This training course fits comfortably between two categories: customer service and marketing. Covering concepts such as customer satisfaction and loyalty justify its belonging to the 'customer service' category. However, looking in detail at concepts such as customer segmentation, customer profitability, customer surveys, the customer value proposition and loyalty schemes makes it also extremely valuable for the marketing functions of an organization.
By the end of the course, participants will be able to:
- Explain customer satisfaction, retention and loyalty and measure them in a meaningful and systematic way
- Defend the use of a profitability dimension to any customer loyalty strategy
- Arrange, plan and manage 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 effective loyalty schemes: know what to avoid and how to improve them
- Customer orientation
- Balanced decision making
- Results orientation
- Understanding prospect's motivation
- Integrative ability
- Problem and situation analysis
All marketing staff at any level in the organization, customer relationship management (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.