The Essential Elements of Customer Marketing

Course Overview

Customer management and relationship building is key in today’s world. You’ll discover how to coax the greatest value from each and every customer, and explore the essential steps it takes to transform your organization into a customer-centric enterprise.

Course Content

A tried-and-true element of today’s direct marketing is focusing on the needs and wants of the customer. In this course, you’ll learn how to segment your list to achieve the greatest value from each customer, manage relationships with your key customers, and focus on customer needs to achieve maximum loyalty.

What does it mean to be “customer centric?”
• Customers: the real source of business profit
• Quantifying reasons to invest in customer centric management
• Transition to being customer centric
• Customer centric checklist

How profits result from customer equity
• 3drivers of customer equity
• Differentiating 3 customer groups on value

Managing customer lifecycles
• Target
• Acquire
• Convert
• Serve
• Grow
• Retain
• Win-back

Developing successful loyalty and reward programs
• Elements
• Tools
• Point systems
• Measuring success

Managing customer win-back programs
• Strategies
• Segmenting
• Surveys
• Win-back decision map

Learning the role of customer relationship management (CRM)
• Definition
• Does every business need CRM?
• Three factors for CRM
• CRM systems link metrics to data
• Customer scorecards

Applying customer relationship management
• “Future Bank” example