Customer Relationship Management

(MQA Approved and HRDC Refundable)

Duration : 18 hours.

Topics:

1. The characteristics of Customer service :
   • What is customer service? Reactive and proactive customer service.
   • Service quality- delighting the customer, service excellence and world class, moment of truth.
   • Getting customer opinions- Servqual
2. Using customer service to gain competitive advantage:
   • Appreciate how organisations build long term customer loyalty. Customer retention, the loyalty ladder
   • Understand how one’s own behavior can send negative/positive messages to customers: The dos and don’ts
   • The golden rules of customer service.
3. Impact of strategic choices on customer satisfaction.
   • Organising processes around customers
   • Organisational culture and empowerment
4. Internal influences on Customer service
   • In-house versus outsourcing customer service function
   • Importance of process & technology in customer service.
   • Personalizing the customer experience and service level agreements
5. Obtaining and dealing with customer feedback.
   • Communicating with internal and external customers
   • Informal and formal feedback
   • Questioning Techniques and active listening
   • Complaints- best practice in handling complaints: proactive & reactive approaches.
6. Managing staff to create customer service excellence
   • Understand the causes of stress to both service providers and customers
   • Internal marketing- the internal marketing concept.
   • The service profit chain.