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Optimising Customer Retention

Learning Level: Manager
Format: 3 Hours
Delivery: Virtual
Online
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Keeping customers has never been more valuable. This practical course helps you understand why customers stay, why they leave and how to create contact centre customer experiences that strengthen loyalty and protect long-term growth. 

Many organisations invest heavily in attracting new

customers yet lose value through avoidable customer churn. While service performance may look strong on the surface, the reasons customers become disengaged often remain hidden until it’s too late. For contact centres, understanding customer retention is no longer optional. It’s a critical driver of customer experience, commercial performance and sustainable growth. 

This highly interactive course explores what really drives customer loyalty and how everyday decisions influence whether customers remain loyal advocates or begin looking elsewhere. You’ll examine the behavioural, emotional and practical factors that shape customer retention, whilst developing a clearer understanding of lifetime value, customer effort and loyalty drivers. 

Using real-world examples, customer insight and practical exercises, you’ll learn how to identify retention risks before they become customer losses. The course will help you uncover opportunities hidden within customer feedback, complaints, quality monitoring and customer journey data, allowing you to target improvement activity where it will have the greatest impact. 

Designed for people responsible for customer experience, engagement and operational performance, the course provides practical tools and techniques that can be applied immediately. You’ll leave with a clearer retention strategy, greater commercial awareness and a blueprint for success that helps create more loyal, engaged and profitable customers.

Course content

  • Understanding retention Explore loyalty, churn, customer lifetime value and commercial impact within contact centres.  
  • Acquisition versus retention Understand why retaining customers can deliver greater long-term business value.
  • Drivers of loyalty Examine expectations, trust, emotional connection and factors influencing customer commitment.  
  • Customer churn indicators Identify warning signs that suggest customers may be considering leaving.  
  • Using customer insight Turn feedback, complaints and behavioural trends into retention opportunities.  
  • Journey hotspot analysis Discover where customer effort and friction increase disengagement and churn.  
  • Moments that matter Recognise experiences that strengthen loyalty and encourage repeat engagement.  
  • Building customer trust Explore colleague behaviours that create confidence, advocacy and lasting relationships.  
  • Retention measurement Define measures of success that demonstrate retention and loyalty improvements.  
  • Retention action planning Create a practical roadmap for continuous improvement and stronger customer retention. 

Learning outcomes

  • Explain how customer experience influences loyalty, retention and long-term customer value outcomes. 
  • Identify customer behaviours and signals that indicate increasing retention risk or churn. 
  • Understand how customer conversations directly influence loyalty, trust and future engagement. 
  • Use customer insight to uncover retention opportunities and prioritise improvement activities. 
  • Recognise customer journey moments that strengthen loyalty or create disengagement and attrition. 
  • Apply practical retention strategies that improve engagement, loyalty and customer advocacy levels. 
  • Create actionable retention plans that deliver measurable customer and commercial improvements. 

Enquire here

Who should attend?

Contact centre professionals improving loyalty, retention and customer experience outcomes.

What will you learn?

Identify opportunities to reduce customer churn through smarter retention strategies.

How much is it?

£375 +VAT, Members receive a 20% discount

Format Info

3 hour online workshop, using Zoom.

Group discount

Additional discounts available for group bookings
Enquire

Who is it for?

Contact centre professionals improving loyalty, retention and customer experience outcomes.

Why should you go?

Identify opportunities to reduce customer churn through smarter retention strategies.

How much is it?

£375 +VAT, Members receive a 20% discount

Meet the Trainer

No Academy Leader assigned to this course.

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For more than 30 years, the CCMA has been dedicated to supporting contact centre leaders. We push ourselves to do more for our thriving membership base, which is the largest community of industry professionals in the UK.

The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations - and we live by that to this day.

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By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

By completing this form you agree to the CCMA using your personal data in accordance with our Privacy Policy. We use your data to personalise and improve your experience on our digital platforms, send you relevant communications, provide products and services you request from us, and to carry out profiling and market research. You have the right to object, unsubscribe or be deleted from our database. Please contact info@ccma.org.uk.

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