Customer acquisition is equally important as Customer retention. That in mind, our Customer Acquisition and Retention Strategies Short Course is customized to allow participants learn how to track the customer journey and drive loyalty. By the end of the course, participants will also be able to win more of the right customers for their business.
Upon Successful Completion of Customer Acquisition and Retention Strategies Training, Participants Will:
- Understand the key steps and considerations within the acquisition planning process
- Develop your prospect pool using market analysis, segmentation and profiling
- Create an acquisition budget and forecast response
- Design a creative and engaging acquisition plan that converts awareness into action
- Test and measure the effectiveness of your multichannel acquisition strategy
- Understand the real nature of customer loyalty and the true meaning and application of CRM
- Understand how your customers interact, use and buy (or not) from your brand
- Use analytical methods to measure customer retention and loyalty
- Plan and target a customer contact strategy, using online and offline communications
- Implement and evaluate the success of your customer retention strategy
Who Should Attend Customer Acquisition and Retention Strategies Short Course?
- Anyone involved in customer and / or prospect communication who wants to develop their specific knowledge of customer acquisition
- B2C and B2B marketers who plan, direct and execute direct and digital marketing campaigns
DETAILED COURSE CONTENT:
Customer Acquisition
Understanding today’s decision-making process for prospects and customers
- Zero moment of truth (ZMOT)
- How people and companies buy
- The impact of technology on the buying and selling process
Finding and acquiring more of the right customers
- Market research techniques
- Market analysis, segmentation, profiling and personas
- Volume verses value
- Prospect pool
Setting meaningful objectives
- SMART objectives
- Conversion rates through the sales cycle
- Building key performance indicators
Developing an acquisition strategy
- Defining key target audiences
- Determining the value propositions for each audience
- Communicating through the journey from prospect to customer
- Predicting response and outcomes
Creating an acquisition communication plan
- Evaluating and selecting media
- Adopting a media neutral approach to develop an effective on and offline strategy
- The advantages of multimedia integration
- Developing the acquisition budget and justifying your plans
Developing your proposition and creative strategy
- Focusing on customer insight to generate meaningful propositions
- Differing your messages through the buying cycle
- Creative briefing for an engaging campaign that drives action
How to develop long-term acquisition marketing strategies
- Measuring the effectiveness of your campaigns
- Applying web analytics to measure campaign effectiveness
- The role of testing and evaluation
Customer Retention
Understanding your customer
- Defining customer retention and ‘loyalty’
- Understanding the customer journey and defining the customer DNA through research and data
Measuring loyalty
- Analytical methods to measure and evaluate customer retention and loyalty
- Analysing the value, relevance and cost of loyalty schemes for optimum ROI
Planning your strategy
- Planning contact strategies through the customer lifecycle
- Workshop: planning contact strategies through the customer lifecycle
The importance of data
- How to use data to customise/personalise website, contact centre and retail interactions
Customer retention – making it work in practice
- Examples from B2C, B2B, Not-For-Profit and public sectors
- Customer retention checklist and applying back in the real world
METHODOLOGY
Corporate Staffing Services Customer Acquisition and Retention Strategies Course is an instructor led training delivered using a blended learning approach and combines presentations, guided sessions of practical exercise and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.
ACCREDITATION
Upon successful completion of this training, participants will be issued with a certificate certified by the National Industrial Training Authority (NITA).
TRAINING VENUE
The training will be held at Corporate Staffing Services Training Centre.
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