In this course, we look at what it takes to build a customer centric organization.

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

• Create objectives and programs to maximize customer satisfaction
• Evaluate the design, implementation and analysis of customer satisfaction surveys
• Prepare customer segmentation exercises and create relevant strategies
• 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)
• Use customer complaints as a springboard for service improvement

Executives, Managers, Team Leaders, PR Managers, PR Assistants, PR Executives, PR Researchers, Marketing Assistants, Marketing Executives, Customer Relationship Management (CRM), Supervisors, Product Managers, Marketing Managers, Marketing Assistants, Marketing Executives, Business Unit Managers, Sales Managers, Customer Care Managers and Supervisors, Directors of Public Relations, Directors of Marketing, Senior Public Relations Managers, Company Directors, General Managers, Senior Managers, Engineers, Foremen, Analysts, marketing staff at any level in the organization, market research, loyalty scheme managers, Those in PR in public sector, private sector and not-for-profit organizations, Those in PR at the national, regional and community level, those working for international, global or supranational organizations, those who are keen on improving performance by taking their customers to higher levels of satisfaction, as well as customer service managers and supervisors interested in advanced customer service tools.

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
  
  

The Customer Loyalty Ladder

• From suspect to partner
• Going up the ladder
• The KANO model

Customer Service as a Strategic Imperative

• The customer centric organization
• Customer service as a strategic imperative
• The  practices of customer-centric organization
  
  

Customer Satisfaction Surveys and Other Vital Tools

• Understanding your customers
• Importance of segmentation
• Principles of customer segmentation
• Focus groups
• Customer satisfaction surveys
• RATER in depth
• Service quality gaps model
• Customer complaints
  
  

Customer Service Recovery

• 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
  
  

The Balanced Scorecard, KPIs and Customer Service

• Monitoring performance through key performance indicators
• The 4 perspectives of the balanced scorecard
• Impact of the customer perspective

CDGA attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.