Home About Jim Barnes Keynotes Seminars & Workshops Consulting Books Publications Strategic Partners Client List Endorsements Contact Us	Workshop Topic How Solid are Your Customer Relationships? The critical role of customer relationship measurement Who should attend? Senior executives, marketing VP's, directors of CRM, chief marketing officers, sales managers, sales staff, customer service managers, directors of IT, chief financial officers, public-sector executives. What You'll Learn Jim Barnes pioneered the measurement of customer relationships. His proprietary research tool - the Barnes Relationship Equity Index - is used by clients to assess their success in cultivating and managing genuine relationships with their customers. The results of this approach to measurement is presented in this workshop, revealing for companies for the first time the payback they can obtain from solid customer relationships. Although a great deal of attention has been paid in recent years to the establishment of relationships with customers, considerably less effort has been devoted to the measurement of those relationships. Where measurement has been discussed, the focus has tended to be on the financial and behavioral outcomes of relationships, rather than on the nature or health of the relationships themselves. Jim Barnes proposes measuring both the "hard" and the "soft" of customer relationships Much of the work on relationship measurement has, in fact, reflected the rather narrow view of customer relationships that is fairly prevalent in marketing today. Many companies appear to be content defining a customer relationship simply as repeat buying behavior or customer retention. Just as a behavioral definition of a customer relationship is inadequate, so too is any attempt to measure the strength of customer relationships that does not have a significant component devoted to the measurement of customer emotions. This workshop focuses on the need for feedback on the success of customer relationships strategies and CRM programs. It will help managers get a handle on the thorny issue of ROI for CRM. It will review the inadequacies of conventional internal financial and behavioral measures of relationship success, and will outline how companies can gain a much clearer understanding of how well they are doing in building relationships with customers. Workshop Highlights Measuring the right things right Knowing what we need to measure Importance of confidence in the data Why we need both hard and soft measures Why conventional measures and research are inadequate Measurement has to match the change in focus Understanding qualitative measurement You really can measure the soft stuff Complex concepts demand complex measurement tools How are we doing at value creation? Merging several data sources to complete the picture Return to Seminars & Workshops
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