MANAGING CUSTOMERS FOR COMPETITIVE ADVANTAGE

TRAINING OVERVIEW

Studies across various sectors indicate that acquiring a new customer is eight times more expensive than retaining an existing one, underlining the paramount importance of customer retention for business prosperity. This dynamic DixonTech training program emphasizes the significance of identifying, fulfilling, and retaining customers as the cornerstone of organizational triumph. Participants will explore strategies for leveraging pertinent data to discern customer preferences and deliver exceptional experiences. Moreover, they will acquire methods for expanding their customer network through the potent means of word-of-mouth referrals.

TRAINING TOPICS

• Understanding Customer Relationship Management systems and their value
• Identifying and understanding the elements of a customer relationship strategy
• Tools to evaluate customers’ needs and the motivators that are important to them
• How to manage customer data and analyse it
• Planning a customer service programme to ensure customer retention and loyalty
• Deliver consistent service and measure and demonstrate its success
• Share appropriate data to create a single customer view with colleagues

TRAINING IS TAILORED TO

• Marketing executives and managers who are interested in customer retention and word-of-mouth marketing.
• Anyone responsible for or contributing significantly to the development and implementation of customer relationships
• Managers and supervisors who want to improve customer relationships
• Customer service professionals

TRAINING METHODOLOGY

1. Interactive lectures to introduce key concepts and theories.
2. Group discussions to encourage knowledge sharing and critical thinking.
3. Practical exercises and case studies for hands-on learning.
4. Role-playing activities to simulate real-world scenarios.
5. Continuous assessment and feedback to reinforce learning outcomes.

DAY ONE:

CUSTOMER MANAGEMENT AT THE VERY HEART OF YOUR BUSINESS

• Course overview and learning objectives
• Customer acquisition and retention – measuring their impact on profitability
• What is your value proposition for each segment? Does it work?
• Assessing the needs of your key audiences – why does it matter?
• Customer lifetime value – identifying key customers
• Key accounts and developing a customer-centric organisation

DAY TWO:

DEVELOPING A DATA-LED STRATEGY

• What do customers really want from your organisation?
• Does the 'customer experience' match their needs and expectations
• What do your competitors do better or differently than you do?
• Shaping customer expectations - perception versus reality
• Case studies: Companies that have turned around their businesses
• 'Going the extra mile' – what is it for your customers?

DAY THREE:

CUSTOMER RELATIONSHIP MANAGEMENT

• Listen and deliver on customer needs
• Managing the ‘Moments of Truth’ to enhance the ‘customer experience’
• Leading and motivating others to deliver superior service levels
• The Customer Loyalty Chain
• Developing the processes that nurture customer brand loyalty
• Using Social media to engage with customers

DAY FOUR:

MEASURING AND MONITORING CUSTOMER SATISFACTION

• Why is measuring customer satisfaction important?
• Using customer complaints and feedback
• Using CRM software and diagnostic tools to evaluate opportunities for performance improvement
• Best practices for recording and monitoring customer service issues
• Putting in place processes to resolve customer dissatisfaction
• Strategies for working with difficult and demanding customers

DAY FIVE:

EXCELLENCE IN CUSTOMER MANAGEMENT

• The importance of attitude, teamwork, and professional development
• Developing a customer service training program
• Setting SMART performance goals
• Coaching and mentoring strategies
• Methods to empower and motivate customer service employees
• Practical exercise: What is your Action Plan?