Description
While attracting customers is fundamental to all growing businesses, sustainable business development and profitability will be driven by customer retention. In this course, you will learn how to analyze your customer base to identify and rank your most profitable customers and how to use this information to help plan your sales and marketing strategies to attract and retain customers. You will learn how to use customer journey mapping and value-based marketing to enhance your insights and identify opportunities for increase sales and profitability.
You will learn about the core principles of relationship marketing and key account management, and explores techniques and tools to build these capabilities in your organization. Finally, you will learn about the value and use of customer intelligence (CRM) to support sustainable growth.
COURSE DETAILS
- Suitable For: Middle Managers and Marketing Professionals
- CPD Credits: 20 Hours
- Access: 3 months
- Certification: Download your CPD Certificate on completion
- Additional Resources: Download Learners manual, additional articles and worksheets
COURSE CONTENT
This courses comprises the following lessons:
Lesson 1 – Getting Started
SECTION 1: UNDERSTANDING CONSUMER BEHAVIOUR
Video – The Importance of Customer Retention
Lesson 2 – Understanding Consumer Behaviour
Video – The Buyer decision Process
Lesson 3 – Using Consumer Data
Lesson 4 – The Importance of Customer Loyalty
Video – How to Improve Customer Retention
Lesson 5 – Knowing your products and services
Attract and Retain Customers – Quiz 1
SECTION 2: KNOWING YOUR CUSTOMERS
Lesson 6 – Knowing your Customers
Lesson 7 – The Customer Journey
Video – Customer Journey Map Example
Lesson 8 – Customer Profitability Analysis
Video – Increasing Customer Profitability
Lesson 9 – Customer Segmentation
Attract and Retain Customers – Quiz 2
SECTION 3: MARKETING AND CUSTOMER MANAGEMENT
Lesson 10 – Relationship Marketing
Video – Transactional versus Relational Customers
Lesson 11 – Key Account Management
Video – What is Key Account Management?
Lesson 12 – Lifecycle Marketing
Attract and Retain Customers – Quiz 3
Lesson13 – Wrapping-up
Attract and Retain Customers – Quiz 4
Attract and Retain Customers – Course Evaluation
CERTIFICATION: DOWNLOAD YOUR CPD CERTIFICATE ON COMPLETION
