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.
In addition to the presentation by the consultant followed by written or oral questions the course relies on case studies, analysis of real industry examples, application exercises to practice the concepts acquired and the development by participants of scenarios, survey questionnaires and other group exercises.
All marketing staff at any level in the organization, Customer Relationship Management (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.