Customer Retention Strategies

Course Code - BC-309 Duration - 1 Day

Customer Improvement Strategies are increasingly recognised as being fundamental within a successful and profitable company. However, approaching this issue in an 'ad-hoc' manner is very draining on resources of time, personnel and money. To gain and keep customers, service or solution based companies must now embrace the concept of building strategic customer relationships throughout the organisation.

Adopting a strategic approach to building customer relationships means more than Customer Care, it means in-depth understanding of your customers' business processes, customising your approach to customers, team building and a willingness by everyone who deals with your customers to share risks, rewards and responsibility.

Customer dissatisfaction often arises when the supplying organisation is unaware of the need to manage the customer relationship and to see this process within the context of an overall sales strategy. Customer satisfaction is measured by the perceived quality of service delivered. This requires a very clear understanding by everyone involved in the supplier-customer chain.

Furthermore, the delivery of a good customer strategy is totally dependent on clear customer care between colleagues working within your organisation.

Who Should Attend

This course is applicable to everyone in an organisation, who by definition has a specific role to play in customer contact or service delivery.

Course Content

Why have a Strategic Approach?

• Mission Critical Thinking
• Juran's 'Truth'
• The Zone of Tolerance
• Why Customers Defect

What Fundamentals are Right for you?

• Customer Service?
• Customer Responsiveness?
• Customer Focus?
• Customer Intimacy?
• Customer Care?

The Internal Customer

• What is an Internal Customer?
• Benefits of Internal Customer Care
• How does this Impact on
• External Customers?

The Building Blocks of a Strategy

• Rights and Responsibilities of Customers
• Creating the Right Structures - Building Resolution Procedures Before they are needed
• Your Work Standards
• The Service Chain

Developing a Solution - A Workshop

• A Personal Action Plan will be developed that will allow ideas and concepts to be taken directly out of the course and applied in the environment and strategy of the attendee.

Managing the Customer Relationship

• Why the Customer Relationship is important
• Why it must be Managed
• Levels of the Customer Relationship
• The Contract
• The Personal
• Everyone has a Role to Plan

Aligning Customers' Expectations

• Satisfaction = Perception Minus Expectation
• Guidelines on Managing Expectations
• 10 Dimensions of Service Quality

Everyone can Solve Customers' Problems

• A 4-Step Approach
• Building Rapport
• Get the Facts
• Discuss Solutions
• Develop an Action Plan

Conflict Resolution

• Dealing with Angry and Abusive Customers
• Transactional Analysis
• The TK Instrument

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