Managing Customers for Competitive Advantage

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

• Assess and review your value proposition for each core customer segment
• Understand some of the science of Persuasion and Influence and how to use it in our own Marketing efforts
• Develop a customer research programme to discover what the critical factors are
• Understand Customer Relationship Management systems and their value in delivering consistency
• Understand the role and importance of Social Media in a customer-centric world.
• Evaluate customer feedback to fine tune your systems

COURSE CONTENT:

Customer Management at the Very Heart of your Business

• Course overview and learning objectives
• Customer acquisition and retention – measuring their impact on profitability
• What is your value proposition for each segment? Does it work?
• Assessing the needs of your key audiences – why does it matter?
• Customer lifetime value – identifying key customers
• Key accounts and developing a customer-centric organisation

Developing a Data-Led Strategy

• What do customers really want from your organisation?
• Does the 'customer experience' match their needs and expectations
• What do your competitors do better or differently than you do?
• Shaping customer expectations - perception versus reality
• Case studies: Companies that have turned around their businesses
• 'Going the extra mile' – what is it for your customers?

Customer Relationship Management

• Listen and deliver on customer needs
• Managing the ‘Moments of Truth’ to enhance the ‘customer experience’
• Leading and motivating others to deliver superior service levels
• The Customer Loyalty Chain
• Developing the processes that nurture customer brand loyalty
• Using Social media to engage with customers

Measuring and Monitoring Customer Satisfaction

• Why is measuring customer satisfaction important?
• Using customer complaints and feedback
• Using CRM software and diagnostic tools to evaluate opportunities for performance improvement
• Best practices for recording and monitoring customer service issues
• Putting in place processes to resolve customer dissatisfaction
• Strategies for working with difficult and demanding customers

Excellence in Customer Management

• The importance of attitude, teamwork, and professional development
• Developing a customer service training program
• Setting SMART performance goals
• Coaching and mentoring strategies
• Methods to empower and motivate customer service employees
• Practical exercise: What is your Action Plan?

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.

DATE:

1ST BATCH: 1st – 4th Mar, 2022                            

2ND BATCH: 26th – 29th July, 2022          

3RD BATCH: 25th – 28th Oct, 2022