. Cheryl Crumb & Associates .

Creating Customer Relationships

Background Situation

A manufacturing organization was responsible for managing the business of its high-tech customer base. I created a three-stage customer focus curriculum to build the skills, processes and strategies required to produce an assessment of trust and confidence. This training program was the entry phase. Creating and sustaining a relationship with customers requires a total organizational response. Sales and front-line contact people are dependent upon the contributions of colleagues in their quest for delighted customers. Studies have shown that 68% of customers stop doing business with a supplier because of an attitude of indifference displayed by “someone” in the organization. This means that additional to specific job responsibilities, everyone’s role is to serve the customer or support someone who is serving the customer.

Learning Objectives

Understanding the distinctions of a customer-focused organization
Identifying customers
Becoming “easy to do business with”
Building trust
Utilizing the four stages of the Customer Relationship Diamond: hosting, understanding, assisting and keeping customers
Managing promises made to customers
Powerfully communicating verbally, vocally and non-verbally
Improving questioning and listening skills
Involving customers in creating proactive, innovative solutions
Managing customer complaints
Managing conflict within the organization
Deporting themselves in a manner consistent with customer expectations

Learning Process

Training was offered in three consecutive days or six half-day sessions composed of discussions, exercises, role-plays, and case studies. For pre-work, participants interviewed customers and asked them to identify their expectations and perceptions in a variety of service areas including reliability and meeting commitments, knowledge and competence, communication, empathy, and responsiveness.

Length

3 days




		Creating Customer Relationships Background Situation A manufacturing organization was responsible for managing the business of its high-tech customer base. I created a three-stage customer focus curriculum to build the skills, processes and strategies required to produce an assessment of trust and confidence. This training program was the entry phase. Creating and sustaining a relationship with customers requires a total organizational response. Sales and front-line contact people are dependent upon the contributions of colleagues in their quest for delighted customers. Studies have shown that 68% of customers stop doing business with a supplier because of an attitude of indifference displayed by “someone” in the organization. This means that additional to specific job responsibilities, everyone’s role is to serve the customer or support someone who is serving the customer. Learning Objectives Understanding the distinctions of a customer-focused organization Identifying customers Becoming “easy to do business with” Building trust Utilizing the four stages of the Customer Relationship Diamond: hosting, understanding, assisting and keeping customers Managing promises made to customers Powerfully communicating verbally, vocally and non-verbally Improving questioning and listening skills Involving customers in creating proactive, innovative solutions Managing customer complaints Managing conflict within the organization Deporting themselves in a manner consistent with customer expectations Learning Process Training was offered in three consecutive days or six half-day sessions composed of discussions, exercises, role-plays, and case studies. For pre-work, participants interviewed customers and asked them to identify their expectations and perceptions in a variety of service areas including reliability and meeting commitments, knowledge and competence, communication, empathy, and responsiveness. Length 3 days