1.1 Definition of Customer Retention
1.2 Why we must retain our customers?
1.3 Which customer we need to retain?
1.4 Economics of customer retention
1.5 Benefits of customer retention activities
1.6 Tactics in retaining our customers

2.1 Why it is important to know your customers?
2.2 Major types of customers
2.3 Common customer needs
2.4 Things customer expect from you
2.5 What are customer problems?
2.6 What motivates customer to buy?
2.7 Churn and Defection Rate

3.1 Who are the difficult customers?
3.2 Why customers are difficult?
3.3 Ways to cope with difficult Customers
3.4 What to do when you are wrong?

4.1 Definition of complaint
4.2 Types of complaints
4.3 Types of customer who complain
4.4 Why customers make complaints?
4.5 Why customers do not complain?
4.6 How to handle complaints effectively?
4.7 What customer expects when they complain?
4.8 Customer complaint questions.
4.9 Don’t in handling complaints

5.1 Definition of loyalty
5.2 Definition of customer loyalty
5.3 Types of customer loyalty
5.4 Characteristic of loyal customer
5.5 The role of trust
5.6 Five dimensions of trust
5.7 Strategies to develop trust
5.8 Loyalty program
5.9 Provider characteristic affecting customer loyalty
5.10 Customer Lifetime Value (CLV)

6.1 Service recovery
6.2 Service breakdown
6.3 Examples of service breakdown
6.4 Situation that requires service recovery action
6.5 Causes for service breakdown
6.6 What customer expect during service breakdown
6.7 Reasons for customer defection
6.8 Approaches to service recovery
6.9 Roadblocks to service recovery
6.10 Service Level Agreement

7.1 Service recovery process
7.2 Recovered customer: Second life cycle
7.3 Common service recovery mistake
7.4 Managing the service recovery effort
7.5 Creating the culture
7.6 Identifying service problems
7.7 Resolving problems effectively
7.8 Learning from recovery experiences
7.9 Service recovery paradox

8.1 Benefits of measuring effectiveness
8.2 Signals of effectiveness
8.3 Customer satisfaction equation
8.4 Service quality dimensions
8.5 E-Service Quality dimensions
8.6 Tools to measure effectiveness
8.7 What to ask in a survey?
8.8 Actions to be avoided in conducting survey
8.9 Factors influencing customer satisfaction rates
8.10 Customer satisfaction rating point scale
8.11 Customer Satisfaction Index (CSI)

A1 : Students from any campus or university and from different background can enroll into this program especially those who are interested to learn more about retaining customer and performing service recover in the service organization