SS117: Customer Satisfaction and Loyalty

Transcription

1 SS117: Customer Satisfaction and Loyalty SS117 Rev.002 CMCT COURSE OUTLINE Page 1 of 5

2 Training Description: 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? 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. Training Objective: By the end of the training, 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 Training Designed for: This course is designed for all marketing staff at any level in the organization, 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. Target Competencies Customer orientation Balanced decision making Results orientation Understanding prospect's motivation Integrative ability Problem and situation analysis Training Program: DAY ONE: PRE-TEST Key definitions Customer satisfaction, retention, loyalty and delight Levels of loyalty Customer satisfaction and loyalty Customer delight SS117 Rev.002 CMCT COURSE OUTLINE Page 2 of 5

3 Key loyalty measurements Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR) Profit impact of CRR Customer life expectancy Customer loyalty index DAY TWO: 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 DAY THREE: Customer satisfaction surveys Surveys and questionnaires o Objective of the survey o Population of interest o Writing the questions o Sampling methods o 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 FOUR: 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 SS117 Rev.002 CMCT COURSE OUTLINE Page 3 of 5

4 Articulating the value proposition The strong value proposition: conclusion DAY FIVE: 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 Course Conclusion POST-TEST and EVALUATION Training Requirement: Hand s on practical sessions, equipment and software will be applied during the course if required and as per the client s request. Training Methodology: This interactive training course includes the following training methodologies as a percentage of the total tuition hours:- 30% Lectures, Concepts, Role Play 30% Workshops & Work Presentations, Techniques 20% Based on Case Studies & Practical Exercises 20% Videos, Software & General Discussions Pre and Post Test Training Certificate(s): Internationally recognized certificate(s) will be issued to each participant who completed the course. Training Fees: As per the course location - This rate includes participant s manual, hand-outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day. SS117 Rev.002 CMCT COURSE OUTLINE Page 4 of 5

5 Note: The 5% VAT (Value Added Tax), will be effective starting 01st of January 2018 as per the new regulation from the UAE Government. The VAT applies for all quotation both for local and abroad. Training Timings: Daily Timings: 07:45-08:00 Morning Coffee / Tea 08:00-10:00 First Session 10:00-10:20 Recess (Coffee/Tea/Snacks) 10:20-12:20 Second Session 12:20-13:30 Recess (Prayer Break & Lunch) 13:30-15:00 Last Session For training registrations or in-house enquiries, please contact: Aisha Relativo: aisha@cmc-me.com Tel.: or Mob.: Training & Career Development Department SS117 Rev.002 CMCT COURSE OUTLINE Page 5 of 5