After three online sessions you will walk away with

• Insight into the different expressions of loyalty and the unique loyalty profile of every customer and employee.
• A realization that, according to cognitive science, there is no automatic loyalty in satisfaction or experiences.
• Insight into what Customer Goodwill is, how to measure it, stimulate it, and reap concrete benefits and value from it.
• Know why Customer Goodwill is the best indicator of target behaviors in interactions, transactions, marketing episodes, and customer journeys.

DATES

Tuesday, May 4

• Introduction to customer goodwill as a measure of predictable behavior

Tuesday, May 11

• Recognizing, stimulating goodwill in communications and transactions

Tuesday, May 18

• Engineering customer goodwill measurement in customer operations

TIMES

14:00 – 16:00 GMT | 15:00 – 17:00 CET | 09:00 – 11:00 EST | 18:00 – 20:00 Dubai I 20:30 – 22:30 Delhi

Learning objectives

The course brings together years of scientific research and operational best practices.

• Gaining a critical understanding of customer goodwill as the only mental state of customers that predicts certain and positively biased behaviors.
• Learning how to identify high goodwill customers in ongoing transactions and interactions on the organization's platforms and touchpoints.
• Understanding how to measure customer goodwill before, after, or in between their visits to touchpoints and channels.
• The ability to stimulate customer goodwill as integral parts of the organization's communications, platform, or touchpoint design.

Who should attend

Professionals looking to make an impact on the performance of the organizations and deepen the relationship with customers and users:

• Marketing professionals in charge of optimizing the value of existing customers and of creating more committed customer journeys.
• Communication professionals who wish to segment and target-based involvement levels of customers and users.
• Relationship managers who wish to prioritize their portfolios and increase performance.
• Service center managers in charge of customer relationships, mass-contact operations, and operational customer insight.

What is included in this training

• Three 2-hour online training sessions
• Training documents in digital form
• An individual case review with the course leader
• Restricted access to course material of other courses
• 10% discount on any future courses

Program

The online training program runs for three consecutive weeks, with each session running for two hours. Participants should reserve one hour a week for individual and team assignments. The training builds on a strong science foundation and is designed for participants to become familiar with core concepts about activating the mind and engineering scalable interactions with customers and users. In team exercises and individual assignments, participants apply their learning and insights to their situation.

Participants fill out an intake form that aligns the cases and examples used with individual interests and objectives.

Week 1

Introduction to customer goodwill as a measure of predictable behavior

• Understanding the differences and the links between customer satisfaction, Net Promoter Score, and customer goodwill.
• Knowing the behavioral and mental indicators of customer goodwill.

Week 2

Recognizing, stimulating, and enabling customer goodwill in communications and transactions

• Bringing out the willingness of customers to share their thoughts, ideas, cash, and networks.
• How to generate and manage goodwill in customers and avoid "bad will."

Week 2 assignment

Make Customer Goodwill work towards specific goals*

• Design a practice to obtain a behavioral and self-reported goodwill measurement for every customer.
• Create a communication, proposition, offering, and service for high and low customer goodwill, activation, and commitment.

Week 3

Engineering a method for customer goodwill measurement that is part of marketing strategies and daily customer operations

• Designing a behavioral and self-reported goodwill measurement for every customer.
• Goodwill-centric marketing strategy formulation and journey design.

Week 3

Case review with course instructors

• Every participant will receive feedback and recommendations for their real-life case from the course leader.

Optional follow-on activities**

Participants have the option to bring their learning into the reality of their professional environment and organization by scheduling optional follow-on activities with R-Intervention or one of its partners.

• Review of the participant’s case or specific situation with the course instructor.
• R-Audit of operational processes, marketing campaigns, and user journeys to identify goodwill opportunities and opportunities to convert goodwill into value.

* The information shared as part of the training might be subject to a Non-Disclosure Agreement (NDA).

** Optional follow-up activities from R-Intervention or its partners might have commercial implications that will be assessed and agreed upon by all parties before scheduling follow-up activities.