Customer Loyalty: Strategies and Measurement
All marketing staff at any level in the organization, 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 and supervisor.
| Key Definitions |
Segmenting Your Customers |
Customer Satisfaction, Retention, Loyalty and
Delight and Levels of Loyalty
|
Attitudinal and Behavioral Dimensions
Business to Business (B2B) and Types of
Business Customers
Business to Consumer (B2C) and Customer
Profile and Modeling |
| Measurements |
Customer Satisfaction Index and Customer
Retention Rate
Profit Impact of CRR
Customer Life Expectancy and Loyalty Index
|
| Loyalty and Profits |
Key to Loyalty: A Customer Value
Proposition that Works |
Generally Accepted Accounting Principles
(GAAP) Shortfall
Activity Based Costing (ABC)
Customer Profitability and the Whale Curve
Customer Profitability at Best Practice
Companies
The Strategy Quadrant
|
A Powerful Value Proposition
The Voice of the Customer
Core Competencies and Core Values
|
| Survey Design |
Building Customer Loyalty |
Objective of the Survey, Population of Interest,
Writing the Questions, Sampling Methods,
Administration, Analysis and Reporting
|
The 6 Ps of Customer Loyalty and The
Two Tier Approach
Tips, Ingredients and Laws of Customer
Loyalty
|
| Customer Satisfaction Surveys |
Loyalty Schemes |
Guidelines, Methods, Metrics, Transactional
Satisfaction and Image-Based Satisfaction
Who and What to Measure
What and How to Ask
|
Background and Expectations
Possible Pitfalls
Build a Successful Scheme
Cause Marketing and Customer Buy-in
|
