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CTO to present on customer loyalty at conference

As companies examine strategies to grow their revenues by attracting and keeping loyal customers, it is becoming clear that traditional methods of measuring customer satisfaction are not enough, according to corporate trainer and coach Andre Bello, Virgin Atlantic's commercial manager for the Caribbean.

A specialist in performance improvement through behavioural change, Bello will facilitate a masterclass in customer loyalty dubbed 'Your Loyalty Army - Harnessing The Power of Your Loving Customers' at the Caribbean Tourism Organisation's (CTO) eighth Tourism Human Resources Conference in Antigua & Barbuda from May 11-13.

"Traditional surveys feel burdensome for customers to complete, take too long for companies to analyse, and often become overloaded with data that is hard to act on. Additionally, the correlation between satisfaction and growth is weaker than originally thought. Your satisfied customers are still susceptible to leaving you for what looks like a better deal from your competition," he explained.

The masterclass, which takes place on Friday, May 13, from 8:30 a.m. to noon, will explore building loyalty by harnessing the power of customers; the secrets of building a growth strategy through an accelerated word-of-mouth programme; how to influence the digital chat; and how to use customer and employee feedback to continuously improve.

"It turns out that your customers' likelihood to recommend you is a telling indicator of their loyalty to you," says Bello, author of The Sword & The Spirit and Give More, Get More! Negotiate Your Way to a Richer Life.

The conference theme is 'Making Excellence a Habit: Service, Loyalty, and Profitability in Caribbean Tourism'. It is being organised by the CTO in collaboration with Antigua & Barbuda's Ministry of Tourism and the Antigua & Barbuda Tourism Authority and will be held at the Jolly Beach Resort and Spa.

For more information, including how to register, visit www.onecaribbean.org, or email Marvelle Sealy at the CTO atmsealy@caribtourism.com. 

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