Relationship Marketing I

Course ID
Course Name
Type
Register
DMF0314Relationship Marketing IOn-DemandRegister
  • Overview

    This tough economy has only heightened customer’s demands for relevance and value. Join industry thought leader and recent Marketing Hall of Fame inductee, Ernan Roman online for this new training designed to teach you the powerful 4 Step Relationship Marketing Process. You will learn proven strategies and tactics for achieving double-digit increases in customer engagement and revenue. Companies such as IBM, NBC Universal, Microsoft, HMS National, Life Line Screening, and Songza.com have achieved 10% – 35% increases in sales using this process.

    You will receive detailed guidelines to help implement these proven best practices. In-depth case studies will illustrate how B-to-B and B-to-C leaders like Microsoft, Threadless, Life Line Screening, and HMS National achieved double-digit increases in response and revenue in this tough economy.

    In addition, new Voice of Customer research findings regarding social media and multichannel best practices will be provided.

    Topics

    • How to use Voice of Customer (VOC) Research to Drive Your Relationship Strategies
    • How to Create Powerful Opt-in Databases with Customer’s Self-Profiled Information
    • Understand What Information is Appropriate and Not Appropriate to as In Opt-In
    • Learn What Motivates Customers to Opt-In
    • Understand how to Pre-test Messaging and Offer in VoC Research

    Duration
    Approximately 90 minutes – self paced

    Price
    Member – $189
    Non-member – $219

    Register

  • Download Outline

    Module Objectives
    After completing this module, you will have an in-depth understanding of the following 2 Steps in the 4 Step Relationship Marketing Process:

    Step I: How to Use Voice of Customer (VOC) Research to Drive Your Relationship
    Strategies

    • Ensure that your social media, multichannel and opt-in relationship strategies are truly driven by the needs of your customers.

    Step II: Create Powerful Opt-In Databases with Customer’s Self-Profiled Information

    • Learn what motivates customers to opt-in and self-profile their preferences.

    Module Outline
    Step I: How to Use Voice of Customer (VOC) Research to Drive Your Relationship Strategies

    • Ensure that your social media, multichannel, and opt-in relationship strategies are truly driven by the needs of your customers
    • Voice of customer-driven value propositions, media mix and messages
    • How to design your VOC relationship research
    • Defining your research objectives and strategies
    • Understand how to pre-test messaging and offers in VOC research
    • Key questions you need to ask
    • Specialized questions specific to online and social media marketing
    • Who you must include in the research
    • Developing effective voice-of-customer driven strategies based on VOC learnings
    • Case study: Life Line Screening

    Step II: Create Powerful Opt-In Databases with Customer’s Self-Profiled Information

    • Differences between opt-in and “permission” marketing
    • How to develop effective strategies for your opt-in programs
    • How to create a uniquely accurate opt-in database to drive your relationship marketing
    • Learn what motivates customers to opt-in and self-profile their preferences
    • Understand what information is appropriate and not appropriate to ask
    • Learn how to deepen opt-in relationships over time
    • Case study: Microsoft