Customer Loyalty Marketing

Marketing Institute of Singapore - Executive Development

Course introduction

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.

Course Benefits

  • 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

Target Audience

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

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

Available Course Sessions

Please click here to stay updated on upcoming sessions.

Trainer Profile

Cecilia Sim

Cecilia Sim is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. She includes gap analysis training methodology and walks the participants through self-discovery process to review past and existing workplace experiences, highlight necessary changes and revitalise next action steps for personal development and better results.

Cecilia is a bilingual facilitator who conducts programs according to learners and organisational background, needs and requirements. She has strong people skills and cross-border experiences to work with participants across different industries and cultures in the region. Her 20 years of extensive industry experiences came from her previous roles as Trainer/Facilitator, Sales Consultant, Assistant Director, and General Managers in various industries ranging from information technology, education, membership and management consulting. Her past corporate sales and marketing experiences include sales support for information systems, promotion of high profile memberships for MNC, SMEs and startup in many fields. She was responsible for portfolio repositioning, change management, sales results and performance of her team and organisation in her previous positions.

Her key competencies include corporate training, course development, and management consultancy services in the areas of sales and marketing, communication, customer services, supervisory management and mentoring.

Among many others, Cecilia's corporate clients include Ascendas Services Pte Ltd, Chemipac Marketing Services, Koda Ltd, ComfortDelGro Rent-A-Car Pte Ltd, Premier Rent a car, Diethelm Singapore Pte Ltd, Nike, Inc, MTU Asia, Kennametal Pte Ltd, American Express Singapore, Sime Darby Singapore Ltd, Spa Esprit, Applied Materials, SL Global Pte Ltd, Yung Wah Ind Co (Pte) Ltd, YHI Corp (Singapore) Pte Ltd, Chubb Singapore Pte Ltd, City Development Limited, Goodwood Park Hotel, York Hotel, PSC Group Limited, Singapore Food Industries Ltd, People's Association, WDA, Ministry of Education, Ministry of Defense, Singapore Police Force, People's Association, SAFRA. Her participants include organisations from Indonesia, Malaysia, Thailand, Vietnam, India, Pakistan, Australia, China and Hong Kong.

She holds a Master of Business Administration from University of Adelaide, Australia, Bachelor of Business Administration (Honor, major in Management Information System) from Northeastern University, Boston, USA. She also holds an Advanced Certificate in Training and Assessment (ACTA), WSQ. She is also a certified trainer for Service Professional (CSP) and GEMS.