Presenters will share a wealth of search/e-marketing experience and hard-hitting, practical advice in this one-day hot topic series brought to you by the American Marketing Association. This program is sure to be full of valuable insights. No fluff and no sales pitches. Only the good stuff.

Customer loyalty is one of the most powerful weapons an organization has in its strategic arsenal. However, most companies do not fully understand the value of customer loyalty or realize its potential for enhancing customer relationships. This two-day hands-on session will provide you with the information and tools to fully utilize customer loyalty and increase bottom-line results.

• How to define and measure customer loyalty for your business
• Construction and analysis of loyalty segments
• Assessment of competitive loyalty
• Using loyalty analysis for prospect analysis
• An understanding of which customer behaviors can be changed
• How to drive the behaviors that distinguish your loyal customers from your vulnerable customers
• Different marketing mix elements which can be used to migrate customers from one loyalty segment to another
• The impact of loyalty marketing programs
• How to construct action plans to bring about changes in customer loyalty
  Integration between loyalty and other metrics
• Projection of analysis onto the customer database
• How to determine the ROI from loyalty and behavioral change

A special module will address the linkage between loyalty analysis and customer evangelism, one of the hottest new marketing strategies. Many believe that within the next five years customer evangelism will represent a significant percentage of the marketing budget for many organizations. This module will focus on identifying potential evangelists, recruitment, training, managing, obtaining feedback and determining the overall ROI of the effort.

• Interactive lectures packed with examples and exercises
• Examples and techniques that address B2C, B2B, product-oriented businesses, service-oriented businesses, etc.
• Case studies for small group discussion
• Tools which can be used to execute this work in your business
• Take home Excel-based tools to help you perform the techniques learned in the session
• A bibliography of prominent articles on each topic area

• Sales and marketing executives
• Strategic planning and business development executives
• Researchers responsible for loyalty information
• Managers of call centers or any other customer service function
• Anyone involved with the implementation, management, or use of CRM information

• Understand how to acquire meaningful customer loyalty information
• Design and manage your customer loyalty information process
• Define and prioritize customer segments based on their loyalty profile
• Assess the competition, determine which competitors are threats, and how to develop appropriate responses to competitive actions
• Focus your marketing expenditures and activities to obtain the best return on your company’s investments
• Understand how to establish the critical linkage between all aspects of your business model
• Construct and manage action plans for making positive changes based on your customer loyalty information
• Identify and manage business risks associated with your company’s customer loyalty segments

William Aldy Keene has worked in the field of customer loyalty for over 17 years. He is currently a partner in The Loyalty Research Center, an organization that specializes in the design, analyses and management of customer relationship and customer loyalty information systems. Mr. Keene has conducted research and consulting in the areas of new products, product design testing, advertising evaluation, price sensitivity, customer satisfaction, and customer value analysis. He is well known in the customer and employee loyalty field and is a frequent speaker in that area.

Our news source is : www.marketingpower.com