Elite - Professional Training & Development

Customer relationships weaken for reasons that are easy to miss. Nobody knows which customers are most valuable or most at risk, contact is driven by sales targets rather than customer needs, complaints are handled as isolated incidents, and the CRM system holds incomplete or outdated data that staff do not trust. Teams then find out that a key customer has left only when the revenue disappears.

This programme connects relationship strategy with daily practice. It moves through five stages: understanding customer value and loyalty, segmenting and prioritising customers, building relationships through every contact, handling complaints and difficult situations so that customers stay, and using CRM systems and data to manage retention.

Built on recognised practice. The programme references ISO 10002 guidelines for complaints handling, ISO 10004 guidance on monitoring and measuring customer satisfaction, established relationship marketing concepts such as customer lifetime value and the loyalty ladder, and key account management practice. It also covers the principles of personal data protection laws that apply to customer data in the region.

Decisions this programme improves. Which customers deserve more attention and which should be served at lower cost; when and how to contact customers; how far to go to keep a dissatisfied customer; how to say no without losing the relationship; and which CRM data and reports are worth maintaining.

How it is delivered. Twenty hours across five sessions, built around one running case: a business-to-business and business-to-consumer service provider with falling renewals and a newly implemented CRM system. Participants segment a customer list, calculate simple lifetime values, design a retention plan, practise difficult conversations and define CRM reports for their team.

In-house option. For organisations, the programme can be tailored to your own customer segments, CRM platform, service policies and complaint data, and delivered to sales, service and marketing teams together.

Who Should Attend

Customer service leaders: customer service managers, team leaders and supervisors

Account and relationship staff: account managers, relationship managers and key account executives

Sales staff responsible for repeat business and renewals

Marketing and CRM staff: CRM administrators, loyalty and customer insight specialists

Front-line professionals who manage ongoing relationships with important customers

Objectives

Explain the link between customer satisfaction, loyalty, retention and profitability

Calculate and use simple customer lifetime value and share of wallet measures

Segment customers by value, needs and risk and set a service approach for each segment

Develop a relationship plan for a key account

Analyse a customer service process and identify steps that add or remove value for customers

Understand why customers complain and handle complaints using a structured approach

Handle difficult people and situations professionally and say no while keeping the customer

Communicate with customers in ways that build credibility and trust

Define the data, workflows and reports a CRM system needs to support retention

Design a customer retention and win-back plan with measurable targets

Course Outline

Why Relationships Matter: Customer Value and Loyalty

Transactional versus relationship approaches to customers
Satisfaction, loyalty and retention: how they differ
Customer lifetime value, share of wallet and cost to serve
Loyalty drivers in business and consumer markets
Relationship expectations and business culture in the region

Knowing Your Customers: Segmentation and Prioritisation

Segmentation by value, needs, behaviour and risk
Identifying key accounts and at-risk customers
Service models for different segments
Key account planning: relationship maps and account objectives
Collecting customer insight through feedback and conversations
Measuring satisfaction in line with ISO 10004 guidance

Building Relationships Through Every Contact

Mapping the customer service process and its value to the customer
Communication that builds credibility and trust
Personalising contact without being intrusive
Proactive contact, account reviews and follow-up
Loyalty programmes and recognition schemes: what works and what does not
Building a customer-focused culture in the team

Keeping Customers When Things Go Wrong

Why customers complain and why many do not
Complaint handling principles from ISO 10002
Handling difficult people and emotional situations
Saying no while keeping the customer's goodwill
Service recovery and win-back strategies
Learning from complaints to prevent repeat problems

Using CRM Systems and Data to Manage Retention

CRM strategy versus CRM software
Core CRM data, workflows and data quality discipline
Pipeline, retention and churn reports that support decisions
Marketing automation and AI features in CRM platforms: realistic uses
Customer data protection, consent and privacy obligations
Action plan: a retention plan for your own customers

Competencies

Customer value and lifetime value analysis

Customer segmentation and prioritisation

Key account relationship planning

Trust-building customer communication

Complaint handling and service recovery

Handling difficult customers and situations

CRM data and reporting discipline

Customer retention and win-back planning

Customer data protection awareness

London

Access Elite Academy’s complete training portfolio in London. As one of the world’s leading centers for business, finance, professional services and executive learning, the city provides a strong setting for organizations and professionals seeking expert-led learning, with upcoming scheduled courses and other programs available on request. London is one of Elite Academy’s international training destinations and gives organizations and professionals access to our complete portfolio of training programs across all disciplines. As one of the world’s leading centers for business, finance, professional services and executive learning, the city offers a professional setting for focused learning. Participants can choose from upcoming scheduled courses in London or request any other program from the Elite Academy portfolio to be arranged in the city, subject to scheduling and delivery requirements. Browse the upcoming schedule below or explore our training areas to identify the program that best matches your organization’s development priorities or your own professional goals.

Customer Relationship Management Strategies and Techniques