ACRA Webinar: Acquisition v. Retention: Strengthening the Firm-Client Relationship

The interactions between a CRM firm and its clients aren’t just one-time business transactions - they are an ongoing relationship that must be established, cultivated, and maintained. CRM firms tend to place far more emphasis on client acquisition rather than on client retention—and this is generally a business mistake. Find out why, and how to extend the “lifetime” of your clients. Learn how to calculate the cost of acquisition, cost of retention, customer lifetime value, and the amount you should be investing in your customers to increase your profitability and value. Learn how to identify at-risk clients before it is too late and learn some things you can do to win back clients that do leave your firm.

ACRA's expert provider for this webinar is Christopher Dore. Dr. Dore is a consultant with Heritage Business International, a social enterprise venture that works to strengthen the value, sustainability, and impact of heritage organizations. While starting his career as an archaeological technician, he has since served as an executive and senior manager at some of the largest CRM and environmental firms in the world and is one of the few archaeologists holding a Ph.D. and an M.B.A. He is currently the President of the Register of Professional Archaeologists, and has been the Treasurer of the Society for American Archaeology and the President of the American Cultural Resources Association. He is an Adjunct Professor at the University of Arizona and Simon Fraser University where he teaches students about heritage business management. Dr. Dore is always excited about opportunities, like this ACRA OLO, for increasing the business knowledge of heritage professionals!

Note: This webinar will occur on Eastern Time