Relationship Marketing

Introduction

• Place customers at the centre of marketing, from prospecting to retention.
• Customer insight as the fuel of marketing.
• The social, mobile and omnichannel customer.

1. The four stages of customer relationships

• The four stages of customer relationships: how acquisition and retention complement each other.
• The four levels of engagement, from use to recommendation.
• Measuring customer satisfaction: the Net Promoter System (Bain) and customer classification as promoters, passives and detractors.
• Generate preference and sustainable profitability.
• Loyalty challenges: emotional and transactional commitment (Kapferer & Mowen).
• Loyalty programmes beyond points cards, gifts and promotions.
• Return on Engagement (RoE): develop awareness, brand image and reputation in a mobile, social environment and generate interactions.
• Predictive analytics in win-back techniques.

> Practical workshop: analyse the criteria that generate satisfaction or dissatisfaction.

2. The customer experience

• Decode the customer journey, from recognising a need to deciding to purchase.
• At the point of sale: the six buyer-user stages, from purchase to disposal.
• Customer experience and User Experience (UX).
• Integrate the emotional dimension into customer relationships.
• Develop and strengthen the brand through strong customer relationships.
• Consider customer experience at every stage of the product life cycle and across all customer-brand interactions.
• Develop an impeccable offering with customer-facing employees.
• Work on customer relationship spaces across multiple channels.
• The purpose of relationship spaces: showrooms, relationship areas, etc.
• Offer an accessible, valued proposition within a wider experience: use, image, entertainment, etc.
• Customer Effort Score (Harvard): the three levels of the customer experience pyramid.
• Work on Moments of Truth (MOT): brand-customer interactions that create lasting, emotionally significant impressions.
• Development areas for customer-facing employees: expertise, proximity, etc.
• Respond to six customer situations: contextualise what customers experience in their interactions with the business.

> Practical workshop: review customer touchpoints.

CRM concepts and challenges (Customer Relationship Management)

• Fundamental CRM principles.
• The CRM functional model.
• Understand CRM project challenges in serving front-office users.
• Customer data as the first building block.
• Develop and enrich the customer database: design, processing, acquisition and analysis.
• Update the database through multichannel touchpoints.
• Permission marketing (Seth Godin).
• Review customer insight: segmentation, target customer profiles, behaviours and usage.
• Customer Equity and value-based portfolio management: Vilfredo Pareto and Customer Value Management (CVM).
• Calculate customer portfolio value: Customer Lifetime Value (LTV, Booz Allen).
• Video demonstration: social CRM.

> Practical workshop: assess the customer data held in the database.

The final day is entirely devoted to a facilitated practical workshop with operational support for launching a CRM project within a company.

• The customer's role in projects.
• Fundamental principles of customer relationship management.
• Mindset, reflexes and professionalism.
• Implementing actions to improve customer relationships.
• Scenario-based case illustrations with numerous practical B2C and B2B examples, in Africa and elsewhere.