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• Customer Value Management Training Course

Module

Short Description

Day 1

Company strategy and Customer Value Added (CVA) Ratio

CVA and development of corporate strategy, competitive advantage and marketing strategies options. Intersect with Market Based Management (MBM)

CVA ratio and EVA ratios

CVA and EVA introduction  and calculation formulas

Relationship of CVA to market share

CVA relationship to market share. Other tools for market size, market demand and market share

Slippery slope tool

Overview of slippery slope tool (link of repeat purchases to CVA)

CEM and NPS

Customer experience management and Net Promoter Score

Customer value map tool

Tool intro and usage including practical exercises

Strategic market assessment

Strategic market assessment of products relevant to market positioning strategies

Attributes tree tool and CVA competitive profile

Worth what paid for – development of key attributes. Weight based products attributes development with Kano method.

Survey development techniques

Survey development techniques relevant to CVM – how to gather CVM data via customer surveys.

Markets segmentation

Needs based market segmentation and other market research

Marketing campaigns ROI

Marketing ROI (segment and campaigns profitability analysis)

Day 2

Value based customer product pricing & forecasting

Value based customer questionnaire and pricing tool. Incl. practical examples and exercises.

Customer experience Management

Evolution of CEM, business processes and impact of customer experience

Waterfall of needs (customer touch points)

Development of company business processes from customer touch points perspective.

Implementing CVM

CVM Success Metrics - CVM strategy, execution and marketing, CVM best practices, building the CVM team

CVM success metrics

CVM strategy, execution and marketing

Introduction to statistical data analysis   

Probability, correlation, regression, multi-variable regression analysis, comparing two means and other analysis tools

CVM data analytics 

CVM data analytics four pillars: Adding new customers, Retain customers (reduce churn), Sell more to existing customers (BTL and data analytics methods), Reduce risk (credit risk analytics)

Product Lifecycle  and CVM

Product lifecycle and interaction with market share, growth, competitive offers and segments

 Key marketing methods and Tools

Detailed exploration of ATL/BTL incl.  product bundling options, internet and social media marketing, outdoor advertising