Elite - Professional Training & Development

Many service teams know where customers are frustrated but lack the time, methods or permission to fix it. Staff follow scripts even when they do not fit, ideas are raised in meetings and then forgotten, and improvement is left to management or technology projects. Complaints are handled one by one rather than used as a source of insight, so the same problems return.

This programme shows service teams how to generate and test ideas in a structured way. It moves through five areas: understanding what customers value and expect, thinking creatively about service problems, designing better service experiences, delivering innovative service in daily interactions and making innovation part of the team's routine.

Built on recognised practice. The programme references ISO 23592 on service excellence principles and model, ISO 10002 on complaints handling, and widely used methods such as design thinking, customer journey mapping and service blueprinting. They are used as practical tools, not theory.

Decisions this programme improves. Which customer problems to solve first; when to adapt a standard procedure to fit a customer's situation; which ideas are worth testing; how to use complaints and feedback to improve service; and how to balance digital self-service with personal contact.

How it is delivered. Twenty hours across five sessions, built around one running case: a service centre facing rising complaints and long waiting times. Participants map the customer journey, identify pain points, generate and select ideas, prototype an improved service moment and present a short improvement proposal.

In-house option. For organisations, the programme can be tailored to your own customers, channels, service standards and complaint data, and delivered to front-line teams and their managers together so that ideas can be put into practice.

Who Should Attend

Front-line service staff: customer service officers, call and contact centre agents and front-desk staff

Team leaders and supervisors: leaders of customer service and contact centre teams

Customer experience staff: staff working on service quality, complaints and customer feedback

Public service employees: staff delivering services to citizens and residents

Sales and account staff: staff with ongoing customer relationships

Objectives

Explain how customer expectations are changing and what customers value in service

Map a customer journey and identify pain points and moments that matter

Apply creative thinking techniques to generate a range of ideas for a service problem

Use design thinking steps to move from customer insight to a tested solution

Select ideas using simple criteria such as customer value, cost and ease of implementation

Prototype and test a service improvement on a small scale

Use complaints and feedback as a source of innovation

Adapt service to individual customers while staying within policy

Combine digital and personal service channels to improve the customer experience

Present an improvement idea clearly and gain support from managers and colleagues

Course Outline

Understanding What Customers Value Today

Changing customer expectations across channels
Service excellence principles in ISO 23592
Customer needs, emotions and moments that matter
Listening to customers: feedback, surveys and complaints
Customer experience measures such as satisfaction and effort
Cultural expectations in service across the region

Thinking Creatively About Service Problems

What creativity and innovation mean in customer service
Common barriers to new ideas in service teams
Reframing problems from the customer's point of view
Idea generation techniques: brainstorming, reverse thinking and SCAMPER
Learning from other industries and service leaders
Selecting ideas worth testing

Designing Better Service Experiences

Design thinking: empathise, define, ideate, prototype and test
Customer journey mapping
Service blueprinting: front stage and back stage
Simplifying processes and removing unnecessary steps
Prototyping and piloting service improvements
Measuring whether an improvement works

Delivering Innovative Service Every Day

Personalising service within policy and standards
Creative problem solving with difficult requests
Service recovery that turns complaints into loyalty
Complaints handling principles in ISO 10002
Combining self-service, chatbots and human support
Using AI tools in customer service: benefits and limits

Making Innovation Part of the Team

Building a team culture that welcomes ideas
Simple routines for collecting and following up ideas
Presenting ideas and gaining management support
Recognising and sharing successful improvements
Sustaining improvements over time
Personal action plan for service innovation

Competencies

Customer needs and expectations analysis

Customer journey mapping

Creative problem solving

Design thinking for service

Service blueprinting and process simplification

Service prototyping and testing

Complaints handling and service recovery

Channel integration in customer service

Idea presentation and team innovation routines

Casablanca

Explore professional training in Casablanca across Elite Academy’s full range of disciplines. The city’s position as Morocco’s principal business center and a gateway between North Africa and international markets makes it an attractive international setting for scheduled courses and programs arranged to your preferred topic and dates. Elite Academy can deliver its full range of professional training programs in Casablanca, Morocco. Because the city is Morocco’s principal business center and a gateway between North Africa and international markets, it provides a strong international environment for participants from organizations as well as individual professionals. The courses shown on this page represent the programs currently scheduled in Casablanca; they do not limit what can be delivered there. If your preferred course or date is not listed, you can request any program from our portfolio to be arranged in Casablanca, subject to scheduling and delivery requirements.

Innovation and Creativity in Customer Service