Small business customer service delivery is the most important function. Yet, companies have significant problems in this area:
In order to deal with the issues identified above small firms must introduce significant innovations in customer service delivery:
Owners, managers who are responsible for functions which interface with customers such as marketing, sales, service delivery, and managers who are responsible for managing processes and systems.
The objective of the two-day training would be to help participants understand how to identify and implement innovative ideas to improve their customer servicing models so that their service delivery keeps customers satisfied while the firm makes a profit.
In order to achieve this objective, customer service delivery will be evaluated from three different angles, the firm’s proposition, the customer journey and the cost to deliver. Below the key learning outcomes are identified:
The company specific part will help small companies optimise their customer service delivery model by 1) Identifying improvements relating to service delivery processes to enhance productivity 2) Introducing new features to enhance the customer value proposition and, 3) de-emphasizing activities that proportionally add more cost than value. These objectives will be achieved by discussing ideas generated in class and other ideas brought to the training, and by thinking through the implementation. The result will be the creation of different propositions for different segments - incorporating different levels of service, and, different functionalities.
8:30 − 9:30 / Introduction
9:30 − 10:30 / Customer behaviour evidence and implications for the servicing model
Considering customer behaviour from experimental studies Implications for the delivery of service
Exercise: Identify improvements in service delivery considering the key evidence about customer service behaviour The objective is to apply research knowledge in the context of the small firm
10:30 − 10:45 / Break
10:45 − 12:30 / Strategic customer segments and implications for the value proposition
Identifying strategic customer segments for the small firm Analysing and prioritising customer segments Recognising the dimensions of the customer promise Identification of critical success factors and how they are implemented
Exercise: Describe the firm’s value proposition to different segments and identify critical success factors The objective is to apply the tools to the company by mapping the firm’s value proposition(s), matching them to customer segments, identifying CSFs and benchmarking those with competitors
12:30 − 13:30 / LUNCH
13:30 − 14:15 / Internet servicing channels
14:15 − 14:30 / Break
14:30 − 17:00 / Identifying customer expectations - the customer journey
Case study: Applying the customer journey model to a small hotel
The objective is to practically demonstrate how a small hotel applied this model to map customer expectations at different interaction points
8:30 − 10:00 / Benchmarking the actual delivery versus expectations
Mapping actual vs desired levels of delivery across key processes Identifying gaps and finding innovative solutions
10:00 − 10:15 / Break
10:15 − 12:30 /
Exercise: Recognize the customer journey for a key segment and identify expectations. Assess service delivery gaps and create ideas of how to fill.
The objective of this exercise is to identify areas where the firm can improve the delivery of service at customer touch-points across all channels.
12:30 − 13:30 / Lunch
13:30 − 15:00 / Design and implement a new value proposition
Exercise: Develop an innovative proposition, design the service delivery model and optimize revenues and costs-to-serve. The objective of this group exercise is to apply the key tools learned in the class by designing a service delivery model from scratch.
15:00 − 16:00 / Measuring and managing customer servicing delivery
16:00 − 16:15 / Break
16:15 − 17:00 / Creating an action plan
Exercise: Prioritize ideas and create an action plan
The objective is to collect all ideas generated and create a provisional plan which can be discussed with colleagues so that specific priorities are identified. Closing.
Short lectures accompanied by case study discussions and group exercises.
Power point slides, handouts, case studies, group exercises and company specific exercises.
Participants will be encouraged to share with their colleagues the areas of improvements identified in class and the action plan developed in class and identify priorities to be covered by the training. The areas to be considered in order to meet the training objectives identified above are: the firm’s strategic segments, priorities and how each segment is serviced, how the firm’s value proposition is delivered and possible gaps, areas where customer expectations are not met, areas where customers are over-served, focused propositions to specific segments.
Evaluating ideas about improving the customer service delivery and discussing the details of implementation
Creating different propositions for different segments by incorporating different levels of service
Identifying service areas which do not add value and discussing ways to de-emphasize
Following the workshop there will be a 4 hour on-site visit to each of the attending companies.
This amounts to high-level consulting advice that is tailored to the specific needs of the organisation and may be discussed in full confidentiality rather than in the open forum of the workshop.
The instructor will subsequently write a extensive report summarising the main discussion points and including recommendations and suggestions for further consideration by the management. This report may also include recommendations regarding additional training and development actions that the company’s management should consider to further strengthen its human capital.
HRDA Subsidy and Seminar Attendance
Cancellation and Substitution Policy