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Master Customer Value Management to drive growth
Growth is not only about acquiring new customers. With Customer Value Management, connect customer insight, value and retention activities. Develop an approach to prioritise more effectively and guide your commercial decisions.
- Duration
- 3 days 21 hours
- Code
- REC06FR Code
Presentation
How can you turn your customer database into a driver of sustainable growth? In an increasingly competitive market, identifying and developing high-value segments is essential to securing future revenue. This requires a detailed understanding of behaviour to turn each interaction into a lasting business opportunity.
This course provides a practical methodology for coordinating your Customer Value Management (CVM) strategy. You will explore advanced segmentation techniques and statistical forecasting tools to anticipate needs and optimise the overall customer experience. Throughout the programme, you will work with the performance ratios essential to managing your digital activities.
By the end of these 3 days, you will have precise performance indicators to measure the return on investment of your direct marketing activities. You will leave with an operational action plan to strengthen your market value proposition.
Objectives
By the end of this Customer Value Management course, you will be able to:
- interpret core CVM indicators to assess the actual profitability of each customer segment;
- apply statistical analysis methods to predict buying behaviour and churn risk;
- manage the customer experience (CEM), using Net Promoter Score to encourage active recommendations;
- model segmentation and profiling techniques to personalise commercial offers;
- calculate marketing campaign return on investment (ROI) to optimise business budgets;
- structure an operational roadmap incorporating the Waterfall of Needs and key touchpoints.
Program
Module 1: understanding CVM and customer experience management (CEM) fundamentals
- Customer Value Management fundamentals and strategic implications.
- Core CVM concepts and their importance in digital services.
- Using Net Promoter Score (NPS) and customer performance indicators.
- Understanding customer experience management (CEM) fundamentals.
Case study
- Analyse real customer-centric management situations.
Module 2: analysing data and planning strategic implementation
- Collecting and using customer data for meaningful statistical analysis.
- Fundamentals of statistical data analysis applied to marketing.
- Strategic planning and practical CVM implementation stages.
- The relationship between the Customer Value Added (CVA) ratio and market share.
Practical exercise
- Develop a data collection and processing plan.
Module 3: mastering segmentation and ROI optimisation
- Market segmentation techniques and user profiling.
- Customer value mapping and use of the Slippery Slope tool.
- Detailed calculation and analysis of campaign return on investment (ROI).
- Optimising customer experience through the Waterfall of Needs and touchpoints.
Practical exercise
- Create a customer profile and calculate marketing campaign ROI.
Module 4: managing success and assessing CVM impact
- Monitoring and evaluating implemented value strategies.
- Defining success criteria and selecting performance indicators.
Case study
- Design an operational action plan for a real business case.
Audience
This course is designed for employees in Marketing, EBU and CEX departments, particularly:
- marketing managers leading growth and retention strategies through predictive buying-behaviour analysis;
- EBU staff coordinating complex customer account management to maximise the lifetime value of strategic partners;
- CEX specialists seeking to optimise every touchpoint and turn customer satisfaction into measurable profitability.
Prerequisites
There are no prerequisites for this course.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Practical exercises
- Case study
Course highlights
- ROI focus: learn to turn every customer interaction into measurable financial value for your organisation.
- Operational tools: master segmentation and forecasting techniques directly applicable to real customer databases.
- Immersive workshops: consolidate learning through real case studies from the services and telecommunications sectors.
- Methodological expertise: use a structured framework to manage satisfaction and sustainably improve your Net Promoter Score.
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.