Programme Overview
For service companies customer service delivery is the most important function. Yet, companies have significant problems in this area:
- Not creating positive customer experiences
- Over servicing clients by creating features of low importance to customers
- Failing to understand customer expectations
- Not recognizing differences among strategic segments thus providing one-size-fit-all solutions
In order to deal with the issues identified above service firms must introduce significant innovations in their customer servicing model in their effort to build exceptional value for the customer:
- Intentionally building customer experiences in the customer servicing chain
- Align the communications across all contact points
- Enhance the value received by the customers and the firm
- Identify gaps in the service delivery model, identify areas of improvement and develop priorities
In general, companies that introduce innovation in the customer servicing chain gain pricing power and raise advocacy among customers. These contribute to growth of revenues and higher profitability.
Designed for:
- Managers who are responsible for functions which interface with customers such as: Marketing, Sales, Front-Office Operations
- Managers who are responsible for managing processes and IT systems at a company,
- Commercial managers
- Business development managers,
- Owners and CEOs
2 Days training to:
- The Wow Factor and why it matters
- Your company’s value proposition and the customer servicing-chain
- Introduce innovation in harmony with customer behaviour
- Dimensions of customer assurance
- Identification of critical success factors (CSFs) and how they are implemented
- Examples of best practice from the real world
- Identifying customer expectations: The Customer Journey
- Recognizing and mapping the customer journey for strategic segments
- Identifying different levels of customer expectations at different stages of the interaction with the firm
- Benchmarking the actual delivery versus expectations
- Mapping actual vs desired levels of delivery across key processes and the impact of staff competencies
- Identify gaps in the customer servicing and ideas of how to fill them
- Identifying and quantifying volumes and establishing positions
- Balancing the customer value with firm value
- Assessing cost to serve and finding ways to minimize without destroying value for the customer
- Customer behaviour evidence and implications for the servicing model
- Considering customer behaviour from experimental studies
- Identifying ways to introduce “wow factors”
Key Learning Outcomes = Benefits for Organization
- Understand how to identify, analyze and prioritise customer segments
- Recognize the critical success factors in delivering the customer’s assurance
- Incorporate those in the customer service
- Measure the degree of delivery
- Boost profitability through your Wow Factors
- Identify problems, fill gaps & capitalize on untapped potential
- Understand how customers view their interactions with the firm: What are their motivations and expectations at different stages of service delivery
- Add value at different levels of the process
Trainer
Dr. Paris Cleanthous
Dr. Paris Cleanthous is an Associate Professor of Marketing and Strategy at the Cyprus International Institute of Management (CIIM). He is also the Director of the MBA and MPSM programmes at CIIM.
Prior to his appointment at CIIM, he was an Assistant Professor of Marketing at New York University’s Stern School of Business and a Lecturer at the University of Cyprus. He has also held positions at the International Monetary Fund, KPMG and Korea University.
Dr. Cleanthous received his Bachelor of Science in Economics and Mathematics from the University of Michigan, Ann Arbor. He then continued his studies at Yale University where he received his Master of Arts, Master of Philosophy and Doctor of Philosophy in Economics.
His fields of teaching and research are strategic innovation, marketing strategy, competitive advertising and market research. He has consultancy experience in market research, product innovation, new product targeting, positioning and promotion. He also has consultancy experience in governmental and academic forums.