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Training: Customer Retention - London

Training: Customer Retention - London

Plan and implement successful online and offline customer retention strategies that nurture and improve customer loyalty, and increase ROI for your business.

You will learn to:

  • Understand the real nature of customer loyalty and the true meaning and application of CRM
  • Understand how your customers interact, use and buy (or not) from your brand
  • Use analytical methods to measure customer retention and loyalty
  • Plan and target a customer contact strategy, using online and offline communications
  • Implement and evaluate the success of your customer retention strategy

Martin Chillcott F IDM

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

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, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 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 BEC and Together Agency and the Data Practice, Radar.

Programme: (1 day course)

Understanding your Customer

  • Defining customer retention and ‘loyalty’
  • Understanding the customer journey and defining the customer DNA through research and data

Measuring Loyalty

  • Analytical methods to measure and evaluate customer retention and loyalty
  • Analysing the value, relevance and cost of loyalty schemes for optimum ROI

Planning your strategy

  • Planning contact strategies through the customer lifecycle
  • Workshop: planning contact strategies through the customer lifecycle

The importance of data

  • 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

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