CRM & Retention Masterclass

CRM, Retention & Customer Lifetime Value The two-day seminar for shop owners who want to turn first-time buyers into regulars: CRM structure, customer segmentation, retention measures and measuring customer lifetime value.

CRM, Retention & Customer Lifetime Value at a glance

• Format: 2 days on site + self-learning track
• Level: Pro level for retention growth
• Participants: Max. 16 people
• Language: German
• Certificate: AEI certificate of participation
• Investment: €1,090.00 plus VAT

Many online shops invest heavily in new customers — and then leave too much revenue on the table. First-time buyers do not buy again. Newsletters go unused. CRM exists somewhere in a tool but is not a real system. That makes growth expensive, even though there is enormous potential in the existing customer base.

This seminar turns one-off buyers into valuable regulars: you develop a CRM and retention system that triggers repeat purchases, structures customer relationships and measurably increases customer lifetime value. In the end you know how to become less dependent on expensive new customer acquisition.

Who is this seminar for?

For shop owners, founders, e-commerce teams and digital entrepreneurs who want to turn new customers into loyal regulars systematically.

• You want to turn one-off buyers into returning customers.
• You have newsletters, customer data or automations but no real CRM system yet.
• You lack clear logic for segments, repeat purchases, reactivation and customer value.
• You want to become less dependent on increasingly expensive new customer acquisition.
• You need concrete campaigns, automations and metrics that make retention steerable.

Your learning objectives

After this seminar you can:

• analyse which customer segments have the highest revenue and repurchase value.
• define which CRM and retention KPIs are relevant for your shop.
• build an understanding of how first-time buyers are systematically developed into repeat buyers.
• assess which campaigns, triggers and offers increase customer lifetime value.
• recognise where customers drop off after the first purchase and why repeat purchases fail to happen.
• decide which CRM measures take priority and which only create extra effort.
• apply how email, automations, segmentation and personalisation work together.
• steer how you regularly optimise retention, repurchase rate, customer value and reactivation.

CRM and retention fields at a glance

• CRM — Structure customer data and make it usable for growth.
• SEG — Build segments by behaviour, value and purchase stage.
• MAIL — Use newsletter, flows and triggers strategically.
• CLV — Measure, understand and deliberately increase customer lifetime value.
• WIN — Plan reactivation and winback campaigns systematically.
• LOY — Translate loyalty, repurchase and customer retention into processes.

Programme — 2 days

Day 1 – CRM strategy, customer data & segments

09:30–10:45 — The CRM growth model

• Why retention makes growth cheaper and more stable
• The difference between new customer revenue, repurchase and customer value
• Structuring CRM along the customer journey
• Using the AEI Customer Value Map as a structural model

11:00–12:30 — Customer data & segmentation

• Using customer data from shop, email tool and CRM sensibly
• Building segments by purchase behaviour, value and activity
• Understanding RFM logic, cohorts and repurchase signals
• Sketching a segment structure for your own shop

13:30–15:00 — First purchase to second purchase

• Why the second purchase is the most important lever for many shops
• Planning post-purchase communication and onboarding
• Placing product logic, timing and purchase occasions
• Recognising and reducing repurchase barriers

15:15–16:45 — Email & automation flows

• Distinguishing newsletter, automations and campaigns cleanly
• Planning welcome flow, post-purchase flow and replenishment flow
• Aligning subject line, offer, timing and frequency strategically
• Designing your own CRM flow architecture

Day 2 – CLV, reactivation & retention roadmap

09:30–10:45 — Customer lifetime value

• Connecting CLV, repurchase rate, AOV and cohorts logically
• Assessing customer value by segment and product group
• Translating CAC, payback and retention into growth
• Identifying CLV levers for your own shop

11:00–12:30 — Reactivation & winback

• Recognising inactive customers and approaching them sensibly
• Planning winback campaigns with timing, offer and segment
• Using discounts, bundles and content without losing sight of margin
• Developing reactivation logic for your own shop

13:30–15:00 — Loyalty & customer experience

• Thinking loyalty mechanics beyond an interchangeable points system
• Strengthening customer retention through service, content and offers
• Placing community, referral and repurchase occasions
• Setting retention tests and responsibilities

15:15–16:45 — Your 90-day retention roadmap

• Prioritising segments, flows and campaigns
• Separating quick wins from CRM structural projects
• Planning automations, content and tool tasks
• Finalising your personal retention roadmap

Our approach

AEI does not see CRM as a newsletter department but as a growth system. You work on customer segments, purchase occasions and automations that turn individual purchases into recurring relationships.

The self-learning track prepares you with CRM fundamentals, segmentation logic and a retention readiness check for the live days.

• SEGMENT LOGIC You organise customers by behaviour, value and purchase stage instead of by gut feeling.
• FLOW ARCHITECTURE You develop CRM flows that trigger repeat purchases, reactivation and retention.
• CLV STEERING You connect customer value, campaigns and offers into a measurable growth system.

What you take with you

• AEI Customer Value Map for customer segments, purchase stages and CRM levers.
• CRM KPI set for repurchase rate, CLV, reactivation, churn and customer value.
• Segmentation blueprint for first-time buyers, repeat buyers, VIPs and inactive customers.
• First-to-second-purchase plan for converting new customers into regulars in a targeted way.
• CRM flow architecture for welcome, post-purchase, replenishment and winback.
• Email campaign matrix for occasions, segments, offers and frequency.
• CLV canvas for assessing customer value, margin, purchase frequency and payback.
• Retention test plan for subject lines, offers, triggers, bundles and content.
• Personal 90-day retention roadmap for your shop.

Investment and dates

• Regular price: €1,090 plus VAT
• Early bird price: €870 plus VAT up to 30 days before the seminar starts
• Bundle offer: 15% discount in combination with „Data & Analytics Pro“
• Format: 2 days on site + self-learning track
• Participants: Max. 16 people
• Language: German
• Location: Berlin, Munich, Cologne and Hamburg

Dates are added continuously. On request we will name the next available date and advise on on-site, live online or self-paced.