This non-technical course gives participants critical facts and best practices needed to successfully implement a relationship marketing strategy. It provides an understanding of the core strategies and the business benefits of using customer data to create loyal and profitable customers.

Participants will learn the core principles of relationship marketing - understanding the customer landscape; how to build a plan; different ways to segment customer databases; how to put relationship marketing strategies into practice; the metrics used to track and measure relationship marketing campaigns; common mistakes that lead to failure; and a series of real life, case studies.

Participants learn through classroom instruction and the use of practical, concrete examples. Every participant also receives a workbook filled with valuable reference materials for future use.

Don't miss out on this exciting opportunity to learn how to improve your relationships with your customers and join the growing legion of organizations across North America that are realizing the benefits of relationship marketing.

Who Should Attend?

This course is designed for anyone who participates in the development, analysis and management of relationship marketing programs, such as:

- Marketers and Product Managers:

• Who want to understand the core principles behind relationship marketing and how companies use customer data to develop profitable, long-term customer relationships
• Who require the latest information on relationship marketing strategies and tactics that work
• Whose goal is to develop a stronger strategic marketing sense and customer focus

- Analysts:

• Who want to develop a better and more in-depth understanding of the relationship marketing process and how it contributes to the decision making process

- IT or Technology Teams:

• Who work collaboratively to support the Relationship Marketing process

Day One:

Module 1: Overview of Relationship Marketing Concepts

• How relationship marketing evolved
• A holistic overview of the core relationship marketing principles
• The role of technology
• Understanding the changing role of marketing in Canadian organizations

Module 2: Creating a Strategic Relationship Marketing Plan

• Understand the four pillars of customer-facing strategies
• Learn the theory and the reality behind creating a relationship marketing strategy
• Key components of a strategic relationship marketing plan
• Understanding the difference between marketing objectives, strategies and tactics

Module 3: Identifying & Differentiating Customers

• The principles behind identifying customers and knowing who to serve
• How customer value drives marketing decisions
• The latest customer segmentation techniques and their applications
• Understanding the difference between profiling and prediction
• The roles and steps involved in creating a model
• Case studies

Case Study Presentation from an Industry Leader

Day Two:

Module 4: Interacting & Customizing the Customer Experience

• Understand the guiding principles behind customer interactions
• Best practices in channel strategy
• Understanding channels and evaluating which channel mix is best based on your marketing objectives
• The overarching rules for a customer contact strategy
• How testing drives marketing decisions
• The role of the feedback loop
• Methods of customizing the customer experience
• Case studies

Module 5: Tracking Performance

• Identifying the key performance metrics used in relationship marketing
• The truth about metrics
• Understanding how channels impact metrics
• The role of research
• Understanding ROI (return on investment)

Module 6: When Relationship Marketing Fails

• Real-world examples of the common mistakes or factors that led to failure in relationship marketing

Module 7: Up and Coming Trends and Strategies

• The future of relationship marketing strategies - a three to five year view

Case Study Presentation from an Industry Leader - Scotiabank

Module 1: Overview of Relationship Marketing Concepts

Module 2: Creating a Strategic Relationship Marketing Plan

Module 3: Identifying & Differentiating Customers

Module 4: Interacting & Customizing the Customer Experience

Module 5: Tracking Performance

Module 6: When Relationship Marketing Fails

Module 7: Up and Coming Trends and Strategies

Location and Dates

Apr. 24-25 or Nov. 1-2 in 2005
Toronto Training Centre
SAS Institute (Canada) Inc.
280 King Street, Suite 500
Toronto, ON. M5A 1K7

Instructor Profile

Kaksha Mehta, owner of Mehta Marketing, is a relationship marketing consultant who specializes in delivering leading-edge programs that deliver measurable results.

Kaksha has spent more than a decade working with some of Canada's most respected relationship marketing companies such as Shoppers Drug Mart, Kraft Canada, Scotiabank, Canadian Tire Acceptance Ltd., and others. Her experience includes a broad range of relationship marketing practices including lead generation, customer acquisition, retention and loyalty, and relationship management programs.

Kaksha is also a faculty member for post-graduate studies at George Brown College, where she teaches relationship marketing strategies and she serves as a board member of the college's Marketing Advisory Committee.

Kaksha has a particular talent for making relationship marketing concepts interesting and easy to understand by using practical, concrete examples.

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