Cross-cutting

Customer Loyalty, Quality and Customer Management

Communication

145 h

Introduction

At present, in a a highly competitive environment, companies find themselves having to build customer loyalty, this being the ultimate aim of any business, as there is no point in attract customers if you don’t manage to build customer loyalty afterwards. The customer loyalty It is a process that is built up day by day; it is a process in the long term and which cannot be achieved straight away. With this training programme in Customer Loyalty, Quality and Customer Management Students will acquire knowledge of the necessary strategies in order to achieve the customer loyalty, using quality management systems and tools such as databases, relationship marketing techniques and customer retention.

Objectives

To acquire knowledge of the strategies required to build customer loyalty, using quality management systems and tools such as databases.
To analyse the shortcomings in the quality of service.
Finding out what the perceived value by customers.
Identify the customer loyalty tools.

TEACHING UNIT 1. THE CONCEPT OF CUSTOMER LOYALTY.

TEACHING UNIT 2. CUSTOMER MANAGEMENT.

TEACHING UNIT 3. CUSTOMER SATISFACTION.

TEACHING UNIT 4. KEY FACTORS AFFECTING RELIABILITY.

TEACHING UNIT 5. THE CONCEPT OF FAITHFULNESS.

TEACHING UNIT 6. THE BENEFITS OF LOYALTY.

TEACHING UNIT 7. THE BENEFITS OF LOYALTY (II).

TEACHING UNIT 8. SERVICE MANAGEMENT.

TEACHING UNIT 9. VALUE MANAGEMENT AND SERVICE DELIVERY.

TEACHING UNIT 10. PERCEIVED VALUE BY CUSTOMERS.

TEACHING UNIT 11. INTERNAL MARKETING.

TEACHING UNIT 12. ORGANISATIONAL PRINCIPLES. RE-ENGINEERING.

TEACHING UNIT 13. EXPECTATIONS AND PERCEPTIONS.

TEACHING UNIT 14. THE DESIRED SERVICE.

TEACHING UNIT 15. THE EXPECTED SERVICE.

TEACHING UNIT 16. PERCEPTIONS.

TEACHING UNIT 17. SERVICE QUALITY.

TEACHING UNIT 18. DEFICIENCIES IN SERVICE QUALITY.

TEACHING UNIT 19. QUALITY EXPECTATIONS.

TEACHING UNIT 20. SERVICE IMPROVEMENT.

TEACHING UNIT 21. IMPLEMENTATION OF THE PLAN.

TEACHING UNIT 22. QUALITY PLAN. PROCESS REDESIGN.

TEACHING UNIT 23. RELATIONSHIP MARKETING.

TEACHING UNIT 24. RELATIONSHIP MARKETING (II).

TEACHING UNIT 25. RELATIONAL MARKETING STRATEGY.

TEACHING UNIT 26. RELATIONAL MARKETING STRATEGY (II).

TEACHING UNIT 27. IMPLEMENTATION OF RELATIONSHIP MARKETING.

TEACHING UNIT 28. RELATIONSHIP-BASED SALES.

TEACHING UNIT 29. ASPECTS OF RELATIONSHIP MARKETING.

TEACHING UNIT 30. CONSUMER GUIDANCE.

TEACHING UNIT 31. CUSTOMER DISSATISFACTION AND CUSTOMER RETENTION.

TEACHING UNIT 32. RESPONSE TIME.

TEACHING UNIT 33. SERVICE RESTORATION.

TEACHING UNIT 34. CUSTOMER LOYALTY TOOLS.

TEACHING UNIT 35. LOYALTY PROGRAMMES.

TEACHING UNIT 36. CRM.

TEACHING UNIT 37. DATABASE MANAGEMENT.