Managing Customers
for Competitive Advantage

How can you ensure your customers remain loyal and continue to return to you over the years? Research across various industries reveals that acquiring a new customer costs up to eight times more than retaining an existing one. The ability to attract, satisfy, and retain customers is fundamental to long-term business success.

In this dynamic Anderson training course, you will discover how to gather and utilize the right information to understand your customers' needs and exceed their expectations. You will learn effective techniques for expanding your customer base by harnessing the power of the most influential form of advertising—word of mouth.

This Anderson training course will feature:

• Understanding Customer Relationship Management systems and their value
• Identifying and understanding the elements of a customer relationship strategy
• Tools to evaluate customers’ needs and the motivators that are important to them
• How to manage customer data and analyse it
• Planning a customer service programme to ensure customer retention and loyalty
• Deliver consistent service and measure and demonstrate its success
• Share appropriate data to create a single customer view with colleagues

• Marketing executives and managers who are interested in customer retention and word-of-mouth marketing.
• Anyone responsible for or contributing significantly to the development and implementation of customer relationships
• Managers and supervisors who want to improve customer relationships
• Customer service professionals

• Course overview and learning objectives
• Customer acquisition and retention – measuring their impact on profitability
• What is your value proposition for each segment? Does it work?
• Assessing the needs of your key audiences – why does it matter?
• Customer lifetime value – identifying key customers
• Key accounts and developing a customer-centric organisation

• What do customers really want from your organisation?
• Does the 'customer experience' match their needs and expectations
• What do your competitors do better or differently than you do?
• Shaping customer expectations - perception versus reality
• Case studies: Companies that have turned around their businesses
• 'Going the extra mile' – what is it for your customers?

• Listen and deliver on customer needs
• Managing the ‘Moments of Truth’ to enhance the ‘customer experience’
• Leading and motivating others to deliver superior service levels
• The Customer Loyalty Chain
• Developing the processes that nurture customer brand loyalty
• Using Social media to engage with customers

• Why is measuring customer satisfaction important?
• Using customer complaints and feedback
• Using CRM software and diagnostic tools to evaluate opportunities for performance improvement
• Best practices for recording and monitoring customer service issues
• Putting in place processes to resolve customer dissatisfaction
• Strategies for working with difficult and demanding customers

• The importance of attitude, teamwork, and professional development
• Developing a customer service training program
• Setting SMART performance goals
• Coaching and mentoring strategies
• Methods to empower and motivate customer service employees
• Practical exercise: What is your Action Plan?

Anderson Certificate of Completion will be provided to delegates who attend and complete the course