ABA Financial Services Customer Conference: what do you really know about your customers?

Learn all you can about your most important asset. Your customer.

Future success in financial services depends on an ability to build profitable customer relationships. This requires being able to identify customers by their tastes, likely behaviors and potential profitability. It also requires the finesse to turn this insight into the right set of solutions to fit customer interests. The ABA Financial Services Customer Conference will help you understand what matters to customers, how to grow closer to them, and what drives profitability.

You may be surprised by what you learn.

This conference will present the most sought-after research to increase your understanding of today's customer and to propel your success as a financial service provider. The studies, surveys and case studies will be brought to life in actionable formats, providing immediate value to you in building relationships with your customers. Receive research about the affluent, baby boomers and retiree customers, attitudes toward small banks, large banks and credit unions, reactions to acquisitions, attitudes and behaviors in a shifting economy.

Experience you can take home

* The latest in CRM techniques

* An intense focus on the determinants of profitability

* Insight on the segmentation of customers according to their tastes and likely behaviors

* A pre-conference workshop on designing and conducting your own customer research

SUNDAY, APRIL 21, 2002

* Session materials delivered on-line for post-conference reference and staff training.

Noon - 6:00 PM

Registration

1:00 - 2:15 PM

Pre-Conference Workshop

2:30 - 4:00 PM

Opening General Session

4:00 - 4:15 PM

Refreshment Break

4:15 - 5:30 PM

Executive Briefings

5:30 - 6:30 PM

Opening Reception

Day One: Customer Insight

Noon - 6:00 PM

Registration

1:00 - 2:15 PM

Pre-Conference Workshop

CONDUCTING RESEARCH: DESIGNING THE CUSTOMER INSIGHT YOU NEED

Tom Hershberger, President, Cross Financial Group, Lincoln, NE

This informative must-attend session will provide guidelines for ways to gather and use research as a management tool.

You'll learn:

* The strengths and applications of research methods to improve your business and marketing planning activities

* The value of utilizing telephone surveys, post-transaction surveys, mystery customer evaluations, customer satisfaction surveys and more

* How research can modify employee behavior and improve service

* How to apply the right research methodology to your information needs.

2:30 - 4:00 PM

Opening General Session

WELCOME

Gary Tice, Chairman, First National Bank of Florida, Naples, FL

TOMORROW'S CUSTOMER

Dara Duguay, Executive Director, Jump$tart Coalition, Washington, DC

If the Jump$tart Coalition and the ABA Education Foundation have their way, future customers will be financially literate. Get insight on:

* What tomorrow's customer look like

* What financial services they will expect.

THE PRE-RETIREE...UNDERSTANDING THE NEEDS OF THE BABY BOOMER

Laurie Cochran, VP, Spectrem Group

Issues to be discussed include:

* What is the size of the Pre-Retiree population, and what are their assets?

* Who do Pre-Retirees turn to for advice about retirement?

* What type of financial products and services do they need?

* How can banks assist individuals when their needs change from accumulation of wealth to preservation and spending.

TRENDS AND ECONOMIC REALITIES OF AMERICANS OVER AGE 50.

John Rother, Director, Policy and Strategy, AARP, Washington, DC

Review a first-of-its-kind comprehensive assessment of the economic well-being of Americans over age 50.

4:00 - 4:15 PM

Refreshment Break

4:15 - 5:30 PM

Executive Briefings

TRENDS IN CUSTOMER EXPECTATIONS ABA EDUCATION FOUNDATION

This session will highlight research results that illustrate trends in customer interests.

MEETING CUSTOMER EXPECTATIONS BY MEETING CUSTOMER NEEDS

Kimberly Clay, Director, Bancography, Birmingham, AL

Steven Reider, President, Bancography, Birmingham, AL

This presentation will reveal findings from a recent market survey as they relate to differences between regional bank, community bank and credit union customer opinions. You'll also learn the determinants of primary bank choice, household share, brand awareness, customer loyalty levels and drivers, perceived service quality, and product value.

