Good customer service can be considered as the big differentiator between firms. While competing products are often similar and can anyway be easily duplicated, good customer service is a holistic system, requiring a sustained organization-wide effort, driven by the top and permeating all aspects of the organization culture. The resulting customer-centric organization becomes a formidable competitor whose model cannot be easily copied.

In this course, we look at what it takes to build a customer-centric organization. Case studies, self-evaluation exercises, application of service quality tools, video clips with debriefs, oral and written questions resulting in debates and more are all used in this course in addition to brief consultant and participant presentations.



  • Develop a holistic customer care approach by taking into consideration 7 different aspects of the definition of customer service
  • Create objectives and programs to maximize internal customer satisfaction
  • Evaluate the design, implementation, and analysis of customer satisfaction surveys
  • Use customer complaints as springboard for service improvement
  • Write Service Level Agreements (SLAs) to ensure clarity and conformance
  • Assess the service aspect of the organization or department through well-chosen Key Performance Indicators

Who Should Attend

Executives, managers and decision makers who are keen on improving performance by taking their customers to higher levels of satisfaction, as well as customer service managers and supervisors interested in advanced customer service tools.


Day 1: Defining and appreciating the customer

  • Definition of customer
  • Definition of customer service
  • The internal and external customer

Day 2: Importance of the internal customer

  • The need for motivated employees
  • The need for qualified employees
  • Silo mentality
  • Destroying the silos

Day 3: Customer service as a strategic imperative

  • From ‘suspect’ to ‘partner’
  • Going up the ladder
  • The 'KANO' model. ‘Basic’ attributes . ‘Performance’ attributes . ‘Delight’ attributes
  • The customer-centric organization
  • Customer service as a strategic imperative
  • The 7 practices of Customer-centric organization

Day 4: Customer satisfaction surveys and other vital tools

  • Understanding your customers
  • Importance of segmentation
  • Principles of customer segmentation
  • Focus groups

Day 5: Customer satisfaction surveys

  • Key terms
  • Major survey methods
  • Questionnaire examples
  • Customer survey guidelines
  • Types of satisfaction surveys
  • Basics of sampling
  • Attributes to measure
  • Customer satisfaction index
  • 'RATER' in depth
  • Service quality (servqual) gaps model
Program taught in:
  • English

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Last updated August 20, 2019
This course is Campus based
Start Date
Open Enrollment
5 days
3,695 USD
+VAT for a five days workshop held in hotel conference venue in Dubai including Certificate, Lunch and Coffee breaks.
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