Sales & Marketing

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


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SM234623

11 - 15 May 2025

Dubai (UAE)

Cost : 4150 € 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 (37)

SM234623

11 - 15 May 2025

Dubai (UAE) -

Cost: 4150 € Euro


  About Dubai

Dubai, located on the Persian Gulf, is one of the seven United Arab Emirates and one of the most popular tourist destinations in the world. The discovery of oil in the region has made Dubai extremely wealthy, allowing it to build the glittering skyscrapers that it is now famous for. That wealth is strongly in evidence in Dubai and visitors will see luxurious buildings and supercars aplenty. Perfect beaches and endless shopping opportunities are to key to Dubai's attractions. Flights to Dubai open up the city's cultural attractions to tourists, with beautiful mosques, museums and art galleries scattered throughout this ultra-modern metropolis.


  Things to do and places to visit in Dubai

Dubai's wealth has made it famous for building ever taller buildings and creating artificial islands off its shores. The city's hotels are luxurious and shoppers will love its extensive shopping malls which showcase all the world's top brands. Dubai's attractions don't end there. Dubai also caters to adventure lovers, who can jump in a 4x4 or on a board to speed over dunes outside the city. Local culture mustn't be forgotten either, and visitors have wonderful mosques to visit and old districts to explore. All that combined means that a flight to Dubai is sure to lead to an unforgettable holiday.

When visiting Dubai, be sure to:

  • Go to the observation deck of the Burj Khalifa, the tallest building in the world.
  • Admire the intricately beautiful Grand Mosque, which has the tallest minaret in the city.
  • Understand the local history and culture with a visit to the Dubai Museum.
  • Discover objects from the 6th century at Jumeirah Archaeological Site.
  • Go skiing – That's not a joke, the Mall of the Emirates houses a snowdome.
  • Go shopping at the Mall of the Emirates or the Dubai Mall.
  • Explore the desert surrounding the city – either by 4x4 or atop a camel.
  • Eat fantastic seafood at Dubai Marina.
  • Cool off at the Wild Wadi Waterpark.
  • Marvel at gorgeous Arabic calligraphy at Jumeirah Mosque, the biggest in the city.
  • Take a yacht tour around the artificial islands of Palm Jumeirah.
  • Haggle for souvenirs in one of the city's souks.
  • Wander around the traditional building in Bastakiya District.
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