5:30 - 6:30 PM

Opening Reception

MONDAY, APRIL 22, 2002

7:30 AM - 6:00 PM Registration

8:00 - 8:45 AM Power Breakfast

9:00 - 9:45 AM General Session

9:45 - 10:30 AM General Session

10:30 - 11:15 AM Break

11:15 AM - Noon General Session

Noon - 1:30 PM Lunch

1:30 - 2:15 PM General Session

2:15 - 2:45 PM General Session

2:45 - 3:15 PM Break

3:15 - 5:20 PM Executive Briefings

5:30 - 6:30 PM Reception

Day Two: Building Relationships

8:00 - 8:45 AM Power Breakfast

E-ROLEPLAY POWER BREAKFAST

How do you get to Carnegie Hall? The same way employees turn weaknesses into strengths... Practice. Practice. Practice. Invested in CRM? Sales training? And still not meeting your objectives? Missing reinforcement in that vital link with the customer? Come to this session with e-Roleplay - to learn a new approach.

In this entertaining and interactive presentation, participants will:

* Observe an e-Roleplay session in action

* Understand the benefits roleplaying with professional actors and of a feedback process that employs the "customer point of view"

* Hear case study results.

9:00 - 9:45 AM General Session

DEVELOPING A SUCCESSFUL CUSTOMER-FOCUSED STRATEGY: THE PNC STORY

Joseph C. Guyaux, PNC Group Executive, PNC Bank, Pittsburgh, PA

This session will help you gain valuable insights about how to move toward the goal of having the customer figure into each and every business decision. Topics include:

* Developing and committing to a strategy

* Consistently focusing on customers

* Aligning people, processes and technology around the strategy.

9:45 - 10:30 AM General Session

RELATIONSHIPS REDEFINED: EARNING (AND RE-EARNING) CUSTOMER LOYALTY IN A BUYER'S MARKET

Michael Kostoff, Executive Director, Council on Financial Competition, Washington, DC

When financial institutions focused on customer economics rather than the customer, a consumer's incentive to stay with their provider was weakened. Learn two principal insights that have demonstrated the best results in restoring relationships and best practices in earning and securing loyalty-based repurchase (not retention).

10:30 - 11:15 AM Break

11:15 AM - Noon General Session

CUSTOMER ACQUISITIONS & RETENTION IN THE FINANCIAL SERVICES BUSINESS

Annette Merz, President, Zurich North America Financial Enterprises, Baltimore, MD

During this session you'll learn the keys to customer acquisition and retention in our financial services business. Get insight on banker preferences in terms of dealing with financial services vendors.

Noon - 1:30 PM Lunch

1:30 - 2:15 PM General Session

ONLINE BANKING: HOW EASY IS IT (REALLY) FOR THE CUSTOMER?

Henry Ristuccia, Partner, Deloitte & Touche, LLP

Thomas Kaelin, Director, Deloitte & Touche, LLP

This session will teach you how the financial services industry assesses the banking industry's Web sites and online banking abilities, including the opening of accounts.

2:15 - 2:45 PM General Session

HOW BANKERS LISTEN TO THE VOICE OF THE CUSTOMER AND MAKE THE MOST OF WHAT THEY HEAR

Mathew Greenwald, President, Mathew Greenwald & Associates, Washington, DC

Learn the results of a survey conducted exclusively for release at this conference. Highlights include:

* How bankers gather customer information

* What they do with the information once they have it

* Examples of what happens when the customer's voice is incorporated into business decisions.

2:45 - 3:15 PM Break

3:15 - 5:20 PM: Executive Briefings

INSIGHTS ON CUSTOMER REACTIONS IN A HARDENING MARKET

George M. Morvis, President & CEO, Financial Shares Corporation, Hinsdale, IL

As the economy moves from expansion to recession, should your marketing efforts to the affluent sector change? Drawing upon extensive primary and secondary research, this session unveils specific thematic and tactical changes in financial institution s high-net-worth marketing efforts.

YOU'VE GOT THE TRAFFIC, NOW WHAT?

John M. Mathes, Vice President, Director of Brand Strategy, Willey Brothers, Inc., Aipharetta, GA

It's happened. Your one-two combination of advertising and direct mail campaigns have paid off with a spike in customer traffic in your branches. All those customers are there.., doing what? You've spent a lot of money creating a brand to solidify your image. Does it disconnect with customers when they walk in the door?

