Consumer Experience and Customer Loyalty at Volvo Cars and SEB




May 28th, 2021 from:

13:00 - 15:00

Gustav Radell

Global Head of Marketing at SEB

Pia Tromber

Head of Consumer Experience at Volvo Cars

Thomas Karlsson

Senior Advisor, Customer Experience at SAS Institute

To know what it means to improve the customer experience and promote engagement can be challenging. We know that the preference of customers is to choose the easiest option that works. We also know that winning new customers requires offering a good value proposition. Generating long-term loyalty is less about continuously appealing to your customer’s consideration and more about making familiar and easy choices.

Customer loyalty has become the natural by-product of a consumer experience that is focused on encouraging repeated brand engagement. Businesses that take steps to simplify the path to purchase and focus on facilitating social conversations of friends and influencers are more likely to establish a long-lasting relationship with its customers.

There has never been a better time to a create and focus on a more personalized, one-to-one consumer experience that drives real loyalty, than there is today. It is important now more than ever for brands to collect, understand and work their data to get to know their customers better to strengthen the consumer experience and customer loyalty.

12.50 – 13.00: Arrival in Zoom

Guests can dial in, get comfortable, check their technology is working, turn off all distractions, and get ready for the discussion.

13.00 – 13.05: Welcome by twoHundred

Kim Funch, Project Director. Opening remarks to set the scene for the morning: context, how it will all work and some house rules.

13.05 – 13.35: Data driven Customer Loyalty at SEB: Gustav Radell, Global Head of Marketing at SEB

With an 11% share of customers, SEB ranks as the fourth most used bank by onliners in Sweden. SEB has above average customer satisfaction and above average customer loyalty​ and their customers are more likely to process banking matters by mobile app.

In SEB Gustav Radell is focused on Data driven customer loyalty and personalization, and he will present how he works with maintaining and building a strong relationship to their customers, focusing on the following:

  • Why is customer loyalty so important to SEB?
  • What is SEB doing to maintain and build a strong and personal relationship to its customers?
  • What digital and data driven measures are they using?


13.35-14.20: Virtual Group Discussion on Customer Loyalty and Customer Experience:

Thomas Karlsson, Senior Advisor, Customer Experience, SAS Institute will initiate the group discussion with a short presentation on Customer loyalty in the digital age – pre and post covid-19 based on a brand-new SAS survey.

Participants are divided in virtual groups of 5 where we hope that you will share your thoughts, experiences and challenges with your Nordic CMO peers.

  • Customer experience in the digital age, pre and post covid-19.
  • AI and customer experience.
  • Attribution modelling – “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”


14.20-14.50: Consumer Experience at Volvo Cars – a true omnichannel way of providing customers with a direct relation to Volvo Cars: Pia Tromber, Head of Consumer Experience at Volvo Cars.

Volvo Cars is fundamentally modernising and upgrading the way its customers buy, lease, subscribe to and service their cars as it works towards its ambition to sell 50 per cent of its global volume online by 2025.

Consumer Experience is said to soon override product as the main differentiator for what brand a consumer chooses. We strongly believe in this and as such Volvo Cars aims to, not only continue to offer premium cars, but also to offer a premium, seamless, and personal consumer experience across the whole journey.

Pia Trombers presentation will be about how they approach this challenge within Volvo Cars, specifically focused on the EMEA-region.

14.50 – 15.00: Follow-up on group discussion and the event


15.00 Thank you.

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