Managing Service Quality and Customer Satisfaction

Managing Service Quality and Customer Satisfaction

Date/Time: Date(s) - 13/03/2023 - 14/03/2023( 8:00 am - 5:00 pm )
Location: Malaysia, Kuala Lumpur


Becoming customer centric is one of the most important aims of any organisation. Customer centricity refers to the orientation of a company to the needs and behaviors of its customers, rather than internal drivers such as the quest for short-term profit. Customers have high expectations and demand quality customer service from companies they choose to do business with. Providing customer service excellence gives an organisation a competitive advantage in the marketplace and is the key factor that keeps customers coming back. Successful organisations understand the importance of developing a customer centric mindset and deliberately restructure their customer service model to increase customer satisfaction and brand loyalty.
Delegates will learn effective customer centric strategies and best practices to provide world-class customer service excellence. This dynamic, 5-days training course gives customer service professionals the communication skills, technology tools, and motivation they require to build strong customer relationships and develop a customer centric organisation.

Who Should attend?

  • Management new to the field of Service Quality
  • Quality internal auditors
  • Operations managers
  • Customer Relations Department
  • Authority related to regulate the service quality


  • Develop a strategy to build a more proactive, customer centric organisation
  • Analyze and implement the ‘best practices’ of world-class customer centric organisations
  • Utilize interpersonal skills as vital tools in the provision of customer service
  • Measure and assess how well customer service standards and objectives are being achieved
  • Enhanced communication, persuasion, and conflict resolution skills

Training Outlines

Service Quality and Customer Satisfaction Theory

  • develop a mindset dedicated to delivering outstanding customer service to both external and internal customers
  • build employee loyalty and a better working environment
  • Satisfied customers are converted to loyal customers
  • Excellent customer service can lead to more sales from existing customers
  • customers become advocates, creating word of mouth advertising
  • A customer service focused company has reduced employee turnover
  • Customer service increases revenue
  • Create customer value, satisfaction and loyalty
  • Understanding customer perceived value (what is important for customers?)
  • Interpreting customer satisfaction (what?)
  • Monitoring satisfaction (how to use?)
  • Defining product and service quality (what?)
  • Maximizing customer lifetime value (how to measure?)
  • Using customer relationship management (how?)
  • Attracting and retaining customers (how?)
  • Building loyalty (how?)
  • Customer databases (what or how?)
  • Data warehouses and data mining (for what?)

Customer Satisfaction

  • Understanding the requirements of ISO 10001, ISO 10002 and ISO 10003
  • Understanding customer Needs and requirements
  • Explaining various factors which can be used to determine levels of customer satisfaction (and dissatisfaction), “Measures of Customer Satisfaction”
  • Measuring the levels of customer satisfaction – “Measuring Customer Satisfaction”
  • Defining and implementing the customer feedback (complaint) process
  • Be capable of introducing systems and Customer related processes
  • Contract Review and Customer Focus
  • Quality Function Deployment “Voice of the Customer”
  • Customer Satisfaction Surveys

Measuring and Monitoring Customer Satisfaction

  • Why is measuring customer satisfaction important?
  • Why is it critical to encourage customer complaints and feedback?
  • Establishing quality customer service satisfaction measuring and monitoring standards
  • Using customer centric diagnostic tools to evaluate trends, perceptions, and opportunities for performance improvement
  • Best practices for recording and monitoring customer service issues
  • Putting in place processes to resolve customer dissatisfaction
  • Practical exercise: Customer service quality control checklist
  • Strategies for working with difficult and demanding customers

Leading the Way to Service Quality and Customer Service Excellence!

  • The importance of attitude, teamwork, and professional development
  • Developing a customer centric training program
  • Setting performance goals
  • Contests and employee recognition programs
  • Coaching and mentoring strategies
  • Methods to empower and motivate customer service employees
  • What is your Action Plan?
  • Training review and feedback

Service Quality and Six Sigma

  • 12 Principles of Quality Customer Service
  • Design for quality: The “Gaps” approach to Service Design (SERVQUAL), Quality Function Deployment/ House of quality
  • Understanding and managing processes for quality – process design, control, and improvement
  • Six Sigma Quality – DMAIC, design for Six Sigma
  • Lean Six Sigma in Service
  • Building a quality culture
  • Contemporary quality practices in the service context (e.g. healthcare, retail, tourism)
  • Gap Analysis

Training Methodology

  • Case Studies.
  • Individual and group discussions and exercises.
  • Intensive training by using templates, diagrams, and charts.
  • Planning activities and presentations.
  • Self-assessments.
  • Action plan.

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