Leverage customer advocates and win-back at-risk customers for SOM

Attendees: executives and managers in marketing, sales, customer service, quality

Duration: 3 hours, pending customized exercises and the organization’s specific needs

Overview:

• Turn fans among your customers into an extension of your sales force
• Establish referral programs, advisory panels, testimonials, and other leverage points
• Reverse trends among customers with decreasing commitment to your brand, migrating them to loyal behaviors

Approach:

• Begin with worksheets to analyze survey data and customer records, and to identify appropriate programs and timing for customer segments
• Learn best-known methods as well as foundational principles behind this methodology
• Use case studies to contrast successful and unsuccessful planning and execution
• Set up phases for immediate implementation

Deliverables:

• Worksheet templates for survey data distribution, action plans, dashboards, incentives
• and communications
• Customized procedures for development and implementation of each phase of the methodology
• Tips for communication, leadership, and change management

Measurable Results: compare baseline and ongoing data for customer retention, profit per customer, customer acquisition, sales cycle time, customer satisfaction and loyalty

About the Instructor: Lynn Hunsaker founded ClearAction to help organizations “Act on clear insights!” about their customers. A veteran high tech marketer and university instructor, Lynn is an AMA Certified Professional Marketer, ASQ Certified Quality Manager, and Qualified MBTI® Practitioner. She earned her MBA with concentrations in international marketing and finance from Vanderbilt University.

back to top