Customer Satisfaction and Loyalty

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, the customer value proposition and loyalty schemes to help you create a roadmap that will take your organization to new heights.

Awarding Body

London Institute of
Business & Technology

Duration

5 Days
25 Hours

Start Date

All Year Around

Study Mode

Classroom OR
Distance Learning

By the end of this programme, the participant 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
  • Key definitions
    • Customer satisfaction, retention, loyalty and delight
    • Levels of loyalty
    • Customer satisfaction and loyalty
    • Customer delight
  • Key loyalty measurements
    • Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR)
    • Profit impact of CRR
    • Customer life expectancy
    • Customer loyalty index
  • 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 quadrant
  • Customer satisfaction surveys
    • Surveys and questionnaires
    • 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
  • Segmenting your customers
    • Attitudinal and behavioral dimensions
    • Demographic variables, consumer and business
    • Customer profiling
    • Customer modeling
    • Types of business customers (B2B)
  • 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

All marketing staff at any level in the organization, Customer Relationship Management (CRM) departments, market research, loyalty scheme 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.

5-day training programme – 1,790 USD

How many students are there in a classroom?

It depends on how many would enroll per intake. Even if the number of students are just 1, we still continue with the training as planned. The maximum number of students we will have in a classroom is 10.

Can I request a date that is convenient for me?

Absolutely! We will arrange the training that is convenient for you. The training date is completely customizable.

Can I change the course content?

Yes, if the contents of the course needs to be changed, please let us know. We will communicate with you and get a course outline that works for you finalized.

Does it matter which industry I work at?

It really doesn’t. We take cases and discuss them to cover your industry. If you need the course to be customized and tailored to your industry, we can also do that. You’d have to let us know in advance by filling out the form below.

(The fees include coffee breaks, study materials and working lunches daily)

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