Title: Customer Equity: Understanding and Managing your
Customer Value
Singapore (July 24-26, 2008)
Course Cost
US$1,931 - CLOSED |
Course Focus:
The course is designed to provide a better understanding on how to
manage your customers through the customer and the business lifetime
cycle. The main concept behind the course is that the value of your
business is the value of its customer base, so we must develop a
customer-based strategy in order to maximize the business value. The
objective is to analyze and develop a series of criteria to design
your marketing and commercial strategy depending on your stage in
the customer and business life-time cycle. The participants would
move from the traditional services marketing concept of customer
satisfaction and customer relationship management, to a new
perspective on how to manage their business from a customer equity
perspective. |
Key Benefits:
Using a combination of lectures, exercises, and case studies,
participants would gain a deeper understanding of how to manage
their customer equity and would develop a personal agenda for
maximizing their business customer value. |
Topics Include:
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Understanding how the customer evolves over time:
prospects, first-time buyers, early repeat customers, core
customers and defectors.
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The business life-time cycle: from attraction, to
retention, to recovery.
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The customer life-time cycle and the customer
life-time value.
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The customer value equation.
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Satisfaction – Loyalty - Profitability.
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Customer Value Distribution.
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Customer Equity: concept, calculations, and
applications.
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How to manage the downward migratory customer.
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From the traditional marketing strategy to the
customer equity based strategy.
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Best practices in customer equity management.
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Faculty
- Ramon Diaz-Bernardo, Professor of Marketing,
Singapore, (July 24 - 26, 2008)
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Level
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View Course Schedules by Location
PDP Schedule for Singapore
July 2008
PDP Schedule for Singapore
January 2009
PDP Schedule for Brussels, Belgium*
PDP Schedule for Ithaca, New York*
*You will be re-directed to the School
of Hotel Administration website of Cornell
University |
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View All Singapore Courses (Alpha Order) |
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