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Welcome to CRM Days

Day 1 | 14:00 -14:45
Piano Room

Conference Opening,
presented by Marko Tutunović, SAS Adriatic Region


Panel discussion with attending CRM Leaders to summarise impressions from current event and make recommendations for future CRM Days. Panellists to be advised.


Panel discussions

Day 1 | 14:45 -15:45
Piano Room

Executive Panel,
moderated by Marko Tutunović, SAS Adriatic Region


Executives that will be taking part at the panel during the opening session are representing organisations that differ in industries, level, range and maturity of CRM activities, sizes of markets, own shares in that market. They even adopt different the definitions of markets … is it a country or is it a region? This is precisely why we felt that these panellists could best provide the executive perspective on CRM to all conference participants.


They have allocated time from their busy schedules to be with us in Banja Luka partly because they hold customer-centricity and related CRM activities at the heart of their approach to business, partly because of the relationship between our organisations, but the main motivation for all of them was the desire to recognise their own CRM teams, their commitment, dedication and success in transforming the executive vision to daily practice. Panellists:

  • Jelena Stojanović, Telekom Srbija (SRB)
  • Predrag Ćulibrk, m:tel (BIH)
  • Carmelo Minardi, UniCredit Central and Eastern Europe
  • Werner Deumens, SAS
Day 2 | 14:45 - 15:45
Kristal Room

CRM Leader Panel and Closing Session,
moderated by Marko Tutunović, SAS Adriatic Region


Panel discussion with attending CRM Leaders to summarise impressions from current event and make recommendations for future CRM Days. Panellists to be advised.


Selling trough CRM

Day 1 | 16:15 – 16:45
Piano Room

ATL Acquisition and On-Boarding,
presented by Darija Rokvić, m:tel, Bosnia and Herzegovina


It all starts from customer acquisition.


CRM is commonly associated with below-the-line (BTL) commercial activities and targeted communications. On the other hand, most acquisition activities are delivered through above-the-line (ATL) promotional campaigns which are deployed through mass media channels and commonly include special offers, pricing or gifts. Darija will help us to combine the two Worlds through an in-depth analysis of ATL results and focus on quality of acquired customers for purposes of adjustments and improvements of future ATL initiatives, as well as from the perspective of profiling new customer and streamlining the on-boarding process.

Day 1 | 16:45 – 17:15
Piano Room

Protecting your Customers from ATL Challenges,
presented by Petar Milosavljević, Telekom Srbija, Serbia


Competitors also start from acquisition.


In saturated markets the largest pool of potential customers resides within competitor's customer-base, which in turn makes our customers the primary acquisition target for our competitors who will engage in ATL activities and offer competitive pricing and/or service packages. Petar will discuss methods and techniques used to analyse potential impact of such competitor activities with a special emphasis on time-to-decision. Scenario analysis that will be discussed include examples that aim to provide answers to fundamental questions: Is our customer-base under threat? Shall we react? If yes, can we provide more competitive pricing? If no, can we re-package and launch counter-proposal? Shall we only respond through BTL activities on customers with larger retention risk? ...

Day 2 | 09:30 – 10:00
Kristal Room

Know your Customers,
presented by Petra Vajda, Engrotuš, Slovenia


We invest in acquiring customers to develop them in the future.


The more you know about someone, the more specific your communication will be – a rule that is as applicable to commercial activities as it is to life in general. The challenge that organisations with large customer-bases face is sheer number of customers – it is simply impossible to know everyone personally. Petra will share experiences on segmentation approach which is designed with an objective of grouping customers by behaviour and spending habits so that segment development strategies can be established and executed.

Day 2 | 10:10 – 10:55
Kristal Room

Enhance Targeting of your Customers,
presented by Dragan Mikičić, Raiffeisen Bank, Serbia


Development of customers usually means gaining revenues to meet specific business objectives, and this is so much easier if we are addressing our customer's individual needs.


Win-Win is one of the most frequently quoted phrases; it also represents the true essence of CRM. Customers will rarely, if ever, buy products or services which they do not feel they need. They could easily start ignoring our messages if we persist in offering products which are not addressing their perceived needs, meanwhile they could be listening to competitor's messages. What if we could recognise current and future customer needs and offer our products as remedies to these needs ... sounds like Win-Win? Dragan will show us how predictive models are created, how confidence levels are determined and prediction successes measured.

