WSQ Strategies for Winning and Retaining Customers | TGS-2013500507


This is a 2-Day SSG-approved course with 14 hours of training and 2 hours of assessment. It covers reviewing existing customer acquisition and retention programmes, establishing, managing, and refining programmes, as well as evaluating customer response. Generic Skills and Competencies (GSC) code is BM-SM-409E-1. WSQ level is 4, and type of certification is a Statement of Attainment (SOA). Applicants may use SkillsFuture credit for enrolment. 

Customer Acquisition and Retention Strategies WSQ SOA

Requirements for Activities, Discussions and Presentations:

  • Learners are expected to be actively involved in all sessions.
  • Each Learner is to identify a product or service to apply in the facilitated learning sessions.
  • A Learner who has no prior experience in an organisation should research on a product or service and the customers who are target segments.
  • For group discussions and presentations, learners will brainstorm and select one product or service for the entire course.
  • Respect, active learning, and full confidentiality throughout the course is appreciated.


Underpinning Knowledge (UK)

  1. Importance of building customer relationships and increasing customer loyalty.
  2. Objectives of customer acquisition and retention programmes.
  3. Costs of customer acquisition and retention programmes.


Performance Statements (PS)

PS1: Review existing customer acquisition and retention programmes to ensure that they are current.

  • Review existing customer acquisition and retention programmes by understanding customer base, needs and expectations and current targeted customer segment for programmes.
  • Evaluate impact of past programmes on organisation's business.
  • Conduct research on customers' attitudes towards current programmes.
  • Identify gaps in programmes at meeting customers' needs and expectations.
  • Determine reasons for gaps and programme alignment to sales, marketing strategies and objectives.
  • Review organisation's programmes vis-a-vis competitors' programmes.

PS2: Establish and manage customer acquisition and retention programmes to increase customer loyalty.

  • Establish and manage customer acquisition and retention programmes by conducting telemarketing and database marketing programmes.
  • Develop customer loyalty programmes to acquire or retain customers.
  • Develop customer loyalty through efficient after sales and technical support.
  • Increase customer loyalty through processes on how customer information will be collected and analysed.
  • Increase customer loyalty relationships with merchants to offer privileges.
  • Collaborate with cross-functional teams to ensure that programmes meet or exceed targets.
  • Analyse internal and external customer behaviour to increase customer loyalty.
  • Identify untapped loyalty strategies for existing customer segments.
  • Benchmark loyalty levels against those of competitors through surveys and behavioural data.
  • Monitor budget and potential variances.

PS3: Evaluate customer response to determine if customer needs and expectations are met.

  • Evaluate customer needs for products and services based on customer group's social, cultural, or ethnic background and price considerations.
  • Determine customer take-up rate of programmes by analysing factors through customer response.
  • Evaluate the programmes in building relationships to customer acquisition and retention.

PS4: Evaluate and refine customer acquisition and retention programmes to increase customer loyalty.

  • Evaluate if the objectives of customer acquisition and retention programmes to increase customer loyalty have been met.
  • Evaluate customer acquisition and retention programmes by determining return on investment.
  • Conduct cost-benefit analysis to determine if programmes are worth continuing.



These are continual open-book sessions of two assessments with one hour duration for each. The assessments will be conducted at the end of each training day.

Learners must type (or copy and paste) their answers in the LMS portal provided and attempt all questions. Assessor will mark the assessments and conduct Oral Inquiry sessions for Learners who show insufficient evidence of competency.  

Minimum attendance requirement is 75% to be certified competent.


This synchronous e-learning unit is module number 7 of the WSQ Diploma in Tourism (Event Management and Operations).

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


This course material and associated resources are designed and developed by Singapore Chinese Chamber Institute of Business (SCCIOB). Permission should be obtained from SCCIOB prior to any prohibited reproduction, storage in a retrieval system or transmission in any form or any means such as photocopying, recording, electronic, mechanical, or likewise.