When your customer does not return, what your organization loses is not just the money for the next transaction but the total revenue the customer would have brought to your organization across their entire relationship with you. This is a huge loss, which is even more when you imagine this scenario for multiple customers.

 

All this starts when the services provided do not meet the customer’s expectations. And it’s primarily because many employees:

 

- Do not understand what customers really want

- Understand what customers want but do not know how to deliver it

- Understand what customers want, know how to deliver it, but have the wrong attitude

 

This training was designed to address these issues. It will help employees understand, from first principles, what customers really want. It does not stop there. It goes a step further to help them master how to deliver it to make customers satisfied. But since it’s not enough to make customers merely satisfied, the training goes another step to arm employees with the skills required to make customers completely satisfied so they return repeatedly.

 

Unlike the typical customer service training, this one explores the concepts and culture of service excellence and how to translate them into every behavior and action that employees understand.

 

It draws on the lifetime value of a customer, moments of truth, the cost of poor service, value from the customer’s perspective, and other thought-provoking concepts to change the attitude of participants towards customer service.

 

This customer service training offers an optimal blend of all the key skills and distinctive attributes your employees must possess if you’re to stop the losses associated with poor service, and build your business around the element that matters most – loyal customers.

 

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The Learning Journey

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It starts with the foundational knowledge of what service means. Building on this, we cover who our customers are and also learn the concept of lifetime value of a customer.

 

Then we explore the service concept and do an extensive study of the two primary components of service and the levers that control them.

 

With this background knowledge, we go on to examine the service matrix, where your organization currently is on the matrix, and where they will want to be. From there we confirm what customers really want and then detail how to deliver them using service standards.

 

In the last part of the training, we cover how to achieve loyalty, the implications of poor service, and recovery strategies.

 

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Training Objectives

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After completing this training, participants will:

 

- Master the basic principles of customer service

- Understand what customers really want

- Be able to build service standards for their organization

- Be able to deliver what customers want

- Be able to make their customers loyal

- Be able to assess the current performance of their organization in terms of service

- Together with co-employees, be able to move their organizations to a world class status from service perspective

- Be able to apply effective recovery strategies when things go wrong

- Have the right attitude towards service to customers

- Understand value from the customer’s perspective and apply effective techniques to increase it beyond the reach of competitors

 

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Training Outline

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Session 1: Overview

 

- Learning Objectives

- Pre-Assignment

- Pre-Training Assessment

 

Session 2: Understanding Service

 

- What service means

- Who is your customer?

- Lifetime value of a customer

- Practice: Estimating lifetime value

 

Session 3: The Service Concept

 

- Understanding the service concept

- Customer experience

- Service outcome

- Benefits, Emotions, Judgments and Intentions

- Case Exercise

 

Session 4: Customer Experience

 

- “Moment of Truth”

- Speed

- Responsiveness

- Communication

- Friendliness

 

Session 5: Service Outcome

 

- Service processes

- Reliability

- Competence

- Value

 

Session 6: Where My Organization Stands

 

- The service matrix

- Analyzing the service matrix

- In which quadrant is your organization currently?

- Where would you want your organization to be?

 

Session 7: Building Service Standards

 

- So, what do customers really want?

- Translating to service standards

- Developing your service standards

- Practice: Your service standards

 

Session 8: Achieving Loyalty

 

- Why satisfied customers are not loyal

- The relationship between satisfaction and loyalty

- Ideal relationship

- Real relationship

- The pathway to loyalty

- Case: The car servicing

 

Session 9: When Things Go Wrong

 

- Poor service

- The cost of poor service

- Service recovery

- The impact of recovery on loyalty

 

Session 10: The Value Perspective

 

- The concept of value

- Understanding value from customers’ perspective

- The ingredients of value

- Increasing value for the customer

 

Session 11: A Personal Action Plan

 

- Starting Point

- Key Things I Learned

- What I Want to Improve on the Job

- How I Will Do It

- Summary