WSQ Customer Loyalty | TGS-2020503375

Overview

A repeat customer has a higher chance of converting. Customers who have bought from you two times before are more likely to buy again than a new potential customer is – which is why customer loyalty and retention is important. But not all customers come back by themselves. Sometimes they need reminders. By following up on customers that have not been buying from you for a certain period, you can significantly uplift revenues! 

For businesses to stay profitable, customer acquisition cost (CAC) must be less than the customer lifetime value (LTV). Ongoing nurturing and loyalty incentives to turn customers into lifetime customers and advocates of your brand provides a pathway for this.

Introducing the SSG-approved module “Customer Loyalty”. A 16-hour course delivered within a span of 2 days with 14 hours of training and 2 hours of assessment. Participants may use SkillsFuture credit for enrolment. Certification type is a Statement of Attainment (SOA), and WSQ level is 4.

Objectives

On completion of this unit, participants will have the Technical Skills and Competencies (TSC) in Customer Loyalty at the workplace. These include:

TSC (Code): Customer Loyalty (RET-CEX-4003-1.1)

Abilities

 

AB1. Identify viable customer loyalty and retention programmes.

 

AB2. Conduct checks on popularity of customer loyalty and retention programmes.

 

 AB3. Coordinate resource needs for customer loyalty and retention programmes.

 

 AB4. Conduct checks on customer database to ensure customer information is accurately updated.

 

AB5. Manage service challenges in the event of non-availability of customer loyalty and retention programmes.

 

AB6. Conduct training for staff in promoting existing and new customer loyalty and retention programmes.

 

Knowledge

 

KN1. Types of customer loyalty and retention.

 

 KN2. Principles of effective communication.

 

KN3. Methods to engage customers to promote customer loyalty and retention programmes.

 

KN4. Organisation policies and procedures.

 

KN5. Coaching methods.

 

KN6. Methods to handle service challenges.

 

 

Learning Outcomes

This TSC covers the abilities and knowledge to manage customer loyalty and retention programmes.

 

Instructional Methodology

  • Lecture
  • Discussion
  • Group Activities
  • Case Study

Duration

Training Hours

13.0

e-Learning Hours (Asynchronous)

1.0

Assessment Hours

2.0

Total Hours

16.0

 

 

·         Version: 1.0

·         Effective Date: Dec 2019

·         Author: June Kwah

Learning Unit (LU)

Contents

LU 1

Introduction to Customer Loyalty

1.1

Types of customer loyalty programmes

1.2

Steps to develop a viable customer loyalty programme

1.3

Features of viable customer loyalty programme

LU 2

Engage customers in order to promote customer loyalty programmes

2.1

General methods to engage customers to promote customer loyalty and retention programmes

2.2

Specific methods to engage customers to promote customer loyalty and retention programmes

2.3

Train and coach staff to engage customers to promote customer loyalty and retention programmes

LU 3

Manage customer loyalty programme for the company

3.1

Conduct checks on popularity of customer loyalty and retention programmes

3.2

Co-ordinate resource needs for customer loyalty and retention programmes

3.3

Conduct checks on customer database to ensure customer information is accurately updated

LU 4

Manage service challenges

4.1

Principles of effective communication

4.2

Methods to handle service challenges

 

References

 

The candidate will be assessed for knowledge and skills according to the above-mentioned “Abilities” (AB) and “Knowledge” (KN) for the module 'Customer Loyalty'.  As part of the assessment, each candidate is required to:

  1. Complete a Written Assessment
  2. Complete a Case Study

Candidate will be considered competent when all learning outcomes/evidence are fulfilled as per assessment checklist and minimum attendance requirement of 75% is met.

Written Assessment:

  • This is a continual, open-book assessment.
  • The duration for this assessment is 60 minutes.
  • Candidate will be considered competent if he/she is able to answer all questions correctly based on: AB1, AB2, AB3, AB4, AB6, KN1, KN2, KN3, KN5, KN6.
  • Oral inquiry will be used should there be insufficient evidence for this assessment.

Case Study:

  • This is a continual, open-book assessment.
  • The duration for this assessment is 60 minutes.
  • Candidate will be considered competent if he/she is able to answer all questions correctly based on: AB1, AB4, AB5, AB6, KN3, KN4, KN5.
  • Oral inquiry will be used should there be insufficient evidence for this assessment.

 

This Synchronous & Asynchronous e-learning unit is module number 3 of the WSQ Diploma in Retail (Retail Operations).

MCES, Enhanced Training Support for SMEs and other schemes are available for subsidised training.