Affinityworks Marketing and Customer Management Services

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What they said

"The workshop acted as an important reminder to all our staff on the importance of Customer Relationships. The points raised helped initiate discussion from all participants and resulted in a very informative and enjoyable session. Most importantly, what we have taken from the workshop has played an important role in our on-going customer and marketing management strategy".

Gerry Kelly Managing Director. The Art Department.

Contact

info@affinityworks.net
+44 (0)1721 730 240


Tailored Workshops

The following workshop programme was established for relationship management teams in a major UK bank. This provides both training and diagnostic facilities and has already helped to identify areas for further review and action. An outline of typical workshop components is set out below:

  COMPONENTS INTERACTIVE ELEMENT
1. INTRODUCTION Delegate participation
 

Summary of workshop aims:

Provide insight into Relationship Management
Establish its importance
Develop a tool-kit for Relationship Management

Building a definition of Relationship Management. Review at end of workshop.
2. BACKGROUND TO RELATIONSHIP MARKETING
 

Challenges created by rise in customer expectations, business competition, new distribution and demand channels

Marketing economics - costs of acquisition versus retention

Differentiating customer offers through business competencies and service.

Cash-flow example.

3. DEVELOPMENT OF MARKETING
  History & Development of marketing
Transactional to relationship marketing
The relationship ladder
Case studies from different sectors.
4. RELATIONSHIP MANAGEMENT FRAMEWORK
  The 4 P's revisited. Integrating Strategy, Organization, Processes and Technology Develop framework elements. Discuss business structure implications.
5. CUSTOMER TOUCHPOINT MAPPING
 

Development of internal and external customer contact maps to provide template for relationship and service management controls.

The strength of a business relationship may only be as good as the weakest touch-point

Develop outline customer contact maps. Identify types of contact, touch-point 'owners', commitments and results tracking
6. SIGNIFICANCE OF CUSTOMER INFORMATION
 

What information is useful to establish, maintain and develop business relationships? How is this obtained and where is it stored?

Identify the value of business-led IT specifications

Build outline information requirements, using business and consumer life-cycle examples. Review technology support
7. CUSTOMER TARGETING & VALUATION
 

Assessing prospects and clients for economic and advocacy value.

Establishing current and future business value.

Define basis for customer ranking using the 4-square box template.
Assess MI reporting needs
8. RELATIONSHIP MANAGEMENT MEASURES
  3 inter-locking components of income, efficiency & goodwill Introduce delegates to a Balanced Score-card approach.
Assess MI reporting needs
9. SUMMARY & FEEDBACK
  Draw together and review workshop elements Feedback forms