Workshop Overview
One of the oldest myths in business is that every customer is a valuable customer. Many businesses do not realize that some of their customers are deeply unprofitable, and that simply doing business with them is costing them money. In many places, it's typical that the top 20 percent of customers are generating almost all the profits while the bottom 20 percent is actually destroying value. Organizations are missing tremendous opportunities if they are not aware which of their customers are truly profitable and which are not. Focusing on your most profitable customers is more important than ever in today's competitive economy. Generic marketing campaigns can no longer work well, we are forced to focus on specific audiences: THE MOST PROFITABLE GROUPS OF CUSTOMERS.
About Your Course Facilitator
The course facilitator is the Principal Consultant of Colinegan.eu Ltd. His career focus has been on strategic consulting with major corporations and ‘post-experience’ education in MBA and executive development teaching. He is in close partnership with Royal Philips International for since 1989, providing strategic marketing input to their senior executives. Recently he worked closely as Principal Consultant and Academic Director with BP in the creation of their Sales and Marketing Academy. Previously, he co-founded and was co-academic director of The IBM Marketing University, a project which ran for nine years and educated over three thousand IBM marketing executives worldwide.
Recently, he was awarded Outstanding MBA Teacher Award 07/08 for the 2nd consecutive year at Warwick Business School, University of Warwick. He is also the author of ‘Creating Organizational Advantage’ which won the prestigious Management Consultancies Association (MCA) Award for the Best Business Book, and co-author for ‘Global Business Strategies’, ‘Inside Fortress Europe: Strategies for the Single Market’ and ‘International Marketing Relationships’.
Among the course facilitator’s clients and companies that he has worked with:
- J.P. Morgan
- KPMG
- Lloyds Bank
- Swiss Life
- UBS
- British Telecommunications
- Lucent Technologies
- Avon Cosmetics
- Chartered Institute of Marketing (CIM), UK
- Ford Motor Co.
- Hitachi
- IBM
- Microsoft
- Lotus Development Corp
- Nestle
- Philips International
- Rolls-Royce Aerospace
- Rolls-Royce Industrial Power Group
- BP
- Corus
- Castrol
- Shell
Capitalize on Expert Knowledge to Gain Maximum Value on These Vital Issues
- IDENTIFY your most profitable customers
- TAILOR-MAKE marketing efforts to pinpoint your most profitable customers
- SPECIFY retention strategies to keep your most valuable customers
- INTERPRET vital signals from the marketing environment & competitors
- LINK market segmentation analysis and competition positioning to customer relationship management strategies
- INCREASE customer value by increasing cross-selling and up-selling opportunities
- MEASURE your marketing efforts for accountability
- IMPLEMENT organizational change management strategies for customer profitability mindsets
- TIE front-end customer experiences with back-end execution
Who Should Attend
This event is specially designed to provide valuable insights for CEOs, Directors, Vice Presidents, and Senior Managers of:
Marketing | Direct Marketing | Sales | Business Intelligence | Customer Service | Customer Relationship Management | Market Research | Market Analysis | Data Analysis |