Day 2 | 11:15 – 12:00
Kristal Room

Enhance Communication with your Customers,
presented by Željko Martinek, Raiffeisen Bank, Serbia


Communication is rarely associated with the term Monologue. Dialogue is a much better fitting description.


To communicate also means to listen, talking is sometimes simply not enough. BTL campaigns, like any other form of communication, require listening to meet their full potential. Željko will guide us through a comprehensive BTL campaigning platform which enables his organisation to perform a dialogue through campaigning on various channels, personalising message, collection and interpretation of responses.


Establishing CRM

Day 2 | 12:00 – 12:30
Kristal Room

Focus-Campaigns for Higher Efficiency,
presented by Matjaž Kvas, Raiffeisen Bank, Slovenia


Measure three times to cut once.


The common saying in many countries dates back to times when cloth was very expensive, even unaffordable to those who were entrusted to make clothing from it. For them, mistakes were not an option. Same can be applied to organisations with limited number of customers. One wrong campaign and the door could be closed for a long time before we could have another meaningful dialogue with customers that were addressed. Matjaž will guide us through principles of dedication to detail upon which his organisation's campaigning process was established and is now executed ... He will explain how to test and measure focus-campaigns before adjusting and rolling out campaigns with significant business impact.

Day 2 | 13:30 – 14:00
Kristal Room

Evolution of CRM in UniCredit Tiriac Bank,
presented by Clara Popescu, UniCredit Tiriac Bank, Romania


A small step for CRM, a large leap for the bank.


The purpose of CRM is to create business impact through additional revenues, additional market penetration, increased customer loyalty … or whichever measurement is applicable to meet given corporate objectives. The fundamental underlying benefit which is usually gained from CRM is the embedding of customer-centricity into the organisational culture. There is no single approach to truly make CRM part of an organisation; the process usually involves cross-departmental alignment, change in business process and establishing of supporting technological and data platforms. Clara will share experiences from steps that were taken by her organisation, current outcomes and the steps which are planned for near and medium future.

Day 2 | 14:00 – 14:30
Kristal Room

Into Customer-Centricity,
presented by Alenka Prskalo, UniCredit Bank, Bosnia and Herzegovina


From ARM to CRM.


Traditional structure of banking data is based on accounting principles. Interest must be accrued, salary payments registered, transaction fees booked … For this reason, observing and analysing data on account level would be a lot easier, but at the same time very inaccurate and a lot less useful. For customer - the bank is one, therefore, for the bank - the customer should also be one. Alenka will share experiences from her organisation's transformation into customer-centricity and benefits that were gained from this transformation.


Supporting CRM

Day 2 | 13:30 – 14:00
Banket Room

CRM Starts from Data,
presented by Mirko Talajić, Zagrebačka banka, Croatia


It all starts from data.


Garbage in - garbage out, we all heard it and we all said it at least once. We all know that data must be accurate and trusted: these are the fundamentals. But, since CRM is about analysing customer behaviour, the fundamentals are not enough. It is equally important to be able to view the data through customer's eyes, which is commonly not the format how data are stored in operational systems. To provide accurate and trusted data which shows customer's behaviour in the way that the customer perceives it, we will need lots of transformations and strong underlying platform to systematically support these transformations. Mirko will share knowledge on ETL techniques, ETL job design and architecture that supports the transformation of large quantities of data into information used for CRM purposes.

Day 2 | 14:00 – 14:30
Banket Room

Data Starts with CRM,
presented by Rastko Pavlović, m:tel, Bosnia and Herzegovina


What if (CRM) data is not always available when starting?


Data-Warehouse should be the first place to look for CRM data. But, what if we don't find it there? Two choices generally arise, one more tactical: create and load CRM data-mart from available data sources, or the other more strategic: build a data-warehouse that will support CRM as well as many other business requirements. Rastko will share experiences gained from deployment of SAS DDS as the first-level data-warehouse through discussion on data structures, loading frequencies, subject areas, organisational structure of the support team and consolidation of business lines (pre-paid mobile, post-paid mobile and fix-line).