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


9am to 5.30pm, 2 days


Carlton Hotel


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


22 - 23 Apr 2019


10 - 11 Jun 2019



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.


Full Fee (Course Code in SkillsConnect: CRS-N-0048697)
SGD 2,675 (incl. GST) per person
For Singapore Citizens / Permanent Residents
Fee payable after 70% WSG Grant*:
SGD 802.50 (incl. GST) per person
For Singapore Citizens over 40 years old
Fee payable after 70% WSG Grant & SkillsFuture Mid-Career Enhanced Subsidy:
SGD 302.50 (incl. GST) per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent Residents
Fee payable  after 70% WSG Grant & Enhanced Training Support for SMEs
SGD 302.50 (incl. 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.

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.