Description:

This two-day course on managing the customer covers an important business topic which can lead to substantial business benefits.

Customer relationship management is a concept aimed at finding the right customers and then keeping the best for the future. It is a large topic and subject to much study. This two-day course is concerned mainly with the business implications of finding our best customers, understanding what their business needs are and making sure we keep them. Customers can be difficult and seldom tell us exactly what they want or how they feel about our goods or services and so we need a customer-centric strategy focused on understanding their needs and how your business can provide solutions to their business.

Every industry has its dark side and this can play a part in your relationships. Understanding this background helps to avoid adverse reaction whilst somehow providing a better alternative for the future by shaping customers’ expectations and allowing a wider business interface. This outward looking customer-centric view provides a sharp contrast to the usual inward looking position most businesses have. Business is often more focused on the operations of the business and assumes that whatever is put on offer will be acceptable. This may still work in some industries but is an exhausted strategy, and better opportunities lie with a new business model for the future with the customer at the centre.

This two-day course will start with the public messages which showcase the business; the mission statement, core values, business objectives and others. The course will look at other influencing methods and the specification of the customers’ business needs and how well the business complies. It will consider the direct customer interface including customer complaints and the training of staff to meet the direct customer demands. It will also consider the use of the knowledge developed to provide a wider business interface and structured development.

The management of the customer will present many alternatives to the status quo and these will drive change to the products and services provided, thus making you more relevant and profitable.

An Attendance Certificate will be provided at the end of this skill course.

Vital Benefits:

Managing the customer will ultimately provide a better fit between what is sold and what is bought and it will also present the opportunity for a natural business development. This course provides the following vital benefits:

• Recognising how the customer receives information
• Understanding how business influences customers
• Understanding customer-centric business
• Understanding customer-centric strategies
• Recognising how your business can benefit the customers’ business
• Understanding that business will change
• Understanding the benefit of technology in customer management

Objectives:

Customer relationship management can provide substantial benefits to your business and security to its future. It is a vital business skill. In this course, it is our objectives to:

• Show how to develop clear public statements aimed at customers
• Help you understand customer-centric business
• Provide a strategy of customer interaction focused on developing more effective business benefit to the customer
• Help you manage and influence customer expectations of quality and value
• Provide examples of success customer-centric strategies
• Show leveraging customer knowledge as a clear competitive advantage
• Help you understand the need to include CRM in internal training and what should be the topics
• Show the basis of business change and development based on confirmed business needs

Topics:

The course covers the following topics:

• Developing the public messages
• The definitions associated with customer relationships
• The customer centric model
• The survey and other information gathering strategies
• Customer relationship at the front line
• Managing customer interaction including complaints
• Evaluating customer relationship management software
• Requirements of staff training
• Developing a solid CRM strategy for the future

Who to Attend:

Customer relationship management affects everyone in the company who works with the customers. We would recommend the course to the following project people:

• Business leaders
• Business executives
• Business managers
• Marketing and sales managers
• Line managers
• Operations managers
• Those who face the clients or customers
• Those who want to develop their business skills