We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

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

Course availability 

start location member non-member places left
Central London £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information


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.


Martin Chillcott F IDM

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.


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

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

Great practical one day course that can easily be incorporated back into the 'real world'

Natalie Griffiths,
Director, Natalie Griffiths Associates

Train Your Team

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

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

share on