The GrowthKind: Where the Value Is Hiding in Your Customer Base

​Every business knows its existing customers are worth more than new ones. Far fewer can say which customers, or why.

​That's where most loyalty and CRM programmes come unstuck. Not the technology - the thinking underneath it. What does "valuable" actually mean in your business? What would bring someone back who wasn't going to? And why would your CFO fund it?

​Zoe Nicolay works on exactly these questions. She's the founder of CustomerConnected, a loyalty and CRM consultancy that helps brands make more revenue from their existing customers. She was Group Head of Customer at Halfords and before that spent more than seven years leading customer strategy at Argos. Since then she has worked on a number of big, global strategic programmes for Selfridges, Gymshark, Dobbies Garden Centres & Restaurants, Norwegian Airlines and Wolseley.

​This is a roundtable, not a talk. Bring your headaches and we'll work through them together, one step at a time, including:

• ​Identifying your most valuable customers. Not who they are but what they do that makes them so important in your business.

• ​Building a proposition that fits your brand, with emotional engagement that goes beyond points and pounds.

• ​The business case your CFO will believe, and the technology decisions that are hard to undo.

• ​The mistakes Zoe sees brands make again and again, and how they were fixed.

​It'll be highly interactive - and probably a little therapeutic. Just as relevant for B2B as for B2C.

​You'll leave with a clear framework for building retention, and a sharper view of where the value is hiding in your own customer base.