Customer Loyalty & Retention

Customer Loyalty & Retention The two-day seminar for everyone who does not want to start from scratch every year: you learn what really keeps a customer, how to calculate customer value and what a loyalty programme looks like that does not just hand out discounts. By the end you know which three measures raise your repeat purchase rate fastest.

Customer Loyalty & Retention at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €290.00 plus VAT

Most shops calculate in orders, not in customers. Yet the second purchase is considerably cheaper than the first: no advertising budget, no courtship, a trust that already exists. Whoever opens that calculation once changes their priorities.

At the same time loyalty is not a feeling you promise but a consequence of experiences. Whoever delivers on time, is reachable and does not stonewall when there is a problem binds customers without a programme. Whoever does not binds nobody, even with points.

This seminar works on both: the foundation — service, complaints, reliability — and the structure — customer value, segmentation, loyalty programme. You calculate with your own numbers, not industry averages, and decide which measure comes next.

What you take away

• A customer value calculation you can fill with your own numbers.
• The order in which loyalty develops — and which step you are skipping.
• A way of handling complaints that brings customers back instead of driving them off.
• A concept for incentives that does not lead into a discount battle.
• Three metrics on which you measure loyalty instead of asserting it.

Your learning objectives

• You calculate customer value and use it to decide on budgets.
• You distinguish measures that create loyalty from those that only buy attention.
• You design a complaint process that keeps customers.
• You build incentives that leave margin.
• You measure repeat purchase rate and customer value and recognise changes.

The levers at a glance

Customer value is a calculation, not a category. Whoever knows what a customer brings over three years can decide what they may spend on acquisition. Whoever does not always spends too much or too little — and notices neither.

Loyalty is created in the complaint, not in the newsletter. A solved problem binds more strongly than three smooth orders. That is why service is not a cost factor but the place where the relationship is decided.

Discount is the most expensive route to loyalty. A programme that only gives percentages trains customers on price and teaches them to wait for the next campaign. Incentives that offer access, service or choice cost less margin.

Personalisation needs data and restraint. Too little and you become arbitrary; too much and you become uncanny. The middle is a recommendation that fits the last action.

Who is this seminar for?

For people responsible for revenue, customer relationships or customer service.

• E-commerce and shop managers who know their repeat purchase rate and want to raise it.
• CRM and marketing leads who run newsletters and programmes.
• Service team leads who want to learn from complaints.
• Managing directors in mid-sized companies who need more predictable revenue.

Affinity for data helps but is not a requirement. The calculations are built together during the seminar, with simple spreadsheets rather than specialist software.

The seminar is not suitable for teams that want to integrate a loyalty system technically. We work on conception and steering, not on integration.

Investment and dates

Participation costs €290.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

You do not need live access for the exercises. Anyone who brings order numbers from the last twelve months can do the calculation on their own case — that is the most valuable part of the seminar.

After the seminar

You keep the materials, a spreadsheet template for customer value and a list of loyalty measures ordered by effort and impact. Both are explicitly meant for your existing base, not for a restart.

Two weeks after the seminar you receive a short follow-up: the calculation with your numbers and the measure you chose. We check whether it fits the customer value.

For teams the seminar is available as an in-house event with your own numbers and programmes. The procedure stays the same, the examples come from your shop.

Programme: 2 days

Day 1 – Loyalty fundamentals

• Why retention matters more than new customers
• Understanding customer value
• Service that binds
• Complaints as an opportunity
• Designing loyalty programmes sensibly
• Incentives without a discount battle

Day 2 – Programmes and incentives

• Personalisation in moderation
• Reactivation
• Repeat purchase rate and customer value
• Measuring and improving loyalty

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise with your own numbers and a review in the group. At the end of day one you calculate customer value for your shop; on day two you derive one measure from it.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work with your numbers, not with industry benchmarks. At the start of each exercise you decide which customer group you are looking at and what you want to know about it; at the end stands a measure you can stand behind.

The exercises are short and repeat in variations. That is deliberate: an eye for customer value does not come from watching but from calculating repeatedly with your own base.

Every block ends with a sentence you could show a colleague: what a customer is worth, why it matters, and which measure follows first.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their calculation, not just on their idea. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.