| Le attività del Gruppo sono indirizzate al miglioramento continuo dei rapporti con i clienti attraverso comportamenti improntati a principi di lealtà, trasparenza, responsabilità, affidabilità e correttezza in linea con i valori della banca.
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Customer-oriented communicationMediolanum Freedom RewardingThe new edition of the Mediolanum Freedom Rewarding* programme has been operational since February 2013. Through the programme, current account holders can introduce a friend or acquaintance, allowing Banca Mediolanum to illustrate the special features it offers, as well as outlining the advantages of opening a current account. When the person introduced becomes a current account holder themselves, the original customer responsible for making the introduction receives points that can be used to choose a prize from the catalogue. In addition, holders of accounts from the Freedom range who are involved in the above process can accumulate additional points, simply by using the account in a normal manner, for example through credit card purchases, the first payment of a new bill, and by arranging for the salary or pension to be paid into the account. Sponsorship In 2014, Banca Mediolanum was once again one of the leading sponsors of the King of the Mountains Blue Jersey, symbolic of Italy. The King of the Mountains title represents the strength of the individual, rewarding commitment and effort, but also teamwork, unity and judicious use of energy – all values that are shared by Banca Mediolanum and its mission as a company. The Bank has sponsored the Giro d'Italia since 2003, and has been witness to the many successes that this event has enjoyed over the last 10 years, thanks to the participation of some of the biggest names in the world of cycling, who have contributed to the increasingly rich experience that this prestigious cycling event offers spectators. The event provides a multitude of entertaining and informative activities for the public at large, with a range of opportunities for Bank representatives to meet thousands of customers at dedicated dinners and events along the stages of the race route, including amateur races and reception areas at the start and finish of every stage. Moreover, a number of initiatives were organised as part of the Giro d'Italia to promote the "Un nido per ogni Bambino" initiative, supported by the Aiutare i Bambini Foundation NPO. Over 4,500 people participated in the events organised by Family Bankers® together with the Mediolanum Foundation NPO, and a significant amount of money was raised: €34,005 to be precise. Local Events The sponsorship initiatives organised by the Bank are not limited to events on a national scale, but are also carried out at local level (e.g. fairs, festivals, conferences, sporting events, exhibitions): the Family Bankers® identify key opportunities for meeting with both current and prospective customers. In 2014, 10,238 events were held at local level, with more than 460,000 participants, a 26% increase over last year (2013 saw 8,136 events held, with a total of 460,000 participants). To promote these initiatives in high traffic public areas, an indoor booth equipped with touch screen monitors where staff provided a practical demonstration of the multi-channel integrated bank model was placed in busy shopping centres and trade fairs. In 2014, four InMediolanum display areas were set up in 66 shopping malls across Italy. Mediolanum Personal Marketing Mediolanum Personal Marketing, the automated marketing interface that enables the sales network to send marketing communications to both current and prospective customers saw a considerable increase in support activities for Banca Mediolanum S.p.A. financial advisors over the course of 2014 – further confirmation of the effectiveness of this tool in acquiring new customers and promoting loyalty in existing customers. The 2014 figures were as follows:
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