Mwoyo Experience Limited, a transformational customer experience consultancy firm, recently launched a Customer Loyalty Mastery online course tailored towards customer retention and profitability.
Dr Dorothy Kyeyune (PhD), the CEO Mwoyo Experience Limited, talks to CEO about the 90-day course and what it is meant to achieve.
Briefly tell us about the Customer Loyalty Mastery online course.
Customer Loyalty Mastery is an online course that takes business owners through the A-Z of how to retain their customers for the long term and in so doing increase their revenues and profitability. It avails you with powerful and proven techniques on customer loyalty; that is how to earn it and more importantly how to keep it.
What inspired you to come up with such a course?
The first reason is a personal experience…A relative’s business in the financial sector collapsed as a result of customer attrition. During one of the many discussions I held with her to get to the root cause, her desperation and pain touched me deeply leaving me restless for a solution. That is when I resolved to pursue doctoral studies in business administration with original contribution the field of customer loyalty. During my research, I unraveled secrets and strategies behind customer keeping. Since then, I have been able utilize these findings and teach them to a number of clients. This course has helped clients get a grip of their customer pulse, understand how to engage, and stay ahead of their customers’ evolving expectations amidst the unprecedented times we are living in. In response, their customers have transformed into repeat buyers, and some into ardent fans who rave about them bringing along their friends.
The second reason is Today’s customers don’t use digital, they are digital. Many of the business owners are digitally savvy, using the web and their devices with increasing regularity to find what they want when they want it. A digital course that helps them master the art and science of customer loyalty at the comfort of their homes / offices on their preferred device(s) and preferred time is cognizant of this dynamic.
Tell us about the launch.
The official course launch happened on 26th October 2021. Prior to this, it was run as a pilot. Having received positive feedback from our clients on how their customers transformed into repeat buyers, some into ardent fans who them referrals, we then officially launched it.
How can a business owner that is struggling with customer loyalty benefit from this course?
Inside the six-module online course, I break down literary the A-Z of customer loyalty.
In Module 1 one learns the art of creating a loyal brand as opposed to loyalty programs; Brand attributes that drive customer loyalty; the customer loyalty dimensions; identifying and dealing with customers at risk as well as using technology as an enabler for customer loyalty.
Module 2 is about Customer experience engineering: Understanding the connection between customer experience and customer loyalty; the laws of customer experience; dealing with difficult customers; how employee experience impacts customer experience; the business value of customer experience and lastly bridging the customer experience divide by looking at brand vs. customer preferences.
Module 3 introduces the VUCA of loyalty a terminology I arrived at as an acronym for Voice of the Customer, Understanding of the Customer In-depth, Customer Segmentation, Agility and adaptability.
In Module 4, we look at Loyalty in the Digital Era; the evolving nature of customer trust; what erodes digital trust; overcoming the digital trust gap and using social media as a tool for brand affinity.
In Module 5 we tackle experience evolution and revolution; the top customer technologies shaping their behavior / key themes driving the evolution of customer experience. Augmented Reality, Mixed Reality and Virtual Reality; Adopting a MIDAS approach for delightful customer experiences and Customer win back strategies.
dfcu Bank and Monitor Publications Crown Season 7 Rising Woman Champions, Celebrating Uganda’s Top Women EntrepreneursIn the last module – module 6, one learns about measuring loyalty using Customer Loyalty Measurement Framework, Customer Life Time Value and how to profit from customer loyalty.
You talk about this course receiving positive reviews from clients who have utilized it. Any examples you can give?
Examples include customers from Uganda, UAE, Mexico, South Africa, Norway. Top of mind are Veronika Dokken – Managing Director Biofood Trade & Consult; Nadeem Lutfullah – Career Coach based in Dubai; Manuel Barragan – CEO /Digital transformation Strategist based in Mexico; Lynda Nabayiinda Were – CEO Shiloh Wines / Director Jalyz Investments Limited and Jackie Namara Rukare – CEO Iguru Consult Limited. I remember the discussion I had with one of my first clients before she subscribed to the course. At the time she was frustrated because their big accounts had left them for competition despite their efforts of keeping at their beck and call. This threatened her business’ survival. At the verge of giving up, she and two of her senior employees opted for this course as a last resort. As a result, they succeeded in winning back up to 82% of these accounts, turned some into brand ambassadors and also achieved double digit revenue growth. She told some of her peers about the good news and they too subscribed for the course.
I found the statement “not every customer is marriage material” in your course video enlightening. Please explain what you mean by this.
The statement “not every customer is marriage material” means that few of your customers could leave you regardless of the treatment. Without the frustration arising from implementing unsuccessful loyalty programs and losing revenue or time along the way, the Customer Loyalty Mastery course takes clients through proven strategies and techniques that assist them keep up to 90% of their customers long term
How long does it take for someone to complete this course?
90 days, however, some of the clients have completed it in less.
About Dr Dorothy Kyeyune
Dr Dorothy Kyeyune is the CEO of Mwoyo Experience, a transformational customer experience consultancy firm that helps business owners and SMEs, achieve long term customer delight and retain customers through strategy development, implementation and employee training for effective performance.
She has over 15 years’ experience in customer service and related operations in leading corporate entities such as Airtel Uganda in roles including High value and contact experience manager, KYC manager, service experience manager, Ag customer services director, Head KYC for Airtel Africa Group operations – Nairobi and Head of Customer Experience for D.Light Solar Uganda.
Doctor has got a Doctor of Business Administration from Atlantic International University; Post graduate certificate in Business Research Methods (Edinburgh Business School-Heriot Watt University); Maters of Arts in International Relations and Diplomatic Studies; a Bachelor of Arts in Social Sciences (First Class Honours) from Makerere University and is a Certified Leadership/Executive Coach from Coach Masters Academy.
She is an author in Social Science Research Network (SSRN), Elsevier VB. Publishers, a leading scholarly journal. She is a certified Bullet proof manager (Crest Com); a member of the Customer Experience Professionals Association (CXPA) and has won numerous related awards and recognitions over the years. Dorothy is a member of the League of East African Directors (LEAD), serves as a Board Member for the Rotary Club of Kampala Maisha and a Senior Lecturer and Uganda Christian University – School of Business.