Exploring the New Realm of Customer Loyalty – Comarch User Group 2023 Report

From May 9th to 11th, Comarch headquarters and Kraków’s Old Town became a landscape for Comarch User Group 2023. With over 500 guests from 40 countries, it was a fantastic event for networking, knowledge-sharing, and getting inspired. The conference covered many insightful presentations on the current customer loyalty scene. Aside from Loyalty, it was also dedicated to two other sectors Comarch operates in – Telecommunications and Finance. 

CUG 2023 jumped-started with a pre-conference event at Błonia Bistro – a beautiful restaurant in the heart of Kraków - where our guests had an opportunity to learn more about Polish cultural heritage by watching a folklore show and taking part in the pierogi-making workshop. It was an incredible evening filled with networking, laughter, and delicious cuisine that set the mood for the rest of the congress. 

The next day began at Comarch headquarters, with an official welcome from Professor Janusz Filipiak – the Founder and CEO of Comarch S.A. While presenting a staggering 30-year-old history of his now-global company, Professor Filipiak addressed the challenges of the contemporary world and their effect on business. It was a great prelude to another inspiring speech about “Leadership in turbulent times” delivered by the CUG 2023 guest of honor, Aleksander Kwaśniewski, former President of Poland (1995–2005). His was a lecture filled with many interesting insights about factors influencing the shape of the modern world. 

Then came the time for loyalty-related talks! Our list of experts included household names, all of whom lived up to expectations. The first loyalty speech came from Bill Hanifin (CLMP and CEO of Wise Marketer Group), who shared his thoughts about the psychology behind customer behavior. His panel offered a great and fresh look at why customers buy and how we can use this knowledge to boost their loyalty. Equally insightful was Maciej Tyczyński’s (Head of R&D, Services Sector at Comarch) seminar on the power of AI technology in combating loyalty fraud. Both gave marketing professionals many new ideas for enhancing their future strategies.

May 10th was a very thought-provoking and instructive day that ended with an official dinner gala at Wierzynek Restaurant in Kraków’s city center. 

Soon after it ended, we were all ready to talk business again – on May 11th, the loyalty guests were invited to the Gallery of 19th Century Polish Art in the Sukiennice National Museum. There, they had the pleasure of getting familiar with inspiring case studies from renowned brands, such as Scandinavian Airlines, Vodacom Group, Azul Brazilian Airlines, ANB Bank, and Ford Motor Company. 

Having learned the secrets of the most successful loyalty programs, our attendees could then take part in a fascinating panel about soft benefits and engaging low-frequency customers. Delivered by Piotr Kozłowski (VP of Consulting, Airline/Travel Loyalty), Paula Thomas (Founder and CEO of Let’s Talk Loyalty podcast), Suryaveer Singh (Head of Loyalty, CRM and Data Analytics at ENOC), and Christer Buen (Product Manager – Loyalty, Norwegian Reward), it was one of the highlights of loyalty-related part of the event. To top it off, the second day of CUG 2023 had Comarch’s Consulting Directors, Sami Nachawati and Wojciech Kempny, share their thoughts on the industry’s future, directions, and current trends.

The Comarch User Group 2023 conference was an amazing time to learn, grow, meet incredible people, and share ideas. Our loyalty guests came to Kraków from 25+ countries, including the United Arab Emirates, Brazil, Vietnam, South Africa, and Saudi Arabia. Those three loyalty insights-filled days were extremely valuable to all speakers, organizers, and attendees. Huge thanks to everyone who contributed to and participated in this delightful event. 

Hope to see you again next year!

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