Developing and using a customer database to successfully manage, acquire and retain customers


Vesna Kuzmanovic, 27-28.4.2011, M6 Educational Centre

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Workshop overview

Loyal customers represent valuable capital for companies - but unfortunately they are not a stable asset. Ever-fiercer competition, growing quality awareness, combined with increasing price sensitivity is a constant test of customer loyalty. The cost of gaining new customers is many times higher than the cost of keeping them - as the expense of maintaining customer loyalty appears increasingly as a worthwhile investment.
This workshop will address the best practices that a company can use in order to match its products and services to customers’ expectations, hence exercising a decisive influence on both current and future buying behaviour and solidifying its customer retention, as a necessary pre-requisite for a company’s long-term success.

Who Should Attend

· Sales and Marketing Mid and Line Managers

How will you benefit?

This workshop will help you address the following issues:
· How strong is your customers’ loyalty - especially in comparison with your competitors?
· What are the key factors that affect high customer loyalty?
· Which customers stay with the company voluntarily; and which ones stay because their freedom to decide is limited?
· What measures can we use to increase the loyalty of different consumer groups?

Day 1 (27, April, 2011)

11:00 Registration and Coffee

11:30 – 13:00 Module 1:
· A Specify expectations, requirements, and study design – why is important to measure customer retention index?
· B Measure customer satisfaction and loyalty – general overview – how should customer retention index be measured? Why satisfaction is not enough? Why customers become more and more demanding?
· C (Case Study/Interactive Exercise)- developing your own questionnaire for Customer satisfaction

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2:
· A – 1st phase – What are the crucial components for customer satisfaction and retention index
· B – 2nd phase - Best practices in measuring customer satisfaction
· C (Case Study/Interactive Exercise ) – Explore the concepts for Customer satisfaction for specific industries(appointed by moderator)

Day 2 (28, April, 2011)

11:00 Registration and Coffee

11:30 – 13:00 Module 3:
· A – 3rd phase – Statistical analysis used for calculation of Customer Satisfaction and retention indexes: KDA Analysis, Correlation, Correspondence analysis, etc
· B – 4th phase – Implementing the Customer satisfaction index into the corporate structure and implementing actionable customer retention strategies
· C (Case Study/Interactive Exercise ) – Presenting results of real Customer satisfaction studies and developing an Action plan based on results

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 4:
· A – Benchmarking – using specific trade-marked tools
· B – Closing the session – Q&A
· C (Case Study/Interactive Exercise ) – What after the Customer satisfaction studies? - developing a timeline for future activities and additional measurement

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Vesna Kuzmanovic
Ms. Kuzmanovic is the owner and Managing Director of STRATUM R&D. She has more than 15 years experience in the field of marketing and marketing research (experience in Idea Plus DDB, BBDO Ovation, founder and director of STRATUM Research, which in 2007 was bought by GFK).
She has served as Team leader in more than 100 Customer loyalty research projects in the FMCG and Service sectors, NGOs, Government, World bank, USAID, IFC etc. She also has great experience working with Fortune500 companies, multinational companies as well as local companies in all industries (FMCG, chemical, pharmaceutical, telecommunications, financial sector, tourism, etc.).
Ms. Kuzmanovic is Certified Psychologist, and MA in Psychology of Art and Communication. She holds an MBA from Sheffield University and she is a PhD student at the University of Belgrade in Innovation Management.
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