Sales & Marketing · Professional · Corporate
MCCASM
Managing Customers for Competitive Advantage
Sales & Marketing
Professional level
10 Modules
40 Topics
Corporate
In-house or live virtual
Certification
Blue Ocean Academy certificate
MCCASM
Choose your enrolment option
Tailored delivery for teams.
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Blue Ocean AcademyCorporate training terms and scheduling policies apply
About the MCCASM Program
Winning a customer is cheaper to repeat than to replace. The program shows commercial teams how to segment a customer base, measure customer value, design service levels that match each segment, build retention and win-back plans and use customer feedback to improve the offer. Teams work with their own account data. Delivered in-house at the client's premises or live virtual, participants leave with a segmented customer plan and clear actions to protect and grow key accounts.
What You Will Learn
- Understand how customer management creates competitive advantage
- Segment the customer base by value and potential
- Measure customer profitability and lifetime value
- Design service levels that match each segment
- Build retention, growth and win-back plans
- Apply customer feedback to product and service decisions
- Lead key account reviews with internal stakeholders
- Evaluate customer performance using clear commercial metrics
What you take away
Skills You'll Build
Customer segmentation
Account planning
Retention strategy
Customer value analysis
Core Topics
Who Is This Program For?
Sales managers
Protect and grow the best accounts
Account managers
Plan accounts around value, not activity
Marketing teams
Target segments with the right offer
Customer service leaders
Match service levels to customer value
Commercial directors
Build a customer base that lasts
Business development staff
Win back lapsed and at-risk customers
What's Included?
Delivery at your premises or live virtual for your commercial team- Exercises run on your own customer and account data
- Participant workbook, segmentation and account plan templates
- Certificate of completion issued by Blue Ocean Academy
Blue Ocean Academy
Corporate training terms and scheduling policies apply
Course Outline
- How customer management drives advantage
- Cost of acquisition against retention
- Common customer management failures
- Setting customer objectives for the business
Every participant receives a Blue Ocean Academy certificate of completion
Choose How You Learn
Showcase Your Sales & Marketing Expertise
Every participant receives a Blue Ocean Academy certificate that can be verified by their employer. Corporate clients receive a completion report for the whole cohort.
Digital Certificate
Verifiable Credential
Professional Recognition
Cohort Completion Report
Corporate training
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