Actualités et agenda
Nos formations
Établissement
Matières
MARKETING
Responsable(s)
N.DEMOULIN
Intervenant(s)
Olivier Ryndak Emilie Record
Présentation
Prérequis
Relationship management and CRM
Objectifs
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
Présentation
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
Organisation
| 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 | ||
Évaluation
Ressources
Bibliographie
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. -
Ressources Internet