Course Syllabus: Customer Relationship Management


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Course Description

Quality in a service or product is not what you put into it.
It is what the client or customer gets out of it.
(Peter Drucker)

 


 

 

We are exposed to customer service (of one kind or another) at least once a day, every day of the week, fifty-two weeks of the year.  There is times when individuals, organizations and companies take the provision of good service, and the people who deliver it, for granted.  We should not – giving top quality Customer Service is an art form. 

 

Customers love and cherish companies that treat them the way they (the customer) want to be treated.  People are now prepared to pay more for good service.  So the providers of the good service – YOU – are gems beyond price these days. 

 

Whatever your reasons for considering this course, we can promise you that you will get even more than you might have thought from its contents.  You will most likely pick up things you might not have considered before, or even been aware of – CRM for example!

 

This course will focus on these topics:

 

1. A Customer Centered/Focused Organization
How important is good customer service really?   The evolution of Customer Service,   TQM,   Perceptions,   The ‘Hot Button' of the ‘90s  

2. Taking an honest look at your own customer service
Your current customer service profile,   Self-evaluation – honestly!   How does your company rate?   Protocols,   How do you & your company deal with Feelings?  

3. Your company's Customer Service focus
In-focused,   Customer-Focused,   The 3 Basic Elements of Excellent Service,   Are you friendly to customers?   Customer Friendly Reflections,   Expanding your understand of your Company's Definition of Service

4. Developing a Winning Customer Service Strategy
What are your current Customer Service Strategies?   Key Strategies ,  Top Down Approach,   Actually using the Feedback you ask for,   Know thyself & it shall be true!   The creation of client centric practices,   The sheer economic necessity of Top Customer Service

5. The "Plus's" of exceptional Customer Service
Critical success factors ,  Consistency,   Criteria,   Recognizing Excellence/Reward & Recognition Factors,   Awareness,   Education   

6. The WOW Customer Service Training & Service Excellence
The wisdom of choosing appropriate training,   Brainstorming & Problem Solving   Customer Service Enhancers,   TIPS - The Coaching Approach,   The Listen & Learn Approach

7. Which is the way to go:  Surveys/Questionnaires, Interviews or Focus groups?
Surveys,   Questionnaires,   Interviews,   Focus Groups,   Who should conduct or run them?   Which one should you use?   HOW TO prepare a Top Customer Service Survey  

8. Acquiring Customers & Keeping Them
Put yourself in the customers shoes,   What does my customer actually want?   Standards – making, measuring & managing,   What you can measure you can manage,   Reinventing your processes to suit the customer,   Quality Groups   What NOT to Do if you want to keep your customers  

9. Those ‘Extras' & Miscellaneous Factors
Body Language,   It's How You Say It that really counts,   Your computer isn't always your best friend,   The differences between data and information,   The 2 "E's" – Ethics & Espionage

10.     When the Going Becomes Rough -- What to Do!
When you need to say NO and how to say it!   Seeing Red and Dealing with It!   Take the Initiative and Bounce Back  

11.     Working in the World of the WEB!
The Internet has changed the rules & HOW!   Automating the personal touch?   Clicking with your Customers,   Developing Trust & Loyalty – online,   Customer Acquisition,   Some rules for staying on the road to Success with E-Commerce  

12.     CRM – It's not just an Option – It's here to STAY!
Exactly what is CRM?   Is it the Latest & Greatest?   How do we use it?   Automating the personal touch,   Defining the technical requirements,   Choosing the right CRM tools,   The amazing power of CRM,   The correct CRM program for you,   What defines success with CRM?
 
13.   Customer Service Management Options of the Future!
People Orientated?   Technology Orientated?   Strategies,   How to best organize Customer Service for the future

Course Requirements

This course will not require you to have previous experience in any particular area but you should have a high school reading level. No books will be required.

Course Topics

 

1.           A Customer Centered/Focused Organization
How important is good customer service really?   The evolution of Customer Service,   TQM,   Perceptions,   The ‘Hot Button’ of the ‘90s  

2.           Taking an honest look at your own customer service
Your current customer service profile,   Self-evaluation – honestly!   How does your company rate?   Protocols,   How do you & your company deal with Feelings?  

