Customers
(4 Topics)
Today’s successful companies
are the ones that revolve their business around their customers.
Yet how often are products or services dreamt up, produced, marketed, sold
and distributed without any input from a potential customer? And how often
are the internal procedures of a business set up to suit the business’
convenience rather than to enhance the experience the customer has with the
business?
Unless the customer, and the customer’s needs, are the real focus of the
business there can’t be any concerted effort to providing superior value.
This BGR discusses how to focus on adding value by designing processes such
as technology, training and internal processes to support a strategy of
customer-centricity throughout all areas of the organization.
2.
Classifying Your Customers
For most businesses only a small
proportion of customers provide the majority of the business
income, while a much larger proportion contribute a much lower proportion - the 80/20 rule.
In this seminar business owners and managers will learn how to classify
customers into groups so as to increase profits and simplify working
arrangements. The end result will be more focus on "A" class customers who are both easy to deal with and
generate the largest proportion of profits. Participants will also leave
equipped with suggested
strategies for culling "D" class customers - those who are least pleasant
to deal with and/or provide the lowest returns.
3.
CRM - Managing the
Customer Relationship
CRM stands for ‘Customer
Relationship Management’. It’s about knowing your customers and using this
knowledge to form profitable relationships with them. We hear a lot about
‘CRM’ these days but most of us don’t really know what it means. This
updated BGR topic will put you in the picture of what CRM is and how it is
being applied in businesses.
What is new about CRM is the development of software applications that can
be the basis of a customer relationship management system in any business.
This BGR reviews how these systems can be made to work, and why they often
don’t.
You'll see how CRM can deliver a profitable focus on customers that can
really pay off for any size of business. The BGR also covers the steps of
developing and implementing a CRM strategy and what it can and can’t
achieve. You'll also learn how to tell if you’re getting value out of a CRM
system and which are the most important metrics to monitor.
4.
Customer Lifetime Value
and Profitability
This topic explores why it’s important to understand the value of the
existing customer base, how it can be segmented to give a profile of
individual customer value and how to quantify the value of different
customer groups.
When it is understood that some customers provide very little profitability
to a business, it’s an easy step to realizing that not all customers are
equal. The different segments can be marketed to and serviced differentially
to improve customer satisfaction, save the business time and money on
marketing and ultimately improve profits.
Also covers how to use the Customer Lifetime Value (CLV) metric as a
management tool to evaluate and monitor the potential and actual results of
marketing and loyalty campaigns.