Table of Contents

1. Tutorial Video
2. Reading Materials
• ‘Service offer’ from The Institute of Customer Service.
• ‘Customer loyalty – What it is? How can you measure and manage it?’ from the Loyalty Research Center.
• ‘Why a good corporate reputation is importance to your organisation’ webpage on the Cutting Edge PR website.
• ‘How does poor customer service affect a business’ webpage on the AZ Central website.
• Laser Reading Text
• 'How to attract and retain customers’ from Telegraph Connect.
3. Presentation
4. Good Practice Example
• Click to watch this video ‘Positive customer experience is the secret to customer loyalty management’ produced by Oracle. This video explains that positive customer experience is the key to customer loyalty. Click to watch this video on ‘Customer loyalty and retention statistics’ produced by i3 Marketing Agency. This video looks at customer loyalty and retention.
• Click to watch this video ‘Positive customer experience is the secret to customer loyalty management’ produced by Oracle. This video explains that positive customer experience is the key to customer loyalty. Click to watch this video on ‘Customer loyalty and retention statistics’ produced by i3 Marketing Agency. This video looks at customer loyalty and retention.
5. Good Practice Example
• Click to watch this video about measuring Return on Investment (ROI) of customer loyalty schemes, presented by Helen Hunter, director of customer data and relationships at Sainsbury’s. Click to watch ‘Questions – Service – Is there a correlation between customer service and customer loyalty’ from Sales and Service TV Channel.
• Click to watch this video about measuring Return on Investment (ROI) of customer loyalty schemes, presented by Helen Hunter, director of customer data and relationships at Sainsbury’s. Click to watch ‘Questions – Service – Is there a correlation between customer service and customer loyalty’ from Sales and Service TV Channel.
6. Interactive Quiz
7. Evidence Opportunities
8. Extended Learning
• Click to read ‘Defining customer loyalty’ from the Loyalty Research Center.
• Click on the link to read ‘10 Loyalty building strategies for customer retention’ from the Econsultancy website.
• Click on the link to read ‘Customer relationship management’ from the Business Balls website.
• Click on the link to read ‘The importance of customer loyalty’ from the Simply Business website.
• Click to watch this bad customer service montage – look at these short clips and make notes about what was wrong with the customer service being delivered.
9. Think And Challenge