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Profitable Management of Your Customers

Completed 2009

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How do I manage my customers to retain longterm relationships and ensure that they remain profitable?

Course aims

To develop an understanding of the importance of profitable Customer Relationship Management and how to develop good practice in their organisation.

Who will benefit?

Middle management marketers, product or sector managers, key account and sales managers and junior marketers ready to move forward.

Why should you attend?

Losing customers is expensive. This course can cut your costs and increase your profits by ensuring that customers are maintained through good management.

Key content

Unit 1 – Knowing your customers.

  • Why it is important to recognise and value customers as individuals
  • How to undertake effective research into existing clients
  • Customers needs, intentions and behaviours – developing answers to their requirements
  • Use customer information successfully. How is it managed? What data should be held and how should it be recorded?
  • Customer Profitability analysis – is every customer worth the effort?

Unit 2 – Winning Loyalty and the Cost of Churn

  • How other organisations develop and maintaining loyalty from their customers
  • Loyalty yields long-term profit - developing methods and strategies for increasing customer loyalty
  • How and why does Churn occurs? Identifying key reasons, buyer behaviour and the key competitors that cause it
  • The cost of churn - identify ways and means of reducing it