At present, in a a highly competitive environment, companies find themselves having to build customer loyalty, this being the ultimate aim of any business, as there is no point in attract customers if you don’t manage to build customer loyalty afterwards. The customer loyalty It is a process that is built up day by day; it is a process in the long term and which cannot be achieved straight away. With this training programme in Customer Loyalty, Quality and Customer Management Students will acquire knowledge of the necessary strategies to achieve the customer loyalty, using quality management systems and tools such as databases, relationship marketing techniques and customer retention.