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Developing and Conducting Profitable Customer Loyalty Program Workshop

Who Should Attend?

Quality Heads, Customer Services & Sales Managers, Hotline & Call Centre Operation Managers, Telemarketing Managers, Sales Training Managers, Customer Satisfaction Managers, Information Technology Managers, and HR Managers etc…….


Your Facilitator

Colin Bates works as an independent marketing consulting and training professional based in Hong Kong . He has over 18 years of experience designing and implementing marketing solutions with clients such as British Telecom, GlaxoSmithkline, Heineken, Jardine-Matheson, Oracle and Procter & Gamble. Colin has an MBA in Strategic Marketing, from the Chartered Institute of Marketing in the UK , to complement his work experience.


Maximizing the revenue earned from each and every customer is key to your business success. This can only be achieved through a strong focus on building customer loyalty: we must drive the voice of the customer into everything we do. An important step in process improvement is obtaining the information to understand the requirements and expectations of our customers, and the development of a loyalty strategy to guide development. The loyalty programme must be designed and operated to harness this understanding and achieve incremental profit. A customer satisfaction measurement methodology needs to be developed as a basis for continuous improvement, which must be simple enough for individuals and teams to employ.

Venue & Fees

Date/Time: Sept 15-16, 2004 (Wed & Thur) 9am-5pm
Venue: Ballroom B, Langham Hotel, TST, Kowloon
Fee Structure: HK$3,500 (inclusive of lunch & workshop materials)
  HK$3,200 (members of HBC/Group Discount) (if register before Aug 28, 04)

Key Benefits in Attending

This two day workshop is to provide participants with the necessary knowledge and tools to design and implement customer loyalty processes, and actionable information with which to guide process improvement efforts.

  • What is customer loyalty? It’s role in your strategic imperatives?
  • Understanding customers through data collection and organization
    • Design and developing simple surveys
    • Moderating focus group discussions
    • Resolving customer information management issues
  • Developing a customer loyalty program
    • Determining objectives and information needs
    • Building a business case for customer loyalty processes
    • Process implementation, data analysis, decision making and reporting
  • Ongoing process optimization
    • Customer satisfaction and business performance measurement
    • Testing and optimizing programme performance
    • Harnessing the knowledge to improve processes through-out the bus