Customer Retention and Reselling

Post-Sale is Real Selling and Profit Collection

Branding & Brand Identity4.8(48)3h 41m17 lectures2 sections

What you'll learn

  • Understand the importance of after-sales
  • Learn psychology and behavioral economics theories in marketing
  • Manage the customer experience
  • Set after-sales customer service strategies
  • Build loyalty and rewards programs
  • Use the main loyalty metrics
  • Collect customer data and listen to customers
  • Turn complaints into opportunities
  • Apply a plan for small and medium companies

About this course

This course covers the art of customer retention and reselling, and why after-sales is the real sale. It starts with an introduction, then presents theories from psychology and sociology in marketing, the adopted theoretical framework of the Kano Model and the Service-Profit Chain, Behavioral Economics and expectation management, and Customer Experience Management. After that you learn after-sales customer service strategies through success and failure case studies, including a case study of the Al Araby company in Egypt. The course then moves to loyalty and rewards programs, the main loyalty metrics, collecting customer data and listening to customers, common mistakes in after-sales management and how to turn complaints into opportunities, and the role of technology in customer service. It ends with an implementation plan for small and medium companies and a downloadable workbook. It suits business owners, sales staff and customer service teams, with no previous experience needed. By the end you will be able to build a loyalty program, measure customer satisfaction and increase repeat purchases.

Expected outcomes

  • Increase customer loyalty and improve repeat purchase rates.
  • Master skills to measure customer satisfaction and explore improvement opportunities.
  • Develop effective strategies for enhancing complaint management.
  • Implement practical steps to increase profitability and improve relationships.

Learner reviews

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  • ★★★★★anas k.·منذ 3 شهرشاهد 69٪

    دورة قيمة تحتوي على الكثير من المعلومات والمعرف

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Course content

1

The Art of Retaining Customers

16 lectures
  1. Course IntroductionCourse introduction arguing that after-sales is the real sale, that the experience and relationship after purchase build loyalty, and previewing the loyalty secrets, case studies and steps that turn a buyer into a defender of your brand.2:45
  2. Why Post-Sale is the Real Sale?Explains why the real sale begins after payment, the Customer Lifetime Value (CLV) concept, and why retaining a customer costs less than acquiring a new one, with the Amazon membership example.9:14
  3. Psychology and Sociology Theories in MarketingExplains psychology and sociology theories that account for customer decisions and loyalty, including the role of emotions, reciprocity and a sense of moral debt, and warns against winning the argument but losing the sale.14:54
  4. Theoretical Framework (Kano Model & Service-Profit Chain)Explains the Kano Model and its basic, performance and delighter features and how they affect customer satisfaction, then the Service-Profit Chain linking employee satisfaction to customer satisfaction and company profit.12:41
  5. Behavioral Economics and Managing ExpectationsExplains behavioral economics and how customer decisions are shaped by choice architecture and defaults, and managing expectations so the experience meets or exceeds the promise, with transparency and adding a delighting feature.18:23
  6. Customer Experience Management - CXMExplains Customer Experience Management (CXM) and mapping the customer journey after purchase, and why every department must work toward customer satisfaction, with an example of a vacuum cleaner whose new feature lacked usage guidance.19:59
  7. Post-Sale Customer Service StrategiesExplains after-sales customer service strategies as a tool for building loyalty: fast response and problem solving, proactive communication, avoiding blaming the customer, and hiring and training for empathy and absorbing anger.16:55
  8. Case Studies (Success and Failure)Loyalty case studies: Careem's success with a human experience caring for both captain and customer and fast service, and Nokia's failure in clinging to its old system and ignoring customer expectations in the smartphone era.7:33
  9. Case Study: Al Arabi Company in EgyptA case study of Elaraby Group in Egypt, and how it turned an honest warranty and after-sales service into a competitive advantage that reduces consumer fears and builds trust, stressing resolution at first contact.14:11
  10. Loyalty and Rewards ProgramsExplains loyalty and rewards programs, their principles such as reciprocity and raising customer lifetime value, their types, and success secrets like simplicity, personalization and immediate value, with the Starbucks example and the risk of transactional loyalty.15:00
  11. Key Loyalty MetricsBuilds a loyalty dashboard with three metrics: NPS to measure promotion, CES to measure customer effort and its link to first contact resolution (FCR), and CLV to measure financial value, along with reducing churn.20:20
  12. Collecting Customer Data and Listening to ThemExplains collecting customer data and listening to customers: quantitative and qualitative data, contextual feedback right after an interaction, social listening and sentiment analysis, linking data in a CRM, and preparing a listening plan.13:21
  13. Common Mistakes in Post-Sale Management and How to Turn Complaints into OpportunitiesAnalyzes common after-sales mistakes and explains the service recovery paradox, which turns an angry customer into a loyal promoter, with customer segmentation and tailored handling for each group, and the Zappos example.21:18
  14. Technology in Customer Service and LoyaltyExplains the role of technology in customer service and loyalty: AI and chatbots handing the customer to an agent with their data, CRM systems, and an Omnichannel strategy that reduces customer effort.14:58
  15. Practical Plan for Small and Medium EnterprisesTurns loyalty theory into a practical plan for small businesses on a tight budget: a CES survey by SMS, employee training and empowerment, exclusive perks for customers, and fast replies to negative reviews.11:52
  16. Conclusion: Summary and Final MessageSums up the core ideas of building loyalty: emotional loyalty beats transactional loyalty, measuring NPS, CES and CLV, treating complaints as opportunities, and using technology and a CRM to serve the human relationship, with honesty and transparency.8:05
2

Add-ons

1 attachments
  1. Download the Workbook

Instructor

Ahmed Ibrahim

Ahmed Ibrahim

Lecturer and consultant in management and marketing, with experience in marketing for over 5 Arab companies.
46.6K views14 courses

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