Customer Satisfaction and Loyalty

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Customer Satisfaction and Loyalty

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?

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  • COURSE TYPE Practitioner
  • COURSE NUMBER
  • DURATION 2 days
  • COURSE ACCREDITED BY ICSA

YOU WILL LEARN HOW TO

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.

IMPORTANT COURSE INFORMATION

Upon completing the course, participants will be awarded Strategic Axis certificate endorsed by ICSA – International Customer Service Association.

COURSE OUTLINE

Modules:

Module 1: Introduction

Customer satisfaction, retention, loyalty, and delight

Levels of loyalty

Customer satisfaction and loyalty

Customer delight

Module 2: Key Loyalty Measurements

Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR)

Profit impact of CRR

Customer life expectancy

Customer loyalty index

Module 3: 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

Module 4: 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

Module 5: Segmenting your Customers

Attitudinal and behavioral dimensions

Demographic variables, consumer, and business

Customer profiling

Customer modeling

Types of business customers (B2B)

Module 6: 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

Module 7: 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

  • In The Classroom

  • Live, Online

  • Private Team Training

  • Indiviual Private Session

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