Certified Customer Relationship Management

Course Overview

It will give a basic knowledge of the various roles, functions and responsibilities in customer service and business communication.

Target Audience

Practising or aspiring supervisors who wish to develop team leading skills. Assertiveness skills, and Critical thinking for managers

Section1: Planning your and Team’s Work

Organizing yourself
Finding the right objectives
Planning your own work
Team plans

Section 2: Understanding Customer care and its benefits

Fulfilling customer requirements
How is your organization doing?
Getting it right
Team purpose analysis
The quality improvement cycle

Section 3: Understanding and meeting Customer Needs

Key performance indicators
Data collection
Data protection
Personal data
Analyzing figures and presenting information
Presenting frequencies
Using charts and graphs
Questionnaires

Section 4: Understand the legal framework of Customer Relations

Customers rights
Consumer protection and the law
Sale of Goods act
The supply of goods and service act
The consumer protection act
Trade description act
The consumer protection (distance selling) regulations
Contracts
Data protection

Section 5: Managing Customer Relations Issues

Complaints
How to ‘cool off’ an anger caller
Handling abusive customers
Handling profanity
Other information you should know about

Section 6: Developing Effective Communication Skills

Choosing a method for communicating
General methods of communication
The difficulties of language
Body language

Section 7: Ensuring appropriate record Keeping

Keeping records
Verbal communication

Section 8: Delivering a successful Team Briefing

Delivering the brief
Presenting information
Brainstorming
The spider effect
Traits of a good presenter
Checking the team understanding

Section 9: Establishing Appropriate Service Level Agreements

Knowing and understanding your customers
Agreeing the customer requirement
Service Level Agreements
Concepts of a Service Level Agreement
People in SLAs

Section 10: Building good Customer Relations

The changing face of the external customer
The three pillars of customer satisfaction
Positive customer care
The ten commandments of customer relations
Understanding and meeting customer needs

Section 11: Delivering Superior Customer Service

Working with others to improve customer service
Delivering quality
Quality in business - measuring success
Customer dissatisfaction
Complaints
Guidelines for maintaining good customer relations

Section 12: Quality and Customers

Introduction
Defining Quality
The dimensions of quality
Design Quality and Process Quality
Quality Systems
Why is Quality Important?
The Cost of Quality: The cost components, Quality costs - the traditional view, Quality costs - the process cost model
Dependability: The bath-tub curve, Reducing failure rates
Certification and accreditation schemes: The standards bodies, Quality systems standards

Section 13: Total Quality Management

Introduction
The Traditional Approach to Quality Management
What is Total Quality Management?
Focus on the Customer
A Commitment to Quality
Teamwork and Trust
Getting your Team to Work for Quality: Ishikawa's seven tools and techniques, Work conditions, recommending improvements to quality related activities, empowering teams
Zero defects programs

Section 14: Selling Techniques

The Theory of Selling
Provide an overview of the function of marketing and its relationships with sales, including its role in meeting customer needs and expectations and how the function of marketing drives the approach to sales.
Describe the function and process of selling and show how it supports marketing through providing customers with a way to purchase products and services, through a variety of different methods.
Describe the function and process of selling and show how it supports marketing through providing customers with a way to purchase products and services, through a variety of different methods.
Explain the links between customer service, selling and profitability and consider how strong customer service acts as a selling tool and aids profitability.
Describe the different stages in the selling cycle – Pre-sale, Sale and Post-Sale
Understanding the Customer
Explain the process a customer goes through in order to make a buying decision; recognition of the need; information search; evaluating alternatives; making the purchase decision; post-purchase feelings
Recognize the difference between features and benefits in selling situations
Describe the different motives that people have for buying products and services
Explain different ways of asking questions to help understand customer needs: open, closed, soft, hard fact, information seeking and evaluative questions.
Developing Basic Selling Techniques
Recognize the importance of looking for selling opportunities in every customer situation.
Explain the difference between proactive and reactive selling, selling add-on’s; descriptive selling; up- selling; cross-selling and substitute selling within all sectors and types of businesses.
Describe how to sensitively, sympathetically and constructively handle customer objections about products and services that you are selling.
Identify different methods for a customer to confirm that they are making their purchase.
Effective Communication in Selling Situations
Explain the different forms of verbal and non-verbal communications appropriate to the selling function.
Explain the different forms of non-verbal communications including: gestures, hand signals, posture and facial expressions.
Describe how to use your voice effectively in selling situations – pitch, tone and speed.
Recognize the verbal and non-verbal messages sent by the customer and how to respond to them effectively in order to deal with queries and close sales.

Section 15: Introducing Sales 2.0

Introducing: Selling in sound bites
Introducing is your moment of truth
The sales 2.0 opt-out crowd: Selling in a risk-averse marketplace
Making a live phone call
The multiple-touch call
The dynamic due: voice mail + email
Take e-mail control
Introducing Strategies
Questioning: Building trust, one question at a time
Questioning uncovers needs, qualifies needs, controls calls
Sales 2.0 is about substance
Quality versus quantity: What’s the difference?
The four components of questioning
Strategy and planning: The smart selling qualification criteria
Formulating questions
Style: It’s how you ask the question
The order of questioning: Doing the questioning dance
Questioning strategies
Linking: Selling to Power Buyers
Linking connects you with C-level decision makers
Sales 2.0 has redefined power
How to the spot the power buyers
Linking with influential executive assistants
Spotting power buyers throughout the sales cycle
Access granted! Now what?
Giving yourself access: You deserve to speak with the power buyer
Linking strategies
Presenting: Its show Time
Taking presentation seriously
Its sales 2.0: All I’ve got is four minutes!
Understand the process
Choose the right presentation type
Know who’s driving
Be 100 percent present when presenting
Think about your content
Presenting strategies
Handling objections: Bring them on!
The brutal truth about objections
Riding the objection tidal wave in sales 2.0
How salespeople create objections
Why customers object
The five categories of objections
The e-mail objection
Handling objection strategies
Closing: The complex road to gaining commitment
Closing means mastering the sales process
Sales 2.0: the complex close
Master your sales skills
Build a healthy sales funnel
Master your sales process: They key to accurate forecasting
Understand your customer’s buying agenda
Work out your self-confidence muscles
Closing strategies

Section 16: Introducing to Hospitality Industry

Hospitality Industry
Introduction to Hospitality Industry
The Nature of the Hospitality Industry
The Tangible and Intangible Nature of the Hospitality Industry
Relationship between the Hospitality Industry and Tourism
Accommodation Sector
Introduction to the Accommodation Sector
Introduction to the Hotel Operations
Introduction to the Food and Beverage Sector
Types of Food and Beverage Services
Food and Beverage Service Principles
Basic Knowledge of Menus, Food and Beverage Services and Kitchen Operations
Ambience of an Establishment
Menu Planning and Design
Food Safety and Personal Hygiene
The Role of Technology in the Hospitality Industry
The Development of Technology in the Hospitality Industry
The Importance of Employing Up-to-date Information Technology
The Ways Technological Changes Improve the Operational Efficiency of the Hospitality Industry for Customers, Tourists and Staff
The Property Management System (PMS) in Hotels