STRATEGICCUSTOMER ADVOCACYMANAGEMENT

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UNI training courses are thoroughly researched and carefully structured to provide practicaland exclusive training applicable to your organization.

Benefits include:• Thorough and customized programmes to address current market concerns• Illustrations of real life case studies• Comprehensive course documentation• Strictly limited numbers• Pre-course questionnaires

• Ascertain the relationships between customer loss, customer retention andcustomer acquisition - insight that is critical to your ongoing success

• Understand why the reasons customers leave may not be what you think -how to get to the real root of the problem

• Discover the secrets to Winning back lost customers - and Preventing at-riskcustomers from leaving

• Target and Acquire new customers who will perform like your most profitablecustomers - stop wasting money on the rest

• Build an organization and culture in which everything - from communications,to employee attitudes and actions, to processes - is centered around thecustomer

• Examine misconceptions about customer loyalty and customer satisfaction- and the real differences between the two

• Recognize that customer defection is a company problem - learn how to pulltogether to win back or save high-value customers

• Learn how to build and sustain online customer loyalty

14th - 15th January 2008 • Eaton Hotel, Hong Kong

“Three-quarters of customers who report experiencing ‘average customerservice’ also reported a desire to defect from the supplier, and thesituation is not being helped by self-service facilities, according toresearch by Accenture”

- The Wise Marketer, May 30,2007

CAPITALIZE ON THE EXPERT KNOWLEDGE TO GAIN MAXIMUMVALUE ON THESE VITAL ISSUES:

Testimonials from past delegates:

“Fantastic program that is very relevant to what’s happening in today’s market.We all lose customers, and we all want to get better at keeping them andgetting them to come back”

- E-Commerce Director, an independent investment advisory

“Michael Lowenstein is an outstanding and engaging instructor. He pulls nopunches in describing what does and does not work in today’s businessenvironment. The material presented will be extremely beneficial to my company.I can’t wait to start implementing the ideas.”

- Marketing Director, a leading consumer goods company

Optimizing your Customer Value Proposition to Achieve Greater Customer Spending &Satisfaction through Employee Ambassadorship and Customer Divisibility methods

Course Facilitator:

Mr. Michael LowensteinVice President & Senior ConsultantHarris Interactive Loyalty

Author of “One Customer, Divisible”,“Customer Retention”, “The CustomerLoyalty Pyramid”

INVOLVE YOUR ENTIRE COMPANY

• The importance of creating winback and othercustomer-focused teams to help execute your plans

• Is there a connection between staff loyalty andcustomer loyalty?

• 9 best practices for building a company culture thatencourages loyalty

• Why it’s nearly impossible to build customer loyaltywith a staff that is not loyal and productive

• Leverage Employee Ambassadorship

TOOLS & TECHNIQUES FOR RETAINING& RECOVERING CUSTOMERS

Strategic Customer Advocacy Management

• Making profitable win-back decisions - who, what andwhen

• Lifetime value vs. second lifetime value: How aregained customer may actually mean more ROI

• Using the Customer Loyalty Compass - a disciplinedapproach to identifying what drives loyalty

• Essential tools for making your company defection-proof

• Providing value to customers you think are “safe” - butreally aren’t

• How to put together a customer information systemthat drives loyalty

• What you need to know to profit from online customercommunities

• The important role customer targeting plays in holdingon to customers

Apply hard-working strategies to win back lostcustomers, save those on the brink of defection andmake your company defection-proof

GET STARTED - AN INTRODUCTION TOTHE POWERFUL CUSTOMER LIFE-CYCLE

• The Customer Life-Cycle Concept - what it’sabsolutely critical you understand

• A closer look at the vital link between Acquisition,Retention, Loss and Recovery

• The often surprising causes of customer risk and loss -and the costly effects

WIN BACK LOST CUSTOMERS

PROGRAM AGENDA

Rsearch conducted by Bain & Company over thepast decade has found that a passionatecommitment to building and sustaining customeradvocacy is vital for any company that aims toachieve lasting revenue growth and profitability.But recent surveys of consumers in markets acrossthe Asia Pacific region reveal that service businesseshave a deep-rooted problem with customer loyalty- one that they are just beginning to recognize.

