| Date: 18 & 19 June 2012 Trainer: Moira Clarke Location: CIIM Building, Nicosia
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Overview
In today’s highly competitive and diverse market, Managers must be able to decide what are the customer relationship initiatives, in their market, that will deliver genuine competitive advantage? They must appreciate how customer relationships are an organisation-wide issue and know how to engage every employee in customer-centric thinking.
The seminar will help participants understand how best to communicate with their customers in a high speed, agility marketplace where customers now dictate the rules of engagement. Participants will have the opportunity to learn from worldwide leading edge best practice. By understanding how others manage and make the most of the customer interface, participants can assess what can be adapted to their industry, where they can achieve a competitive advantage as well as assist in avoiding unnecessary mistakes.
Objectives
- Understand the key foundations for a successful customer management strategy
- Understand the particular type of customer management that is appropriate for the business
- Be brought up to speed on the latest tools and techniques involved in strategic customer management
- Learn how to use new approaches to creatively segment customers so that they can be served more effectively - both now and in the future
- Learn how to assess customer profitability and life time value of the chosen customer segments
- Learn how to action customer insight to develop sustainable competitive advantage – what is the perfect on-line and off-line customer experience?
- Understand how social networking tools can be used for collaboration, innovation and commercialisation
- Be given practical guidelines for implementing successful customer management strategies to improve the customers’ experience that will lead to better satisfaction ratings and improved profitability
- Know how to formulate and develop more effective initiatives in customer service excellence in line with the requirements of the market in which you operate
- Appreciate the importance of organisational climate and culture in successfully managing internal and external customer relationships including the critical linkages between employee behaviour and customer satisfaction and retention.
Audience
The seminar is for managers and executives who are involved in customer management, customer service, marketing, IT and operations functions within service oriented businesses, such as banks, airlines, insurance, information technology, telecommunications, transportation, travel & hospitality, distribution, health care, etc. Furthermore, it will also be relevant to managers from other functional activities who wish to gain a greater understanding of how Customer Management works.
Content
Key Concepts in Customer Management
- Understanding the 21st Century Customer
- What is the Perfect Online and Offline Customer Experience?
- Customer Management Strategy Framework
- Have you got the Conditions Necessary for Success?
- Company Orientations
- Why is Customer Management strategically important?
- What type of Customer Management is Right for your Business
- Understanding Six Market Models
Managing Social Media for Competitive Advantage
- Understanding how to Communicate with Customers
- How Social Media can be used for Innovation, Collaboration and Commercialisation
Managing Multi-channel Relationships: a Business Goldmine
- Multi-channel Integration
- Combining Channels to \Create Win-wins
- Forming a Multi-channel Strategy
- Channel Chain Analysis Exercise
Customer Segmentation
- The Importance of Creative Segmentation
- How to Segment your Market
- The Role of Targeting and Positioning
Building Climate & Culture: Developing People Capabilities
- Assess your Organisational Climate
- The Importance of Engaging People
- Understanding the Relationship between Organisational Climate and Customer Retention
Developing Marketing Capabilities – Managing for Value
- Assessing Customer Attractiveness and Profitability
- Understanding Customer retention Economics
- Managing Improvement in Customer Retention
- Developing a Customer Retention Strategy
The 4 Sub-Processes of Customer Management
- Data Collection and Customer Insight
- Data Analysis and Value Identification
- Customising the offer
Implementing Customer Management Strategy
- Monitoring Feedback and Control
Faculty: Moira Clark
Moira Clark is Professor of Strategic Marketing at Henley Business School as well as Director of Enterprise & Applied Research Centres which include: The Henley Centre for Customer Management, The Knowledge Management Forum, The John Madejski Centre for Reputation and Relationships, and The Henley Centre for Sustainable Enterprise. She also serves as a consultant to a number of leading UK and European companies. Her major area of research and consulting is in Customer Management, Customer Retention and Internal Marketing.
Moira has worked extensively in the area of culture and climate, its impact on retention and loyalty and the critical linkages between employee behaviour and customer retention. She has published widely on this subject and is co-author of Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation. Moira is also a judge for the prestigious UK Customer Experience Awards. Her book 'Business Success through Service Excellence' examines the crucial factors needed to achieve and maintain service excellence. She is a frequent keynote speaker at many public and in- company seminars and conferences around the world. Moira joined Henley in 2005 from Cranfield School of Management. Prior to joining academia, she was an international marketing consultant based in Munich where she was involved with a wide range of industries including service industries, consumer and industrial goods manufacturers. She has also worked as a marketing director for an international health food manufacturer and as a marketing manager for the toiletries subsidiary of Dunhill International.
Fees and General Information
- €690 without HRDA subsidy
- €424 with HRDA subsidy
Fees include tuition, educational materials, coffee breaks and meals.
Due to CIIMs non-profit status NO VAT is charged
