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Event Type
TrainingIndustry
Date
21 Jun - 23 Jun 09Venue
Dubai, United Arab EmiratesRegister
Achieving Customer Retention & Maximizing Customer Loyalty
| Training | 21 Jun 09 - 23 Jun 09
Dubai, United Arab Emirates
An angry customer with a complaint can cause great stress and tension to employees and organizations. But more importantly an angry customer can seriously damage the company’s brand, reputation and customer loyalty through word of mouth. Historically people told nine others about their bad experience. Knowing how to resolve the complaint quickly and professionally can not only make a big difference to employee morale and performances, it can be a key weapon in the battle to win, retain and develop customers but creating positive word of mouth and sustainable ifferentiation.
During this course you will have a chance to review your own complaint handling process and take back action plans for improvement. Further you will learn the answers to the following questions:
- Why do customers complain?
- How do you deal with customer complaints?
- How do you deal with customer complaints?
- How do you diffuse customer anger?
- How do you apply remedies?
- What do you do with the feedback?
Why You Should Attend ?
- Actual Complaint will be made to the Hotel Restaurant which will beused as for feedback during the course.
- Creating a complaints process
- Complaint handling role play exercises and feedback
Benefits of Attending
The course will enable you to:
- Understand how to deal with complaints in a way that satisfies customers and provided value to the organisation
- Learn ways to diffuse anger and generate customer empathy
- Identify the improvements to their organisation’s complaint handling processes
- Define a complaints handling processes
- Identify the training and coaching needs within their organisation to improve complaint handling
Who Should Attend?
Customer Complaint Management is particularly useful for all those involved in dealing with
customers or potential customers e.g. sales,service, collections and retail/counter services.Teams are encouraged to attend for maximum benefit.
Course Outline :
Customer Complaint Management
Part 1. Understanding the nature of complaints
Introduction, objectives and course plan
Moving from supply economies to demand economies where customers are in control
- What this means for organizations and their customer strategy
- The rise in power of the brand
- Moving from acquisition to retention and loyalty
- Service as a sustainable source of market differentiation
- The changing role of the customer service function
- Moving beyond service
- The role of the website and other forms of customer communication media
Customer lifecycle management
- Understanding customer lifecycle management and how it impacts customers
- Breakdowns can occur anywhere in the lifecycle
- Complaints are just extreme forms of customer feedback
- Sources of complaints
Brainstorming to truly understand the reasons why customers complain e.g.
- Brand expectations
- Process errors and operational issues
- Wanting help and support or just to feel ‘loved’
- Engagement with the organization
Group Exercise
complaints are important
Complaints as an opportunity to delight
- Loyal customers bother to complain
- Repurchase rates for successful complaints
- Cross-sell and up-sell opportunities
- Prevention of collections problems (won’t pay customers)
Group exercise
Delivering complaints at the hotel or restaurant and noting how they are received
Part 2. Dealing with complaints
Review of the evening task and key learnings
How complaints are received
- Written e.g. letters, email, website
- Voice e.g. telephone or contact centre
- Face-to-face e.g. retail counter
- ‘Top down’ e.g. from the Chairman’s office
How complaints are handled
- Apologize first, second and third
- “It is my problem and I will deal with it”
- Remedy then cause
- Generating customer empathy
- Remedies and decision-making authority
- Escalation; when to escalate and when not
Team Exercise
Creating a complaints process
Complaints case management
- Tracking and reporting
- Following up with customers
- Coaching and mentoring
Role Play
Complaint handling
Part 3. Using complaints as a source of customer feedback to drive change
Complaints analysis
- Specific issues
- Product issues
- Service and training issues
- Process or policy issues
- Company issues
- Competitive activity
- Market trends
Learning and improvement
- Root cause analysis
- Creating ownership of the change
- Communicating the change to affected customers
- Getting customers on your side
- Becoming a learning organisation using 360° feedback and improvement loops
- Case study: Amazon’s ‘Skyline’ analysis
Performance measures
- Company-centric vs customer centric metrics
- Measuring customer satisfaction and advocacy
- Customer empathy
Company level processes
- Executive review of top 10 complaints
- Ownership and action management
- Values and behaviors
Summary of the course
Feedback for improvement
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