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 personalized 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 program 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 program 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 humanize 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 program 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 program 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, helpdesk, and any customer-facing role.

Multiple formats

Formats and Duration

The program 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 program 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


Unlocking Account Potential

Impact: All

Understand what an account strategy is, and how it can be mapped onto the Plan/Do/Review cycle to drive world-class Account Management for both large and small accounts, as well as channel partners. Focus on questions and insight rather than data collection and process.


Mapping the Account

Impact: Share of Wallet; Number of Leads

Create a living strategic map of the account, mapping out the different Buying Centres to understand the business they are currently doing with your company, what they think of you, and where any opportunities and threats might lie. Use this to decide what approach you will take with each Buying Centre.


How to Compete: Partnership

Impact: All

Assess the overall level of partnership within this account, based on the investment being made by the customer and you as the supplier. Correct any misalignment, including taking actions to increase the level of partnership if appropriate.


How to Compete: Performance

Impact: Share of Wallet; Win Rate; Renewal Rate

Understand how customers assess your company’s performance, including the key elements of customer health. Use the Health Map to identify the customer’s perception of how well things are going in each area of the Account Gameboard, and create strategies to improve both the perception and the reality.


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