Training Course: Introduction To Customer Retention And Loyalty

Training Course Summary:

Outline: No marketing is more cost effective than that which nurtures successful relationships with your customers. This course uses a highly practical, hands on approach to discuss the issues involved in customer loyalty and retention. It is designed for anyone with responsibility for developing profitable customer relationships. Using facilitative team exercises, the course will be informative, stimulating and thought-provoking. Delegates will leave knowing how to plan and implement a loyalty and retention programme for their own organisation.

Who should attend? Marketers with a remit to increase the contribution of existing and new customers.

Course Objectives:
How to move customers up and down the loyalty ladder
How to increase your frequency and average spend
How to devise and implement retention and loyalty strategies
Pitfalls of loyalty schemes
What you have to lose!
Course Overview:
The loyalty ladder
Integrating customer retention into long-term planning
Managing one-to-few customer relationships
Using collected and voluntary information
The multi-channel customer
Customer profiling and segmentation
Loyalty and retention programmes
Building your own loyalty scheme
Recruiting members
Benchmarking
Lifetime value and how this can be used to improve customer retention
The impact of retention on your bottom line
Exploiting on-line and off-line opportunities
Customer tracking software
Case studies: - including international award winning 'Vernon's Pools' studying the effect retention had on cash flow and profitibility
Pros and cons of points programmes and loyalty schemes
Sample recruitment and re-activation communications