The second part of the keynote was by Rich Phillips of Maritz Loyalty Programs — I saw him speak last year at the Forrester Technology Leadership conference — talking about business strategy, technology strategy and how those impact market differentiation. Maritz Loyalty Programs runs affinity programs such as credit card points programs, and hence is involved both in establishing long-term relationships with their customers, as well as providing incentives to the end consumers who belong to these programs.
He had some comments about competition and markets in their business, such as the need for speed and agility in offering incentives to consumers, collecting better information in order to make better decisions, and creating more transparency and engaging with customers in social media; he sees BPM as having a role in all of these.