This course will provide employees and managers with basic understanding and tools for building customer loyalty. It covers basic principles and approaches for dealing with customer interactions for creating loyal, repeat customers.

After you complete this course you will be able to:

• Recognize the importance of customer loyalty and the high costs of lost customers
• Identify the sources of customer turn-offs—what makes people dissatisfied
• Explore techniques for dealing effectively with unhappy customers in a professional and helpful way
• Understand the role of customer expectations in determining satisfaction and loyalty
• Apply the best loyalty-building service behaviors

Defining Customer Loyalty
• What is Customer Loyalty?
• Facts About Dissatisfied Customers
• Analysis
• Keypoint

Primary Customer Turnoffs

• Value Turnoffs
• Systems Turnoffs
• People Turnoffs
• Learning Check

Recovering Lost Customers

• Recovering from Disaster
• Listen Actively
• Best Practices

Customer Expectations

• How Expecations May Vary Among Customers
• The Zone of Indifference
• The Psychology Behind Exceeding Customer Expectations
• Learning Check

Exceeding Customer Expectations

• Value
• Information
• Speed
• Add-ons
• Convenience
• Learning Check

Talking with Customers

• Greet Customers Like Guests
• Start an Appropriate Conversation
• Ask Customers How Well They Have Been Served
• Reassure the Customer
• Use Good Telephone Techniques
• Best Practices: Talking With Customers
• Be Polite
• Best Practices

Effective Actions
• Use Eye Contact
• Smile Sincerely
• Promptly Follow Through on Commitments
• Reach Out and Touch Customers
• Learning Check

Become a Loyalty Builder

• Set Objectives
• Ask for Additional Authority
• Help Recruit Quality Employees
• Make Feedback Receptiveness a Habit
• Uplift and Motivate Others
• Be a Service Teacher

Final Exam