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Convert Prospects into Loyal Customers and Advocates

Short Marketing Course - Completed 2009

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Knowing your customers and giving them what they want

Course aims

To gain a sound grasp of customers needs, intentions and behaviours and use practical tools for improving the effectiveness and rewards of long term and strong customer relationships.

Who will benefit?

New comers to marketing, marketing support staff, junior marketers, owner-managers and those with marketing & sales responsibility who need to a sound basis to develop their business.

Why should you attend?

  • To learn how to better understand your customers.
  • To develop ways to strengthen customer relationships for mutual benefit
  • To discover methods for building customer loyalty and word-of-mouth referral

Key content

Unit 1 – Understanding your customer’s attitudes and behaviours

  • Understand factors influencing customer behaviour
  • Define and differentiate “customer” and “consumer”
  • Understand buying process for organisational and consumer buying
  • Listening to customers
  • Appreciate how important customer attitudes are and how to use this knowledge to increase loyalty

Unit 2 – What is Customer Relationship Management?

  • Recognise the 3 aspects of the Customer Relationship Management (CRM) process
  • Understand the need for CRM and the importance of winning, satisfying, retaining and understanding customers
  • Develop models for Customer Lifetime Value using their organisation
  • Discover opportunities, systems and procedures for CRM in their organisation
  • Develop Referrals system and advocacy