Bain & Company’s studies indicate that eachadvocate will praise their favored company to threeother people, on average. A detractor, by contrast,warns off nine other potential buyers. Interestingly,the biggest payoff comes from recovering acustomer who’s had a bad service experience.Companies can do this by empowering theiremployees to go to extra lengths to resolve thecustomer’s problem immediately, transforming anangry malcontent into a delighted fan. On average,a convert will tell a dozen people about his or herpositive experience.

This two-day workshop will introduce cutting-edgemarketing methodologies for maximising the growthand profitability of a firm through superiorcustomer management strategies. The learning willbe accentuated through discussion of case studiesand industry best practices.

Free Takeaway!!

You will receive a workbook packed with valuableinformation you can continually reference back onthe job. It includes proven techniques,checklists, guidelines, and a wealth of othermethods for improving your company’s results.Plus, there is ample space for you to take notesand highlight new ideas as they are presentedduring class discussions.

Day One, 14th January 2008

During the workshop, a valuable case study will teachyou how to devise an action plan to promotewinback, customer retention, and loyalty. You will havethe opportunity to work with a group of your peers andpresent your detailed program to the class.

• Can you really save a customer on the brink ofdefection? Absolutely - here’s how

• Churn Management: How to apply the power ofpredictive churn modeling to identify customers mostlikely to jump ship

End of Day One

The Document Life Cycle

BECOME A CUSTOMER-CENTRICORGANIZATION

TARGET & ACQUIRE THE BESTCUSTOMERS

Creating Customer Advocacy - Utilizing Non-Traditional Approaches to Optimize Loyalty Behavior

• The powerful role the Customer Loyalty Pyramidcan play in your organization over the long-term

• What highly successful, commitment-basedcompanies do differently

• The “Seven S” Framework Model for setting andmanaging direction for your organization - how to use itto impact customer processes

• Tips on using the “Seven S” model to build acustomer lifecycle culture and infrastructure

• Why do you need to focus on the intangible andmeasurable Hard S’s of customer loyaltystrategy, structure and systems?

• How the constantly evolving and changing SoftS’s - customer loyalty staff, style, skills andshared values - impact your organization’sstructure and systems

• A game plan for putting customer value conceptsinto action immediately

• Who are your best prospects? Why is it important tocorrectly target them?

• How to make sure you’re doing the right things toattract the best customers?

• How the overall success - or failure - of your effortsdepends on identifying and eliminating undesirableprospects?

• How to build products and services your best customerswant? - The key to retention success

WHO SHOULD ATTEND

This training program is uniquely designed to providevaluable insight for:

Directors, Vice Presidents, Senior Managers, Managersof Marketing, CRM, Customer Relations/Satisfaction,Relationship Marketing, Customer Retention & Loyalty,Customer Service, Strategic Planning & DatabaseMarketing

PROGRAM SCHEDULE

DAY 1 & DAY 2

08:30 Registration09:00 Morning Session Begins10:40-11:00 Refreshments & Networking Break12:45 Luncheon14:00 Afternoon Session begins15:30-15:50 Refreshments & Networking Break17:00 Course Ends

PRE-COURSE QUESTIONNAIRETo ensure that you gain maximum value from this course,a detailed questionnaire will be forwarded to you uponregistration to establish your exact training needs andissues of concern. Your completed questionnaire will beanalysed by the course trainer prior to the event andaddressed during the event. You will receive acomprehensive set of course documentation to enableyou to digest the subject matter in your own time.

Strategic Customer Advocacy Management

GROUP DISCUSSION AND SUMMARY REVIEWReview of key concepts and take-aways for the twoday session. Discussion on how to proceed whenyou return to office.

