Maximizing consumer value


Gerhard Ortner-Pitzl, 26.05.2011, M6 Educational Centre

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Seminar overview

Managing Customer Value has become one of the key topics of companies over the past years. Based on the “Satisfaction-Profit-Chain” the seminar will guide through the process of managing and maximizing customer value for both, companies with a B2B as well as for companies with a B2C focus.
In addition the seminar will give practical insights in managing and measuring customer satisfaction and loyalty and will also reflect on CRM-systems and the human resources component when managing customers.

Who Should Attend

Customer management is ideally a cross-functional topic in an organization. This seminar is dedicated to all senior managers of companies dealing with customer management from both a strategic and an operative perspective, i.e. Senior Executives, Marketing managers, and Sales managers. Companies are encouraged to send teams of 2-3 participants.

How will you benefit?

· getting valuable practical tips and tricks when doing customer management
· learning from other companies’ best practices
· reflecting the customer management processes within your own company
· receiving a holistic view about customer management
· getting valuable insights in the theory of customer management

11:00 Registration and Coffee

11:30 – 13:00 Module 1:
· Short introduction to the topic / get to know each other / agenda
· The “Satisfaction Profit Chain”
· Customer value vs. valuable customers
· Reading: “the Mismanagement of Customer Loyalty” (Article from the Harvard Business Review) + Introduction to Module 2

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2:
· Measuring Customer Satisfaction and Loyalty: DO’s and DON’T’s
· Case study: Customer Satisfaction and the Hygiene Factor Theory: how does this match?
· The “truth” about CRM
· Reading: “the Hitchhikers Guide to the Galaxy” by Douglas Adams (extract on “deep thought”) + Introduction to Module 3

14:45- 15:30 Snacks and Coffee

15:30 – 17:00 Module 3:
· The HR-component in managing customer value
· A “meta- analysis” on a number of customer satisfaction studies done so far
· Discussion & closing
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Gerhard Ortner-Pitzl
Gerhard Ortner-Pitzl is currently Managing Director of gop-X - Executive Consulting, a spin-off of GfK Austria. Beforehand he worked as a Division Manager at GfK Austria with specific focus on customer satisfaction measurement and management.
Gerhard Ortner-Pitzl has primarily worked for (food-) retailers and FMCG companies so far, always with a clear focus on brand and customer management. He carried out numerous international projects for companies like Coca-Cola Hellenic, Metro Cash & Carry (Metro International and Metro CEE), REWE Austria, Spar/ASPIAG, Red Bull, Philip Morris Intl., Mondi etc.
He has often been a speaker in national and international congresses and conferences on brand and customer management.
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