Customer Loyalty & Retention


Although customer satisfaction is necessary to any successful business, satisfaction alone is not enough to build a loyal customer base. This is a new challenge for many companies and new challenges call for new solutions. Loyalty building requires a company to emphasise the value of its products or services and to show that it is interested in building a relationship with the customer.

This workshop focuses on developing strategies and implementing tools in order to move new and existing customers to being loyal customers. Loyalty is ultimately earned by responding to your customer's changing needs and perception of value.

In this highly interactive session, you will learn the guidelines and principles for defining loyalty, understanding your customers and creating the environment within your company that will unite the two.

Learning Objectives

Upon completion of this workshop, participants should be able to:

  • Define loyalty and demonstrate more effective customer retention strategies
  • Analyse their customer base, define segments using specific criteria for segmentation and estimate each segment’s value
  • Attract new customers by moving from a selling approach to a serving approach
  • Strengthen their company’s position in the marketplace
  • Align staff’s knowledge, skills and attitudes with loyalty creation strategies

Programme Outline

Topics to be covered during this workshop include:

  • A closer look at loyalty
  • The customer loyalty pyramid
  • The 3 types of value
  • Moments of truth
  • From selling to serving
  • Creating repeat customers
  • Converting repeat customers into loyal customers
  • Developing a loyalty driven culture (Using loyalty measurement factors, employee behaviour, customer care tools)

Target Group

This workshop would be beneficial to:

  • CEOs
  • V.P’s and Directors
  • Marketing Managers & Supervisors
  • MBA and Marketing students

Facilitator's Bio-Sketh: Mr. Anthony Ragoonanan

Anthony Ragoonanan B.Sc., MBA is the Principal Trainer and Consultant for VFormation Training and Development, with core skills that include Communication, Leadership, Sales, Customer Service and Management. Anthony is dedicated to performance management and empowering people with the skills to make a difference in their organization, their society and their lives. His primary goal is to address the competence related needs affecting companies today so that employees can deliver measurable results. His purpose is to not only make an impact but to make a difference by developing and challenging staff to achieve top performance not only as individuals but as part of a team.

With over 15 years in the sales environment, having worked for both local and international firms, he has had experience on the front line, in sales as well as a trainer and manager. His experience has also exposed him to several distribution companies, health care professionals, hospitals and service companies in the Caribbean region where he gained first-hand experience in learning how companies run their business, develop their people and maintain their corporate culture.

As a Trainer and Consultant, he is presently working with local and International companies including the development of several programmes at the Arthur Lok Jack Graduate School of Business.

Anthony possesses a Bachelor of Sciences degree (University of Guelph, Ontario, Canada) and an MBA (Andrew’s University, Berrien Springs, Michigan, 2008).


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $4,000.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Anastasia Mohammed ext. 328
Brent Cassim ext. 330



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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