Key Definitions

• Customer Satisfaction, Retention, Loyalty and Delight
• Levels of Loyalty

Key Loyalty Measurements

• Customer Satisfaction Index and Customer Retention Rate (CRR)
• Profit Impact of CRR
• Customer Life Expectancy and Customer Loyalty Index

Loyalty and Profits

• General Accepted Accounting Principles (GAAP) Shortfall
• Activity Based Costing (ABC)
• Customer Profitability and the Whale Curve
• Customer Profitability at Best Practice Companies
• The Strategy Quadrant

Survey Design

• Objective of the Survey
• Population of Interest
• Writing the Questions
• Sampling Methods
• Administration and Analysis

Customer Satisfaction Surveys

• Guidelines, Methods and Metrics
• Transactional versus Image-Based Satisfaction Surveys
• Who and What to Measure
• What and How to Ask

Segmenting your Customers

• Attitudinal and Behavioral Dimensions
• Business to Business (B2B)
• Business to Consumer (B2C)
• Customer Profile and Modeling

Key to Loyalty: A Customer Value Proposition that Works

• A Powerful Value Proposition
• The Voice of the Customer
• Core Competencies and Core Values

Building Customer Loyalty

• The 6 P's of Customer Loyalty
• The Two Tier Approach
• Tips, Ingredients and Laws of Customer Loyalty

Loyalty Schemes

• Background and Expectations
• Building a Successful Scheme
• Cause Marketing and Customer Buy-in