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4C Consulting Breakfast Seminar

Customer Value: a Look into the Future

You probably distinguish your most valuable customers today... but  do you know who will be the most valuable ones tomorrow?
How do you value your prospects?
Are you clear on the tactics necessary to reach the potential of your customers and prospects?

4C Consulting present a customer case that illustrates how customer value and trigger-based marketing can be used together to improve the marketing and sales approach in a B2B setting. From acquisition over cross- and up-sell to churn prevention, customer value remains the key to decide which actions are really worthwhile and what resources are appropriate in the process.

Our guest for this seminar is bpost. In a liberalizing environment and a digitalizing market, bpost is repositioning itself in order to improve its own value to its customers while boosting customer value.

The seminar is mainly intended for marketing managers, segment managers, sales managers and sales analysts.
Customer or business intelligence professionals are also welcome; the emphasis of our presentation however will be more on the business aspects. More technical questions can be answered during the networking session.

Speakers:

Agenda:

- 07:30    Start of breakfast

 

- 08:30    Introduction - The idea behind the Breakfast Seminars by Kurt Cogghe - 4C Consulting

 

- 08:40    “Customer Lifetime Value” by Evelyne Dewitte - 4C Consulting

Customer lifetime value (CLV) is a well-known concept in marketing. CLV is defined as the net present value of the cash flows attributed to the relationship with a customer. As a metric, CLV places a greater emphasis on customer service and long-term customer satisfaction rather than on maximizing short-term sales.

While CLV is generally perceived as a very useful concept, in practice a lot of companies struggle to make CLV calculations. In this short presentation we give an overview of the most important aspects surrounding CLV: goal, components, measurements and usefulness.

- 09:00    “Customer value and event-based marketing in the SMB market at bpost” by Johan Derder - bpost

As senior segment manager at SMB, Johan took up the challenge to redefine customer value as more than just the revenue realized in the past. Instead, customer value needed to express the customer's potential.

How does bpost interpret customer value? What about prospects? How is customer value combined with event-based marketing? What are the main challenges to tackle in the future?

- 09:30    Closing remarks

 

- 09:40    Q&A

 

- 10:00    End of the session and networking

Date:

Wednesday November 23rd 2011

Location:

Domein Terassel
Nieuwelaan 71
1860 Meise

www.terassel.be