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CONFERENCE

SME BANKING New levels of growth and profitability 3–4 April 2014 Milan, Grand Visconti Palace

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OVERVIEW

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SME BANKING New levels of growth and profitability SMEs continue to be a rapidly growing and profitable market in the financial services sector. However, these are challenging times and achieving good profitability isn’t easy. New entrants are also gaining a foothold as the relationship between traditional banks and SME customers weakens. This year’s event will focus on how banks can maximise the value of SMEs. It will explore the factors affecting the

funding of SMEs and ways of generating profits whilst building long-term relationships with them. The conference will include interactive sessions. A new feature will be a customer panel of SMEs and members of the Efma Business Banking Advisory Council. This will debate how customer-centric banks really are, and how they can be more responsive to customer needs.

Key questions  here will growth and value come from? How can banks W attract new customers, gain more value from existing ones and build a sustainable market share? Does the answer lie in closer customer relationships, value-added tools and targeted propositions?  here will the main threats come from? Do new entrants W pose a real threat? Is bank disintermediation happening?

Are banks sufficiently flexible and agile to meet the challenges ahead?  ow can the sales and service model be improved? H How will digitisation affect product and service delivery? What’s the role of segmentation, organisation and distribution channels? How can banks develop an innovative but profit-driven SME model?

Hot topics Other key topics will include: Helping small business owners to run their companies more effectively Non-banking offers for SMEs Bancassurance for SMEs Strengthening the relevance of banks Low and high-profile SME customer management Connecting SMEs across the West-East corridor

3–4 April 2014 Milan


THURSDAY 3 APRIL 2014 MORNING

Raman Rai Global Head of Business Banking HSBC United Kingdom

Daring to be different: finding growth in a challenging environment

 How can banks attract new customers and increase value from existing customers in a market where banks are seen as the same? 

 Developing a new proposition for customers to deliver superior customer engagement and increased revenues per customer Building a proposition from a compelling point of differentiation to drive growth



Roberto Mancone Managing Director Global Head of Business Products Deutsche Bank Germany 


SMEs: waiting for simple traditional banks or looking for new entrants? Role of multilateral development banks in a new regulatory scenario limiting bank asset growth
 Bank disintermediation: is it happening? 
 Crowdfunding: should it be regulated? 


Maria Letizia D’Abbondanza Head of Customer Experience Management UniCredit Italy

Fast credit: away to change client experience on credit Developing a differentiated value proposition and customer experience Why is fast credit important to SME customers? Implementation and results so far

Chris Ward Global Director of Small and Micro Enterprise Segment Executive Vice President BBVA USA

How digital trends will impact the product and service delivery to SME customers The future distribution model at HQ and network level Meeting future customer needs Adjusting the strategy to local market requirements

Stefan Andersson Head of Sales SEB Sweden

Value creating bancassurance for SMEs (or just bancassurance for SMEs?) From product sales to business partner A real (or ‘developed’?) 360 degree advisory service for SMEs Bancassurance as a means of adding value and driving business

Kevin Burke General Manager International BSCG United Kingdom

Do it for me: helping small business owners run their business better 80% of business banking accounts across Europe are held by sole proprietors, most of whom have never run a business before How leading banks in the UK and US have used value added tools to help small business owners avoid common mistakes, save time on business operations, enabling them to spend more time on what they love doing

3–4 April 2014 Milan


www.efma.com/sme AFTERNOON

INTERACTIVE SESSION

Joe Liddane Managing Director Setanta Performance International United Kingdom

Learning from each other: sharing success stories and key projects

Francesca Nieddu Head of CRM and Sales Planning Intesa Sanpaolo Italy

How to create value in the SME segment: relationship model and solutions How Intesa Sanpaolo manages the constant need to balance standardisation and customisation Complementary approach of multichannel and branch network banking Targeted propositions for SMEs

Benjamin van de Vrie Head of Marketing for Business Clients ING Netherlands

Fundamental changes in ING Netherlands’ approach to SME banking Trends and developments on the Dutch SME market Fundamental adjustment to strategy and service model New integrated approach using different channels based on data analysis How to become more relevant to your customer Sector approach for SME customers

