Strategic Customer Loyalty Management Course

This 5 Day program is will help make the needed difference in customer engagement,  customer retention, and increase the profitability of the organizations of attendees. Research has shown that a 5% increase in customer loyalty can boost profits by as much as 25% to 85%. With one-click shopping, speedy delivery, and free returns from the likes of ASOS and Amazon, it can feel almost impossible to keep up. With all that in mind, it’s hugely important to look at innovative ways to retain customers and the importance of customer loyalty – harnessing a loyalty program is a great way to do just that. A 2015 survey found that 42% of Americans will stop shopping with a brand that they are loyal to after two bad experiences.

Training Objective

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
• Define customer segments, profiles, and models for maximum strategic as well as the tactical impact
• Create 'customer value propositions that work
• Develop effective loyalty schemes: know what to avoid and how to improve them

Day 1 

Key Concepts

• Customer satisfaction, retention, loyalty, and delight
• Levels of loyalty
• Customer satisfaction and loyalty
• Customer delight

Leadership and customer Overview

• What is Customer-Focused Leadership?
• Customer-Focused Leadership Principles.
• Why effective Leadership is so important
• Aligning Service with your organization’s Vision and Mission
• Understanding Customer Expectation
• Establishing a Key Performance Indicator
• Boosting the Value of Customer Service

Day 2

Engaging Customers

• Develop your Service Strategy
• Instilling Support Service
• Putting yourself in customer Shoes
• Creating Customer Advocates

Key loyalty measurements

• Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR)
• Profit impact of CRR
• Customer life expectancy
• Customer loyalty index

Day 3

Building the Foundation for Achieving Customer Service Excellence

• The 7 Customer Service Expectations
• Measuring Internal and External Customer Service Satisfaction
• How to Use Customer Service to Increase Sales
• “Going the Extra Mile” to Promote Customer Service Excellence
• Using Social Media to enhance Customer Service
• Protecting your Organisation’s Online Reputation

Segmenting your customers

• Attitudinal and behavioral dimensions
• Demographic variables, consumer and business
• Customer profiling
• Customer modeling
• Types of business customers (B2B)

Day 4

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

Day 5

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