Learn cutting-edge tactics for acquiring andretaining profitable customers

MANAGE CUSTOMER RETENTION &SATISFACTION

• Tangible and intangible performance measurements -when and how to use each

• Don’t react to customer complaints - proactivelyturn them into loyalty-building tools

• How to use the gap between what customersperceive and what employees think they perceiveto improve training, sales, marketing and culture-building

• Common mistakes made when communicatingfindings

• What does it really take to organize for customerloyalty?

• Strategies you can “borrow” from other organizationsto build a staff of employees who match customers’needs

• What is the Casanova Complex? Why must you avoidit at all costs?

• Referrals: How to work harder to get them... startingas early as the acquisition stage

• Turning prospects into first-time buyers - are you on topof what really works?

SLICE & DICE CUSTOMER DATA TOIMPROVE RETENTION• Don’t fight customer profiles and behavior - how to use

current, accurate data to your benefit throughout thelife cycle

• Leveraging the power of Customer Divisibility: Coreissues to address in understanding and responding tocustomers’ changing needs

Day Two, 15th January 2008

Individual Exercise - You will learn how to applyworkshop concepts immediately!

End of Day Two

About Your Course Facilitator

With over 30 years’ of management and consultingexperience in customer and staff loyalty research, CRM,loyalty program and product/service development,customer win-back, service and channel quality,customer-driven corporate culture, and strategicmarketing, Michael Lowenstein is Vice Presidentand Senior Consultant of Harris InteractiveLoyalty. Harris Interactive is a top-ten research andconsulting company, and provides research services forcorporations in automotive, consumer/retail, financialservices/insurance, business-to-business, telecom,health/healthcare, and technology enterprise sectors.Michael is an active international conference keynoteand speaker, workshop facilitator, and he is a regularfeatured contributor to two customer loyalty newsletters.He also provides expert customer loyalty resourcecommentary to several professional CRM, marketingand customer service sites on the Internet.

He is the author of 2 widely-regarded books:“Customer Retention: Keeping Your BestCustomers”, and “The Customer LoyaltyPyramid”. He is also the co-author of “CustomerWinBack: How to Recapture At-Risk and LostCustomers - and Keep Them Loyal”. Additionally,he is the principal contributing author to RedefiningConsumer Affairs, plus The Answer Book forCustomer Service Managers, and he has writtenseveral sections and the Afterword forCustomer.Community: Unleashing the Power of YourCustomer Base. His latest book, “One Customer,Divisible” is published in affiliation with AmericanMarketing Association and is focused on customerdata gathering, storage, management and applicationfor creating targeted customer value. He is currentlyworking on his new book, “The AdvocatingCustomer”.

Michael is listed in several regional, national,international, and professional Who’s Who editions; andhe is an expert panel or advisory board member forseveral customer loyalty and CRM information sources,including CRM Guru, the leading CRM/customer loyaltyportal. He is a customer life cycle workshop facilitatorfor Direct Marketing Association and has been acustomer loyalty instructor for American MarketingAssociation, Bank Administration Institute,eCustomer Service World, American ManagementAssociation, and for corporations such as Toyota,Aetna, Nestle, MetLife, BellSouth, Wachovia,Daimler-Chrysler and Charles Schwab.

Partial clients’ list include:• ExxonMobil• UBS• Motorola• Cisco• eBay• HP• MGM Grand• Sprint• AOL• Federal Express• Microsoft• Nortel• McDonald’s• Bell Canada• Sun Microsystems• Ricoh• Emerson

Loyalty ResearchCommitment, the most powerful indicator ofloyal behavior.Harris Interactive’s Loyalty Research Practice is a leading,best-in-class customer-loyalty thought leader and researchsolutions provider. Their long-standing roster of clientslists 175 of the Fortune 500 companies, including global,market-leading enterprises spanning multiple industriesand segments. More than 100 worldwide researchers,methodologists and consultants - supported by anadvanced technology platform, global data-collection andproject-management capabilities, online reporting tools,and a dedicated marketing science team - work closelywith Harris Interactive’s vertical industry practices. Theresult is a unique combination of subject-matter, industry,and technology expertise, and a wealth of intellectualcapital gained from decades of consulting diagnostic,actionable research in a variety of loyalty-related areas.

