Course objectives:

• Improve customer satisfaction, retention, loyalty and measure them in a meaningful and systematic way.
• Include a profitability dimension to any customer loyalty strategy.
• Plan, manage and analyze impactful customer satisfaction surveys.
• Define customer segments, profiles and models for maximum strategic as well as tactical impact.
• Create Customer Value Propositions that work.
• Develop loyalty schemes: know what to avoid and how to improve them.

Course Outlines:

• Definitions
• Customer Satisfaction, Retention, Loyalty and Delight
• Levels of Loyalty
• Loyalty Measurements
• Customer Satisfaction Index and Customer Retention Rate (CRR)
• Profit Impact of CRR
• Customer Life Expectancy and Customer Loyalty Index
• Loyalty and Profits
• General Accepted Accounting Principles (GAAP) Shortfall
• Activity Based Costing (ABC)
• Customer Profitability and the Whale Curve
•  Customer Profitability at Best Practice Companies
•  The Strategy Quadrant
• Survey Design
• Objective of the Survey
•  Population of Interest
• Writing the Questions
•  Sampling Methods
• Administration and Analysis
• Customer Satisfaction Surveys
• Guidelines, Methods and Metrics
• Transactional versus Image-Based Satisfaction Surveys
• Who and What to Measure
•  What and How to Ask
• Segmenting your Customers
• Attitudinal and Behavioral Dimensions
•  Business to Business (B2B)
• Business to Consumer (B2C)
• Customer Profile and Modeling
• Loyalty: A Customer Value Proposition that Works
• A Powerful Value Proposition
• The Voice of the Customer
• Core Competencies and Core Values
• Building Customer Loyalty
• The 6 P's of Customer Loyalty
•  The Two Tier Approach
•  Tips, Ingredients and Laws of Customer Loyalty
• Loyalty Schemes
•  Background and Expectations
•  Building a Successful Scheme
• Cause Marketing and Customer Buy-in

Who Can Benefit?

• All marketing staff at any level in the organization
•  managers and supervisors, product managers business unit managers
•  sales managers and supervisors
•  customer care managers and supervisors, analysts and any interested decision maker, department head or supervisor.

Call Us Now