Introduction:

This course fits comfortably between two categories: customer service and marketing. Have you ever wondered what makes some organizations shine in the hearts and minds of customers, achieve the highest levels of customer delight and at the same time generate record profits? In this course we blend customer service and marketing to give a practical insight into the workings of such successful organizations. We cover concepts such as customer satisfaction and loyalty, customer segmentation, profitability, customer satisfaction surveys, customer value proposition, and loyalty schemes, to help you create a roadmap that will take your organization to new heights.

Targeted Groups:

• Marketing Staff
• Customer Relationship Management (CRM) Departments
• Market Researcher
• Loyalty Scheme Managers and Supervisors
• Product Managers
• Business Unit Managers
• Sales Managers and Supervisors
• Customer Care Managers and Supervisors
• Analysts

Course Objectives:

At the end of this course the participants will be able to:

• Explain customer satisfaction, retention and loyalty and measure them in a meaningful and systematic way
• Defend the use of a profitability dimension to any customer loyalty strategy
• Arrange, plan and manage 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 effective loyalty schemes: know what to avoid and how to improve them

Targeted Competencies:

• Customer orientation
• Balanced decision making
• Results orientation
• Understanding prospect's motivation
• Integrative ability
• Problem and situation analysis

Course Content:

Unit 1: Key Definitions:

• Customer satisfaction, retention, loyalty and delight
• Levels of loyalty
• Customer satisfaction and loyalty
• Customer delight

Unit 2: Key Loyalty Measurements:

• Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR)
• Profit impact of CRR
• Customer life expectancy
• Customer loyalty index

Unit 3: Loyalty and Profits:

• The cost of loyalty
• Generally Accepted Accounting Principles (GAAP) shortfall
• Activity-Based Costing (ABC)
• Customer profitability and the whale curve
• Customer profitability at best practice companies
• The strategy quadrants

Unit 4: Customer Satisfaction Surveys:

• Surveys and questionnaires
• The objective of the survey
• Population of interest
• Writing the questions
• Sampling methods
• Administration and analysis
• Customer surveys guidelines
• Different survey metrics
• Types of satisfaction surveys: transactional versus image-based satisfaction surveys
• Who and what to measure
• How to ask
• Loyalty components
• The importance of demographics

Unit 5: Segmenting Your Customers:

• Attitudinal and behavioral dimensions
• Demographic variables, consumer and business
• Customer profiling
• Customer modeling
• Types of business customers (B2B)

Unit 6: Key to Loyalty: a 'Customer Value Proposition' that Works:

• The value proposition: definitions
• Why a value proposition
• Building the value proposition
• Articulating the value proposition
• The strong value proposition: conclusion

Unit 7: Customer Loyalty and Loyalty Schemes:

• How to foster loyalty
• The 6 Ps of customer loyalty
• The two-tier approach
• The laws of customer loyalty
• Loyalty schemes: background and justification
• Loyalty schemes: what to avoid
• Types of loyalty programs
• Reasons to join
• Different loyalty schemes
• Rewards and perceived value
• Maximizing the results