Training Course Outlines:

Over two days we address:
Understanding your customer metrics, research and other data
- Using the right metrics to understand customer behaviour
- Which metrics help you understand the impact of retention on profit
- Developing a key set of metrics using reports, research and other data inputs

Campaign interventions - managing times of high risk or high opportunity
- Understanding your customer's journey and mapping the customer life-cycle
- Identifying "heat spots" that drive a breakdown in the relationship
- Developing campaigns which minimise risk and maximise opportunities
- Strategies for re-commitment and recovery or save programs

Planned communication to match the customer's lifecycle
- Developing effective communication at key points in the customer's lifecycle
- Understanding when and how to drive up-sell and cross-sell

Essential elements of successful communication
- Effective language and style for retention success
- How to use segmentation to drive better results

Media choice
- When and how to use a variety of communication mediums
- How to get different mediums working together to provide better results
- What social media is appropriate, when to use it and how

Drivers of Brand and their impact on customer retention
- Understanding the brand dynamics and how to work with the brand to build a more successful retention program

Loyalty programs
- Developing loyalty strategies that keep customers and don't damage profit
- Identifying the elements of a good loyalty scheme
- When to change or kill off a program

Who to target and how much to offer
- Retention programs should never be a one size fit all
- Understanding customers segment: profitable customers, those you can afford to lose and those you have an opportunity to grow
- Tailoring offers to suit different segments and drive greater profit for your organisation

The key things you need in your toolkit to be effective
- Making the most of the technology you have to maximise campaign effectiveness
- Identifying and building a roadmap of essential technology for the future

Training Course Outcomes:

By the end of this course you will understand how to use data and the correct metrics to develop a customer retention strategy, know whether a loyalty scheme will work, design one to suit your business and combine targeting, segmentation, trigger marketing, messaging and offer strategies to deliver the greatest impact on your bottom line.

Course Accreditations:

Course Prerequisites:

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