Managing Customer Loyalty

• Philadelphia Chapter of the American Marketing Association

Customer loyalty is one of the most powerful weapons an organization has in its strategic arsenal. However, most companies do not fully understand the value of customer loyalty or realize its potential for enhancing customer relationships. This two-day hands-on session will provide you with the information and tools to fully utilize customer loyalty and increase bottom-line results.

Customer loyalty should be a key strategy your organization uses to drive continual business and create brand advocates. However, many companies do not realize the full potential of customer loyalty research. This two-day hands-on session will provide you with the information and tools to fully utilize customer loyalty.

BENEFITS OF ATTENDING

• Create and analyze loyalty segments

• Understand how to acquire meaningful customer loyalty information • Design and manage your customer loyalty information process• Define and prioritize customer segments based on their loyalty profile

• Assess the competition; determine which competitors are threats, and how to develop appropriate responses to competitive actions

• Construct and manage action plans for making positive changes based on your customer loyalty information

• Identify and manage business risks associated with your company’s customer loyalty segments

• How to drive the behaviors that distinguish your loyal customers from your vulnerable customers

• Differentiate between marketing mix elements that can be used to migrate customers from one loyalty segment to another

• Define the ROI from loyalty and behavioral change

LEAVE THE EVENT WITH

• Examples and techniques that address B2C, B2B, product-oriented businesses, and service oriented businesses

• Tools that can be used to execute this work in your business

• Take home Excel-based tools to help you perform the techniques learned in the session

• A bibliography of prominent articles on each topic area

ABOUT THE INSTRUCTOR
WILLIAM ALDY KEENE has worked in the field of customer loyalty for over 17 years. He is currently a partner in The Loyalty Research Center, an organization that specializes in the design, analyses and management of customer relationship and customer loyalty information systems. Mr. Keene has conducted research and consulted in the areas of new products, product design testing, advertising evaluation, price sensitivity, customer satisfaction, and customer value analysis.