to >90% as bandwidth pipes over which third parties make money. However, the
• Developing strategies to deflect costly call volumes whilst maintaining First telecoms provider still has access to mountains of subscriber data that have
Contact Resolution Rates and customer service expectations transformative potential; leveraging this goldmine of customer data holds the
• Determining how to eliminate email and the negative NPS that this key to establishing new business models that can compensate for the
channel can create decline in traditional revenues.
• Examining how to make a profit from customer service This session will discuss how leading edge providers are leveraging data
• Evaluating practices that radically reduce cost per contact about their subscribers’ experience to launch new services and deliver a
• Establishing how customer service and social media can work well together more holistic customer experience
Chris Humphris, Telecoms Account Executive, LivePerson Anandan Jayaraman, EVP / Chief Product & Marketing Officer, Connectiva
12.25 Determining how Belgacom are using the concept of ‘simplicity’ 16.25 Afternoon refreshments
to instil customer centricity within their organisation and delight
16.50 Understanding how to successfully integrate a customer experience
their customer base
• Establishing how Belgacom have successfully developed and implemented a management strategy within your business to engage your entire
customer-centric strategy to reinforce their company brand and market position organisation - Magyar Telekom’s perspective
- Process redesign - New product and pricing strategy • Examining how Magyar Telekom have created a CEM roadmap and developed
- Organisational transformation - Employee engagement efforts the business case to engage top level management behind their strategy
• Examining the evolution of Belgacom’s CEM strategy to provide a seamless • Identifying the key customer touchpoints and understanding how to
and simplified experience across different touchpoints engage customer agents at each of those touchpoints
• Evaluating the success of this ‘simplified’ approach for optimising the - Call centres - Shops - Technical units
customer experience in terms of • Understanding how Magyar Telekom are implementing an ‘idea
- Business benefits management system’ to encourage feedback from each service touchpoint
- Internal gains – call and complaint reduction • Leveraging the results of this initiative to drive customer experience
Olivier Crucq, Director of Customer Experience, Belgacom management to the heart of the business
• Evaluating how Magyar Telekom are measuring the success of their
12.55 Moving beyond service assurance: improving customer experience organisational engagement strategy and leveraging their insight to optimise
with Operational intelligence the customer experience
Operators are increasingly realising that the only way to differentiate in an Senior Representative, Magyar Telekom
increasingly commoditised market is to provide the best possible customer
experience to maintain customer loyalty, drive profits and build brand recognition. 17.20 Understanding how to successfully integrate a customer
Operational Intelligence is a new approach to improving customer experience that experience management strategy within your business to engage
allows operators to move beyond typical network-centric Service Assurance by your entire organisation – Cable & Wireless’s perspective
providing a dynamic, “outside-in” view of products and services as seen through • Understanding how Cable & Wireless have developed the business case
the customers’ eyes. This presentation will discuss how OI achieves this by providing: for CEM to engage top level management behind their strategy
• Visibility into real time customer experience by combining network • Identifying the key customer touchpoints and understanding how to
performance with customer information engage customer agents
• Insight into actual and expected performance and key metrics using real • Leveraging the results of this initiative to drive customer experience
time analytics management to the heart of the business
• Action in the form of automated responses to error conditions to resolve • Evaluating how Cable & Wireless are measuring the success of their
problems before they become visible to the customer. organisational engagement strategy and leveraging their insight to optimise
Adrian Pasciuta, Director of Industry Solutions, Vitria Technology the customer experience
nafsika Katsoglou, Head of Customer Service Desks,
13.15 Lunch Cable & Wireless Worldwide
17.50 Closing remarks from the Chair
18.00 end of Conference Day One
Drinks reception
For your booking enquiries you can email us now on telecoms@iqpc.co.uk

5. Conference Day 2 – Wednesday 28th September 2011
09.00 registration and coffee 12.50 Desktop Matters: improving user satisfaction to drive the
customer experience
09.30 Opening remarks from the Chair followed by a speed networking session How do you provide a superior customer experience whilst under pressure
to cut costs? The only way to do that is by taking care of your agents first -
Customer experience Measurement providing a better user (CSR) experience will result in better customer
09.50 exploring the concept of ‘next Generation Satisfaction Measurement’ experience as both require similar issues to be addressed. These issues
• Examining how to make customers and controllers happy through include rapid access to relevant information, intuitive UI to simplify
zero dissatisfaction and optimise navigation, and minimal learning so that front line agents can
• Determining how to establish and integrate a deeper understanding resolve issues rapidly without transferring calls. This presentation will show
of your customers throughout the company how service providers across the world are leveraging best practice to
• Understanding how to develop and implement ‘voice of the customer simplify the life of CSRs, thereby enhancing both user satisfaction and the
programmes’ to enhance your customer experience offering customer experience
• Establishing how to effectively leverage customer satisfaction nibha Aggarwal, Director, Amdocs Customer Management
measurements to reduce unnecessary complaint calls 13.10 Lunch
Markus Walzl, Vice President Customer Service, Steering & Support,
T-Mobile Austria Online experience
10.20 Understanding how to create and implement an effective 14.10 Customer Service is the new marketing: establishing how to
multichannel approach across organisational touchpoints to leverage social media to optimise your customer service offering
optimise the customer experience and combat churn • Understanding how customer service is changing: from one-to-one to shared
• Examining the business strategy and positioning of a branded • Establishing how to build your own community to reduce costs
customer experience and improve satisfaction
• Establishing how to develop an effective service strategy across - What platform should you use?
different organisational touchpoints - What kind of dialogue should you adopt?
- Channel design - Process mapping - How many human resources do you need?
