Two-Day Presentations
How to Ensure Branding Accountability and Profitability in the Customer Economy
Overview
Almost all discussions about branding miss two key points - accountability and profitability. Branding cannot be successful without accountability, and successful brands cannot endure without profitability. This two-day seminar, presented by customer loyalty expert and author Nick Wreden, looks at how companies can both improve their acquisition, retention, evangelism and winback by applying the FusionBranding principles of everyday operational excellence, customer equity and accountability.
The program, complete with hands-on exercises, examines the reasons for the changes in branding imperatives, and provides an in-depth look at operational excellence, customer equity and accountability. Customer equity is explored in detail, ranging from the various calculation methodologies to applications in segmentation, account planning and campaign management. Since customer profitability is crucial in shaping acquisition, retention and winback campaigns, the seminar looks at what to do with unprofitable customers, reshaping customer profitability and dealing with disloyalty. Measurement and accountability from the customer's perspective are also detailed. Finally, since organizations and supply chains are responsible for branding today, the seminar examines how in incorporate FusionBranding into employee activities and organizational processes.
Summary
The presentation occurs over two days:
Day 1 - Morning
Overview:
 Seminar goals: Understanding of actual customer behavior & requirements; the importance of customer equity & accountability; defining & driving change to promote customer equity
Understanding of attendee marketing issues, obstacles and goals
The Big Picture:
Evolution of branding
The growing ineffectiveness of traditional advertising & PR
The new branding imperatives: everyday operational excellence, customer equity and accountability
Everyday Operational Excellence:
Ensuring accurate and complete customer information
Making communications targeted and relevant
Key technologies
Realigning, eliminating or simplifying processes for customer focus
Achieving consistency in customer encounters
Customer Equity
Definition: Lifetime value of profitable customers
Brand equity vs. customer equity
Profitability vs. market share
Advantages of customer equity
Applications of customer equity
Exercise: Basic customer equity calculation
Accountability
Why marketing must be accountable
Disadvantages of traditional marketing metrics
Accountability vs. satisfaction
Customer accountability mapping
Loyalty indicators
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Day 1 - Afternoon
Customer Equity Methodologies
Customer equity pyramid
Customer equity dashboard
RFM (recency, frequency, monetary value)
Advanced: Customer P&L sheets
Customer Equity Pyramid
Building a equity pyramid
Advantages of equity pyramid
Equity pyramid and 80-20 rule
Driving marketing strategies with equity pyramids
Customer Equity Methodology
Segmentation: "Top," Big," "Medium" & "Small" customers
Identifying unprofitable customers
Exercise: Building a customer equity pyramid
Segmentation
Strategies for increasing customer equity
Pricing and segmentation
Customer planning: Tactics for increasing customer equity
Determining marketing & other cost allocation
Exercise: Customer planning
Review
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Day 2 - Morning
Customer data
The importance of customer interviews
Key data capture, cleansing & integration issues
How to nurture ongoing data collection
Review of sample customer interview
Exercise: Optimizing a customer interview
Encouraging loyalty; discouraging disloyalty
Predictive marketing: Finding patterns for repeat business
Ranking customers along a loyalty matrix
Building customer evangelism
Saving customers
Early warning signals of disloyalty
Early intervention how-tos
Complaint handling
Dealing with unprofitable customers
Key issues: lifecycle, volume, share of wallet, "bad behaviour"
How to "fix," "close" or "sell"
When is a customer worth winning back
Uncovering the reasons for leaving
Estimating the second lifetime value of a winback customer
Exercise: Calculating second lifetime value
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Day 2 - Afternoon
Customer evangelism
Turning customers into a sales force
Avoiding customer "terrorists"
Organizing around customers
Ensuring accountability
Allocating resources
Different approaches to customer organization
Employee loyalty
Relationship between employee and customer loyalty
Best practices for building employee loyalty
Letting employees "fire" customers
Building a customer equity work plan
Strategic foundation
Customer accountability
Internal metrics and capabilities
Acquiring and establishing resources
Developing acquisition and retention campaigns
Process improvements
Feedback and analysis
Change management
Change management principles
Compensation and other issues
Working with supply chain and other partners
Review
Close and evaluation
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Results
After attending, attendees will be able to:
Focus marketing expenditures and activities to obtain the best return on corporate investments
Improve the effectiveness of retention and customer winback strategies
Improve retention and other metrics that increase profitability
Define and prioritize customer segments based on profitability and/or loyalty characteristics
Know how to turn customers into their best sales force
Ensure accurate and relevant customer information
Construct customer planning action plans to increase the profitability and/or retention rates of customers
Gain insight into the organizational constraints that keep companies from doing business on customer terms
Allocate branding resources more effectively
Know how to target the customers most likely to buy
Increase the profitability of existing customers, and eliminate unprofitable customers
Calculate the impact of customers who sometimes buy competitive offerings
Turn existing customers into a powerful sales force
Collect relevant market and customer information to improve the brand
Institute required change management to ensure that the brand is supported throughout the organization
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Accountability Press - 3340 Peachtree Rd., #1800 - Atlanta, GA 30326 USA - (001) 770-582-6791
© 2003 Nick Wreden. All rights reserved.
Technical contact: webmaster @ fusionbrand.com - Design and layout: Joanna Erbach, Graphic Designer
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