Customer-Centric - Critical Customer Service Skills Course

In the competitive environment providing customer service or feedback is no longer an advantage, it is imperative. To have an edge, employees should be able to constantly question them self “how can I impact the customers?” A customer centric functioning is critical. Customer centricity is putting the customer first, to gain customer satisfaction and loyalty. To be successful it is essential that customer’s experience and their journey in the organization are smooth and satisfactory.

Training Objective

By the end of this  training, participants will

• 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

Day One

Introduction

Understanding Your Customer Experience

• What is Customer Centricity and what it is not?
• Why Focus on the External Customer?
• Types of Customer Centricity
• 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

Best Practices of CustomerCentricity

• How to get started
• Who are the customers?
• Customer segmentation
• Defining Customer Centricity
• Develop Your Vision for Customer Centricity – work shopped
• Customer Centricity related to Business Excellence and organisational Sustainability
• How to Understand Customer Needs and Wants

Responding to the Voice of the Customer  

• What do your customers expect?
• Serving Internal and External Customers
• Active Listening and Questioning Skills
• How to Read your Customer’s Body Language?
• Understanding the Four Customer Types

Day Two

Designing a Customer-Centric Organization

• A framework for analysing Customer-centric Organization
• Re-Orienting the entire Operating model around the customer
• Understanding the four stages of Customer focus
• Building Competitive Advantage with “WOW” factors that customers value
• Developing System, Metrics and Process to Monitor the Consistency and Success of its Customer-centric Strategy

Leveraging a Customer-Centric Strategy to increase Profitability

• Align the operating model with a defined and quantified customer segmentation strategy: not all customers are equal
• How can a customer-centric strategy increase profitability and shareholder value?
• Customer retention strategy: Increase customer loyalty & ROI
• Understanding and calculating customer lifetime value
• Making internal Organisational changes

Building Block of a Customer-Centric Organization

• Customer experience as a strategic management tool
• Making systems and Processes more customer friendly whilst minimizing cost and adding Value
• Transforming an existing organization using the sequential approach

Day Three

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

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 Four

Measuring and Monitoring Customer Service Satisfaction

• Why is measuring customer satisfaction important?
• Customer Service Satisfaction Measuring and Monitoring
• Techniques for Giving and Receiving Feedback
• Best Practices for Processing Customer Service Issues
• Service Recovery Strategies to Maintain Customer Loyalty
• The Impact of Social Media on Customer Service

Leading the Way to Superior Customer Service!

• Setting SMART Goals for Continuous Improvement
• Building Employee and Team Motivation
• Coaching and Mentoring Team Members
• Stress Management Tips and Techniques
• What is your Action Plan?

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