Customer Management

Customer service management reaches deep and wide across many disciplines in the world today. In fact, we can safely say that any organisation (whether public or private) that has contact with people at some stage or another needs to be customer-focused – from the CEO down to the person that opens the front door to the public. Gone are the days when a quality product, at the right price, was the only requirement for success. People no longer buy products or services only – they buy experiences.

Providing compelling, consistent customer experiences should therefore be a shared, equal responsibility across the whole company – because a customer’s overall impression of our company (the corporate brand) is shaped by a series of interactions (touch points) that customers experience throughout the organisation.

Effectively managing these customer contact points, is the essence of this course.

The winning firms of today and tomorrow will be those that create emotionally satisfying, consistent experiences for their customers, which over time will develop into meaningful, mutually valuable relationships.

This learning material is aligned to the SAQA registered NQF level 4 Marketing Management elective unit standards for Transactional Customer Management.

Learning assumed to be in place

Delegates must be literate and have a sound understanding of the English language.

Target audience

Anyone who has contact with the public, and especially front-line employees in the public and private sectors.

Course objectives

The objective of this programme is to recognise the need for a practical, introductory approach to customer service and selling principles and techniques. Furthermore, to provide delegates with established and recent theoretical principles backed up by stimulating individual and group activities that really facilitate the learning process. A real world, reflective approach is followed throughout, so delegates come away with a heightened awareness of their strategic purpose and function in the constant quest for customer acquisition and retention – critical for survival and success in any business.

Course content

The learning material is aligned to the SAQA registered level 4 Marketing Management elective unit standards for Transactional Customer Management. The material is divided into two parts. Part one focuses on all the activities necessary to acquire new customers and will introduce delegates to the customer management techniques of:

• Accepting and recording a customer’s order (verbal or written);

• Completing and administering order procedures and documentation;

• Confirming and distributing orders to all relevant people in the firm.

Part two is concerned with establishing and building the relationship with existing customers. It focuses on the following specific outcomes:

• Follow-up procedures for orders placed;
• Maintaining customer satisfaction and relationships.

Course duration: Three and a half days
Number of delegates: Minimum 5 and maximum 30 per session