- “Customer Champions are responsible for your most vital assets, your customers. Their role is to optimise operational activity to improve the creation and delivery of customer value.
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CRM Audit
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workshops (6-10)
| Workshop 6 – Creating Brand Value & Loyalty |
Key elements include:
- Value of Branding.
- Description of loyalty.
- Developing bonds.
- Building Customer commitment.
- Putting context to retention and loyalty.
- Types of loyalty and their benefits.
- Downside of loyalty.
- Indicators of defections.
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| Workshop 7 – Customer Acquisition |
Key elements include:
- Types of new Customers.
- Problems identifying new Customers.
- Issues with approaching Customers.
- Targeting based on value.
- Prospecting.
- Economics and metrics of acquisition.
- Customer Acquisition Plan.
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| Workshop 8 – Customer Retention & Development |
Key elements include:
- Measuring Customer retention.
- Economics and metrics of retention.
- Satisfaction Profit Chain.
- Strategies for retention.
- Customer Delight and Expectations.
- Loyalty Programmes.
- Strategies for sacking Customers.
- Service recovery and complaints handling.
- Cross & Vertical selling.
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| Workshop 9 – Technology and Customer Management |
Key elements include:
- Supporting the drive for automation.
- Features and benefits of CRM solutions.
- Contact Management.
- Opportunity Management.
- Business Development Automation.
- Marketing Automation.
- Factors when choosing a CRM Solution.
- Getting a solution adopted.
- Why implementations fail.
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| Workshop 10 – How to Support a Customer Management Approach |
Key elements include:
- Customer Segmentation, Valuation and Portfolio Analysis.
- Developing Customer Intimacy and Understanding Value.
- Understanding Business Networks and Creating Value for Customers.
- Why people are important and their role.
- Creating a Customer Centric Culture and the Importance of Leadership.
- The importance of high quality Customer data.
- Why strategy before structure.
- Assessing business processes.
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