Customer Focus in Business Markets

ICTD International Centre for Training and Development

ICTD International Centre for Training and Development


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Who should attend

Managers and supervisors of staff in customer-facing roles, and those responsible for ensuring that the service level offered to customers is a positive differentiator for their company, which will help increase customer retention

About the course

This course provides a progressive approach to business marketing and business market management, which is the process of understanding, creating and delivering value to targeted business markets and customers. Business markets are composed of firms, institutions or governments. The course provides an understanding of nine business market processes: market sensing and value assessment; understanding firms as customers; crafting market strategy in business markets; managing market offerings and value-based pricing; business channel management; gaining customers; sustaining reseller partnerships; and sustaining customer relationships. Four guiding principles of business market management underlie these business market processes and recur throughout the course: regard value as the cornerstone of business market management; focus on business market management processes; stress doing business across borders; and accentuate working relationships and business networks. This course has strong applicability to students pursuing careers in management consulting and financial services as well as in marketing and general management with technology and industrial firms.

## Course Objectives

By the end of this seminar, delegates will be able to:

  • To understand the components of successful customer care
  • To know how to develop a plan for implementing effective customer care
  • To be able to assess your own, and your company's performance in the different levels of customer service
  • To identify customer service barriers within your organization, which inhibit the customer service provider
  • To improve the standards of service to your customers, by understanding their needs and expectations
  • To explore ways you can WOW! your customers by going the extra mile
  • To learn how to offer alternative solutions and successfully deal with unrealistic customer requests
  • To understand why customers complain and how to deal professionally with customer complaints
  • What You Will Gain
  • A clear focus on improving your company's business performance through better customer retention
  • You will be able to identify clear areas of improvement for your customer care team
  • A 'customer-centric' approach that will enable you to fulfil your customer's individual needs
  • You will have a better understanding of the detailed issues involved in providing top quality customer care

## Course Outline

Module One:

  • Customer service and what it means
  • Identifying excellence in front-line customer services
  • What are the services and products that you offer
  • The role of NLP and Emotional Excellence in customer service
  • What do your customers say about you and your organization
  • What do you want your customers to say?
  • Myths and legends about customer service

Module Two:

  • Achieving Sustainable Competitive Advantage
  • Elements Of Customer Care
  • The Key Role Of The First Line Manager
  • Defining Your Company's Customers
  • Understanding Why The Happy Internal Customer Is More Motivated To Provide Exceptional Customer Service
  • Understanding Your External Customer
  • Understanding Your Company's 'Perception Points'
  • Understanding & Meeting Customer Needs & Expectations
  • Identifying Barriers To Providing Exceptional Customer Service

Module Three:

  • Using The RATER Model To Obtain A View Of Your Services From Your Customers' Perspective (Reliability, Assurance, Tangible, Empathy, Responsibility)
  • Using Customer Feedback To Your Advantage
  • Effective Communication In Customer Service
  • How To Deal With Unachievable Customer Requests
  • Discovering The Positives Of Customer Complaints

Module Four:

Marketing, advertising and promotion

  • The marketing concept
  • Marketing planning
  • Marketing information systems
  • The marketing environment
  • Buyer behavior
  • Strategic marketing
  • Product design
  • Pricing decisions
  • Channel and distribution tactics
  • Advertising and promotion

Module Five:

  • Effective Management Of Customer Complaints
  • Service Recovery: A Successful Tool
  • Building Positive Customer Relationships
  • Delivering On Customer Promises
  • Building & Developing Customer Focused Teams
  • Valuable Tips For 'Customer Focused Managers'

Videos and materials

Customer Focus in Business Markets at ICTD International Centre for Training and Development

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

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