«Finding new customers is easy; turning them into loyal customers in changed world is harder.»
– Noah Fleming


This course will give the tools to move away from transactional customer interactions towards creating advocates and lifetime loyalty. Participants will understand which loyalty strategies work and how they could work in your business. The customer experience is a human experience. This means relationships and loyalty play a big role; the stakes are high if you don’t start recognising your customer as more than just a single point of sale.


Upon completion of this course, the participants should be able to:

  • Explain customer satisfaction, retention and loyalty and measure them in a meaningful and systematic way
  • Defend the use of a profitability dimension to any customer loyalty strategy
  • Arrange, plan and manage impactful customer satisfaction surveys
  • Define customer segments, profiles and models for maximum strategic as well as tactical impact
  • Create ‘customer value propositions’ that work
  • Define needs of customers


MODULE 1: Lead with Your Customer by agile manner

  • “Chain Reaction of Excellence Model”
    1. “Leadership excellence”
    2. “Employee engagement”
    3. “Customer satisfaction”
    4. “Loyalty and long-term success”
  • The “World-Class Excellence Model”
  • “Six Ps Customer Formula”: “Promise, People, Place, Process, Product and Price.”


MODULE 2:   What is Customer Loyalty today? 

  • Why do customers leave?
  • Service – Loyalty – Love.
  • Levels of Customer Loyalty
  • CLTV
  • Loyalty Index NPS
  • Keys of Loyalty
  • The “Loyalty Leap”
  • Three V’s: Value” “Visibility” “Visibility”
  • Three R’s: “Reward” “Recognition” “Relevance”
  • “STIC”


MODULE 3: What is Customer Service?

“Start thinking about every part of doing business with your company as an experience for the customer.”

  • Market development – from manufacturer to consumer.
  • What customers need
  • 10 criterias of consumer
  • Psychological types of clients
  • Psychology of Difficult Clients
  • Work with “difficult” clients and conflict situations; conflict neutralization skills
    • Active listening;
    • Clarifying questions;
    • Forms of processing objections (logical, emotional, intellectual, metaphors, comparisons, boomerang method, authority, feedback method);
    • Creating organizational standards when working with a conflicting client;
    • Change in the negative climate when working with a conflicting client;
    • The creation of a “bank of standard responses to objections.”
  • Requirements for the position of the customer service employee.



  • Increase of communication skills
  • Active listening techniques, ability to listen and understand the client
    • Repetition;
    • Clarification;
    • Paraphrasing;
    • Interpretation;
  • Types of questions to identify customer needs
    • Open and closed questions;
    • Alternative questions;
    • Algorithm of question management
    • Rule of three “Yes”;


MODULE 5:  Presentation of products / services / company rules

  • Presentation structure;
  • Emotional lability during presentation;
  • Clarity of speech and confidence.


MODULE 6:  Client argumentation and persuasion techniques

  • Rule of detail;
  • Accessibility rule;
  • The rule of figurative comparisons;
  • “Sandwich” method
  • The rule of involvement;
  • Method of facts and figures.


MODULE 7: Creating Brand Loyalty

The effective brand builder and client advertiser have four core responsibilities:

  •  Brand positioning
  • Strategy
  • The “applied strategic advertising process” (ASAP)
  • Coaching.


Course Methodology

This course relies on presentations by the consultant followed by written or oral questions as well as case studies and analysis of real industry examples, application exercises to practice the concepts acquired and the development by participants of survey questionnaires in addition to other group presentations and exercises.