Managing your Customers for Extra Profit
Lead your organisation along a proven path to increased profitability through effective and efficient customer management. An invitation to two very special days with two leading industry experts to show you – first hand – how to identify the opportunities to increase revenue, and reduce costs in your customer management operations, often in remarkably short timescales.
Multiple booking discount
When booking a place, save an extra £100 per place for each additional booking you make.
Hear directly from the course leaders
Find out more about the new programme direct from the course leaders; includes key benefits and case studies »
Course feedback
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“Great speakers, high calibre and good debate among delegates - this course has helped me structure and provide greater clarity to the customer management process.”
Sarah Hemming, Marketing Director AB Agri
“An excellent course if you want to implement change management and increase profit margin of your organisation”.
Noorulain Malik, Assistant Manager, Mobility KSA
"Neil and Andy's knowledge, interest in the subject and passion for the subject engaged the audience very well.”
Zhuman Zamiri, Consultant, CallCredit
Top ten course take aways….
Two days with our experts will show you how to:
- build the business case for investing in customer management
- benchmark your business against the competition
- articulate your vision of the future and create customer-led propositions
- define what your vision will feel like to your customers
- reduce costs (up to 35%) without losing business
- develop business-led prioritisation to deliver benefits fast
- engage associates and channel partners
- manage a programme of change
- test and learn what works with little fish
- develop an effective dashboard to track progress
How will your business benefit?
The course will help your business to:
- identify new opportunities for profit improvement in managing your customers
- streamline your customers’ organisation
- design innovative and effective change programmes
- manage the change and ensure all stakeholders are engaged
- track the activities and benefits against the programme plan and business case
Guarantee of quality
“If you don’t find this programme inspires you with new ideas and new techniques and processes to manage your customers more profitability, then we’ll give you your course fee back – no quibbles - so confident are we in the superb quality and depth of the content and our expert tutors.” Professor Derek Holder, Managing Director, IDM
Who should attend?
If you are a middle to senior manager involved in strategic marketing (client or agency side), customer relationship management, data analysis, programme change or financial management involved in customer investment – such as head of marketing, account manager, account director, new business, customer retention manager, digital or online marketing manager, product or retention manager, web or customer source manager, CRM manager and loyalty programme manager this course is for you.
The course is ideal for businesses operating in both B2B and B2C, either single or multi-channel and selling direct or through intermediaries. Your business should have the ability to access sales transaction data either directly or via third parties.
Videos of course leaders
Why attend?
Case studies
Five pillars of customer management
Interactive course outline
Identifying and scaling the opportunity
Calculate the financial opportunity by using easily available information and insight. Assess where your organisation is now and discover how to engage, convince and align the board.
- Using information and insight easily available to you
- Working out where the financial opportunity is
- Scaling the opportunity
- Customer sales behaviour ; acquisition, retention, penetration and efficiency
- Customer attitude
- Management audit – working out where we are now
- Cost of failure
- 'Line of sight' KPIs
- Customer complaints
- Product profitability
- Employee and partner feedback
- Benchmarking
- ROI modelling and scenario planning
- The importance of ‘outcomes’ based planning
- Early prioritisation
- The business case (phase 1 - indicative)
- Engaging, convincing and aligning the board
Planning to change
Determining where you want to be, developing a programme plan, understanding the power of people and refining your business case.
- Developing where you want to be; ‘the desired state’
- Co-creation and collaboration; with associates, customers, partners
- Developing customer propositions
- Customer proposition Comb diagram / transaction mirror
- The five fundamentals are winning front line engagement
- Developing a programme plan – phase 1 – generic plan
- Understanding your ability to change (and the history of corporate failure)
- The power of PEOPLE: The impact of Engagement and commitment
- Business case refinement (phase 2 – final)
- Refining your programme plan (phase 2 – your plan)
- Revisiting line of sight
- Customer journey mapping
Making change happen
How to manage a major change programme; the biggest reasons for failure, test and learn strategies and the importance of effective communication.
- Biggest reasons for failure
- Five pillars of change
- Making time for change; portfolio management
- Programme management
- Cost neutral planning
- Associate and channel partner engagement measurement and strategies (e.g. Games)
- Test and learn strategies: incubator and pilot approaches
- Stakeholder models: communication, communication, communication
Measuring the impact
How to measure the impact of change on sustainable profitability. Learn how to develop a scorecard and assess impact on customers, management, employees and partners.
- Developing a scorecard
- Business case
- Customer behaviour and attitude
- Management audit
- Cost of failure
- 'Line of sight' KPIs
- Customer feedback
- Employee and partner feedback
- Benchmarking
- Data quality and population
Customer Framework clients include...
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“In leading our Client Management Programme, Andy and TCF succeeded in galvanising individuals from functions across the business and fostering a collaborative way of working that we continue to benefit from.”
Richard Bagnall-Smith, Global Director of Marketing, Christie’s
“The speed with which Andy and Neil got to grips with our issues and delivered robust and thought provoking outputs has made a significant contribution to the success of a major transformation programme across the globe. TCF successfully combine breakthrough thinking and action-orientation with great teamwork and they are a critical partner in moving our agenda forward.”
Julian Measey, Global Relationship Marketing Director, Diageo plc
"The journey we undertook with Neil and his company was highly effective in driving out significant business opportunities for Viking Direct and in developing a transformational plan which engaged the whole team. The benefits we have achieved already more than pay for their intervention. I would highly recommend Neil and his colleagues to any business wanting to dramatically improve the way it manages customers."
Richard Carvell, former head of Viking Direct
Free white papers
Identifying and Prioritising Opportunities is the first of two articles from our course tutors describing a very effective method organisations could deploy to develop customer management approaches to better engage customers, and to make additional and sustainable profit for their shareholders.
The second article Making Change Happen provides practical tips that will help customer management practitioners make change happen in their organisations. We first discuss the reasons for failure, before providing a framework that supports successful change planning. Finally, drawing on personal experiences of leading successful change programmes, it provides 10 practical steps to consider in the implementation of successful customer management change initiatives.
Request your free copies now!
Course leaders
Neil Woodcock and Andy Green have based this course upon their hugely successful framework for managing customers more profitably. They have organised their course into four comprehensive learning modules that are packed with fresh ideas, proven techniques, inspiring philosophies and real-world case studies.
Neil Woodcock, Hon F IDM is one of the UK’s most experienced and successful consultants in operating in the field of customer management. An honours graduate, Neil has worked in sales and marketing roles with Mobil Oil (B2B), with Unilever (B2C), and in consultancy with Accenture and McKinsey.
Neil co-founded QCi & CMAT. After QCi was acquired by the WPP group in 2001, he became Chairman of the public sector consultancy WCL. In 2008, Neil became Chairman of The Customer framework, a leading consultancy that helps organisations around the world to manage their customers more profitably. Neil is the author of five books and numerous articles on customer management. He is on the editorial board of several leading journals and is an Honorary Fellow of the IDM.
Andy Green, F IDM is an accomplished Customer Management specialist with over 15 years experience. Having graduated from UCL with an honours degree in Medicinal Chemistry, Andy worked in sales, marketing and general management in the airline and travel sectors before moving to the agency side and then into consultancy, where he specialised in loyalty programmes.
Andy co-founded The Customer Framework in 2007. He is the author of the first multi-retailer loyalty programme in the UK (BAA World Shopping Programme) and has also designed several other customer loyalty programmes. Most recently Andy undertook a two-year contract as Director of Christie’s Client Management Programme where he led the development and global implementation of a value and needs based customer strategy.
If you have any queries, please contact the team on 020 8614 0277 or email training@theidm.com.
