Personal and Business Competencies / Customer Service

Customer engagement and relationship management

Training dedicated to managing customer engagement at every stage of the relationship. The program covers customer engagement strategies, building loyalty, managing the customer lifecycle, engagement metrics (NPS, CSAT, CES), proactive communication, value-based relationship upselling, and retention techniques for at-risk customers.

Acquiring a new customer costs 5-7 times more than retaining an existing one. Yet many organizations focus on acquisition while neglecting the engagement management of customers who have already chosen their products or services. An engaged customer not only stays longer — they spend more and recommend the brand to others.

Customer engagement and relationship management is a one-day EITT training, available in on-site or remote format. The program is designed for professionals with customer-facing experience — sessions combine lectures with intensive workshops where participants design engagement strategies for their organizations.

Key topics covered include:

Customer engagement strategies and the customer lifecycle
Engagement metrics — NPS, CSAT, CES, health score
Proactive data-driven communication
Value-based relationship upselling
Retention of at-risk customers

Why choose this training?

Customer engagement is not a one-time activity but a systematic process requiring strategy, metrics, and tools. This training provides a complete engagement management framework — from diagnosing the current state, through identifying churn signals, to specific retention and relationship upselling techniques. Participants leave with a ready-to-implement strategy for their organization.

What sets our approach apart?

Engagement strategy design workshops — participants create an engagement management plan for their own organization
Retention conversation simulations — exercises on realistic at-risk customer scenarios
Diagnostic tools — health score templates, segmentation matrix, metrics dashboard ready for immediate implementation
Real-world case studies — examples of successful engagement strategies from B2B and B2C companies

After completing the training, participants can design and implement a customer engagement management strategy, measure its results, and respond to warning signals before the customer decides to leave.

Benefits

The participant will master strategies for building customer engagement at every stage of the relationship
Will learn to design and implement an engagement measurement system (NPS, CSAT, CES, health score)
Will develop the ability to proactively communicate with customers based on data
Will gain tools for relationship upselling that increases customer value without pressure
Will master retention techniques for at-risk customers
Will be able to identify churn warning signals and respond proactively
Will learn to segment customers by engagement level and adapt the strategy accordingly
Will develop competencies in conducting retention conversations

Who is this training for?

Customer Success Managers responsible for retention and client development

Account Managers building long-term relationships with their client portfolio

Customer service managers implementing engagement strategies

CX specialists designing customer experiences

Sales professionals developing relationship upselling competencies

Customer Care team leaders managing retention processes

Product managers analyzing user engagement

Professionals responsible for loyalty programs and NPS

Prerequisites

Experience working with customers (service, sales, or account management)
Basic knowledge of customer satisfaction metrics (NPS, CSAT)
Basic understanding of the customer lifecycle

Training program

Customer engagement — definition, models, and business significance
Customer lifecycle — stages and critical engagement touchpoints
Segmenting customers by engagement level
From transactions to relationships — shifting the service paradigm

NPS, CSAT, CES — when to use which metric
Building a customer engagement measurement system
Identifying warning signals (churn signals)
Analyzing engagement data — from metric to action
Customer health score — how to build and use it

Proactivity vs reactivity in customer service
Touchpoints and moments of truth in the customer relationship
Personalizing communication based on behavioral data
Automating proactive communication — tools and scenarios

Value-based upselling, not sales pressure
Identifying moments of customer readiness for expanding cooperation
Recommendation techniques tailored to customer needs
Cross-selling in the context of relationship building

Retention strategies for at-risk customers
Retention conversations — structure and techniques
Loyalty programs that build engagement
Win-back — recovering lost customers
Building an organizational culture oriented toward engagement

Delivery Methods

Online

Convenience of participating from anywhere
Interactive live sessions with trainer
Materials available for 30 days
No travel costs

On-site

Direct contact with trainer and group
Intensive hands-on workshops
Networking with other participants
Full focus on learning

Training Topics

Frequently asked questions

What are the prerequisites for this training?

This training is at the intermediate level. We expect participants to have experience working with customers (service, sales, or account management), basic knowledge of customer satisfaction metrics, and understanding of the customer lifecycle.

What is the format and duration of this training?

The training lasts 1 day and is available in online and on-site format. The program combines lectures with workshops — participants work on retention scenarios and design engagement strategies for their organizations.

Who is this training designed for?

This training is designed for Customer Success Managers, Account Managers, customer service managers, CX specialists, and all professionals responsible for building long-term customer relationships and preventing churn.