Certificate in Measuring and Monitoring Customer Service

Certificate In Delivering Customer Service Excellence

Includes Practical Case Studies!

Tools And Techniques For Measuring, Monitoring And Improving The Customer Experience 17 – 20 November 2013 Jumeirah Emirates Towers Hotel, Dubai, UAE

5 Key Business Benefits 1. Develop a customer-centric culture based on a deep understanding of your customers’ expectations 2. Develop a culture of measuring and monitoring the drivers of a customer service that impacts customer loyalty and retention 3. Design an effective questionnaire to analyse and interpret your survey results accurately, providing meaningful reports leading to targeted improvements in your customer service 4. Appreciate your customers’ expectations, experiences and behaviour and use this information to provide a customer experience that meets your customers’ needs 5. Introduce a complaints management process that helps you effectively respond to customer complaints, build customer loyalty and effectively address any customer service shortcomings Organised by:

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About Your Expert Course Leader Alan Power has extensive experience developing strategies for improving the customer experience. This experience, mostly gained in the finance sector, led the University of Leicester to invite him to join their Quality Excellence faculty where he wrote and delivered a module on Customer Service Measurement for a Masters Degree programme; this course has its origins in that programme.

The George Washington University School of Business, IIR Middle East’s Academic Partner, is dedicated to excellence: in its teaching and research about management, in the public and private sectors, within the United States and internationally.

The school has a 75 year history of preparing men and women for leadership in both the public and private sectors. Known internationally for its dedication to academic excellence, the school draws students from all parts of the United States and around the world.

Beyond first class teaching and scholarship, the school’s faculty offers practical experience in the issues and challenges confronting business and government. Its research centres link faculty and students with US and international business and government organisations. Recent distance learning initiatives have expanded the school’s global reach.

Course Requirements And Certificates Delegates must meet two criteria to be eligible for an IIRME/GW Certificate of Completion for a course: 1. Satisfactory attendance – delegates must attend all sessions of the course. Delegates who miss more than 2 hours of the course sessions will not be eligible to sit the course exam 2. Successful completion of the course assessment Delegates who do not meet these criteria will receive an IIRME Certificate of Attendance. If delegates have not attended all sessions, the Certificate will clearly state the number of hours attended.

During the period of Alan’s tenure as Managing Director TSB Homeloans won the following awards: • The Digital Quality Award (1993) • The Quality Scotland Prize for Business Excellence (1994) • The Quality Scotland Award for Business Excellence (1996) • In addition, Mortgage Express Ltd won the British Quality Award in 1996 Prior to taking up his general management role Alan had some 20 years’ experience in senior roles in human resource development and as a result Alan is a highly effective presenter and facilitator. Following the merger of TSB Bank Ltd with Lloyds Bank plc Alan was appointed Head of Quality Management, responsible for establishing and deploying business excellence throughout the organisation.

Discover how to: • Identify the key components of your operation that drive customer service • Measure and monitor waste in your key business processes; how to remove that waste to reduce delivery cycle time and reduce operating costs • Measure and monitor the capability of your key business processes; how to improve the capability of your processes to deliver superior service and reduce defects • Measure and monitor the capability of your employees to deliver superior customer service and how to improve that capability • Close the gap between customer expectations of your service and their perceptions of that experience • Design, develop and deploy customer feedback systems, including survey questionnaires, a customer satisfaction index and the net promoter score

Course Assessment Delegates will be assessed continuously throughout the course by the course director. Case study discussion and analysis will be part of the assessment, as will a group presentation.

Who Should Attend?

This course is designed for you if you work in customer services, customer relations, marketing, sales, service quality, client relations, collections, operations, complaints handling and customer support roles in both the manufacturing and the service sectors.

“A very well designed course which opens new avenues in thinking.”

Arshed Elahi, Project Manager, Arab Insurance Group, Bahrain

T: +971 4 335 2437

Alan regards customer service as the key element of a Quality strategy – a strategy that seeks to deliver breakthrough improvements for the customer – and he has worked as a Quality practitioner for nearly 25 years. He first became aware of the Total Quality movement in 1986, while personnel director of Mortgage Express, a UK home loans company. It was there that he launched his first Quality management programme. As a result of the success of that programme Alan was invited to set up a new company, TSB Homeloans Ltd., the home loans arm of TSB Bank, a UK retail bank now part of the Lloyds Banking Group. The company was established in Scotland during 1989 and Alan was Managing Director until the merger of TSB Bank plc with Lloyds Bank plc in 1997.

