Businesses’ incapacity to loyalize clients translate in over Euro 3.9BN losses yearly in Europe

Cristina Blanaru Business, Marketing

Expo Media, member Marketing Insiders Group, organizes the 6th edition of a niche conference, a top event on attracting and loyalizing clients for all business areas. The event is scheduled to take place on November 6th 2014, in Bucharest, at JW Marriott Bucharest Grand Hotel.

Starting this year’s edition, “Customer Loyalty & CRM Forum” starts an ambitious rebranding process, becoming  “Customer Experience Forum”. Every year, the event was supported by its strategic partner Customer Service School, a company-pioneer in Romania which promotes the “customer centricity” concept, offering applied solutions for implementing in the local business community.

Clients’ loyalization is deeply linked with their satisfaction, with the most spread practice being the one of making satisfaction studies via barometers, in order to identify the unsatisfied clients and conceive marketing strategies in order to answer the expectations. Still, a satisfied client is not always, 100%, a loyal client.

Loyalization of customers mustn’t be confused with their satisfaction. A satisfied client becomes loyal to a company when the company constantly answers his needs and expectations.

An international study covering the financial services sector showed that, among the clients that submitted a complaint, 54-70% will buy again in case they receive a solution for their complaint. This numbers go up to 95% when client feels that his complaint was solved rapidly. Tthe clients with complaints solved in a satisfactory way are telling, on average, to another 5 people about  the way they were treated.

In today’s context, the strategy for Customer Retention Management (CRM) is mainly focused on the relational exchange between clients and company. This makes relation the main analysis object and the key element of loyality. The satisfaction notion doesn’t refer anymore only to company’s products and it extends over the relation elements, such are trust and engagement.

The speakers of the conference are authentic leaders with reputation based on professionalism and performance in their professional activities. Amon them are Richard Kenny – Platronics, Dan Alecu – Telekom, Ionela Chele – Depanero and Mihai Dragnea – Bitdefender.

The event is supported by ABN Systems – partner Platronics, Customer Service School and Mystery Shopping Agency.

The media partners of the conference are AdHugger, DoingBusiness.ro, Marketing Portal, Romania Libera, GadgetTrends, EFin, and mediaTrust.