About this course
Focuses on growing and keeping a profitable customer base. Delegates analyse the existing base by value and potential, plan customer acquisition, set up key account management, design retention and loyalty measures, identify cross-selling and up-selling opportunities, spot early signs of customer loss, and use simple customer records and reports to track growth and churn over time.
Why this course
Winning a new customer often costs more than keeping an existing one, yet many organisations focus on acquisition and neglect retention. A planned approach to the customer base protects revenue, identifies the most valuable accounts and reduces losses to competitors.
What delegates will be able to do
By the end of the course, delegates will be able to
- Segment a customer base by value, potential and risk of loss
- Prepare an acquisition plan for a target customer group
- Develop a key account plan for a major client
- Design retention measures that respond to early warning signs of churn
- Track customer growth, retention and churn using simple reports
Who should attend
Sales and marketing managers, account managers, business development officers and SME owners, as well as commercial staff at utilities and state-owned enterprises who manage customer accounts.
How it is delivered
Practical sessions with customer data exercises in Excel, case studies and group work on delegates' own customer portfolios. It is available as a public course, in-house at your premises, or as live virtual sessions. Duration and dates are confirmed in your quote, and in-house groups can have the examples and exercises fitted to their organisation.