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CS-3 - Customer Satisfaction and Loyalty

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This course fits comfortably between two categories: customer service and marketing. Covering concepts such as customer satisfaction and loyalty justify its belonging to the 'customer service' category. However, looking in detail at concepts such as customer segmentation, customer profitability, customer surveys, the customer value proposition and loyalty schemes makes it also extremely valuable for the marketing functions of an organization.

Course Methodology

In addition to the presentation by the consultant followed by written or oral questions the course relies on case studies, analysis of real industry examples, application exercises to practice the concepts acquired and the development by participants of scenarios, survey questionnaires and other group exercises.

Course Objectives

By the end of the course, 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

Course Outline

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

Survey design

  • Surveys and questionnaires
    • Objective of the survey
    • Population of interest
    • Writing the questions
    • Sampling methods
    • Administration and analysis

Customer satisfaction surveys

  • 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

Building customer loyalty

  • Loyalty re-visited: what is loyalty
  • How to foster loyalty
  • The 6 Ps of customer loyalty
  • The two tier approach
  • The laws of customer loyalty

Loyalty schemes

  • Loyalty schemes: background and justification
  • Loyalty schemes: what to avoid
  • Types of loyalty programs
  • Reasons to join
  • Different loyalty schemes
  • Rewards and perceived value
  • Customer data
  • Maximizing the results
AED 11,018
US$ 3,000
Register Now

Duration: 5 Days

Intakes: Every Month

Language: English / Arabic

Who will Benefit:
All marketing staff at any level in the organization, Customer Relationship Management (CRM) and data mining 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.