CUSTOMER RELATIONSHIP MANAGEMENT -- BRING STRATEGY AND TECHNOLOGY TOGETHER FOR SUCCESS

Chris Braccia, Director of Product Marketing, Financial Intelligence, Harland Financial Solutions, Lake Mary, FL Hear a clarifying discussion of GRM that will advance your understanding. Highlights include:

* The key components to a successful GRM strategy

* Developing profitable relationships

* Applying financial intelligence in a GRM strategy

* Using technology to assure a successful GRM initiative.

UNDERSTANDING THE PHILANTHROPIC GOALS OF AFFLUENT CUSTOMERS

William H. Brownson, Managing Director of Philanthropic Services, Private Client Services, Bank One, Columbus, OH

You've heard many times that between $40 and $130 trillion is expected to pass between generations in the next 25-50 years. But what increase is expected in charitable giving over the same period of time? During this session, you'll learn:

Douglas K. Mellinger, Chairman and CEO, Foundation Source, Norwalk, CT

* How philanthropic services are benefiting affluent clients, the community and the bank

* Powerful new tax management and financial planning tools that until recently were only available to the ultra-wealthy

* Research and trends concerning the high net-worth market that can deepen relationships with their affluent customers.

THE SEVEN SINS OF FINANCIAL SERVICES

Kevin Cook, Edelman, Senior Vice President and Deputy General Manager, Edelman Worldwide, Chicago, IL Based upon a new study, consumers believe that the financial services industry is broken. You'll learn about their views, how financial services companies can begin to build stronger bridges and how to capture more brand loyalty through marketing and communication. This session will also help you:

* Understand how consumers feel about financial services and their triggers for engaging one brand over another

* Learn how communication and marketing can engage your customers emotionally and link them to the brand.

MOVING TO CUSTOMER-CENTRIC, STEP-BY-STEP

Sandra Gudat, President & CEO, Customer Communications Group, Denver, CO

Developing a customer-oriented organization is as challenging as it is critical. This session will help you manage that process and better understand the necessary steps.

5:30 - 6:30 PM: Reception

TUESDAY, APRIL 23, 2002

7:30 - 10:00 AM: Registration

8:00 - 8:45 AM: Power Breakfast

9:00 - 9:45 AM: General Session

9:45 - 10:15 AM: General Session

10:15 - 10:45 AM: Break

10:45 - Noon: General Session

Noon: Adjourn

Day Three: Pursuing Profitability

8:00 - 8:45 AM: Power Breakfasts

UNDERSTANDING THE NEEDS OF THE AFFLUENT MARKET

Sterling Research Group

Gather insights about this sought-after market. Research results help clarify the financial services attitudes and behaviors of the affluent.

9:00 - 9:45 AM General Session

BUILDING RELATIONSHIPS BY PUTTING CUSTOMER SERVICE FIRST

Thomas A. James, Chairman & CEO, Raymond James Financial. Inc.

Questions to be addressed during this session include:

* What 'trust' advantage do banks have in the marketplace?

* How should banks demonstrate to customers that they are deserving of this preference -- and leverage this advantage into a win-win situation?

9:45 - 10:15 AM General Session

BEYOND SATISFACTION: CREATING CUSTOMER ADVOCACY

Kristin Brost, Vice President, Marketing & Development, Bank West, Pierre, SD

This session shares how a community bank involves employees and customer in the branding process in order to create internal/external advocacy. Brost shares practical strategies to:

* Stay in touch with customer wants and needs

* Use customer focus to create meaningful differentiation

* Prepare internally to deliver on the brand promise.

10:15 - 10:30 AM Break

10:30 - 11:15 AM General Session

MANAGING THE CUSTOMER INSIGHT IN YOUR DATABASE

Laura Pomerone, Marketing Database Specialist, AMCORE Financial Inc., Rockford, IL

Kathy Campbell, Vice President, AMCORE Financial Inc., Rockford, IL

Marketing is about more than managing data. It's also about customer retention. This session will highlight the importance of knowing what your customers want and how to use the information gathered to keep them.

11:15 AM - Noon Adjourn

Renaissance Vinoy Resort & Golf Club

Check-in time is 4:00 PM. Check out time is Noon.

In sunny St. Petersburg, bask in the glamour of a luxury resort and golf club. The award-winning, 360-room Renaissance Vinoy Resort is conveniently located to the Bayfront center of St. Petersburg and is a member of the exclusive Historic Register.

