Profitable Customer Retention and WinBack Workshop

Apply hard-working strategies to win back lost customers, save those on the brink of defection and make your company defection-proof.

Get Started – An Introduction to the Powerful Customer Life-Cycle

• The Customer Life-Cycle Concept – what it’s absolutely critical you understand
• A closer look at the vital link between acquisition, retention, loss and recovery
• The often surprising causes of customer risk and loss – and the costly effects
• Can you really save a customer on the brink of defection? Absolutely – here’s how
• Churn management: How to apply the power of predictive churn modeling to identify customers most likely to jump ship

Win Back Lost Customers

• Making profitable win-back decisions – who, what and when
• Lifetime value vs. second lifetime value: How a regained customer may actually mean more ROI
• Using the Customer Loyalty Compass – a disciplined approach to identifying what drives loyalty
• Essential tools for making your company defection-proof
• Providing value to customers you think are “safe” – but really aren’t
• How to put together a customer information system that drives loyalty
• What you need to know to profit from online customer communities
• The important role customer targeting plays in holding on to customers

Involve Your Entire Company

• The importance of creating winback and other customer-focused teams to help execute your plans
• Is there a connection between staff loyalty and customer loyalty?
• 9 best practices for building a company culture that encourages loyalty
• Why it’s nearly impossible to build customer loyalty with a staff that is not loyal and productive
• Today’s most effective save and recovery techniques and processes – win back lost customers fast

Networking Opportunity:
Lunch will be served each day to facilitate networking with your peers.

DAY 2
9:00 A.M. - 3:30 P.M.

Learn cutting-edge tactics for acquiring and retaining profitable customers.

Manage Customer Retention and Satisfaction

• Tangible and intangible performance measurements – when and how to use each
• Don’t react to customer complaints – proactively turn them into loyalty-building tools
• How to use the gap between what customers perceive and what employees think they perceive to improve training, sales, marketing and culture-building
• Common mistakes made when communicating findings
• What does it really take to organize for customer loyalty?

Become a Customer-Centric Organization

• The powerful role the Customer Loyalty Pyramid can play in your organization over the long-term
• What highly successful, commitment-based companies do differently
• The “Seven S” Framework Model for setting and managing direction for your organization – how to use it to impact customer processes
• Tips on using the “Seven S” model to build a customer lifecycle culture and infrastructure
• Why you need to focus on the tangible and measurable Hard S’s of customer loyalty strategy, structure and systems
• How the constantly evolving and changing Soft S’s – customer loyalty staff, style, skills and shared values – impact your organization’s structure and systems
• A game plan for putting customer value concepts into action immediately

Target and Acquire the Best Customers

• Who are your best prospects? Why is it important to correctly target them?
• How to make sure you’re doing the right things to attract the best customers
• How the overall success – or failure – of your efforts depends on identifying and eliminating undesirable prospects
• How to build products and services your best customers want – the key to retention success
• Strategies you can “borrow” from other organizations to build a staff of employees who match customers’ needs
• What is the Casanova Complex? Why must you avoid it at all costs?
• Referrals: How to work harder to get them … starting as early as the acquisition stage
• Turning prospects into first-time buyers – are you on top of what really works?

Slice and Dice Customer Data to Improve Retention

• Don’t fight customer profiles and behavior – how to use current, accurate data to your benefit throughout the life cycle
• Leveraging the power of Customer Divisibility: Core issues to address in understanding and responding to customers’ changing needs