Sales & Marketing

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


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SM234623

20 - 24 Jan 2025

Rome (Italy)

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

Rome (Italy) -

Cost: 5250 € Euro


  About Rome

As cosmopolitan and diverse as it is rooted in its own history, Rome is one of the premier tourist destinations in the world. Featuring some of the best restaurants on the continent, some of the most iconic historic sites in Europe, the city is widely regarded as one of the most exciting and dynamic places to visit anywhere. The center of the Renaissance, the city houses some of the most famous works of art in the world and remains an important cultural hub to this day. Famous for art, fashion, it's delicious local cuisine, and superbly preserved monuments, Rome truly offers something for everyone.


  Things to do and places to visit in Rome

When disembarking, the first thing that can prove pleasantly challenging is deciding on what to do first! An exceptional array of hotels and inns are available to any weary traveler, as are a superb range of restaurants for those wanting to relax surrounded by the hustle and bustle of Rome in the evening. You can spend the day walking streets steeped in history, visiting galleries that contain works by Caravaggio and Michelangelo or exploring the awe-inspiring Colosseum. The city contains many beautifully maintained parks and gardens, as well as a vast collection of beautiful churches and cathedrals, ensuring that a trip to Rome will be a memorable experience for anyone.

Things to do when taking flights to Rome include:

  • Standing inside the magnificent Colosseum.
  • Gazing in awe at the stunning Castel Sant'Angelo.
  • Visiting the incredible Pantheon, one of the best-maintained buildings from the Roman era.
  • Stopping at the center of the Piazza del Popolo, one of the most beautiful squares in Europe.
  • Walking the beautiful gardens of Villa Borghese.
  • Admiring the vast, intricately carved Column of Marcus Aurelius.
  • Wandering the Forum Romanum, ruins from the Ancient Roman period.
  • Exploring some of the greatest art collections in Europe.
  • Crossing the river on the remarkably-constructed Bridge of Angels.
  • Sampling the world famous local cuisine.
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