Customer Retention Strategy

Level

Customer Retention Strategy

The IDM
Logo The IDM

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Description

In challenging times, with pressures on marketing budgets, it becomes even more important to reduce customer churn and increase loyalty and value from the customers you’ve already invested in attracting. This course, packed full of practical examples, will challenge some of the existing orthodoxies around customer relationship management (CRM) and provide a 'no holds barred' view of customer retention in practice, with lessons that can be directly applied to your brand.

Benefits to you and your employer

Benefits to you:

You will learn to:

  • Understand the real nature of customer loyalty and the true meaning and application of CRM
  • Understand how your customer interacts, uses and buys (or not)…

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Didn't find what you were looking for? See also: Relationship Management, Strategy, General Management, Persuasion & Influencing, and Retail (Management).

In challenging times, with pressures on marketing budgets, it becomes even more important to reduce customer churn and increase loyalty and value from the customers you’ve already invested in attracting. This course, packed full of practical examples, will challenge some of the existing orthodoxies around customer relationship management (CRM) and provide a 'no holds barred' view of customer retention in practice, with lessons that can be directly applied to your brand.

Benefits to you and your employer

Benefits to you:

You will learn to:

  • Understand the real nature of customer loyalty and the true meaning and application of CRM
  • Understand how your customer interacts, uses and buys (or not) from your brand
  • Use analytical methods to measure customer retention and loyalty
  • Plan and target a customer contact strategy, using the optimum mix of online and offline communications and services
  • Plan, devise, implement and evaluate a profitable customer retention strategy

Benefits to your employer:

You will return to work able to use a range of data analysis techniques to segment customers, enabling a targeted approach to customer service and communication for positive ROI and increased profit. You will be able to develop retention strategies that benefit from an optimum mix of online and offline marketing and customer service, build robust test plans and ensure continual improvement.

Who should attend?

Anyone relatively new to customer retention as part of their role or where the business has grown quickly through acquiring customers. Predominantly B2C marketers (agency or client-side) who plan, direct and execute direct and digital marketing campaigns.

Overview

The day is divided into two parts. The first covers everything you need to know about generating real understanding of the customer and how they consider, buy (and leave) your brand. The second phase enables you to learn the essential techniques for planning and implementing successful retention strategies, including marketing communication, customer service programmes and when (and when not) to consider loyalty programmes.

  • Defining customer retention and ‘loyalty’
  • Understanding the customer journey and defining the customer DNA through research and data
  • Analytical methods to measure and evaluate customer retention and loyalty
  • Analysing the value, relevance and cost of loyalty schemes for optimum ROI
  • Planning contact strategies through the customer lifecycle
  • Brief for workshop session
  • Workshop: planning contact strategies through the customer lifecycle
  • How to use data to customise/personalise website, contact centre and retail interactions
  • Customer retention – making it work in practice
  • Examples from B2C, B2B, Not-For-Profit and public sectors
  • Customer retention checklist and applying back in the real world

Training course tutor

Martin Chillcott F IDM is responsible for the development of successful marketing strategies and customer communications across a range of businesses, driven by a common sense approach and ability to identify powerful customer insights and opportunity for profit. He is acknowledged as an expert in customer retention. He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G and Air Miles. He has led major customer strategy projects in Hong Kong, Australia and New Zealand. Nine years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies such as BEC, Together and Radar.

Delegate testimonials

"The course was packed full of great real-life examples to illustrate the theory. I've taken away some great tips and tools to help improve retention strategies within my role. Martin is a fantastic and engaging speaker and the day just flew by. It's great to listen and learn from Martin's many years of experience which was all delivered in a passionate and enthusiastic way. It was also great that Martin was able to apply some of the teaching and examples to the relevant companies in the room. Brilliant course - thanks!"

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