Marketing Arena: innovative recipes for customer loyalty

The 10th edition of the Marketing Arena Schaffhausen took place on Tuesday, September 18 in the sold-out Park Casino under the title "Winning customers - retaining customers". Presenter Stephan Klapproth led the audience through the event, which was organized by Swiss Marketing Schaffhausen, in a fast-paced, witty and pointed manner.

Out with the customers

The second speaker Bodo Hechelmann, Senior Director Customer Experience Design at Swiss International Air Lines Ltd. confirms that the customer's needs are the most important thing. "You have to try to create a customer experience," he explains. "Where and why do you feel comfortable?" he asks. It's often the little things that make the difference. You have to try to accompany the customer emotionally on the journey from purchase to consumption to the end.

Practical tips

The subsequent workshops focused on practical tips: Jutta-Sonja Oberlin, Manager at Deloitte in the Risk Advisory division, highlighted the changes that the new GDPR data protection law will bring to marketing. Andrea Salce, CEO of Colada, explained how customers can be retained with digital help. And Peter Frommenwiler, CEO of AP Dialog, revealed how to inspire and convince customers through personal dialog:About the event:The Marketing Arena Schaffhausen is a platform for the exchange of knowledge on all aspects of marketing, communication and sales. The annual event is organized by Swiss Marketing Schaffhausen, one of the 27 regional clubs of the Swiss professional and trade association Swiss Marketing. Since it was first held in 2009, the event with around 180 participants has developed into one of the leading business events in the region and beyond.