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Customer Service Excellence

Overview

The challenge facing organisations today is that customer are expecting more individual attention, responsiveness, customization and access, yet are not willing to pay a premium for these services. High customer expectations and lower exit barriers threaten to increase customer attrition. There is therefore need for a sound CRM approach that identifies the most profitable customers and prospects, and devotes time and attention to expanding account relationships with those customers through individualized marketing, re-pricing, discretionary decision making, and customized service.

An effective customer relationship management integrates internal processes and functions, and external networks, to create and deliver value to the targeted customers at a profit. A culture that embraces excellent customer service and relationship management requires appropriate training for the Managers responsible.

Who should attend

  • Customer Service and Relationship Managers
  • Account Executives
  • Marketing Managers

What delegates will learn

Delegates will learn how to;

  • Apply the contemporary concepts and principles in customer relationship management
  • Be familiar with the high level concepts of customer relationship management
  • Apply grounding in “Consultative Sales” techniques – most notably how to avoid fall into the ‘Price Trap’ in negotiations with customers
  • Understand the impact they have on customers, negative and positive
  • Analyse their customer service process from end to end
  • Build consistency through the use of service standards
  • Make a 360 degree map of their organisation ‘s touch points
  • Use a variety of techniques to develop a customer-focused culture
  • Develop a clear understanding of the relationship between customer satisfaction, retention and loyalty, and how this impacts on the organisational growth.
  • Draw up a personal application plan for implementation in own organisation.

What it will cover

DAY 1:

High level concepts of Customer Relationship Management

  • How CRM fits within the overall strategy
  • Appreciate the different perspective of CRM and how it is a holistic approach
  • Differentiating Customer-centricity Versus product-centricity and what matters in CRM
  • Understanding the importance of customer retention and underpinning profitability
  • Segmenting customer and understanding their expectations, attitude and behaviour
  • Mapping the customer journey: The backbone of the relationship
  • Identify areas of greatest importance and influence in CRM
  • Customer engagement through the lens of CRM
  • Why customer complain – problem identification, generate solution and take action

DAY 2:
Customer Relationship Management in Action

  • The principles of customer solutions and product/service bundling
  • The potential collaborative CRM to boost leads, products and sales
  • Building a winning formula
      • Customer loyalty that drives growth
      • Gaining customer advocacy
  • Ensure consistent superior customer experience
      • Make every interaction an extension of the previous
      • Anticipate your customer’s next likely move
      • Personalised, unified and consistent service
    • Gathering actionable insight to optimise customer experience
      • Know your most profitable customer
      • Address vital customer issues proactively
      • Be responsive to address customer loyalty
  • The value of good processes in CRM and customer Retention
  • Explore the different organisational models for customer retention
  • Identifying and managing critical moments in the customer life-cycle
  • Maximising the revenue opportunity through cross-selling
DAY 3:
Developing a Customer-focused Culture
  • Why relationships fail and what makes a successful relationship
  • Organisational collaboration and its effects on customer experience
  • Balancing quick wins with long-term objectives
  • Mapping touch points, channels and processes
  • Continuous service improvement
  • Exploiting opportunities in the existing data base
  • Develop and maintain effective internal marketing
  • Building and delivering effective CRM plans – tailored customer management approach
  • Personal Application Plan