Surrounded by lush grounds and public parkland, the Renaissance Vinoy Resort & Golf Club is highlighted by impressive vintage architecture and exceptional amenities. The resort features an 18-hole championship golf course designed by the renowned Ron Gael, two large, heated outdoor swimming pools, a dramatic cascading waterfall, three outdoor spas, and a 14-court tennis facility.

REGISTER EARLY

You are encouraged to register early, as hotel reservations will be accepted on a first-come, first-serve basis. If the Renaissance Vinoy Resort & Golf Club is sold out before receipt of your request, reservations will be made for you at a nearby St. Petersburg hotel. To receive the special rate of $199 for a single or double room, reservations must be made by March 21, 2002.

REGISTRATION INFORMATION

The conference registration desk, located in the Convention Center Ballroom Foyer, will be open the following hours:

Sunday, April 21, 2002 Noon - 6:00 PM

Monday, April 22, 2002 7:30 AM - 6:00 PM

Tuesday, April 23, 2002 7:30 - 10:00 AM

Please stop by the registration desk at your earliest convenience on Sunday, April 21, 2002, and pick up your name badge, conference schedule, marketplace guide and registration directory.

WEATHER

The temperature in St. Petersburg in April average in the mid- to high-70's during the day and the high-50's during the evening.

DRESS

Business casual and resort attire is appropriate during the conference and throughout the resort. We also suggest that you bring a sweater or light jacket to meeting rooms and for sightseeing outings.

TRAVEL DISCOUNTS

ABA offers special travel discounts through Delta Air Lines, United Airlines and Hertz Rent A Car. Call the number(s) below for more information

Delta Air Lines: 1-800-241-6760;

Refer to ABA number 168478A

United Airlines: 1-800-521-4041;

Refer to ABA number 597BY

Hertz Rent A Car: 1-800-654-2200

Refer to ABA number CDP11657

AIRPORT TRANSPORTATION

Limo, Inc. is available to transport you from the airport to the hotel. To make reservations, please call 1-800-282-6817. The cost of the shuttle is $19 one-way or $33 round-trip.

PARKING

Valet parking is available to hotel guests at a cost of $12 for overnight. Self parking is available at a cost of $8.

April 21-23, 2002

Receive compelling customer research worth thousands of dollars from leading industry experts, including:

* Deloitte and Touche

* Zurich

* Spectrem Group

* PNC

* AARP

* Harland

* Raymond James and many more.

April 21-23, 2002

April 21-23, 2002

SCHEDULE AT A GLANCE


SUNDAY APRIL 21, 2002

Noon - 6:00 PM           Registration
1:00 - 2:15 PM           Pre-Conference Workshop
2:30 - 4:00 PM           Opening General Session
4:00 - 4:15 PM           Refreshment Break
4:15 - 5:30 PM           Executive Briefings
5:30 - 6:30 PM           Opening Reception

MONDAY, APRIL 22, 2002

7:30 AM - 6:00 PM        PM Registration
8:00 - 8:45 AM           Power Breakfast
9:00 - 9:45 AM           General Session
9:45 - 10:30 AM          General Session
10:30 - 11:15 AM         Break
11:15 AM - Noon          General Session
Noon - 1:30 PM           Lunch
1:30 - 2:15 PM           General Session
2:15 - 2:45 PM           General Session
2:45 - 3:15 PM           Break
3:15 - 5:20 PM           Executive Briefings
5:30 - 6:30 PM           Reception

TUESDAY, APRIL 23, 2002

7:30 - 10:00 AM          Registration
8:00 - 8:45 AM           Power Breakfast
9:00 - 9:45 AM           General Session
9:45 - 10:15 AM          General Session
10:15 - 10:45 AM         Break
10:45 - Noon             General Session
Noon                     Adjourn

April 21-23, 2002

The ABA Guarantee

ABA guarantees that the ABA Financial Services Customer Conference will meet or exceed your expectations. If they do not, simply let us know in writing, and we'll refund your full registration fee -- no questions asked.

Who should attend:

* Executives responsible for the retail segments in your financial institution

* Marketing directors

* CRM system managers

* Managers of sales functions targeting retail customers

* Retail relationship managers

* Private banking executives

* Insurance and brokerage professionals with retail relationships.