Who Should Attend?

CEO's, Business Owners, Senior Management, and Heads of Department, responsible for creating, leading and driving an unbeatable and unique service culture within their organization that will attract new customers and develop customer loyalty.

About the Programme

Disney, Apple, Microsoft, Coca Cola, Singapore Airlines and even the U.A.E.'s Jumeirah Group are companies which put 'service' at the forefront of their organizational strategy. Building a world class brand never happens by accident.

Given the current economic situation, the time has never been more critical for businesses to ensure they have a strong service strategy embedded into their organization.

Despite the fact that many organizations feel they know what to do to improve service, very few manage to achieve and sustain it. In a fiercely competitive market such as the Gulf region, 'differentiation' is becoming the key to success. Customers have become more discerning and are less tolerant of mediocre service.

Many companies take the wrong approach to building customer loyalty. They work on 'customer service' as defined internally, but the emphasis should be on exceeding customer satisfaction, as defined by the customer.

The customer has to be at the heart of the organization. This programme will teach ways to use 'service' as a differentiator across the entire organization, starting with why, and 'how to' develop the best strategy, right through to engaging the people who will deliver that strategy.

For the first time in the Gulf region we are bringing a unique opportunity to understand the fundamentals of how world class companies deliver 'world class service'. Done right, this will change the way customers feel about doing business with your company, and help you build strong, loyal customers, who will 'sell' your company for you.

Course Objectives

• Understand the fundamentals of Customer Experience Management as a cross-functional strategy
• Take a deep dive into customer loyalty and how to build it
• Know how to map out your 'Customer Journey' and what to do with it
• Appreciate the importance of gathering customer data, analysing it, and using it
• Learn how to assess your company's leadership approach, in relation to service
• Know how to change what you measure, in order to drive 'service excellence'
• Understand how to take 'best practices' and make them 'business as usual'
• Explore examples of world class service and relate them back to your business

What You Will Gain

• Understand the fundamentals of Customer Experience Management as a cross-functional strategy
• Take a deep dive into customer loyalty and how to build it
• Know how to map out your 'Customer Journey' and what to do with it
• Appreciate the importance of gathering customer data, analysing it, and using it
• Learn how to assess your company's leadership approach, in relation to service
• Know how to change what you measure, in order to drive 'service excellence'
• Understand how to take 'best practices' and make them 'business as usual'
• Explore examples of world class service and relate them back to your business

Programme Contents

DAY ONE
• The Difference Between 'Customer Service' And 'Customer Experience Management'
  > Traditional Versus Customised
  > What The Text Book Says And How It Works In Practice
• Why Customers Stay Loyal
  > Why Satisfaction Is Not Enough
  > Proven Examples Of Methodology To Measure Loyalty
• The Service Excellence Equation
  > Building The Big Picture
• The 'Customer Journey'
  > Mapping Exercises
  > Case Studies
• The Service Safari Experience - An External Look At Service
  > Putting Yourself In The Customer's Shoes
  > Clue Spotting
• Review Of Leadership In The Service Context
  > How Strong Is Your Service Leadership?
  > Where To Focus

DAY TWO
• Targeting For Service Excellence
  > Understand That What Matters To The Company May Not Matter To The Customer
  > Hitting The Right Balance For A Healthy Customer- Focused Business
• Structuring Your Organization To Drive Service Excellence
  > Who Makes The Decisions For Your Customers?
  > How To Empower With Limited Risks
• Ensuring The Right People Are At The Customer Interface
  > The 'Serving' Instinct
  > How To See It And Harness It
• Listening To The Voice Of Your Customer
  > Knowing What Your Customers Really Want
  > Asking The Right Questions
  > Using The Data Effectively
• Service Culture: Definition And Scope
  > Bringing It All Together
• What Can Be Done Internally? What Needs Support?
  > Strategic Action Plan

2 Days - Non-Residential

Delegate spaces available on the following course dates: