Building a Customer-Centric Service Culture
Course Code: PR39
Course Objective
Building a Customer-Centric Service Culture training course aims to help participants achieve the following objectives:
- Improve the customer experience within their organisation
- Help develop a customer-centric service culture
- Develop, implement, train and monitor brand experience behaviours
- Challenge how customer centricity is delivered by existing strategy and how it drives superior performance
- Develop a customer-focused mindset for continuous improvement
- Produce a personal service improvement action plan
Target Audience
- Function and Department Heads
- Supervisors
- Customer Service Managers
- Customer Service Team Leaders and Supervisors
- Account Managers
- Sales Managers
- Marketing Professionals
- Customer Service Professionals
- Sales Account Managers
- Sales Professionals
Course Outline
Day 1
- Understanding Your Customer Experience
- Defining your current customer service culture
- Measuring the level of customer centricity
- Intuition is not acceptable. Decisions must be made using quantitative data
- How does your organisation rate on customer centricity? Do your customers agree?
- What does the perfect service experience look like for your customers?
- Customer Journey Mapping – key to understanding your customer’s experience
- Practical- self-assessment
Day 2
- Reinventing Your Customer Experience
- Primary and secondary motives for the new culture
- Vision and Values – empty words?
- Developing Brand Values and Behaviours that determine how you do business with your customers and how your employees are managed
- The path to customer satisfaction, retention, advocacy and sustained revenue growth
- Measure customer centric culture progress against set targets
- Role Modelling the desired behaviours
- Building and maintaining customer and employee trust
Day 3
- The Building Blocks for a Customer-Centric Service Culture
- Communication:
- Starting with vision and values
- Communication consistency to build trust and passion
- Share feedback – customers, suppliers and employees
- Communicate how you are acting on feedback
- Skills:
- Examining competency requirements
- Ensure proficiency in technical and soft skills
- Using good judgment in all situations – always do right by the customer
- Accountability
- What gets rewarded gets done
- Developing and aligning to culture and feedback metrics
- Risk tolerance and penalties
- Systems
- Making it easier and nicer for customers to use your solutions
- Customer centric policies, procedures and tools
- You need more than CRM, on its own CRM will fail
- Using technology to share customer stories
- A robust customer complaint system
Day 4
- Helping Your Employees to Deliver Superb Service
- Identify employee competencies that directly reflect brand values
- Getting the right people in place with the personality to match the desired culture
- Redesign and conduct recruitment and induction programs that reflect the customer centric vision, values and strategies
- Train, support, reinforce and discipline – soft skills, customer service expectations and core values
- Everyone must participate in the training, including leaders
- Customer centric workshops facilitated by senior leaders
- Facilitating cross-functional collaboration
Day 5
- Actions for You and Your Team to Become More Customer Centric
- Drive a customer experience culture across your area of responsibility
- Identify and implement significant changes in customer experiences
- Empower everyone to be a customer service leader
- Create customer advocates
- Develop visual tools to constantly reinforce brand values and behaviours
- Act on feedback through Service Improvement Action Teams
- Personal service improvement action plan
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Date & Location