Customer Retention

2-Day Public Session  |  3-Day Live Online Session

Customer Retention Course Outline

1. Market Overview

  • Introduction & Course Overview
  • Impact of Losing Customers
    • The effect of dissatisfied customers
    • The high cost of acquiring new customers
    • The low cost of retaining existing customers
  • Retention versus Acquisition

2. Customer Segmentation

  • 80/20/30 Rule
    • Where your revenue comes from
    • Identifying profitable customers
  • What's Causing Businesses to Lose Customer Focus
  • Introducing Customer Relationship Management

3. Customer Loyalty

  • What are your Customers Thinking?
  • What is "Real" Loyalty?
    • Customer satisfaction versus retention
    • How to recognize loyal customers
  • The Loyalty Hierarchy
    • Increase profits with value propositions
    • Short-term versus Long-term customers

4. The CRM Process

  • Defining the Sales Process
  • The Corporate Silo
  • Building a Sales Process
    • The lead-flow process
    • How departments interrelate
  • Life Cycle Management
    • Marketing – sales – support
    • Earning the right to sell to existing customers

5. Where to Begin

  • Why CRM Projects Fail
  • Benefits of Developing a CRM Strategy
  • Begin With a Plan
    • Determining business goals and justifying investments
    • Doing a "GAP" analysis
  • Collecting Customer Information
  • Knowing Your Customer Profiles
    • Marketing to the right targets
    • Using an integrated database

6. The Sales Process

  • The 3 Key Components for Sales Success
    • The P.E.A.K sales process
    • The sales funnel
  • Pipeline Management
    • Misaligned vs. aligned sales pipeline
    • Benefits of a good sales pipeline
  • Sales Training
    • The relationship to the Sales Process
    • Sales training's goals

7. CRM Technology's Role

  • CRM Misconceptions
  • How CRM Technology Can Help
    • Deploying your process
    • Replicating best-practices
    • Productivity tool
  • CRM Product Choices, Platform Choices, and Product Requirements

8. Aligning CRM Strategies

  • CRM Alignment Components
  • Impact of Misaligned Strategies on Retaining Customers
  • Selling the CRM Process to Sales
  • Increasing CRM User Adoption Rate
    • The compensation plan
    • Aligning it with corporate strategies
  • The Marketing Strategy
    • Managing leads
    • Using CRM for Marketing campaigns

9. Smart Marketing

  • Mass Marketing is Dead
  • Personalization – The new deal
  • Market better – sell more
  • Using CRM Technology
  • Automating Customer "Touches" and Drip Marketing
  • Determining Qualified Leads
  • Marketing program investment calculator
  • Customer Lifetime Value (LTV)
  • Variable Data Marketing
  • Personalized marketing messages
  • Aligning your campaigns with your customers' points of entry
  • Prospecting & Lead Generation
  • Finding leads the new way
  • Using LinkedIn and Data.com (Jigsaw) to prospect
  • Matching leads to customer profiles


Real-World Practice Exercises
These hands-on breakout sessions will be held throughout the class.

  1. Calculate what it will cost you and how many customers you'll end up with using an acquisition versus a retention strategy.
  2. Determine which of your customers are in the top, middle and lower segments of the bell-curve.
  3. List what types of loyalty your customers have for your company? Why? What can you do to improve it?
  4. Develop a CRM Process (using the Workflow diagram) for your company.
  5. Design your own Sales Pipeline with as many "layers" as needed for your business, while aligning them to the P.E.A.K Sales Process.
  6. Describe your Corporate & Sales Strategies. Identify how your sales team is incented to deploy your various strategies and increase user adoption.
  7. Sales & Pricing Strategies. Align your pricing and sales compensation strategies to properly motivate your teams.
  8. Explore what Lead Generation methods and systems you could/should be using.
  9. Define your ideal Customer Profiles.
  10. Calculate your Marketing Campaign Investment and Life-Time-Value of your customers by using the Marketing Investment Calculator.
  11. Determine how to align your Campaigns with your Customer Entry Points.
  12. Describe ways you can Proactively Retain Your Customers.