in

Training
Company

13 15 June 2011
London

www.theMBATrainingCompany.com

Big ideas and fundamentals for retailers, banks, utilities, transport

companies and any organisation looking to retain their customers

The

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Loyalty

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3 day MBA in Loyalty

Imagine if you could be an expert in customer loyalty,

in just 3 days
This 3 Day MBA in Loyalty is the first of its kind! Our expert trainer will walk you
through the complex world of customer loyalty. Youll explore all the critical issues and
challenges in the industry. At the end of the 3 days, youll be able to better position
your organisation to compete effectively and drive business excellence in todays fastchanging environment.

About your presenter

Think about how quickly and easily you can

multiply your investment with this course.
The 3 Day MBA in Loyalty is an introductory level
training course designed to bridge knowledge
gaps. It is most useful to new entrants, senior
managers needing a big picture refresher,
professional advisors and suppliers.

Mike Atkin is a highly respected,

industry expert with over twenty
years global experience within
Loyalty/CRM, with specialist
knowledge in all aspects of Loyalty
Programmes, including strategy
and operations. He has worked
in various industries including
Retail Finance and Banking, Blue
Chip Retailers, Airlines, Telco, Fuel
Retail, Utilities and many more.
Mike has previously worked with
Tesco, Sainsburys, Scotiabank,
Chevron, LloydsTSB, Asda,
ExxonMobil, GE Capital, House of
Fraser and Microsoft to name but
a few.

We make it all easy leading you through the

dynamics of customer loyalty the main business
drivers, giving you precious insight into the
different business models, analysis, operational
challenges technology, the customer, and what
is next in customer loyalty. These valuable insights
will help you to be the first to identify and exploit
opportunities while your competitors are still doing
their research.
In just three days you will:

Arvato Loyalty Services Ltd

Azercell Telecom LLC
Bank Audi
Barclaycard
Beyond Analysis
Black Sun Plc
British Gas (Centrica plc)
BWIN Interactive Entertainment AG
Carlson Marketing
Choice Hotels International
Colloquy
EHS Brann
E-Rewards Market Research

Retailers

Lawyers

Eurostar
France Telecom Group
Fun Miles
Harrods
Hilton Hotels
Homebase
Honda Motor Europe Ltd
House of Fraser
HTEC Ltd
Ikea Oy
Jumeirah Group
JustGiving.com
Lego

Transport

Organisations
that will benefit

Examine how loyalty programmes are analysed

Consider the operational challenges of loyalty
programmes
Review the technology in place to support
loyalty programmes
Discover what is next in customer loyalty
Remember just one good nugget of inspiration
will repay the cost of this workshop 100 times over.
Why not bring your team? Register 4 delegates and
bring a 5th free see the registration form on the
back of this brochure for full details.

Who's attending?

Loyalty One / Air Miles Reward Program

Loyalty Partner Solutions GmbH
Macy's
Mastercard
Mat-Zak Travel and Tour Ghana Limited
Mobitel D.D.
MyCustomer.com
MYER
Nectar
New Look
OP Bank Group Central Cooperative
Orange
Paf

Finance
and Banking

Utilities

Suppliers

Regulators

Discover how to improve loyalty programme

performance

Understand various loyalty programme

business models

Recent Terrapinn attendees

Learn how to create, deliver and manage an

effective customer value proposition

Advisors

Telecoms
operators

C-Level Executives:
CEO, CFO, COO
Business Development
and Sales
Marketing
Public Relations
Investor Relations

The

Strategic Planning
Lawyers
Procurement and
Sourcing
Analysts
Human Resources
Customer services

Training
Company

This is something different in management and

professional training. We specialise in big ideas and
fundamentals so you can master complex subjects,
at speed. Receive the essence of an MBA without,
of course, actually doing one.
Our curriculum is presented across the world and
covers the most important markets and disciplines.
We offer both open enrolment and in-house
courses. Our faculty are experienced practitioners
who really know their onions.
We are part of the terrapinn group:

Register now: Call Nikola Clay

on +44 (0)20 7608 7068
or email nikola.clay@terrapinn.com

online www.theMBATrainingCompany.com | email nikola.clay@terrapinn.com | phone +44 (0)20 7608 7068 | fax +44 (0)20 7608 7050

DAY ONE

DAY TWO

Introduction

Analytics What to collect, and how

to use and manage data

This high speed session gets

you introduced to the other
attendees. Bring your business cards as every
3 minutes you will meet someone new!

