Sales & Marketing

Training Course: Customer Management (Awareness, Acquisition & Retention) Master Class


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SM234623

20 - 24 Jan 2025

Amsterdam (Netherlands)

Hotel : Grand Hotel Amrâth Amsterdam

Cost : 5250 € Euro

 Introduction

Good customer service can be considered as a big differentiator between firms. While competing products are often similar and can anyway be easily duplicated, good customer service is a holistic system, requiring a sustained organization-wide effort, driven by the top and permeating all aspects of the organization culture. The resulting customer-centric organization becomes a formidable competitor whose model cannot be easily copied. In this course, we look at what it takes to build a customer-centric organization.

Course Objectives of Customer Management

  • Develop a holistic customer care approach by taking into consideration seven different aspects of the definition of customer service
  • Create objectives and programs to maximize internal customer satisfaction
  • Evaluate the design, implementation, and analysis of customer satisfaction surveys
  • Use customer complaints as the springboard for service improvement
  • Write Service Level Agreements (SLAs) to ensure clarity and conformance
  • Assess the service aspect of the organization or department through well-chosen Key Performance Indicators (KPIs)

Course Outlines of Customer Management

Day 1: Defining and appreciating the customer

  • Definition of customer
  • Definition of customer service
  • The internal and external customer

Importance of the internal customer

  • The need for motivated employees
  • The need for qualified employees
  • Silo mentality
  • Destroying the silos

Day 2: Customer service as a strategic imperative

  • From ‘suspect’ to ‘partner’
  • Going up the ladder
  • The 'KANO' model
    • ‘Basic’ attributes
    • ‘Performance’ attributes
    • ‘Delight’ attributes
  • The customer-centric organization
  • Customer service as a strategic imperative
  • The 7 practices of a customer-centric organization

Day 3: Customer satisfaction surveys and other vital tools

  • Understanding your customers
  • Importance of segmentation
  • Principles of customer segmentation
  • Focus groups
  • Customer satisfaction surveys
    • Key terms
    • Major survey methods
    • Questionnaire examples
    • Customer survey guidelines
    • Types of satisfaction surveys
    • Basics of sampling
    • Attributes to measure
    • Customer satisfaction index
  • 'RATER' in-depth
  • Service quality (servqual) gaps model

Day 4: Customer complaints and service recovery

  • Facts and their implications
  • Symptom versus cause
  • Root cause analysis
  • Failures do happen
  • The recovery paradox
  • The strategic initiative
  • Tactical activities
  • The ‘WOW!’ factor

Service Level Agreements (SLAs)

  • SLA definition
  • Characteristics of effective SLAs
  • Key elements of an SLA
  • Steps in SLA development
  • Quality versus cost
  • SLA metrics

Day 5: KPIs for customer service

  • Monitoring performance through key performance indicators
  • The 4 perspectives of the balanced scorecard
  • Impact of the customer perspective
  • Characteristics of good KPIs
  • Building customer service KPIs

 

Sales & Marketing

Training Course: Customer Management (Awareness, Acquisition & Retention) Master Class


Register Now
Quick Inquiry
Discount Group Download Brochure (36)

SM234623

20 - 24 Jan 2025

Amsterdam (Netherlands) - Grand Hotel Amrâth Amsterdam

Hotel : Grand Hotel Amrâth Amsterdam

Cost: 5250 € Euro


  About Amsterdam

Amsterdam, capital of the Netherlands, is a popular destination amongst travelers from all around the world. Once just a little fishing village, Amsterdam is now a major international city after having become an important port during the 1600s. Throughout its history, the city has had many famous residents, including artists, philosophers and other historical figures. There is much to discover along Amsterdam's quaint streets and picturesque canals. So much so that a flight to Amsterdam comes with a guarantee of cultural and historical attractions that will provide memories to last a lifetime. Amsterdam is a hotbed of culture for travelers of all ages and tastes.


  Things to do and places to visit in Amsterdam

From the moment passengers step off their flight to Amsterdam, they will find it a friendly city with a lively atmosphere. Its flat geography means that it is perfect for exploring by bicycle. If you're feeling less active, it the city is also well-served by public transport. The so-called Venice of the North has something for every visitor. Culture vultures have museums, galleries and theaters to see, Families can visit the zoo or the Science Center NEMO.

When visiting Amsterdam, be sure to:

  • See the picture-perfect and colorful houses of the Grachtengordel district.
  • See the iconic works of one of Holland's most famous artists at the Van Gogh Museum.
  • Visit the house where Anne Frank and her family hid from the Nazis.
  • Browse through the extensive collection of fantastic art in the Rijksmusem.
  • Wander through the blaze of colors that is the Singel Flower Market.
  • See the city at a leisurely pace on a canal cruise.
  • Marvel at one of the city's many historic churches.
  • Learn about life aboard a ship at the National Maritime Museum.
  • Discover the Begijnhof's well-preserved medieval architecture.
  • See animals of all kinds, as well as the butterfly pavilion and aquarium, at the Artis Zoo.
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