• Determining the power of different mediums for interacting with your • Examining how to engage with customers through new contact
customer base and minimising churn channels: the web contact centre
- Evaluating the rise of new channels • Discussing examples of successful implementations
- Managing traditional live services - Evaluating the ROI
• Understanding the importance of workforce management to successfully Stephane Lee, CEO, Dimelo
measure and control the customer experience you provide
Tatjana Manojlovic, Director of Customer Care & Front Line Support, 14.30 realising the advantages and overcoming the challenges of using
Telenor Serbia social media as a cost-effective way of communicating with your
customer base
10.50 extending the customer experience toolbox to enhance your • Understanding how to harness the power of social media as a timely
CeM strategy and cost-effective way to communicate with your customer base
• Understanding and acting on changing customer behaviour • Leveraging social media communication to build long-term customer engagement
• Building an effective customer experience toolbox for analytics • Establishing how to use social media to collect customer feedback
and execution on your offerings, services and overall brand
• Establishing how to apply your CEM assets to improve the • Determining how to monitor and respond to negative feedback in
customer experience order to protect your brand
• Linking customer experience to value creation • Evaluating the impact of digital communication on your organisation
ricardo Barcena, Senior Consultant, ericsson and communication strategy
11.10 Morning refreshments Michael Havas, Group Director Customer Service & Online,
Telekom Austria Group
11.40 establishing how to develop and execute ‘voice of the customer
programmes’ to transform the customer experience you provide 15.00 Learning from Vodafone italy how to develop and implement a
and minimise churn dedicated social media strategy to engage with your customer base
• Determining how to effectively collect customer feedback across every • Understanding the rationale and strategy behind Vodafone Italy’s
touchpoint in the business corporate social media community
• Leveraging customer feedback to create actionable customer experience - Vodafone lab
improvement strategies at each touchpoint • Determining how Vodafone Italy are using a multichannel approach
- Websites - Social media - In-store - Call centres to maximise engagement with their corporate community
• Establishing how to ensure a rapid response to customer feedback • Establishing how Vodafone Italy are integrating their Facebook and
to optimise customer satisfaction Twitter strategy within their corporate community and website
• Understanding how to measure the effectiveness of your ‘voice of the • Examining the effectiveness of Vodafone Italy’s ‘crisis management’
customer’ programmes to prove the ROI actions when faced with negative feedback within their corporate
Filipa Sá Carneiro, Customer Experience Manager, Optimus social media community
Andrea Ferri, Head of Online Community, Vodafone italy
12.10 Panel Discussion: Determining how to effectively measure
the customer experience 15.30 Panel Discussion: Have your questions been answered?
This session will take the form of a brainstorming exercise where panellists This session will give you a final opportunity to ask any remaining questions
will present a number of ideas on how to effectively measure the customer that you need to resolve in order to optimise the development and
experience. This will then be followed by an open discussion between effectiveness of your CEM initiatives. Take advantage of this last discussion
panellists and the audience. session to ensure that you have the tools and knowledge to further your
Panellists will include: CEM strategy as soon as you return to the office.
Tatjana Manojlovic, Director of Customer Care & Front Line Support, 16.10 Closing remarks from the Chair
Telenor Serbia
Filipa Sá Carneiro, Customer Experience Manager, Optimus 16.20 end of Conference and networking refreshments
ivana Dingarac, Head of Customer Retention, Telekom Srbija
COPYRIGHT Telecoms IQ 2011. Due to unforeseen circumstances the programme may change and IQPC reserves the right to alter the venue and/or speakers.
Post-Conference Workshop – Thursday 29th September 2011
registration will begin at 09.30.
The workshop will take place between 10.00 and 16.00 with appropriate breaks for lunch and refreshments.
improving the customer experience through accelerated agent engagement – establishing how to increase
business productivity in the first three months of deployment
Led by: Brid Bourke, Managing Director and Executive Coach, The Forté institute
Key themes to be addressed during this in-depth workshop include:
• Examining how to measure different agent behaviours - for example the 60-calls-a-day agent versus the 30-calls-a-day-agent
• Establishing how to create a top performing profile to deliver results within the organisation
• Understanding how to effectively coach agents to achieve customer satisfaction on every call
• Determining how to spread best practice agent top behaviours across the team
• Identifying monthly behavioural trends to establishing if it is working or not
• Getting it Right from the start – understanding why it is important to hire new employees with the top performing profile
Participants will then have an exclusive opportunity to complete their Forté Communications Profile, which will describe how they are behaving at work right
now and how they need to adapt behaviour to successfully improve the customer experience.
Register now at www.customerexperienceevent.com

6. Customer Experience 5 WAYS TO REGISTER
Management in Telecoms Tel:
Fax:
+44 (0) 20 7368 9737
+44 (0) 20 7368 9301
ramada resort Aquaworld Budapest Post: your booking form to
Pre-Conference Workshops: 26th September 2011 IQPC UK, 2nd Floor,
Two-Day Conference: 27th-28th September 2011
Post-Conference Workshop: 29th September 2011
129 Wilton Road, London
SW1V 1JZ
To speed registration, please provide the priority code located on the mailing label or in the box below.
Online: www.customerexperienceevent.com
my registration code is IGC_CEM2_SLIDE
Email: telecoms@iqpc.co.uk
Please contact our database manager on +44 (0) 20 7368 9737 or at database@iqpc.co.uk quoting the registration
code above to inform us of any changes or to remove your details.
Package ✔
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Full Access Pass booking at the same time from the same company receive a 10%
Pre Conference Workshops Save ¤700 Save ¤300 discount. 5 or more receive a 15% discount. 7 receive a 20% discount.
¤3,599+VAT
Two Day Conference ¤2,899+VAT ¤3,299+VAT Only one discount available per person.
Post Conference Workshops
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Pre Conference Workshops
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¤2,799+VAT
Venue & Accommodation
OR
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