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The 3 steps to master your high-value customer success

How to find, keep and leverage your High-Value customers?

Master Class English

Introduction

Many brand teams have built up huge data sets (website traffic, databases, customer service records, sales dashboards, …) over the past years. Yet, many marketing & sales professionals don’t seem to know very well what to do with all those data. 

In this interactive session, you will learn how to look at data and how to put them to work, with a focus on finding and keeping high-value customers. 

Using inspiring examples and actionable insights, you will get an outline of the three steps for success: 

  • How to define high-value customers ? 
  • How to quickly recognise them in your data, and put them on a high-value track? 
  • How to keep them (high value)?

What will you learn?

After completing this session, you will be able to: 

  • Define your high-value customers. You will know if you need to look at topline sales per customer, or margins, even after Cost-to-Acquire or Cost-to-Serve.
  • Quickly recognise them and put them on a high-value track, and learn how to measure ROI of these programs. 
  • Set up programs to keep these high-value customers. You will zoom in into ‘seduce for use’, ‘cross-sell to up-sell’, ‘surprise and delight’, the effectiveness of loyalty programs and predictive churn campaigns. 

For whom?

Marketing & sales professionals, insights and customer experience managers, as well as data experts /scientists.  

Particularly interesting for brands, which also have their own direct sales (offline in own stores, or online with e-com websites) or operate retail channels (bricks or clicks).

Language

The training and presentation will be conducted in English.
Participants may respond in the language of their choice.

Speakers

  1. Bert Peleman

    Bert Peleman

    Marketing Alchemist

    Bert Peleman is an experienced marketing leader with a career spanning global and local brands. He began his journey at Procter & Gamble, and went on to hold senior international marketing roles at The Walt Disney Company and Estée Lauder Companies. In Belgium, he has driven growth and innovation for respected names in mobile telecom (Mobistar), energy (Nuon, Lampiris) and retail (Brico & Planit). 

    As a keynote speaker, Bert has delivered insights at marketing conferences across the globe. Today, he advises and invests in start-ups and scale-ups across a range of industries. He also creates musical podcasts and he is the author of “The Brand Butterfly” (2025, Uitgeverij Pelckmans), a strategic and hands-on guide to High-Value Customer marketing.

Register

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Prices

  • UBA member : Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT)
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