Getting closer to your customers

The only reason for the existence of any organisation, whether public, private, large, small or not-for-profit is the long term satisfaction of customers. So this course is designed to provide practical information and tools to help you consider key customer issues. It's aimed at marketing staff who wish to take time out to re-focus on their customers, and indeed for any business that wishes to look for ways to win and retain customers.

Course content

Session one: what are customers thinking?

• Introduction to the underlying principles of customer behaviour and why it matters.
• An overview of the customer decision making process.

Session two: are all customers the same?

• A look at key segmentation techniques and how to apply them in your organisation.
• Have you got the right customers for your business?

Session three: what do your customers really want?

• Techniques to help identify what creates value for your customer.
• The use of simple but effective market research methods to gain essential customer information.
• A range of tools to help you really listen to your customers and learn from what they say.

Session four: now you've got them how do you keep them?

• Why do customers remain satisfied and loyal?
• Five techniques to help you build REAL loyalty with your customers, including the customer relationship ladder and customer loyalty programmes.

Session five: summary and objectives setting

The course ends with a review of what delegates - at individual, departmental and organisational levels - might do differently to better attract and retain customers.

Course delivery

The course uses a good blend of theory and practical tips. This means there's the right balance to help delegates improve their understanding of their customers, and of how to give customers what they really want.