Creating Loyal Customers


Creating Loyal Customers (CLC)

Creating fans of the brand to drive loyalty.

For those in a service, helpdesk or customer-facing role, helping to drive loyalty, retention and creating fans is essential for the business.

Creating Loyal Customers (CLC) focuses on how to create personalised interactions, connecting on an emotional level and being able to understand the impact of reciprocity in creating genuine, trustworthy value.

The programme also focuses on how to help the customer think ahead and create contact plans that build engagement and create a Trusted Advisor relationship that will enhance customer value.

Participants will explore how to interact with customers when proactively engaging with them to gather their views. The programme will also focus on providing the skills and techniques to make the customer feel heard and create collaborative action plans with the customer to resolve any issues/complaints if necessary.

This modular course is based on more than 20 years of quantitative, qualitative and field-based CX research. It forms part of Imparta’s 3D CX Curriculum, which helps CX and Service professionals deliver a differentiated customer experience.

This highly interactive programme develops lasting skills and CX techniques through a comprehensive set of simulated activities, application and real-life exercises, tools and reinforcement techniques within Imparta’s continuous improvement ecosystem.


Course Overview

Key training topics include:

  • Proactively engage with customers to gain their views and make them feel respected and valued.
  • Explore and demonstrate techniques to gain commitment to the next steps and understand/appreciate the customer’s feedback, creating customer loyalty on an ongoing basis.
  • Be able to create personalised and tailored customer interactions through previous knowledge of customers and an interest in them as individuals.
  • Explore ways to humanise your customer conversations – focusing on current and future life events you can support.
  • Create a clear contact plan with agreed timings and preferred contact channels with the customer.


The Creating Loyal Customers™ training programme will help to support the delivery of NPS/CSAT results and drive retention of customers.

It will help you focus on key metrics that include:

  • NPS
  • CSAT
  • Loyalty and customer retainment

Making the Customer the Hero

This is an example concept from the Creating Loyal Customers module, which can be delivered in eLearning and instructor-led formats.

who is the account management programme for

Who Is It For?

This programme is suitable for those who deliver service interactions to B2B or B2C customers with a need to differentiate the conversations to create a positive customer experience and resolve customer issues & challenges in a structured customer-centric approach.

The course is designed for both inbound and outbound service roles, helpdesks and any customer-facing role.

Multiple formats

Formats and Duration

The programme is part of Imparta’s CX modular curriculum.

It is available as:

  • eLearning (full modules, plus individual assets that can be embedded into playbooks).
  • A 2-day instructor-led face-to-face workshop.
  • 4 four-hour virtual instructor-led sessions.
  • Flipped learning where the classroom is used to focus on application.
  • Modules that can be combined with other courses.

The programme also includes competency definitions, application tools, measurement and reinforcement tools, including nudge questions and manager coaching guides to make the new skills stick.

application tools for account management

Application Tools

Application tools (Canvases) are available in print, editable PDF and Excel versions.

The Canvases help attendees to embed their new skills, and to apply them to delivering a differentiated service experience to improve NPS, CSAT and customer loyalty.

Explore the modules


Consulting to Add Value

Impact: Loyalty

Inspire, excite and educate customers about additional options, solutions or recommendations that you have identified that will add value to them and enhance their experience. Consult with them about their bigger goals or specific events to demonstrate you care and want to help.


Respect Customer Feedback

Impact: Loyalty; Advocacy

Recognise the key reasons we need customer feedback, and why it’s important to receive that feedback well to demonstrate respect and maximise the value of the feedback.


Making the Customer the Hero

Impact: Loyalty; Advocacy

Go beyond a single call or service interaction to understand how customers see the relationship with the brand. Play an appropriate role, as a service professional, at each stage, from understanding the backstory to supporting their journey and humanising the experience.


Asking for Referrals

Impact: Advocacy; New Customers

Understand the value of a referred customer. Ask for referrals at the right stage in the conversation, and in a natural way that promoted advocacy and builds trust. Structure referral requests that also add value to the customer.


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