Building a Customer-Centric Organization: Strategies for Service Excellence
Introduction
Good customer service is a big differentiator between firms. While competing products are often similar and can anyway be easily duplicated, good customer service is a holistic system, requiring a sustained organization-wide effort, driven by the top and permeating all aspects of the organisation's culture. The resulting customer-centric organization becomes a formidable competitor whose model cannot be easily copied. In this course, we look at what it takes to build a customer-centric organization.
Course Objectives of Customer Management (Awareness, Acquisition & Retention)
- Develop a holistic customer care approach by considering seven different aspects of the definition of customer service.
- Create objectives and programs to maximize internal customer satisfaction.
- Evaluate the design, implementation, and analysis of customer satisfaction surveys.
- Use customer complaints as the springboard for service improvement.
- 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)
Customer Management (Awareness, Acquisition & Retention) Course Outlines
Day 1
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.
Day 2
Customer service as a strategic imperative
- From suspect to partner.
- Going up the ladder.
- The KANO model.
- Basic attributes.
- Performance attributes.
- Delight attributes.
- The customer-centric organization.
- Customer service as a strategic imperative.
- The 7 Practices of a customer-centric Organization.
Day 3
Customer satisfaction surveys and other vital tools
- Understanding your customers.
- Principles of customer segmentation.
- Focus groups.
- Customer satisfaction surveys.
- Key terms.
- Major survey methods.
- Questionnaire examples.
- Customer survey guidelines.
- Types of satisfaction surveys.
- Basics of Sampling.
- Attributes to measure.
- Customer satisfaction index.
- RATER in-depth.
- Service quality (servqual) gaps model.
Day 4
Customer complaints and service recovery
- Facts and their implications.
- Symptom versus cause.
- Root cause analysis.
- Failures do happen.
- The recovery paradox.
- The strategic initiative.
- Tactical activities.
- The 'WOW!' factor.
Day 5
Service Level Agreements (SLAs)
- Characteristics of effective SLAs.
- Key elements of an SLA.
- Steps in SLA development.
- Quality versus cost.
- SLA metrics.
KPIs for customer service
- Monitoring performance through key performance indicators.
- The 4 perspectives of the balanced scorecard.
- Impact of the customer perspective.
- Characteristics of good KPIs.
- Building customer service KPIs.
Credits: 5 credit per day
Course Mode: full-time
Provider: Blackbird Training Centre
