Course objective

• Improve customer satisfaction, retention, loyalty and measure them in a meaningful and systematic way.

• Include a profitability dimension to any customer loyalty strategy.
• Plan, manage and analyze 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 loyalty schemes: know what to avoid and how to improve them.

Who Can Benefit?

• All marketing staff at any level in the organization, 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.

Course Outline

• Definitions

• Customer Satisfaction, Retention, Loyalty and Delight
• Levels of Loyalty

• Loyalty Measurements

• Customer Satisfaction Index and Customer Retention Rate (CRR)
• Profit Impact of CRR
• Customer Life Expectancy and Customer Loyalty Index

• Loyalty and Profits

• General 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

• Objective of the Survey
•  Population of Interest
• Writing the Questions
•  Sampling Methods
• Administration and Analysis

• Customer Satisfaction Surveys

• Guidelines, Methods and Metrics
• Transactional versus Image-Based Satisfaction Surveys
• Who and What to Measure
•  What and How to Ask

• Segmenting your Customers

• Attitudinal and Behavioral Dimensions
•  Business to Business (B2B)
• Business to Consumer (B2C)
• Customer Profile and Modeling

• Loyalty: A Customer Value Proposition that Works

• A Powerful Value Proposition
• The Voice of the Customer
• Core Competencies and Core Values

• Building Customer Loyalty
• The 6 P's of Customer Loyalty
•  The Two Tier Approach
•  Tips, Ingredients and Laws of Customer Loyalty
• Loyalty Schemes

•  Background and Expectations
•  Building a Successful Scheme
• Cause Marketing and Customer Buy-in

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