Get Better Business Results from all the Stages of Your Customer Lifecycle

Course Overview

Probably everyone working in the areas of customer satisfaction, loyalty, and retention is all too familiar with the fact that it costs a lot more to gain a new customer than it does to keep acurrent one, particularly if the current customer is profitable. Hundreds of studies and researchreports have established beyond a doubt that it is far easier, more cost-effective, and muchmore beneficial in the long run for companies to work toward preserving their customer base aswell as attracting new customers.

Customer retention has a direct impact on profitability. Research by John Fleming and Jim Asplund indicates that engaged customers generate 1.7 times more revenue than normalcustomers do, while having engaged employees and engaged customers returns a revenue gainof 3.4 times the norm.1 A company’s ability to attract and retain new customers is not onlyrelated to its product or services, but strongly related to the way it services its existingcustomers and the reputation it creates within and across the marketplace.

Course Objectives


  1. Establish customer retention as a major corporate objective
  2. Achieve the objective by the development of an effective retention strategy
  3. Develop implementation tactics to operationalize an enterprise-wide strategic customer retention process
  4. Link the outcomes of the retention process with other key processes to ensure that internal process metrics are fully aligned with external customer requirements for retention
  5. Align employee perceptions with customer requirements beyond the usual Human Resources employee satisfaction surveys
  6. Manage the process to effectively balance internal process performance metrics with external customer retention requirements

Course Content

  1. Creating a Successful Retention Process
  • Profitability Segmentation
  • Identify and Measure Drivers of Retention

    2. A Customer Service Strategy Example

  • Align Employee Perceptions with Customer Requirements
  • Get Multiple Benefits
  • Why Is There a Disconnect?
  • How to Connect the Voices
  • Profit from the Connection

    3. Development of Tactics

  • Action Plan Template

    4. Link Outcomes of the Retention Process with Other Key Processes

    5. Manage Process to Balance Internal Performance Metrics andExternal Customer Requirements

  • The Customer ANDthe Employee Are the Key
  • The Customer Lifecycle Process is a Powerful Business Tool

Course Methodology

The training is going to be highly interactive combination of lectures, group discussions, questionnaires, individual reflections, role plays, simulations and videos.

Target Audience

Sales Managers, Key Account Managers, Regional Managers, Sales Representatives and Sales Supervisors,


2 Days (08:30–14:30) with appropriate breaks for tea/refreshments and lunch.

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