3.           Your company’s Customer Service focus
In-focused,   Customer-Focused,   The 3 Basic Elements of Excellent Service,   Are you friendly to customers?   Customer Friendly Reflections,   Expanding your understand of your Company’s Definition of Service

4.           Developing a Winning Customer Service Strategy
What are your current Customer Service Strategies?   Key Strategies , Top Down Approach,   Actually using the Feedback you ask for,   Know thyself & it shall be true!   The creation of client centric practices,   The sheer economic necessity of Top Customer Service

5.           The “Plus’s” of exceptional Customer Service
Critical success factors , Consistency,   Criteria,   Recognizing Excellence/Reward & Recognition Factors,   Awareness,   Education   

6.           The WOW Customer Service Training & Service Excellence
The wisdom of choosing appropriate training,   Brainstorming & Problem Solving   Customer Service Enhancers,   TIPS - The Coaching Approach,   The Listen & Learn Approach

7.           Which is the way to go: Surveys/Questionnaires, Interviews or Focus groups?
Surveys,   Questionnaires,   Interviews,   Focus Groups,   Who should conduct or run them?   Which one should you use?   HOW TO prepare a Top Customer Service Survey  

8.           Acquiring Customers & Keeping Them
Put yourself in the customers shoes,   What does my customer actually want?   Standards – making, measuring & managing,   What you can measure you can manage,   Reinventing your processes to suit the customer,   Quality Groups   What NOT to Do if you want to keep your customers  

9.           Those ‘Extras’ & Miscellaneous Factors
Body Language,   It’s How You Say It that really counts,   Your computer isn’t always your best friend,   The differences between data and information,   The 2 “E’s” – Ethics & Espionage

10.        When the Going Becomes Rough — What to Do!
When you need to say NO and how to say it!   Seeing Red and Dealing with It!   Take the Initiative and Bounce Back  

11.        Working in the World of the WEB!
The Internet has changed the rules & HOW!   Automating the personal touch?   Clicking with your Customers,   Developing Trust & Loyalty – online,   Customer Acquisition,   Some rules for staying on the road to Success with E-Commerce  

12.        CRM – It’s not just an Option – It’s here to STAY!
Exactly what is CRM?   Is it the Latest & Greatest?   How do we use it?   Automating the personal touch,   Defining the technical requirements,   Choosing the right CRM tools,   The amazing power of CRM,   The correct CRM program for you,   What defines success with CRM?
 
13. Customer Service Management Options of the Future!
People Orientated?   Technology Orientated?   Strategies,   How to best organize Customer Service for the future

Course Materials

All course material will be provided in the lessons and netlinks. There are no required materials to purchase before taking the class.

Grading Policy

Each lesson will include a lesson review quiz along with one or two assignments. Students will successfully complete this course by mastering all learning outcomes with 70% or higher overall grade.

Learning Outcomes

By successfully completing this course, students will be able to:
  • Define the customer-centered organization.
  • Evaluate your own customer service objectively.
  • Describe methods to make your company's customer service more central.
  • Develop a winning customer service strategy
  • Know the reasons for providing exceptional customer service.
  • Describe ways for acquiring customers and retaining them, and
  • Demonstrate mastery of lesson content at levels of 70% or higher.
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Assessment Guide

An Introduction1
Lesson 1 Assignment2
Lesson 1 : A Customer Centered/Focused Organization10
Lesson 2 Assignment25
Lesson 2 : Taking An Honest Look At Your Own Customer Service9
Lesson 3 : Your Company's Customer Service Focus9
Lesson 4 Assignment2
Lesson 4 : Developing A Winning Customer Service Strategy10
Lesson 5 Assignment1
Lesson 5 : The "Plus's" Of Exceptional Customer Service9
Lesson 6 Assignment25
Lesson 6 : The WOW Factors Of Customer Service Training10
Lesson 7 Assignment25
Lesson 7 : The Way To Go: Surveys/Questionnaires, Interviews Or Focus Groups9
Lesson 8 Assignment25
Lesson 8 : Acquiring Customers & Keeping Them10
Lesson 9 : Those ‘Extras' & Miscellaneous Factors10
Lesson 10 Assignment25
Lesson 10 : When The Going Becomes Rough -- What To Do!10
Lesson 11 Assignment25
Lesson 11 : Working In The World Of The Web!9
Lesson 12 Assignment25
Lesson 12 : CRM -- It's Not Just An Option -- It's Here To Stay!9
Lesson 13 Assignment25
Lesson 13 : Customer Service Management Options Of The Future!9
The Final Exam62
Total Points:391
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