• Managers
• Supervisors
• Customer service representatives
• Anyone within an organization who wants to better understand the techniques of building customer relationships and loyalty

This interactive Training will be highly interactive, with opportunities to advance your opinions and ideas and will include;

• Lectures
• Workshop & Work Presentation
• Case Studies and Practical Exercise
• Videos and General Discussion

Day 1:

INTERNAL AND EXTERNAL CUSTOMERS

• Introduction
• Internal Customer Self-Evaluation of Organization Roles
• Identifying & Measuring Needs and Expectations s
• Identifying Customer Needs CRM
• Importance of Quality Service in Satisfying Customer Needs

CUSTOMER NEEDS AS A PROCESS

• Planning Organization’s Quality activities
• Managing the Customer
• Hierarchy of Service
• Measuring techniques - CRM
• CRM Steps

METHODS OF IDENTIFYING CUSTOMER REQUIREMENTS

• Moments of Truth
• Quality, cost and time
• Plan, Do, Check, Act
• Avoiding CRM Failure

DAY2:

INTERNAL AND EXTERNAL CUSTOMERS

• Introduction
• Internal Customers
• Internal Customer Self-Evaluation of Organization Roles
• Identifying & Measuring Needs and Expectations Of Internal Customers
• External Customers
• Identifying Customer Needs
• Delighting not just satisfying Customer Needs

DAY 3:

CONCEPT OF ANALYSIS

• PEST Analysis
• PESTLE Analysis
• SWOT Analysis

Porter’s 5 Forces of Competitive Position

• Drivers of Competition

CONCEPTS OF QUALITY

• QA, QC
• Benefits through Core Values
• EFQM
• Excellence as a parameter
• Best in Class 

TOTAL QUALITY MANAGMENT

• Quality systems – IIP, ISO, BS, ICS
• Practical & positive steps to improve quality
• Different perceptions

TOOLS FOR MAINTAINING QUALITY

• Root Cause Analysis
• Creative Techniques
• Shifting paradigms and mindsets

COSTS OF QUALITY

• Financial costs
• Loss of reputation / PR

DAY4:

DECISION MAKERS

• Identifying influential decision-makers
• Stakeholder Analysis
• Stakeholder Mapping

MAINTAINING EFFECTIVE CLIENT / CUSTOMER RELATIONS

• Key Account Management
• Pareto Analysis
• Who is the Customer?
• Moments of Truth
• EPACA

DAY 5:

• MAINTAINING EFFECTIVE INTERNAL CUSTOMER RELATIONS

• Reducing cognitive dissonance

• CONCEPTS OF MARKETING AND SELLING

• Satisfying Customer Needs
• Defining Marketing and Selling

• THE MARKETING MIX

• 4 x Ps
• Information is King
• Primary & Secondary

• MARKETING TOOLS

• Research tools
• An off Product Marketing Matrix
• Boston Box Matrix
• Advertising & Promotion

• SALES MANAGEMENT AND TECHNIQUES

• Selling & sales
• Branding

CDGA attendance certificate will be issued to all attendees completing minimum of 80% of the total course duration.