Customer Retention for Profit

Winning new customers is important… but retaining them is critical to the financial health of your business. And as it costs considerably less to retain a customer than it does to win a new one, focusing on your retention strategy makes perfect business sense.

In just two days we’ll show you how to develop a solid retention strategy, based on the value of the customer, and integrate it into your long term business planning. You’ll also have the opportunity to learn about practical ways to utilise data profiling, customer segmentation and the creation of emotional bonds to create increasingly productive retention communications.

The course is delivered by a number of practitioners regarded as among the direct and digital marketing’s elite. With the benefit of their considerable experience, they will show you how to develop retention strategies and employ retention tactics that will help you and your organisation to maximise ROI opportunities regardless of the current market conditions.

Who should attend Customer Retention for Profit?

Anyone with responsibility for determining or allocating the customer retention budget, particularly:

• Customer retention managers
• Direct and interactive marketing managers
• Marketing and data analysts
• Agency account handlers

Although there are transferrable skills across B2C and B2B, this is predominantly a B2C course.

How will I benefit from this training course?

Delegates will be able to put together a solid retention strategy that’s guaranteed to improve the return from your retention spend.

Free book for all delegates

Scoring Points by Clive Humby & Terry Hunt.
Scoring Points- How Tesco is Winning Customer Loyalty is one of the seminal marketing stories of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company wide commitment to customer satisfaction. It is an inspirational read for anyone in business.

Outline Programme for Customer Retention for Profit

Putting customers at the heart of the business

• Redefining customer loyalty and retention in today’s marketplace
• Understanding the challenges and why satisfied customers are not enough
• Examining the “R” in CRM and looking at the consumer view
• Understanding the nature of loyalty in order to drive behavioural change
• Key considerations when planning your retention strategy
• The importance of generating real understanding and consumer insight
• Directing your efforts to where they’ll have most impact
• Marketing campaign or organisation wide strategy
• Key considerations when planning your retention strategy

Using data to improve retention rates

• Why data is an important part of customer retention
• Developing a better understanding of customers through profiling
• How segmentation can help determine retention strategies
• Targeting for retention
• How to use statistical modelling to identify who best to target
• How statistical methods can be used to assist retention rates in the real world
• How to identify and save customers on the brink of defection
• Case study to show how we helped a health club chain to boost retention

The customer experience

• How to deliver a branded customer experience
• Looking at customer perceptions
• The role of the telephone in customer retention and building loyalty
• The influence of the telephone on propensity to purchase
• How to develop your voice communication strategy

Developing loyalty programmes

• What you can expect a loyalty programme to achieve and what it cannot
• Different types of Loyalty programmes
• Multi retailer Loyalty schemes
• Setting goals and measuring success
• Getting the right type of rewards for the right customers
• How to plan and implement successfully

Developing effective communications and building an emotional bond

• Establishing a Brand Idea that will project a consistent message
• Finding the right consistent tone of voice with which to address your customers
• Communicating the Brand Idea to your most important audience - your company employees
• Selecting the right media for your communications - and constantly testing
• Developing relevant propositions, offers and incentives
• Applying your message to other channels

Exploiting digital channels to retain and grow customers

• The digital landscape and how to stay ahead of the game
• How to get Permission from your customers
• Turning customers into online advocates and ambassadors
• Using your website, email and social media to increase retention and LTV
• Exploiting the power and reach of the Internet to always be in touch
• Case studies on b2c and b2b brands in action

Avoiding CRM technology disasters

• What are we actually trying to achieve?
• Who’s managing who?
• How fast and how far can we/should we go?
• How do we know we’ve got the right technology?
• How different from everyone else are we really?
• Whose support do I need?
• A final word about CRM Technology suppliers

The snakes and ladders of retention marketing – Lorien Unique

Drawing on six recent real life case-studies, from the B2C, B2B and not for profit markets Chris James from Lorien Unique will highlight examples of retention campaign success and failure and discuss the symptoms of failure and the root causes. This fast paced session will examine the importance of defining a robust initial strategy behind your retention campaign and the preparation, execution and analysis behind some of the most successful. When you return to your office you will be able to spot the snakes and the ladders for yourselves. Each delegate will leave with 10 clear principals that they can use as a quick start guide for a new retention programme or as a health check of an existing programme.

