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So you have a successful sales operation, and you have a slick marketing machine. You have created a solid customer base which is your companies most important asset, what do you do now? Many companies fail to protect this asset properly. Proper management of your customer base can pay dividends far in excess of the initial sale; additional sales, referrals and goodwill all enhance your reputation and your bottom line. There are many statistics that all show the cost of retaining customers is far lower than the cost of finding new customers so does it not make sense to look after your existing customers? Kenneth Ford
Ken has a classic corporate marketing & customer care background. His career in financial services, the travel industry and sales training consultancy went from apprentice with Royal Bank of Scotland to Vice President with Citicorp Diners Club. Ken has successfully developed a career in marketing, sales and customer relationship management that has spanned 35 years. He has worked in a number of high profile companies including American Express, British Airways, Citicorp and Scottish Enterprise with a world class client list such as; Shell, BAe, Siemens Plessey, ICI, Thorn, Exxon, HM Government, Mars, Goldman Sachs, Price Waterhouse and Baring Brothers. In recent years he has successfully applied the standards of the corporate market when dealing with the SME market in the UK. |
