A Highly Interactive Training Course On

Managing Customers for Competitive Advantage

Market Leadership with Customer Experience Mastery

Managing Customers for Competitive Advantage
Course Schedule

CLASSROOM

28 Apr-02 May 2025
London
$5,950
01-05 Sep 2025
Dubai
$5,950
08-12 Dec 2025
London
$5,950
Certificate
  • Coventry Academy Certificate of Attendance will be provided to delegates who attend and complete the course

Training Overview

Training Overview

The ability to attract, satisfy, and retain customers is central to achieving business success and maximizing profitability. Research suggests that acquiring a new customer can cost five to seven times more than retaining an existing one. Moreover, in an era dominated by price comparisons and customer reviews, providing an outstanding experience for current customers is now the key competitive differentiator.

While many organizations excel at marketing to attract and convert new customers, fewer are equipped to cultivate loyalty and ensure customers return year after year.

In this Managing Customers for Competitive Advantage training course, you will discover how to leverage the right data to understand what truly matters to your customers and create experiences that will exceed their expectations.

Our knowledge of the psychology behind persuasion, loyalty, and buying decisions has progressed significantly in recent years. All customers are seeking quality and value, yet both are highly subjective and personal.

This training course offers deep insights into the thought processes that drive customer loyalty, trust, and purchasing choices.

When you know what influences customer loyalty and what defines quality and value for them, the key to success is delivering exactly what they want while staying attuned to shifts in their needs and preferences.

You will acquire advanced strategies and techniques to grow and maintain your customer base, building long-lasting loyalty even in a world of constant price comparisons and peer reviews.

This training course will feature:

  • Understanding precisely what the customer means by value’ and quality
  • Identifying and understanding the elements of a customer relationship strategy
  • Evaluating customers’ needs and the triggers and motivators that are important
  • Understanding how to manage customer data and analyse it
  • Planning a customer service programme to ensure customer retention and loyalty
  • Delivering consistent service and measure and demonstrate its success

What are the goals?

By the end of this training course, participants will be able to:

  • Assess and review your value proposition for each core customer segment
  • Understand some of the science of Persuasion and Influence and how to use it in our own Marketing efforts
  • Develop a customer research programme to discover what the critical factors are
  • Understand Customer Relationship Management systems and their value in delivering consistency
  • Understand the role and importance of Social Media in a customer-centric world.
  • Evaluate customer feedback to fine tune your systems

Who is this Training Course for?

This training course is suitable to a wide range of professionals but will greatly benefit:

  • Marketing executives and managers who are interested in customer retention, Social Media and word-of-mouth marketing
  • Anyone responsible for or contributing significantly to the development and implementation of customer relationships
  • Managers and supervisors who want to improve customer relationships
  • Customer service professionals

How will this Training Course be Presented?

This training course will utilise a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. The training course is highly interactive and will prompt delegates to reflect on their own thinking and communication style and practice. The Tutor will guide and facilitate learning using a wide variety of methods including direct input, discussions, case studies and group and individual exercises to focus on the themes of the course, practice skills and receive feedback.

The Course Content

Day One: Customer Management at the Very Heart of your Business
  • Essentials of customer management – customer experience vs customer service
  • Customer acquisition and retention – measuring their impact on profitability
  • Customer lifetime value – identifying key customers using buyer personas
  • Developing value propositions for key customers
  • Using customer journey maps to assess the needs of key customers
  • Developing a customer-centric organisation
Day Two: Developing a Data-Led Strategy
  • Understanding hat do customers really want from your organisation?
  • Ensuring customer experience matches their needs and expectations
  • Developing a competitor intelligence system that delivers deep understanding
  • Using research to improve customer service and experience
  • Case studies: Companies that have turned around their businesses
  • Using AI: what to automate and what not to automate
Day Three: Customer Relationship Management
  • Developing active listening skills to strengthen relationships
  • Developing credibility with different customer personality types
  • Leading and motivating customer service stars, core performers and laggards
  • Role playing tricky customer services situations
  • Strategies for improving customer loyalty
  • Using Social media to strengthen relationships with customers
Day Four: Measuring and Monitoring Customer Satisfaction
  • Key metrics for measuring customer satisfaction including VOV and NPS
  • Using customer complaints and feedback to improve service
  • Using CRM software and diagnostic tools to monitor performance
  • Best practices for recording and monitoring customer service issues
  • Using the AWARE System to resolve customer issues
  • Strategies for working with difficult and demanding customers
Day Five: Excellence in Customer Management
  • Encouraging high performance in customer service teams
  • Developing a customer service training programme for your teams
  • Different methods for setting SMART performance goals
  • Skills for buddying, coaching and mentoring team members
  • Techniques for motivating to get the best from teams
  • Action planning