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Sector-specific

Business Operations, Quality and Customer Loyalty

Retail 45 hours

Introduction

The customer loyalty has now become a key strategy for the survival of any business. With this training programme in Business Operations, Quality and Customer Loyalty you will be able to use the tools effectively to build customer loyalty, users and consumers to commercial level and to be able to manage complaints effectively, by assessing the internal shortcomings service quality, establishing a improvement plan and being able to cope with a relationship marketing plan, all aimed at building customer loyalty.

Objectives

  • Use the tools effectively to build loyalty among customers, users and consumers in a commercial context, and to be able to manage effectively the complaints.

  • Identify the classification of the customers and the components of the profitability of the loyal customers.

  • To know the marketing and the policies on product, price, promotion and distribution.

  • Manage the customer relations and assess their satisfaction.

Table of Contents

TEACHING UNIT 1. THE COMPANY AND ITS COMMERCIAL ACTIVITIES

  1. Definition and types of business. The business environment.
  2. Marketing.
  3. Product, pricing, distribution and promotion policies.

TEACHING UNIT 2. CUSTOMER LOYALTY

  1. Customer loyalty and its benefits.
  2. Key factors in customer loyalty.

TEACHING UNIT 3. BUYING AND SELLING BEHAVIOUR. DIRECT SALES

  1. Salespeople: types, attitudes and motivations.
  2. The buyer: types, attitudes, motivations and habits.
  3. Direct sales: welcoming customers, presenting the case, demonstrating the product and closing the sale.

TEACHING UNIT 4. SALES FOLLOW-UP

  1. Objectives.
  2. Communication.
  3. Tools for carrying out monitoring.
  4. After-sales service.

TEACHING UNIT 5. COMPLAINTS AND CLAIMS

  1. Complaints and Claims.
  2. Basics, classification and management of claims.
  3. Service guarantees.

TEACHING UNIT 6. QUALITY IN BUYING AND SELLING

  1. Classification of customers and the components of profitability for loyal customers.
  2. Managing customer relations and assessing customer satisfaction.
  3. Indicators: Interpreting Results. ISO 9001 and customer satisfaction.

TEACHING UNIT 7. RELATIONSHIP MARKETING

  1. Strategy and implementation of relationship marketing and database management.
  2. Customer focus and service recovery.

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