PDF - Managing Customer Relationships and Creating Customer Loyalty by mrg10873

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									Managing Customer Relationships and Creating Customer Loyalty

Day 1              The Foundations of Customer Loyalty
08:30-09:00        Registration
09:00-09:15        Welcome and Introduction
09:15-10:30        Core Ideas of High Performance Marketing
                     • Value driven marketing
                     • Creating a market oriented organisation
10:30-11:00        Break
11:00-12:30        Core Ideas of High Performance Marketing (cont’d)
                     • Customer segmentation
                     • Importance of customer selection and acquisition
12:30–13:30        Group Photograph and Optional Walking Tour
13:30-14:00        Lunch
14:00-15:30        The Logic for Customer Loyalty
                     • Adopting a more realistic view of customers
                     • Achieving an understanding of the value chain
                     • Understanding the economics of loyalty
15:30-15:45        Break
15:45-17:15        Service Quality as the Foundation of Loyalty
                     • Defining service quality
                     • Focus on generic category benefits
17:15              Close

Day 2         Customer Intimacy and Loyalty Programmes
09:00-09:15        Recap on day 1
09:15-10:30        CRM Tools and Consumer Behaviour
                    • Customer behaviour and what we can learn
                    • CRM demystified
                    • Setting loyalty programme objectives
                    • Desirable and undesirable outcomes
10:30-11:00        Break
11:00-12:30        Features of Successful Loyalty Programmes (cont’d)
                     • Meeting both customer and company objectives
                     • Strengthening the value equation
12:30-13:30        Lunch
13:30-14:45        Features of Successful Loyalty Programmes (cont’d)
                     • Managing rewards effectively
                     • Understanding how programmes can backfire
14:45-15:15        Break
15:15-16:30        When Things Go Wrong
                     • Service recovery and the potential it offers
                     • Empowering employees for effective service recovery
16:30-16:45        Course wrap-up and close

								
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