Customer Service Strategy: Building a Customer Centric Organization

Introduction

Satisfying our customers is essential, whether they are internal or external customers. To do this we must focus all our activities on delighting our customers; that is becoming Customer-Centric. Organizations understand the values of becoming customer-centric, but the transformation is challenging. The change must start internally, how we work with other employees.

This highly engaging training course demonstrates how to measure the current level of customer-centricity by better understanding your customer experiences and requirements; and reinvent your brand and culture to deliver the perfect customer service experience. This will both challenge and excite delegates, inspiring them into action having experienced the power of customer-centric thinking. The training course will also disclose The Building Blocks for a Customer-Centric Service Culture and how delegates can strengthen their own customer culture and influence that of other functions. Superb service is delivered by people to people – even in this age of high technology. All delegates will leave the course with a challenging but realistic personal plan to drive a customer-centric service culture across their area of responsibility.

Delegates attending this training course will develop the following competencies:

• How to measure the level of customer centricity
• What the perfect customer service experience looks like for your customers
• How to utilize Customer Journey Mapping
• Development of Brand Values and Behaviours
• How to Implement the Building Blocks for a Customer-Centric Service Culture
• How to perform on-brand through recruitment, training, support, and discipline

Objectives

By the end of the course, participants will be able to:

• Improve the customer experience within their organization
• Help develop a customer-centric service culture
• Develop, implement, train, and monitor brand experience behaviors
• 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

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

The training course is essential for all management, supervisory staff, and professionals who wish to understand this exciting subject and help to build a Customer-Centric Service Culture in their own organization. This course is suitable for a wide range of professionals but will greatly benefit:

• 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