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1. Fall 2009
| Title: |
Customer Relationship Management: Know Your Customers Better to Boost Your Bottom Line
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| Dates: |
11/30/09 – 12/18/09 |
| Cost: |
$130 |
| Instructor: |
Laura Aikey, Kinetic Software, Training and Implementation Manager
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Description:
As more and more higher educational venues offer conferencing services on their campuses, competition for business continues to grow while valuable market share shrinks. What are some creative ways to increase your retention percentage, while maintaining a healthy sales pipeline? Learn various ways to increase profits at a university or college conference operation by applying strategic customer analysis techniques focusing mainly on sharpening customer relationship management tactics. A few topics we will cover include:
- Collecting and Mining Customer Data
- Understanding Customer Buying Habits
- Retention Marketing
- Higher Yield ROI on a Small Marketing Budget
- Building Customer Loyalty
Outline:
I. Data Driven Marketing
a. What is it?
b. How does it apply?
II. Data Marketing Concepts
III. Profiling Your Customers?
a. Why?
b. Profiling Process
IV. Gathering Customer Intelligence
V. Data Marketer Goals
VI. Portfolio Approach
a. ROI Grid
b. Friction
c. Latency
d. Frequency
e. Recency
f. 30-60-90
VII. Demographic Profiling
a. Methods
b. Using demographic information
VIII. Evaluation
a. Tracking information
b. Analyze your results
c. Determine reasoning
d. Determine next steps
Learning Outcomes:
Upon completion of this course, participants will be able to:
- Know how to analyze their existing customer base and use this knowledge to advance their business
- Use methods and types of tracking of customer information
- Maximize their marketing efforts to capture useful information with respect to the customer and to the marketing methods employed
- Use new tools to enact new approaches to building and sustaining customer relationships
Participant Expectations:
Participants should plan to spend approximately 3 to 4 hours per week in this course. This will include time to read materials, complete on-line exercises and surveys and participate in asynchronous on-line discussions. Participants will need to log on for course content that will be posted weekly. In addition participants will need to respond to questions posted on the discussion board each week. As the discussion board is asynchronous, students may check in and post at their convenience. This learning tool will be an important part of participant's learning experience.
Instructor Bio:
Laura Aikey is the Implementation and Training Manager for Kinetic Software. She joined the company in June 2007 after working for over 12 years in the collegiate events and conferencing profession. Laura served as the Director of Conference and Event Services at Bridgewater State College in Massachusetts and as a Conference Manager with the Conference Center at Pitt- Johnstown. She holds a Master of Arts in Student Affairs in Higher Education from Indiana University of Pennsylvania.
Laura has been very active in professional higher education associations and is currently serving on the Board of Directors for ACCED-I.
Click here to go to registration form.
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