Marketing

Why You Should Attend This Course:

Organisations ranging from small players to large multinationals are focusing on customer-centric strategy to retain customer loyalty in order to stay relevant, competitive and profitable. They are exploring ways to increase purchasing loyalty of their best customers as well as capturing new customers. Effective loyalty programs capitalise on the data collected from members to build good customer relationships, increase customer life value, and make key business decisions so as to maintain its position in the marketplace.

However, competition for customer acquisition is intense. Businesses need to look at factors that influence customer loyalty before they become customers, re-think ways of connecting with customers with every possible type of loyalty programs across all dimension of the customer touch-points.

This course aims to equip you with the knowledge, tools, strategies and skills of loyalty marketing to acquire, grow and build your customers relationship successfully in today's competitive market. Participants will walk through simulated workplace scenarios to assess the effectiveness of their own loyalty programs, strategies and practices of successful organisations that capture life-time value of customers.

Learning Outcomes:

• Understand loyalty program options to grow customer share of wallet
• Develop loyalty strategy that rewards your best customers
• Cultivate loyal customers, reduce customer attrition, improve profitability and strengthen customer relationship

Course Outline:

• Recognise loyalty marketing as a value-creating strategy and competitive weapon
• Align customer loyalty with business direction and marketing strategy
• Steps in developing, implementing, and controlling an effective Loyalty program
• Gain insights of your prospective customers and loyalty audience
• Identify loyalty program WOM champions
• Tailor loyalty programs to specific customer values, needs and preferences
• Develop types of loyalty programs that resonate with different target segments
• Managing Loyalty programs before, during and post customer acquisition
• Put together an effective loyalty program for competitive advantage

Who Will Benefit?

Marketing Professionals across all levels of management and senior management of business owners.

How You Will Learn?
This is a practical, interactive and lively workshop using realistic marketing scenarios in which the participants engage in 

• Interactive mini-lectures,
• Simulated workplace case studies/scenarios
• Review discussions and group presentation
• Self/peer/facilitator assessment
  
  

Trainer's Profile:

Cecilia Sim, Corporate Facilitator
Cecilia strongly believes that people can develop their potential at both the personal and professional level. She is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. Being a practitioner, she facilitates and engages participants by using simulated real-life cases and practical examples to enhance their learning and application. Cecilia includes gap analysis training methodology and walks participants through the self-discovery process to review workplace experiences, highlight necessary changes, and revitalizes the next few action steps for personal development and better results.

She has strong people skills and cross-border experiences in working with participants across different industries and cultures in the region. Cecilia has more than 25 years of extensive industry experiences from her various roles as trainer/facilitator, pre-sales consultant, assistant director, and General Managers across the MNC, SMEs, and Start-ups of various industries including IT, education, membership, and management consulting. Her responsibilities for director and general management role include portfolio repositioning, change management, performance management and sales results of her team and organization.

Cecilia is a bilingual facilitator and has broad experience in facilitating training for thousands of companies from different industries. Her key competencies include corporate training, course development, mentoring, and management consultancy services in the areas of sales, marketing, management, communication and customer services. The participants in which she has conducted for public and in-house company training include C-level, senior managements, executives and professionals at local, regional and international levels.

Her partial list of corporate clients in addition to public seminars include A* Star, American Express, Bhutan Royal Insurance, Cargo Community Network, CrimsonLogic, Premier Rent-A-Car, Far East Organization, Ferring Pharmaceutical, Fugro Satellite Positioning, GFK, Güntner Asia Pacific, MTU Asia, Novartis (Thailand), Nitto Denko, Kennametal, Rutledge, Spa Esprit Group, City Bank, Chubb Singapore, Step Oiltools, Weatherford (Brunei), Sumitomo Chemical Asia, Pico Electronics, National Instruments, NTUC, Singapore Tourism Board amongst others.

Cecilia holds a Master of Business Administration from the University of Adelaide (Australia), and a Bachelor of Business Administration from the Northeastern University, Boston, USA (Honor, major in Management Information System). She also holds the WSQ Advanced Certificate in Training and Assessment (ACTA), and WSQ Certified trainer for Service Professional (CSP) trainer, GEMS (going the extra miles). She is a certified KPI professional by KPI Institute.