Customer Delight Strategies Training Course

Participants can define customer segments and assess their differing service expectations.

• Behavioural, needs-based and value-based segmentation compared for service design
• Personas built from customer evidence, goals, constraints and service preferences
• Customer expectations classified as explicit, implicit and unspoken requirements
• Vulnerable customer needs considered within access, communication and support design
• Channel preferences assessed for digital, assisted and relationship-managed customers
• Service promises translated into observable customer expectations and operational commitments

Participants can use the Kano Model to prioritise service features and improvements.

• Kano Model categories: must-be, performance, attractive, indifferent and reverse attributes
• Basic requirements protected before investing in attractive service features
• Performance attributes linked to speed, accuracy, choice and transparency
• Attractive attributes selected where they create meaningful customer recognition
• Customer interviews structured to test functional and dysfunctional Kano responses
• Service investments prioritised using customer value, feasibility and operational risk

Participants can map end-to-end journeys and expose service delivery gaps.

• Journey stages mapped from customer trigger through outcome and follow-up
• Customer actions, touchpoints, emotions and effort recorded at each stage
• Frontstage and backstage activities separated using a service blueprint
• Handoffs between teams examined for delay, duplication and lost ownership
• Pain points ranked by frequency, severity and impact on trust
• Future-state journeys designed around simpler actions and clearer communication

Participants can select and interpret customer experience measures for targeted action.

• Voice of Customer sources combined from surveys, complaints, calls and reviews
• Net Promoter Score interpreted with promoter, passive and detractor patterns
• Customer Satisfaction scores linked to specific interactions and service attributes
• Customer Effort Score used to identify friction in high-volume journeys
• Verbatim comments coded into themes, causes and actionable service issues
• Closed-loop feedback processes assign responses, owners and completion dates

Participants can define service standards that support consistent, human customer interactions.

• Service standards specify response times, ownership, updates and resolution criteria
• RATER dimensions applied to reliability, assurance, tangibles, empathy and responsiveness
• Plain-language communication reduces uncertainty, jargon and avoidable customer effort
• Active listening techniques identify stated needs, concerns and unstated expectations
• Frontline discretion boundaries clarify decisions, exceptions and escalation thresholds
• Quality assurance scorecards align observed behaviours with customer outcomes

Participants can design recovery actions that restore trust after service failures.

• Service failures classified by process breakdown, people error or unmet promise
• HEARD method applied: hear, empathise, apologise, resolve, diagnose
• Recovery responses match customer impact, urgency, vulnerability and relationship value
• Apology statements separate accountability from explanation and defensive language
• Remedies assessed for fairness, authority limits and documented customer commitments
• Follow-up contacts confirm resolution and identify residual dissatisfaction

Participants can identify root causes of repeated service failures and assign improvement actions.

• 5 Whys analysis traces repeat contacts to underlying process causes
• Fishbone diagrams organise people, process, technology, policy and data causes
• Failure demand separated from genuine customer demand in contact analysis
• Process bottlenecks measured through waiting time, rework and escalation rates
• Cross-functional ownership defined using RACI roles and decision rights
• Corrective actions documented with evidence, owners, due dates and measures

Participants can plan proactive contacts that anticipate needs without creating unwanted demand.

• Proactive contact triggers identified from lifecycle events and service risk signals
• Customer communications timed around milestones, delays, renewals and changing circumstances
• Personalisation rules balance relevance, consent, privacy and channel preferences
• Expectation-setting messages reduce uncertainty during complex or delayed service processes
• Relationship reviews identify unmet needs, service risks and retention opportunities
• Referral requests positioned after confirmed value and positive resolution

Participants can produce a measured action plan for improving priority customer experiences.

• Improvement opportunities scored with an impact-effort matrix and customer evidence
• Quick wins separated from structural changes requiring cross-functional sponsorship
• Action plans define scope, owners, milestones, dependencies and customer measures
• Leading indicators selected for responsiveness, effort, quality and recovery performance
• Review cadences establish accountability through weekly, monthly and quarterly forums
• Personal application plans identify one priority journey and first implementation steps