Ishmael Yamson & Associates
   2ND Floor J B PLAZA,
   ACHIMOTA-GIMPA RD. (KISSEMAN JUNCTION)
   P.O. Box 3260
   Accra, Ghana
Programme 13

FROM ‘CUSTOMER LOYALTY’ TO ‘LOYALTY TO THE CUSTOMER’



SUMMARY

Many companies demand loyalty from their customers. They complain when their customers switch to new brands or choose to do business with their competitors. They often blame what they see as disloyalty to the fickle-mindedness of their customers. Oftentimes companies blame price as the main cause of customers switching allegiance. Many organisations fall into the same trap when their employees leave their employment. They leave because they have either received offers they could not resist or they are the disgruntled and difficult to please employees Companies and organisations never pause to find out whether they have been loyal or disloyal to their customers and employees. The new thinking today is that loyalty to your customers and employees is the only way to generate loyalty from them.

LEARNING

OBJECTIVES

This programme is designed to help participants to:
1. Define the principles that should govern customer relationships;
2. Identify the key governance issues;
3. Identify the roles companies and organisations should play in delivering the promises they make to their customers;
4. Examine their capacity to deliver the promises they make to their customers;
5. Understand how to involve customers in developing strategies and plans;
6. Define clearly the role they expect customers to play in the relationship;
7. Validate the rewards that should accrue to both parties and how equitable they are.

METHODOLOGY

The Programme uses lectures, case studies, syndicate discussions to develop understanding of the key issues.

TARGET:

Core and extended leadership of companies and public institutions as well as functional and departmental heads.

DURATION: 2 and half days

DATE: December 2008

COST : GHC 400.00 for a minimum of 20 participants. Cost includes hiring of venue, programme materials, meals and snacks.
News

20/08/08
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20/08/08
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20/08/08
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Speeches

The Chairman of Unilever, Mr Ishmael Yamson, has identified poor governance as the leading contributory factor for Africa's retrogression. He said poor performance by African governments in accountability, transparency, predictability and participation was the bane of the continent's development and progress.

Mr Yamson, therefore, proposed major changes to reverse the trend and the adoption of strategic approaches to Africa’s development by its political leaders.

He was presenting a paper on the topic, "Consolidating Political Stability in Africa for Accelerated Growth":

Possible Initiatives/Role of the Business Sector in Consolidating Political Stability", in the first ever Daily Graphic Accra Governance Dialogue in Accra yesterday.

Mr Yamson challenged governments in Africa to grow out of the tendency of becoming preoccupied with short-term problems and short-term strategies and stressed the need for them to think in the long term and act with the strategic objectives of their countries in view in order to realise the benefits of good governance.

Linking good governance to political stability, high economic growth, sustainable development and accelerated regional and continental integration, he admitted the difficulty in getting good governments on the continent.

That, according to him, was because adherence to the principles of good governance was not robust.

Addressing the factors which drove good governance, Mr Yamson listed nine inclusive principles as important for Africa’s efforts at building and sustaining political stability.

"African leadership with integrity and trust, the capacity and ability to design, own and deliver sound and transformational economic policies, credibility, democracy and culture, as well as integrity, are drivers of good governance," he said.
 
     Ishmael Yamson, Snr.