9th Annual Enhancing Customer Loyalty and Retention Summit

02 June 2019

3 questions for Filippo Cinelli

9th Annual Enhancing Customer Loyalty and Retention Summit

Head of Customer Relationship Management GC&C Italy

What are the keys steps a brand needs to make to integrate the needs of its customers into its loyalty strategy?

Continuous listening of feedback on the experience customers have had in order to improve it and make it always better. This is how we use NPS in Generali Global Corporate & Commercial with our corporate clients, as an opportunity to (literally) listen to their voices and discuss the survey.

What are some of the best practices for creation and management of B2B digital engagement strategy?

The ability to have a clear idea of what the client journey is, and be present in each moment. As Generali GC&C we’re committed with a content marketing project since in B2B transactions “75% people said the winning vendor’s content had a significant impact on their buying decisions and 70% reads 12 pieces of content on average during the decision making process”. Therefore, if we don’t produce contents to be shown during the client’s research phase, we risk not being in the consideration set.

How can you create and manage a loyalty strategy that distinguish you in the competitive market?

Loyalty is quite important for us since we have long lasting relationship with most of our clients. However, times are changing and we always work on improving the customer centricity approach. In particular, the portfolio segmentation is crucial in order to give differentiation on the level of service and price. The strength of working with big Corporations is that tailor-made products are already a given, so we can focus and work more on the level of service and relation.


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