Customer Relationship Management (CRM) Systems

Introduction

This Customer Relationship Management (CRM) training course equips participants with the essential skills to manage customer relationships effectively and deliver exceptional service. The course is designed to foster a customer-focused culture that aligns with the Customer Service Excellence Standard.

Participants will learn how to create this environment by understanding and implementing CRM solutions effectively. They will gain insights into the importance of CRM in achieving service excellence, learn to use various CRM tools, and understand the benefits of obtaining CRM certification.

The training also covers enhancing communication skills, refining negotiation strategies, and adopting best practices in customer service. By delivering outstanding customer care, professionals can offset higher costs with superior customer experiences.

Employees trained in professional customer service skills will drive high levels of customer satisfaction, leading to increased brand loyalty. CRM supports companies in retaining customers, thereby boosting profits, as it is more cost-effective to retain existing customers than to acquire new ones.

Objectives

By the end of this Customer Relationship Management (CRM) course, participants will be able to:

• Create an organization-wide customer-centric vision.
• Improve their personal image among customers.
• Retain customers while increasing revenues.
• Enhance communication within and between departments.
• Develop a more productive, customer-focused workforce.
• Implement efficient conflict resolution strategies.
• Understand the importance of delivering high-quality customer service.
• Learn from world-class organizations that excel in service delivery.
• Improve leadership and communication skills.
• Manage difficult or upset customers with confidence.
• Adjust temperament styles to become more adaptable and versatile.
• Enhance time management and goal-setting skills for increased productivity.

Training Methodology

• Lectures on interactive concepts and CRM systems
• Hands-on practice with CRM software (e.g., Salesforce.com®, ACT!, Goldmine®)
• Case studies on successful CRM implementations
• Group discussions and collaborative work
• Role-playing scenarios for customer interaction
• Workshops on CRM data analysis and reporting
• Scenario-based problem-solving exercises
• Expert Q&A sessions and peer learning
• Ongoing feedback and performance evaluations
• Capstone project on developing a CRM strategy

Course Outline

Unit 1: Enhancing Your Customer Service Communication Skills

• Active Listening to Discover Customer Requirements
• Reading Customer Body Language
• Understanding Silent, Aggressive, Passive, Expressive, and Analytical Clients
• Telephone Tips for Maintaining a Professional Image
• Writing Do’s and Don’ts

Unit 2: Building the Foundation for Achieving Customer Service Excellence

• Understanding Customer Service Expectations
• Measuring Internal and External Customer Satisfaction
• Leveraging Customer Service to Drive Sales
• Going Beyond Customer Service Excellence
• Using Social Media to Improve Customer Service
• Defending Your Online Reputation

Unit 3: Service Recovery: Handling Complaints and Upset Customers

• Encouraging Customer Complaints
• Empowering Staff to Resolve Issues
• Steps for Recovering Lost Customers
• Managing Angry Customers
• Coping with Stressful Situations Emotionally

Unit 4: Principles of Persuasion and Professional Negotiation Strategies

• Cialdini’s Six Principles of Persuasion
• Giving and Receiving Constructive Criticism Artfully
• Achieving Win-Win Solutions in Negotiations
• Words and Tones to Avoid
• Understanding the Value of Different Pricing Strategies
• Cross-Cultural Negotiation Techniques

Unit 5: Focusing on Customer Service Excellence and Continuous Improvement

• Developing a Plan of Action
• The Importance of Teamwork in Customer Service
• Maintaining a Positive Mental Attitude
• Setting SMART Goals for Continuous Improvement
• Boosting Productivity through Stress Management
• Course Summary