Customer Loyalty: Gaining Consumer Insights from Behavioural and Data Science

The market landscape is more competitive and complicated than ever before. To attract loyal customers to your services and products, customer-driven strategies are essential.


In this engaging two-day programme, participants will be exposed to the principles behind consumers’ judgements and choices, how common, intuitive managerial beliefs about how to enhance customer loyalty are often mistaken, and strategies that would provide a competitive edge. Participants will also be equipped with data science programming abilities, giving them tangible skills to understand what consumers want, think, and feel.

Through this programme, participants should be able to formulate relatively low-cost yet effective strategies to increase customer loyalty.


  • Understand the principles behind consumers’ judgements and choices
  • Create services and products that can be “sticky” to customer experience, along with biases and heuristics in consumer decision-making
  • Work on real-world examples to extract information on what consumers are interested in and how they think about services and products
  • Equip participants with the basic data science programming abilities
  • Equip participants with essential tool to obtain evidence-based consumer insights
  • Understand the principles of behavioural science
  • Formulate effective strategies to increase customer loyalty

Participants will be required to bring along their laptop on the 2nd day.


  • Introduction to consumer insights from behavioural science
  • How to create a sticky experience with your services and products
  • How to harness heuristics and biases of consumer preference formation
  • Introduction to consumer insights from data science (Introduction to R and R Studio)
  • Google trends and consumer attention
  • Social media monitoring and consumer sentiment
  • Online reviews and consumer sentiment


25 - 26 Nov 2019


course code



9am to 5.30pm, 2 days


Carlton Hotel

(buffet lunch at Mosaic Cafe and 2 tea-breaks provided daily)


Executives who develop and lead their organisation’s service quality and customer-centric initiatives.

Managers in the fields of customer experience, quality assurance, frontline operations, customer analytics and insights.


Ms Karen Chew
Phone: +65 6828 0111

Send a Message


Dr. Roh Sungjong

Dr. Roh Sungjong 
Assistant Professor of Corporate Communication
Lee Kong Chian School of Business, SMU

Dr. Roh received his Ph.D. at Cornell University and is currently an Assistant Professor in the Lee Kong Chian School of Business at Singapore Management University. Investigating the principles of human judgement and decision-making, his research seeks to create actionable interventions with impact to create cognitive and behavioral changes in relation to most pressing issues of society and organizations.
He is teaching The Science of Behavior Change, Psychology of Strategic Communication, Data Analytics for Managerial Insights, Data Visualization, and Media Psychology to business students. He is also giving lectures in the Citi-SMU Financial Literacy Programme for Young Adults. Dr. Roh is a recipient of university-wide "Most Promising Teacher" Award at Singapore Management University.

Please find Dr Roh's full CV here.



*Singapore Citizens aged 25 and above may use their SkillsFuture Credits to offset respective course fees


Singapore Citizens after 70% WSG Grant and on Workfare Training Support Scheme (WTS)

SGD 177.50


Singapore Citizens (aged 40 and above) after 70% WSG Grant & SkillsFuture Mid-Career Enhanced Subsidy (MCES)

SGD 302.50


Singapore Citizens (below 40)/ Permanent Resident after 70% WSG Grant

SGD 802.50





Singapore Citizens/ Permanent Residents after 70% WSG Grant & Enhanced Training Support for SMEs (ETSS)

SGD 302.50



Singapore Citizens after 70% WSG Grant and on Workfare Training Support Scheme (WTS)

SGD 177.50


Singapore Citizens (aged 40 and above) after 70% WSG Grant & SkillsFuture Mid-Career Enhanced Subsidy (MCES)

SGD 302.50*


Singapore Citizens (below 40)/ Permanent Resident after 70% WSG Grant

SGD 802.50




SGD 2,675

WSG Grant

70% WSG grant is available to Singapore Citizen and Singapore Permanent Resident, terms and conditions apply.

No action is required upon registration, for the WSG grant. However, please bring along your NRIC/ driving license for verification, on the day you attend the programme.

* SkillsFuture Credit

Self-sponsored Singapore Citizens aged 25 and above may use their personal SkillsFuture Credit (up to S$500) to offset the remaining programme fee.

Please click user guide in the SkillsFuture Credit website to find out how to submit your claim. You may submit your claims by logging in to

Important Note: Participants claiming SkillsFuture credits should locate the course in Training Exchange using the Course Code/Name. You may submit your claim for SkillsFuture Credit usage within 60 days before, and up to, the course start date.

Additional Subsidies

Up to 90% course fee funding for employees of SMEs under Enhanced Training Support for SMEs("ETSS")
Up to 90% course fee funding under SkillsFuture Mid-Career Enhanced Subsidy("MCES")
Up to 95% course fee funding under Workfare Training Support Scheme("WTS")

For company-sponsored individual, the Human Resource department will have to submit theSkillsFuture Mid-Career Enhanced Subsidy or Enhanced Training Support for SMEs via the SkillConnect portal and locate the course using the Course Code.
Participants will pay the amount as reflected in the invoice from ISE. The additional subsidy (20% of the course fee) will be credited to the organisation upon SkillConnect’s approval.

Absentee Payroll

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.

Confirmation of Programme

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 members will incur four (4) training credits per SC/PR staff for this workshop. For more information, please contact Karen at 6828 0111.

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


"Great insights and worthwhile to attend."

Ms Mary Sim, Head, Service Quality Management, Orchard Turn Developments Pte Ltd

"Excellent and very useful to broaden knowledge base."

Mr Lim Horng Yuh, Financial Controller, Health Management International Ltd

"The professor is very knowledgeable, very passionate and the subject matter is interesting."

Mr Goh Wee Shian, Assistant Manager, Wee Hur Capital Pte Ltd