You will learn to:

  • Understand the real nature of customer loyalty and the true meaning and application of CRM
  • Understand how your customers interact, use and buy (or not) from your brand
  • Use analytical methods to measure customer retention and loyalty
  • Plan and target a customer contact strategy, using online and offline communications
  • Implement and evaluate the success of your customer retention strategy

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
22/07/19 Edinburgh Napier University £510.00 £599.00 25

Course Information

Programme

Understanding your customer

  • Defining customer retention and ‘loyalty’
  • Understanding the customer journey and defining the customer DNA through research and data


Measuring loyalty

  • Analytical methods to measure and evaluate customer retention and loyalty
  • Analysing the value, relevance and cost of loyalty schemes for optimum ROI


Planning your strategy

  • Planning contact strategies through the customer lifecycle
  • Workshop: planning contact strategies through the customer lifecycle


The importance of data

  • How to use data to customise/personalise website, contact centre and retail interactions


Customer retention – making it work in practice

  • Examples from B2C, B2B, Not-For-Profit and public sectors
  • Customer retention checklist and applying back in the real world

Who Should Attend

This course is suitable for anyone relatively new to customer retention as part of their role or where the business has grown quickly through acquiring customers. Predominantly B2C marketers (agency or client-side) who plan, direct and execute direct and digital marketing campaigns.

Enrol onto ‘Customer Retention’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Tutor

Martin Chillcott F IDM, Director, Hotchilly Marketing

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.

Venue

London (W1W 8SS)

Testimonials

Martin lathered us with clear, concise, relevant and informative content. He is a highly experienced and interesting individual.

Kush Thakrar
Global Account Director, Ogilvy One

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

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Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

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