F: +971 4 335 2438

• Use customer complaints to turn customers from detractors to promoters • Construct and deploy the Balanced Scorecard to facilitate management control of customer service improvement strategies

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

E: register@iirme.com

W: www.iirme.com/customer

Certificate In Delivering Customer Service Excellence 17 – 20 November 2013 • Jumeirah Emirates Towers Hotel, Dubai, UAE Course Timings: Course registration will be at 7:30 on Day One. Course sessions will start promptly at 08:00 and finish at 14:30. There will be two short breaks for refreshments at appropriate times and lunch will be served at the end of each day’s sessions.

Day One The Business Case • The business case for developing service excellence – potential impact on the bottom line • The need to protect the organisation’s reputation • The business case for developing a culture of measuring and monitoring the drivers of customer service to deliver a superior customer experience

Practical exercise

Day Four

Practical exercise Developing A Customer-Centric View • Developing a customer-centric culture to improve understanding of customer expectations, experiences and behaviour • Using a schematic view to develop insights into the dimensions of customer service measurement, including how to measure and monitor: - The quality of process inputs - The quality of the physical resources applied to convert inputs into useful outputs - The internal and external controls that act as constraints to process performance - The human dimensions of: Employee competence Employee commitment Organisational culture Productivity and performance management

Measuring And Monitoring Customer Satisfaction • How to select an appropriate layout to enhance the quality of customer responses • How to determine the length of the questionnaire to ensure it delivers valuable information about the customer experience • How to select the most appropriate way to phrase or format questions; exploring a selection of formats to determine the most effective approach • How to determine the order and arrange the grouping of questions • How to improve the efficiency of your questionnaire through the use of branching and routing techniques • How to focus your questionnaire through the use of demographic questions • How to ensure clarity through careful wording of questions • How to help respondents make effective selections through the use of response types and scales Exercise: designing an effect customer survey

Practical exercise

Day Two Measuring And Monitoring The Quality Of Process Outputs • Developing an understanding of the concept of “value” • Identifying waste in a service environment • How to define and specify a value stream • Using a value stream map to help expose waste and identify the value stream Exercise: constructing a value stream map Measuring And Monitoring The Capability Of The Transformation Process • Understanding the concept of “process control” • How to deploy a control chart to measure and monitor process capability • Understanding impact of variation and the distinction between special and common cause variation • Data collection: - Sampling techniques - Attribute and variable data Exercise: constructing control charts

Day Three Measuring And Monitoring Outcomes • How to establish the aims of a customer survey • The importance of identifying the primary customer • How to improve your understanding of customer needs • Exploring the dimensions of customer service • Determining the desired outputs of a measurement system • Identifying appropriate feedback methodologies Practical exercise

T: +971 4 335 2437

Using Gap Analysis To Identify Improvement Priorities • How to identify the size of the gaps between customer needs and expectations for features of a service • Exploring how customers perceive and evaluate a service experience • Identifying the determinants of service quality • Using the Service Quality Model to identify the components of the service quality gap

F: +971 4 335 2438

Analysing And Interpreting The Results Of A Customer Survey • How to display results as a frequency distribution • How to recognise the advantages of frequency distribution • How to take into account all responses and quantify the results using the mean as the key measure • How to understand the spread of responses by measuring dispersion • How to derive additional value from the survey data by measuring correlation • How to enhance the value of your survey through comparison with other surveys Exercise: constructing a graph to represent survey results Reporting The Results Of A Customer Survey • How to construct the high level corporate report for top management • How to determine the level of detail, qualitative interpretation and commentary on results for the executive report • How to decide what is the appropriate distribution of reports to your company’s management population • How to make the results of customer surveys available for company employees • How to improve customer confidence in the survey process by reporting results of the survey to your customers • How to develop a customer satisfaction index Complaints And Complaint Management • The benefits of getting it right • How to develop and deploy an effective complaints management process Developing Insights Into The Drivers Of Customer Satisfaction • Using strategy-mapping tools to explore the dynamics of customer satisfaction • Understanding key relationships within strategy maps • Monitoring key customer metrics using the Balanced Scorecard • Constructing the customer scorecard

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W: www.iirme.com/customer

Certificate In Delivering Customer Service Excellence 17 – 20 November 2013 • Jumeirah Emirates Towers Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

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DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC4911 Event

Course Fee Before 1 September 2013

Course Fee Before 22 September 2013

Final Fee

US$ 3,895

US$ 4,395

US$ 4,695

Certificate In Delivering Customer Service Excellence 17 – 20 November 2013

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the course assessment will receive an IIRME/GW Certificate of Completion.

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