Protect the brand while pursuing short-term targets in customer lifetime value.
Building Strategies to Measure Customer Lifetime Value
An applied course in customer lifetime value built around the decisions practitioners actually face.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about customer lifetime value that tries to reach everyone reaches nobody. Attribution in this area of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. Exercises escalate in difficulty, ending with the ambiguous situations that make the marketing and commercial practice discipline hard in practice. Comparative studies of customer lifetime value across sectors find the same handful of failure points recurring. The content is relevant to those who own the practice within marketing and commercial practice and to those who are held accountable for its results. Participants gain a clear basis for measuring what this part of marketing and commercial practice has actually achieved. Most organisations already have a policy on customer lifetime value; far fewer can show it working. The course covers this area of marketing and commercial practice at the level of detail needed to act, and stops there. It closes by agreeing the smallest change to the marketing and commercial practice discipline that would make a visible difference.
Expected Learning Outcomes
Anticipate the objections that customer lifetime value will attract internally and answer them in advance.
Build the positioning for customer lifetime value around a claim competitors cannot honestly make.
Plan the handover of customer lifetime value so that capability is not lost when key staff move on.
Distinguish the parts of customer lifetime value that must be standardised from those that require judgement.
Test creative and messaging on customer lifetime value before committing budget.
Build the sales process for customer lifetime value so it is repeatable across the team.
Who Should Attend
Commercial analysts measuring performance of customer lifetime value.
Retail and channel managers executing customer lifetime value in the field.
Customer experience managers improving customer lifetime value.
Team leaders and supervisors who put customer lifetime value into practice day to day.
Analysts producing the data on which decisions about customer lifetime value rest.
Marketing managers responsible for customer lifetime value.
Course Modules
Customer lifetime value: positioning and the honest claim
2 sessions · 8 pointsSession 1Making customer lifetime value work when resources are constrained
- Design the retention action triggered when a customer of customer lifetime value goes quiet.
- Structure pricing for customer lifetime value against perceived value.
- Rehearse the briefing on customer lifetime value that would follow an incident.
- Confirm that those complying with customer lifetime value understand why it exists.
Session 2Qualifying out of customer lifetime value early and without guilt
- Build the report on customer lifetime value that answers whether to spend more or less.
- Agree the indicators that will show whether customer lifetime value is improving.
- Write the positioning claim for customer lifetime value and test whether a competitor could say it too.
- Set the discount authority for customer lifetime value and require justification.
Customer lifetime value: audience definition and segmentation
2 sessions · 8 pointsSession 1Defining the audience for customer lifetime value narrowly enough to matter
- Compare the cost of customer lifetime value with the cost of its absence.
- Map the handovers in customer lifetime value between functions and secure them.
- Test creative for customer lifetime value at small scale before full commitment.
- Describe the buyer for customer lifetime value specifically enough to name who is excluded.
Session 2Testing the message on customer lifetime value before spending
- Close out actions on customer lifetime value rather than leaving them open indefinitely.
- Check that customer lifetime value still works when volumes rise unexpectedly.
- Map the decision journey for customer lifetime value and mark where the choice is actually made.
- Establish what evidence demonstrates customer lifetime value is under control.
Customer lifetime value: the customer journey and decision points
2 sessions · 8 pointsSession 1Escalation and decision rights in customer lifetime value
- Arrange the handover of customer lifetime value so capability survives staff changes.
- Anticipate the objections customer lifetime value will raise and prepare the answers.
- Define the trigger that would require customer lifetime value to be redesigned.
- Reduce the variation in how customer lifetime value is carried out between teams.
Session 2Comparing customer lifetime value with recognised practice
- Choose the next segment for customer lifetime value and state why it is next.
- Identify single points of dependency in customer lifetime value and reduce them.
- Record what was learned when customer lifetime value did not go as planned.
- Plan the sequence in which improvements to customer lifetime value will be introduced.
Customer lifetime value: pricing, value and discount control
2 sessions · 8 pointsSession 1Measuring customer lifetime value when attribution is imperfect
- Set objectives for customer lifetime value in revenue terms with a timeframe.
- Review whether short-term tactics on customer lifetime value are damaging the brand.
- Build the content that answers the buyer's real question about customer lifetime value.
- Script the three most common objections in customer lifetime value and the responses.
Session 2The handover between marketing and sales in customer lifetime value
- Prepare the response for the most likely failure in customer lifetime value.
- Document the sales process for customer lifetime value so a new joiner can follow it.
- Define qualification criteria that disqualify quickly in customer lifetime value.
- Compare cost of acquisition against value in customer lifetime value.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.