ZSEM
BUSINESS ACADEMY
CUSTOMER LOYALTY AND BEYOND Belgrade, May 16th 2015
ZSEM
BUSINESS ACADEMY
program overview: Most firms have moved beyond thinking about satisfaction to realizing the creation of loyalty among customers is better outcome on which to focus for a number of reasons. The purpose of this seminar is to explore what loyalty is and how to develop stronger loyalty bonds with customers. The seminar will also address issues such as managing loyalty groups, the use of customer lifetime value and cutting edge share of wallet approaches, and managing loyalty programs. The seminar will finish with some discussion of customer engagement which has been proposed as the next level in customer loyalty management. The seminar will be conducted in as interactive manner as possible. To the extent possible, the specific interests of those who register for the seminar will be taken into account when developing the material to be presented.
benefits to participants: Upon completion of the seminar, participants will: • Understand conceptually and operationally what loyalty is; • Understand two different approaches to measuring loyalty; • Understand conceptually and operationally the concepts of customer lifetime value and share of wallet allocation; • Gain an initial understanding of customer engagement as a potential supplement or complement to current loyalty measures.
who ought to attend: • Anyone in the firm responsible for managing customer relationships should benefit from this seminar, whether this be in a b2c or b2b context.
www.obrazovanje.biz | www.mate-bg.com
ZSEM
BUSINESS ACADEMY
seminar leader Dr Thomas L. Baker Thomas L. Baker is Associate Professor of Marketing at the University of Alabama. Dr. Baker’s research has been published in a number of journals including the Journal of Marketing, the Journal of Retailing, the Journal of the Academy of Marketing Science, the Journal of Business Research, and the Journal of Personal Selling and Sales Management. His research interests lie primarily in the areas of frontline employee management and service branding. Dr. Baker has also been involved in a number of international programs ranging from teaching in Barcelona, Manchester (UK), and Zagreb (Croatia) to doing Executive Education programs in Riga (Latvia), Zagreb (Croatia), and Sarajevo (Bosnia).
seminar schedule: Time
Session
09:00 – 10:30
Introductions and Evolution of Loyalty/Perspectives on Customer Loyalty
10:30-10:45
Break
10:45 – 12:30
Understanding and Managing Loyalty Groups
12:30 - 13:30
Lunch
13:30 - 15:00
Understanding CLV and Share of Wallet
15:00 - 15:15
Break
15:15 - 16:30
Managing Loyalty Programs and Customer Engagement
www.obrazovanje.biz | www.mate-bg.com
ZSEM
BUSINESS ACADEMY
registration information The program fee is 300€ + VAT (20%). The fee includes tuition, instructional materials, literature, certificate and reception. Applications must be received by May 8, 2015. GROUP BOOKING DISCOUNTS: AVAILABLE FOR DELEGATES FROM THE SAME INSTITUTION ON THE SAME PROGRAM!
contact information
location:
Publishing House Mate Belgrade Bulevar Arsenija Čarnojevića 52 Tel. +381 11 26-06-414, +381 11 311-94-23 GSM: +381 65 26-06-414, +381 65 311-94-23 E-mail: office@obrazovanje.biz www.obrazovanje.biz l www.mate-bg.com
Hotel Zlatnik Dobanovačka 95, Zemun
www.obrazovanje.biz | www.mate-bg.com