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...