Business owners (marketing managers, product managers, customer base managers) and their teams; customer insights professionals.
The course follows the customer life cycle from acquiring new customers, managing the existing customers for profitability, retaining good customers, and finally understanding which customers are leaving us and why. We will be working with real (if anonymous) data from a variety of industries including telecommunications, insurance, media, and high tech.
Instructor-led training over the course of five half-day sessions with in-class exercises as well as homework. It can be delivered as a classroom or distance (online) course.
Our focus is direct marketing so we will not look at advertising campaigns but instead focus on understanding marketing campaigns (e.g. direct mail). This is the foundation for almost everything else in the course. We look at measuring and improving campaign effectiveness. including:
1. Cross-selling and up-selling: Offering the right product or service to the customer at the right time.
2. Customer segmentation: Understanding the types of customers that you have.
Understanding which customers are likely to leave and what you can do about it is key to profitability in many industries, especially where there are repeat purchases or subscriptions. We look at propensity to churn models, including
Customers will leave you – that is a fact of life. What is important is to understand who are leaving and why. Is it low value customers who are leaving or is it your best customers? Are they leaving to competitors or because they no longer need your products and services? Topics include:
Im więcej zgłaszasz uczestników, tym większe oszczędności. Tabela przedstawia cenę za uczestnika w zależności od liczby zgłaszanych osób i służy jedynie to zilustrowania przykładowych cen. Aktualna oferta dotycząca szkolenie może być inna.
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