Level 7 Certificate in Customer Service Management - Course Outline
This flexible online customer service management program is delivered over a series of 20 modules, as outlined in brief below:
Module 1 - Customer Service: An Introduction
The course begins by providing candidates with a broad introduction to the concept of customer service, covering the benefits of quality customer care and the consequences of a poor customer experience. The most important elements of effective customer service are detailed and discussed, along with service quality and customer service classifications.
Module 2 - Understanding Your Customers
Learners then consider the importance of accurately identifying customer expectations ahead of time, along with the criticality of ensuring these expectations are met or exceeded. Strategies and methods for identifying the needs of a target audience are also presented, along with the concept of ‘triggers’ and the benefits of understanding customer behaviours.
Module 3 - The Customer Focused Organization
An introduction to the concept of the customer focused organisation follows, which outlines the main benefits of a customer focused service strategy. Additional topics covered include leadership styles, coaching and development, performance management, criteria for rewards and how to develop an appropriate recognition scheme.
Module 4 - Creating Customer Service Strategy
Customer service strategy development is then discussed, in which candidates are familiarised with the main components of an effective customer service strategy. Further pointers for establishing a customer-focused culture are provided, along with top management involvement in strategy development and the role of leadership personnel.
Module 5 - Implementing a Service Excellence Strategy
Candidates then learn how to effectively and efficiently implement a service excellence strategy. The importance of striving for continuous improvement is discussed, along with how to market a service strategy to a target audience in an appropriate way and the benefits of establishing a steering group.
Module 6 - Advance Training & Development for Effective Customer Service
The sixth module assesses the importance of appropriate training and development in customer service, along with the benefits of training and development as a continuous process. Candidates learn how to identify training and development objectives, and subsequently select the most appropriate training and development methods.
Module 7 - Building Better Teams
The advantages of cohesive and high performing teams from a customer service perspective are then brought into discussion. Along with a detailed breakdown of the stages of team development, candidates are provided with essential guidelines for effectively evaluating and managing team performance.
Module 8 - Concept of Empowerment & Ownership
Empowerment and ownership as key drivers of quality customer service are examined in Module Eight, in which candidates learn how valued employees are more likely to value their customers. Several long-standing empowerment myths are also discussed, along with the importance of proactively empowering employees and developing discretionary awards.
Module 9 - Effective Communication
The importance of effective communication in a customer service setting is analysed in Module Nine, which guides candidates through the process of creating a communication strategy. Learners also consider the importance of communicating service quality to the internal customer, alongside tips and guidelines for more effective internal and external communications.
Module 10 - Active Listening
The most important differences between hearing and active listening are examined in Module 10, in which candidates learn how communication goes far beyond basic verbal discourse. The potential benefits of active listening are discussed, along with tips for developing more advanced listening skills and a detailed analysis of the human communication process.
Module 11 - Building Strong Relationships with Customers
Customer loyalty as a key performance driver in all sectors is then discussed, along with how appropriate incentives and loyalty schemes can help establish and maintain strong customer relationships. The potential benefits of retaining customers over attracting new customers are also discussed.
Module 12 - CRM (Customer Relationship Management)
The concept of customer relationship management (CRM) is discussed at length in Module 12, which considers the functions, objectives and limitations of a CRM strategy. The primary stages of the CRM value chain are discussed, alongside advanced strategies for customer retention and potential privacy issues that can complicate CRM strategy development.
Module 13 - The Right Way to Manage Unprofitable Customers
Dealing with unprofitable customers in an appropriate and professional manner is discussed in Module 13, in which candidates learn how to distinguish between profitable and unprofitable customers. Strategies and techniques for changing unprofitable customers into profitable customers are also presented and discussed,
Module 14 - Handling Complaints
Complaint handling in a customer service setting follows in Module 14, familiarising candidates with the different types of complainers and the reasons why people complain. The benefits of approaching complaints proactively and objectively are discussed, along with activities for resolving problems more efficiently and improving quality.
Module 15 - Conflict Resolution
Workplace conflict and the importance of confident conflict resolution skills are discussed in Module 15, which provides helpful guidelines for preventing conflict from occurring in the first place. The different types of conflicts and common causes of conflict are also discussed, along with the stages of conflict and the role of communication in conflict management.
Module 16 - Anger Management
An overview of the basics of anger management follows in Module 16, in which learners are introduced to a series of relaxation techniques and anger management strategies. Questioning skills as an anger management tool are discussed, along with effective ways of managing anger before allowing it to escalate.
Module 17 - Stress Management
Learners then consider how building a more in-depth understanding of stress often holds the key to effective stress management. Links between time management and stress management are drawn and discussed, alongside several tried and trusted strategies for bringing stress under control in a high-pressure working environment.
Module 18 - Time Management
A more detailed exploration of time management and the benefits of effective time management follows in Module 18. Candidates learn how strategic task prioritisation and establishing a routine can improve personal efficiency - as can setting personal and professional goals using the ‘SPIRIT’ model.
Module 19 - Telemarketing
The advantages and disadvantages of telemarketing are then discussed, along with how telephone sales call for an entirely different approach to in-personal selling. The importance of active listening skills is touched upon once again, along with guidelines for developing a telesales script and the importance of appropriate pre-call planning.
Module 20 - Importance of Feedback in Customer Service
Concluding the course, Module 20 assesses how customer feedback collection and analysis policies can make or break a customer excellence strategy. The importance of continuously monitoring complaints and complements is discussed, along with the characteristics of an effective questionnaire and how to accurately measure customer loyalty.
