Customer Service Quality

The customer is at the heart of any successful operation.  Business success often depends on customer advocacy and/or loyalty. Understanding the factors that influence customer behaviour is a key source of competitive difference. Customer quality requires us to understand the end-to-end customer journey, the customer’s feelings towards their experience and how this fits into the objectives of the business.


The aim of this module is to provide participants with the opportunity to understand:

  • How to develop and improve a customer quality framework
  • How to engage key stakeholders at all levels and across the whole enterprise
  • Customer influence on the revenue of an organisation
  • How customer influence varies from sector to sector
  • How the impact of customer influence can spread throughout the whole organisation and can become a positive or negative feature of a product, a service, a brand or a location
  • The key factors (the 5 Ps) that influence customers’ perception of the organisation
Course participants will explore and understand:
  • The history of the customer service role
  • Relevant macro economic concepts
  • The role of technology in customer service
  • Options for influencing corporate policy by communicating the strategic importance ofservice quality management to all levels



Generating appropriate recommendations for improving customer experience



Demonstrate a critical awareness of the key factor model (5 p’s) in service quality management


Research and evaluate the operational and economic impact of service quality management in different sectors, making appropriate use of technological support


Discuss with objectivity and originality the subject at a board / strategic level


Reflect on role of colleague engagement in customer quality management



Analyse data relating to effective customer quality management and develop improvement recommendations.


Evaluate the relative interactive importance of the key factors that drive the service quality performance model


Carry out high level analysis of the cost / benefits of effective service quality management to an organisation


Debate how changing trends and competitor behaviour are likely to influence service quality strategy



Source, analyse and present complex information in a systematic and structured manner using appropriate media.


Demonstrate through intellectual, economic and operational argument how a more structured approach is strategically important and can be made operationally effective


Apply theoretical models in practice to create a persuasive strategic review


Plan and organise a high level performance analysis in their own and other organisations


Be critically aware of their own organisation from a customer perspective


Accept responsibility and accountability for personal results and group outcomes within appropriate managerial parameters.



Communication skills: Utilise an appropriate range of formats to communicate complex ideas and arguments effectively


Analytical skills: Apply theoretical modelling to practical day to day management


Perspective management: See an organisation from a number of viewpoints and draw conclusions from the synthesis of one or more perspectives


ICT skills:  Relevance to quality and customer management



The role of the customer:

  • What they are for
  • What they are required to do, expected to do, actually do
  • Key issues that influence them
  • Key change trends

The key components of service quality

  • The role of services in the economy
  • Features and benefits of service provision
  • Concepts of service quality management
  • A systematic approach to analysis of performance using a range of key managementmodels
  • Service quality management in different contexts: profit / not for profit, small /large, manufacturing / services

The history of the customer service role

  • Charting the steady rise of service quality in service centred economies
  • Recognising the implications of the past on future performance
  • Reinforcing the importance and role of service quality
  • Where it fits with and influences other parts of an organisation’s management
  • Its role in the current and future world economy

Service quality as a service / product / brand

  • Developing the concept that, for both product and service providers, there is an indivisible and highly interactive continuum between brand development, sales,service and loyalty
  • Developing trust with customers
  • Calculating the lifetime value of a customer
  • Exceeding customer expectations.

The role of technology

  • Understanding technology as a research, management, measurement and delivery tool
  • Understanding technology’s role in transforming local service delivery by creating globalvalue chains

Global trends in service quality

  • Recognising the influence of social, technological, economic, environmental and political /legislative factors
  • Understanding the need for continuous improvement
Understanding the emergence of corporate social responsibility and the extension the serviceq uality proposition and ethic beyond the organisation and into the wider community
Take a look at these articles, videos and links
Advanced Planning Techniques - Forecasting & Scheduling
Assessing and Planning the Future
Customer Contact Analysis
Customer Contact Centre Finance (1)
Customer Contact Organisations
Customer Contact Technology
Effective Customer Contact Centre Operations
Financial Controls and Reporting
Industry Investigation
Innovation and Change Project
Introduction to Planning
Leadership and Building Teams
Operations and Quality Systems
Principles of Project Management
The Customer Contact Environment
Understanding Resources
You and Your Development


Select the event below to see more detail

2017 Winter Graduation

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