The course begins by questioning the functions and objectives of a customer service framework, while examining the evolution and development of the customer care profession. Learners study the various benefits of quality customer service for the business as a whole and a series of common challenges in customer service settings.

An introduction to customer analysis and market research follows in the Second Module, outlining several techniques and strategies for getting to know the customer on a deeper level. Adapting all aspects of a customer service strategy in accordance with the wants, needs and expectations of the customer is also discussed.

Module Three discusses what it means to run a customer focused organisation, along with how making decisions based on the customer’s viewpoint is essential. Strategies and guidelines for creating a customer-focused culture at work are also presented and discussed.

Delivering customer excellence by way of a formal and documented service strategy is then discussed, breaking down and analysing each key component within the customer service strategy. Course content also covers individual and shared responsibilities in strategy development, along with the involvement of senior management and leadership personnel.

The importance of smooth and seamless strategy implementation is discussed in Module Five, in which candidates learn how to effectively communicate and ‘sell’ the strategy to internal and external stakeholders alike. The pursuit of continuous improvement in service strategy development and refinement is also discussed.

Workforce training and development is then explored, guiding candidates through the process of establishing training requirements and ensuring appropriate training methods are used. The importance of ongoing employee development beyond initial training is also assessed, along with the connection between training quality and customer care quality.

Module Seven highlights how working as a team can be both beneficial and challenging, in a customer service setting. The importance of nurturing better team performance at all times is discussed, alongside a detailed breakdown of the various primary stages in the team development process.

Empowerment as a major motivator and performance driver is then discussed, incorporating an examination of ownership and responsibility in customer care provision. An introduction to discretionary award systems is also provided and how to ensure they are appropriately implemented.

The role communication plays in all aspects of quality customer care is examined in Module Nine. Candidates learn how to create and implement a robust communication strategy, enhance the quality of all types of communications (internal and external) and take proactive steps to minimise or avoid communication breakdowns.

Module 10 highlights the major differences between passive hearing and active listening, emphasising the important of the latter in a customer care setting. Candidates are provided with helpful tips and exercises for becoming a better listener, along with how to leverage the full power and influence of nonverbal communication.

The importance of proactively nurturing strong customer relationships is outlined in Module 11, which compares the cost-effectiveness of attracting new customers to that of retaining existing customers. An overview of several different types of loyalty programs and incentive schemes that can generate repeat business is also provided.

Developing and implementing an effective customer relationship management (CRM) strategy is then discussed, incorporating analysis of the functions, objectives and potential limitations of CRM. The extent to which privacy issues and data protection can adversely affect CRM strategy development is also discussed.

Module 13 discusses how the right way to manage unprofitable customers calls for a combination of diplomacy and decisiveness. As not all customers are of value to all businesses, candidates learn when, where and how to cut ties with those who cannot be converted into profitable customers.

A continuation of the prior unit, Module 14 provides pointers for dealing with complaints and criticisms in a constructive and objective way. Candidates learn about the different types of people who complain and the most common causes of complaints, along with what those voicing criticisms expect to get in return.

Module 15 provides a fascinating introduction to the art of conflict resolution, detailing how even the most difficult situations can be defused with a cool, calm and collected approach. The extent to which assertiveness plays a role in resolving conflict is also discussed, along with major causes of conflict in a workplace setting.

Candidates then learn how to keep their own anger under control in tense situations and when dealing with difficult people. Anger management and relaxation techniques for use at work and elsewhere are presented, along with how viewing anger from an alternative perspective can make it much easier to keep under control.

Module 17 examines how stress cannot be avoided entirely, therefore must be managed mindfully and proactively. Further exercises and strategies for bringing stress under control are presented, along with the importance of identifying stress ‘triggers’ and accepting stress as an inevitability in all professions.

The benefits of making better use of every waking moment are then discussed, through proactive time management at work and at home. Establishing and achieving objectives using the ‘SPIRIT’ model is discussed, along with how to put an end to procrastination and the potential benefits of creating a schedule.

Telesales and remote customer care are examined in Module 19, with strong focus on the advantages and disadvantages of telemarketing. Candidates learn the importance of planning before every call, how to create an effective telephone script and the criticality of quality listening skills when dealing with customers by phone.

Bringing the course to a close, Module 20 explores the various different types of feedback and the roles they play in building a better business. Additional topics covered include feedback gathering techniques, how to track customer satisfaction, measuring customer loyalty and the hidden value in every criticism.