Training course tutor

Martin Chillcott F IDM is your Customer Retention for Profit training course tutor. Martin has been in marketing for over 25 years and has been responsible for the development of many successful customer retention strategies across a wide range of businesses. Over past 6 years he has worked as an independent consultant, ‘Hotchilly’, either working directly with clients or retained to work with the clients of leading direct marketing and integrated agencies.

Clients have included BskyB, National Trust, Nectar, Rough Guides, Alton Towers/Tussauds Group, Liberty store, Vision Express, Barclays, Derbyshire Building Society, UIA Insurance, Dunelm Mill, Streetcar and Peterborough Utd.

Prior to Hotchilly, he gained over 20 years’ client side marketing experience, including director level marketing roles in the UK, Europe and Canada/USA with American Express, Thomas Cook, M&G , Air Miles, Time Life and Budget Insurance. Has also led major customer strategy projects in Hong Kong, Australia and New Zealand.

Guest speakers

Steve Harrison Hon F IDM. Over the past 15 years, Steve has won far more awards than any other UK creative director. In that time he has been both European Creative Director at OgilvyOne and Worldwide Creative Director at Wunderman. In between he established his own agency, HTW, as the industry benchmark for creative excellence. As Campaign magazine concluded, he is "the greatest DM creative of this generation." Steve is also a training course tutor for the IDM's Briefing and Evaluating Creative Work training course.

Steve Kemish F IDM, Director at data & digital marketing specialists, Cyance, has over twelve years of experience in digital marketing, both client-side and agency. He and his team work with clients to help them realise the potential of digital marketing and to help deliver results.

Passionate about using marketing principles to get the most out of the technology, when not with clients he is to be found speaking on the subject throughout the world on behalf of Adestra and the Institute of Direct Marketing, for whom he has lectured since 2004. Steve has worked with many brands on digital marketing, including: npower, Skype, ITV, Help the Aged, Oracle, Cisco & British Airways.

Stephen Jacobs works as a freelance consultant and interim manager. He has spent 20 years working in the call centre industry as supplier, client and consultant. In the last 6 years he has been Interim Ops Director for Tiscali; run directexcellence, a specialist research agency; project managed a transformation programme for Powergen and completed consultancy projects for Microsoft and TNS amongst others. Prior to that Stephen was MD of Calcom Group, ran call centre consultancies at OgilvyOne and WWAV Rapp Collins and worked at Decisions Group (now part of SITEL).

David Bottomley has been running his own analytics company since 1999 and has extensive experience of building statistical models within a direct marketing context. His speciality is utilising statistical methodologies to help clients develop a greater understanding of their customers' behaviours and motivations and to refine their direct marketing targeting and communications programmes. His recent clients include UIA, UPS, Acquity, British Heart Foundation & HSL. A psychologist by training, David obtained his PhD in Applied Psychology in 1992 and – prior to setting up his consultancy – held a number of academic and governmental posts.

Chris James Chris is Client Services Director for Lorien Unique. He has had a career in the direct marketing industry for almost 20 years and has worked client side in the UK, Sweden and the USA for companies that include Lloyds TSB, Cap Gemini, Thomson Reuters and Reed Elsevier. Chris's experience covers both B2B and B2C sectors and he has planned and executed campaigns in Asia, Europe, the Middle East and North America. Since June 2008, Chris has been Client Services Director at Lorien Unique and has been working with brands such as Blackberry, Ford and Jaguar and he has overseen the short listing of Lorien Unique for a total of 14 industry awards this year.

Chris is passionate about the industry. From 2006 to 2008 he was Exhibition Director of the challenging International Direct Marketing Fair and has been a member of the IDM for eight years.

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