Course Description

INTRODUCTION

This  Beyond Customer Service training course will show you how to take your organisation from Good to Great. The Rise  of web technologies, of Peer-Review, Price Comparison and auto-switching website have changed the rules of customer engagement irrevocably and forever. The old Marketing books and theories can be torn up. The strategic battleground now is in delivering world-class customer "experiences”. The old models, focusing on Product, Price, Promotion, Place, etc. overlook the fact that the way goods and services are purchased and consumed is now radically different to how they were, even half a generation ago.

Objectives

The objective is to learn and apply the latest scientific and management thinking to the organisation's customer relationships and how to create "Blue Oceans" of strategic differentiation that makes your customers love you and tell others.  We will go far beyond "Good service" (it is no longer "good enough') and give you tools and techniques to carve out unique and sustainable market positions for your organisation and your products or services.

The benefit of this course:

Deep understanding of customers and why they behave as they do

Profound knowledge of the purchase processes of customers and their post-purchase dissonance

Clear processes and systems for categorizing customers and building bespoke-feeling responses to make each interaction feel personal and unique

Understand of the true meaning of value, how it is created, how it can be destroyed and how to capture it.

Gain an understanding of how human beings think, behave and react

Understand how to "read” the mind of the customer to deliver hitherto unrecognized value

Understand what drives customer behaviour and how to satisfy it, every time

Learn how to develop a common "voice” across all platforms for creating and maintaining a dialogue with customers

Course Outline

DAY 1

Quality, Value and Customer Experience: What do they want (and why do they want it)?

Quality is in the Eye of the Payer

The Pursuit of Value, What is it (really)? How do we create it?

Inside the Mind of the Customer – Truth and Lies

Inside the Mind of the Customer – The Irrational Purchaser

Behavioural Economics – Why (almost) everything you knew about buying and selling is wrong?

Inside the Mind of the Customer – Why "Do nothing” is such a powerful driver?

Inside the Mind of the Customer – The Values "Iceberg”

DAY 2

Value Creation, Skills and Tools: How to create relevance, compliance, and value?

Forensic Questioning Skills

Active Listening Skills

Survey Design

The Science of Persuasion

Inside the Mind of the Customer – Personality Types

Communicating Value

DAY 3

Customer Profiling Techniques: They may all be important, but they are not the same

Market Segmentation Techniques

Customer Personae

Account Classification Techniques

Finding your Client "Voice” by segment

"Keep them forever” - Customer Lifetime Value (CLV) Analysis

DAY 4

Value Capture: Getting Paid what you are worth

Building Compelling Value Propositions

Persuasive Dialogue Techniques

Getting Your Message Across

Getting Social – Tools and Techniques for Customer Excellence in a Social World

Handling Awkward Customers

Dealing with Difficult Situations

Building Quantified Brand Propositions

DAY 5

Bringing It All Together: Creating an actionable Customer Service Plan going forward

Competitor Analysis Techniques

Situational Analysis Tools

Effective Customer Research Techniques

Creating an Actionable, Sustainable Customer Service Plan

Tools, Methods, Systems and Checklists to Stay on Track