Customer Satisfaction and Loyalty

 About Course 

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.

Objectives

• Web, forms, and surveys
• Social
• Mobile
• Email

Additionally, our omnichannel solution provides the complex testing tools you need to analyse, optimize, and convert customer satisfaction, including:

• A/B multivariant testing
• Dynamic content personalized by group
• Retargeting based on customer activity
• The prioritization of communications across channels

Who should attend

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.

Course Methodology

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

 Outline

• 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
• 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

Certificates

A Certificate of Completion will be issued to those who attend & successfully complete the programme.

Schedule

  08:30 – 10:15 First Session

 10:15 – 10:30 Coffee Break

10:30 – 12:15 Second Session

 12:15 – 12:30 Coffee Break

12:30 – 14:00 Third Session

 14:00 – 15:00 Lunch

 Fees

 The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack is: