Customer Retention Masterclass | DMA

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Customer Retention Masterclass


You will learn to:

  • Understand the real nature of customer loyalty and the true meaning and application of CRM
  • Understand how your customers interact, use and buy (or not) from your brand
  • Use analytical methods to measure customer retention and loyalty
  • Plan and target a customer contact strategy, using online and offline communications
  • Implement and evaluate the success of your customer retention strategy

All of the learnings in the course are underpinned with activities and processes you can implement in your role.

Course information:

Understanding your customer‚Äč

  • Defining customer retention and 'loyalty'
  • Understanding the customer journey and defining the customer DNA through research and data

Measuring loyalty

  • Analytical methods to measure and evaluate customer retention and loyalty
  • Analysing the value, relevance and cost of loyalty schemes for optimum ROI

Planning your strategy

  • Planning contact strategies through the customer lifecycle
  • Workshop: planning contact strategies through the customer lifecycle

The importance of data
How to use data to customise/personalise website, contact centre and retail interactions

Customer retention - making it work in practice

  • Examples from B2C, B2B, Not-For-Profit and public sectors
  • Customer retention checklist and applying back in the real world

Who should attend:

This course is suitable for anyone relatively new to customer retention as part of their role or where the business has grown quickly through acquiring customers. Predominantly B2C marketers (agency or client-side) who plan, direct and execute direct and digital marketing campaigns.

Enrol onto 'Customer Retention' course and receive the 'DMA Data Guide'. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.


Vicky Mason
Vicky is a values-driven leader with a wealth of marketing expertise. Working in marketing since 2002, she has experience within both major corporates and small to medium sized businesses. Her hands-on in-house experience includes being responsible for the customer marketing strategy for brands including The Body Shop, Porsche, Honda, Vertu phones and McLaren F1 membership.

She now uses that experience to run outsourced marketing projects for organisations making a positive difference to people's health and wellbeing. Combining creative thinking with a data-driven analytical approach, she drives real results for her clients through her company, Make Your Difference Ltd.

Vicky's experience spans the marketing mix and her particular passions include:

  • Designing customer-centric marketing strategies
  • Running digital marketing programmes, including launching new websites
  • Designing customer communication programmes
  • Improving customer experience, customer engagement and NPS
  • Launching and enhancing membership programmes.

Vicky is also highly qualified. After completing her blue-chip graduate training, she went on to gain postgraduate marketing qualifications from both the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing (now the Institute of Data and Marketing). She also enhanced her strong interpersonal skills through a coaching qualification and a postgraduate qualification in Positive Psychology and Coaching Psychology.

Vicky runs a training day for the IDM Postgraduate Diploma and has also been invited to guest lecture at The University of Portsmouth amongst other training providers. Creating positive connections and ensuring people enjoy their work (and their training!) is something that drives her.


  • Course Start Date: 18 June 2024
  • Location: Virtual Classroom
  • Price: £450

Book now

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