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During today’s
difficult economic climate, customer retention has become an even more
important determinant of success. Customer retention is all about loyalty. When
customers aren’t loyal, they leave. As customer loyalty increases, they are
much less likely to leave, and more likely to give you additional business,
even in the face of serious price competition. Knowing how to move customers up
the satisfaction scale to loyal is the key to not losing them and to growing
revenues from your existing customer base.
At the January 29th
Sales & Marketing Roundtable, Roger Urban, President of Urban Wallace
Associates, will be presenting data from several client engagements to
explain how and why improvements in customer satisfaction lead to greater
customer retention and increased revenues. Then, he will discuss three specific
strategies for improving customer satisfaction and loyalty.
As a participant you will learn how to:
Meet customer expectations in each
market segment that you serve·
Take very specific actions that will
improve the single most important driver of customer retention
Improve your customer’s post-sale experience
in order to increase his or her loyalty
Roger Urban is
ideally suited to be our expert speaker for this Roundtable. He is a specialist
in marketing, new product development and strategic planning who has founded
and run his own very successful boutique marketing research firm, Urban Wallace
Associates (www.uwa.com), for 25 years. Urban Wallace is focused on
generating new, actionable information about customers’ and prospects’ Purchase
Logic™ and satisfaction levels. The primary deliverable is a report and
interactive session focusing on specific actions to grow the revenues and
margins of its clients. The company’s clients range in size from technology
start-ups to mid-size and very large firms, such as FedEx Freight and Citibank.
Industries of focus include technology, industrial manufacturing, consumer
products and services, transportation and financial institutions.
Roger began his
marketing career in the Maxwell House division of General Foods. He was the Brand
Manager-New Product Development for The Clorox Company where he and his team
invented and launched Soft Scrub®. Roger is a graduate of Dartmouth College and
earned an MBA in finance and marketing from Stanford University.
This is the first
session of the Council’s Sales & Marketing Roundtable for the 2009. Please
come prepared to raise issues, ask questions and contribute your insights and
experience as Roger Urban and Roundtable facilitator & Council trustee Mike
Kinkead conduct a lively, interactive session about customer retention.
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