Course Outline
This course addresses the process of designing and implementing a customer service system as a major competitive tool. It deals with determining the service expectations of different customer groups and developing a service strategy around their needs. It will address the importance of client relationships, how to write standards and how to develop top quality customer service teams.
Course Methodology
This course is built on interactive sessions and gives plenty of opportunities to share ideas through syndicate groups and case studies.
Special Course Features
You will also have the opportunity to participate in two psychometric exercises entitled What’s My Communication Style? and Knock Your Socks Off Service assessment.
What’s My Communication Style
This exercise will enhance your effectiveness with both internal and external clients by giving you a better insight into your own personal style of communication.
Knock Your Socks Off Service
After completing this assessment you will know whether your organisation has that unique customer service cutting edge approach and what you can do to get your unit or team ready to deliver the best customer service possible. The self assessment questions are adapted from the Service Management Practices Inventory, a database of over 150 questions that has been administered to more than 70,000 managers and customer service employees in more than 100 companies. This is your opportunity to compare your unit’s or team’s customer service practices, policies, and procedures with those of other organisations. |
Sunday, 19 July 2009
Introduction
• Customer service in a global economy
• Reviewing the Profit Impact Marketing Study (PIMS)
• The “service crisis” – fact or fallacy?
Think “Big Picture”
• What is customer service excellence?
• Customer power – customers now have access to proven sources of increased
customer power
- How is it created and why is it healthy?
- What are these sources?
- What are the implications for your business?
• Advocacy
- What does it mean in today’s era of customer power?
- Learn how to become a faithful representative of your customers’ interests
• Customers
- Know who they are and what they expect
- Identifying key customer benefits and the establishment of a hierarchy of client needs
- Establishing service packages for each of your key customer groups
- The move from loyalty to value
- Establishing value propositions
• Clients
- What is the depth and complexity of your client relationships?
- How to determine the degree of need/solution complexity for your clients
• Lifetime value and the churn factor
- What lessons can we learn from the statistics?
Monday, 20 July 2009
Think “Big Picture” (continued)
• Client relationships and the loyalty accounting matrix
- Establish a method of identifying the status of your client relationships through a review
of the attractiveness of a supplier, “brain appeal” and the strength of the relationship
or “heart appeal”
• Measuring client satisfaction
- Assess your clients’ loyalty, intent to re-purchase and retention status
• Determining desired clients of choice
- Not all clients are the right clients for your organisation
- How do you determine your most desired clients?
• Developing client loyalty plans
Tuesday, 21 July 2009
Think “Internal” – People And Strategy
• The service triangle and customer focus
• The three major sources of value to your clients
- People
- Solutions
- Reputation and breadth of offerings
• Developing service strategies
- Does your organisation have a clear articulated service strategy?
- How to establish, launch and cascade such a strategy through your organisation
• Creating a culture of customer service excellence
• Systems and procedures
- What are the considerations for sound systems and procedures?
• Standards
- Who determines organisational standards?
- Consider the parameters of service standards and learn how to write SMART
standards
• The gap analysis technique
• Feedback
- How do we get it?
- What do we do with it?
• Developing top quality customer service teams
- Explore the methodologies used in top service organisation’s to get team members to
deliver best practice customer service
• Recognising and rewarding team members
• Coaching staff for improved customer service performance