Spearhead Training > In-company Marketing > Customer Relationship Management

Customer Relationship Management
The sure strategy for building business

In fiercely competitive markets where products and services are similar, putting the customer first is a sensible strategy for building the business. Satisfied customers return and tell others. Most businesses intend to provide good service but this is not easy to achieve in practice.

How can the manager ensure that good customer service will prevail throughout his/her organisation? What are the simple practical steps that lead to quality products and excellent service? This programme answers these questions. The programme is very participative and gets delegates to address these issues in a practical way that clarifies the relationship between customer care and overall business strategy.

Examples show how a customer relations programme can be central to the business. The course method is by tutor led discussion with a series of individual and syndicate exercises and case studies. Delegates will be encouraged to build a personal action plan that can be applied to their business.

Programme Contents
Achieving Sustainable Competitive Advantage
Through Customer Relations Management
Backgrounds and Benefits
- Some Startling Statistics
- What Customers Expect
- Why Retaining Customers is Harder Than Ever
Who Are Your Customers?
Assessing Your Own Customer Relationship Performance
- The 10 Characteristics of Your Service
- People and Systems
- Using Gap Analysis
- Getting Down to the Detail
The Common Causes of Failure and How to Avoid Them
Implementing a Customer Relations Programme
- Planning the Strategy
- Total Management Commitment
- Knowing Your Customers
- Standards of Service
- Staff Requirements
- Keeping it Going
The CRM Champion
Motivating People to Care for Customers
Measuring Customer Satisfaction
- The Problems and The Solutions
- Designing a Customer Satisfaction Survey
Dealing With Customers Face to Face
- The Essential Skills and Attitudes
- Knowing How to Respond and Handling Complaints
Deciding What Training Is Needed
The Importance of Team Work
Action Planning