Customer retention is the new acquistion. Companies are increasingly turning to loyalty and retention, rather than acquisition. Customer experience is the new battleground. This one day masterclass will give you a holistic view of Customer Relationship Management and a clear framework for how you can create a strategy for how to manage your existing customer base in order to maximize value and customer experience. You will get best practice strategies, models and methods, that you can take back to your organization and continue to work with. You will get inspiration from cases and examples and you will have the opportunity to discuss with the group.
ASML (Bulevardi 44), Tuesday, November 19th, 9.00 am – 5.00 pm (Lunch 12-1, Breakfast coffee 8.30)
PROGRAM
09.30-10.30 Trends, Definitions and the evolution of CRM, CX, Loyalty
• Definitions and the big picture of customer relationships; CRM, CX, Loyalty, CVM
• The two dimensions of Customer Loyalty
• New loyalty drivers and what it means for marketers
• A Technology Revolution driving a Customer Revolution
• Group exercise
10.45-11.15 Strategic Framework for CRM & Loyalty (Why, What, How) and the Four Pillars for success:
• Value segmentation & Customer Strategy
• Customer Lifecycle & Customer journeys
• Omnichannel marketing automation
• Advanced analytics/AI
• Group discussion: where is the potential for your organization?
11.15-12.00 Customer lifetime value (CLV) – your North Star metric
• Critical customer KPI’s emotional and behavioral loyalty
• Introducing CLV as a KPI for CRM & CX leaders
• Assessing the value of your customer base
• Retention rate-increasing 5% can boost profits with 95%
• Exercise: calculating CLV
• Case: Linking values and KPI’s for emotional and behaviroal loyalty
1.00-2.30 Customer centric value segmentation
• Who are your “Royals & Loyals”?
• 20% of customers often stand for 80% of the revenues
• Best practice framework to value segmentation
• Strategies for differentiation
• Loyalty programs of the future
2.45-4.30 Customer lifecycle and customer journeys
• The basis for proactive personalized customer dialogue
• The phases of the customer lifecycle
• How to optimize value at each stage of the lifecycle?
• Create your own model: where is your potential?
4.30-5.00 Summary & Reflections
• Summary
• Reflection & Key take aways
Participation fees will be invoiced. You can change the participant to another free of charge any time. There may be changes to the program.
REGISTRATION
Early Bird prices (until October 18): ASML-members 495 euros, otherwise 595 euros (prices include lunch at ravintola Kiltakellari as well as morning and afternoon coffee). Prices excluding VAT 25,5%
INSTRUCTORS
Camilla Cramner, main teacher workshop
Camilla Cramner will be main teacher for this workshop. She is a thought leader and expert in CRM and Customer Loyalty, based in Sweden. She is the founder of LoyaltyFactory and the The Loyalty Factory Method ™ which she uses in her teaching and consultancy. Camilla works internationally as an educator, strategic advisor, speaker and consultant in the area of CRM, Customer Experience and Customer Loyalty. She has a broad view on customer relationships and brings 30 years of experience, of which many in senior roles in large multinational companies. Camilla is also engaged with the Marketing Association in Sweden as the subject matter expert on CRM, CX, Loyalty and serves as a founding member and HUBMaster for the Nordic region the European Loyalty Association.
Sakari Forslund
Sakari Forslund is a Finnish CRM and loyalty professional who have worked in several leading positions in different industries for over 20 years. Currently Sakari runs Tokmanni Klubi loyalty program, one of the biggest retail concepts in Finland. Sakari has a strong business management and data driven marketing background. Sakari has now teamed up with Camilla to help also Finnish companies to simplify and improve their customer management activities.