Retaining And Winning Back Profitable Customers

Apply hard-working strategies to win back lost customers, save those on the brink of defection and make your company defection-proof.

SETTING AN OBJECTIVE AND TARGET

• Why is it important to retain and win-back profitable customers?
• How does the organization / business benefit?
• What are the numbers that prove this? (e.g., LTV, ROI)
• Who’s worth retaining and winning back?
• How to identify who to target for retention and win-back programs?
• What’s the best way to establish specific targets?

DEFINING THE AUDIENCE FOR MARKETING COMMUNICATIONS

• What defines the best prospects? (e.g., Ability to influence; Behavioral; Attitudinal…)
• What are the best ways to reach them?
• How may they be segmented for actionable programs?
• What needs to be achieved for each (e.g., Increase in Loyalty; Re-trial)?

ALLOCATING RESOURCES

• What options exist?
• What are the pros and cons of each?
• How should resources be allocated across the mix of options?

DAY 2
9:00 A.M. - 4:30 P.M.

SELECTING AND DEFINING PROGRAMS

• What kinds of programs should be used?
• What structural programs options need to be considered (e.g., multi-channel; cadence; engagement optimization)?
• Establishing performance metrics and measurement and reporting schemes
• Selecting resources for the job

MAINTAINING RELATIONSHIPS

• What do you do after you’ve retained and won them back?
• Programs to ensure you don’t forget about them
• Monitor and adjust / refine communications as necessary
• Creating an overall plan, measures, and case

PULLING IT ALL TOGETHER TO MAKE IT HAPPEN

• What is necessary for these programs to be successful?
• Data
• Analytics
• Marketing people, process, infrastructure / technology
• Important KPIs

Outline is subject to change.

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