Customer Management (Awareness, Acquisition & Retention) Master Class

Why Attend

Good customer service can be considered as 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 organization 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.

Overview

Course Outline

Schedule & Fees

Course Methodology

Instructor-led training that uses interactive learning methods, including class discussion, small group activities, and role-playing

Course Objectives

Develop a holistic customer care approach by taking into consideration 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)

Target Audience

Target Competencies

n/a

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
Importance of segmentation
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

Service Level Agreements (SLAs)

SLA definition
Characteristics of effective SLAs
Key elements of an SLA
Steps in SLA development
Quality versus cost
SLA metrics

Day 5: 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

$3875

Abu Dhabi

Country: UAE

Duration: One week

Date: 01–05 Dec 2025

$2875

Victoria

Customer Management (Awareness, Acquisition & Retention) Master Class

Overview

Course Outline

Schedule & Fees

Course Methodology

Course Objectives

Target Audience

Target Competencies

$3875

Country: UAE

Duration: One week

Date: 01–05 Dec 2025

$2875

Country: Seychelles

Duration: One week

Date: 04–08 May 2026