About Harris Interactive Loyalty

About Employee Ambassadorship

Employee Ambassadorship is a new techniquedeveloped by Michael Lowenstein for linking theattitudes and actions of employees to the behavior ofcustomers.

About Casanova Complex

Casanova Complex refers to the predisposition ofmany companies to accept any new customer withminimal targeting as to fit and potential. In all thehaste to bring in customers, companies can oftenforget to court the right customers, those whorepresent the best long term revenue potential, or whowon’t overtax the company’s customer service andsupport structure and are most likely to stay with thecompany in the first place. This tendency to be nonselective is Casanova Complex.

About Customer Divisibility

Customer Divisibility is a method of profiling andunderstanding a customer so completely throughinformation that any purchase experience can becustomized based on scenario.

Strategic Customer Advocacy Management

Sales ContractTo confirm your position at this training, please completethis form and fax back to Marketing Fax: (65) 6557 2512DELEGATES’ DETAILS

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Venue and DateEaton Hotel, Hong Kong14th - 15th January 2008

Workshop FeeSGD 3,495 per delegateSGD 3,195 per delegate if 2 or more delegates sign up

•Fee inclusive of course documentation, luncheons, refreshments and 15% servicecharge.

•The amount payable is net of withholding taxes or any other taxes, if any.

Registration and EnquiriesUNI Strategic Pte Ltd61 Robinson Road #18-01 Robinson CentreSingapore 068893

Contact Lim Lay EanDirect Line: (65) 6825 9609General Line: (65) 6825 9579Fax: (65) 6557 2512Email:lelim@uninetintelligence.com

Payment MethodCredit Card:Please debit my VISA MASTERCARD AMEX

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Cancellations/SubstitutionsIf you are unable to attend, a substitute delegate is always welcome at no additional charge. All bookings carry a 50% liability immediately after a fully completed sales contract has been received by the UNIoffice. Please note that a written notice of the cancellation must be received via mail or fax 3 weeks prior to the event date in order to obtain the balance of the event fee as a credit to be applied against anotherUNI conference, summit or training course. All fees are inclusive of an 18% service charge, which is completely non-refundable and non-creditable. Cancellation of any event with less than 3 weeks notice priorto the event date carry a 100% liability, however the delegate will still be entitled to a complete set of course documentation. Payment must be made within 5 working days upon registration and in agreement,UNI will not be able to mitigate its losses for less than 50% of the contract value in case of dispute with the client or cancellation of this contract by any one party. UNI reserves the right to cancel or make anyother changes to the content and timing of the events or speakers for reasons beyond its control. If for any reason UNI decide to amend these conferences, summits or training courses, UNI is not responsiblefor covering airfare, hotel or other costs incurred by registrants. In the event that UNI cancel the event, UNI reserves the right to transfer this booking to another event or to provide a credit of an equivalent amountto another event to be held within the following twelve months.INDEMNITY: Should for any reason outside the control of UNI, the venue or speakers change, or the event be cancelled due to an act of terrorism, extreme weather conditions or industrial action, UNI shall endeavourto reschedule but the client hereby indemnifies and holds UNI harmless from and against any and all costs, damages and expenses, including attorney fees, which are incurred by the client. The construction, validityand performance of this Agreement shall be governed in all respects by the laws of Singapore.

AuthorisationSignatory must be authorised to sign on behalf of contractingorganisation.

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Signature: ___________________________ Date: _____/_____/_____This booking is invalid without a signature.

Hotel AccommodationAccommodation is not included in the training fee. To make a reservationfor accommodation at the training venue at our corporate rate, pleasecontact the respective hotel

Eaton Hotel, Hong Kong380 Nathan RoadKowloon, Hong KongContact: Stella Ng, Reservation SupervisorTelephone: (852) 2710 1828Email address: rsvn@eaton-hotel.comEvent Code: SGT148 HA

Strategic Customer Advocacy Management