Customer Relationship Management

Course Title Course Language Est.Duration-days Est.Duration-Hours
Customer Relationship Management Bilingual 5 24

Learning 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 the tactical impact
  • Create ‘customer value propositions’ that work
  • Develop effective loyalty schemes: know what to avoid and how to improve them

Course Contents

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
  • An 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


Attendees will get training certificate after the completion of the course