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Data Analytics: Making Better Customer Decisions Using Analytics (A Competency Development Programme)

In today’s competitive climate, it is difficult for companies to attract new customers and retain existing ones, leaving many defunct. In a recently published study that involved 35,000 companies, it was reported that more than one-tenth of all public companies fail each year and that the ‘five-year exit risk’ for these companies stands at around thirty-two percent.

These figures are likely to be even more dismal for smaller companies. These failures have been attributed to several factors, including strategic missteps and market changes.

With the availability of data and the advances in analytical knowledge, these failures can be mitigated significantly.

The overall objective of this three-day workshop is to equip participants with the competency to undertake customer analytics. Participants will also be exposed to important analytical tools and customer related concepts such as customer lifetime value and NPS economics.

  • Tracking useful customer metrics
  • Benchmarking against competitors
  • Developing customer driven KPIs
  • Effective targeting of customers segments
  • Improving value to customers
  • Improving customer service and experience
  • Setting correct prices for products and services
  • Estimating return on investment of customer related initiatives
  • Linking the choice of service staff to customer related outcomes
  • Customer data benchmarking
  • Service quality analytics
  • Customer experience analytics
  • Product and service value analytics
  • Value enhancement analytics
  • Pricing analytics
  • Customer segment analytics
  • Customer outcome analytics

This is a competency development workshop leading to the award of the Certificate of Proficiency in Customer Analytics.

Participants are required to take an assessment at the end of the three-day workshop using the provided Microsoft Excel, SPSS, and PERMAP software. Participants must obtain a “Pass” in the assessment for the Certificate of Proficiency to be issued.

Participants should have a fair degree of numerical literacy. They will acquire a working knowledge of SPSS and PERMAP through the programme.

Managers in the fields of customer experience, quality assurance, frontline operations, customer analytics and insights, and all service professionals who would like to develop and strengthen their analytics skills.

9am to 5.30pm, 3 days

Dr Raymond Teo,
Adjunct Faculty of Marketing
Lee Kong Chian School of Business
Singapore Management University

Dr. Raymond Teo is a thought-leader in the field of customer experience and data analytics.  He has been the anchor of SMU’s customer relationship management and data-driven insights programmes for both undergraduate and postgraduate levels for a decade.   He is highly sought after as a speaker by international conference organisers in these specialised fields. He regularly contributes to the Singapore Business Review.  He is very active in the field of customer experience, having authored articles for the Singapore Business Review that includes ‘How firms compete on customer experience in Singapore’.

Dr. Teo obtained his Ph.D. from the University of Western Australia, Master of Business Administration degree from the University of Strathclyde and Bachelor degree from the National University of Singapore.  Dr. Teo is an adjunct faculty of the Singapore Management University (SMU), offering customer relationship management and marketing related programmes at undergraduate and postgraduate levels. 


SGD 3,424 (including 7% GST) per person

WSG funding is available to Singapore Citizen (SCs) and Singapore Permanent Resident (PRs), terms and conditions apply.

This programme has been approved for the Absentee Payroll Funding. The Human Resource department of individual participant will be required to process the Absentee Payroll and any additional funding that the participant is eligible for, no later than 30 days after programme commencement.

Course Code in SkillsConnect: CRS-N-0043534 Singapore Citizens/
Singapore Permanent Residents
Full course fee SGD 3,200
WSG grant SGD 2,240
Nett course fee SGD 960
7% GST on nett course fee SGD 67.20
Total nett course fee payable, including GST SGD 1,027.20*
Additional Subsidies Available:
SkillsFuture Mid Career Enhanced Subsidy of SGD 500 (applicable to SCs over 40 years old)

Total nett course fee payable, including GST
after additional funding


SGD 527.20

Enhanced Training Support for SMEs of SGD 500 (applicable to SCs/ PRs) 

Total nett course fee payable, including GST
after additional ETSS funding


SGD 527.20


ISE members will incur six (6) training credits per SC/PR staff for this workshop. For more information, please contact Karen at 6828 0111.

All workshops are subject to confirmation. ISE ​will ​send ​you ​a ​Confirmation ​email ​2 ​weeks ​before ​the ​course ​commencement ​date ​or ​when ​the ​minimum ​number ​is ​met, ​whichever ​is ​earlier. Upon confirmation of the workshop, a Tax Invoice will be sent via email to you.

ISE reserves the rights to amend information including price, date, location, faculty, daily schedule and other details.

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Last updated on 09 Jan 2019 .