Description

The Customer Relations Manager function is establishing itself within companies and organizations. This training cycle covers all facets and allows you to take ownership of all the missions with a global and structured vision. This cycle is the complete training to succeed in the role of Customer Relations Manager or to implement the tools and methods of customer culture in your company.

Who is this training for ?

For whom ?

Customer Relations Manager taking up position. Executive in charge of customer relations or wishing to take on this responsibility. Marketing and sales framework. ADV, after-sales service, quality manager, project manager.

Prerequisites

Training objectives

Acquire methods and tools to develop the company's relationship with its customers: customer listening; claims processing ; customer experience and quality of service; performance management.

Motivate your teams to fully satisfy and retain customers.

Advance your internal customer relations project.

Training program

• Before the face-to-face
  • A self-diagnosis.
• Understand current customer behaviors
  • The expectations of the 'actor' and omnichannel customer.
  • Know your target: use studies.
• Identify the challenges of customer relations for the company
  • The context of digital transformation.
  • Distinguishing satisfaction and loyalty.
  • The economic issue of customer preference.
• Master the basics of relationship marketing
  • Measure customer capital: current, potential and long-term value.
  • Segment: valuable customers.
  • Customer life cycle, customer journey and customer experience: three notions to distinguish.
• Optimize and coordinate communication channels with the customer
  • The different cross-channel strategies.
  • Facilitate and enrich the customer's cross-channel experience.
• Dialogue with your customers: new tools
  • Digital customer relations: web, mobile, social media, connected objects.
  • The contribution of social media: uses, advantages and limits.
• Remote activity
  • An expert: "Building the customer journey".
  • Practical application: Before part 2: diagnose the maturity of the Customer Relations project in your company and start the plan 'shares.
• Organize listening to the Voice of the Customer
  • Define your customer listening strategy.
  • Know the different customer listening systems.
• From collecting the Voice of the Customer to identifying expectations
  • Distinguish between types of expectations.
  • Prioritize customer expectations.
  • Establish the expectations diagram on the customer journey.
  • Build your personas.
• Formulate an attractive service promise
  • Base the promise on the customer's expectations.
  • Write your service commitments.
• Keeping your service promise: process control
  • Identify customer experience metrics.
  • How to ensure satisfaction "the first time".
• Make complaints processing a lever for customer satisfaction
  • Relay the "Voice of the customer" to top management.
  • Complaints, a cross-functional issue
  • Complaints management approach and tools.
• Manage continuous progress in service quality
  • Check the application of service standards: mystery shoppers, internal audits, etc.
  • Create a progress action plan:
  • Indicators, progress objectives, action plan, follow-up.
• Remote activities
  • To apply good practices and training acquired: two e-learning modules "Problem-solving tools and methods. Go. A" and "Problem solving tools and methods. Go. B".
  • Practical application: Before part 3: identify the communication channels in the customer journey, initiate or improve the customer listening system.
• Manage a customer relations center
  • Reconcile productivity, performance and customer relations: choose the indicators.
  • Manage human capital: recruitment, integration, career path, training, mobility.
  • Mobilize employees plateaus and maintain the quality of the social climate.
• Develop the skills of supervisors and business supports
  • Develop managerial exemplarity in customer relations.
  • Coach your field managers.
  • Develop team spirit.
• Develop customer culture at all levels
  • Dialogue with other departments of the company.
  • Communicate to support customer relations internally.
  • Influence without statutory authority, act transversally.
  • Communicate successes, carry out the Customer Relations project.
  • Support change, manage resistance.
• After face-to-face - Implementation in a work situation
  • A reinforcement program: "Influence & persuasion: obtain the support of your interlocutors".