Effective Customer Management for Competitive Advantage

Objective:

By the end of this course, participants will be able to:

• Define what “value” and “quality” truly mean from the customer’s perspective
• Assess and refine your value proposition for core customer segments
• Apply the psychology of persuasion to enhance marketing and customer interaction
• Understand the fundamentals of customer relationship management (CRM) systems
• Use customer feedback and data to identify performance gaps and drive improvement
• Develop a roadmap for creating consistent, loyalty-building customer experiences

Content:

Customer Management at the Very Heart of your Business

• Essentials of customer management – customer experience vs customer service
• Customer acquisition and retention – measuring their impact on profitability
• Customer lifetime value – identifying key customers using buyer personas
• Developing value propositions for key customers
• Using customer journey maps to assess the needs of key customers
• Developing a customer-centric organization

Developing a Data-Led Strategy

• Understanding what customers really want from your organization
• Ensuring customer experience matches their needs and expectations
• Developing a competitor intelligence system that delivers deep understanding
• Using research to improve customer service and experience
• Case studies: Companies that have turned around their businesses
• Using AI: what to automate and what not to automate

Customer Relationship Management

• Developing active listening skills to strengthen relationships
• Developing credibility with different customer personality types
• Leading and motivating customer service stars, core performers and laggards
• Role playing tricky customer service situations
• Strategies for improving customer loyalty
• Using social media to strengthen relationships with customers

Measuring and Monitoring Customer Satisfaction

• Key metrics for measuring customer satisfaction including VOV and NPS
• Using customer complaints and feedback to improve service
• Using CRM software and diagnostic tools to monitor performance
• Best practices for recording and monitoring customer service issues
• Using the AWARE System to resolve customer issues
• Strategies for working with difficult and demanding customers

Excellence in Customer Management

• Encouraging high performance in customer service teams
• Developing a customer service training programme for your teams
• Different methods for setting SMART performance goals
• Skills for buddying, coaching and mentoring team members
• Techniques for motivating to get the best from teams
• Action planning