Customer
Improvement
Strategies
are increasingly
recognised
as being
fundamental
within
a successful
and profitable
company.
However,
approaching
this issue
in an
'ad-hoc'
manner
is very
draining
on resources
of time,
personnel
and money.
To gain
and keep
customers,
service
or solution
based
companies
must now
embrace
the concept
of building
strategic
customer
relationships
throughout
the organisation.
Adopting
a strategic
approach
to building
customer
relationships
means
more than
Customer
Care,
it means
in-depth
understanding
of your
customers'
business
processes,
customising
your approach
to customers,
team building
and a
willingness
by everyone
who deals
with your
customers
to share
risks,
rewards
and responsibility.
Customer
dissatisfaction
often
arises
when the
supplying
organisation
is unaware
of the
need to
manage
the customer
relationship
and to
see this
process
within
the context
of an
overall
sales
strategy.
Customer
satisfaction
is measured
by the
perceived
quality
of service
delivered.
This requires
a very
clear
understanding
by everyone
involved
in the
supplier-customer
chain.
Furthermore,
the delivery
of a good
customer
strategy
is totally
dependent
on clear
customer
care between
colleagues
working
within
your organisation.
Who
Should
Attend?
This
course
is applicable
to everyone
in an
organisation,
who by
definition
has a
specific
role to
play in
customer
contact
or service
delivery.
Course
Content
Why
have
a
Strategic
Approach? -
Mission
Critical
Thinking
-
Juran's
'Truth'
-
The
Zone
of
Tolerance
-
Why
Customers
Defect
What
Fundamentals
are
Right
for
you? -
Customer
Service?
-
Customer
Responsiveness?
-
Customer
Focus?
-
Customer
Intimacy?
-
Customer
Care?
The
Internal
Customer -
What
is
an
Internal
Customer?
-
Benefits
of
Internal
Customer
Care
-
How
does
this
Impact
on
-
External
Customers?
The
Building
Blocks
of
a
Strategy -
Rights
and
Responsibilities
of
Customers
-
Creating
the
Right
Structures
-
Building
Resolution
Procedures
Before
they
are
needed
-
Your
Work
Standards
-
The
Service
Chain
Developing
a
Solution
-
A
Workshop A
Personal
Action
Plan
will
be
developed
that
will
allow
ideas
and
concepts
to
be
taken
directly
out
of
the
course
and
applied
in
the
environment
and
strategy
of
the
attendee.
Managing
the
Customer
Relationship -
Why
the
Customer
Relationship
is
important
-
Why
it
must
be
Managed
-
Levels
of
the
Customer
Relationship
-
The
Contract
-
The
Personal
-
Everyone
has
a
Role
to
Play
Aligning
Customers'
Expectations -
Satisfaction
=
Perception
Minus
Expectation
-
Guidelines
on
Managing
Expectations
-
10
Dimensions
of
Service
Quality
Everyone
can
Solve
Customers'
Problems -
A
4-Step
Approach
-
Building
Rapport
-
Get
the
Facts
-
Discuss
Solutions
-
Develop
an
Action
Plan
Conflict
Resolution -
Dealing
with
Angry
and
Abusive
Customers
-
Transactional
Analysis
-
The
TK
Instrument