The meaning of Loyalty

The academic meaning of loyalty
Loyalty v CRM
Typical loyalty programme objectives
Global Trends & Best Practices
Global best practices in loyalty
programme management
Why programmes fail Research on
major reasons for failing programmes
How to improve programme
performance
Is it a loyalty programme or a reward
programme?
Case Study: Leading coalition and single
brand programmes
Loyalty Programme Business Models
Presentation on the various loyalty
programme business models
including coalition, single brand and
promotional
SWAT analysis on most effective
solutions for different markets and
different objectives
Selecting the best solution for your
business
Case Study: The strategic and
operational benefits of coalition
programmes

Global best practices and trends on

data analytics
Customer segmentation processes
The value of transactional data
The value of lifestyle data

Case Study: The Tesco Story Why data

is important to the business
Case Study: Examples of effective
data analytics: Aeroplan and American
Express
Rewards Consider the options e.g.
in-store, online, cashback etc etc
Presentation and discussion of the
various reward options
How to improve perceived value of
rewards
Where recognition is more powerful
than rewards
Business to business rewards
management
Rewards sourcing and fulfilment best
practices
Operational challenges
Making loyalty part of the business
culture: Ensuring buy-in and
commitment
Managing the internal customer
Creating the customer journey
Effective contact centre and member
care
Developing supplier funding

DAY THREE
Is your turn. Where we
workshop your issues and
challenges.

What Next in Customer Loyalty

Marketing?
Latest global initiatives and
innovations
Loyalty marketing to the Y
Generation
Loyalty Information sources
Recommended reading
Keeping up to date with global trends
and initiatives
Workshop: Prepare for success Draft
an action plan for delivering and/or
enhancing a loyalty programme
Determining the Key success factors
Workshop: Create a new loyalty
programme brief
Workshop: Delegates will be given
a programme brief based on their
respective issues and markets and given
time to create an initial set of ideas for a
suitable solution
Delegates present ideas with group
discussions
Big ideas that can make
the difference

Case Study: Benchmarking study of

over 50 global loyalty platforms

Creating the CVP (Customer Value

Proposition)

Technology

How to create, deliver and manage

an effective customer value
proposition
What works and what does not work
Reward and recognition options
Enhancing an existing programme
rewards portfolio
Currency funding and management
best practices

Technology checklist Key

requirements for operating effective
programmes
Front and back-end applications
Contact centers, fulfillment etc
Build, license or SaaS?
Loyalty and social networks
Preparing and issuing an RFP
The platform selection process

Case Study: How to create and manage

effective and profitable CVP

Preparation for day 3 Syndicate

Exercises

Register now:
Call Nikola Clay
on +44 (0)20 7608 7068 or
email nikola.clay@terrapinn.com

In-house training,
we will come to you!
If you have a team of 6 or more why not
hold a private course? Our experts will
come to you and the course will be
tailored to your requirements.
Call +44 (0)20 7608 7068

3 day MBA in Loyalty

Register now
Package (London)

Before 25 Mar 2011

Before 06 May 2011 Before 27 May 2011 After 28 May 2011

l 13 - 15 June 2011, London

3,415**
SAVE 760

3,795**
SAVE 380

3,985**
SAVE 190

Sub-total

4,175**

in

Platinum Package Send 4 delegates and the 5th comes FREE

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13 15 June 2011, London

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Course Schedule
Registration.................................. 8.30 am
Course Begins.............................. 9.00 am
Morning Break............................ 10.30 am.
Lunch.......................................... 12.00 pm
Afternoon Break........................... 3.30 pm
Close............................................. 5.30 pm

1. Should you be unable to attend, you are not

able to transfer your registration to a later course.
Instead a substitute delegate is welcome at no
extra charge
2. The M.B.A Training Company does not provide
refunds for cancellations. Invoiced sums are
payable within 14 days of the invoice date.
Notwithstanding this, payment must be received
prior to the course taking place.
3. The M.B.A Training Company will make available
course documentation to a delegate who is unable
to attend and who has paid
4. The M.B.A Training Company reserves the right
to alter the programme without notice including the
substitution, alteration or cancellation of speakers
and / or topics and / or the alteration of the dates
of the event
5. The M.B.A Training Company is not responsible
for any loss or damage as a result of a substitution,
alternation, postponement or cancellation of an
event under any circumstances
6. The aim is to give delegates a thorough
understanding of the fundamentals. This is not a
postgraduate course and completion will not entitle
the delegate to the conferral of a postgraduate
award.

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