The fundamentals of quality customer care are presented in a detailed overview in the first module, in which candidates consider the relevance and importance of quality customer service. An introduction to the primary components of an effective and workable customer service strategy is also provided.

Audience identification, market research and customer analysis are then discussed in Module Two, highlighting the importance of gauging customer expectations and ensuring they are always met. Essential tools and resources for conducting in-depth market research are also presented and discussed.

Module Three explores the business-wide benefits of approaching every activity and decision from the perspective of the customer. Guidelines for nurturing a customer-focused culture among employees are also provided, along with how to introduce appropriate recognition schemes and a look at performance management.

Candidates then take a more detailed look at the functions and objectives of a customer service strategy. The most important elements within the strategy are outlined and examined individually, along with who takes responsibility for each aspect of the strategy and potential challenges to effective strategy development.

Module Five continues with the implementation of a service excellence strategy, providing tips and guidelines for smooth and seamless integration. The role communication (internal and external) plays in strategy implementation is also discussed, along with how and why a business should always strive for continuous improvement.

Training and development methods for customer service personnel follow in Module Six, in which candidates learn how to accurately identify and meet workforce training requirements. Several different types of workplace training and development programmes are discussed, along with the value of meaningful goal-setting.

Teamwork as a major contributor to customer excellence is then discussed, in which learners consider the benefits and potential drawbacks of working as a team. A detailed breakdown of the team development and optimisation process is provided, incorporating guidelines for measuring and analysing team performance.

A fascinating exploration of empowerment and ownership in the workplace follows, highlighting the potential for empowerment to be a powerful motivator. Candidates learn why employees who feel empowered and independent are far more likely to deliver the quality care customers expect.

Module Nine takes a more detailed look at communication as the cornerstone of all customer service activities without exception. Communication strategy development and implementation is also examined, alongside the various internal and external communications of relevance in customer service.

Communication continues as the core theme in Module 10, which examines the important differences between hearing and active listening. Techniques and strategies for building better listening skills are provided, along with essential insights into the use and interpretation of body language, gestures and other nonverbal cues.

The concept of customer relationship management and its value in all modern business settings is then examined. Candidates learn how and why nurturing loyalty and repeat business should be prioritised, why privacy issues can affect CRM strategy development and how consistently exceeding expectations holds the key to customer loyalty.

Module 12 brings the inevitability of unprofitable customers into discussion, detailing how to deal with them diplomatically and ensure a mutually amicable outcome. Learners also study the art of converting unprofitable customers into customers of value, along with how to spot the signs of a business relationship that needs to be terminated.

Complaint handling policies and practices are then examined, along with the different types of complaints and the personalities of those who voice them. Candidates learn the importance of viewing every complaint from the perspective of the customer, how to leverage the hidden value in every customer complaint and more.

An introduction to telemarketing and the art of effective telephone customer support follows in Module 14. Topics covered include the development and use of a telemarketing script, how to effectively plan in advance for all types of calls, how in-person customer care differs from remote customer support and typical challenges encountered in telesales.

The final module examines the unique value and importance of customer feedback, presenting candidates with tips, tools and techniques for encouraging comments from customers. How to deal with negative feedback and use every complaint as an opportunity to grow and improve is also discussed in-depth.