Transitioning from a B2B model to include a B2C offering is challenging, especially for a well-established household name like Electrolux, which has a history spanning over 100 years. When Electrolux decided to make this shift, their primary goal was to own first-party data and build loyal, direct customer relationships for sustainable growth. Although acquiring first-party data can be costly, it provides deep insights into customer behavior and reveals opportunities for personalization and CX improvement, which in turn strengthen customer loyalty.

However, for a legacy brand traditionally focused on B2B with partners selling their products, convincing customers to engage directly can be tough. Additionally, shifting organizational culture from B2B principles to embrace B2C and CX principles presents its own set of challenges. To address this, Electrolux launched a loyalty scheme based on emotional connection, aimed at building first-party data, enabling personalization, and enhancing CX to drive customer loyalty.

Joining us to discuss Electrolux’s journey into B2C loyalty is Adam Nowak, Global CRM & Loyalty Director at Electrolux. This session will explore the challenges of embarking on a loyalty program with a new B2C offering and how to drive engagement by showing loyalty to your customers.

Attendees will learn:

• Strategies for transitioning from B2B to B2C: Gain insights into the specific challenges and strategies for shifting from a B2B to a B2C model, including cultural transformation and direct customer engagement.
• Leveraging first-party data for personalization: Understand how to acquire and use first-party data to gain deep insights into customer behavior, enabling personalized experiences that enhance customer satisfaction and loyalty.
• Building a successful loyalty program: Discover the key elements of creating and maintaining a loyalty program from scratch that fosters emotional connections with customers, driving long-term engagement and loyalty.

Adam Nowak

Global CRM & Loyalty Director
Electrolux

See Bio

Online reviews can make or break a service provider. Reviews are powerful, having been found to have a comparable effect to word-of-mouth recommendations. However, when 95 percent of online reviews are positive, the 5 percent that are negative are more significant and can have a major impact on provider behaviour and customer retention.

Arne De Keyser, Professor of Marketing at EDHEC Business School, joins us in this session to discuss his new research that found a direct link between low ratings and the future behaviour of service providers using Airbnb and Lyft. Through analyzing incremental and average ratings systems, Professor De Keyser has uncovered the pros and cons of each system, illuminating ways that review systems can be used to change provider behaviour and, ultimately, retain customers.

Attendees to this session will learn:

• Professor De Keyser’s research: How do poor reviews impact customer and provider behaviour?
• Leveraging ratings systems to aid retention: How platforms such as Lyft and Airbnb use ratings systems to retain individual providers and their customers.
• Actioning the findings: Choosing between incremental versus average ratings systems and maximizing the value of reviews to drive customer loyalty.

Arne De Keyser

Professor of Marketing
EDHEC Business School

See Bio

With 83 percent of people agreeing that “seamless experience across all devices” is important, and as digital interfaces increasingly serve as crucial touchpoints in the customer journey, user experience (UX) has never been more important in inspiring loyalty. Great UX combines function, form and aesthetics to create solutions that not only serve but delight customers and keep them coming back. Close collaboration between UX, product and research teams to define products and constantly test ideas is essential to ensure customer centric design that fulfils consumer demands.

In the current AI boom, humanizing technology is critical. Taking an empathetic approach to UX design based on customer feedback is essential to ensure that digital products remain human-centred.

Joining us to discuss this is Aparna Unnikrishnan, UX mentor and UX Design Manager for Tablets at Amazon. In this session we will examine the importance of collaboration between teams, and explore how business viability, user desirability and empathy for customers and collaborators come together to achieve UX that promotes loyalty and nurtures customer relationships.

Attendees to this session will learn more about:

• Taking a holistic approach to UX through collaboration with product, research and sales teams.
• Robust test and learn processes based on customer feedback to constantly refine products and improve customer experiences and retention.
• Humanizing technology that solves your customers’ problems in the age of AI. 

Aparna Unnikrishnan

Head of UX Design, Fire Tablets
Amazon

See Bio

Emirates Skywards is one of the world's leading airline loyalty programs, known for its innovative features and exceptional value to members. In this session, Dr. Nejib Ben-Khedher, Head of Emirates Skywards, will share insights into how the program continually evolves to meet the needs of its members, providing unparalleled benefits and fostering lasting loyalty. With his extensive experience in both the aviation and loyalty sectors, Dr. Nejib brings a wealth of knowledge on what makes a loyalty program truly stand out, providing value for customers and enterprise alike.

In this fireside chat, we will explore the intricacies of the Skywards program, including its strategic partnerships and personalized member experiences. We will delve into how Emirates balances earning and burning opportunities, overcomes challenges in lifestyle loyalty, and leverages data to drive customer engagement and satisfaction.

Attendees to this session will learn:

• Strategic partnerships and lifestyle integration: Discover why integrating non-flight partners is so effective in driving loyalty and how Emirates selects the best companies to partner with, creating valuable and successful loyalty partnerships.
• Personalization and customer engagement: Learn how Emirates uses member data to personalize rewards and experiences, driving value for both the business and the customer, and hear success stories of these personalization efforts.
• Balancing and enhancing loyalty programs: Explore how Emirates balances earning and burning opportunities within the Skywards program, addresses challenges in lifestyle loyalty, and encourages customer engagement through innovative strategies and upcoming program enhancements.

Dr. Nejib Ben-Khedher

Head of Skywards
Emirates

See Bio