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Course Overview: Course Overview
Events Table Set Up

Customer retention for
Event Businesses


In life, it is impossible to track that which is not measured. Just as a business keeps tabs on revenue, expenses and profit, it is just as important to track customers and their behaviour, as this has a direct impact on how the business performs both now and in the future. 

Loyal customers are the lifeblood of any business. A sharp focus on your customer base is therefore necessary so as to: 

• Support long-term business growth and success, in terms of revenue and profit.

• Save resources (time and money) by reducing the impact of customer loss and negative experiences.

• Inspire customers to give repeat business and positively advocate your business to their friends and family.

• Make your business more competitive and differentiated from other service providers.

The overall objective of this course is to empower business owners on the know-how to: 

  • Strike a healthy balance between acquisition (getting new customers) and retention (keeping them)

  • Transform customers into loyal fans who give repeat business and refer potential customers


This course is ideal for an event startup, businesses in the events or hospitality space, or anyone who needs to sharpen their customer focus and grow their business


This course will therefore empower you on how to:

  • This course will therefore empower you on how to:

  • Strike a healthy balance between customer acquisition (i.e., focus on new customers) and customer retention (i.e., keeping them).

  • Drive loyalty and encourage repeat business following the customer's first interaction with your business.

  • Deliver exceptional experience that transforms customers into loyal fans of your business.

  • Ensure your customers have a positive interaction with your business, across all touch-points.

  • Personalise your communication and interactions with customers. 

  • Use the Customer Service Charter as a blueprint on how to best handle customers.

  • Align well with customers' needs and go beyond, by exceeding their expectations.

  • Map and develop a smooth Customer Journey that will make customer interactions enjoyable and memorable. 

  • Encourage customers to choose your business rather than your competitors through a winning Value Proposition. 

  • Boost slow business seasons and capitalise peak events and seasons through the Retention and Communication Plan.

  • Track progress of the retention strategy by leveraging data and information.

This workshop will practically empower you on how to build and sustain a healthy base of loyal customers. Each module tackles key aspects of customer retention, culminating in several course deliverables that will enable you practically implement the learnings in your business. 

Module Details 

Module 1: Introduction to customer retention

Module 2:  Customer experience 

  • Develop a Customer Service Charter, your promise on how you’ll handle customers to deliver a great experience.


Module 3: Communication & Marketing 

  • Develop a Retention and Communications Plan, to boost slow business seasons and capitalise on peak events and seasons

Module 4: Value management & retention Tracking 

  • Develop a Value Proposition, to positively influence customers to choose your business rather than your competitors


Scheduled over four weeks, this course is delivered through online lectures and group coaching sessions, and includes an activity workbook to help you implement the knowledge and skills practically into your business, and supplementary video lectures to help you further understand the course content.


1. What certificate will I get after the training?
 At the end of the training, you will get a certificate of completion that will confirm that you attended the 



2. How do I enroll in the course?
 Submit your details in the course enrollment form and our team will give you a call and instruct you on 

 the next steps you can also send us an email at or call us on 0708-071871.

3. How do I make payment for the course.
You can make payment for the course via mpesa, credit card, or debit card. The payment details will be provided in an invoice once your enrollment process is complete.

4. How long is the course?

The course takes a total of four weeks. You will be required to attend class once a week on Saturday from 10:00 am-12:30 pm at our training centre ( iHiT Kenya Dennis Pritt Road). 

5. Who is this course for?
This course is ideal for anyone interested in starting a business in events or currently running an event startup.

6. How do I contact you? To speak to a member of our team you can call us on +254-708071871 or email us at

Customer retention for event businesses 

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