COURSE DESCRIPTION
To be successful and profitable, any business must keep satisfying their customers so that they keep coming back to do business. Loyal customers are the core of every business. The objective of this online customer loyalty and retention training course is to help customer service representatives understand the importance of customer loyalty and discover ways that they can promote it. At the end of this course, trainees will be able to recognize the value of loyal customers, understand how to build and maintain loyalty, identify and meet customer expectations, and provide superior service that generates loyalty.

THE AUDIENCE
Market research people, loyalty scheme managers, and supervisors, product managers, business unit managers, sales managers and supervisors, customer care people, analysts, and any interested decision-maker, department head or supervisor, all marketing staff at any level in the organization.

TRAINING PERIOD
5 days

CONTENTS

  • Day 1: Customer Satisfaction, Retention, Loyalty, and Delight
    • Levels of Loyalty
    • Customer Satisfaction and Loyalty
    • Customer Delight
    • Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR)
    • Profit Impact of CRR
    • Customer Life Expectancy
    • Customer Loyalty Index

  • Day 2: 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
    • Surveys and Questionnaires
    • The objective of the Survey
    • Population of Interest
    • Writing the Questions
    • Sampling Methods
    • Administration and Analysis

  • Day 3: 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
    • Attitudinal and Behavioral Dimensions
    • Demographic Variables, Consumer and Business
    • Customer Profiling
    • Customer Modeling
    • Types of Business Customers (B2B)

  • Day 4: The Value Proposition: Definitions
    • Why a Value Proposition
    • Building the Value Proposition
    • Articulating the Value Proposition
    • The Strong Value Proposition: Conclusion
    • Loyalty Re-Visited: What is Loyalty
    • How to Foster Loyalty
    • The 6Ps of Customer Loyalty
    • The Two-Tier Approach
    • The Laws of Customer Loyalty

  • Day 5: 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

Training and Development Center consultants are experienced and can explain everything you need to know about the courses on offer. If you want to meet with our Training Staff, they are also available by prior arrangement.

Any questions?

Email: natasha.shesha@mcm.ac.ae

Call Us: +97143841076

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