Home About Jim Barnes Keynotes Seminars & Workshops Consulting Books Publications Strategic Partners Client List Endorsements Contact Us	Workshop Topic Becoming A Relationship Focused Company: developing solid customer relationship strategies Who should attend? Senior executives, marketing VP's, chief marketing officers, marketing strategists, sales managers, sales staff, customer relationship managers, public-sector executives. What You'll Learn Many companies have implemented a CRM program without having given adequate thought to first having a customer relationship strategy in place. This workshop will allow you to explore the underpinnings and principles of relationships in a variety of contexts, including customer relationships. We will examine the results of research that demonstrates the factors that contribute to solid, long-lasting relationships. We examine what it means to be a relationship-focused company, as opposed to being merely customer-focused - the changes in corporate thinking and culture that are needed. We will understand why an emphasis on customer satisfaction is not enough and may be misleading. We will show that satisfied customers often leave. Having a company strategy that guides approaches to customer relationships, including the implementation of CRM, is the answer. We will consider what this means for the company and how to get it done; how to sell the idea up the line. The workshop sets out a clear understanding of customer value creation, leading to satisfaction, and on to retention and loyalty. But, it also stresses the need to create both functional and emotional value and why it's the emotional connection that drives genuine relationships. We'll address the issue of customer relationships that are in danger of going off the rails, and those that are under threat. How to deal with such threats is an important part of a relationship strategy. The workshop also relies on actual client data to demonstrate the importance of customer relationship segments - how all customers don't want and can't have the same kind of relationships with your company or brand. Implementation of the strategy is also important and can't be left to the marketing department. Workshop Highlights Foundations of customer relationship building What it means for your firm to be relationship-focused Why we must establish genuine relationships with customers Understanding behavioral, functional and emotional loyalty The difference between genuine and synthetic relationships Understanding the payback if you get it right Why customer satisfaction can be downright misleading Levels of relationship intensity How customers develop relationships with brands Injecting meaning into your customer relationships Demonstrating the payback to the CEO Why the little things really do matter and can derail a relationship They're not all alike - understanding relationships segments Not to be left to the marketing department Implementing the strategy - getting the troops on side Return to Seminars & Workshops
Copyright, Barnes Marketing Associates Inc.