Maximizing Customer Relationship

Course Methodology

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