Certified Customer Relationship Management

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