Nora Merenyi, one of Deutsche Telekoms foremost CRM experts, will discuss current approaches in retention, how Lifecycle Management should actually work; and how loyalty programmes should provide support. In a recent interview Nora described churn as the most pressing issue facing the industry; "it is an evergreen, especially now in the new, flat world, where offers are transparent and comparable, so differentiation should be found in the soft sectors".

In reference to her presentation Nora argued that in order to reduce churn the telecoms industry needed to change their mindset and "establish a continuous, consistent communication with customers throughout their lifecycle, instead of scattered campaigning activities". Nora proceeded to explain that "We have to focus not only on retention, cross- and upsell, but also other communication, information sharing, customer care. Afterall it is a relationship that we have with the customer, that we have to work for to keep it alive - like a good marriage."

For Nora customer retention will only increase if we reconsider how we deal with the customer in the "long run". But to do this carriers need to get to know their customers. It is not only investment in retention that needs to be considered, but product variety, customer contact, appreciation etc that needs to become central to retention policies.

Nora's presentation will add to what is an already impressive speakers list at the 3rd Annual Enhancing Loyalty & Retention in Telecom summit. With other speakers joining from Telefonica, Vodafone, Orange and many others this summit is shaping up to be a must attend event for the Telecoms industry. For further information contact http://www.telecomloyaltyandretention.com