Laser Lessons - Lesson

P3CS5-2

Table of Contents

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Question 1 of 5

Customer retention is the activity an organisation takes in order to maintain regular custom from:

organisations and individuals

staff

internal departments

direct marketing opportunities

The benefits of customer retention to an organisation include:

obtaining customer data

higher prices

better customer service

exceeding customer expectations

Which one of the following is NOT a technique to attract or retain customers?

Advertising campaign

Staff bonus schemes

Industry networking

Staff training

Customer loyalty can be assessed by customer:

expectations

rapport

feedback

service

Customer recovery is the process or strategies used by a company to attract previous customers who have:

moved to a different location

no need for the product / service

completed a questionnaire

stopped doing business with them

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Table of Contents

Tutorial Video
Reading Materials

‘20 customer retention strategies’, webpage from the Marketing Wizdom website.
‘Customer service’, webpage from the Business Balls website.
'The effortless experience: Conquering the new battleground for customer loyalty’, by Matthew Dixon, Nicholas Toman, and Rick DeLisi, published by Portfolio.
'Customer Service Etiquette Tips: How to keep your customers happy (infographic)' by Mary Shulzhenko.

Presentation
Good Practice Example

Click to watch this video ‘Positive Customer Experience is the Secret to Customer Lowalty 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 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 this video ‘Positive Customer Experience is the Secret to Customer Lowalty 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 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 this video ‘Positive Customer Experience is the Secret to Customer Lowalty 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 about measuring Return on Investment (ROI) of customer loyalty schemes, presented by Helen Hunter, director of customer data and relationships at Sainsbury’s.

Interactive Quiz
Evidence Opportunities
Extended Learning

Find and read: ‘The CRM pocketbook’ by David Alexander and Charles Turner, 2nd edition 2013, published by Management Pocketbooks. N.B. You should be able to borrow this book from your local library.
Find and read: ‘Five star service: how to deliver exceptional customer service’ by Michael Heppell, published by Prentice Hall.N.B. You should be able to borrow this book from your local library.
Click to watch this video produced by Forbes, this video looks at seven valuable customer service tips as learned from Richard Branson and Virgin Atlantic.

Think And Challenge

Click on the link to read this case study looking at Coca Cola.
- How did Coca Cola use customer loyalty schemes and retention to solve the problem of a declining market share in the UK?
- Do you think your organisation could benefit from a similar customer loyalty and retention strategy?
It is rare that there is just one way to respond to a scenario or situation, so do not consider that the response you have chosen to this scenario will be judged as right or wrong. Share your scenario with a work colleague and ask them to tell you if they think you have responded appropriately. Ask them to challenge your response if necessary. You do not need to submit this task for assessment unless asked to do so by your tutor.