The companies They have been studying and analysing the practices and actions that lead to loyalty among its customers, as well as the benefits these bring to the company. Building customer loyalty is so important that companies meticulously devise strategies aimed at attracting and retaining different customer profiles, using various marketing tools to do so. It is therefore essential to also be familiar with the tools and tactics which are used to build customer loyalty. Through training in How to Retain Your Customers’ Loyalty, you will understand how marketing and strategic management influence customers’ purchasing decisions, as well as how to maintain a healthy relationship between company y customer.
Sector-specific
Retail
35 hours
How to Retain Your Customers’ Loyalty
Retail
35 hours
Introduction
Objectives
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Identify the different profiles of customers.
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To analyse the causes factors that drive customer loyalty.
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Identify the factors that set companies apart in order to achieve loyalty.
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Understanding how to create added value is key to generating loyalty to the brand.
Table of Contents
TEACHING UNIT 1. THE CUSTOMER
- The client
- Customer behaviour
- Customer requirements
- Types of customers
- Analysis of customer behaviour
- Factors influencing customer behaviour
- Customer behaviour models
TEACHING UNIT 2. CUSTOMER LOYALTY
- Relationship Marketing
- The marketing approach
- Relationship Marketing (CRM)
- The concept of loyalty
- The modern customer
- Market orientation vs product orientation
- The concept of loyalty
TEACHING UNIT 3. CAUSES AND CONSEQUENCES OF LOYALTY
- Reasons for loyalty
- The customer’s perception
- The product factor
- The brand
- The price factor
- Distribution channel
- The promotion
- The consequences of loyalty
TEACHING UNIT 4. LOYALTY MANAGEMENT
- Introduction
- Business differentiation
- The company’s cornerstones
- Internal customer loyalty
- Investor loyalty
- The Ladder of Loyalty
- Delivering value to the customer
TEACHING UNIT 5. CUSTOMER LOYALTY AND RETENTION
- Preliminary considerations
- Practical aspects of negotiation
- Strategies for closing the sale
- How to provide excellent after-sales service
- Loyalty schemes
- Design of the loyalty scheme
- Measuring loyalty schemes
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