Customer Loyalty: Gaining Insights from Consumer Psychology and Behavioural Science
- Innovation & Business Improvement
This programme is conducted on-campus.
2 days
Weekdays (9 am - 6 pm)
Who Should Attend
- Managers of service quality and customer-centric initiatives
- Professionals with work exposure to customer experience, marketing, quality assurance, operations, collaborative partnership or customer analytics
Overview
In organisations, managers are prone to make strategic decisions based on personal experiences and/ or organisational beliefs, in their attempts to affect consumer behaviour. The workshop will show participants why certain customer marketing strategies that may have intuitive appeal could have sub-optimal outcomes; how they can be redesigned through behavioural science methods; and, in turn, how they can be transformed into strategies with a competitive edge.
Participants will learn about cutting-edge scientific evidence and principles, showing how people make everyday judgments and decisions, learning their application pointers in daily practice in organisations that interact with customers.
This module is available on a standalone basis.
Learning Objectives
- Gain an understanding of how to use behavioural science to unlock customer insights to improve their business
- Understand how to motivate their customer and create sticky customer experiences
- Review different types of customer expectations and how it impacts strategies in terms of naming, labels and expectations
- Distinguish how people choose incentive options
- Understand customer satisfaction with transactions
- Identify the types of social influences affecting them and their customers
Topic/Structure
- Introduction to Customer Insights from Behavioural Science
- Goal Setting: How to Motivate Your Customer and Create Sticky Customer Experience
- Naming, Labels, and Expectations: What Customer Expectations Do to Your Strategies
- Not All Incentives are Created Equal: Why People Choose One Option over Another
- The Meaning of Money: When Customers are Satisfied with Transactions, More or Less
- Social Influences: How What Others Think and Do Affects You and Your Customers
Assessment
As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of the course. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a group/ individual presentation or based on classroom exercises.
Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.
Calculate Programme Fee
Fee Table
| COMPANY-SPONSORED | |||
|
PARTICIPANT PROFILE |
SELF-SPONSORED |
SME |
NON-SME |
|
Singapore Citizen < 40 years old Permanent Resident LTVP+
|
$654 (After SSG Funding 70%) |
$254 (After SSG Funding 70% |
$654 (After SSG Funding 70%) |
|
Singapore Citizen ≥ 40 years old |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
|
International Participant |
$2,180 (No Funding) |
$2,180 (No Funding) |
$2,180 (No Funding) |
All prices include 9% GST
Please note that the programme fees are subject to change without prior notice.
Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.
Self Sponsored
SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.
This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.
Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).Workfare Skills Support Scheme
From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.
Company Sponsored
Enhanced Training Support for SMEs (ETSS)
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents
- Trainees must not be a full-time national serviceman
- Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here.
Please click here for more information on ETSS.
Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:
AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)
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