Establishment
Teaching content
MARKETING
Training officer(s)
N.DEMOULIN
Stakeholder(s)
Olivier Ryndak Emilie Record
Présentation
Prerequisite
Relationship management and CRM
Goal
At the end of the course, the student should be able to:
-Carry out a customer satisfaction index, complete a satisfaction matrix and if needed understand what corrective actions could be taken
-Organize a system to listen to the voice of the customer and be responsive to it
-Understand what is at stake and the key steps to develop efficiently customers’ loyalty
-Know how to put in place a comprehensive customer loyalty program and measure its performance
-Carry out a customer satisfaction index, complete a satisfaction matrix and if needed understand what corrective actions could be taken
-Organize a system to listen to the voice of the customer and be responsive to it
-Understand what is at stake and the key steps to develop efficiently customers’ loyalty
-Know how to put in place a comprehensive customer loyalty program and measure its performance
Presentation
1. Customer satisfaction: measurement and actions
2. Customer listening
3. Designing customer retention and recovery strategies
4. Loyalty program design
2. Customer listening
3. Designing customer retention and recovery strategies
4. Loyalty program design
Modalités
Organization
Type | Amount of time | Comment | |
---|---|---|---|
Présentiel | |||
Cours interactif | 16,00 | ||
Autoformation | |||
Recherche | 8,00 | ||
Travail personnel | |||
Group Project | 12,00 | ||
Charge de travail personnel indicative | 14,00 | ||
Overall student workload | 50,00 |
Evaluation
Ressources
Bibliography
Bruhn M. (2003), Relationhip marketing – Management of Customer Relationship, Prentice Hall. -
Kumar, V., Reinartz,W., (2012) Customer Relationship Management, second edition, Springer. -
Egan J. (2008) Relationship marketing Exploring relational strategies in marketing, Third edition, Pearson Education Limited. -
Kumar, V., Reinartz,W., (2012) Customer Relationship Management, second edition, Springer. -
Egan J. (2008) Relationship marketing Exploring relational strategies in marketing, Third edition, Pearson Education Limited. -
Internet resources