Mahdi Kilani Executive Vice President Head of Business Banking Abu Dhabi Islamic Bank United Arab Emirates

Getting the sales and service model right for your specific SME market: case study/UAE The SME space in the UAE: background and regulatory framework, definition, overall competition facts and numbers Model design: strategy, segmentation, structure and organisation chart, products and services, channels, risk structure (policy, underwriting, early warning and collection) Actual Results and achievements (high level) Key success factors and lessons learned

PANEL DISCUSSION: Efma Business Banking Customer session With John Kirkbright Efma Business Banking Advisory Council Roberto Mancone Deutsche Bank Stefan Andersson SEB Giovanni Viani Oliver Wyman and two SME Business Customers

How customer-focused is our business banking? Key steps in delivering customer focus in business banking in your organisation Making business banking customer-focused Relationship management: frequency and type of contact Pricing and loyalty Adding value by providing non-financial services


FRIDAY 4 APRIL 2014 MORNING

Pascale Devriese Project Manager Small Business BNP Paribas Group France & Fabrizio Ridolfi Coordinatore ‘Mestiere Impresa’ BNL BNP Paribas Italy

How to create a distinctive small business and SME brand value proposition via non-banking value-added services and improve customer interaction Initiatives to offer relevant and value-added information content to small business and SME customers at key moments in their business lifecycles Case study presentation of the ‘Mestiere Impresa’ initiative launched in Q4 2012: an internet platform dedicated to the SME segment, providing useful information, interaction with experts and events Results and lessons learned

Darina Kollarova Head of Group Business Development Micros and Free Professions Erste Bank Austria

Getting the sales and service model right for each small business market segment Erste Group in brief Micros in Erste Group Erste Group service model for micro companies Segmentation and categorisation of micros at Erste Group Which way to go?

Veli Sencer Demirel SME Banking Strategic Planning and Central Marketing Manager Garanti Bank Turkey

ME/Entrepreneur combined business model: businesses and business owners’ combined service model to maximise relationship level Background on Garanti Understanding customer needs and building relationships Developing an innovative but profit driven model for SMEs

Rohit Garg Head of Business Banking Mashreq Bank United Arab Emirates

Effective customer segmentation Sub-segments within SME Effective coverage of each segment Cost-effective service model for these segments Product set for each segment

Cenk Kaan Gür Marketing Director Corporate and SME Banking Akbank Turkey

Developing strategies from scratch to grow profitably and build a sustainable market share in the SME market Rebuilding customer relationships Importance of deposit base in your business model Payment systems and transaction banking as enablers of being the prime SME relationship bank


SCHEDULE

THURSDAY 3 AVRIL 2014

www.efma.com/sme

FRIDAY 4 AVRIL 2014

8.15

Welcome coffee and registration

8.15

Welcome coffee

9.00

Raman Rai

9.00

Pascale Devriese

9.25

9.50

HSBC

BNP Paribas Group

Roberto Mancone

& Fabrizio Ridolfi

Deutsche Bank

BNL BNP Paribas

Maria Letizia D'Abbondanza

9.50

Darina Kollarova Erste Bank

UniCredit 10.15

Questions and answers

10.15

Questions and answers

10.40

Break

10.40

Break

11.10

Chris Ward

11.10

Veli Sencer Demirel Garanti Bank

BBVA 11.35

Stefan Andersson

11.35

12.00

Kevin Burke

Rohit Garg Mashreq Bank

SEB 12.00

Cenk Kaan Gür Akbank

BSCG 12.25

Questions and answers

12.25

Questions and answers

12.50

Lunch

12.50

Lunch

14.20

Interactive session

14.00

Nilanjan Ray National Bank of Abu Dhabi

15.05

Francesca Nieddu

14.25

15.30

Benjamin van de Vrie

Aslı Düzenli Yapı Kredi

Intesa Sanpaolo 14.50

Questions and answers

15.05

Interactive session

15.50

John Kirkbright

ING 15.55

Mahdi Kilani Abu Dhabi Islamic Bank

16.20

Questions and answers

16.45

Break

17.15

Efma Business Banking Customer panel discussion

18.00

End of day one

Efma 16.15

Refreshments

16.45

End of the conference

3–4 April 2014 Milan


www.efma.com/sme AFTERNOON

Nilanjan Ray Head of Commercial Banking Gulf National Bank of Abu Dhabi United Arab Emirates

