Customer Satisfaction and Loyalty Training Courses -

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Course Methodology

This course relies on presentations by the consultant followed by written or oral questions as well as case studies and analysis of real industry examples, application exercises to practice the concepts acquired and the development by participants of survey questionnaires in addition to other group presentations and exercises.

Course Objectives

By the end of the course, 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

Target Audience

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

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
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 quadrants
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
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
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

Meirc Professional Certificate (MPC)

MPC certified courses by Meirc Training and Consulting are designed for those willing to challenge themselves and go the extra distance. Participants who fully attend an MPC course and successfully complete the test on the last day, will receive a Meirc Professional Certificate (MPC), in addition to the one they receive for attendance. MPC certificates are regionally recognized and can be quite valuable when applying for more senior roles within the organization or outside.