Three-Hour Presentations
FusionBranding: How to Forge Your Brand for the Future
Customer Equity: Driving Profitable Brands in the Customer Economy
Offering #1:
FusionBranding: How to Forge Your Brand for the Future
Overview
The book, FusionBranding: How To Forge Your Brand for the Future, revolutionized strategic branding by pointing out the disconnect between the dated branding tactics of the mass economy and the imperatives of the customer economy. It also pointed how companies could build a perpetual brand by adapting to the requirements of the emerging demand economy. Presented by customer loyalty expert and author Nick Wreden, this 3-hour seminar provides an overview of the principles of FusionBranding, which CRM magazine called "required reading." These principles include everyday operational excellence, customer equity and accountability.
Summary
Key points include:
The importance of branding
What's behind so many branding failures
Past, current and future branding models
Dated strategies of the mass economy
What drives a brand in the customer economy
Branding laws for the customer economy
Components of everyday operational excellence
How to do business on customer terms
Advantages of customer equity
How to calculate customer equity
Segmentation according to customer equity
Leveraging customer equity
Strategic pricing and customer equity
Ensuring measurement and accountability
The biggest branding challenge
How to prepare for the coming demand economy
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Results
After attending, attendees will be able to:
Understand how branding tactics must fit with the appropriate branding model
Know the basic principles behind customer equity calculations
Segment customers according to relative profitability
Use customer equity segmentation to improve customer profitability and eliminate unprofitable customers
Leverage a new pricing approach to maximize profitability
Know how to do business on customer terms
Be able to refocus metrics around customer requirements
Improve their branding vision based on emerging branding trends
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Offering #2:
Customer Equity: Driving Profitable Brands in the Customer Economy
Overview
Successful branding in the customer economy requires a strong focus on customer equity, or the lifetime profitability of customers. This 3-hour seminar shows how companies can improve retention, profits and operations by understanding and segmenting customers based on customer equity. Such segmentation can drive efforts to eliminate unprofitable customers (at most firms, 15% of the customer base are unprofitable). Case studies illustrate how companies are using customer equity to improve profits, and the four main approaches to customer equity are outlined. Presented by customer loyalty expert and author Nick Wreden, the seminar also includes hands-on exercises.
Summary
Key points include:
Why there are so many branding failures
What the emerging customer economy means to branding
Three keys to successful branding
The strategic importance of customer equity
How customer equity differs from brand equity
Misconceptions about customer satisfaction and customer equity
4 approaches to customer equity calculation
(Customer segment; customer equity dashboard; RFM (recency, frequency, monetary value); customer P&L sheet)
Required data for customer equity calculations
Calculating the impact of brand polygamy
The impact of customer profitability segmentation
Strategies for improving customer profitability
Determining how customers hold you accountable
Strategies for customer recovery
Strategies for customer evangelism
Improving pricing strategies
How to ensure customer accountability
Customer equity do's and don'ts
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Results
After attending, attendees will be able to:
Improve the effectiveness of their retention and customer winback strategies
Eliminate drags on branding performance caused by outdated tactics
Be able to calculate customer equity based on one or more approaches
Use customer equity segmentation to improve customer profitability and eliminate unprofitable customers
Understand why "customer satisfaction" can be a misleading metric
Know how to turn customers into their best sales force
Gain insight into the organizational constraints that keep companies from doing business on customer terms
Allocate branding resources more effectively
Leverage a new pricing approach to maximize profitability
Know how to target the customers most likely to buy
Calculate the impact of customers who sometimes buy competitive offerings
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Accountability Press - 3340 Peachtree Rd., #1800 - Atlanta, GA 30326 USA - (001) 770-582-6791
© 2003 Nick Wreden. All rights reserved.
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