Developing a proposition for connected SMEs across West-East corridor Successfully growing SMEs are increasingly global and generate superior returns for a bank UAE and Gulf market: a position at the cross-roads of the West-East corridor of trade Developing a profitable proposition to serve this segment across NBAD’s global network: a key opportunity The proposition includes coverage, risk and service delivery models Sector approach for SME customers

Aslı Düzenli SME Banking Group Director Yapı Kredi Turkey

Bridge together: connecting low and high profile SME customer management How to manage low profile customers and increase cross-sell How to acquire and manage high profile customers Taking the business to farms: managing agri customers Tools of the trade Keeping all ends together and sustaining customer acquisition

INTERACTIVE SESSION

Joe Liddane Managing Director Setanta Performance International United Kingdom

Key learning points from the conference: sharing highlights

John Kirkbright Director Business Banking Advisory Council Efma

Key summaries and learnings from this event Critical steps in delivering business banking excellence in your organisation Defining business banking focus and segmentation Setting the right targets and measurement Customer centricity in business banking

3–4 April 2014 Milan


REGISTRATION FORM

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SME BANKING 3–4 April 2014 Milan ATTENDEE’S INFORMATION Mrs.

Ms

Mr. / First name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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been provisionally reserved for the nights of Wednesday 2 and Thursday 3 April 2014 at the Grand Visconti Palace. The cost of a single room per night is e180, e200 euros for a double room (including breakfast and taxes). An automatic confirmation will be sent by email within 24 hours of your registration. In this email you will find a link to download an accommodation booking form. To book your room, please complete and return this form to the hotel before Monday 3 March 2014. After this date the hotel cannot guarantee either room availability or prices. The hotel will automatically bill unoccupied rooms or late cancellations. If you look for more affordable accommodation, we suggest the following hotels: - Best Western Major 4* - Hotel Piacenza 3*

REGISTRATION The registration fee covers participation in the conference, documents, lunches and coffee breaks. Registration fees must be paid in full prior to the event. Efma reserves the right to refuse entry to any delegate who has not paid his or her invoice prior to the event. We welcome late-bookers, but credit card information must be provided. CANCELLATION All cancellations must be received in writing. A 20% cancellation fee will be charged for all cancellations received on or before Thursday 20 March 2014. The full fee will be charged for cancellations made after that date, as well as to delegates who are unable to attend on the day, unless a substitute delegate is provided. Substitutions are accepted at any time.

REGISTRATION FEE  e1,600 (VAT excluded) for representatives of Efma member institutions  e1,800 (VAT excluded) for Efma Business Partners  e2,400 (VAT excluded) for representatives of non-member institutions

If you are interested but you cannot attend the conference, ask for the summary of the best speakers’ presentations at marketing@efma.com

All registrations are strictly individual. PAYMENT Card n° Expiry date

DATE

SIGNATURE

Efma l 8 rue Bayen l 75017 Paris l France l Tel: + 33 1 47 42 52 72 l Fax: +  3 3 1 47 42 56 76 l www.efma.com APE: 8230Z l VAT ID: FR 38 313 062 788 l Efma sarl company with registered capital of EUR 15,000 l RC Paris 313 062 788 In accordance with Article 27 of the law on the processing of personal data of 6.1.78, the information which you are requested to provide is necessary to enable us to process your registration and is intended for Efma’s services. You may access this information and request that it be rectified if necessary.

Illustrations: Bruno David

By bank transfer to Efma Sarl bank account IBAN: FR 76 3000 7999 9904 2252 7800 001 BIC: NATXFRPPXXX Natixis, FE3: Unité 3B/747 BP 4, F- 75060 Paris Cedex 2 By credit card: MasterCard Visa American Express


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