Course details
This course is about creating remarkable customer experience. It urges all retailers to begin with the end in mind: focus on the outcome of creating remarkable customer experience for their customers and making it happen. This is more powerful because customers only believe what they experience, regardless of whatever good intentions, aggressive plans and promotional efforts that retailers may have. What a customer experiences is the litmus test that determines whether retailers have succeeded in the customer’s eyes.
Customers today have broad pockets, broad options and broader expectations. Retailers need to dig deep and match the customer experience by going that extra mile, and bringing out that extra smile. One that is not pre-packaged, but borne out of an empowered company culture and character - a smile that is genuine, internalised and loyalty-winning.
OBJECTIVES
After completion, participants will be able to:
- Differentiate between customer service and customer experience
- Apply the 4Cs framework
- Manage people for remarkable customer experience
- Manage culture for remarkable customer experience
- Manage customer contact
- Manage measuring of customer experience
COURSE CONTENT
- Customer experience
- Introduction to the 4Cs Framework for creating remarkable customer experience
- Leadership in driving customer experience
- Managing human resource – recruit
- Managing human resource – enhance and maintain crew capabilities
- Managing human resource – retain and motivate the crew
- Gain customer insights
- Cultivate customer-centric culture
- Context in customer experience
- Setting the context
- Empowering the human touch
- Managing combustion points
- Service recovery
- How to measure customer experience
- Cost and benefits considerations
WHO SHOULD ATTEND
The course is beneficial for managers and executives who look at retaining customers through motivating a team to deliver exceptional customer experience. It is also suitable for professionals who assume managerial and leadership responsibilities in retail and/or retail-related companies.
ACCREDITATION
Participant who successfully complete the programme will be awarded two Retail WSQ Statement of Attainment (SOAs) for Manage Service Operations and Manage Customer Relations (CRM) in the Retail Environment and achieve a credit exemption for the module Developing Customer Relations and Managing People under the Diploma in Retail Management by the Retail Academy of Singapore if the participant decides to enrol for the Diploma in the future.
ASSESSMENT
The assessment is 100% written examination.
Updated on 08 November, 2015Course Location
About The Retail Academy Of Singapore
The science and arts of retailing as a business have advanced over the years. Changing customer preferences, business innovations, globalisation, information technology and now, raising productivity, have pushed the boundaries of retail management. To develop leadership capabilities, retail executives have to learn more and faster than before. A formal grounding in retail management is essential for any retail executive; and, continuous professional development is a must for the contemporary retail manager as well as the business owner. A key focus of the Retail Academy is to develop leaders at middle and senior levels of the retail organisation. In a highly competitive global marketplace, retailers need leaders with higher education, deeper insights of the business and wider accessibility to networks.
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