LOYALTY MBA
Understand the fundamentals of customer loyalty marketing in just three days - with the 3 Day MBA in Loyalty
Trainer: Mike Atkin
At the 3 Day MBA in Loyalty, our expert trainer will walk you through the complex world of customer loyalty. You'll explore all the critical issues and challenges, and at the end of the three days, you'll be able to better position your organisation to compete effectively and drive business excellence in today's fast changing environment.
The 3 Day MBA in Loyalty is an introductory-level training course designed to bridge knowledge gaps and provides you with true business advantage. It is most useful to new entrants, senior managers needing a big picture refresher, professional advisors and suppliers.
In just three days you will:
- Explore global trends and best practices in loyalty marketing
- Analyse loyalty programme business models
- Learn how to create, deliver and manage an effective customer value proposition
- Uncover the secrets behind loyalty analytics
- Consider the operational challenges
- Review the technology in place to support your loyalty programme
- Discover how to determine the key success factors in a loyalty programme
- Find out how to improve loyalty programme performance
- Discover what's next in customer loyalty
Click here to view upcoming MBA sessions
Mike Atkin is a highly respected, industry recognised expert with over 20 years' experience within the field of customer loyalty.
Mike has specialist knowledge in all aspects of loyalty programmes - strategy and operations. This includes all facets of customer management including basic customer acquisition schemes, affinity cards, single-brand programmes, co-branding, continuity campaigns and coalition/multi-partner programmes.
Mike has worked across most vertical markets including retail finance and banking, blue chip retailers, airlines, telecommunications, fuel retail and utilities. Within the loyalty programmes market some of the major programmes successfully designed, developed and implemented with Mike’s help include Premier Points, Amex Membership Rewards, Shell, Boots Advantage, Marriott Rewards and specific initiatives with Tesco, Sainsburys, Scotiabank, Chevron LloydsTSB, Asda, ExxonMobil, GE Capital, House of Fraser and Microsoft. These schemes have required the development of a full awareness and understanding of loyalty platforms, smart and mag-stripe cards, contact centres, rewards sourcing and fulfilment and data management.
Mike has reviewed and benchmarked over 50 global loyalty software platforms and completed evaluation studies of capabilities on behalf of programme operators in the USA, Canada, South America, UK, Europe, South Africa and Russia.
As a leading authority on reward sourcing, selection and fulfilment, Mike has worked with several global loyalty programmes to enhance their Customer Value Propositions. He is an effective communicator with excellent interpersonal skills and a track record of achievement in implementing change successfully and efficiently, based on a thorough understanding of the loyalty industry.
