Course Overview

This 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.

Course Objective

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

• Improve customer satisfaction, retention, loyalty and measure them in a meaningful and systematic way.
• Include a profitability dimension to any customer loyalty strategy.
• Plan, manage and analyze 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 loyalty schemes: know what to avoid and how to improve them.

Who Should Attend??

All marketing staff at any level in the organization, 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.