CUSTOMER SATISFACTION AND LOYALTY

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1 CUSTOMER SATISFACTION AND LOYALTY August, 2016 Doha, Qatar

2 Course Introduction: To be successful and profitable, any business must keep satisfying their customers so that they keep coming back to do business. Loyal customers are the core of every business. The objective of this online customer loyalty and retention training course is to help customer service representatives understand the importance of customer loyalty and discover ways that they can promote it. In our experience most companies benchmark customer satisfaction, however not many are able to attain significant customer satisfaction and in today s business environment, a satisfied customer means nothing more than meeting the customers minimum expectations. We have found that successful companies no longer focus purely on customer satisfaction, but rather concentrate on ensuring customer loyalty. Customer loyalty brings repeat business through upselling and cross selling opportunities and negates purely price driven discussion regardless of the economy and other outside influences At the end of this course trainees will be able to recognize the value of loyal customers, understand how to build and maintain loyalty, identify and meet customer expectations, and provide superior service that generates loyalty. Course Objective: 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 Who Should Attend: All marketing staff at any level in the organization, Customer hip 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.

3 Course Content: Module (01) Key definitions 1.1 Customer satisfaction, retention, loyalty and delight 1.2 Levels of loyalty 1.3 Customer satisfaction and loyalty 1.4 Customer delight Module (02) Key loyalty measurements 2.1 Customer Satisfaction Index (CSI) and Customer Retention Rate (CRR) 2.2 Profit impact of CRR 2.3 Customer life expectancy 2.4 Customer loyalty index Module (03) Loyalty and profits 3.1 The cost of loyalty 3.2 Generally Accepted Accounting Principles (GAAP) shortfall 3.3 Activity Based Costing (ABC) 3.4 Customer profitability and the whale curve 3.5 Customer profitability at best practice companies 3.6 The strategy quadrant Module (04) Survey Design 4.1 Surveys and questionnaires 4.2 Objective of the survey 4.3 Population of interest 4.4 Writing the questions 4.5 Sampling methods 4.6 Administration and analysis Module (05) Customer Satisfaction Surveys 5.1 Customer surveys guidelines 5.2 Different survey metrics 5.3 Types of satisfaction surveys: transactional versus image-based satisfaction surveys 5.4 Who and what to measure 5.5 How to ask 5.6 Loyalty components 5.7 The importance of demographics

4 Course Content: Module (06) Segmenting your customers 6.1 Attitudinal and behavioral dimensions 6.2 Demographic variables, consumer and business 6.3 Customer profiling 6.4 Customer modeling 6.5 Types of business customers (B2B) Module (07) Key to loyalty: A 'customer value proposition' that works 7.1 The value proposition: definitions 7.2 Why a value proposition 7.3 Building the value proposition 7.4 Articulating the value proposition 7.5 The strong value proposition: conclusion Module (08) Building customer loyalty 8.1 Loyalty re-visited: what is loyalty 8.2 How to foster loyalty 8.3 The 6 Ps of customer loyalty 8.4 The two tier approach 8.5 The laws of customer loyalty Module (09) Loyalty schemes 9.1 Loyalty schemes: background and justification 9.2 Loyalty schemes: what to avoid 9.3 Types of loyalty programs 9.4 Reasons to join 9.5 Different loyalty schemes 9.6 Rewards and perceived value 9.7 Customer data 9.8 Maximizing the results

5 Course Methodology: Course Timing: Lectures and Power Point Presentation Case Studies and Self Questioner Concepts, Techniques and sharing Practical Experience Visual Aid (Video Simulation ) Role Plays Individual and Group Exercises Pre and Post test Individual Assessment During the Class Troubleshooting Techniques 07:30 to 08:00 Registration, Coffee / Tea 08:00 to 09:30 First Session 09:30 to 09:50 Coffee / Tea, Snacks 09:50 to 12:00 Second Session 12:00 to 13:00 Lunch Break and Prayer Break 13:00 to 14:30 Last Session Course Fees: The amount of 8, 700 QAR will be charged for the course fee and Full Payment is required prior to commencement of the course. This Rate Includes Participant s Manual, Hand-outs, Buffet Lunch, Coffee/Tea on Arrival, Morning and Afternoon of each day. Payment Methods: Bank Name: Commercial Bank of Qatar Account Name: Qatar Skills Academy Account Number: Branch: Commercial Bank Plaza Main Branch Swift Code: CBQAQQA IBAN: QA64CBQA Registration Methods: Fax: Website: Contact us: Address: Barwa Commercial Avenue Building 39, Doha, Qatar GPS Coordinates: / Tel: Fax: Website:

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