Commercial Management – Customer Loyalty

• 1

• 6

  weeks

The objective of this course is to discover the concepts related to relationship marketing, identifying the causes that generate customer loyalty and analyzing the consequences that loyalty produces for the company. Furthermore, it is intended that students identify the differentiating elements of companies to achieve loyalty and what steps the customer takes to become loyal. We intend that, thanks to the course, the values that the client wishes to find in their commercial transactions are perceived. In the same way, there is great importance in terms of the customer's needs and the purchasing process, so this will be another of the competencies of our course.

• 1

• 6

  weeks

TOPIC 1. BASIC CONCEPTS
1. Reflection on communication
2. Client/Consumer
3. Complaint/Objection
4. Claim
5. Professional task
6. Quality concept
7. Quality criteria
8. Concept of excellence
9. The team and corporate image
10. Group synergy
TOPIC 2. CUSTOMER SERVICE/ASSISTANCE
1. Customer service
2. Customer Support
3. Customer information and training
4. Customer satisfaction
5. Ways to follow up
6. Client-consumer rights
TOPIC 3. CUSTOMER LOYALTY
1. Relationship Marketing
2. The marketing approach
3. Relationship Marketing (CRM)
4. Concept of loyalty
5. The current client
6. Market orientation VS product orientation
7. Concept of loyalty
TOPIC 4. CAUSES AND CONSEQUENCES OF LOYALTY
1. Causes of loyalty
2. Customer perception
3. The product factor
4. The brand
5. The price factor
6. Distribution channel
7. Promotion
8. Consequences of loyalty
TOPIC 5. LOYALTY MANAGEMENT
1. Introduction
2. Business differentiation
3. Pillars of the company
4. Internal customer loyalty
5. Investor loyalty
6. The loyalty ladder
7. Offering value to the customer
TOPIC 6. THE LOYAL CUSTOMER
1. Customer concept
2. Is the customer always right?
3. The purchasing process
4. Who to retain?
5. Advantages of loyalty for the customer
6. Customer loyalty classes
TOPIC 7. THE CUSTOMER; THE BASIS OF LOYALTY
1. Introduction
2. Main causes of customer dissatisfaction
3. The client's decalogue
4. Excellence in customer service
5. The quality of customer service
TOPIC 8. TREATMENT OF COMPLAINTS, CLAIMS, DOUBTS AND OBJECTIONS
1. Introduction
2. Why do complaints arise?
3. Guidelines for handling complaints
4. What to do before the client?
5. What not to do in front of the client?
6. Attitude towards complaints and claims
7. Handling of doubts and objections
8. Telephone attention in the processing of complaints
TOPIC 9. LOYALTY AND RETENTION
1. Previous considerations
2. Practical negotiation issues
3. Strategies to close the sale
4. How to offer excellent after-sales service
5. Loyalty programs
6. Design of the loyalty program
7. Measuring loyalty programs

• 1

• 6

  weeks