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Customer Loyalty: Strategies and Measurement

Program Objectives:

By the end of the program, participants will be able to:

  • Understand 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.
  • Understand loyalty schemes: what to avoid and how to improve them.
  • This Program is designed for:

    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 and supervisor.

    Program Outline:

    Key Definitions Segmenting Your Customers
  • Customer Satisfaction, Retention, Loyalty and
    Delight and Levels of Loyalty
  • Attitudinal and Behavioral Dimensions
  • Business to Business (B2B) and Types of
    Business Customers
  • Business to Consumer (B2C) and Customer
    Profile and Modeling
  • Measurements
  • Customer Satisfaction Index and Customer
    Retention Rate
  • Profit Impact of CRR
  • Customer Life Expectancy and Loyalty Index
  • Loyalty and Profits Key to Loyalty: A Customer Value
    Proposition that Works
  • 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
  • A Powerful Value Proposition
  • The Voice of the Customer
  • Core Competencies and Core Values
  • Survey Design Building Customer Loyalty
  • Objective of the Survey, Population of Interest,
    Writing the Questions, Sampling Methods,
    Administration, Analysis and Reporting
  • The 6 Ps of Customer Loyalty and The
    Two Tier Approach
  • Tips, Ingredients and Laws of Customer
    Loyalty
  • Customer Satisfaction Surveys Loyalty Schemes
  • Guidelines, Methods, Metrics, Transactional
    Satisfaction and Image-Based Satisfaction
  • Who and What to Measure
  • What and How to Ask
  • Background and Expectations
  • Possible Pitfalls
  • Build a Successful Scheme
  • Cause Marketing and Customer Buy-in
  • Pre-requisites

    None:
    Duration : 2 days

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