Customer satisfaction refers to the evaluation of a customer's attitude towards a product, service, or brand. Typically assessed through numerical scales in customer satisfaction surveys, it measures the level of contentment experienced by customers. On the other hand, customer loyalty encompasses the behaviors and attitudes displayed by customers that indicate their allegiance to a particular product, service, or brand. Examples include repeat purchases and choosing a brand over its competitors.

Understanding the distinction between customer satisfaction and loyalty is crucial for the success of marketing initiatives. To facilitate this understanding and enable the development of effective strategies, the Customer Satisfaction and Loyalty Training course is designed. This course combines customer service and marketing principles to provide practical insights into the operations of successful organizations.

The training covers various concepts, including customer satisfaction and loyalty, customer segmentation, profitability, customer satisfaction surveys, the customer value proposition, and loyalty programs. By participating in this course, individuals will gain the knowledge and skills necessary to create a roadmap for their organizations, leading to enhanced customer satisfaction, loyalty, and overall success.

Course Objectives:

At the end of the Customer Satisfaction and Loyalty Training Course, you will be able to:

Improve customer satisfaction, retention, loyalty and measure them in a meaningful and systematic way
Include a profitability dimension to any customer loyalty strategy
Plan, manage and analyze 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 loyalty schemes: know what to avoid and how to improve them

Who Should Attend?

Customer Satisfaction and Loyalty Training, Course is Ideal for:

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.

Course Outlines:

Introduction to Customer Satisfaction and Loyalty

Customer satisfaction, retention, loyalty and delight
Setting customer expectations
Getting closer to customers, understanding value
Understanding customer needs and expectations

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
Customer surveys guidelines
Different survey metrics
Types of satisfaction surveys: transactional versus image-based satisfaction surveys
Who and what to measure

Managing Customer Expectations

Exceeding customer expectations every time
Determining how to exceed expectations
It’s the little things that matter – increased satisfaction at minimal cost
Asking for feedback on performance
Ongoing evaluation of effectiveness to ensure satisfaction
Maximize the value you deliver
Understanding different customer styles

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