Modules

Brief Description

1

Consumer Behaviour

Consumer behaviour is "the study of individuals, groups, or organisations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." The study of consumers helps firms and organisations improve their marketing strategies and customer service delivery by understanding issues such as how the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products). Also, the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media).

2

Customer Relationship Management (CRM): Achieving Excellence in Customer Management

CRM is a holistic approach to managing customer relationships, to increase shareholder value, that is the central premise of this module, giving complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it. Technology is a key attribute of CRM but this module puts technology into a managerial and operational context.

3

Branding Through Customer Service

This module links the dynamics of customer service with the psychology of brand to show how organisations can turn their service delivery into a powerful tool for establishing and maintaining a distinct brand identity.

4

Developing Emotional Intelligence (EQ) to Enhance Customer Service Delivery and Management

This module will introduce participants to the concept of Emotional Intelligence and how the developing of EQ competencies in their personal lives will help them to be more effective and successful leaders , and how to apply EQ to enhance the delivery of customer service excellence. EQ can be used to lead others, but it will take practice. Participants will be introduced to the K-A-B Model of EQ. based on this model, participants will learn to develop their self-awareness, self-confidence, self-control, empathy, motivation and social competency – and then use them wisely in their daily work and in their personal lives.

5

Fundamental Principles of Excellent Customer Service Delivery

Everyone is talking about SERVICE. Companies have tried price wars and product innovations, to no avail and cost them millions of dollars. The only differentiation factor now is SERVICE. Delighted customers are more loyal, come more often, spend more money and tell their friends about your company. That brings us to the point of interaction between ourselves and our customers, be it face-to-face or on the phone. We call this: The Moment of Truth (MOT). And this is where Excellent Customer Service Delivery comes into the picture. Managers need to be the “BEST” when it comes to customer service delivery. How else can they be an effective leader and role model? This module will remind and refresh once again the Fundamental Principles of Excellent Customer Service.

6

Service Leadership: Leadership in a Customer-centric Organisation

What has renowned organisations like JW Marriot, Southwest Airlines, Nordstrom, Starbucks and Amazon.com has in common? The answer is: they all have Service Leaders at the helm, who believe in this adage: “NO CUSTOMERS, NO BUSINESS”. These Service Leaders are radical people, who will not stop at anything to delight their customers. They Dare to Be Different at any costs, for their customers because they believe that a satisfied customer is their biggest asset and profitable investment. Therefore, today’s managers need to be transformed into Service Leaders, because everything rises and falls on leadership. An organisation that desires to be customer-centric must have a Service Leader.

7

Strategic Service Recovery Management

Too much attention has been given to Customer Attraction and too little emphasis given to Customer Retention. However, it costs a company 8 times more to secure a new customer, than to maintain an existing customer. When something bad happens, the customer becomes a “customer-at-risk” and steps must be taken to ensure that this customer does run to your competitors. This is called SERVICE RECOVERY.  

The “reactive” mode of handling customer problems and complaints whenever they happen is no longer workable. Instead, organisations should become “proactive” with proper service recovery processes and systems in place and staff well trained as well as empowered to convert unhappy situations into memorable customer experience. 

An organisation that understands the fact that Service Recovery is a business strategy, will know how to tap into the magical power of service recovery to increase customer loyalty, customer retention and FREE word-of-mouth advertising.

8

Complaint Management Framework – Design and Implementation

Contained within each complaint is a customer that has tried your product or service and was dissatisfied. Customer complaints are valuable. They give the firm the opportunity to restore endangered customers’ confidence while strengthening underlying weakness that cause complaints.  

Managers must begin to turn customer complaints into voices of change. They must learn how to design, implement and manage effective corporate complaint handling programmes. Not only do the managers need to build processes to manage complaints, they must encourage complaints as well.

9

Customer Service Measurement System and Management

Most companies understand that customer satisfaction and loyalty are essential to their success. But few companies know how to link their customer’s needs with their organisation’s processes to create the best customer experience possible. Instead they erect walls between their customer service department and their other organisational functions. This module shows managers how to break down these walls, find out what their customers want, and use this information to produce the kinds of products and services that will keep them coming back.

10

Human Capital Aspects of Customer Service Management

The people factor is the most important element to success of any business, and also to achieve service excellence. Even though it is the most important asset to an organisation, it is also the most difficult to procure and maintain. Organisations and leaders who succeed in harnessing this “positive people power” will indeed have a thriving and profitable business, admired by the competition. 

11

Lean Six Sigma for Service – Focus on Process and Systems

How do I apply Lean Six Sigma to services and transactions? This is a question many executives and managers are asking. Service operations now comprise more than 50% of GDP in Malaysia, and are rapidly growing. The application of Lean Six Sigma for Service to these areas can result in dramatic improvements in speed, quality and cost, all of which can give organisations a major strategic advantage over their competition.

12

Change Management

Change Management is a structured approach to transitioning individuals, teams, and organisations from a current state to a desired future state. The current definition of Change Management includes both organisational change management processes and individual change management models, which together are used to manage the people side of change. In today's tidal wave of global economic, technological, and social change, that name of the game for us and our organisation is survival. If we are going to withstand relentless and constantly growing global competition, we need to be different and radically change the way of doing business. We have to give up the old hierarchical, adversarial approach which wastes individual talents and saps energy in unproductive conflict. Instead we need to create a new management model, switch from management to leadership, manage change, build trust, drive out fear of failure and create productive partnerships in which everyone can offer their unique knowledge and talents. If we know how to help our organization to do this, we can make a decisive difference.