Workshop on Customer Satisfaction and Loyalty Management

Program Overview:

Every business organization`s success depends on the satisfaction of the customers. In any business the customers always come “first” and then the profit. Those companies that are succeeding to satisfy the customers fully will remain in the top position in a market. Today’s business company has known that customer satisfaction is the key component for the success of the business and at the same time it plays a vital role to expand the market value.

Have you ever wondered what makes some organizations shine in the hearts and minds of customers and achieve the highest levels of customer delight and at the same time generate record profits? In this course we will give a practical insight into the workings of such successful organizations and help you create a roadmap that will take your organization to this new height.

For Whom:

This program is designed for Marketing Managers and Executives, Customer Relationship Management (CRM) 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.

Learning objectives:

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

• explain customer satisfaction, retention and loyalty and measure them in a meaningful and systematic way;
• 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; and
• develop effective loyalty schemes: know what to avoid and how to improve on them.

Course outline:

 Day 1: Key Definitions

• Customer satisfaction, retention, loyalty and delight
• Levels of loyalty
• Customer satisfaction and loyalty
• Customer delight
• Key loyalty measurements
• Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR)
• Profit impact of CRR
• Customer life expectancy
• Customer loyalty index

Day 2: Loyalty & 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 quadrants

Day 3: 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

Day 4: Segmenting your customers

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

Training Methodology

Lectures, discussions, exercises, and case studies will be used to reinforce these teachings/learning methods.