Measuring and improving Customer Goodwill for predictable customer behavior

The R-Intervention training programs are guided by science-based in research and grounded in practice. This is reflected in the learn-try-apply format that is weaved into all courses’ structure to equip participants with deep insights in combination with practical tools.Every training course will bring people’s Mind, mass behavior, and engineering relational approaches and solutions into real-life settings and applications. The intake form filled out before the course combined with the individual- and team assignments create a learning experience based on personal goals and objectives.Theme and sector-specific training coursesEvery month R-Intervention brings a unique R-focus to training sessions on themes ranging from digital adoption and employee retention to account activation and user loyalty. R-Intervention also offers sector-specific training sessions on problems and business challenges such as patient adoption of technology, fraud management in financial services, and citizen participation initiatives.The theme and sector-specific training courses are aimed at professionals in various fields who want to increase their knowledge or want to expand their practice area with a deeper understanding of mass activation and the tools and methods that operationalize relationships. The training sessions are structured around learning about core R-concepts, getting familiar with them through cases, and bringing them to life with assignments in an operating environment relevant to the theme or sector in focus.R-Engineering training coursesThe R-Engineering training courses introduce relational thinking, tools, and methods that can be applied in any organization. The training sessions are for professionals dealing with business areas such as customers and operations, business transformation and innovation, digital interactions and design, internal-external communication, people management, employee engagement, systems, and process improvement.The tools and practices introduced in these training courses have been tried in real-life situations, and participants learn how to make adjustments that fit their specific needs and operating environments. The training is set up to get meaningful insights from peers and course leaders to stimulate use in “the field".

R-Intervention

How to create predictable customer and user behavior by observing, measuring, and improving the customer goodwill metric.

After three online sessions you will walk away with<ul><li>Insight into the different expressions of loyalty and the unique loyalty profile of every customer and employee.
</li><li>A realization that, according to cognitive science, there is no automatic loyalty in satisfaction or experiences.
</li><li>Insight into what Customer Goodwill is, how to measure it, stimulate it, and reap concrete benefits and value from it.
</li><li>Know why Customer Goodwill is the best indicator of target behaviors in interactions, transactions, marketing episodes, and customer journeys.</li></ul>

DATESTuesday, May 4<ul><li>Introduction to customer goodwill as a measure of predictable behavior</li></ul>Tuesday, May 11<ul><li>Recognizing, stimulating goodwill in communications and transactions</li></ul>Tuesday, May 18<ul><li>Engineering customer goodwill measurement in customer operations</li></ul>TIMES14:00 – 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 objectivesThe course brings together years of scientific research and operational best practices.<ul><li>Gaining a critical understanding of customer goodwill as the only mental state of customers that predicts certain and positively biased behaviors.
</li><li>Learning how to identify high goodwill customers in ongoing transactions and interactions on the organization's platforms and touchpoints.
</li><li>Understanding how to measure customer goodwill before, after, or in between their visits to touchpoints and channels.
</li><li>The ability to stimulate customer goodwill as integral parts of the organization's communications, platform, or touchpoint design.</li></ul>Who should attendProfessionals looking to make an impact on the performance of the organizations and deepen the relationship with customers and users:<ul><li>Marketing professionals in charge of optimizing the value of existing customers and of creating more committed customer journeys.
</li><li>Communication professionals who wish to segment and target-based involvement levels of customers and users.
</li><li>Relationship managers who wish to prioritize their portfolios and increase performance.
</li><li>Service center managers in charge of customer relationships, mass-contact operations, and operational customer insight.</li></ul>

What is included in this training<ul><li>Three 2-hour online training sessions</li><li>Training documents in digital form</li><li>An individual case review with the course leader</li><li>Restricted access to course material of other courses</li><li>10% discount on any future courses</li></ul>

ProgramThe 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 1Introduction to customer goodwill as a measure of predictable behavior<ul><li>Understanding the differences and the links between customer satisfaction, Net Promoter Score, and customer goodwill.
</li><li>Knowing the behavioral and mental indicators of customer goodwill.</li></ul>Week 2Recognizing, stimulating, and enabling customer goodwill in communications and transactions<ul><li>Bringing out the willingness of customers to share their thoughts, ideas, cash, and networks.
</li><li>How to generate and manage goodwill in customers and avoid "bad will."</li></ul>Week 2 assignmentMake Customer Goodwill work towards specific goals*<ul><li>Design a practice to obtain a behavioral and self-reported goodwill measurement for every customer.
</li><li>Create a communication, proposition, offering, and service for high and low customer goodwill, activation, and commitment.</li></ul>Week 3Engineering a method for customer goodwill measurement that is part of marketing strategies and daily customer operations<ul><li>Designing a behavioral and self-reported goodwill measurement for every customer.
</li><li>Goodwill-centric marketing strategy formulation and journey design.</li></ul>Week 3Case review with course instructors<ul><li>Every participant will receive feedback and recommendations for their real-life case from the course leader.</li></ul>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.<ul><li>Review of the participant’s case or specific situation with the course instructor.</li><li>R-Audit of operational processes, marketing campaigns, and user journeys to identify goodwill opportunities and opportunities to convert goodwill into value.</li></ul>

* 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.

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Measuring and improving Customer Goodwill for predictable customer behavior

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